Strategic Marketing Management

ASSIGNMENT BRIEF

Course Name

BTEC Extended Diploma in Strategic Management and Leadership

Unit number

7

Assessor

Afsheen Aslam

Unit Name

Strategic Marketing Management

Internal Verifier

Mr. Narayan Bhattarai

Credit Value

10

Hand Out Date

18/10/2013

Unit Code

Y/602/2065

Submission Date

09/12/2013

QCF Level

7

Assignment Title

Strategic Marketing Management

Assignment/Portfolio submission date for TASK 1 & 2:

11/11/2013

Assignment/Portfolio submission date for TASK 3 & 4:

06/12/2013

Assignment Notes

Learners are requested to comply with the following instructions on handing in their assignment work:

Learner must put their ID, surname with initials, awarding body name, programe name, level, unit name, group number and page number as footer

For example: 1234_DanielAJM_Edexcel _L7_SMM_G2…………………….. page x of y for the following details:

Student ID: 1234

Name: Aron Jackson Michael Daniel

Awarding Body: Edexcel

Level of programe: 7

Subject: Strategic Marketing Management

College group: G2

Above learner also save his work as 1234_DanielAJM_ Edexcel _L7_SMM_G2 when submitting the soft copy either on the Turnitin or to the college.

Work should be comprehensively referenced

Sources must be acknowledged fully by reference books, journals used and URL visited along with dates of visitation.

Use the Harvard Referencing System (see attached details)

All work should be word-processed, font size of 12 and font style of Times New Roman or Arial. Subtitles of the assignment should be in the font size of 14

Pages should be numbered in bottom right hand corner

Spell check the document and read thoroughly for grammatical errors

1.5-line spacing is preferable

Reference at the end of the assignment

Submission procedures

Learners must submit a hard copy of their assignments to the college no later than 5PM on the submission date with a suitable binding in addition to the softcopy and a Turnitin report. Learners must submit their assignment (including PowerPoint presentation slides, speaker notes, etc if applicable).

Maximum 15% (not exceeding 3% from the same source) plagiarism or similarity will be allowed based on Turnitin report. Before submission, learners must make sure that they have signed on the authentication statement inside the submission coversheet to acknowledge themselves as the original authors of the submitted assignments. After submission, learners must get receipts of submission from the campus office for evidence.

Without a valid reason (such as serious illness, getting sick or death of close relative), no late submission will be tolerated by the college. To extend the submission deadline date or the acceptance of late submissions, learners must contact college and submit evidence such as medical certificate/note and any appropriate document for approval.

Please note that tutors/lecturers do not have the authority to alter or extend assignment deadline or receive assignment directly from learners. After submission, learners will get feedback from the assessors/markers within two to three weeks with grades of PASS, REFER or FAIL. Normally it would take three weeks from the submission date to receive grades. If any learner gets a REFER grade, his/her coursework will be returned with contractive feedback from the tutor/assessor. After that, the learner will get two weeks extra time to resubmit the coursework.

Work must be delivered in hard copy and soft copy to the college and for your own security, it is important for the learners to keep both copies. All assignments should be properly referenced using the Harvard Referencing System.

Learning outcomes and criteria covered by this assignment:

All pass criteria

Introduction:

All paragraphs containing text should be aligned in justified mode.

LO1 Understand the principles of strategic marketing management

1.1 Discuss the role of strategic marketing in an organisation

1.2 Explain the processes involved in strategic marketing

1.3 Evaluate the links between strategic marketing and corporate strategy of organisation

LO2 Understand the tools used to develop a strategic marketing strategy

2.1 Assess the value of models used in strategic marketing planning

2.2 Discuss the links between strategic positioning and marketing tactics of an organisation

2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy

LO3 Be able to use strategic marketing techniques

3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market

3.2 Plan how to use marketing strategy options in a market

3.3 Create appropriate strategic marketing objectives for a market

LO4 Be able to respond to changes in the marketing environment

4.1 Report on the impact of changes in the external environment on a marketing strategy of an organisation

4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy

4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy

Scenario

You have recently been appointed as assistant business director to Tesco PLC in the provision of Frozen Food department. The company has operations in 14 countries spread across Europe, Asia and North America. The UK is Tesco’s large market. The company operated 2,715 stores in the country at the end ofFY2011.The UK, Tesco’s largest geographical market, accounted for 66.8% of the total revenues in FY2011.Revenues from the UK reached £40,116 million in FY2011, an increase of 4% over FY2010( Data Monitor, 2012).

With demographic and other environmental changes the business constantly needs to adapt to remain competitive. When faced with such pressures for change, managers of this business have looked for situations which are familiar to them. This has involved improving the ways in which the business operates, but only incrementally. The danger is that improving little by little might not be enough. They need to adapt to all of the bigger changes in its environment as recently ‘Horsemeat’ scandal has sabotage the company’s reputation. Hence, business managers are involved with the planning, organising, and strategic control of marketing activities. Business managers must have the skills in combining target markets, while developing a marketing mix to meet the requirements of those target markets in the long term, in order to help in sustaining the profitability and growth levels of an organization. A business manager must have a strategy in place which is designed to meet the company’s marketing objectives.

During the first meeting with your director, you learnt that ‘Horsemeat’ scandal already sabotage the company’s reputation. Hence, in order to make the company’s reputation sustainable, the Business Director of the company has authorized you to provide effective and proactive solutions of the following tasks, which he thinks will be the blueprint for a lunch of a new business strategy for the company.

Task 1 (covered assessment criteria P1, P2 and P3)

1.1 Discuss the role of strategic marketing in Tesco (P1).

1.2 Explain the processes involved in strategic marketing (P2).

1.3 Evaluate the links between strategic marketing and corporate strategy of Tesco (P3).

Task 2 (covered assessment criteria P4, P5 and P6)

2.1 Assess the value of models used in strategic marketing planning (P4).

2.2 Discuss the links between strategic positioning and marketing tactics of Tesco (P5).

2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy (P6).

Task 3 (covered assessment criteria P7, P8, and P9)

3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market (P7).

3.2 Plan how to use marketing strategy options in a market (P8).

3.3 Create appropriate strategic marketing objectives for a market (P9).

Task 4 (covered assessment criteria P10, P11 and P12)

4.1 Report on the impact of changes in the external environment on a marketing strategy of Tesco (P10).

4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy (P11).

4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy (P12).

Plagiarism and collusion

Any act of plagiarism and collusion will be seriously dealt with according to the college’s regulations. In this context the definition and scope of plagiarism are presented below:

Using the work of others without acknowledging the source of information or inspiration. Even if the words are changed or sentences are put in a different order, the result is still plagiarism‖ (Cortell 2003).

Collusion is described as the submission of work produced as a result of the collaboration between two or more parties. Additionally, collaboration entails the sharing of one person‘s work with others who submit either all or part of their coursework ―as their own.

Support materials

Textbooks

Best R J – Market-based Management: Strategies for Growing Customer Value and Profitability, 5th Edition (Prentice Hall, 2009) ISBN 0132336537

Chernev A – Strategic Marketing Management, 5th Edition(Brightstar Media, 2009) ISBN 0982512635

Hastings H and Saperstein J – Improve Your Marketing to Grow Your Business(Wharton School Publishing, 2007) ISBN 0132331594

Hooley G, Saunders J, Piercy N F andNicoulaud B – Marketing Strategy and Competitive Positioning, 4th Edition (Financial Times/Prentice Hall, 2007) ISBN 0273706977

Kotler P and Armstrong G – Principles of Marketing, 13th Edition(Prentice Hall, 2008) ISBN 0136079415

Kotler P and Keller K L – A Framework for Marketing Management(Pearson Education, 2008) ISBN 0137131844

Lambin J J – Market Driven Management: Strategic and Operational Marketing, 2nd edition(Palgrave Macmillan, 2007) ISBN 1403998523

McDonald M – Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy (Kogan-Page, 2007) ISBN 0749451491

Mukerjee K – Customer Relationship Management: A Strategic Approach to Marketing(Prentice Hall of India, 2007) ISBN 8120332857

Mullins J, Walker O C and Boyd H W – Marketing Management: A Strategic Decision-Making Approach, 7th Edition(McGraw-Hill Higher Education, 2009) ISBN 007126776X

Palmer R, Cockton J and Cooper G – Managing Marketing: Marketing Success Through Good Management Practice (Butterworth-Heinemann, 2007) ISBN 0750668989

Tollin K and Carù A (Eds) – Strategic Market Creation: A New Perspective on Marketing and Innovation Management(John Wiley and Sons, 2008)ISBN 0470694270

Winer R and Dhar R – Marketing Management, 4th Edition(Pearson Education, 2010) ISBN 0130387924

Journals

European Journal of Marketing (Emerald)

International Journal of Research in Marketing (Elsevier)

The Journal of Customer Behaviour (Westburn Publishers Ltd)

Journal of Interactive Marketing (Elsevier)

Journal of Marketing Communications (Routledge)

Journal of Strategic Marketing (Routledge)

The Marketing Review (Westburn Publishers Ltd)

Websites

www.en.wikipedia.org Articles on strategic marketing and further links

www.businessballs.com Management learning resources and articles and links on strategic marketing management

www.idea.gov.uk Local Government Improvement and Development – developing a strategic communication strategy in the public

sector which applies equally to the private sector

www.managementhelp.com Articles on strategic marketing planning and further links

www.marketingpower.com American Marketing Association – marketing articles