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Questions

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Questions

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  1. Questions • Question1 • A) RLL have conducted a number of interviews to investigate the possibility of introducing a new chocolate based drink to its range. The company has asked for your help in analysing this interview data. You are required to carry out a process of data reduction on this interview data using any appropriate method of your choosing (you may wish to consider using the “large sheet of paper” method). The interview data is presented in Document 6. (15%) b) What advice could you give the company about marketing to its customers? (15%) • Question 2 Using the RLL case study, carry out the following audits ( 30% ) • Customer audit • Internal audit • Competitor audit • Macro audit • Question 3 Using a marketing planning structure, recommend a suitable strategy for RLL, explaining your choice fully. (40%)

  2. Report Writing –Title Page • Allows the reader to identify the context in which the report was written • Has details of: Title of report Your name or group name To whom the report is addressed/the course it is submitted for Date of report

  3. Report writing –Introduction • The point at which the reader is oriented to the subject of the report. It should be more than the title restated • It should address the following questions: • Why is the topic important? • What was the remit of the report writer? • What is the main argument of the report? • On what evidence is the report based? • How is the argument structured? • What are the implications of the report

  4. Report writing – Main body of report Usually contains a number of sections Aim to develop arguments based on evidence tied to your conclusions Use diagrams to support and clarify your case Aim to make the main report as clear and interesting as possible for the reader Refer to the more detailed analysis you have included in the appendices

  5. Report writing – Conclusions 1 Should follow on naturally from the arguments raised in the main report 2 Should contain no surprises or new material

  6. Report writing – Appendices (outside word count) • Contain detailed evidence for those readers who want more information or detail before they are convinced by your argument • Are more than a method of getting round a tight word limit! • Are often referred to by letters rather than numbers • Should only be included if they are essential

  7. Tips and hints Report writing – 1 KISS – keep it simple! 2 Use diagrams where possible 3 Keep sentences short and sharp 4 Use bullet points where appropriate ( but not everywhere) 5 Avoid emotive or sensational language and slang 6 Avoid the use of ‘I’ and ‘We’ 7 Check your spelling!

  8. (1a) Large sheet of paper – V BASIC eg

  9. (b) Internal Marketing Audit Checklist • Operating • Results • (by product, customer, • geographic region • Sales • Market share • Profit margins • Costs • Strategic • Issues Analysis • Marketing objectives • Market segmentation • Competitive advantage • Core competences • Positioning • Portfolio • analysis • Marketing • Mix • Effectiveness • Product • Price • Promotion • Distribution Marketing Mix Effectiveness Operating Results (by product, customer, geographic region Strategic Issues Analysis • Marketing • Systems • Marketing information system • Marketing planning system • Marketing control system • Marketing Structures • Marketing organisation • Marketing training • Intra- and interdepartmental • communication Marketing Systems Marketing Structures 7

  10. (c) Competitor Audit - Micro Environment Potential entrants Threat from new entrants Industry competitors Bargaining Power Bargaining Power Suppliers Buyers Rivalry among existing firms Threat of substitute products Substitutes 2

  11. (d) Macro - PE(E)ST/LE • Political/Legal: Laws, Codes of practice • Economic: Growth, Unemployment, Interest and exchange rates, Economic trends • Ecological/Physical Environmental: Global warming, Pollution, Resources, Recycling • Social/Cultural: Changes in population, Age Distribution, Household structure, Subcultures • Technological: New product and Process Technologies, New Materials

  12. Q3. The Marketing Planning Process Business mission Marketing audit SWOT analysis Marketing objectives Core strategy Marketing mix decisions Organization and implementation Control Audits Q2 External: micro/macro Internal Customer Large sheet of Paper Q1a What recommendations? Q1b 2

  13. Q1 • A) Large sheet of paper is a table and should be in the appendix. • B) is part of the customer audit and should relate to your findings from A above

  14. Q3 • Outline marketing plan • Structure • Situational Analysis Audits and assumptions • Marketing objectives • Marketing strategy • STP • Outline mix • The issue here is to show the linkages between audits and answer –MUST follow logically and most of your word count should be here.

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