Business Report

Paper instructions:
Please read careful the assignment !

1.Produce a report to present to the Managing Director of your chosen
company. The must be written in professional manner and properly
referenced. The report should comply with the word count of 2500
with +/- 10% margin. You may use tables and diagrams to support
your report to illustrate the text. Word count excludes the index,
headings, information contained in tables, references and bibliography.As a newly appointed Marketing Manager, you are required to carry out a detailed industry
analysis for your chosen organisation. The purpose of this is to formulate a suitable marketing
campaign for your chosen organisation. Produce a report detailing the below.
As part of the introduction to the report give a brief explanation of the various elements of the
marketing process (LO 1.1)
Evaluate the benefits and costs of a marketing orientation for the selected organisation. (LO 1.2)
Carry out a thorough organisation, industry and market environment situation analysis. For this,
identify and analyse Macro environment, Micro external environment, Micro internal environment
and the capabilities using a range of tools and techniques suitable for each market situation.
Summarised your analysis using a SWOT Analysis.
Include minimum key factors such as the different analysis models, you must carry out;
Macro
environment analysis
Micro
external environment
Assessment Type: Individual
BTEC Higher National Diploma in Business
Unit 4: Marketing Principles Regent College
6
Micro
Internal (Core & Distinctive competencies)
Capabilities
You must carry out the above analysis and you are welcome to use more tools and techniques
to support your findings. Summarise your finding through a SWOT analysis (LO 2.1)
Following the SWOT analysis identify a product/service that can be marketed to two
different segments. Justify your reason for the proposed segmentation criteria. (LO 2.2)
Choose a target strategy for the chosen product/service. (LO 2.3)
For the chosen strategy discuss how the buyer behaviour affects marketing activities in
different buying situations. Discuss the buyer behaviour in relation to the segmentation
criteria you have identified. (LO 2.4)
Suggest a range of positioning options for your selected product/service (LO 2.5)
Develop a marketing plan for the proposed strategy addressing the issues identified in the
marketing analysis.
For example you may identify the strategies such as,
Increase
existing market share through market stimulation
Increase
existing market share through new product development
Entering
a new market through introducing existing product(s) to a new market
Entering
a new market through new product development
Focus on one of the objectives and develop a marketing plan. Provide a justification and an
explanation with reasons for the chosen strategy. Your explanation should include,
? how the product is going to be developed to sustain competitive advantage (LO 3.1)
? how distribution is going to be arranged to provide customer convenience (LO 3.2)
? how you would set the price of the product to reflect organisation’s objectives and
marketing conditions (LO 3.3)
Plan and recommend marketing mixes for the two different segments you have discussed in
the Assignment 01. (LO 4.1)
For the segments you have discussed above clearly explain the marketing mix with including
the promotion element. You should discuss how the promotional activity is integrated to
achieve marketing objective. (LO 3.4)
Include an analysis into the additional elements of the extended marketing mix, providing
your marketing plan (LO 3.5)
To summarise your findings and recommendations,
? Suggest a budget, resources and a timescale.

2.Apart from the above main assignment you are required to answer the
following questions. The answers should take the format of a written
essay. The word count is flexible for this task however it is
recommended that at least 500 words are used to discuss each question.
Question 02
In Assignment 1, you have developed a marketing strategy to market the products and services to
the consumer. What differences are there if you market your products and services to an
organisation? (LO 4.2)
Question 03
Think of marketing abroad. Following the completion of assignment 1, suggest on implementing
a marketing strategy to market abroad. What would be different from international marketing to
domestic marketing? (LO 4.3)

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