Marketing Principles and Practice Level 5 15 Credits Sample Assignment You are employed as a marketing consultant by a supermarket chain that wishes to expand operations from mainland Europe into the UK market. Their business model and image is similar to the UK supermarket chain, Morrison’s. Before they acquire sites in the UK, they want you to carry out an in depth study into marketing at Morrison’s. This will help them with their future business plans. Most of the information you require will be available through the Morrison’s website.
You should do additional research into news and financial reports about the chain, for example, there are several articles in the publication ‘Marketing Week’. It would be useful to visit a Morrison’s store to help with your research. Your research has been divided into different sections (tasks) to help you structure your work. The findings from tasks 1 and 2 can be presented in one report. Task 3 should be presented separately as a marketing plan with appropriate headings. Task 1
Carry our appropriate research and produce the first section of your report explaining the role of marketing in Morrison’s and how it helps contribute to business objectives. Before you commence the specific work on Morrison’s please begin the report with an explanation of how marketing can be defined. You must then ensure that this section includes: • Morrison’s vision and business objectives • an analysis of the external factors influencing marketing in Morrison’s • an explanation of how marketing is used to achieve business objectives • an explanation of the elements of the marketing process in Morrison’s
Finally you must finish this section of the report with an explanation of the role of marketing in a not for profit business This task covers assessment criteria 1. 1, 1. 2, 1. 3, 1. 4 and 1. 5. Refer to appropriate marketing theory throughout your report. A bibliography must be attached. Task 2 In this part of your report, you will demonstrate an understanding of the principles of marketing through a detailed analysis of the marketing mix and segmentation at Morrison’s. This section of your report must include: an analysis of the positioning of Morrison’s in the market in comparison with other supermarket chains • a review of Morrison’s main market segments and an explanation of how they have been segmented e. g. demographic, geographic • an evaluation of the benefits to Morrison’s of segmenting markets • an explanation of how products are distributed at Morrison’s • an analysis of pricing strategies at Morrison’s • an analysis of promotional strategy at Morrison’s • an explanation of how current technology impacts on marketing activity
This task covers assessment criteria 2. 1, 2. 2, 2. 3, 2. 5, 3. 1, 3. 2, 3. 3, 3. 4 and 3. 5. Refer to appropriate marketing theory throughout your report. A bibliography must be attached. Task 3 Morrison’s has heard about the excellent study of their marketing you have carried out. They have approached you to develop a marketing plan for a new range of products. These will be ready meals produced with the finest quality ingredients and will be trialled in their major stores at a premium price.
You must produce a marketing plan for this range of meals. Your plan must: • analyse the different methods of researching the market for a new range of ready meals • propose strategic aims and objectives for the plan • determine the target markets for marketing activity and reasons for choice • analyse macro and micro environmental factors affecting the planning • propose a marketing mix for the ready meals • explain how factors relevant to the implantation of the plan have been considered
This task covers assessment criteria 2. 4, 4. 1, 4. 2, 4. 3, 4. 4 and 4. 5. Guidelines for assessors The assignments submitted by students must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. The suggested evidence listed below is how students can demonstrate that they have met the required standard. |Task number |Assessment criteria |Suggested evidence | |1. |1. 1, 1. , 1. 3, 1. 4, 1. 5 |Written report | |2. |2. 1, 2. 2, 2. 3, 2. 5, 3. 1, 3. 2, 3. 3, 3. 4, |Written report | | |3. 5 | | |3 |2. 4, 4. 1, 4. 2, 4. 3, 4. 4, 4. 5 |Marketing plan |