BTEC Assignment Brief Qualiﬁcation Title HND Business (RQF) Unit Title Marketing Essentials Unit Number Unit 2 Unit Code/ Level / Credits R/508/0486 – Level 4 – 15 Credits Assignment Brief Title Marketing Essentials at H&M Vocational Scenario Case Study - H&M LO's Addressed All – LO1-3 Name of assignment author Joseph Tawiah Name of internal veriﬁer Nadeem Mirza Learning aim(s) This unit is designed to introduce students to the principles of marketing, enabling them to develop a basic marketing plan and to employ elements of the marketing mix to achieve results. While they will learn the underpinning theories and frameworks, they will also be able to relate these to realworld examples, including products/services that they encounter in their own daily lives. Organisations such as Apple, Google, VISA, Burberry, Zara, Cadbury, Nestle, Unilever, Coca-Cola, Unicef, BP and small local businesses all have at least one thing in common: they all use marketing to inﬂuence us to engage with their products and/or services. Whether it is becoming a loyal customer buying a product and service or donating to a charity, organisations use a range of marketing techniques and tools to inform and inﬂuence us. The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities; whether setting up their own business or being employed by an organisation. Issue date 30th January 2017 Hand in deadline 5th May 2017 !1 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017 !2 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017 Vocational Scenario or Context H&M’s Case Study The company‘s vision as stated on the website is: “Our vision is that all our operations are run in a way that is economically, socially and environmentally sustainable. Which will mean our business is helping to meet the needs of both present and future generations. We have to change how fashion is made and enjoyed today. We want to use our size and scale to lead the change towards fully circular and truly sustainable fashion” (HM.com) H&M has been at the forefront of affordable chic for some time now. From its Swedish base, Hennes and Mauritz has grown into a major multinational clothes and cosmetics retailer. Just the place for fashionistas, it now has over 1500 outlets in 28 countries and a turnover in 2007 of over SEK92bn. H&M was one of the ﬁrst to challenge the retail clothing sector by delivering fast fashion at low prices. The company offers different concepts for women, men, teenagers and children and includes everything from modern basics to high fashion. The collections are supplemented by matching accessories, nightwear, underwear and cosmetics. However H&M does not have factories of its own but has a multitude of designers and buyers and works with around 700 independent suppliers to produce clothing collections for almost everyone, all at affordable prices. H&M lives by its business concept, ‘fashion and quality at the best price‘. Expansion at H&M is the name of the game with 168 new stores being opened last year. The availability of attractive business locations is the major deciding factor but most recently there has been speciﬁc focus on the US, Spain, Germany, France and Canada. That said, a weather eye is also being kept on emerging markets such as Eastern Europe, China and Japan. The company’s expansion has been entirely self-ﬁnanced and with sales over the past 5 years increasing by 72% and earnings per share by 183%, the company can certainly afford it. !3 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017 Task 1 LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation Scenario: You have recently been employed as a marketing assistant at ‘H&M’ and you are located in the UK head ofﬁce. In order to test your abilities, the managing director has asked you to carry out concepts and principles of the marketing process applicable to the given organisation. Based on the ﬁndings of your research, provide answers on all of the following tasks: In your role as the marketing assistant, you have been asked to write a newsletter for publication in the company’s in-house magazine to provide a brief overview to staff on the processes of marketing and its importance for an organisation like H&M. You are required to present this newsletter in a good structure including title, introduction, main body and conclusion including appropriate theoretical references in line with ‘Harvard Convention’ where relevant. You need to adopt a critical stance and not only being descriptive in subject knowledge but showing analytical approach by using relevant examples from the given organisation to support your discussion. Your newsletter must incorporate the following: 1000 words, photography, illustration and creativity. Checklist of evidence required Newsletter - Word Limit =1000 10% +/ Criteria covered by this task: LO1: P1,P2 and M1, M2 and D1 Unit/Criteria reference To achieve the criteria you must show that you are able to: P 1 Explain the key roles and responsibilities of the marketing function in relation to H&M. P 2 Explain how roles and responsibilities of marketing relate to the wider organisational context. M1 In addition to the response of question P1, analyse the roles and responsibilities of marketing in the context of marketing environment using H&M as a means to support your answer. !4 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017 M 2 Basing your evidence from the Case Study, analyse the signiﬁcance of interrelationships between marketing and other functional units within H&M. D 1 As a marketing assistant, critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units within H&M. Task 2 LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives. In managing and overseeing the business operation of H&M, your managing director has asked you to produce a detailed report on the analysis of economic systems and business environment in which businesses operate in. The business environment is also reviewed as marketing environment in marketing management. Therefore, your report should also highlight the appropriate use of the different concepts of marketing to sustain organisational growth by responding to the changing environment effectively. Your report should be presented in a structured manner by including table of content, title, introduction, main bodies with headings and sub-headings, and conclusion or summary. Checklist of evidence required Marketing Plan Word Limit =700 10% +/ Criteria covered by this task: LO2 : P3, M3 Unit/Criteria reference To achieve the criteria you must show that you are able to: P 3 Compare the ways in which H&M and Zara apply the marketing mix to the marketing planning process to achieve business objectives. !5 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017 M 3 Using your knowledge as a marketing assistant, evaluate different tactics applied by H&M and Zara to demonstrate how business objectives can be achieved. Task 3 LO3: Develop and evaluate a basic marketing plan In your role as a marketing assistant, your marketing director has approached and asked you to contribute in the company’s business plan by writing a basic marketing plan. Therefore, you are required to produce a marketing plan mainly focusing on the marketing concepts, current situation analysis of the business and the use of marketing mix in different contexts. You should present your marketing plan in an appropriate structure including executive summary, and introduction by developing main key elements of a marketing plan where possible. Please note: you only have to produce one marketing plan, the level of detail regarding the merit and distinction criteria are additional. Checklist of evidence required Marketing Plan Word Limit =800 10% +/ Criteria covered by this task: LO3: P4, M4 and D2 Unit/Criteria reference To achieve the criteria you must show that you are able to: P 4 Produce and evaluate a basic marketing plan for H&M. M 4 Considering your role as a marketing assistant, produce a detailed, coherent evidence-based marketing plan for H&M. D 2 As a marketing assistant, design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives for H&M. !6 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017 !7 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017 Sources of information to support you with this Assignment Reading List : There is a large number of textbooks available covering the areas in this unit. These include: 1.BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson 2.GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Brieﬁngs). London: Palgrave Macmillan 3.JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7th Ed. Maidenhead: McGraw-Hill 4.KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: Prentice Hall 5.MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed. Chichester: John Riley and Sons 6.Kotler, Philip; Kevin Lane Keller (2009). "1". A Framework for Marketing Management (4th ed.). Pearson Prentice Hall. ISBN 0-13-602660-5. 7. Kotler, Philip & Keller, L. Kevin (2012). Marketing Management 14e. Pearson Education Limited 2012 8. McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin. 9. "The Marketing Mix and 4 Ps - Marketing Skills Training from". MindTools.com. Retrieved 2014-04-06. 10.Needham, Dave (1996). Business for Higher Awards. Oxford, England: Heinemann. 11.Schultz, Don E; Tannenbaum, Stanley I; Lauterborn, Robert F (1993), Integrated marketing communications, NTC Business Books, ISBN 978-0-8442-3363-5 12.Shimizu, Koichi (1989) "Advertising Theory and Strategies," (Japanese) ﬁrst edition, Souseisha Book Company in Tokyo. (ISBN4-7944-2030-7 C3034 P3980E) pp.63-102. 13. Shimizu, Koichi (2014) "Advertising Theory and Strategies,"(Japanese) 18th edition, Souseisha Book Company (ISBN4-7944-2132-X C3034) pp.63-102. 14.Solis, Brian (2011) Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, John Wiley & Sons, Inc. pp.201-202. 15. Shimizu, Koichi (2003)"Symbiotic Marketing Strategy,"(Japanese) 4th edition, Souseisha Book Company.(ISBN4-7944-2158-3 C3034) ! 8 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017 Other assessment materials attached to this Assignment Brief eg, work sheets, Brochure, case study FOR NQF LEVEL 2 ONLY: If you have not achieved the Level 2 criteria, your work will be assessed to determine if the following Level 1 criteria have been met. To achieve the criteria you must show that you are able to: Unit Criterion reference !9 Pearson BTEC Level 5 HND Diploma in Business Unit 2 Marketing Essentials January 2017