You are on page 1of 57

MBA for Executives:

MARKETING
MANAGEMENT
23rd Aug 2016

Marketing Management

http://www.bsccolombo.edu.

WHAT IS YOUR AIM?

70% and above Distinction


60% - 69%

Merit

40% - 59%

Pass

Below 40%

Fail

MARKETING RELATED
MODULES

Marketing
Managem
ent

Internation
al
Marketing
Managem
ent

ASSIGNMENT GUIDELINES
Craft a Management Report of 4000 words
Produce a comprehensive work piece as a 100%
assessment
Follow report formatting (Font Times New
Roman, Headings 13 size, Body Text 12 size &
Line Spacing 1.5)
Number chapters & headings (1.0 Introduction,
2.0..)
Label tables and figures (Table/Figure Chapter

ASSIGNMENT GUIDELINES
Maintain work originality & avoid any case of
plagiarism
Include relevant & reliable information as
supporting evidence
Source information from a variety of valid means
(academic text books, journal articles, business
magazines and more)
Follow Harvard Referencing System (Citations
within the report & Reference list at the end of
the report)
Include relevant business examples to support
your answers
nd

ASSIGNMENT SCENARIO
As a Marketing Consultant, imagine that you have
been approached by the Board of Directors of a
company of your choice to advise them on their
future marketing direction. They are unsure as to
what is meant by Value Based Marketing. In any
event, the Directors are keen to promote the
following theme throughout their organisation:
Developing Marketing Strategy for Business
Resilience and Sustainability".
You are required to present to the Board with a
written report covering the following tasks as
depicted in the assignment instructions.

ASSIGNMENT SCENARIO
In understanding the key terms of the scenario:
Marketing Manager Analyze & propose
Board of Directors Top Management &
Strategic
Organisation Employer or preferred
organization
Marketing Direction Way forward
Written Report Management report

GENERAL INFORMATION
In attempting your assignment,:
Select a real business/entity as your
organization
Focus on a single product or range of products
Ensure you have access or can get information
about the selected organization
Establish relevant assumptions and limitations
Follow the given assignment outline
Combine theory, practice and application

ASSIGNMENT STRUCTURE

BSC Standard Cover Page


Executive Summary
Table of Contents/Tables & Figures/Abbreviations
1.0 Introduction
2.0
Situational Analysis
3.0
Marketing Objectives
4.0
Market Segmentation
5.0
Marketing Strategy
6.0
Marketing Mix
7.0
Implementation
8.0 Conclusion
References
Appendix

MARK ALLOCATION

1.0 Introduction
250 words
2.0
Situational Analysis
600 words
3.0
Marketing Objectives
200 words
4.0
Market Segmentation
400 words
5.0
Marketing Strategy
800 words
6.0
Marketing Mix
1300 words
7.0
Implementation
200 words
8.0 Conclusion
250 words

Selected organization &


product/service
Purpose of the report
Approach taken
Key Findings
Recommendations

1.0 INTRODUCTION

Company Background
Selected Product
Industry & Market Position
Terms of Reference (i.e chapters of the report)
Research & Sources of Evidence
Assumptions/Limitations
*One page with 250 words & relevant
images

SITUATIONAL ANALYSIS

600 words

2.0 SITUATIONAL ANALYSIS

Where are we now?

2.0 SITUATIONAL ANALYSIS


Define the concept of Situational Analysis
Internal Environment
External Environment

*Not more than one or two


paragraphs

2.1 INTERNAL ENVIRONMENT


Critical assessment of the current internal
environment which have a direct impact
upon the
performance of the marketing function

BCG Matrix: Assess the product/service

CPV Analysis : Assess the perceived value

Customer Perceived Value (CPV) is the


difference between the customers evaluation
of all benefits and costs of a product/service
compared to its alternatives.

2.2 EXTERNAL ENVIRONMENT


Critical assessment of the external market
environment which have a direct impact
upon
the performance of the marketing
function
Porters 5 Forces : Assess the industry
Competitor Analysis : Assess the perceived
value
of the leading competitor product

2.3 SWOT ANALYSIS


Establish the summary upon the product
performance
highlighting
the
customer
perceived
value and value proposition.

S
O

INTERNAL

EXTERNAL

MARKETING OBJECTIVES

200 words

3.0 MARKETING OBJECTIVES

Where do we
want to go?

3.0 MARKETING OBJECTIVES


Define the concept of Objectives
*Not more than one or two
paragraphs

Hint Intention is to move towards Value


Based Marketing and developing a marketing
strategy
for
Business
Resilience
and
Sustainability

3.1 OBJECTIVES FOR 2016/2019

List 5 SMART objectives and they may include:


To become a customer centric organization
To achieve x% of customer satisfaction
To reduce customer complaints to y%
To offer a customer centric product/service

MARKET SEGMENTATION

400 words

4.0 MARKET SEGMENTATION

How will we get


there?

4.0 MARKET SEGMENTATION


Define the concept of STP
Segmentation, Targeting & Positioning

*Not more than one or two


paragraphs

4.1 MARKET SEGMENTATION


Identify the existing market segments
Customer Profiles (list in a table/diagram)
Hint Use segmentation bases to define the
customer groups

4.1 MARKET SEGMENTATION


SEGMENTATION
Geographic
City
Demographic
Age
Gender
Income
Psychographic
Lifestyle
Personality
Behavioral
Benefits

PROFILE 1

PROFILE 2

PROFILE 3

4.2 TARGET MARKET


Select the most attractive segment(s)
Target Market

4.3 POSITIONING
Design a new competitive positioning
Value Proposition
Positioning Statement
Hint State the existing value proposition and
propose a new set of benefits based on the
situational
review findings and evaluation of
value proposition with its leading competitor.

Value proposition is the set of benefits the


company/brand promises to deliver through its
product/service.

MARKETING STRATEGY

800 words

5.0 MARKETING STRATEGY

How will we get


there?

5.1 MARKETING STRATEGY


Define the concept of Ansoff Matrix
*Not more than one or two
paragraphs

5.1 GROWTH STRATEGY


Propose growth strategy to show how the
company will achieve value based
GROWTH
PROPOSED
marketing.
STRATEGY

STRATEGIES

Market
Penetration

Competitive Pricing
Modern Trade
Channels
Sales Promotions
Customer Loyalty
Technology
Innovations

Product
Development

Value Additions
New Product
Development

Market

Market Coverage

MARKETING MIX

1300 words

6.0 MARKETING MIX

What is the best


way to get there?

6.0 MARKETING MIX


Define the concept of Marketing Mix
4Ps or 7Ps

*Not more than one or two


paragraphs

6.1 PRODUCT
Propose and justify the product/service for the
next three years to achieve marketing objectives
and implement value based marketing strategies:

Product/Service classification
Stage of PLC
Features
Brand
Additions/amendments

6.2 PRICE
Propose and justify the price for the next
three years to achieve marketing objectives
and
implement value based marketing
strategies:
Price
Pricing Strategy
Price Promotions

6.3 PLACE
Propose and justify the place for the next
three years to achieve marketing objectives
and
implement value based marketing
strategies:
Distribution Channel
Intermediaries
Points of Sales
Market coverage/Distribution Strategy

6.4 PROMOTION
Propose and justify promotion for the next
three years to achieve marketing objectives and
implement value based marketing strategies:
Promotion Strategy (such as Push, Pull or
Profile)

Promotion Platforms (such as Advertising,


Personal
Selling, Sales Promotions, Public Relations &
Direct Marketing)

Marketing Campaign

IMPLEMENTATION

200 words

7.0 IMPLEMENTATION

What is the best


way to get there?

7.0 IMPLEMENTATION
Define the concept of Implementation

7.1 MARKETING ACTION PLAN


Schedule the proposed marketing actions
proposed in 5.0 and 6.0 for the next three years
using a GanttMarketing
Chart Action Plan

CONCLUSION

8.0 CONCLUSION

State the rational of the report


Summarize the key findings
Advise on intelligence & insights
Draw on relevant implications
Make recommendations to the Board
of Directors

REFERENCES
This is only an example, list down your own list of
references

Brassington, F. & Pettit, S. (2006) Principles of


Marketing, 4th Ed, Prentice-Hall
Dibb, S., Simkin, L., Pride, W. & Ferrell, O. C. (2005),
Marketing Concepts and Strategies,5th European
Edition,Houghton, Miffin
Kotler, P., Armstrong, G., Saunders., J. & Wong, V.
(2008) Principles of Marketing, 4th Ed, Pearson
Kotler,
P.
&
Keller,
K.
(2008),MarketingManagement,13th Ed, Pearson
Lancaster, G. & Massingham, L. C., (2011),
Essentials of Marketing Management, Routledge,
London

Complet
e Report
Variety of Sources
Harvard Referencing

Theory & Application


Authors work

Research
&
Referenc
es
Report
Writing

Management
Report
Formatting

RESOURCES FOR
READING
Books at BSC Library
Google ebooks
Google Scholar
Journal Databases

Write in third person form


Cross reference within chapte
Quote competitor information
Use relevant business examp
Manage within the word coun
Focus on assignment
requirements
Follow the tutorial presentatio
Proof read your report prior to
submission

IMPORTANT
INFORMATION
Submit assignment ONLINE on 22nd Sep
2016 BEFORE 11.59pm local time
Ensure similarity (plagiarism) is below 10%
Refer Student Handbook, MBA Handbook,
and academic regulations available on the
student portal
Speak to Ms. Amali, Student Administrator
related to any submission matters
Speak to Mr. Sanjaya, Head of IT related to
any student portal matters

GUDIANCE
For any queries & clarifications:
Contact local tutor on
nilusha.gallage@lsclondon.co.uk
&
State Email Subject: Group 46, MM

CONTACT LOCAL TUTOR


For any queries & clarifications:
Contact me on
nilusha.gallage@lsclondon.co.uk
&
State Email Subject: Group 25, IMM

THANK YOU
GOOD LUCK &
Submit your assignment ONLINE
On 22nd Sep 2016 BEFORE
11.59pm local time