MARKETING ESSENTIALS
Task 1: Presentation Slides
(Please copy and paste all of your presentation slides here.
1 Slide and Speaker Notes per page)Speaker Notes:
Hello everyone my name is ………………
Thanks for giving me the opportunity to do this interview. In my presentation today I am going talk about the marketing concepts and its role in MARKS AND SPENCER .
Task 2 The Marketing Mix and Market Plan
Part A: Brief PaperBrief Title: Comparing Marketing mix (7P’s) of MARKS AND SPENCER and (Barclays / Hilton / McDonald / Starbucks)To: Marketing Director
From: Marketing Manager
1.0Introduction
As marketingmanager, the author/writer has been assigned to prepare a briefing paper that compares marketing mix (7Ps) for “MARKS AND SPENCER” and “Organisation 1” and “Organisation 2” (Barclays / Hilton / McDonald / Starbucks OR your own selected company from another industry).
The paper will aim to look at the ways in which different organisations (MARKS AND SPENCER and own selected ones) apply the marketing mix to the marketing planning process to achieve their business objectives.1.1 MARKS AND SPENCER overview
(When founded, product/service offered, market/customer served, market share/size).
1.2 “Organisation 1” overview
(You may choose one from Barclays / Hilton / McDonald / Starbucks)
(When founded, product/service offered, market/customer served, market share/size).
1.3 “Organisation 2” overview
(You may choose one from Barclays / Hilton / McDonald / Starbucks)
(When founded, product/service offered, market/customer served, market share/size). 2.0Marketing mix
[Explain what it is Marketing mix (Definition). You may include a diagram of the 7Ps.]
The below sections will look at comparison of the 7ps from the above mentioned organizations.
Figure: 7P’s of marketing mix, (The Marketing Mix, 2015)
2.1 Product
(Briefly explain what it is)MARKS AND SPENCER Product:
“Organisation 1” Product:
“Organisation 2” Product:
2.2 Price
(Briefly explain what it is)
MARKS AND SPENCER Price:
“Organisation 1” Price:
“Organisation 2” Price:
2.3 Place
(Briefly explain what it is)MARKS AND SPENCER Place:
“Organisation 1” Place:
“Organisation 2” Place:
2.4 Promotion
(Briefly explain what it is)
MARKS AND SPENCER Promotion:
“Organisation 1” Promotion:
“Organisation 2” Promotion:
2.5People
(Briefly explain what it is)
MARKS AND SPENCER People:
“Organisation 1” People:
“Organisation 2” People:
2.6 Process
(Briefly explain what it is)MARKS AND SPENCER Process:
“Organisation 1” Process:
“Organisation 2” Process:
2.7 Physical Evidence
(Briefly explain what it is)MARKS AND SPENCER Physical Evidence:
“Organisation 1” Physical Evidence :
“Organisation 2” Physical Evidence :
Conclusion
(A summary of each of the Ps in way of two sentences)
Part B: Marketing PlanTABLE OF CONTENT Page #Introduction…………………………...............…………….
MARKS AND SPENCER overview
SOSTAC………………………. ……………………………………
1.Situation Analysis…………………………………………….
•Micro
•Macro
•SWOT
•PESTEL
2.Objectives……………………….…………………………..3.Strategy……………………………………………………..
•Ansoff Matrix
•STP Analysis4.Tactics………………………………………………………
•7Ps
5.Action……………………………………………………..6.Control…………………………………………………...
Conclusion
Reference……………………………………………..………………….
Appendix………………………………………..……………………….
Task 3: Marketing Plan
Introduction
MARKS AND SPENCER overview
Marketing Plan
Base framework mechanism of the marketing plan: SOSTAC
Figure title: SOSTAC® Planning, Figure source: PR Smith Marketing Success, (2004).
1.Situation Analysis / Environmental analysis
(Situation analysis should clearly indicate: "Where are we now?")
SWOT ANALYSIS
Internal
Strength:
Weakness:
External
Opportunity:
Threat:
PESTLE Analysis
ExternalPolitical:
Economical:
Social:
Technological :
Legal:
Environmental:
2.Marketing Objectives:Based on your product write down marketing objective (SMART)S = Specific
M = Measurable
A = Achievable
R = Relevant
T = Time bound
3.Strategy
Figure title: Marketing STP Model
Figure source: Market Segmentation Study Guide
STP Analysis:
STP Analysis for your chosen scenarioSTP meaning
S= Segmentation
T= Targeting
P= Positioning
Ansoff Matrix
4.Tactics
Detailed Marketing mix (7P’s)
•Marketing MixDetailed Analysis
Product
Price
Place
Promotion
People
Process
Physical Evidence
5.ActionsBudget:
Tasks:6.Control(eg – sales meeting, sales targets, market share etc.)Control techniquesCompetitor Analysis: ......
Customer Analysis
Testing Research
Customer Feedback
Cost Analysis
Monitoring techniquesResearch to assess before and after awareness levels with customers and the media
Media coverage compared to the competition
The number of followers and their levels of influence on social media sites
Budgetary control
Timescales - ensuring activities are completed on time
Number of enquiries
Increase of visitors to the website and the levels of interaction users have with the website
Increase in sales
Conclusion
Evaluation of the marketing Plan
Evaluation checklist of the marketing planArea of the Marketing PlanComments
Does the plan identify the trends that affect the organisation by conducting multiple analysis of the environment?1Yes 0NoIs the objectives of the plan been defined clearly taking in to consideration the environmental factors?1Yes 0NoDoes the plan include a clear strategy developed to cater to needs of the target market?1Yes 0NoIs the Segmentation, Target and Positioning clearly defined using?1Yes 0NoDoes it include a discussion of the 7Ps?1Yes 0NoWere marketing metrics, forecasts, schedules, budgets and implementation responsibilities clearly delineated and realistic?1Yes 0NoWere suitable metrics and measurement intervals selected for measuring progress towards achieving the plan’s financial, marketing and societal objectives?1Yes 0No
Reference
The Marketing Mix. (2015). Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix. [online] Available at: http://marketingmix.co.uk/ [Accessed 28 Jun. 2018].