Marketing Planning college assignment - Essay Prowess

Marketing Planning college assignment

Marketing Planning college assignment

  
InstructionsMarketing Planning college assignment
An electronic copy of your assessment must be fully uploaded by the deadline date and time.You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document.The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission.  Review the mitigating circumstances policy for information relating to extensions.The file size must not exceed 20MB.Answer the criteria in order, clearly indicating the pass criteria number.Ensure that all work has been proof-read and checked prior to submission.Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.Use the Harvard referencing system; otherwise it will be considered as plagiarised work.Ensure that you back-up your work regularly and apply version control to your documents.Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated as a non-submission.You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.Your work must be original with the appropriate referencing
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature:       Date:
Introduction and guidance                                                                                                  
The marketing plan is one of the most important parts of a business plan because it directly communicates the nature of the intended business and the manner in which that business will be able to succeed. In this unit, learners will learn about the fundamental marketing concepts that any entrepreneur needs to master.   This unit is challenging but also interesting with many practical elements, enabling you to enhance and embellish your marketing planning skills, communication and analytical skills.  The unit contains practical along with theoretical learning outcomes and thus unit is delivered using a variety of methods and styles to engage both your reflective learning styles alongside the more pragmatist approach to learning.   The tutorial sessions, facilitated by a tutor, are used to support and enhance student understanding and include a variety of classroom-based exercises that consolidate on the material visited in the lectures.  
Case Study
THE PRIMANIA “Primark is very famous retail clothing store chain, providing clothes to customer at reasonable and affordable prices”. Primark sells fashionable clothes at the low cost end of the market. All of the company’s merchandise is made specifically for the company and as such Primark has its own brand names. Primark is actually an Irish retailer of clothing with the numbers of stores in United Kingdom, Ireland and Spain. The first Primark store was established in year 1969 in capital city of Ireland in Dublin by Arther Ryan with the collaboration with Micaela Mitchell. After achieving the first success, they open more stores in different business centres with in local and regional areas, which alternatively generate more profits. Adored by fashion fans and value seekers alike Primark is widely established as the destination store for keeping up with the latest looks without breaking the bank. Marketing concepts: The basic proposition of Primark’s business is simple, solid and timeless. Primark is known for selling clothes at the budget end of the market. The company’s success is based on sourcing supply cheaply, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulk and varieties and not advertising. Buyer behaviour: Primark’s target customer is fashion-conscious and wants value for money. Primark can offer value for money by: • sourcing products efficiently • making clothes with simpler designs • using local fabrics and trims • focusing on the most popular sizes • buying in volume • not spending heavily on advertising. Primark’s business growth comes from meeting these customer needs whilst continuing to expand stores and move into new markets. Branding: Primark, Atmosphere, Cedarwood State, B&W, Denim Co., Love to Lounge, Young Dimension, No Secret, Ocean Club, Secret Possessions are the keys of the design of the logo for Primark’s most prominent brand reflected the fashionability of the product range. Primark offer a diverse range of products, stocking everything from new born and kids clothing, to womenswear, menswear, home ware, accessories, footwear, beauty products and confectionery. Positioning: Primark targets males, females and children within the mass market. The age of its target customers are from early teens to the middle aged (mostly women buying for the family). It positions itself in customer’s minds as the cheapest fashion clothing brand in the UK and does not partake in advertising strategies to emphasise this. However, the positioning strategy only works on differentiating Primark as the cheapest clothing retailer, and does not gain a meaningful position in customers minds as being fashion forward or of considerable quality – simply ‘cheap’. Market research: Market research means systematically gathering, recording and analysing market data. Primary research involves going ‘into the field’ (e.g. house-to-house or street surveys). Secondary research involves using existing sources of information to research the market such as published reports or articles, or searching the Internet. Recent Sales Figures Primark was a surprise loser on the high street over Christmas, with sales at its core UK stores down for the first time in nine years as warm and wet weather put a dampener on the cut-price chain’s profits. Primark’s difficulties reflect the problems faced by several other big clothing retailers last month, as shoppers left knitwear, coats and winter boots on the shelves during the warmest December on record. Flooding and rain in parts of the country, a reluctance to spend time in town centres in the wake of November’s incidents in Paris, and the growing convenience and popularity of shopping online also kept people away from the high street. Domestic and International Expansion Primark now has 293 stores, with 164 in the UK and the rest across Europe. It moves into Italy next year moving ahead with its expansion plans, opening another 1.5m sqft of stores in the coming 12 months, with seven in the US and others in the UK, Spain and France. It is also planning to open one of its biggest stores in Birmingham in 2018 in the redeveloped Pavilions shopping centre. Associated British Foods PLC (ABF.LN) said the fast fashion clothing chain will continue with its European expansion by opening up to three stores in the country. The first store is schedule to open in a new shopping centre in Arese, northwest of Milan, in the summer of 2016. Primark is also in advanced preparations to enter the U.S. market this September by opening a store in Boston, Massachusetts, AB Foods said. The chain first announced its U.S. entry in April 2014. For 16 weeks to June 30, Primark recorded flat same-store sales growth against very strong comparatives. It currently generates more than half of AB Foods’ annual profits. “All-in-all, Primark remains a firm retail business with lots of potential for international expansion and a winning fashion formula that sees its cut-price clothing warmly received in all new territories,” AnushaCouttigane, a consultant at retail research agency Conlumino said. Barclay’s analysts said that the Italian entry serves as a reminder of Primark’s roll-out potential.   Source: https://www.graftoncentre.co.uk/shopping/Primark/#sthash.5xy3bYsZ.dpuf http://money.aol.co.uk/2014/03/23/the-rise-and-rise-of-Primark/ http://www.independent.ie/business/world/fashion-swing-is-felt-by-penneys-owners-26461599.html http://www.marketwatch.com/story/Primark-supergroup-plan-international-expansion-2015-07-09-84855259 http://www.theguardian.com/business/2016/jan/14/Primark-blames-freak-december-weather-for-flat-sales-figures           Please complete the following tasks in relation to the Primark range. Task One – Essay Task Two – Power point presentation including speaker’s notes Task Three – A marketing Plan  
Text Box: PLEASE REMEMBERCHECK THAT YOUR ANSWERS MEET THE CRITERIACOMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONGDO NOT LEAVE THINGS TO THE LAST MINUTE
Scenario
You have been recently appointed as Marketing Manager at PRIMARK.  Your line manager has asked you to prepare an essay on marketing audit as one of your first tasks.
Task One   – Essay LO1 Be able to compile marketing audits
In your essay, include a review of the changing approach to marketing planning using the case study of Primark (1.1) Guidelines In order to complete the above task, your answer should: Assess traditional marketing planning focuses Assess the modern marketing planning focuses Review the changing approach to marketing planning using the case study.   Evaluate Primark’s capability for planning its future marketing activity. (1.2) Guidelines In order to complete the above task, your answer should: Human capabilities Physical capabilities Financial capabilities   In a section of your essay, examine techniques for organisational auditing and for analysing external factors that affect marketing planning.In addition, carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation for an organisation like Primark (1.3 & 1.4) Guidelines In order to complete the above task, your answer should: Examine and apply at least two tools one internal and one externalInternal: SWOT analysis, Value chain analysis, The McKinsey 7S Model, Stakeholder analysisExternal: Porter 5 forces, PESTEL analysis and use Primarkas an example   Merits and Distinctions                                                                                            M1 Write an audit report to chief executives accessing Primark capabilities and suggest two appropriate strategies to improve the marketing department. D1 In your report provide a critical evaluation of the capabilities accessed in Q1.2 and M1. Include a description of your recommended strategies to improve the marketing as in M1 and the advantages and disadvantages of the various strategies you have recommended for Primark.    

Scenario
Having completed task one, it is likely you must have experienced some of the challenges to marketing planning encountered by marketing managers.   In this task, you have been assigned a task to prepare a presentation for your executives regarding the main barriers facing Primark marketing planning managers and how to overcome them.
Task Two Power point Presentation with Speaker Notes
LO2 Understand the main barriers to marketing planning   In your PowerPoint presentation, include the following: Assess the main barriersfacing marketing planning managers in Primark (2.1) and examine how Primark may overcome these barriers (2.2)   Guidelines In order to complete the above task, your answer should: Use Microsoft power point.Assess these barriers including those well-documented in textbooks and business/academic articlesInclude speaker’s notes as a presentation aid.   Merits and Distinctions M2 You need to use an attractive and interactive presentation, using an extensive range of sources and including speaker’s notes and references.   D2 Write a small essay in which you critically illustrate the importance of the marketing planning for an organisation like Primark.              

Scenario
As a part of its global expansion, Primark has decided to enter into one of the most fast growing market in the Middle East; Dubai. As a Marketing Manager, you have been asked to create a marketing plan for the launch of a new range aimed at supporting Primark’s business strategy in Dubai.
TaskThree Produce a Marketing Plan
LO3 Be able to formulate a marketing plan for a product or service LO4 Understand ethical issues in marketing You should include the following in you marketing plan. Guidelines In order to complete the above task, your answer should: Use the layout below to produce a marketing plan to cover  3.1,3.2,3.3,3.4 ,3.5, 4,1,4,2 Executive Summary This section summarises the content of your marketing plan. Complete this section after you have fully developed the marketing plan. (3.1) Role of Marketing Plan in Corporate Strategy: Describe the relationship between corporate strategies, marketing strategy. Identify the goals/strategy of your chosen organisation. Explain why and how the plan you are developing supports the strategy and support achieving specific goals of chosen organisation. (3.1,3.2) Techniques for New Product Development Examine at least two means by which the new range can be developed. Consider discussing two of the following: experimentation, learning from failure, test marketing, observation, co-creating, entrepreneurial culture, etc. (3.3) Product Description Describe the brand for which you are developing this marketing plan. Describe the service in terms of benefits, taste, colour, and size, packaging, or usage occasion. What ‘problem’ does the product solve for the customer? (3.3) Pricing Strategy Propose and justify a suitable pricing strategy for the new range. Does it match your marketing objectives? Does it appeal to the preferences and behaviour of your target market? (3.4) Distribution Strategy Propose and justify a suitable distribution strategy for the new range. Does it match your marketing objectives? Does it appeal to the preferences and behaviour of your target market? (3.4) Promotion and communication Strategy What’s the promotion objective(s) for the new range? Propose a combination of promotional approaches (e.g. advertising, sales promotion, course marketing, direct marketing, etc.) and communication channels (TV, displays, internet, radio, print, mobile, social media, spokesperson, etc.) relevant to your target market segment and promotion objectives. Implementation Explain What would it take for your plan to be implemented successfully? What metrics (key performance indicators) would you use to track the objectives mentioned in the “marketing objectives” section? (3.5) Ethical consideration Explain how ethical issues influence marketing planning.  Analyse examples of how organisations such as Primarkrespond to ethical issues and analyse examples of consumer ethics and the effect it has on marketing planning (4.1,4.2,4.3) Merits and Distinctions   M3 The marketing plan that you have provided in task three should be coherent and logical for the intended audience (SMT). Your answer should include the following: Adopt professional language in your Marketing plan Include appropriate titlesInclude appropriate marketing plan headingsExecutive summary and conclusion   D3 In your marketing plan, include the time scale, Gantt chart, budget and human resources needed, plan review and the mile stones. Additionally, the learner should clearly demonstrate how the marketing plan is meeting the marketing objectives.    
Merits and Distinctions
M1 Write an audit report to chief executives accessing Primark capabilities and suggest two appropriate strategies to improve the marketing department.   D1 Relates to M1, Task One In your report provide a critical evaluation of the capabilities accessed in Q1.2 and M1. Include a description of your recommended  strategies to improve the marketing department as in M1 and the advantages and disadvantages of the various strategies you have recommended for Primark   M2 You need to use an attractive and interactive presentation, using an extensive range of sources and including speaker’s notes and references.   D2 Write a small essay in which you critically illustrate the importance of the marketing planning for an organisation like Primark.   M3 The marketing plan that you have provided in task three should be coherent and logical for the intended audience (SMT). Your answer should include the following: Adopt a professional language in your Marketing and sales plan Include appropriate titlesInclude appropriate marketing plan headingsExecutive summary and conclusion   D3 In your marketing plan, include the time scale, Gantt chart, budget and human resources needed, plan review and the mile stones. Additionally, the learner should clearly demonstrate how the marketing plan is meeting the marketing objectives.  
Merits and Distinctions
Identify and apply strategies to find appropriate solutionsEffective judgements have been madeWrite an audit report to chief executives accessing Primark capabilities and suggest two appropriate strategies to improve the marketing and sales department. Task 01   
Select/design and apply appropriate methods/techniquesA range of sources of information has been used   Complex information has been synthesised and processedYou need to use an attractive and interactive presentation, using an extensive range of sources and including speaker’s notes and references. Task 02 
Present and communicate appropriate findingsThe appropriate structure and approach has been usedThe marketing plan that you have provided in task three should be coherent and logical for the intended audience (SMT). Adopt a professional language in your Marketing plan Include appropriate titlesInclude appropriate marketing plan headingsExecutive summary and conclusion. Task 03   
Use critical reflection to evaluate own work and justify valid conclusions Conclusions have been arrived at through synthesis of ideas and have been justifiedIn your report provide a critical evaluation of your choice of improvement strategies in Q1.2 and M1. Include a description of your recommended strategies to improve the marketing department M1 and the advantages and disadvantages of the various strategies you have recommended for Primark.  Task 01 
Take responsibility for managing and organising activitiesSubstantial activities, projects or investigations have been planned, managed and organisedWrite a small essay in which you critically illustrate the importance of the marketing planning for an organisation like Primark. Task 02   
Demonstrate convergent/lateral/ creative thinkingConvergent and lateral thinking have been appliedIn your marketing and sales plan, include the time scale, Gantt chart, budget and human resources needed, plan review and the mile stones. Additionally, the learner should clearly demonstrate how the marketing is meeting the marketing objectives. Task 03   
Unit 19 Marketing Planning
Learning OutcomeACIn this assessment you will have the opportunity to present evidence that shows you are able to:
Be able to compile marketing audits.1.1Review changing perspectives in marketing planning.
1.2Evaluate an organisation’s capability for planning its future marketing activity.
1.3Examine techniques for organisational auditing and for analysing external factors that affect marketing planning.
1.4Carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation.
Understand the main barriers to marketing planning.2.1Assess the main barriers to marketing planning.
2.2Examine how organisations may overcome barriers to marketing planning.
Be able to formulate a marketing plan for a product or service.3.1Write a marketing plan for a product or a service.
3.2Explain why marketing planning is essential in the strategic planning process for an organisation.
3.3Examine techniques for new product development.
3.4Justify recommendations for pricing policy, distribution and communication mix.
3.5Explain how factors affecting the effective implementation of the marketing plan have been taken into account.
Understand ethical issues in marketing.4.1Explain how ethical issues influence marketing planning.
4.2Analyse examples of how organisations respond to ethical issues.
4.3Analyse examples of consumer ethics and the effect it has on marketing planning.

Reading List

 Recommended learning textbooks

BPP Learning Media (2013) Marketing and Promotions – Business Essentials, BPP Learning Media Ltd, London

Jobber, D. and Lancaster, G., (2012), Selling and Sales Management, Pearson, London, 9th Edition.

Kotler, P. and Keller, K. (2009), Marketing Management, 13th ed, London: Prentice-Hall

Schwartz, M (2006) Fundamentals of Sales Management, Amacom, USA

Tanner, J., Honeycutt, E. and Erffmeyr, R, (2013), Sales Management: Pearson New International Edition, Pearson, London.

Websites

Amacom(2012) Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Media – Available at

http://www.amacombooks.org/book.cfm?isbn=9780814432556&TextID=1015230 [accessed 6 January 2014].

Marketing Audit http://www.cimmarketingexpert.co.uk/wp/?wpid=1358 [accessed 05 July 2015]

Strategic Intent http://hbr.org/2005/07/strategic-intent/ar/1 [accessed 05 July 2015]

University of Dayton (2010).”Business-Oriented Sales Promotions.” – Available at <