Question Answer Marks 5 Discuss a suitable marketing strategy for HH if it decides to open hotels in country P. 16 Level Knowledge Application 2 marks 2 marks Analysis 6 marks N 2 marks Good knowledge shown of marketing strategy 2 marks Good application to HH 4-6 marks Good use of theory and/or reasoned argument to explain new marketing strategy Evaluation 6 marks 4 6 marks Good judgement shown on possible new marketing strategy 1-3 marks Some judgement shown on possible new marketing strategy 1 1 mark Some knowledge shown of marketing strategy 1 mark Some application to HH 1-3 marks Some use of theory and/or reasoned argument to explain new marketing strategy Note to examiners: Limit to L1 AN & EVAL if only considers one element of marketing strategy e.g. just pricing or budget Knowledge Marketing strategy is a detailed plan of the company's marketing objective, budget and marketing mix The objective set will be the benchmark of success/ failure as well as a major determinant of the marketing mix and the budget level 0 Reference to situational analysis/market research as part of marketing Application Clear objective needs to be set - this has not yet been done - the general statement in para 1 about the "need to take advantage of growth in international tourism" is not an objective EVALG.: 15% market share in country P by 20xx? 0 Marketing budget? Is this included in the $60 m? No details of how much will be needed. Same as competitors? Question Answer Marks Analysis 0 Pricing - penetration pricing to get established is a possibility-Hari not very keen on this but might be necessary. How will this impact on image of the new hotels? 0 Promotion - newspaper advertising expensive might not reach target market - again market research essential Need to focus on promotion methods most likely to reach target market Place - online? Own website or booking agencies? Travel agencies? Product - 4 star hotels (HH experienced in this sector) - market research needed to establish likely demand and whether tourists or business customers. Country Pa definitely not a developing lower income economy but high income country with high competition in this market Clear objectives will provide focus for taking appropriate decisions leading to better outcomes 0 Budget will allow HH to have more control over expenditure ensuring that strategy generates profit Evaluation Strategy needs market research to underpin it - is Hari prepared to undertake this? Most important factors. mix must be fully integrated to present a 'united' image of the business, strategy must be changed from existing country X strategy if the culture/income levels/ market conditions are different in country P Essential to differentiate HH from other hotels in this competitive market' Question Answer Marks Questions 6 and 7 use this marking grid: Level Knowledge Application 3 marks 3 marks Analysis 4 marks 2 3 marks 3 marks Good Good understanding application shown to the case 3-4 marks Good use of reasoned argument or use of theory to explain points made Evaluation 10 marks 7-10 marks Good judgement shown throughout with well supported conclusion/recommendation, focused on the business in the case 4 6 marks Some judgement shown in the main body of the answer and an attempt to support conclusion/recommendation, focused on the business in the case OR effective and well supported conclusion/recommendation, focused on the business in the case 1-3 marks Limited attempt to show judgement either within the answer OR a weakly supported conclusion/recommendation with some focus on the business in the case 1 1-2 marks 1-2 marks Some Some understanding application shown to the case 1-2 marks Limited use of reasoned argument or use of theory to support points made 0 No creditable content Question Answer Marks 5 Discuss a suitable marketing strategy for HH if it decides to open hotels in country P. 16 Level Knowledge Application 2 marks 2 marks Analysis 6 marks N 2 marks Good knowledge shown of marketing strategy 2 marks Good application to HH 4-6 marks Good use of theory and/or reasoned argument to explain new marketing strategy Evaluation 6 marks 4 6 marks Good judgement shown on possible new marketing strategy 1-3 marks Some judgement shown on possible new marketing strategy 1 1 mark Some knowledge shown of marketing strategy 1 mark Some application to HH 1-3 marks Some use of theory and/or reasoned argument to explain new marketing strategy Note to examiners: Limit to L1 AN & EVAL if only considers one element of marketing strategy e.g. just pricing or budget Knowledge Marketing strategy is a detailed plan of the company's marketing objective, budget and marketing mix The objective set will be the benchmark of success/ failure as well as a major determinant of the marketing mix and the budget level 0 Reference to situational analysis/market research as part of marketing Application Clear objective needs to be set - this has not yet been done - the general statement in para 1 about the "need to take advantage of growth in international tourism" is not an objective EVALG.: 15% market share in country P by 20xx? 0 Marketing budget? Is this included in the $60 m? No details of how much will be needed. Same as competitors? Question Answer Marks Analysis 0 Pricing - penetration pricing to get established is a possibility-Hari not very keen on this but might be necessary. How will this impact on image of the new hotels? 0 Promotion - newspaper advertising expensive might not reach target market - again market research essential Need to focus on promotion methods most likely to reach target market Place - online? Own website or booking agencies? Travel agencies? Product - 4 star hotels (HH experienced in this sector) - market research needed to establish likely demand and whether tourists or business customers. Country Pa definitely not a developing lower income economy but high income country with high competition in this market Clear objectives will provide focus for taking appropriate decisions leading to better outcomes 0 Budget will allow HH to have more control over expenditure ensuring that strategy generates profit Evaluation Strategy needs market research to underpin it - is Hari prepared to undertake this? Most important factors. mix must be fully integrated to present a 'united' image of the business, strategy must be changed from existing country X strategy if the culture/income levels/ market conditions are different in country P Essential to differentiate HH from other hotels in this competitive market' Question Answer Marks Questions 6 and 7 use this marking grid: Level Knowledge Application 3 marks 3 marks Analysis 4 marks 2 3 marks 3 marks Good Good understanding application shown to the case 3-4 marks Good use of reasoned argument or use of theory to explain points made Evaluation 10 marks 7-10 marks Good judgement shown throughout with well supported conclusion/recommendation, focused on the business in the case 4 6 marks Some judgement shown in the main body of the answer and an attempt to support conclusion/recommendation, focused on the business in the case OR effective and well supported conclusion/recommendation, focused on the business in the case 1-3 marks Limited attempt to show judgement either within the answer OR a weakly supported conclusion/recommendation with some focus on the business in the case 1 1-2 marks 1-2 marks Some Some understanding application shown to the case 1-2 marks Limited use of reasoned argument or use of theory to support points made 0 No creditable content