MAPS Associates Degree in BM/HR / Accounting / Marketing)

BTEC HND in Business (Management / HR / Accounting / Marketing)

Learner ID Card Number

Learner name

Assessor Name

Date Issued

Date due

Mr. Abdul Aleem Hassan

April 13, 2015

May 9, 2015

Qualification

Submitted on

Unit number and title

MAPS Associates Degree in BM/HRM/Accounting/Marketing

Unit 04 Marketing Principles
Management
BTEC HND in Business (Management/HR/Accounting/Marketing)

Assignment title

Product / Service Marketing Plan

The purpose of this assignment is to:

- Understand the concept and process of marketing
- Be able to use the concepts of segmentation, targeting and positioning
- Understand the individual elements of the extended marketing mix
- Be able to use the marketing mix in different contexts
Instructions

Instructions to candidates:
1. Please read the assignment brief carefully and follow the evidence criteria.
2. This is an individual work, collaboration is not allowed.
3. An electronic copy of your assessment must be fully uploaded by the deadline date and time. You may
submit one single PDF or MS Office Word document or Google document.
4. The electronic copy should be named as YourFullName_Unit04
5. Hard copy of the assignment must be submitted latest by 2 pm, May 10, 2015. Assignment will only be accepted
for marking if the hard copy and the electronic copy uploaded are the same.
6. Label work with appropriate tasks/criterias/number
7. The assignment must be typewritten with 1.15 spacing of justified alignment using Times New Roman font,
font size 12.
8. Use the APA referencing system and provide references [e.g. (Smith, 2011)] within the text and an
entry in a references list. Otherwise it will be considered as plagiarized work. Your work must be
original with the appropriate referencing.

Page 1 of10

Unit Outcomes
Learning Outcome
LO1 Understand the
concept and process of
marketing

Pass Criteria

Evidence for the criteria

P1.1 Explain the various

elements of the marketing
process.

The following elements of marketing

process have been briefly explained in
relation
to
the
selected
organisation/business.
a.
Marketing audit
b.
Environmental analysis
c.
Swot analysis
d.
Market Segmentation
e.
Marketing mix
f.
Target markets

P1.2 Evaluate the benefits

and costs of a marketing
orientation for a selected
organization.

LO2 Be able to use the

concepts
of
segmentation, targeting
and positioning.

P2.1 Show macro and

micro
environmental
factors which influence
marketing decisions.

Feedback

Assessors
Decision

P 1.1

1.
Marketing orientation has been
briefly described
2.
Benefits of marketing
orientation for the selected business have
been briefly described.
3.
Cost of marketing orientation
for the selected business has been briefly
described.
4.
A brief conclusion has been
drawn.

P 1.2

The following macro and micro

environmental factors has been explained
in relation to the selected product or
service.
a. PESTEL analysis
b. Porters five forces
c. Stakeholder influences

P 2.1

Page 2 of10

IV

P2.2 Propose segmentation

criteria to be used for
products in different
markets.

P2.3 Choose a targeting

strategy for a selected
product/service

Segmentation principles to be used for

products in different markets has been
proposed based on the following
criterias:
a. Geographic
b. Demographic
c. Psychographic
d. Behavioural

A targeting strategy has been selected

from the following:
a. Concentrated/niche marketing
b. Differentiated marketing
c. Undifferentiated/mass marketing

P2.4 Demonstrate how

buyer behaviour affects
marketing activities in
different buying situations.

1.

P2.5 Propose new

positioning for a selected
product/service.

1.

2.

2.

LO3 Understand the

individual elements of
the extended marketing
mix.

P3.1 Explain how products

are developed to sustain
competitive advantage.

P 2.2

P 2.3

Buyer behaviour for the selected

product or service has been
identified/buying process explained
How the identified buyer behaviour
affects the marketing activities
in
different buying situations have been
demonstrated.
New positioning has been proposed
for the selected product/service
and/or
Current positioning for the selected
product or service has been briefly
described

P 2.4

P 2.5

How competitive advantage has been

sustained for the selected product or
service with the new product development
process

P 3.1

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P3.2
Explain
how
distribution is arranged to
provide
customer
convenience.

1.

2.

P3.3 Explain how prices

are set to reflect an
organizations
objectives and market
conditions

1.

P3.4 Illustrate how

promotional activity is
integrated to
achieve marketing
objectives

1.

2.

2.

Distribution channels available for

the selected product or service have
been briefly described.
The best distribution channel(s) that
could be applied for the selected
product or service has been explained
by justifying your answer in terms of
customer convenience.

P 3.2

Marketing objectives for the selected

product or service has been briefly
described.
Pricing strategy for the selected
product or service has been described
based on the marketing objectives
described in 1.

P 3.3

Promotional strategy for the selected

product or service has been
described.
How the promotional strategy will be
integrated to achieve marketing
objectives for the selected product or
service has been described. (give
examples)

P 3.4

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P3.5 Analyse the additional

elements of the extended
marketing mix

1.

2.

LO4 Be able to use the

marketing
mix
in
different contexts.

P4.1 Plan marketing mixes

for two different segments
inconsumer markets

Following additional elements of

marketing mix has been briefly
described
a. Process
b. Physical evidence
c. People
How the additional marketing mix
helps in achieving the marketing
objectives for the selected
organization/business has been
explained. (Justify your answer by
giving examples)

1.

Additional market segment for the

selected product or service has been
identified.

2.

Marketing mix (7ps) for the two

different segments (current and new)
has been planned.
B2C marketing has been briefly
described.
Differences in marketing products
and services to B2B and B2C have
been briefly explained.
Justify your answer by giving
examples
from
the
selected
organization/business.

P 3.5

P 4.1

P4.2 Illustrate differences

in marketing products and
services
to
businesses
rather than consumers.

1.
2.

3.

P 4.2

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P4.3 Show how and why

international
marketing
differs
from
domestic
marketing.

M1

M2

Identify
and
apply
strategies
to
find
appropriate solutions

1.
2.

3.

Justify your answer by giving

examples
from
the
selected
organization/business.

1.
2.

Effective judgments have been made.

Complex problems with more than
one variable have been explored.
An effective approach to study and
research has been applied
Relevant theories and techniques
have been applied.
The selection of methods and
techniques/sources has been justified
Complex information/data has been
synthesized and processed
Appropriate structure and approach
has been used
Coherent, logical development of
principles/concepts for the intended
audience
Communication has taken place in
familiar and unfamiliar contexts
A range of methods of presentation
have been used and technical
language has been accurately used

3.
Select/design
applyappropriate
methods/techniques

and

1.
2.
3.

Present and communicate

appropriate findings

1.
2.

3.
M3

International and domestic marketing

has been briefly described.
Differences between international
and domestic marketing has been
explained based on the following
factors:
a. Social and cultural
b. Political
c. Government
d. Economical
e. Finance
f. Data
g. Stakeholders

4.

P 4.3

M1

M2

M3

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D1

Use critical reflection to

evaluate
own
work
andjustify valid conclusions

1. Conclusions have been arrived at

2.

Take responsibility for

managing and organizing
activities

1.

2.
D2
3.
4.

Demonstrate
convergent/lateral/creative
thinking

5.
1.
2.

D3
3.
4.
5.
Internal Verifier
(Signature, if sampled)

through synthesis of ideas and have

been justified.
Self-criticism of approach has taken
place.

D1

Substantial activities, projects or

investigations have been planned,
managed and organized.
Autonomy/independence has been
demonstrated
Activities has been managed
The
unforeseen
has
been
accommodated

D2

Innovation and creative thought have

been applied in:
Ideas has been generated and
decisions taken place on marketing
mix
Problems has been solved
Receptiveness to new idea is evident
Effective thinking has taken place in
unfamiliar contexts
Assessor
(Signature)

D3

Date of assessment
Decision

Learner Declaration:
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Learners Name
Signature

Date

Page 7 of10

Grading Summary
P1.1

P1.2

P2.1

P2.2

P2.3

P2.4

P2.5

P3.1

P 3.2

P3.3

P3.4

P3.5

P4.1

P4.2

P4.3

M1

M2

M3

D1

D2

D3

FINAL GRADE
Pass
Merit
Distinction
Redo

Assessor Declaration:
I certify that the work submitted for this assignment is the learners own work and research sources are fully acknowledged.
Assessors Name

Signature

Page 8 of10

Date

Product / Service Marketing Plan

Task 1 Consultation Report

To complete this task, you are required to choose an overseas or domestic company. The company has
decided to introduce a new product/service to the Maldivian market and the general manager of the selected
company recruited a new manager for this project.
For
introducing
Assignment
titlethe new product/service, project manager requested the marketing manager of the selected
company to provide a consultation report regarding introduction of the new product/service to the Maldivian
market.
You are the marketing manager of the selected company and you are required to write a consultation report
for the project manager.
In order to successfully complete this task, you must;
1.
2.
3.
4.
5.
6.
7.
8.
9.

Explain the various elements of the marketing process (P1.1)

Evaluate the benefits and costs of a marketing orientation for the selected company (P1.2)
Explain how products are developed to sustain competitive advantage (P3.1)
Explain how distribution is arranged to provide customer convenient (P3.2)
Explain how prices are set to reflect an organizations objectives and market conditions (P3.3)
Illustrate how promotional activity is integrated to achieve marketing objectives (P3.4)
Analyze the additional elements of the extended marketing mix for selected company (P3.5)
Illustrate differences in marketing products and services to business customers (P4.2)
Explain how and why international marketing differs from domestic marketing (P4.3)

Notes

Your report must be well structured with title page, introduction, body, conclusions and recommendations
Introduction must include the detail of the company including its history, nature of the product or service sold
and mission/vision with its objectives
Your report must not exceed the word limit of 2000 words.
Your report should be justified by giving appropriate examples from the selected company
To achieve M1, you must identify and apply strategies to find appropriate solutions
To achieve D1, you must use critical reflection to evaluate own work and justify valid conclusions

This task provides evidence for P1.1, P1.2, P3.1, P3.2, P3.3, P3.4, P3.5, P4.2, P4.3, M1 and D1

Task 2 Marketing Plan

You are required to write a marketing plan for a product or service from the selected organization in your
Task 1. Your marketing plan should be typed in the following format:
1. Executive Summary
2. Introduction
3. Situational Analysis

Page 9 of10

4.
5.

6.
7.
8.

3.1 Company Analysis (Strengths and Weaknesses)

3.2 Macro environment Analysis (PESTEL relate with Opportunities and Threats)
3.3 Competitor Analysis (Porters Five Force)
3.4 Customer/Market Analysis
3.4.1 Market Needs/Motives/Interest
3.4.2 Market Trends
3.4.3 Customer Behaviour/Buying Process
Marketing Objectives
Marketing Strategies
5.1 Segmentation
5.2 Targeting
5.3 Positioning
5.4 Marketing Mix
5.4.1 Product/Service
5.4.2 Pricing Strategy
5.4.3 Place/Distribution
5.4.4 Promotions
5.4.5 Process
5.4.6 People
5.4.7 Physical Evidence
5.5 Implementation Plan
5.6 Marketing Budget
Conclusions
References/Footnotes/Endnotes
Appendices

To successfully complete this task, you must;

a.
b.
c.
d.
e.
f.

Show macro and micro environment factors which influence marketing decisions (P2.1)
Propose segmentation criteria to be used for products in different markets (P2.2)
Choose a targeting strategy for the selected product/service (P2.3)
Demonstrate how buyer behavior affects marketing activities in different situations (P2.4)
Propose new positioning for the selected product/service (P2.5)
Plan marketing mixes for two different segments in consumer markets (P4.1)

Notes:

Your marketing plan should contain no more than 2500 words

To achieve M2, you must select/design and apply appropriate methods/techniques
To achieve M3, you must present and communicate appropriate findings
To achieve D2, you must take responsibility for managing and organizing activities
To achieve D3, you must demonstrate convergent/lateral/creative thinking

This task provides evidence for P2.1, P2.2, P2.3, P2.4, P2.5, P4.1, M2, M3, D2 and D3
Sources of Information:
Marketing Principles (3rded). (2013) Business Essentials, course book

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