Reference no: EM131555660 , Length: 4500 Words

Assignment - Marketing concepts and strategy

This assignment aims to provide the opportunity for demonstrating the knowledge on how Marketing functions within an organization, using the marketing mix to support the organisational objectives. Furthermore, it ascertains the ability to apply theoretical knowledge in practice through the preparation of a Marketing plan.

Task 1 - Tesco: Our business model

Tesco grew into a big business by focusing on the little things.

Not because we developed a highly complex business strategy. Nor because we developed a radical, revolutionary business model. We were successful because customers were our number one priority and everything we did was about doing the right thing for them.

Our aim today is to regain that total focus on serving customers. We have refocused our business under three operational headlines:

- Listening to, understanding and reaching out to customers to create the best possible offer

- Working with growers and suppliers to make great products, and helping to deliver the best value to customers
and

- Working across different channels to get those products to customers in the most convenient way possible.

Our aim is to make sure everything in the business is set up in the most efficient way to create value for customers.

By refocusing on these three areas - and with the capabilities, reach, insight and skills we have within our business - we are uniquely placed to deliver the best offer we can and in doing so earn our customers' loyalty. By creating value for our customers, we will create sustainable value for our shareholders too.

Having completed the HND you have been recently promoted as a Senior Marketing Executive at Tesco.One of your duties is to train the junior Marketing Executives who have joined the company. Your Manager has requested you to conduct a 10 minutepresentationfor the new recruits which covers the following:

1) Introduction to the concept of marketing, including current and future trends.

2) An overview of the different marketing processes.

3) Explanation of the role and responsibilities of a marketing manager in the context of the organisation.

4) An explanation of how marketing influences and interrelates with other functional departments of the organisation.

5) The value and importance of the marketing role in the context of the organisation.

6) Conclusions that emphasise the significance of having effective interrelationships between different functional departments.

Task 2 - For Profit Marketing Vs Not-for-profit marketing

One of the certainties in life is that we need money to survive, as few things in this world can be either acquired or achieved without money. The key role of any charity therefore, has to be to generate income in order to achieve the aims and objectives defined by the board and management of the charity. Increasingly, charities are recognizing the value of marketing, and there has been a distinct change, as more and more charities emerge into the arena of different forms of retailing, sponsorship and event organizations. However, their approach to retailing takes on very different dynamics to that of a traditional retailer.

One of the certainties in life is that we need money to survive, as few things in this world can be either acquired or achieved without money. The key role of any charity therefore, has to be to generate income in order to achieve the aims and objectives defined by the board and management of the charity. Increasingly, charities are recognizing the value of marketing, and there has been a distinct change, as more and more charities emerge into the arena of different forms of retailing, sponsorship and event organizations. However, their approach to retailing takes on very different dynamics to that of a traditional retailer.

Prepare a Briefing Paper comparing the Marketing mix (7P's) of The National Trust tothat of British Airways.

Task 3 - Atrium Insurance Corporation

Atrium Insurance Corporation is an insurance company that offers highly complex products targeted at corporate clients from the shipping industry. Like others in the financial services industry, Atrium Insurance corporation has been significantly impacted by the financial crisis and the increase in regulation across the industry, the result which is that the organisation's entire product range and marketing communications have changed.

The marketing director of the company is planning to enter the retail insurance sector which targets the individual customers.

You are the Marketing Manager for Atrium Insurance Corporation. The marketing Director has instructed you to prepare a marketing plan to introduce a new product to the retail insurance market.Prepare a marketing plan including all elements of the extended marketing mix (7Ps), with an action plan and measures for monitoring and evaluating progress and meeting of goals and objectives.