Introduction You have recently joined a company that has historically been sales-led and used offline marketing...
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Introduction You have recently joined a company that has historically been sales-led and used offline marketing tools but is considering the option of being more marketing-led with an online presence. Ideally choose an industry and company that you have access to data for, such as: Annual report Company website Examples of social media campaigns. You have been appointed to a newly created role of Marketing Manager. The Chief Executive has tasked you with setting a Marketing Strategy to take the business forward, which will be presented to the Senior Management Team for approval. Task 1 - 20 Marks Analyse the industry, company, its product(s) and customers. This should include a PESTLE and analysis of ONE (1) threat and ONE (1) opportunity for the organisation. Task 2 - 10 Marks Discuss the differences in a sales-led/offline marketing mix and a marketing-led/online approach. Task 3-20 Marks Discuss the difference between marketing a product and marketing a service and make a recommendation, with justifications, as to whether the company might be able to offer a new product or service in this new approach. Task 4-30 Marks a) Analyse the B2C Decision-Making Process (DMP). (10 marks) b) Demonstrate how you would use the Marketing Mix throughout the customer Decision-Making Process (DMP). (10 marks) c) Identify what marketing communications tools you would use, and how these would be implemented and measured using appropriate models. (10 marks) Task 5-20 Marks Propose a new marketing strategy, justifying your recommendations. Introduction You have recently joined a company that has historically been sales-led and used offline marketing tools but is considering the option of being more marketing-led with an online presence. Ideally choose an industry and company that you have access to data for, such as: Annual report Company website Examples of social media campaigns. You have been appointed to a newly created role of Marketing Manager. The Chief Executive has tasked you with setting a Marketing Strategy to take the business forward, which will be presented to the Senior Management Team for approval. Task 1 - 20 Marks Analyse the industry, company, its product(s) and customers. This should include a PESTLE and analysis of ONE (1) threat and ONE (1) opportunity for the organisation. Task 2 - 10 Marks Discuss the differences in a sales-led/offline marketing mix and a marketing-led/online approach. Task 3-20 Marks Discuss the difference between marketing a product and marketing a service and make a recommendation, with justifications, as to whether the company might be able to offer a new product or service in this new approach. Task 4-30 Marks a) Analyse the B2C Decision-Making Process (DMP). (10 marks) b) Demonstrate how you would use the Marketing Mix throughout the customer Decision-Making Process (DMP). (10 marks) c) Identify what marketing communications tools you would use, and how these would be implemented and measured using appropriate models. (10 marks) Task 5-20 Marks Propose a new marketing strategy, justifying your recommendations.
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1 The challenges that Caplin Company is facing are Environmental challenge Overcoming differences The proportion of workforce of Caplin might appear as good as it constitute an equal number of whites ... View the full answer
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