X[pic] RDI/EDEXCEL Level 5 BTEC Higher Nationals Programme: Business Management Module 1: Marketing Assignment [pic] Date for Submission: 15th September 2010 To achieve a pass in this unit the learner must: LO1: Investigate the concept and process of marketing LO2:Explore the concepts of segmentation, targeting and positioning LO3:Identify and analyse the individual elements of the extended marketing mix LO4: Apply the extended marketing mix to different marketing segments and contexts Context
The purpose of this report is to apply your knowledge of marketing to Nike (a well known sports retailer). Your report should explain the concepts of marketing and illustrate segmentation, targeting and positioning using one of their products. Finally, you will analyse their marketing and devise a marketing mix for one of their products. Your report should answer each of the following questions in turn: Task 1 – Investigate the concept and process of marketing (LO1) 1a) Compare alternative definitions of marketing.
You should use the key words from the definitions to formulate your own definition. 1b) Identify the main characteristics of a marketing oriented organisation and explain if you think Nike exhibit these characteristics. 1c) Compare the selling concept with the marketing concept- which one best describes Nike? 1d) Identify and assess the benefits and costs of implementing a marketing approach to Nike. Task 2- Explore the concepts of segmentation, targeting and positioning (LO2) 2a) Identify and explain the relevance of 2 macro and 1 micro environmental factor to marketing undertaken by Nike. b) Propose 3 segmentation criteria and explain how Nike could use these criteria to segment the market for two of its products offered to different markets. 2c) State the target market you would choose for this product and explain why you think this target market would be attractive to Nike. 2d) Explain how Nike should take account of buyer behavior in their marketing activities. Task 3- Identify and analyse the individual elements of the extended marketing mix. LO3 3a) Analyse how Nike gain competitive advantage through their products. b) Critically evaluate the distribution (place) strategy used by Nike for their products. Suggest ways in which it could be improved. 3c) Explain how the prices set by Nike reflect their objectives and market conditions. 3d) Comment on the effectiveness of their promotional strategy in helping Nike to meet their marketing objectives for their products. 3e) Outline how the additional elements of the extended marketing mix (People. Process, Physical Evidence) could be applied to Nike. Task 4 Apply the extended ma rketing mix to different marketing segments and contexts. LO4) 4a) Choose one Nike PRODUCT and devise two marketing mixes for the product. Start your analysis by outlining two different market segments that the product is aimed at. 4b) Explain the differences in marketing products and services to organizations rather than consumers. 4c) Explain how and why international marketing differs from domestic marketing for Nike. Student Guidelines 1. You should write this assignment in report style, although a formal report structure will not be required. 2. You should use diagrams and tables of figures where appropriate ensuring to reference their source. . You should include a bibliography using the Harvard referencing system. 4. All tasks should be completed in the word limit of 2500 – 3000 words (for the WHOLE assignment) excluding contents page, tables of figures, diagrams, references list / bibliography pages and appendices. Recommended Additional Resources Textbooks Adcock D et al — Marketing Principles and Practice 4th Edition (Pitman Publishing, 2001) ISBN: 027364677X Brassington F and Pettitt S — Principles of Marketing 3rd Edition (FT/Prentice Hall, 2003) ISBN: 0273657917
Jobber D — Principles and Practice of Marketing 3rd Edition (McGraw Hill, 2001) ISBN: 0077096134 Kotler P et al — Principles of Marketing 3rd European Edition (FT/Prentice Hall, 2001) ISBN: 0273646621 Magazines, journals and newspapers Campaign Harvard Business Review Journal of Marketing Management Marketing Review Marketing Marketing Business Marketing Week The Financial Times and other daily newspapers which contain a business section and market reports Videos The Marketing Mix at Cadbury’s (1998, TV Choice) Marketing Decisions (1998, TV Choice)
What is Marketing? (2001, TV Choice) Websites www. bized. ac. uk provides case studies appropriate for educational purposes www. cim. co. uk The Chartered Institute of Marketing’s site contains a useful knowledge centre www. ft. com The Financial Times business sections www. marketing. haynet. com Marketing magazine www. thetimes100. co. uk multimedia resource www. invest. nike. com Information on Nike – including access to Annual Reports www. business. com Information on Nike Grading Criteria ~ Module 1 – Marketing To achieve a PASS GRADE the evidence must show |To achieve a MERIT GRADE the evidence must show that the learner is |To achieve a DISTINCTION GRADE the evidence must Show that the learner is | |that the learner is able to meet all of the learning outcomes: |able to: |able to: | | |LO 1: Investigate the concept and process of marketing | |M1- Identify and apply strategies to find appropriate solutions | |D1 – Use critical reflection to evaluate your own work & justify valid | | |• compare alternative definitions of marketing | |An effective approach to study has been applied in the research | |conclusions | | |• identify the main characteristics of a marketing oriented organisation | |and application of trends and development in the marketing | | | | |• explain the various elements of the marketing concept | |activities of the case org. | |There is a synthesis to the work in that it flows well throughout | | |• identify and assess the benefits and costs of a | |Explainations of the application of the marketing theories to the| |leading to valid, thought-out conclusions on the marketing activities of| | |marketing approach | |case org. have sound basis. | |the case org. | |LO 2: Explore the concepts of segmentation, targeting and positioning | | | | | | |• identify and explain macro and micro environmental factors which influence | |M2 – Select design and apply appropriate methods/techniques | |D2 – take responsibility for managing and organising activities. | | |marketing decisions | |A range of sources of information have been used in the | | | | |• propose segmentation criteria to be used for two products in different | |explanation of factors affecting marketing decision in the case | |Independent research, outside of what has been provided in the study | | |markets | |org. | |materials, has been utilised to prepare a thorough report. | |• outline the factors which influence the choice of targeting strategy | |Complex information has been processed and relevant information | |Assignment is completed fully to deadline | | |• explain how buyer behaviour affects marketing | |extracted to analyse the marketing mix re. the case org. | | | | |activities in two different buying situations | | | |D3 – demonstrate convergent, lateral & creative thinking. | | |LO 3: Identify and analyse the individual elements | |M3 – Present and Communicate Findings |Ideas are evaluated for their validity & realism in the context of the | | |of the extended marketing mix | |A clear, concise and logical report has been produced which uses | |case organisation | | |• describe how products are developed to sustain competitive advantage | |marketing terminology fluently | |An attempt is made at an evaluation of the case organisations approach | | |• explain how distribution is arranged to provide customer convenience | |Use of Harvard referencing throughout | |to marketing. | |• explain how prices are set to reflect an organisation’s objectives and | | | | | | |market conditions | |Overall the work covers the descriptive elements of the brief and| |Overall the work contains thorough analysis throughout with detailed | | |• illustrate how promotional activity is integrated to achieve marketing | |a successful attempt has been made to analyse or evaluate the | |evaluation of what has been found through research with successful | | |objectives | |information presented. | |application of research to the case org. | |• analyse the additional elements of the extended marketing mix | |There is detailed discussion of what has been found through | | | | |LO 4: Apply the extended marketing mix to different marketing segments and | |research with successful application of research to the case org. | | | | |contexts | | | | | | |• recommend marketing mixes for two different segments in consumer markets | | | | | |• explain the differences in marketing products and services to organisations| | | | | | |rather than consumers | | | | | | |• explain how and why international marketing differs from domestic marketing| | | | | | | | | | | | | | | | | | | | |Overall the work adequately covers the descriptive elements of the brief but | | | | | | |little attempt has been made to analyse or evaluate the information | | | | | | |presented. | | | | | | |There is little discussion of what has been found through research with | | | | | | |limited application of research to practice | | | | |