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IB2090 MarketingMARTIN LAUSEGGER
Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.Philip Kotler
Content
1 My Approach
2 My Improvements
3 Marketing Mix
1. My ApproachCompany
Question
Structure
Research
Draft
Edite, Submit
1.1 Company Instruction:
Choose a British company, which you believe has achieved superior performance, as indicated by the competitive position, the financial performance (e.g. profit or sales growth), the brand strength, or the speed of international expansion. Be aware that the structure of firms (consolidations, subsidiaries etc.) sometimes makes performance issues difficult to gauge.
Collect data/information regarding this company from published material (online or otherwise).
Input:
- getting the company right is important
- takes a lot of time, have the courage to restart with different one
- choose one that interests you
1.2 Question Instruction:
Use relevant concepts and models to:◦ describe and critically analyse the marketing environment of this company; ◦ identify and critically evaluate the factors in the marketing mix that (in your opinion) have contributed
to this superior performance and identify and discuss those factors in the marketing mix that are crucial for the long-term future success of this company.
Input:- don’t analyse everything, focus on important factors- Briefly justify why u leave out, focus on some
1.3 StructureIntroduction – Superior Performance• competitive position• financial performance • brand strength• speed of international expansion
Microenvironment – (Term 1)
Macroenvironment – (Term 1)
Marketing Mix – (Term 2, covered below)• 4 Ps• 7 Ps
Future Critical Success Factors
Conclusion
Content
1 My Approach
2 My Improvements
3 Marketing Mix
2.1 Feedback Choice of organization
A good choice of organization for your essay. Your choice clearly worked well for you.
Overall use and quality of evidence
Good in most places. Good sources of evidence used. To improve your grade, ensure that you gather supporting data from multiple sources before you begin writing up your analysis and make sure that both supporting and contrasting evidence is clearly referenced in your work.
Note:
- his structure of assessment/feedback
2.1 Feedback Successfulness of the organization
There is more to 'success' than financial metrics. It is rather disappointing that few measures relating to marketing equity, such as customer satisfaction, customer loyalty or general customer contentment were integrated into your analysis.
Your choice of organization was fairly well defended. Overall, the organization appears successful. However, some of your data sources are subject to potential bias. To improve your grade in the future, try and include a wider range of data sources and defend your claims using them. You might also consider reflecting on the credibility and/or potential bias of the data sources you use.
Note:
- Avoid ResearchMyopia
2.1 Feedback Analysis of the environment
Overall, your analysis of the microenvironment was good. To improve your grade, reflect on your approach to the issues. Would a narrower or broader focus be potentially beneficial?
Aspects of the micro marketing environment were well covered in a number of places with occasional (justified) gaps. Most aspects of the micro marketing environment were well discussed. Good use of evidence in support of your arguments. Most of your arguments were supported by data.
Overall, your analysis of the macroenvironment was very good. To improve your grade, reflect on your approach to the issues. Would a narrower or broader focus be potentially beneficial?
All aspects of the macro marketing environment were well covered with occasional (justified) gaps. The macro marketing environment was well discussed. Very good use of evidence in support of your arguments.
2.1 Feedback Discussion of the marketing mix
A very good discussion of the marketing mix issues. Very good use of evidence in support of your claims. To improve your grade you could adopt a more critical approach to your analysis of both the context (your chosen organization) and the theory (the marketing mix).
Critical success factors
A good effort although your analysis could have been better supported by evidence. A good effort to explicate the future marketing mix critical success factors. To improve your grade, ensure that your analysis is critical and is supported with both theory and practical evidence.
Content
1 My Approach
2 My Improvements
3 Marketing Mix
3.1 Product
DIMENSIONS OF A PRODUCTCLASSIFICATION
Consumer Products Convenience products Shopping products Speciality products Unsought products
Industrial Products Capital Items Materials Supplies + Services
3.1 ProductPRODUCT DECISIONS
Attributes
Brand
Packaging
Labels
Augmented Product
PRODUCT MIX DECISIONS
Width
Length
Depth
Consistency
3.2 PlaceVERTICAL MARKETING SYSTEM HORIZONTAL MARKETING SYSTEM
Join forced with competitors + non-competitors
Multi-Channel distribution
Disintermediation
Vertical Marketing System Corporate VMS Contractual VMS Administered VMS
3.3 PriceDETERMINANTS PRICING STRATEGIES
Competition based pricing
3.4 PromotionPROMOTION TOOLS
PROMOTION MIX STRATEGIES
