Marketing Assignment Question

Marketing Planning

Qualification Unit number - title -level

Pearson BTEC Level 5 HND Diploma in BusinessUnit 19: Marketing Planning —

Level 5

Student name Assessor name

Berlin Asong

Date issued Completion date Submitted on

1st August 20145th September 2014 before 12 midday

Assignment title Developing a Marketing Plan for SABMiller

Learning Outcome

Learning Outcome

ACIn this assessment you will have the opportunity to present evidence that shows you are able to:

Task no.

Evidence(Page no)

LO1 Be able to compile marketing audits.

1.1Review changing perspectives in marketing planning.

1

1.2 Evaluate an organisation’s capability for planning its future marketing activity.

BTEC Level 5 HND in BusinessUnit 19: Marketing Planning Resit 2014 Page 1 of 11

1.3Examine techniques for organisational auditing and for analysing external factors that affect marketing planning.

1.4

Carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation.

LO2

Understand the main barriers to marketing planning.

2.1Assess the main barriers to marketing planning.

22.2

Examine how organisations may overcome barriers to marketing planning.

LO3

Be able to formulate a marketing plan for a product or service.

3.1Write a marketing plan for a product or a service.

3

3.2Explain why marketing planning is essential in the strategic planning process for an organisation.

3.3Examine techniques for new product development.

3.4Justify recommendations for pricing policy, distribution and communication mix.

3.5

Explain how factors affecting the effective implementation of the marketing plan have been taken into account.

LO4Understand ethical issues in marketing.

4.1Explain how ethical issues influence marketing planning.

44.2Analyse examples of how organisations respond to ethical issues.

4.3Analyse examples of consumer ethics and the effect it has on marketing planning.


Instructions

An electronic copy of your assessment must be fully uploaded by the deadline date and time.

You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document.

The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission.

Review the mitigating circumstances policy for information relating to extensions.

The file size must not exceed 20MB.

Answer the criteria in order, clearly indicating the pass criteria number.

Ensure that all work has been proof-read and checked prior to submission.

Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.

Use the Harvard referencing system; otherwise it will be considered as plagiarised work.

Ensure that you back-up your work regularly and apply version control to your documents.

Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated as a non-submission.

You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.

Your work must be original with the appropriate referencing.

Learner declaration

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature: Date:


Assignment Brief - Resit

Unit number – title – level

Unit 19: Marketing Planning — Level 5

Qualification Pearson BTEC Level 5 HND Diploma in Business

Start date 1st August 2014

Deadline/hand-in 5th September 2014 before 12 midday

Assessor Berlin Asong

Assignment title Developing a Marketing Plan for SABMiller

Purpose of this assignment

This assignment enables you to acquire knowledge and skills in developing effective

marketing plans. You will develop the intellectual capacity including the analytical

skills-set to preparing a credible marketing plan that creates value for the customer

and the organisation. This assignment requires you to undertake extensive research on

the company and the operating marketplace. It enables you to apply marketing

concepts, frameworks and analytical tools.

Scenario

Source: Business Day

SABMiller alcoholic beverage company owns brands like Coors, Bulmers, Foster’s,

Peroni, Tyskie, Dreher, Pilsner, Miller, Aguila and Grolsch.

The company operates in more than 80 countries across Europe, North America, South


America, Africa, Australia and Asia. While SABMiller occupies the number 1 or 2

position bysales volume in some countries, it is yet to achieve the same position in the

United Kingdom, a major beer consumption market.

Nick Fell, marketing director at SABMiller, has consulted Elson Insights, a marketing

consultancy for which you work as a senior research analyst. Nick wants Elson Insights

to assist in growing market share for three of SABMiller’s beer brands in the UK.

This is no easy feat in the face of stiff competition from AB InBev (owner of Stella

Artois and Budweiser), Carlsberg and Heineken. Nonetheless, Elson Insights has

assigned this project to you. The project is split into four tasks below.


Task 1 This task offers you an opportunity to achieve L.O. 1: 1.1, 1.2, 1.3 and 1.4

Question 1.1

You have a meeting with Nick Fell during which you discuss findings from your research on the various perspectivesof marketing planning. Write this review of these perspectives.

Guide A good review presents different angles of marketing planning; highlighting the thoughts of different practitioners, academics or writers; and concluding with your own view on the subject. Consult articles or books.

Question 1.2

Evaluate SABMiller’s capabilities in light of its intention to transform three of its beer brands into leading brands in the UK.

Guide A good evaluation considers what it takes for a company to be successful in the UK beer market. It analyses the resources and competences possessed (or lack of) by SABMiller. It weighs the resources and competences of the company against consumer preferences, competition, etc. A good evaluation is factual. Consult SABMiller’s websites, annual reports, business publications, etc.

Question 1.3a

Examine a tool that can be used to analyse SABMiller and its operation

Guide A good examination describes the tool and its purpose. It weighs the benefits of the tool against its limitations. A pass is awarded for AC 1.3 if you have successfully achieved a pass for question 1.3a and 1.3b.

Question 1.3b

Examine a tool that can be used to analyse the UK beer industry.

Guide A good examination describes the tool and its purpose. It weighs the benefits of the tool against its limitations. A pass is awarded for AC 1.3 if you have successfully achieved a pass for question 1.3a and 1.3b.

Question 1.4a

Analyse SABMiller using the tool mentioned in answer to question 1.3a.

Guide A good analysis is thorough, factual and current.A pass is awarded for AC 1.4 if you have successfully achieved a pass for question 1.4a and 1.4b.

Question 1.4b

Analyse the UK beer industry using the tool mentioned in answer to question1.3b.

Guide A good analysis is thorough, factual and current. A pass is awarded for AC 1.4 if you have successfully achieved a pass for question 1.4a and 1.4b.


Task 2 This task offers you an opportunity to achieve L.O. 2: 2.1 and 2.2

Question 2.1

Having completed task 1, it is likely you must have experienced some of the challenges to marketing planning encountered by marketing managers. Assess these barriers including those well-documented in textbooks and business/academic articles.

GuideA minimum of four barriers ought to be discussed.

Question 2.2

For each barrier identified in answer to question 2.1, examine how SABMiller can overcome them.

GuideAgain a minimum of four barriers ought to be discussed in this section.


Task 3 This task offers you an opportunity to achieve LO 3: 3.1, 3.2, 3.3, 3.4 and 3.5Question 3.1-3.5 Prepare a marketing plan for a beer brand (e.g. Miller, Pilsner, Coors,

Foster’s, Peroni, Tyskie, Dreher, Aguila, Grolsch) owned by SABMiller or a product or service of your choosing. The objective is to transform the chosen brand into a leading brand in the UK within the next three years.

Use the layout below to produce a marketing plan.

Executive Summary{This section summarises the content of your marketing plan. Complete this section after you have fully developed the marketing plan.} (3.1)

Role of Marketing Plan in Corporate Strategy: {Describe the relationship between corporate strategy and marketing strategy. Identify the goals/strategy of SABMiller. Explain how the plan you are developing supports the strategy and contributes to achieving specific goals of SABMiller.} (3.2)

Marketing Audit{Because you have already completed this section in questions 1.4a and 1.4b, it is needless to repeat those details.}

Target Market Segment{Which group of consumers are you aiming the beer brand at? Describe your chosen market segment in terms of lifestyle, age, income, personality or benefits-sought.} (3.1)

Marketing Objectives{With regards to your chosen beer brand, specify your marketing objectives.} (3.1)

Techniques for New Product Development{Examine at least two means by which new beer products can be developed. Consider discussing two of the following: experimentation, learning from failure, test marketing, observation, co-creating, crowd-sourcing, chanced occurrence, entrepreneurial culture, etc.}. (3.3)

Product Description{Describe the beer brand for which you are developing this marketing plan. Describe the product in terms of benefits, taste, colour, size, packaging, or usage occasion. What ‘problem’ does the product solve for the customer?} (3.3)

Pricing Strategy{Propose and justify a suitable pricing strategy for the product. Does it match your marketing objectives? Does it appeal to the preferences and behaviour of your target market? Explain.} (3.4)

Distribution Strategy{Propose and justify a suitable distribution strategy for the product. Does it match your marketing objectives? Does it appeal to the preferences and


behaviour of your target market? Explain.} (3.4)

Promotion Strategy{What’s the promotion objective(s) for the product? Proposea combination of promotional approaches (e.g. advertising, sales promotion, course marketing, direct marketing, etc.) and communication channels (TV, displays, internet, radio, print, mobile, social media, spokesperson, etc.) relevant to your target market segment and promotion objectives.} (3.4)

Implementation{What would it take for your plan to be implemented successfully? What metrics (key performance indicators) would you use to track the objectives mentioned in the “marketing objectives” section?} (3.5)

GuideYou are free to use an alternative layout provided you cover AC 3.1 to 3.5 in it.


Task 4This task offers you an opportunity to achieve LO 4: 4.1, 4.2 and 4.3

Question 4.1

Having designed the marketing plan in task 3, explain the ethical practices that must be observed during the marketing planning of alcohol beverages in the UK.

Question 4.2

Analyse the actions taken by SABMiller and one other alcoholic beverage company (e.g. Heineken, Diageo, etc.) to address two of the ethical issues mentioned in answer to question 4.1.

GuideYou should visit the websites of SABMiller and one other company for details.

Question 4.3

Analyse the consequences of consumer ethical misconduct (e.g. shoplifting, under-age drinking,binge drinking, alcohol-induced diseases and illnesses, alcohol-related violence, drink-driving, etc.) on the marketing efforts you completed in task 3.

GuideYou should discuss two consumer ethical misconducts.


Answer Sheet

Task 1 (L.O. 1: 1.1, 1.2, 1.3 & 1.4)Please type your answer here

Task 2 (LO2: 2.1& 2.2)

Please type your answer here

Task 3 (LO3: 3.1, 3.2, 3.3, 3.4 & 3.5)


Task 4 (LO4: 4.1, 4.2 & 4.3)



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Marketing Assignment Question