Principles of Marketing Assignment: Components of Marketing Planning Process, Environmental Audit, a

Question:

As part of the formal assessment for the programme you are required to submit a Principles of Marketing assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.

After completing the module, you should be able to:

1. Explain the marketing process, with particular reference marketing audits, orientation, environmental analysis, marketing planning

2. Distinguish the contribution of the elements of the extended marketing mix to effective marketing planning

3. Use the concepts of segmentation, targeting and positioning to respond to marketing problems

4. Apply the marketing mix in selected situations.

5. Show situational awareness when applying the extended marketing mix.

You are required to prepare a discussion document that you are going to use in your discussion with Megan and Jamie. The discussion document should include the following:

a) Explain the components of the marketing planning process and outline the marketing context for the vineyard offer, with particular reference to the role / importance of adopting a marketing orientation and its application to the business.

b) Carry out an environmental audit in the form of a PESTEL analysis for the business ensuring that you detail specific market / organisational related facts that are fully referenced where possible. Additionally, you should highlight relevant micro-environmental aspects such as dominant competitors within the industry and recent competitor activity.

c) Outline the extended marketing mix 7Ps and explain how the development of the extended marketing mix could contribute to effective marketing planning for the new product.

A fully detailed marketing mix analysis is NOT required here – that is required in Section 3 here you are explaining the importance of building a strong and coordinated marketing mix.

- Tourists coming to the UK looking to book a vineyard tour

- UK based customers looking to buy Hills wine online

b) Identify your B2C target market as to who you would primarily target with the tour in terms of characteristics including demographics, behavioural, benefits sought and lifestyle.

c) Explain what is meant by the term ‘positioning’ and suggest how the vineyard tour would be positioned in the consumer market.

Outstanding performance which demonstrates the ability to analyse the subject area and to confidently apply theory whilst showing awareness of any relevant ethical considerations. The work shows an excellent level of competence and confidence in managing appropriate sources and materials, initiative and excellent academic writing skills and professional skills (where appropriate).

The work shows originality of thought.

Excellent performance which demonstrates the ability to analyse the subject and apply theory whilst showing some awareness of any relevant ethical considerations.

The work shows a high level of competence in managing sources and materials, initiative and very good academic writing skills and professional skills (where appropriate).

Very good performance which demonstrates the ability to analyse the subject and apply some theory. The work shows a good level of competence in managing sources and materials and some

initiative. Academic writing skills are good and expression remains accurate overall. Good professional skills (where appropriate). The work shows some original thought.

A satisfactory to good performance which begins to analyse the subject and apply some underpinning theory. The work shows a sound level of competence in managing basic sources and materials. Academic writing skills are satisfactory and expression remains accurate overall although the piece may lack structure. Satisfactory professional skills (where appropriate). The work lacks some original thought.