for final assessment with Part B (i.e. in ONE document containing PARTS A & B) on 28 September 2015. In order to assist with your learning and to give you some early feedback you are encouraged to submit a draft of your FULL ANSWERS to Part A and / or an OUTLINE / PLAN of your answers to PART B to your tutor. You are then able to alter your work accordingly after receiving feedback and before the final submission. This is optional and does not contribute to the grading for the module and whether you do this or not you must still submit Part A with Part B i.e. in one MS Word document, on 28 September 2015. If you do decide to complete either, or both, of the 'drafts' then, in order to receive timely feedback, they must be emailed to the module tutor by 13 August 2015 latest. You can email the drafts/s to your tutor earlier if you are ready to but please ensure that you have worked through the learning materials BEFORE you put any draft work / assignment plan together. The tutor's email address can be found on the module page on ilearn and you will receive feedback within seven working days. Page 3 of 11 PART A In Unit 3 of the ilearn learning materials you will have discovered the basis of the 4Ps (the basic marketing mix) as well as the 'extended' 7Ps. This initial short assignment task gives you an opportunity to apply it and to receive some early feedback from your tutor. (Assessment Criteria 3.1, 3.2, 3.3, 3.4, 3.5, 4.1) You should identify two similar products with similar basic product features that aim at different CONSUMER (4.1) market segments. You do not need to concern about where the product was developed and made. It can be made locally or imported. For example you might compare a shampoo formulated for baby that can be used by adults and a shampoo formulated for women who suffering from hair loss. You should then use the table format shown below to illustrate, analyse and explain how the two businesses use each of the elements of the marketing mix for the products/services that you have selected. Product or Service A Product or Service B Product (3.1) Explain how products are developed to sustain competitive advantage Place (3.2) Explain how distribution is arranged to provide customer convenience Price (3.3) Explain how prices are set to reflect an organisations objectives and market conditions Promotion (3.4) Illustrate how promotional activity is integrated to achieve marketing objectives People (3.5) Analyse the additional elements of the extended marketing mix Physical Evidence (3.5) Analyse the additional elements of the extended marketing mix Process (3.5) Analyse the additional elements of the extended marketing mix Suggested Word Count 1500 words Page 4 of 11 (You should try to use 2 x academic sources (one of which must be the core e-text recommended for the course) as well as 2 x non-academic sources (e.g. magazine article, website) in your answer to PART A ensuring to reference their source correctly – this will allow for a better balance of theory / practice in your writing which is key to a good grade.) PART B Scenario – Introducing a smart phone to your local market You are the marketing manager of a well-known international smart phone designer and manufacturer. You are tasked to lead a newly designed Android based state-of the-art smart phone launch to your local market. The product has a lot of new features and functions that other competing Android based smart phones cannot offer. You are required to prepare a marketing proposal to your business head highlighting the market competitive situation, customer characteristics and proposed marketing strategies for the product to the targeted consumer groups of your choice. You are to submit your report on TBA. Your report should cover the following: Task 1: Marketing Context (approx. 800 words)  Explain the marketing planning process and argue "marketing oriented approach" for the smart phone product (Assessment Criteria 1.1, 1.2)  Outline some of the macro i.e. external (e.g. PESTLE) and micro i.e. internal (e.g. SWOT) factors for the smart phone company to consider when making marketing decisions (Assessment Criteria 2.1) Task 2: Segmentation, Targeting and Positioning (approx. 1000 words) Consider the new smart phone Explain and propose segmentation criteria for new smart phone product for two different markets (e.g. using the approach of behaviour segmentation, benefit segmentation, demographic segmentation, or psychographic segmentation) (Assessment Criteria 2.2)  Use examples from the two markets used in the above answer to demonstrate how buyer behaviour affects marketing activities in the different buying situations. (Assessment Criteria 2.4)  Propose a suitable targeting strategy and positioning for smart phone product. (Assessment Criteria 2.3, 2.5) Page 5 of 11 Task 3: Marketing Mix / Marketing mix in different contexts (approx. 700 words)  Plan the marketing mix (including all 7Ps) for the smart phone in BOTH consumer and business markets – this will help you to illustrate the differences that the smart phone might have to consider when marketing smart phone product to businesses rather than consumers. (Assessment Criteria 4.1, 4.2)  Discuss and show how and why the smart phone might have to adapt the marketing mix if they were to also offer the new product to an international market. (Assessment Criteria 4.3)