READ THE WHOLE ASSIGMNT BRIEF BEFORE START BECAUSE IS IMPORTANT THE ASSIGMENT MUST BE SUBMITTED IN THREE DIFFERENT FORMATS SO 3 DOCUMENTS
You are required to submit three types of evidence as listed hereunder:
Webinar Presentation
Briefing Paper
Marketing Plan Report.
TASK A: Vocational scenario
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 rapidly expanded into a supermarket chain with 4,200 stores across Europe. Since 2000, the business has developed an impressivepresence 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 totalling £4 billion, aiming to increase 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 allows 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 to test trials in selected stores before full rollout. Your duties include:
Gather information on competitors to analyse their sales, prices, and methods of distribution and marketing to learn about the competition thoroughly.
Conduct Research on marketing strategies and consumer opinions.
Track and forecast trends in sales and marketing, producing reports on the
results for management to inform their decision-making.
Collect and analyse data on customer preferences, demographics, buying habits, and needs to identify better market potential and the factors that influence product demand. You report to a Regional Marketing Manager who, in turn, is line-managed by the Marketing Director.
Task A- Webinar Presentation (LO1)
The supermarket has approached you to be a part of a webinar panel aimed at introducing its younger audience to marketing as an exciting career pathway. As part of the webinar presentation, you have been given a 15- minute slot and have been asked to discuss and analyse the following areas in 1000 to 1500 words:
1. Introduction and Background: The concept and role of marketing in the 21st century.
2. Explanation: Roles and responsibilities in marketing and the competencies required to succeed.
3. Analysis: 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.
4. Discussion: Provide critical reflection on, and insight into, the internal and external factors that influence your role.
5. Conclusion and Findings: How organisations can effectively link various functions for marketing strategies.
6. References:Linkyouranalysiswithcurrentandrelevantacademicresearch.
The PowerPoint Presentation should be delivered and recorded using the recording option in PowerPoint software. You must include contemporary examples and references to relevant academic theories and models.
Key tips: In Task A, you can consider including various aspects, models, and theories, such as:
The roles, responsibilities and competencies required in marketing, e.g. marketing executive, marketing and communications officer, digital marketer.
Overview of marketing processes, including market research, data analysis, strategic planning, and marketing campaigns.
The role of digital marketing as a core driver of marketing strategy, including Search Engine Optimisation (SEO), use of web analytics, social media marketing, mobile marketing, and pay-per-click marketing.
Sector-specific legal, regulatory and compliance frameworks, including current data protection regulations. The interrelationships of business units: Marketing as a business function. The different roles of business units and the interrelationships between these functional areas and marketing. The principles of stakeholder management and customer relationship management (CRM) to facilitate effective cross-functional relationships internally.
Note: You are expected to develop your PowerPoint presentation in a professional academic writing style. You must do commentary and record the presentation using PowerPoint software. You are required to include academic references in Harvard style. An academic form of writing includes linking research coherently to your writing and using referencing, such as a bibliography, citing, and quotes. The presentation should address the client’s requirements and must be submitted with full speaker notes. You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate. The recommended word limit is 700– 800 words, excluding references. You can separately include speaker notes, although you will not be penalised for going under or exceeding the total word limit.
Report structure outline: You can consider writing your report in the given format below:
TASK A Presentation Structure:
6
Table of contents
Introduction
Explanation
Analysis
Discussion
(You need to have further headings and sub-headings in the main body)
Conclusion
Findings
References
1. Titlepage
Task B: Vocational scenario
In your role as Junior Marketing Analyst, one of your key roles is to gather information on competitors to conduct an analysis of their sales, prices and methods of distribution and marketing to learn about the competition thoroughly. 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 reaching out to existing and new customer segments, avoiding product cannibalisation (the reduction of the sales of a company’s own products as a consequence of its introduction of another similar product), and ensuring that existing and similar product lines are not consequentially perceived as lesser ‘quality’.
You have been asked to conduct a benchmarking analysis to help inform and create a compelling proposition for the new food line in customers’ minds. You and your manager have been discussing this and have decided that value would be gained by critically evaluating marketing mix strategies across different non-foodbusinesses 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’.
TASK B – Briefing paper on ‘Process Benchmarking’. (LO2)
On completion of the benchmarking analysis, you are required to prepare your findings as a briefing paper (850 to 1000 words max) for the senior management team. The briefing paper must include an analysis of all the following elements:
1. AnappropriateIntroductionandthepurposeofthebusinessbriefingpaper. You must introduce the two non-food ‘luxury’ product lines that you will suggest for a new product launch.
2. Explanation: Identify and compare the extended marketing mix for two
selected ‘luxury’ non-food products/product lines.
3. Evaluation: Evaluate the marketing strategies and tactical approaches adopted by the Marketing department and how they contribute to the success of the organisations in meeting their overall business objectives.
4. Conclusion and Recommendations: Provide 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.
5. Valid and justified recommendations to be presented for the business expansion based on the analysis.
6. References to link the research and key analysis with current and relevant academic resources.
Note: You are prohibited from using page borders and text boxes on your MS Word document for the assignment. You are expected to present your report in a professional academic writing style. You are required to include academic references in Harvard style. The report would have a maximum word count of approximately 850– 1000, excluding references. However, you would not be penalised for going under or exceeding the word limit. The word count does not include the bibliography. An academic form of writing includes linking research coherently to your writing and using referencing, such as a bibliography, citing, and quotes.
Key tips: In Task B, you can consider including various aspects, models, and theories, such as
• The 7Ps marketing mix: Creating a unique selling proposition for products
and services. Product portfolio analysis (Boston Consulting Group Matrix and GE McKinsey Matrix) to identify new product development and planning for the different stages of the product lifecycle. Reviewing pricing models in view of established price points and sensitivity to competitors’ pricing and consumers. Different pricing strategies and tactics. Place strategies and channel distribution for expanding access and reach to specific market segments. Promotion to stay ahead of the competition, including integrated communication mix, cross-communication solutions and digital promotional tools and strategies. The different roles of ‘people’ in marketing, including customer interfacing and support personnel, deliver both customer and added value. Physical evidence and the tangible aspects of service delivery − visual, aural and olfactory elements. Systems and processes involved in delivering a consistent service. The different types of processes are used to expedite the marketing function.
• Achieving overall business objectives: Marketing mix tactics for building and maintaining stakeholder relationships, penetrating markets, expanding reach to new market segments and developing new products. Adapting and integrating the marketing mix to meet organisational objectives and changes in a competitive environment
Task B- Briefing paper Structure
1. Title page
(Name, unit title, assignment title, date, etc.)
Table of contents
Introduction
Main body
(You need to have further subheadings)
Findings
Conclusion
Recommendations
References
As a Junior Marketing Analyst at the supermarket chain, you have been workinghard to prepare the rollout 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 must 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 with the overall organisational objectives. Your marketing plan must also incorporate a media plan as part of the overall marketing campaign.
TASK C: Marketing Plan Report (LO3, LO4)
In producing the marketing plan (1000 to 1500 words), you must address the following areas:
1. Introduction: How the strategic marketing plan links with the overall organisational mission, corporate strategy, and objectives.
o Clear and SMART marketing objectives.
o Marketing research to support the new product line launch.
2. Analysis:Asituationalanalysis,including:
o Marketing audit, using appropriate analytical tools, including SWOT, Pestle
and 5C analysis.
o A competitor analysis including the market segments and sub-segments covered.
o Articulate the new product value proposition in the eyes of the customer.
3. Marketing Strategies: Development of the marketing strategies applied to
the extended marketing mix.
o Settingofanoverallmarketingbudget,includingallocationofplannedspend. o Tactical actions.
o Identifying appropriate control and monitoring measures to ensure achievement of
o objectives, including metrics to measure success, such as Return on Marketing
o Investment (ROMI) and Customer Lifetime Value (CLV).
4. Media Plan: A comprehensive media plan that supports the planned
marketing campaign; this will also include a media budget.
5. Recommendations: recommendations and rationale for selected and integrated multi-media activities within the set budget that meet the marketing objectives of appropriate digital, offline, and social media channels for communication
o full justification for a multi-media plan based on quantitative and qualitative criteria.
Conclusion: Summarise the report’s key findings after your analysis.
References: Link the research and key analysis with current and relevant academic resources.
