Marketing Proposal Assignment

AS Applied Business Unit 1 Assignment – Creating a Marketing Proposal General advice •

Read the assignment brief carefully. • At all times, keep in mind the requirements of the assessment criteria (see the assessment evidence grid in your course specification). It is very important that you include relevant material to enable you to receive all of the available marks. • Make sure that you understand the assessment criteria. • Keep to the deadlines set for each task. • Follow up references given by SPH. • Your work must be word processed and comply with the following: Aerial or Comic Sans MS, font 12; default margins. • Every piece of work is to include a footer at the bottom of each page. This footer must include the information shown. See the last page of this document on how to set up a footer and what to include in it. • Spellcheck and proof read your work before handing it in • Ask for help if you are unsure about any aspect of your work. Reminder – Business Studies workshop Thurs 10.00 – 11.00. • Access your college email account by clicking on www.kingedmail.co.uk

• Send work for checking/asking for help etc [email protected]

Assignment brief You have applied for your first job as a marketing assistant for a large/medium sized business. The company has informed you that you have reached the interview stage. As part of the interview you have been asked to give a presentation on a suitable marketing mix for a new product/service you think the business could launch in the near future. This is to be backed up with an understanding of the marketing objectives of the business, detailed market research and an in-depth knowledge of how all the functional areas within the business work together to support the marketing department.

SPH. Assignment Brief. (AO1). Page 1

You are advised to work your way through the following tasks in order to prepare yourself for this rather complex interview.

Task One (AO1)

Your first task is to explain what the following terms and definitions mean and how they affect businesses generally.

• • • •

What is meant by marketing? What are marketing objectives? The role that functional areas play in supporting marketing activity. What is the marketing mix?

Task Two (AO1)

Write an introduction into your chosen business which includes all of the following points. This will provide an additional opportunity for you to demonstrate the depth of your knowledge and understanding. • Current marketing objectives of the business

• Current product-portfolio

• Current marketing mix

• How the various business departments of the organisation work together to support marketing activity

SPH. Assignment Brief. (AO1). Page 2

At this stage you are advised to introduce your selected new product or service stating how this fits in with the business’ current marketing objectives and product portfolio. Here, you could make use of the Boston matrix.

Task Three (AO3)

You are now required to undertake and analyse the results of primary and secondary market research which will inform your marketing proposal for your new product/service. In order to achieve the best results you need to go through the following stages: • Clearly set objectives for your market research. What are you trying to find out? • Identify who the potential customers are and their requirements. • Identify possible sources of information, both primary and secondary.

When you have undertaken your market research analyse your results using a variety of analytical techniques. Present your results in a suitable format.

Exam board advice: When candidates are presenting findings from their market research, encourage them to use tables, charts and diagrams. Candidates may also wish to make use of appendices when presenting their gathered data. They could then refer to these appendices within the main body of their evidence.

Task Four (AO2)

Using the results of your investigation into your chosen business and analysis of your primary and secondary research, prepare the following for inclusion in your presentation:

• your marketing objectives for the new product or service

• the marketing mix for your new product or service

SPH. Assignment Brief. (AO1). Page 3

Task Five (AO4)

You are required to make reasoned judgements to the likely success of your marketing proposal. In order to do this you must consider the following points: • Whether the marketing objectives are likely to be fulfilled

• Whether the needs of the potential customers are likely to be met

• Whether the proposal is sustainable over time, both in terms of its potential market position and actions of possible rival competitors

• How the new marketing proposal fits with the business’s current productportfolio • The likely impact of the proposal on other functional areas of the business

You may present this as a written piece of evidence separate from your presentation or you may wish to include this within your presentation.

SPH. Assignment Brief. (AO1). Page 4

SPH. Assignment Brief. (AO1). Page 5