Consumer Behaviour In Marketing Ethics Essay

1224 words - 5 pages

Page 1 of 7
BTEC Higher National Diploma in Business
Unit Number and Title 19.Marketing Planning
Assessor Name Ms. Uzma Farooq
Assignment No. 2.
Assignment Start Date 15/05/2014
Assignment Due Date 19/06/2014
Assignment Title Be able to formulate a marketing plan for a product or
service & Understand ethical issues in marketing
Assignment Brief In this assignment students will be able to formulate a
marketing plan for a product or service and also
understand ethical issues in marketing.
Task 1
QUESTION 1 (L03: Assessment criteria 3.1, 3.2, 3.3, 3.4 & 3.5)
Based on the research conducted pertaining to the particular company of your choice in the
previous assignment; use the information obtained through the various techniques for
organisational auditing; external analysis and competitor analysis, to propose a marketing plan
for the concerning product/ service and also discuss the significance of the marketing planning in
relation to the strategic planning process for the organization. List of the following questions
would help you streamline your ideas and provides a format for your marketing plan:
A. Which do you think is the most appropriate marketing objective for the company? Choose
ONE from those given. Give reasons for your choice. Note your answer in the table below.
(L03 : Assessment criteria 3.1 )
Selling established products
into established
Selling established products
into new markets
Selling new products into
established markets
Selling new products into new

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B. Now that you know what the company should be doing (objectives) you need to choose
appropriate strategies for them to follow so that they can achieve their objective. Choose
from this list. However, you do not have to confine yourself to this list. You may have other
strategies that you think would work that are not on this list. Just add them to the list and give
your justification for them. You may choose as many as you think are appropriate. Make sure
your strategies support your objective! Give reasons for your choices. (L03 : Assessment
criteria 3.1 & 3.4)
Change product performance YES / NO
Change quality or features of
Change advertising YES / NO
Change promotion YES / NO
Change pricing YES / NO
Change delivery
Change distribution channels YES / NO
Change service levels YES / NO
Improve operational
Improve administrative
Change the degree of forward
Change the degree of
backward integration
Rationalise product range YES / NO
Withdraw from selected
Standardise design YES / NO
Specialise in certain products
/ markets
Change sourcing YES / NO
Buy into new markets YES / NO
Acquire new / different

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C. Identify the benefits of marketing planning for the company. Choose from the...

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