Subject Code & Title: TNA67 Marketing Processes And Planning
Word limit : 1,000–1,500 words
This Unit will be assessed by a 15-minute webinar, a briefing paper and a marketing plan .
You are strongly advised to read “Preparation guidelines of the Coursework Document” before answering your assignment.
TNA67 Marketing Processes And Planning Assignment 2 – ICON College UK.
TNA67 Pearson BTEC HND In Business Assignment.
A The Marketing Concept Webinar:
Transferrable 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.
Unit Learning Outcomes:
LO1 Explain the role of marketing and how it interrelates with other business units of an organisation
Vocational Scenario
Organisation (Select an appropriate supermarket that meets local needs) With a history dating back 30 years, a supermarket (of your choice) 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” of food supermarkets in the UK, with a branch network stretching to 800 stores. The UK holding company reported revenues totalling £4 billion and has an objective of increasing to 1,100 UK stores by 2025, on revenues of £6.5 billion. The business has 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 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 be better identify market potential and the factors that influence product demand.
Assignment activity and guidance :
You have been approached by a national station radio, which has invited you to be part of a webinar panel aimed at introducing its younger audience to marketing as an exciting career pathway. As part of the webinar, you have been given a 15-minute slot and have been asked 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 super market and how it supports the wider organizational context in terms of vision, mission and purpose.
Providing critical reflection on, and insights into, the internal and external factors that influence your role.
The radio station has asked you to pre-record the webinar presentation using s suitable and appropriate format (for example, MP3) and provide a full transcript.
Your task is to record the webinar and submit the accompanying transcript of the webinar.
B Process Bench marking :
Unit Learning Outcomes
LO2 Compare ways in which organisations use elements of the marketing mix to achieve over all business objectives
Transferrable skills and 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 proof-read 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 of business.
TNA67 Marketing Processes And Planning Assignment 2 – ICON College UK.
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 bench marking analysis, the organisation can identify where changes are to be made to improve performance.
The supermarket company is keen to explore new 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 bench marking analysis that will help inform and create 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 bench marking”.
On completion of the bench marking 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 of two selected “luxury” non-food products/product lines
• Evaluated the marketing strategies and tactical approached 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 set of justified recommendations on what the company can learn and deploy as it plans out its marketing strategy for the new “luxury” product line
C Marketing Planning
Unit Learning Outcomes
LO3 Produce a marking plan for an organisation that meets marketing objectives
LO4 Develop a media plan to support a marketing campaign for an organisation
Transferrable skills and competencies developed:
• How to plan and deliver tactical campaigns against SMRT (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 rollout for the new “luxury” 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-segment covered
o articulation of 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 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 multi-media plan based on quantitative and qualitative criteria.
Glossary:
Analyse: Break an issue or topic into smaller parts by looking in depth at each part. Support each
part with arguments and evidence for and against (Pros and cons). Break something down into its
components; examine factors methodically and in detail to recognise patterns by applying concepts
and making connections to predict consequences.
Apply: Use a particular method/technique to solve a problem Critically Evaluate/Analyse: When you critically evaluate you look at the arguments for and against an issue. You look at the strengths and weaknesses of the arguments.
Compare: Estimate, measure or note the similarity or dissimilarity between one thing and another… (compare something to) draw an analogy between one thing and another for the purpose of explanation or clarification.
Determine: Find a solution by argument, making clear your reasoning (e.g., determine the type of event that has occurred, based on the data provided”) (application) or “Determine the most appropriate course of action for the company, within the given constraints” (higher order skills).
Design: Create a plan, proposal or outline to illustrate a straightforward concept or idea.
Develop: Progress/expand/initialise from a starting point
TNA67 Marketing Processes And Planning Assignment 2 – ICON College UK.
Evaluate: Examine in detail the meaning or essential features of a theme, topic or situation; break
something down into its components; examine factors methodically and in detail, identify separate
factors, say how they are related and how each one contributes to the topic to make reasoned
judgements and conclusions. Review the information then bring it together to form a conclusion.
Explain: When you explain you must say why it is important or not important.Clarify a topic by giving a detailed account as to how and why it occurs, or what is meant using this term in a particular context.
Produce: To bring to existence. Give rise to by intellectual or creative ability: to make or manufacture.
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