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TASK ONE Submission format Submission is in the form of a PowerPoint presentation. The presentation slides should be submitted along with speaker notes as one copy. You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate. Your research should be referenced using the Harvard referencing system. Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit is 1,000-1,500 words, including speaker notes, although you will not be penalised for going under or exceeding the total word limit. Unit Learning Outcomes L01 Explain the role of marketing and how it interrelates with other business units of an organisation. Transferable skills and competencies developed Articulating and effectively explaining information Communication and listening, including the ability to produce clear, structured business communications in a variety of media. Conceptual and critical thinking, analysis, synthesis and evaluation.
Vocational scenario Organisation With a history dating back 30 years, a supermarket* that opened its first store in the Netherlands with only 15 employees and around 600 products, has grown considerably since then. It has expanded rapidly into a supermarket chain that now has a total of 4,200 supermarket stores across Europe. Since 2000, the business has developed an impressive presence in the UK and is one of the main 'value' food supermarkets in the UK, with a branch network stretching to 800 stores. The UK holding company reported revenues totaling £4 billion and it has an objective of increasing to 1,100 UK stores by 2025, on revenues of £6.5 billion. The business has a zero-waste policy and two-thirds of its products are UK sourced. Its business model centres on offering high-quality continental style products, combined with a no -frills 'pass-the-savings'-onto-the-customer' approach that includes, among other things, allowing customers to pick products in-store directly from their original delivery cartons. Role You are a Junior Marketing Analyst working in the Marketing Department. Your role encompasses new product development, from initial research through to test trials in selected stores prior to full roll out. Your duties include: gathering information on competitors in order to conduct analysis on their sales, prices and methods of distribution and marketing to thoroughly learn about the competition conducting research on marketing strategies and consumer opinions tracking and forecasting trends in sales and marketing, producing reports on the results for management to inform their decision making collecting and analysing data on customer preferences, demographics, buying habits and needs to better identify market potential and the factors that influence product demand. You report into a Regional Marketing Manager who, in turn, is line managed by the Marketing Director. *Select an appropriate supermarket that meets local needs.
TASK TWO Submission format The assignment is to be submitted as a briefing paper that can be presented in a format of your choice. The briefing paper must be clear and concise, stating what the problem/issue is, and include a summary of analysis and recommendations. All your work must be supported with research and referenced correctly using the Harvard referencing system (or an alternative referencing system). You also need to provide a bibliography using the Harvard referencing system (or an alternative referencing system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit for the briefing paper is 1,000-1,500 words, although you will not be penalised for going under or exceeding the total word limit . Unit Learning Outcomes LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives. Transferable skills and occupational competencies developed • Use appropriate business systems and software effectively to deliver marketing outcomes efficiently, for example to analyse data, produce reports, deliver copy. • Produce a wide range of creative and effective communications, showing ability to write and proofread clear and innovative copy and project briefs, and give confident presentations. Assimilate and analyse data and information from a range of sources to support marketing activities • Ability to analyse and evaluate a range of business data. Commercial acumen based on an awareness of the key drivers for business success. .
Vocational scenario In your role as a Junior Marketing Analyst at the supermarket chain, you have been working hard on preparing the roll out for the new 'Luxurious' range of own-brand food products. This product line will be positioned in a distinctive and inviting way that combines luxury, superior taste and value.Equally, the product line must sit comfortably with other regular and similar food products. You now need to develop a compelling and creative marketing plan for the new product line. It must clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned to the overall organisational objectives. Your marketing plan also needs to incorporate a media plan as part of the overall marketing campaign. . Assignment activity and guidance In producing the marketing plan, you will need to address the following areas. • How the strategic marketing plan links with the overall organisational mission, corporate strategy and objectives. Clear and SMART marketing objectives. Marketing research to support the new product line launch. A situational analysis, including: o marketing audit, making use of appropriate analytical tools including SWOT, Pestle and 5C analysis o a competitor analysis including the market segments and sub-segments covered articulation of the new product value-proposition in the eyes of the customer. Development of the marketing strategies applied to the extended marketing mix. · Setting of an overall marketing budget, including allocation of planned spend. Tactical actions. • Identifying appropriate control and monitoring measures to ensure achievement of objectives including metrics to measure success such as Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV). A comprehensive media plan that supports the planned marketing campaign, this will include: • a media budget recommendations and rationale for selected and integrated multi-media activities within the set budget that meet the marketing objectives appropriate digital, offline and social media channels for communication full justification for a multi-media plan based on quantitative and qualitative criteria.
Pass Merit Distinction LO1 Explain the role of marketing and how it interrelates with other business units of an organisation P1 Explain the concept of M1 Analyse the role of marketing and marketing marketing in the operations including the context of the marketing different areas and role of environment. marketing M2 Analyse the significance P2 Explain how the of interrelationships between marketing function relates to marketing and other the wider organisational functional units of an context. organisation D1 Critically analyse the external and internal environment in which the marketing function operates. D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives. LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives P3 Compare the ways M3 Review strategies in which different and tactical approaches organisations apply applied by organisations to the marketing mix to demonstrate how business the marketing planning objectives can be achieved process to achieve successfully business objectives. LO3 Produce a marketing plan for an organisation that meets marketing objectives P4 Develop a marketing M4 Produce a detailed plan that includes key tactical marketing plan that elements of marketing integrates the extended planning for an marketing mix to achieve organisation to achieve marketing objectives. marketing objectives. D3 Produce a strategic marketing plan for an organisation that measures achievement of marketing objectives within key performance metrics Pass Merit Distinction L04 Develop a media plan to support a marketing campaign for an organisation D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria P5 Produce a media plan that includes recommendations and rationale for selected media activities that meet budgetary requirements and objectives of a marketing campaign brief. M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media channels for communication