Evaluation of Empire Cinema's Marketing Strategy for Business Growth

Knowledge Required for Evaluating Marketing Strategy

K1 - Knowledge and understanding of different areas of marketing, the relationships between them and their application to international business organisations

K2 - Understanding of markets and their operation for goods and services across a global environment

K3 – Understanding of the relationship between organisations and their customers

K4 - Appreciation of the development of appropriate tools and tactics within a changing environment

You have recently been appointed to work in the marketing department of Empire Cinema, Sunderland.  The first task the senior management team have given you is to undertake an evaluation of the organisations current marketing strategy and evaluate their position in the market.  

As such you have been asked to evaluate the cinemas current customer groups and competition as well as identifying any external factors impacting upon the cinema.  Using suitable research you must then identify a suitable marketing mix strategy to help grow the business moving forward.

·Environmental Analysis

·Customer Analysis

·Competitor Analysis

·Evaluation of Marketing Practice - using a 4P Framework

oProduct, Services, Facilities  

oLocation & Physical environment (place)

oPricing approach

oPromotion techniques

·Key Marketing Mix Recommendations

The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification.  There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.

The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.  There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and there may be some evidence of originality

The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.  The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied.  The work will be weak in some of the indicators.

The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.  The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.

The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.  The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.  There is also clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied  At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.