ARUMBAMM004 Marketing Management Assignment

Learning Outcomes:

After completing the module you should be able to:

1. Critically evaluate and analyse the resources available to a marketer and establish how different environments influence the resources mix;

2. Explain and evaluate how insight into buyer behaviour can enhance the effective use of marketing resources;

3. Critically evaluate the role recent marketing developments, such as relationship marketing, e-business, sustainability marketing and ethical concerns, play in an organisation's evolution.

4. Develop and implement marketing plans for a product or service and critically reflect on the appropriateness of these.

Assignment Task

In your role as a Marketing Consultant, you have been asked by Wiggo*: a fictitious European supermarket (food retailer) chain (similar to Aldi and Lidl) to research and report on the feasibility of them launching in a new international market (this can be a country or economic zone of your choice and/or one you are familiar with).

Please note Wiggo is a fictitious company and no use will be served by searching for them on the Internet.

Team Task

1. Produce a team-agreed amalgamation of the individual marketing plans to be presented via a PowerPoint presentation. This should take the form of an imagined face-to-face 'pitch' to the client to support and promote your bid for this consulting contract. A maximum number of 12 slides for a 20-minute presentation (you will not be required to undertake the actual presentation).

2. You should accompany each slide with written notes (NOT an embedded voiceover) that simulate the face-to-face pitch PowerPoint lets you type note in beneath each slide when in the 'normal' mode).

Word Limit: Maximum of 1000 words

Individual Tasks - To be submitted as one single clearly labelled submission

Task a -

1. Prepare a marketing plan for Wiggo. This should include the following:

a) An executive summary.

b) Situational analysis (this should refer to the country/economic zone you have selected).

c) Marketing objectives (using the SMART format).

d) Marketing plan (strategy and tactical details). To include: segmentation, targeting and positioning analysis; buyer behaviour; marketing mix analysis. Digital marketing and social media should be taken into consideration. In addition your plan should reflect ethical, sustainable marketing and corporate social responsibility considerations.

e) Marketing budget.

f) Conclusions, recommendations and summary.

Word Limit: 2000 words

Task b

a) A critical appraisal of what you have learned in undertaking the team project and your recommendations of what you would do differently for similar future assignments.

b) A record of all contacts made between team members

c) An analysis of the individual contributions

d) An evaluation of the overall success of the project

Word Limit: 500 words.