Unit 2: Marketing Processes and Planning

Student Name/ ID Number

Unit Number and Title

Unit 2: Marketing Processes and Planning

Unit Code:

Type:

Level:

Credit Value:

A/618/5033

Core

4

15

Academic Year

2021/2022

Unit Tutor

Assignment Title

The Marketing Concept Webinar

Issue Date

24/01/2022

Submission Date

13/03/2022

Submission Instruction

 You must submit all three tasks into one file on Turnitin

Learner Declaration:

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature:                                                                                               Date:

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: Unit 2: Marketing Processes and Planning

LO1 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. Unit 2: Marketing Processes and Planning

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.

Assignment activity and guidance

You have been approached by a national radio station, which has invited you to be part of a presentation panel aimed at introducing its younger audience to marketing as an exciting career pathway. You have have been asked to prepare a PowerPoint presentation to discuss and analyse the following areas:

• the concept and role of marketing in the 21st century
• roles and responsibilities in marketing, and the competencies required to succeed
• how the marketing function works and interacts with other departments in the supermarket and how it supports the wider organisational context in terms of vision, mission and purpose.

Providing critical reflection on, and insight into, the internal and external factors that influence your role.

The radio station has asked you to prepare the presentation using a suitable and appropriate format using PowerPoint and provide speaker notes. Therefore, your task is to submit the presentation in the form of a PowerPoint presentation along with speaker notes as one copy. You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate.

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Weblinks

Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk Marketing Donut blogs (2021). Available at: https://www.marketingdonut.co.uk/blog

Marketing Teacher resources and videos (2000–2021). Available at: http://www. marketingteacher.com

MarketingWeek Report (2021). Available at: https://www.marketingweek.com

WordStream. How to Do a Webinar Your Audience Will Love. Available at: https://www. wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar

HN Global

HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning- zone/reading-lists

HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals. com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

Textbooks

Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing). London: Palgrave Macmillan

Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed. Maidenhead: McGraw-Hill.

TASK TWO: Unit 2: Marketing Processes and Planning

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 Junior Marketing Analyst one of your key roles is to gather information on competitors in order to conduct analysis on their sales, prices and methods of distribution and marketing to thoroughly learn about the competition. In conducting benchmarking analysis, the organisation can identify where changes are to be made to improve performance.

The supermarket company is keen to explore new and distinctive market segments, where there is potential for rapid growth, and as part of this you are planning the launch of a new ‘luxurious’ line of food products. The marketing challenge is to reach out to existing and new customer segments, avoid product cannibalisation and ensure that existing and similar product lines are not consequentially perceived as of lesser ‘quality’.

Assignment activity and guidance

You have been asked to carry out a benchmarking analysis that will help inform and create a compelling proposition for the new food line in the minds of customers. You and your manager have been discussing this and have decided that there would be value gained by critically evaluating marketing mix strategies across different non-food businesses that offer branded ‘luxury’ products and product lines. This will provide creative insight into how you develop and launch your product. Your manager has referred to this as ‘process benchmarking’.

On completion of the benchmarking analysis, you are required to prepare your findings as a briefing paper for the senior management team. The briefing paper:

• identifies and compares the extended marketing mix for two selected ‘luxury’ non- food products/product lines
• evaluates the marketing strategies and tactical approaches adopted by each business (or business unit) and how they contribute to the success of the organisations in meeting their overall business objectives
• provides conclusions and a set of justified recommendations on what the company can learn and deploy as it plans out its marketing strategy for the new ‘Luxurious’ product line. Unit 2: Marketing Processes and Planning

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Weblinks

The balance small business. The elements of a marketing mix and how to use them effectively. Available at:

https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520

HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates]. Available at: https://blog.hubspot.com/marketing/marketing-mix

HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence.

Available at: https://blog.hubspot.com/marketing/digital-strategy-guide

MindTools. Understanding How to Position Your Market Offering. Available at: https://www.mindtools.com/pages/article/newSTR_94.htm

Smart Insights. Marketing strategy vs tactics – why the difference matters. Available at: https://www.smartinsights.com/marketing-planning/marketing-strategy/marketing- strategy-vs-tactics-difference/

YourDictionary. Tips for Writing a Briefing Document. Available at: https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-briefing- document.html

HN Global

HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning- zone/reading-lists

HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals. com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

Textbooks

Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed. Maidenhead: McGraw-Hill.

Kotler, P. and Armstrong, G. (2016) Principles of Marketing.7th Ed London: Pearson.

TASK THREE

Submission format

Students will submit a marketing plan that addresses the set brief. This should be written in a structured format, making use of heading and sub-headings and using business language. A bibliography should be provided using the Harvard referencing system (or an alternative 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, although you will not be penalised for exceeding the total word limit.

A detailed media plan needs to be fully integrated into the overall marketing plan.

Unit Learning Outcomes

LO3 Produce a marketing plan for an organisation that meets marketing objectives.

LO4 Develop a media plan to support a marketing campaign for an organisation.

Transferable skills and competencies developed

• How to plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives.
• How to evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources.
• A creative and analytical mind, with a willingness to think of new ways of doing things.
• Research skills for evidence-based decision making.

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:

○ marketing audit, making use of appropriate analytical tools including SWOT, Pestle and 5C analysis

○ 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.

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Weblinks

Marketing Week. Planning for marketing planning: 14 steps to an effective presentation.

Available at:

https://www.marketingweek.com/mark-ritson-marketing-planning-14-steps/

Strategic Marketing Plan Template & Examples. Available at: https://www.teamgantt.com/marketing-templates/strategic-marketing-plan-template

Get2Growth. Marketing plan example. Available at: https://get2growth.com/marketing-plan-example/

Marketing Evolution. What is Media Planning? Available at: https://www.marketingevolution.com/marketing-essentials/media-planning

HubSpot. Media planning: The Ultimate Guide. Available at: https://blog.hubspot.com/marketing/media-planning

HN Global

HN Global (2021) Reading Lists. Available at: https://hnglobal.highernationals.com/learning- zone/reading-lists

HN Global (2021) Student Resource Library. Available at: https://hnglobal.highernationals. com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks

Textbooks

McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them, How to Use Them. 8th Ed. Chichester: John Wiley and Sons.

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 marketing and marketing operations including the different areas and role of marketing.

P2 Explain how the marketing function relates to the wider organisational context.

M1 Analyse the role of marketing in the

context of the marketing environment.

M2 Analyse the significance of interrelationships between marketing and other functional units of an organisation.

D1 Critically analyse the external and internal environment in which the marketing function operates.

LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives

D2 Evaluate strategies and tactical approaches to the marketing mix in achieving 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 business objectives.

successfully.

LO3 Produce a marketing plan for an organisation that meets marketing objectives

D3 Produce a strategic marketing plan for an organisation that measures achievement of marketing objectives within key performance metrics.

P4 Develop a marketing plan that includes key elements of marketing planning for an organisation to achieve marketing objectives

M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to achieve marketing objectives