Marketing Planning Assignment

Qualification - BTEC Higher National Diploma in Business(Marketing)

Unit number and title - Unit 19 Marketing Planning

QFC Level - Level 5

Purpose of Assignmnet:
Your task is to identify an organisation (producer and/or brand owner), that is involved in the marketing of energy drinks, for example, Red Bull, Monster etc., and then prepare a report addressing the following issues.As Marketing Manager you are required to write a marketing plan to present to senior management for a new product to capture an untapped segment of the market. It is essential that you underpin all sections with appropriate marketing theory to support your practical examples and content. The structure of the marketing plan will be as follows:

Task 1 - Situational analysis:

1.1 Include an examination of techniques for organisational auditing and for analysing external factors that affect marketing.

1.2 Carry out organisational auditing and analysis of the external factors that affect marketing planning within the organisation.

Task 2 - Barrier to Marketing Planning
2.1 Assess the barriers to marketing planning and examine how the organisation can overcome these.

Task 3 - Marketing Planning

3.1 Objectives - Include the introduction of the new product.

3.2 Examine techniques for a new product in the organisation using the seven stages of new product development.

3.3 Justify pricing policy, distribution and a communication mix for the new product.

Task 4 - Ethical Issues
4.1 Explain possible ethical issues that might influence the plan and analyse ways to address these. Consumer ethics such as false

4.2 Claims also needs analysing with a brief plan on how to deal with these issues.

AC 1 be able to compile marketing audit
1.1 Review changing perspectives in marketing planning.
1.2 Evaluate an organisation's capability for planning its future marketing activity.
1.3 Examine techniques for organisational auditing and for analysing external factors that affect marketing planning.
1.4 Carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation.

AC 2 understand the main barriers to marketing planning
2.1 Assess the main barriers to marketing planning.
2.2 Examine how organisations may overcome barriers to marketing planning.

AC 3 be able to formulate a marketing plan for a product or service
3.1 Write a marketing plan for a product or a service.
3.2 Explain why marketing planning is essential in the strategic planning process for an organisation.
3.3 Examine techniques for new product development.
3.4 Justify recommendations for pricing policy, distribution and communication mix.
3.5 Explain how factors affecting the effective implementation of the marketing plan have been taken into account.

AC 4 Understand ethical issue in marketing
4.1 Explain how ethical issues influence marketing planning.
4.2 Analyse examples of how organisations respond to ethical issues.
4.3 Analyze examples of consumer ethics and the effect it has on marketing planning.







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