1

Department of Business, Management and Marketing

Marketing Strategy and Planning

Mkt 6242

Module Co-ordinator: Nick Beaton

Date: October 2012

2

Mkt 6242 Marketing Strategy and Planning

Module Co-ordinator Name: Nick Beaton Office: C22 Telephone number: 0113 283 7100 ext 496 Email: n.beaton@leedstrinity.ac.uk Introduction to Marketing Strategy and Planning Over the past decade the marketing environment has changed in a series of dramatic and far-reaching ways. Among some of the most significant of these changes has been the emergence of what is often referred to as “the new consumer” and “the new competition”. This new consumer is typically far more demanding, far more discriminating, much less loyal and more willing to complain than in the past, whilst the new competition is frequently far less predictable than before. At the same time, the marketing environment has also been affected by a series of unpredictable events such as 11 September 2001.and also by the emergence of new technologies and delivery systems. Together these changes have led to a new type of marketing reality that has major implications for the marketing planning and strategy processes. The question of how marketing planners might respond- or indeed have responded- to the new marketing reality will be an underlying theme on this module. In practice, many marketing planners have responded by focusing to an even greater degree on the short-term and tactical issues, arguing that, during periods of intense environmental change, traditional approaches to planning are of little value. Instead, they argue that there is a need to develop highly sensitive environmental monitoring systems which are capable of identifying trends, opportunities and threats at a very early stage, and then an organisational structure and managerial mindset that leads to the organisation responding quickly and cleverly. (Gilligan & Wilson, Strategic Marketing Planning 2009)

3

Objectives On successful completion of this module students will be able to: 1. evaluate and apply a range of strategic marketing approaches and models across

commercial, public sector and non-profit organisations;(K/S/I/T) 2. relate marketing strategy choice to financial outcomes;(K/I/T) 3. perform extensive environmental, customer and competitive analysis using a range

of sources and theoretical frameworks;(K/I/T) 4. conduct futures research using scenario forecasting techniques;(K/S/I/T) 5. prepare and justify a strategic marketing plan.(K/S/I/T) Content 1. Strategic marketing theory, including relationship marketing, stakeholder theory,

strategy models and portfolio models. 2. Marketing planning and society -- ethical issues and marketing responses. 3. STEP analysis and interpretation of trends drawing on a range of theory. 4. Financial evaluation of marketing plans. 5. Environmental scanning and scenario forecasting to inform long-term marketing

planning. Timetable Lectures Friday 9-10h AF 35 (Weeks 4-13, 20-29, 33-35) Tutorial Friday 10-11h AF 35 (Weeks 4-13, 20-29, 33-35)

4

Teaching Schedule

Lecture/ (Week)

Date Lecture Topic

1 (4) 5th Oct 12 Lecture: Introduction to the Module Tutorial: No Tutorial

2 (5) 12th Oct 12 Lecture: Marketing and the Management Process Tutorial: Case Study + Discussion

3 (6) 19th Oct 12 Lecture: Strategic Decisions and the Nature of Strategy Tutorial:

4 (7) 26th Oct 12 Lecture: Strategic Marketing Planning Tutorial:

5 (8) 2nd Nov 12 Lecture: The Marketing Plan Tutorial:

6 (9) 9th Nov 12 Lecture: The Marketing Audit Tutorial: Guidance on Coursework

7 (10) 16th Nov 12 Lecture: The Dimensions of Planning Tutorial:

8 (11) 23rd Nov 12 Lecture: Strategic Approach to Segmentation Tutorial:

9 (12) 30th Nov 12 Lecture: Competitor Analysis and the Development of Strategy

(13) 3rd Dec 12 Submission of Coursework

(14) Individual tutorials by request

Weeks 15, 16 & 17 Christmas Break

Weeks 18 & 19 Preparation for Semester Two Semester 2

11 (20) 25th

Jan 13 Lecture: Introduction to Semester Two Tutorial: Feedback on Submitted Coursework

12 (21) 1st

Feb 13 Lecture: Introduction to marketing planning & assignment brief

13 (22) 8th Feb 13 Lecture: Market / Situation Analysis Tutorial

14 (23) 15th

Feb 13 Lecture: Planning direction, objectives and devising strategy Tutorial: Presentation of marketing plan by NB

15 (24) 22nd

Feb 13 Lecture: Developing Product & Brand strategies

16 (25) 1st

Mar 13 Lecture: Developing pricing & distribution strategies

17 (26) 8th

Mar 13 Lecture: Marketing Communications

18 (27) 15th

Mar 13 Lecture: Planning Performance measurement & Controls

19 (28) 22nd

Mar 13 Lecture: Strategy formulation, budgeting and forecasting 20 (29) 29

th Mar 13 Lecture: Review of Semester 2

Tutorial: By appointment Weeks 30, 31 & 32 Easter Vacation

Week 33 29th

Apr 13 Submission of Marketing Plan Coursework

5

Attendance Requirements According to the regulations (see Taught Course Academic Regulations http://intranet.leedstrinity.ac.uk/CampusServices/RegistryServices/default.aspx), you ‘have a responsibility to engage fully with designated learning activities’ and so your attendance is expected at all timetabled sessions and other meetings including those required for effective team work. For information on how attendance is to be monitored and the sanctions for non-attendance please see the Level handbook. Required Reading The core texts being used for this module are the Gilligan & Wilson book, “Strategic Marketing Planning” and The Essential Guide to Marketing Planning by Marian Burk Wood. Students are strongly advised to read relevant chapters prior to lectures and tutorials Learning resources/bibliography Essential Reading:

Burk Wood, M. (2010) Essential Guide to Marketing planning 2nd edition. London:FT Prentice-Hall, Wilson, M.S. & Gilligan,C. (2009) Strategic Marketing Planning 2nd edition, Elsevier Recommended Reading Cohen, W. A. (2005) The Marketing Plan. 4th Edition. John Wiley Doyle, P. (2002) Marketing Management & Strategy. 3rd Edition. FT Prentice Hall Godson, M. Relationship Marketing (2009) Oxford University Press Haig, M. (2004) Brand Royalty, Kogan Page Holt, D. (2004) How brands become icons Johnson & Scholes (2004) Exploring Corporate Strategy, Texts & Cases. 7th Edition FT Prentice Hall

6

Klein, N. (2001) No Logo, Flamingo Kotler, P. (2004) Ten deadly Marketing Sins – Signs & Solutions. Hoboken, NJ:Wiley, Lincoln, S. (2009) Mastering Web 2.0- Transform your Business using key website and social media tools. Kogan Page McDonald, M (2007) Marketing Plans. How to prepare them, How use them. 6th Edition. Elsevier McDonald, M. & Payne, A (2006) Marketing Plans for Service Businesses. A complete Guide. Elsevier Ryan, D. & Jones, C. (2009) Understanding Digital Marketing. Marketing strategies for engaging the digital generation. Kogan Page Journals:

You are urged to read the appropriate academic journals, magazines and periodicals to inform yourself about current developments in marketing, consumer psychology, and consumer behaviour: The Department of Business, Management and Marketing has made a considerable investment in the EBSCO Business Source Premier database, which is available electronically via the Library portal of the College Intranet. This resource provides electronic access to hundreds of peer reviewed academic journals and databases and you are recommended to make regular use of this valuable resource.

Harvard Business Review

Journal of Consumer Research

European Journal of Marketing

Journal of Marketing

Psychology and Marketing

International journal of Advertising : the quarterly review of marketing communications

Journal of Consumer Behaviour- an international research review

Journal of Global Marketing

Journal of Relationship Marketing

Mintel

Keynote Publications

7

Web sites: The World Wide Web (www) is a good resource for students. Some of the useful web sites are: http://www.utalkmarketing.com http://www.brandrepublic.com http://www.talkingretail.com http://www.thedrum.co.uk A range of useful on line resources for marketing planning will also be made available via Moodle.

Moodle

The enrolment key for this module is Mkt6242-12. Students will need to use this access code to register for this module on Moodle. When you enrol on this module please register an email address that you use on a daily basis so that you can be notified of any changes or modifications to the timetable etc. Enrolment on Moodle is very important firstly because the Moodle news Forums are used to communicate with the whole cohort so if you are not registered, you will not be kept informed. Secondly, the Moodle pages relating to this module contain a considerable amount of valuable material relating to the module and particularly to assessment procedures. Thirdly, you will need to be enrolled on Moodle to submit your coursework. The final date for coursework submission will be 8th December, but I strongly recommend that all students submit by Monday 26th November to allow sufficient time for the “turnitin” software to verify that your work falls within the parameters of referenced work. Any students whose work is deemed to contain excessive unreferenced quotations will be notified by 28th December, thus allowing sufficient time for modifications prior to the 3rd December deadline.

8

Assessment Form Magnitude Weighting Timing Marketing Report 1x 2500 words 50% 3rd Dec 2012 Marketing Plan 1x 2500 words 50% 29th Apr 2013

Assessment information

For this module you are required to submit your work electronically via Moodle through ‘Turn-it-in’. No other form of submission will be accepted unless agreed with the module co-ordinator. ‘Turn-it-in’ provides a health check on attribution of sources and helps us detect unattributed sources – that is, plagiarism. Further information on how to submit your work and about ‘Turn-it-in’ and how it works will be provided later in the course but it will require you to enrol on Moodle. All coursework submitted for this module will be marked anonymously ie neither the first-marker or the second-marker will know whose work they are marking. Students should make sure that they do not type their names on the coursework submissions.

Semester One Assignment Brief

Tossed is a relative newcomer on the London “food scene”. By keeping food simple, fresh and natural, its founder believes that you can eat to your heart’s content. Tossed has a large salad bar with a large choice of house salads, or you can create your own if you prefer. In the planning stage, Vincent’s research took him to the United States. Vincent says, “ I saw an array of salad offerings as the market is more developed there. It was there that I decided not to self serve but have our team make for the guests. The Company opened its first salad bar in 2005 and others quickly followed.

The restaurant and healthy eating sectors in the British capital are very crowded and it is difficult to hit on a perfect business model. Nevertheless, the founder of “Tossed” appears to have devised a workable and potentially very lucrative niche within this market place. Some errors will inevitably have been made but learning quickly from one’s mistakes and making the necessary corrections has allowed Tossed to grow and achieve critical mass!

9

The secret of Tossed’s success is due in part to the freshness of the ingredients as well as the Company’s attention to detail and sharp focus on ensuring customer satisfaction! Tossed boasts an array of celebrity fans and faithful regular customers, whose favourable word of mouth praise for the Company can only bode well for the future.

Tossed now has ten strategically located outlets. The Company has also secured venture capital backing and is poised for expansion with aspirations to grow rapidly. The financial backing has allowed the founder to take a step back from the day to day running of the business so that he can now focus on strategy. Nevertheless, given the precarious state of the current economic climate and the very serious challenges facing all relatively small businesses particularly in the retail sector, you have been contracted by Vincent McKevitt and his management team to produce a detailed environmental and competitive analysis of the restaurant/ fast food and healthy eating sectors in the UK and beyond, including a brief history of these markets and a comprehensive analysis of the strengths and weaknesses of other players.

Your analysis should highlight the competitive advantages of your client Company (Tossed) vis a vis the competition and make recommendations to further increase turnover and market penetration over the next three years.

Given the current market environment, how do you view the role of “marketing” in the immediate future?

You are not required to include detailed figures and you should not, under any circumstances attempt to make additional contact with the Company. All key data will provided to you by the module coordinator.

This coursework submission should be presented in report format (2500 word) and extreme care must be taken to avoid plagiarising published market reports.

Further assistance will be given in the Mkt6242 session scheduled for Friday 26th October 2012.

10

Latest Press Release

With a new opening by the Tate Modern at Bankside SE1 on 2

nd October, and its first out of

London opening at Bluewater Kent, on 9th

October, Tossed reaches double digits with 10 outlets.

‘The Tossers are coming’ announces a board at 6, Canvey Street, London SE1 9AN where

the next Tossed, the high street brand spearheading the growing, healthier ‘grab-and-go’

sector, is due to open on 2 October. Fun in its positioning, serious when it comes to healthier

food, Tossed is on the expansion trail again, with two new Autumn openings in quick

succession.

Situated directly behind the Tate Modern, Tossed Bankside will be set on two floors,

with space for 75 covers including outside seating, and free wi-fi. The tongue-in-cheek,

characteristic murals, which are individual to each Tossed venue, will this time take

inspiration from the modern art on display at the nearby gallery. The Autumn menu, launched

at the same time, will include the new ‘Tossed Pots’, with a base of slow GI rice or sweet

potato and a tasty topping of protein and vegetables, providing the nutritionally balanced,

healthier meals Tossed has become renowned for. Tossed-to-order salads, plain or toasted

wraps, freshly made smoothies and juices and a full breakfast range will also be on offer.

Tossed also opens at Bluewater, Greehnhithe, Kent DA9 9ST on 9th October, hot on

the heels of the Bankside opening. Bluewater is Europe’s leading retail, leisure and events

destination with over half a million visitors a week, and on this date will relaunch the

Wintergarden, its ‘dining village’, which has been completely redeveloped. The Wintergarden

will offer 17 dining outlets, 12 of which are quality London operators, brand new to

Bluewater, including Tossed. The Tossed venue will be highly eye-catching, with features

designed to ‘bring the feel of the outdoor in’, including garden fencing, and the distinct

Tossed iconography. Here the Tossed menu will offer the most popular salads, wraps,

smoothies and frozen yogurt, based on the successful formula applied to Tossed Westfield

London and Stratford City.

24 August 2012 - Preview information:

FIRST OUT OF LONDON OUTPOST

FOR TOSSED

11

‘This is a very exciting time for Tossed‘, says multi-award winner Vincent Mckevitt,

the brainchild behind Tossed, which he founded straight out of University in 2005. ‘Whilst we

continue to expand on the high street, we are also strengthening our presence in high

volume retail centres’. He continues: ‘Bluewater is our first of our London venture which will

set the standards for our next stage of growth’. www.tosseduk.com

Useful Sources

http://observer.guardian.co.uk/cvtf500/story/0,,2215140,00.html

http://observer.guardian.co.uk/cvtf500/video/0,,2215365,00.html

http://news.sky.com/home/business/article/15533733

http://media.caspianpublishing.co.uk/document/7b998a131de03bb9f2706e1db3f74327.pdf

http://www.caterersearch.com/Articles/2010/01/26/331872/Vincent-McKevitt-shares-his-thoughts-on-building-a-successful.htm

http://www.growingbusiness.co.uk/tossed.html

http://realbusiness.co.uk/news/10000_champions_vincent_mckevitt_gets_tossed_15m

http://ww.deuxpois.com/propelinfonews.com/pi-Newsletter.php?datetime=2012-08-29%2008:00:00 http://news.caterer.com/article/view/national-world/801437928/tossed-to-open.... http://lunchbusiness.co.uk/tossed-launch-tate-modern http://www.beamitchell.co.uk/offers-events http://www.caterersearch.com/articles/28/08/2012/345091 http://lunchbusiness.co.uk/lunchy-business-awards http://us.industrysourcing.com/page/verticalSites/news.aspx http://prwe.com/releases/2011/8/prweb9781462.htm

Submission deadline 3rd December 2012

12

Semester Two Coursework

Marketing Plan

In report format, you are to write the annual marketing plan for Financial Year “2013/14” for a product, brand, service or organisation of your choice. You should include historical and forecasted sales figures purely to support your arguments for the future development of your product, brand, service or organisation . You will need to include a comprehensive market audit and detailed competitor analysis.

Your Marketing plan should run from July 1st 2013- June 30th 2014 Extreme care must be taken to avoid plagiarising published marketing programmes Additional guidance will be given in the tutorials on 9th February 2010.

Submission deadline Monday 29th April 2013 Important: For this module you are required to submit your work electronically via Moodle through ‘Turn-it-in’. No other form of submission will be accepted unless agreed with the module co-ordinator. ‘Turn-it-in’ provides a health check on attribution of sources and helps us detect unattributed sources – that is, plagiarism.

Required Referencing Style and Scholarly Conventions This is detailed in both the Level Handbook and in the Writing Guides. Work will be marked down if an appropriate referencing system is not used or if use is inconsistent or inaccurate. The required referencing system you should use is the Harvard system of referencing exemplified below. Anglia Ruskin University has set up an excellent web based resource that takes you through the Harvard system – you can access it at: http://libweb.anglia.ac.uk/referencing/harvard.htm Plagiarism Plagiarism is taken very seriously and we will take action if we identify any evidence of plagiarism. For further details see the Level Handbook and also the Student Handbook.

13

Marking criteria Your coursework assignments will be assessed with reference to the marking criteria for “Reports”, which can be found in the Level Handbook. Feedback Feedback will be provided by your marker for assessed coursework. For the Semester One coursework, this will be made available electronically and also during the first lecture of Semester Two on 27th January 2012, general feedback will also be offered to the whole cohort. For the Semester Two coursework, students are encouraged to forward a draft outline of their marketing plan for feedback prior to final submission. Dates and times when I am available for consultation and to provide feedback are posted on my office door. Additionally, I always try to respond to email queries within 24 hours

________________________________________________________