英国市场营销作业指导-INDIVIDIAUL MARKETING PLANNING BUSINESS REPORT

英国市场营销essay指导-INDIVIDIAUL MARKETING PLANNING BUSINESS REPORT

 

Brief:  You are required to choose a company and a particular BRAND in order to analyse and propose a marketing portfolio report to solve an “EXISTING” issue regarding with the brand or company to solve this issue by playing marketing role game where you need to apply your knowledge of marketing theory to practice. 

 

Industries to choose from:  

 

• Hotel industry (e.g., international hotel chain group or a boutique hotel)

• Male skin care (e.g. L’Oreal, Lancome)

• Chocolate(e.g., Godiva)

• Non-Governmental Organisations (NGOs) (e.g., Cancer Research UK, Terrence Higgins Charities)

• Car Industry (particularly Eco-friendly like Hybrid or efficient market)

• Wellington Boots (e.g., Hunters)

简介：你需要选择一个公司，为某个特定品牌的营销组合报告分析并提出了解决问题的“存在”的品牌或公司来解决这一问题发挥营销的作用，在游戏中你需要把你的市场营销理论知识与实践。

选择行业：

•酒店业（例如，万国酒店连锁集团或一家精品酒店）

•男性护肤品（如欧莱雅兰蔻，）

•巧克力（例如，高迪瓦）

•非政府组织（NGO）（例如，英国癌症研究慈善机构，泰伦斯希金斯）

•汽车行业（特别是生态环保的混合动力或有效市场）

•惠灵顿靴子（例如，猎人）

 

MARKETING PLANNING BUSINESS REPORT:

 

An important distinction between strategic planning and marketing planning is that marketing professionals focus much of their planning efforts on issues related to the marketing mix—the firm’s product, its price, promotional approach, and distribution (place) methods.

 

The following steps are involved in the marketing planning process:

 

Step 1: Perform a Situation Analysis: Where are we now?

 

The host organisation and brand must now be thoroughly researched, to present a comprehensive understanding of the situation and to define its commercial profile and the current financial status. The organisation’s data must be integrated with outside economic  & market data and competitor performance analysis in order to complete a good quality ‘situation analysis’ answering the question  ‘Where are we now?.#p#分页标题#e#

 

Before launching into your marketing communications plan, you must first analyse the current situation. 

So review: 

1. Your company mission, vision and corporate strategy. 

2. Relevant macro-environmental insight 

3. An analysis of your internal environment  

4. Review what you know and understand about your customers and their buying behaviour 

5. Look at levels of customer satisfaction  

6. Competitor insight and other insight on your market. 

7. Review your segmentation strategy and how your product/service is differentiated. 

8. Review your competitive positioning and your competitor advantage 

9. Review your product and brand management strategy. 

10. Review your pricing strategy. 

11. Review your distribution strategy

12. Review the insight gained from the analysis of the company’s data base. 

13. Analyse relevant research and marketing information analysis 

14. Consider using a SWOT analysis.

发射前你的营销计划，你必须首先分析现状。

所以回顾：

1。你的公司使命，愿景和企业战略。

2相关的宏观环境的洞察力。

3。你的内部环境分析

4。回顾一下你知道和了解你的客户和他们的购买行为

5看顾客满意的水平。

6。你的竞争对手的洞察力和市场洞察力。

7。回顾你的分割策略和你的产品/服务是有区别的。

8。回顾你的竞争定位和你的竞争对手的优势

9。检查你的产品和品牌管理策略。

10回顾你的定价策略。

11回顾你的分配策略。

12。回顾从公司的基础数据的分析中获得的洞察力。

13。相关研究和营销信息分析

14。考虑使用SWOT分析。

 #p#分页标题#e#

The Campaign Rationale, or what might be regarded as the Client Brief, is basically a detailed assessment to answer the question - Where are we now? 

 

Evaluate the Internal and External Environment

 

This is referred to as a situation analysis, environmental analysis, or sometimes a business review. The internal environment is all controllable elements inside a firm that influence how well the firm operates. Examples include the firm’s people, its technologies, physical facilities, financial stability, and relationships with suppliers.The external environment consists of elements outside the firm that may affect it either positively or negatively. The external environment for today’s businesses is global, so managers/marketers must consider elements such as the economy, competition, technology, law, ethics, and socio-cultural trends. Unlike elements of www.ukthesis.org the internal environment that management can control to a large degree, the firm can’t directly control these external factors, so management must respond to them through its planning process.

 

Thereafter, conduct aSWOT analysis, a summary of the ideas developed in the situation analysis, allows managers to focus clearly on the meaningful strengths (S) and weaknesses (W) in the firm’s internal environment and opportunities (O) and threats (T) coming from outside the firm (the external environment).

 

 

Step 2: Describe Employed Marketing Strategies

Normally these can be considered as sales-related objectives, such as market share, sales revenues, volumes, ROI and profitability indicators. So, outline what is/are the marketing objective(s) of the company?

 

Step 3:  Outline a Target  Segment, Market, Target Audiences & Positioning 

The target market is the market segment(s) a firm selects because it believes its offerings are most likely to win those customers. The firm assesses the potential demand—the number of consumers it believes are willing and able to pay for its products—and decides if it is able to create a sustainable competitive advantage in the marketplace among target consumers. To do this:

1.  Look at your relevant market intelligence reports. 

2. Do your desk research (including gathering information from your analysis, above). 

3. Review relevant, previously produced research and analysis. 

4. Review your insight/learning from previous campaigns. 

 

Step 4: Outline the Product/Brand’s Marketing Objectives #p#分页标题#e#

 

Marketing objectives are specific to the firm’s brands, sizes, product features, and other marketing-mix elements. From a combination of the macro and micro analyses, a summary of findings, conclusions and recommendations should be produced that will answer the question - Where do we want to be?  This should then be expressed in terms of marketing objectives.  Marketing objective should be expressed through product terminology such as market share, market entry, or market terminology such as customer retention, or customer acquisition/new market development.  This recommendation will answer the question of“where do we want to be?”.

 

It might be based upon either the need to create change in order to continue to prosper  or to respond to a change/challenge from the market place. Identify the brand/product issue(s) that needs to be addressed, where the marketing recommendation will then become the focus of the project mission and the MC Campaign Plan that supports its delivery. The strategy that is appropriate for the recommendation should be fully explained, along with its application for marketing communications planning.

 

Step 5:   Outline Marketing Mix Strategies of the Brand

 

Marketing mix decisions identify how marketing will accomplish its objectives in the firm’s target markets by using product, price, promotion, and place.

 

5.1  Product Strategy: you need to identify the existing strategies of the company. Product strategies include decisions such as product design, packaging, branding, support services (such as maintenance), if there will be variations of the product, and what product features will provide the unique benefits targeted customers want.  So, outline the actual, core and augmented product features.

 

5.2 Pricing Strategy; you also need to briefly outlined the currently employed pricing strategies by using some advert examples. Also, the other relevant elements that will be thought in the class.

 

5.3 on Distribution Strategy: outlined currently employed distribution strategy(ies).

 

• Distribution strategies: it outline how, when, and where the firm will make the product available to targeted customers (the place component). In developing a distribution strategy, marketers must decide whether to sell the product directly to the final customer or to sell through retailers and wholesalers.

 

Step 6: Design aMARKETING COMMUNICATIONS PLANNING toachieve and maintain or revitalizing the product/brand that you are stated to as target audience(s).

 

• A promotional strategy: is how marketers communicate a product’s value proposition to the target market. Marketers use promotion strategies to develop the product’s message and the mix of advertising, sales promotion, public relations and publicity, direct marketing, and personal selling that will deliver the message.#p#分页标题#e#

This section will outline “how to we get there?”. By exploring thisthe organisation will be in part to solve through the application of an marketing communications (MC) campaign of the marketing objective(s).

After identification of the product/brand issue in the marketplace, then break down each marketing communications element that you are proposing to employ to solve the issue and enable the company to achieve the company’s set marketing objective(s). First, set out your promotion or marketing communication strategy, thereafter, provide your employed promotional tools’ objectives by breaking them down as:

o Marketing communications objectives, which might be: 

 Advertising objectives. 

 Sales promotion objectives. 

 Direct marketing objectives. 

 Experiential marketing objectives. 

 Web development objectives, etc.

Note: Do not forget, you will not need to addressed all of the above, just choose the appropriate promotional tools that will enable you to achieve the company’s marketing objectives. You can address and justify this by understanding each promotional tools’ objectives. 

Please use this section to illustrate your Creative Skills on, e.g., poster design, slogan, example of sales promotion (if applicable).

 

Tips for writing a good report

 

• Ensure you include a reference / bibliography at the end of the report. 

• Do not waste time simply describing the marketing theory as there are no marks for this. This report should consist mainly of your own analysis in which you apply what you know of marketing theory to an example of an industry. 

• To illustrate an understanding of type of segmentation strategy, target audiences, target market, etc. and only outline them concisely and to the point by providing references in micro environmental and market analysis.

• The report should be written as one continuous document and all sections should be written in the same style. It should not be possible for the marker to see where one person’s section stops and the next person’s section starts.

• #p#分页标题#e#Ensure that you have proofed your report before submitting it. Ask someone to read it for you and tell you if it makes sense. 

• Pay attention to how the report is laid out and make sure it looks clean and professional. 

• Stick to the word limit. Write simple and short sentences and try and avoid repeating yourself. 

• Include a table of contents and make sure that there are page numbers on the report. 

• Academic style requires you to write in the third person i.e. “this report will argue that…”  Do not use “we” or “I”.

 

Essential requirements: 

 

• Use 1.5 line spacing and an easily read font at size 11 or 12. (This is Arial 12). 

• Make sure that all diagrams and tables are clearly titled. 

• Use Harvard referencing format.  If you are unclear about this, go to and click ‘reference your work’ for details on the university’s website.

• A slim binder or a single staple to the top left hand corner is an acceptable binding. 

 

MARKING CRITERIA % (PER CENTAGE)

Well presented, followed the format and  tone of the report 5

Analysis of micro environment of the market with the use of extensive secondary resources 10

Explanation of existing current market situation of the brand, such as Segmentation, targeting and positioning strategy of the brand 10

Illustration and evaluation of currently employed 4Ps strategies. 15

Demonstration of theory and marketing concepts understanding in relations to marketing audit analysis. 15

Appropriate recommendation for marketing communication/promotional mix to reach stated marketing objective(s). 35

Creative Skills Applications & Illustration in the process of promotional mix strategies outlining. #p#分页标题#e#10

 

Threshold assessment criteria 

 

These will give you a broad indication of what is required to get a given mark.

 

Level Threshold Criteria 

70+ An excellent assessment which shows a familiarity with the relevant literature and a thorough grasp of theoretical principles. In addition to the features described as typically meriting a 60-69, the assignment should demonstrate at least an emerging ability to evaluate and criticise sources. The quality of argument should demonstrate a degree of sophistication. The written work is of a high standard and the use of sources thorough and mostly correct. 

 

60-69 A very good assessment, in which all major aspects have been completed to a high standard. There is clear evidence of relevant reading beyond the core text book and successful application of principles in the realisation of the work. There is a good standard of logic and of presentation. The written structure is good. It should show an emerging ability to compare and contrast relevant information and take a reflective view. 

 

50-59 A good assessment without significant misunderstandings or factual errors but which lacks depth in understanding of relevant concepts, and where the evidence of appropriate reading could be broadened. There should be clear use of the required format for referencing. There may also be weaknesses in the structure of written work and some clumsiness in expression. An example might be an assessment which does not demonstrate a clear understanding of the subject, or in which the analysis or interpretation of evidence is limited. 

 

40-49 A minimally acceptable assessment, which addresses the elements of the assessment but which have some significant misunderstandings or errors of fact. There is some understanding of relevant concepts, but the evidence of their application is limited. It is likely to include material of doubtful relevance and may well be based largely on a single text-book, or on lecture notes. The work is sufficient to achieve a pass grade but there are serious weaknesses in its design or execution. Structure may be confused and language clumsy. 

 

35-39 Written work, which is marginally unsatisfactory for one or more reasons, including, a lack of research, failure to acknowledge sources, a serious inadequacy in theoretical understanding and/or its application to the assignment. An assessment that may be adequate in some respects but requires significant further work in one or more elements. #p#分页标题#e#

 

Less than 35 Attempts to answer the question but is only partly successful in doing so, with much irrelevant material included and much relevant material left out. It should show at least an emerging understanding of the issues, but is likely to include some fundamental misunderstandings and/or errors of fact. Referencing is likely to be limited. It may well lack structure and be poorly written. Very poor assignments will rely mostly on mere repetition with little evidence of any real learning from the module.