Assignment One: Marketing and Strategic Resource Management Task 1 This task constitutes 45% of the overall mark. 10% of the overall marks for any task must be given to 'Structure and Format'. Select an organisation with which you are familiar and assume that you are the marketing executive of the organisation. Your organisation is considering launching a new product/service, and the marketing manager has asked you to deliver a presentation to the board. Your presentation must show how the new product or service aligns with the current business strategy. Your presentation must cover the following aspects: 1. Compare your organisation's value and mission statements with its current business objectives. Within your answer you should: Explain the importance of strategic planning for your chosen organisation Compare the value and mission statements for your chosen organisation with its current business objectives Contrast differences in approaches to strategic planning between profit and not-for-profit sectors SM: LO 1 (pcs 1.1, 1.2, 1.3) 2. Conduct a situational market analysis for your organisation, including the external factors that affect your organisation, and assess how the opportunities and threats you have identified Page 1 of 11 relate to the organisation's strategic objectives and competitive position. Your responses to this question should evaluate: How external factors (e.g. a change in government, and/or the needs and expectations of shareholders) can affect the business strategy, marketing opportunities and the competitive position of your chosen organisation How the needs and expectations of stakeholders for your chosen organisation impact on its strategic business planning . SM: LO 2 (pcs 2.1, 2.2); MMIP: LO 1 (pcs 1.1, 1.2, 1.3) Task 1 Slide Count 20 slides maximum, including introductory and summary slides. Mark Given Task 1 Word Count for Notes 1500 maximum. Task 1 - Assessment Criteria and Mark Scheme Assessment Criteria Marks Comments allocated Compare your organisation's value and 30 Explanation of the importance of strategic mission statements with its current planning for an organisation business objectives. Within your answer you should: Comparison of organisational value and mission Explain the importance of statements with current business objectives of strategic planning for your chosen an organisation organisation Discussion of the differences between profit and Compare the value and mission not-for-profit organisations' various approaches statements for your chosen to strategic planning. organisation with its current business objectives Contrast differences in approaches to strategic planning NB work submitted for each learning outcome between profit and not-for-profit of the task should be assessed to ensure it is of sectors. sufficient standard. . SM: LO 1 (pcs 1.1, 1.2, 1.3) Page 2 of 11 60 Use of tools such as Porter's 5 Forces, scenario planning, PESTEL and SWOT and stakeholder analyses. Portfolio analysis using BCG, Ansoff matrices, product life-cycle and six markets models as appropriate. Conduct a situational market analysis for your organisation, including the external factors that affect your organisation, and assess how the opportunities and threats you have identified relate to the organisation's strategic objectives and competitive position. Your responses to this question should evaluate: . How external factors (e.g. a change in government, and/or the needs and expectations of shareholders) can affect the business strategy, marketing opportunities and the competitive position of your chosen organisation. How the needs and expectations of stakeholders for your chosen organisation impact on its strategic business planning Identification of opportunities and threats from the above analyses to the organisation's strategic objectives and competitive position, with proposed responses. NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard. SM: LO 2 (pcs 2.1, 2.2); MMIP: LO 1 pcs 1.1, 1.2, 1.3) 10 Structure and Format Relevance to the tasks, professional tone and format of response (2 marks). Harvard Referencing (8 marks) In-text citation Bibliography, listed correctly and correlates to references made Accurate, correctly-formatted footnotes Integration of: supporting concepts, frameworks, critical thinking. Total Mark 100 Page 3 of 11 Task 2 This task constitutes 45% of the overall mark. 10% of the overall marks for any task must be given to Structure and Format'. Your board has approved the development of a marketing strategy for your new product or service. They have asked you to develop a detailed report that focuses upon and addresses the following key issues: 1. Review, using appropriate tools, the existing business plans and strategies for your selected organisation and identify the best options available for effective development of their strategic planning. You also need to review the risks and competitive position for your organisation. You must justify the tools you have used. Then devise the outline structure of a strategy plan for that organisation and ensure your response covers: Stakeholders needs and expectations Resource requirements and constraints Communication processes to gain stakeholder commitment to the plan Monitoring and evaluation systems for the implementation of the strategy plan . SM: LO 3 (pcs 3.1, 3.2, 3.3), LO 4 (pcs 4.1) 2. Use appropriate tools and techniques to identify and propose a new product or service. In your response you should evaluate the tools available to support your review and select those that best help you to evaluate the risks and competitive position for your organisation within its current market. Within your response you should use the information from Task 1 regarding the strategic analysis of your selected organisation's business strategies and also: Explain and compare market testing and selection techniques available to evaluate the new product or service Evaluate the relevant ethical and CSR (Corporate Social Responsibility) issues for the new product or service. MMIP: LO 4 (pcs 4.1, 4.2, 4.3) 3. Construct a detailed framework for an integrated strategic marketing plan and campaign for the launch of your new product or service. Propose new product or service ideas and, in so doing, ensure that you: Assess the value of models used in strategic marketing planning and communications Justify your chosen channels and techniques, and discuss their advantages and disadvantages Devise targets for your campaign using SMART objectives Select and justify the use of appropriate campaign channels Evaluate the plan and its success in meeting objectives and other essential requirements. . MMIP: LO 2 (pcs 2.1, 2.2, 2.3), LO 3 (pcs 3.1, 3.2, 3.3) *Note: The product or service must be determined by the learner and not replicated from an existing product or service offered by the organisation. Page 4 of 11 Mark Task 2 Word Count (formal report) 5000 words maximum. Task 2 - Assessment Criteria and Mark Scheme Assessment Criteria Marks Comments allocated Review the existing business plans and 30 For identified organisation, evaluate and use strategies for your organisation, review models such as BCG and Ansoff's grids to the risks and competitive position for analyse, plan, and select strategy your organisation and develop a Critically evaluate tools available and their suitable management strategy plan. Your plan should identify and explain: effectiveness for given scenarios Evaluate the position of a chosen organisation Stakeholders needs and using selected tools from above. expectations Resource requirements and Stakeholder needs and expectations, constraints communication processes; resources Communication processes to gain requirements and constraints; monitoring and stakeholder commitment to the evaluation systems for the outline plan. plan Monitoring and evaluation systems for the implementation of the strategy plan NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard. SM: LO 3 (pcs 3.1-3.3), LO 4 (pcs 4.1) 20 Propose, evaluate and select a new product or service ideas for a named organisation using a range of techniques Critical evaluation of tools available and their effectiveness for new product or service Use appropriate tools and techniques to propose a new product or service that you have identified. * In your response you should evaluate the tools available to support your review and select those that best help you to evaluate the risks and competitive position for your organisation within its current market. Within your response you should: Explain the techniques available to evaluate the new product or service Evaluate the relevant ethical and CSR (Corporate Social Responsibility) issues for the new product or service Evaluation of ethical and CSR issues for the new product/service above . NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard. 40 SM: L03 (pcs 3.1-3.3); MMIP: LO 4 (pcs 4.14.3) Construct a detailed framework for an integrated strategic marketing plan for the launch of your new product or service. Propose new product or service ideas and, in so doing, ensure that you: Assess the value of models used in strategic marketing planning and communications Justify your chosen channels and techniques, and discuss their , Evaluation of models used in strategic marketing planning and communications Detailed framework of activities for a plan, including objectives, scheduling, use of tools, and monitoring and control activities. Evaluation of success in meeting objectives, timeframes and other elements of the plan, and identification of possible improvements in future. . 5 of 11 Page Evaluate possible channels, the promotional mix and types of advertising and media advantages and disadvantages Evaluate the plan and its success in meeting objectives and other essential requirements. NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard. 10 MMIP: LO 2 (pcs 2.1-2.3), LO 3 (pcs 3.1- 3.3) Structure and Format Relevance to the tasks, professional tone and format of response (2 marks). Harvard Referencing (8 marks) In-text citation Bibliography, listed correctly and correlates to references made Accurate, correctly-formatted footnotes Integration of: supporting concepts, frameworks, critical thinking. Total Mark 100 Assignment One: Marketing and Strategic Resource Management Task 1 This task constitutes 45% of the overall mark. 10% of the overall marks for any task must be given to 'Structure and Format'. Select an organisation with which you are familiar and assume that you are the marketing executive of the organisation. Your organisation is considering launching a new product/service, and the marketing manager has asked you to deliver a presentation to the board. Your presentation must show how the new product or service aligns with the current business strategy. Your presentation must cover the following aspects: 1. Compare your organisation's value and mission statements with its current business objectives. Within your answer you should: Explain the importance of strategic planning for your chosen organisation Compare the value and mission statements for your chosen organisation with its current business objectives Contrast differences in approaches to strategic planning between profit and not-for-profit sectors SM: LO 1 (pcs 1.1, 1.2, 1.3) 2. Conduct a situational market analysis for your organisation, including the external factors that affect your organisation, and assess how the opportunities and threats you have identified Page 1 of 11 relate to the organisation's strategic objectives and competitive position. Your responses to this question should evaluate: How external factors (e.g. a change in government, and/or the needs and expectations of shareholders) can affect the business strategy, marketing opportunities and the competitive position of your chosen organisation How the needs and expectations of stakeholders for your chosen organisation impact on its strategic business planning . SM: LO 2 (pcs 2.1, 2.2); MMIP: LO 1 (pcs 1.1, 1.2, 1.3) Task 1 Slide Count 20 slides maximum, including introductory and summary slides. Mark Given Task 1 Word Count for Notes 1500 maximum. Task 1 - Assessment Criteria and Mark Scheme Assessment Criteria Marks Comments allocated Compare your organisation's value and 30 Explanation of the importance of strategic mission statements with its current planning for an organisation business objectives. Within your answer you should: Comparison of organisational value and mission Explain the importance of statements with current business objectives of strategic planning for your chosen an organisation organisation Discussion of the differences between profit and Compare the value and mission not-for-profit organisations' various approaches statements for your chosen to strategic planning. organisation with its current business objectives Contrast differences in approaches to strategic planning NB work submitted for each learning outcome between profit and not-for-profit of the task should be assessed to ensure it is of sectors. sufficient standard. . SM: LO 1 (pcs 1.1, 1.2, 1.3) Page 2 of 11 60 Use of tools such as Porter's 5 Forces, scenario planning, PESTEL and SWOT and stakeholder analyses. Portfolio analysis using BCG, Ansoff matrices, product life-cycle and six markets models as appropriate. Conduct a situational market analysis for your organisation, including the external factors that affect your organisation, and assess how the opportunities and threats you have identified relate to the organisation's strategic objectives and competitive position. Your responses to this question should evaluate: . How external factors (e.g. a change in government, and/or the needs and expectations of shareholders) can affect the business strategy, marketing opportunities and the competitive position of your chosen organisation. How the needs and expectations of stakeholders for your chosen organisation impact on its strategic business planning Identification of opportunities and threats from the above analyses to the organisation's strategic objectives and competitive position, with proposed responses. NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard. SM: LO 2 (pcs 2.1, 2.2); MMIP: LO 1 pcs 1.1, 1.2, 1.3) 10 Structure and Format Relevance to the tasks, professional tone and format of response (2 marks). Harvard Referencing (8 marks) In-text citation Bibliography, listed correctly and correlates to references made Accurate, correctly-formatted footnotes Integration of: supporting concepts, frameworks, critical thinking. Total Mark 100 Page 3 of 11 Task 2 This task constitutes 45% of the overall mark. 10% of the overall marks for any task must be given to Structure and Format'. Your board has approved the development of a marketing strategy for your new product or service. They have asked you to develop a detailed report that focuses upon and addresses the following key issues: 1. Review, using appropriate tools, the existing business plans and strategies for your selected organisation and identify the best options available for effective development of their strategic planning. You also need to review the risks and competitive position for your organisation. You must justify the tools you have used. Then devise the outline structure of a strategy plan for that organisation and ensure your response covers: Stakeholders needs and expectations Resource requirements and constraints Communication processes to gain stakeholder commitment to the plan Monitoring and evaluation systems for the implementation of the strategy plan . SM: LO 3 (pcs 3.1, 3.2, 3.3), LO 4 (pcs 4.1) 2. Use appropriate tools and techniques to identify and propose a new product or service. In your response you should evaluate the tools available to support your review and select those that best help you to evaluate the risks and competitive position for your organisation within its current market. Within your response you should use the information from Task 1 regarding the strategic analysis of your selected organisation's business strategies and also: Explain and compare market testing and selection techniques available to evaluate the new product or service Evaluate the relevant ethical and CSR (Corporate Social Responsibility) issues for the new product or service. MMIP: LO 4 (pcs 4.1, 4.2, 4.3) 3. Construct a detailed framework for an integrated strategic marketing plan and campaign for the launch of your new product or service. Propose new product or service ideas and, in so doing, ensure that you: Assess the value of models used in strategic marketing planning and communications Justify your chosen channels and techniques, and discuss their advantages and disadvantages Devise targets for your campaign using SMART objectives Select and justify the use of appropriate campaign channels Evaluate the plan and its success in meeting objectives and other essential requirements. . MMIP: LO 2 (pcs 2.1, 2.2, 2.3), LO 3 (pcs 3.1, 3.2, 3.3) *Note: The product or service must be determined by the learner and not replicated from an existing product or service offered by the organisation. Page 4 of 11 Mark Task 2 Word Count (formal report) 5000 words maximum. Task 2 - Assessment Criteria and Mark Scheme Assessment Criteria Marks Comments allocated Review the existing business plans and 30 For identified organisation, evaluate and use strategies for your organisation, review models such as BCG and Ansoff's grids to the risks and competitive position for analyse, plan, and select strategy your organisation and develop a Critically evaluate tools available and their suitable management strategy plan. Your plan should identify and explain: effectiveness for given scenarios Evaluate the position of a chosen organisation Stakeholders needs and using selected tools from above. expectations Resource requirements and Stakeholder needs and expectations, constraints communication processes; resources Communication processes to gain requirements and constraints; monitoring and stakeholder commitment to the evaluation systems for the outline plan. plan Monitoring and evaluation systems for the implementation of the strategy plan NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard. SM: LO 3 (pcs 3.1-3.3), LO 4 (pcs 4.1) 20 Propose, evaluate and select a new product or service ideas for a named organisation using a range of techniques Critical evaluation of tools available and their effectiveness for new product or service Use appropriate tools and techniques to propose a new product or service that you have identified. * In your response you should evaluate the tools available to support your review and select those that best help you to evaluate the risks and competitive position for your organisation within its current market. Within your response you should: Explain the techniques available to evaluate the new product or service Evaluate the relevant ethical and CSR (Corporate Social Responsibility) issues for the new product or service Evaluation of ethical and CSR issues for the new product/service above . NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard. 40 SM: L03 (pcs 3.1-3.3); MMIP: LO 4 (pcs 4.14.3) Construct a detailed framework for an integrated strategic marketing plan for the launch of your new product or service. Propose new product or service ideas and, in so doing, ensure that you: Assess the value of models used in strategic marketing planning and communications Justify your chosen channels and techniques, and discuss their , Evaluation of models used in strategic marketing planning and communications Detailed framework of activities for a plan, including objectives, scheduling, use of tools, and monitoring and control activities. Evaluation of success in meeting objectives, timeframes and other elements of the plan, and identification of possible improvements in future. . 5 of 11 Page Evaluate possible channels, the promotional mix and types of advertising and media advantages and disadvantages Evaluate the plan and its success in meeting objectives and other essential requirements. NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard. 10 MMIP: LO 2 (pcs 2.1-2.3), LO 3 (pcs 3.1- 3.3) Structure and Format Relevance to the tasks, professional tone and format of response (2 marks). Harvard Referencing (8 marks) In-text citation Bibliography, listed correctly and correlates to references made Accurate, correctly-formatted footnotes Integration of: supporting concepts, frameworks, critical thinking. Total Mark 100