The Assessment Task
Write a 2,500-word briefing document responding to Task below.
COMPANY CHOSEN IS : Fashion – Marks and Spencer (only fashion section i have to write about)
Assignment Question
Task 1: Identify and critically evaluate the past ideas and current marketing operations
Task 2: Demonstrate marketing planning process using marketing strategies
Task 3: Analyse problems of strategic planning and its local and tactical international
implication
You need to write a briefing document (with visuals) to critically evaluate your
chosen company strategic marketing and tactical plans.
Structure of the briefing document:
Introduction: – Introduce the topic area and explain the scope of work to be
addressed in the briefing document (150 words)
– Do a very brief sector overview. Who are the market leaders? Who is your
brand/chosen company competing with for market share?
Task 1 – Use at least 4 of the 7P`s of the marketing mix in the UK operations of
the company to reinforce its positioning in the market within the last three years
(1200 words)
– Highlight at least how each 4 of the 7P`s (Product, Price, Promotion, Place,
People, Process, Physical evidence) of the marketing mix has been used to
enhance your brand/chosen company position in the market in the last 3
years.
– Highlight your brand/chosen company positioning stance e.g
Premium/Value/Convenience/Broad Appeal.
– Highlight your brand/chosen company the societal marketing orientation.
– Discuss how your brand/company support the community where it operates.
Show how it is incorporated in the marketing mix.
– Support your discussions with visuals or infographics (it is IMPORTANT to have this into my coursework) The teacher has highlited that is a must to have visuals and infographics!!!
Task 2 – Reflect on the strategic decisions of the company to enhance its marketing
efforts (750 words)
– Which segment of the market are you targeting?
– Explain with a number of segmentation variables (Demographic, behavioural,
geographical, psychographic)
– What are the key issues facing your brand/company? How are your company
tactical plans to resolving the issues?
– Use Porter`s Generic strategies and Porter`s Five Forces, Customer Perceived
Value/Elaboration Likelihood Model/AIDA. Use diagrams to illustrate / explain
the connection between your findings and these strategies/theory.
Task 3 – Do an evaluation of the effectiveness of the marketing efforts (250 words)
– What is/are the outcomes of your marketing efforts?
– Talk about online analytics, sales and revenues, market share.
– Based on your research, what is the opportunity for growth you have
identified?
Conclusion – Summarise what you have set out in Task 1-3 (150 words)
Full list of references in Harvard format.
Your briefing report does NOT need an executive summary, recommendations, or
appendices.
READING REQUIREMENT
Your work must be fully supported with references (cited in the Harvard style).
You must use all of the following:
• Kotler, P. Keller, K. Goodman, M, Brady, M. Hansen, T. (2019) Marketing
Management. 4th European Edition (4th edition), Pearson.
• Chaffey, D. Ellis- Chadwick, F. (2019) Digital Marketing, Strategy,
Implementation and Practice (7th edition), Pearson
• Andrews, J. Shimp, T. (2017) Advertising, Promotion, and other Aspects of
Integrated Marketing Communications (10th edition), Southwest
• At least three other academic sources (e.g., publications / journals)
• At least three other academic sources (e.g., publications / journals)
