Section 59 of the Competition Act 89 of 1998 establishes a mandatory sequential framework for determining administrative penalties: (1) First, establish that a prohibited practice under s4 exists (s59(1)); (2) Second, conduct a comprehensive inquiry considering all relevant factors in s59(3) including nature, duration, gravity and extent of contravention, loss or damage suffered, behavior of respondent, market circumstances, profits derived, degree of cooperation, and prior contraventions, to determine an appropriate penalty; (3) Third, apply the cap in s59(2) to ensure the penalty does not exceed 10% of annual turnover. The concept of 'affected turnover' (turnover in the relevant product market affected by the anti-competitive conduct) should form the baseline for penalty calculations under s59(3), not total turnover. The 10% cap in s59(2) is a maximum limit designed to prevent penalties from destroying businesses, not a starting point for calculations. The principle of proportionality, grounded in constitutional imperatives, requires that penalties be proportional to the degree of blameworthiness, nature of the offense, and effect on the economy and consumers. An appellate court may interfere with the Tribunal's exercise of discretion where it has exercised discretion capriciously, upon a wrong principle, without bringing unbiased judgment to the question, or without acting for substantial reasons.