Marketing
RDI/EDEXCEL
BTEC Higher Nationals
Marketing Planning
Presented by: rubina bumma
Date: 15th September 2009
Scenario
Feet First is a small shoe shop located in the North of England. The owner has recently formed a partnership with a local competitor and they plan to merge their businesses and open a larger outlet under the same name. In order to succeed the owners must review a number of processes within the organisation.
Task 1 – Marketing Audits
a) Discuss the main elements of marketing planning b) Conduct a SWOT analysis for Feet First c) Apply one other analysis technique to Feet First
Task 2 – Barriers to Marketing Planning
a) What barriers are there that might be encountered when marketing planning and how can these be resolved?
Task 3 – The Marketing Plan
a) The owners have decided to introduce a range of branded trainers into the store you are required to devise a marketing plan for them.
Task 4 – Ethical Issues
a) What ethical issues should Feet First be aware of when providing such a product as discussed in the previous question? Apply this to elements of the marketing mix.
TASK 1
ANSWER: A) Marketing planning is a crucial activity in any organisation that should be approached in a professional manner by managers. Malcolm mc Donald defined marketing planning as “simply a logical sequence and a series of activities leading to the setting of marketing objectives and the formulation plans for achieving them (www.tutor2u.com)”. More to the point the plan helps the organisation to use marketing resources at its maximum in order to achieve its aims and objectives. By writing an effective marketing plan, the organisation will be able to understand its customer’s needs and also identify methods how to attract customers to use its product or service. The main elements of a marketing plan are namely mission statement, marketing audit, SWOT analysis,
BTEC Higher Nationals
Marketing Planning
Presented by: rubina bumma
Date: 15th September 2009
Scenario
Feet First is a small shoe shop located in the North of England. The owner has recently formed a partnership with a local competitor and they plan to merge their businesses and open a larger outlet under the same name. In order to succeed the owners must review a number of processes within the organisation.
Task 1 – Marketing Audits
a) Discuss the main elements of marketing planning b) Conduct a SWOT analysis for Feet First c) Apply one other analysis technique to Feet First
Task 2 – Barriers to Marketing Planning
a) What barriers are there that might be encountered when marketing planning and how can these be resolved?
Task 3 – The Marketing Plan
a) The owners have decided to introduce a range of branded trainers into the store you are required to devise a marketing plan for them.
Task 4 – Ethical Issues
a) What ethical issues should Feet First be aware of when providing such a product as discussed in the previous question? Apply this to elements of the marketing mix.
TASK 1
ANSWER: A) Marketing planning is a crucial activity in any organisation that should be approached in a professional manner by managers. Malcolm mc Donald defined marketing planning as “simply a logical sequence and a series of activities leading to the setting of marketing objectives and the formulation plans for achieving them (www.tutor2u.com)”. More to the point the plan helps the organisation to use marketing resources at its maximum in order to achieve its aims and objectives. By writing an effective marketing plan, the organisation will be able to understand its customer’s needs and also identify methods how to attract customers to use its product or service. The main elements of a marketing plan are namely mission statement, marketing audit, SWOT analysis,