As a newly appointed Marketing Manager, you are required to carry out a detailed industry analysis for your chosen organisation. The purpose of this is to formulate a suitable marketing campaign for your chosen organisation. Produce a report detailing the below.

As part of the introduction to the report give a brief explanation of the various elements of the marketing process (LO 1.1)

Evaluate the benefits and costs of a marketing orientation for the selected organisation. (LO 1.2)

Following the SWOT analysis identify a product/service that can be marketed to two different segments. Justify your reason for the proposed segmentation criteria. (LO 2.2)

Choose a target strategy for the chosen product/service. (LO 2.3)

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For the chosen strategy discuss how the buyer behaviour affects marketing activities in different buying situations. Discuss the buyer behaviour in relation to the segmentation criteria you have identified. (LO 2.4)

Suggest a range of positioning options for your selected product/service (LO 2.5)

Focus on one of the objectives and develop a marketing plan. Provide a justification and an explanation with reasons for the chosen strategy. Your explanation should include,
• how the product is going to be developed to sustain competitive advantage (LO 3.1)
• how distribution is going to be arranged to provide customer convenience (LO 3.2)
• how you would set the price of the product to reflect organisation’s objectives and
marketing conditions (LO 3.3)

Plan and recommend marketing mixes for the two different segments you have discussed in LO
2.1. (LO 4.1)

For the segments you have discussed above clearly explain the marketing mix with including the promotion element. You should discuss how the promotional activity is integrated to achieve marketing objective. (LO 3.4)

Include an analysis into the additional elements of the extended marketing mix, providing your marketing plan (LO 3.5)

Developed a marketing strategy to market the products and services to an organisation. What differences are there if you market your products and services to an organisation? (LO 4.2)

Suggest on implementing a marketing strategy to market abroad. What would be different from international marketing to domestic marketing? (LO 4.3)

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Assessment Criteria:

P1-P15 Pass Criteria
M1-M3 Merit Criteria
D1-D3 Distinction Criteria

To Achieve a Pass

To gain a pass grade you must attempt all three assignments and you must satisfy the pass criteria as outlined below.

LO 1.1 explain the various elements of the marketing process (P1)

LO 1.2 evaluate the benefits and costs of a marketing orientation for a selected organisation

(P2)

LO 2.1 show macro and micro environmental factors which influence marketing decisions (P3) LO 2.2 propose segmentation criteria to be used for products in different markets (P4)
LO 2.3 choose a targeting strategy for a selected product/service (P5)

LO 2.4 demonstrate how buyer behaviour affects marketing activities in different buying situations (P6)
LO 2.5 propose new positioning for a selected product/service (P7)

LO 3.1 explain how products are developed to sustain competitive advantage (P8) LO 3.2 explain how distribution is arranged to provide customer convenience (P9)
LO 3.3 explain how prices are set to reflect an organisation’s objectives and market conditions

(P10)

LO 3.4 illustrate how promotional activity is integrated to achieve marketing objectives (P11) LO 3.5 analyse the additional elements of the extended marketing mix (P12)
LO 4.1 plan marketing mixes for two different segments in consumer markets (P13)

LO 4.2 illustrate differences in marketing products and services to businesses rather than consumers (P14)
LO 4.3 show how and why international marketing differs from domestic marketing (P15)

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To Achieve a Merit

To gain a merit grade you must achieve all the pass mark criteria and in addition you must satisfy the criteria as outlined below.

Identify and apply strategies to find appropriate solutions through effective judgement (M1)

Select/design and apply appropriate methods/techniques. You are judged on the application of relevant theories and techniques and the justification for their application (M2)

Present and communicate appropriate findings. This includes the use the appropriate structure and approach with coherent, logical development of principles/concepts for the intended audience (M3)

To Achieve a Distinction

To gain a Distinction grade you must achieve all the pass mark criteria and all the merit mark criteria and in addition you must satisfy the criteria as outlined below.

Use critical reflection to evaluate own work and justify valid conclusions including realistic improvements which have been proposed against defined characteristics for success. (D1)

Demonstrate convergent / lateral/creative thinking by showing evidence on receptiveness to new ideas and effective thinking in unfamiliar contexts. (D2)

Take responsibility for managing and organising activities including accommodating the unforeseen and recognising the importance of interdependence. (D3)

Your subject tutor will be able to give you general guidance and feedback on improving your work however it is your responsibility to seek feedback from the subject tutors on the above criteria for you to achieve the intended grades.

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Support materials

Textbooks

Adcock D et al — Marketing Principles and Practice 4th Edition (Pitman Publishing, 2001) ISBN: 027364677X

Brassington F and Pettitt S — Principles of Marketing 3rd Edition (FT/Prentice Hall, 2003) ISBN: 0273657917

Jobber D — Principles and Practice of Marketing 3rd Edition (McGraw Hill, 2001) ISBN: 0077096134

Kotler P et al — Principles of Marketing 3rd European Edition (FT/Prentice Hall, 2001) ISBN: 0273646621

Magazines, journals and newspapers

Campaign
Harvard Business Review
Journal of Marketing Management
Marketing Review Marketing Marketing Business Marketing Week
The Financial Times and other daily newspapers which contain a business section and market reports

Videos
The Marketing Mix at Cadbury’s (1998, TV Choice)
Marketing Decisions (1998, TV Choice) What is Marketing? (2001, TV Choice)