ASSIGNMENT BRIEF Qualification Unit number, code and title Pearson BTEC Level 5 HND Diploma Business Unit 19, Y/601/1259, Marketing Planning Module Leader: Lecturers: Peter Chuma, Christian, Peter, Alfred, Mudassar, Waheed, Parisa, Asim, Razuir Distribution date Submission deadline W/C – 22/09/2014 7th December 2014 Assignment title MARKETING PLANNING Learning Outcome Learning outcome Assessment Criteria In this assessment you will have the opportunity to present evidence that shows you are able to: Task no. Evidence (Page no) LO1 Be able to compile marketing audits 1.1 Review changing perspectives in marketing planning 1 1.2 Evaluate an organisation's capability for planning its future marketing activity 1 1.3 examine techniques for organisational auditing and for analysing external factors that affect marketing planning 1 1.4 Carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation 1 LO2 Understand the main barriers to marketing planning 2.1 Compare the effectiveness of different leadership styles in different organisations 2 2.2 Examine how organisational theory underpins the practice of management 2 LO3 Be able to formulate a marketing plan for a product or service 3.1 Write a marketing plan for a product or a service 3 3.2 Explain why marketing planning is essential in the strategic planning process for an organisation 3 3.3 Examine techniques for new product development 3 3.4 Justify recommendations for pricing policy, distribution and communication mix 3 3.5 explain how factors affecting the effective implementation of the marketing plan have been taken into account 3 LO4 Understand ethical issues in marketing 4.1 Explain how ethical issues influence marketing planning 4 4.2 Analyse examples of how organisations respond to ethical issues 4 4.3 Analyse examples of consumer ethics and the effect it has on marketing planning. 4 Learner declaration I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature: Date: Introduction Marketing is essential if any business is to exploit market opportunities, maximise their performance and outperform its rivals. Therefore the starting point for any good marketing plan is for a business to consider its broader organisational vision/mission and their corporate aims and objectives. The corporate aims and objectives refer to what the business wishes to achieve in the future. They are statement of purpose which outlines the aspiration of the business example international expansion or to grow domestic market share. Any marketing plan must support these broader and overarching objectives, otherwise the business run the risk of being distracted from what is originally set out to achieve or performing poorly. The corporate aims and objectives cannot be achieved without an analysis of the business environment. This is where so many businesses often get it so wrong, analysing the environment or to use another expression environmental scanning(Johnson and Scholes) simply refer to the process of exploring the external environment(the market) and attempting to further understanding your specific strengths and weaknesses. This is essential if a business is to truly grasp the competitive pressures of the environment in which they operate. A good environmental analysis will take account of both internal and external factors armed with a thorough understanding of the marketplace and their specific strengths and weaknesses a business is now much better placed to adopt a relevant strategy in order to be successful. Marketing strategies usually involve adopting one or more of Ansoff's marketing strategies or one of Porter's generic strategies. At this stage businesses will outline their SMART marketing objectives example growing a domestic market share in the country of origin by 10% by 2015. Such forecast will allow the business to monitor their progress and judge the effectiveness of their marketing plan when implemented Adopted Case study Scenario Nelson Consortium started a cloth retail business (Nelson Professional clothing) ten years ago, operating in London high competitive environment. In the last few years, the company faced a shocking drop in turnover as a result of the 2008/09 global recession. The management of the company considers exiting the market as they struggled to meet their operational activities, or alternatively to downsize and sell off some assets and remain in business. Gantts Hill Research and Consultancy Group, a marketing consulting firm was contracted to devise am marketing audit and formulate a marketing plan to see how the business will remain and out compete other players to gain high rent. Gantts Hill Research and consultancy Group first conducted internal audit of Nelson Professional Clothing Plc and provided a report to the management of the company concerning marketing ethics and to review the changing perspective of marketing plan, scanning the internal and external business environment and more important formulate appropriate marketing planning tool Task 1 (L.O. 1: 1.1, 1.2, 1.3, 1.4 As the head of marketing and research employed by GRCG your has been assigned to compile a marketing audit for Nelson professional clothing or any organisation of your choice write an essay on the following: P 1 Review changing perspective in marketing planning(1.1) P 2 Evaluate an organisation capability for planning its future marketing activity using the above Case study or an organisation of your choice (1.2) P 3 Examine the techniques for an organisational auditing and for analysing external factors that will affect the marketing planning using above case study or an organisation of your choice(1.3) P 4 Carry out organisational auditing and analysis of external factors that affect the marketing Planning in a given situation using the scenario above or an organisation of your choice (1.4) To achieve M1, you will make and find appropriate solutions in evaluating and examining the organisations capabilities for planning it's future marketing activities & also carry out an organisational audit (P 1-4) Task 2 (LO2: 2.1, 2.2 The main reason for conducting drawing and conducting a marketing plan is to enable an organization identify and create a competitive advantage P 5 Assess the main barriers to marketing planning for Nelson Professional Clothing(2.1) P 6 As a member of Gantts Hill Research and Consulting group examine how an organization like Nelson Professional Clothing PLC or an organization of your choice may overcome barrier to marketing planning(2.2) To achieve M2, you will have used suitable techniques to explore and assess the main barriers to an organisation's marketing plan and also examine how the organisation may overcome those barriers (P5-6) Task3 (LO3: 3.1,3.2,3.3,3.4,3.5 A marketing plan can be defined as a written statement outlining the marketing aims of an organisation, which will include a statement of the product or services, target for sales, market shares and profit, promotional and advertising strategies, distribution channels and pricing policies etc. Therefore to successfully carry out a marketing plan organisations will have to go through a series of steps P 7. As a marketing consultant advising Nelson Professional Clothing Plc write a marketing plan for a product or services(3.1) P 8. Explain why marketing planning is essential in the strategic planning process for an organisation like Nelson Professional Clothing Plc or an organisation of your choice (3.2) P 9. Examine the techniques for new product development(3.3) P10.Justify recommendation for pricing policy, distribution and communication mix(3.4) P 11.Explain how factors affecting the effective implementation of the marketing plan been taken into account (3.5) To achieve M3, the findings and the research conducted should be well presented and communicated in suitable business formats and will use business terminology accurately in explaining why is it essential for marketing plan in relation to the strategic planning process of an organisation. Also with justification of pricing policies and the factors that affect the implementation of an organisation marketing plan (P7-11) TASK 4 (LO4: 4.1,4.2,4.3 As it is widely and the adoption of some regulations, most organisations faced and are under intense pressure to respond to many ethical issues ranging from climate change waste management ecological sustainability and biodiversity, outsourcing and fair trade, recycling and carbon emission, employee rights and welfare and social issues. P12. Explain how ethical issues influence marketing planning(4.1) P13. Analyse examples of how organisations organisation of your choice will respond to ethical issues using the Scenario above or any organisation of your choice 4.2) P14.Analyse examples of consumer ethics and the effect it has on marketing planning (4.3) To achieve D1, you will have applied critical reflection and draw conclusions in explaining the influence of ethical issues in organisation marketing plan, with analysis of how organisation respond to ethical issues ( P12-P13) To achieve D2 you will have demonstrated an effective approach to independent research and study and will have met the deadline to submit the tasks and achieve the unit assessment criteria. (P1-P14) To achieve D3, you will have to creatively justified and analysed the consumer ethics and the effect it has on an organisation's marketing plan P 14 Evidence checklist Summary of evidence required by student Evidence presented Task 1 Essay requires the application of theory in reviewing the changing perspectives of marketing planning with evaluation and conducting an organisational audit Task 2 Essay on the barriers to market planning and examining how the barriers could be overcome by organisations Task 3 Essay on a marketing plan for a product or service and explanation of the essence of a marketing plan Task 4 Essay on ethical issue and consumer ethics in relation an organisation marketing plan In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades Grade Descriptor Indicative characteristic/s Contextualisation M1 Identify and apply strategies to find appropriate solutions Effective judgements have been made. An effective approach to study and research has been applied. To achieve M1, you will make and find appropriate solutions in evaluating and examining the organisations capabilities for planning it's future marketing activities & also carry out an organisational audit (P 1-4) M2 Select / design and apply appropriate methods / techniques Appropriate learning methods/techniques have been applied. To achieve M2, you will have used suitable techniques to explore and assess the main barriers to an organisation's marketing plan and also examine how the organisation may overcome those barriers (P5-6) M3 Present and communicate appropriate findings Communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used. To achieve M3 the findings and the research conducted should be well presented and communicated in suitable business formats and will use business terminology accurately in explaining why is it essential for marketing plan in relation to the strategic planning process of an organisation. Also with justification of pricing policies and the factors that affect the implementation of an organisation marketing plan (P7-11) D1 Use critical reflection to evaluate own work and justify valid conclusions Conclusions have been arrived at through synthesis of ideas and have been justified. Realistic improvements have been proposed against defined characteristics for success. To achieve D1 you will have applied critical reflection and draw conclusions in explaining the influence of ethical issues in organisation marketing plan, with analysis of how organisation respond to ethical issues ( P12-P13) D2 Take responsibility for managing and organising activities Activities have been managed. To achieve D2 you will have demonstrated an effective approach to independent research and study and will have met the deadline to submit the tasks and achieve the unit assessment criteria. (P1-P14) D3 Demonstrate convergent /lateral / creative thinking Effective thinking has taken place in unfamiliar context To achieve D3, you will have to creatively justified and analysed the consumer ethics and the effect it has on an organisation's marketing plan P 14 Achievement Summary Qualification Pearson BTEC Level 5 HND Diploma in Business Assessor name Unit Number and title Unit 19 Marketing Planning Student name Criteria Reference To achieve the criteria the evidence must show that the student is able to: Achieved? (tick) LO 1 Be able to compile marketing audit 1.1 Review the changing perspective in marketing planning 1.2 Evaluate an organisation's capability for planning its future marketing activity 1.3 Examine techniques for organizational auditing and for analyzing external factors that affect marketing planning 1.4 Carry out organizational auditing and analysis of external factors that affect marketing planning in a given situation LO 2 Understand the main barriers to marketing planning 2.1 Assess the main barriers to marketing planning 2.2 Examine how organisations may overcome barriers to marketing planning LO 3 Be able to formulate a marketing plan for a product or service 3.1 Write a marketing plan for a product or a service 3.2 Explain why marketing planning is essential in the Strategic planning process for an organization 3.3 Examine techniques for new product development 3.4 Justify recommendations for pricing policy, distribution and communication mix 3.5 Explain how factors affecting the effective implementation of the marketing plan have been taken into account LO 4 Understand ethical issues in marketing 4.1 Explain how ethical issues influence marketing planning 4.2 Analyze examples how organizations respond to ethical issues 4.3 Analyze examples of consumer ethics and the effect it has on marketing planning Higher Grade achievements (where applicable) Grade descriptor Achieved? (tick) Grade descriptor Achieved? (tick) M1: Identify and apply strategies to find appropriate solutions D1: Use critical reflection to evaluate own work and justify valid conclusions M2: Select/design and apply appropriate methods/techniques D2: Take responsibility for managing and organising activities M3: Present and communicate appropriate findings D3: Demonstrate convergent/lateral /creative thinking Assignment Feedback Formative Feedback: Assessor to Student Action Plan Summative feedback Feedback: Student to Assessor Assessor Signature Date Student Signature Date