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ASSIGNMENT BRIEF- BE (UNIT 4)

Course Title EDEXCEL BTEC LEVEL 4 HIGHER NATIONALS IN BUSINESS Unit Name & Number: Unit Code Learning outcomes MARKETING ( UNIT UNIT1) M 1: Investigate the concept and E-mail process of marketing 2: Explore the concepts of segmentation, targeting and positioning 3: Identify and analyse the individual elements of the extended marketing mix 4: Apply the extended marketing mix to different marketing segments and contexts. Batch No Assessor Semester Date Issued Submission Date Review Dates Progress of the student Signature of the Assessor 1 SHAIVI RAMKISSOON /ALFRED MENSAH 1 27/06/2011 17/10/2011 Edexcel Centre No: Learner Signature 07634 Reg. No Student Name

Received By

Internal Verifier: DR ANSLIM

Date / Signature Signature of Internal Verifier (DR ANSLIM):

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UNIT AIM This unit aims to provide learners with an introduction to the fundamental concepts and principles that underpin the marketing process. In addition, it examines the role and practice of marketing within the changing business environment. UNIT INTRODUCTION This broad-based unit will provide all learners with a concise and contemporary overview of marketing, and give them the knowledge and skills to underpin further study in the specialist field of marketing. SCENARIO The term Marketing explains the link between the organization and its customers. The responsibility for ensuring the establishment and maintenance of a successful interlinking of an organization and its customers and gain a competitive advantage over its major competitors in a particular industry lies with strategic marketing management. Hence, marketing managers are involved with the planning; organizing; and strategic control of marketing activities. Marketing managers must have the skills in combining target markets, while developing a marketing mix to meet the requirements of those target markets in the long term, in order to help in sustaining the profitability and growth levels of an organization. A marketing manager must have a strategy in place which is designed to meet the companys marketing objectives. You have just been appointed as an assistant marketing officer in a Sainsburys supermarket (Oxford Street branch), which is the third largest chain of supermarkets in the United Kingdom with a share of the UK supermarket sector of 16.5%. It is listed on the London Stock Exchange and is a constituent of the Index. Also, the company stands for great products at fair prices, and its objective is to serve its customers well. During the first meeting with your recruitment manager, you learnt that all the departments of the company are very strong, with the exception of the marketing department which needs more innovative strategies. Besides, the revenue of the company is dwindling in spite of their huge investment in new technology and a vibrant workforce. However, the quality of the companys products and services has been rated very high by industry analysts. Hence, in order to make the companys activities sustainable, the CEO of the company has mandated you to provide effective and proactive solutions to the following tasks, which he thinks will be the blueprint for a launch of a new marketing strategy for the company.

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TASK 1: BE ABLE TO INVESTIGATE THE CONCEPT AND PROCESS OF MARKETING IN YOUR ORGANIZATION (SAINSBURYs) 1.1: Compare alternative definitions of marketing. 1.2: Identify the main characteristics of a market oriented organisation such as Sainsburys. 1.3: Explain the various elements of the marketing concept used in Sainsburys. 1.4: Identify and assess the benefits and costs of a marketing approach in Sainsburys. TASK 2: BE ABLE TO EXPLORE THE CONCEPTS OF SEGMENTATION, TARGETING AND POSITIONING USED IN YOUR ORGANISATION (SAINSBURYs) 2.1: Identify and explain macro and micro environmental factors which influence marketing decisions in Sainsburys. 2.2: Propose segmentation criteria to be used for two products in different Sainsburys outlets. 2.3: Outline the factors which influence the choice of the targeting strategy in Sainsburys. 2.4: Explain how buyer behaviour affects marketing activities in two different buying situations in Sainsburys.

TASK 3: BE ABLE T0 IDENTIFY AND ANALYSE THE INDIVIDUAL ELEMENTS OF THE EXTENDED

MARKETING MIX IN YOUR COMPANY (SAINSBURYs)

3.1: Describe how products are developed to sustain the competitive advantage in Sainsburys. 3.2: Explain how distribution is arranged to provide customer convenience in your Sainsburys. 3.3: Explain how prices are set to reflect Sainsburys objectives and market conditions. 3.4: Illustrate how promotional activity is integrated to achieve marketing objectives in Sainsburys. 3.5: Analyse the additional elements of the extended marketing mix in Sainsburys. TASK 4: BE ABLE TO APPLY THE EXTENDED MARKETING MIX TO DIFFERENT MARKETING SEGMENTS AND CONTEXTS IN YOUR ORGANISATION 4.1: Recommend marketing mixes for two different segments in consumer markets of Sainsburys.
4.2: Explain the differences between when Sainsburys is marketing products and services to

organisations rather than consumers.

4.3: Explain how and why international marketing differs from domestic marketing.

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WHAT YOU NEED TO SUBMIT: 1. Notes of 2500 words (font size-12) (line spacing-1.5). 2. The note format should have a clear numbering system and a content page. 3. A bibliography/reference of sources used in Harvard Referencing format. 4. 1 page A4 self evaluation (Minimum words-300; Maximum words-500) of your work to describe the values and experience you have gained from undertaking this assignment and how the knowledge gained may help your managerial techniques and leadership abilities in the future (Is not considered as part of the word count). Note: Do not use Wikipedia as a source of reference.

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Grading Criteria Pass Criteria
Learning Outcome Assessment Criteria for Pass Tasks
To be filled by students

Reference (Page Nos.)

Achieved Yes / No / Partial

P1)

Investigate the concept and process of marketing

1.1: Compare alternative definitions of marketing 1.2: Identify the main characteristics of a market oriented organisation 1.3 Explain the various elements of the marketing concept 1.4 Identify and assess the benefits and costs of a marketing approach 2.1: Identify and explain macro and micro environmental factors which influence marketing decisions 2.2: Propose segmentation criteria to be used for two products in different markets 2.3:Outline the factors which influence the choice of the targeting strategy 2.4: Explain how buyer behaviour affects marketing activities in two different buying situations

Task 1.1

Task 1.2

Task 1.3 Task 2.1

P2) Explore the concepts of

segmentation, targeting and positioning

Task 2.2 Task 2.3

Task 2.4

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P3) Identify and analyse the individual elements of the extended marketing mix 3.1: Describe how products are developed to sustain competitive advantage 3.2: Explain how distribution is arranged to provide customer convenience 3.3: Explain how prices are set to reflect an organisations objectives and market conditions 3.4: Illustrate how promotional activity is integrated to achieve marketing objectives 3.5: Analyse the additional elements of the extended marketing mix 4.1 Recommend marketing mixes for two different segments in consumer markets 4.2: Explain the differences in marketing products and services to organisations rather than consumers 4.3 Explain how and why international marketing differs from domestic marketing
Task 3.1 Task 3.2

Task 3.3

Task 3.4 Task 3.5 Task 4.1 Task 4.2

P4) Demonstrate an understanding of working with others, teamwork, groups and group dynamics

Task 4.3

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Merit Criteria
Learning Outcome No
(Refer Annexure for detailed descriptions)

To be filled by students

Assessment Criteria / Possible Evidence

Task Reference (Page Nos.)

Assessor feedback / Comments - Achieved (Yes / No / Partial)

M1 Identify and apply strategies to find appropriate solutions

M1.1

Report: Answers reflect that effective judgments have been made about the specific content and the information. The answers show that an effective approach to study and research has been applied within the scenario e.g. comparing features, theories and models comparison etc. Report: An accurate standard method has been used in defining information sources is well justified and summarized.

M2 Select/design and apply Appropriate methods/techniques

M2.1

M3 Present and communicate appropriate information

M3.3

Report/Diagrams/Tables: An accurate standard for presenting information has been used in terms of diagrams, charts, tables.

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Distinction Criteria
Learning Outcome No
(Refer Annexure for detailed descriptions)

To be filled by students

Assessment Criteria / Possible Evidence

Task Reference (Page Nos.)

Assessor feedbackAchieved Y / N / Partial

D1 Use critical reflection to evaluate own work and justify valid conclusions

D1.1

Report: Proper evaluation and justification shown in all the answers and relevant conclusions have been arrived at thorough synthesis of ideas.

D2 Take responsibility for managing and organizing activities

D2.1

Independence Tasks have been attempted with minimal assistance provided by the lecturer Report: Ideas have been generated and proper evaluation and decisions taken based on facts gathered within the scenario

D3 Demonstrate convergent/lateral/ creative thinking

D3.1

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