Marketing Management
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I need this assignment within 3 days, please check the attachment carefully and follow all instructions.
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Marketing Management (BUSS 22001)Fall2020-CW2 (Assignment2)QP
MEC_AMO_TEM_035_02 Page 1 of 11
Instructions to Student
Answer all questions.
Deadline of submission: 20/01/2021: 23:59
Assignment weighting: 50%. This means that the marks received in the assignment out
of 100 will be scaled out of 50.
Formative feedback on the complete assignment draft will be provided if the draft is
submitted at least 10 days before the final submission date.
Feedback after final evaluation will be provided by 04/02/2021
Module Learning Outcomes
The following LOs are achieved by the student by completing the assignment successfully
1. Demonstrate knowledge and understanding of marketing planning theoretical frameworks
to design, implement and evaluate marketing plan.
2. Analyse, problem solve and apply marketing concepts and techniques effectively.
4. Design and present marketing and financial data analysis, and recommendations in an
effective manner.
Assignment Objective
The objective of the assignment is to demonstrate an in-depth understanding of the structural and
procedural components of marketing decision making and how it is undertaken in a comprehensive
manner.
Assignment Title:
MAKING MARKETING DECISIONS
`
IN SEMESTER (INDIVIDUAL) ASSIGNMENT
Module Code: BUS22001 Module Name: Marketing Management
Level: 2 Max. Marks: 100
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MEC_AMO_TEM_035_02 Page 2 of 11
Assignment Tasks
The assignment is divided into 2 specific parts. The students should focus on the guidelines
appropriate for the assignment along-with its deliverables and the marking rubrics to produce a
well thought out report.
1) Task 1 (5%)
Task description:
Submit a one-page work proposal for this assignment 14th December 2020. The proposal
should ideally include:
o The purpose of the main assignment
o Definition of the tasks of the main assignment
o Outline of the main assignment
o A timeline with a Gantt Chart showing the work plan over time.
The work proposal must be submitted in a word file through the link available in Moodle.
Task Description:
2) Task 2 or the main assignment (95%)
Assignment description:
You have been appointed as a marketing consultant by a medium restaurant based in
Muscat. The company has recently recruited a marketing manager, who needs assistance
in designing a marketing plan for the company for the forthcoming financial year. The
marketing manager has specified her requirements to you as follows:
i. What decision areas she should consider
ii. What strategic and marketing decisions she has to make
iii. How she would make such decisions
The CEO of the company has requested you prepare a report in the light of the
requirements above. The report deliverables are described in the following table:
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Task 2 deliverables and corresponding marks:
ASSESSMENT DELIVERABLES
MARKS
1. EXECUTIVE SUMMARY
The students should clearly specify what the assignment is about; its rationale and the
methodology used.
1.5
2. INTRODUCTION
Hence, the students should introduce the different sections of the report in specific terms.
1
3. SWOT MATRIX
Describe the role of SWOT Model in a marketing plan. Give 1 example for each of
the SWOT factors.
3
4. SETTING STRATEGIC GOALS
Describe the types of strategic goals that may be considered. 4
Give 2 examples of strategic goals 1
5. GROWTH STRATEGIES
Explain the Growth Matrix (Ansoff Matrix) and illustrate each with an example 6
6. MARKETING DECISIONS: SETTING MARKETING GOALS
Describe the types of marketing goals that may be considered. 2
Give 2 examples of marketing objectives 2
7. MARKETING DECISIONS: SEGMENTATION, TARGETING AND PSOOITITIONG
Segmentation: Describe the segmentation process 6
Targeting:
– Describe how segments identified are evaluated and
– Describe the targeting options available
5
Positioning: Describe positioning process and how perceptual mapping can be used
to position a brand.
3.5
8. MARKETING DECISIONS: MARKETING MIX DECISIONS
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MEC_AMO_TEM_035_02 Page 4 of 11
Branding decisions: Describe brand naming, logo, adding values, tagline,
rebranding, co-branding decisions
10
Pricing: Describe the pricing options available 16
Distribution: Describe the location, location convenience, facilities, ambience, take
away and home delivery options
5
Promotions:
– Assess the strengths and weaknesses of each of the following: Television
networks, newspapers, Online marketing, e-mail marketing, Social media
marketing and Mobile marketing. 1 strength and 1 weakness from each.
– Describe the possible budgeting techniques
16
9. MONITOR AND CORRECT
Identify the metrics used to determine if the marketing action plans are being
implemented as expected.
5
10. PRESENTATION STYLE AND GRAMMAR 3
The assignment should follow a report format. An internationally acceptable presentation style
must be adhered to with appropriate Grammar. Must avoid truncations and unnecessary
spacing. The report must be consistent with regards to the font style and size for both headings
and the text; sentence and paragraph spacing; and proper punctuations must be used
throughout. Use of Pronouns: Incorrect use of the ‘Pronouns’ in a report format (or an essay)
would be costly. Avoid using ‘I’ (First Person Subject Pronoun/Singular), ‘Me’ (First Person Object
Pronoun), ‘My’ (First Person Possessive Adjective), ‘Mine’ (First Person Possessive Pronoun),
‘We’ (First Person Subject Pronoun/Plural), ‘You’ (2nd Person Subject/Object Pronoun). Instead,
you must consider the use of the 3rd Person Subject/Object/Possessive/Reflexive-Intensive
Pronouns/Possessive Adjective).
11. REFERENCING
CU Harvard Referencing style.
5
TASK 2 TOTAL 95
NOTES:
Students must ensure that all tasks are supported with appropriate theory/concepts
They must use relevant references as needed for Task 2
All theories/concepts/sources must be referenced using the CU Harvard referencing style
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Assignment Structure:
The report should ideally have the following contents:
i. Cover page
ii. Table of Contents
iii. Executive Summary
iv. Introduction
v. Key Deliverables
vi. Bibliography
Rules & Regulations:
All resources should be cited using CU Harvard style.
The final assignment must have a Title page, Table of Contents, References/ bibliography using
CU Harvard Style and page numbers.
Title Page must have Assignment Name, Module name, Session, your name, ID, and the name of
the faculty.
Softcopy in word format is to be submitted through Turnitin link on Moodle.
Viva will be conducted after the assignment submission as per the dates informed earlier.
Guidelines:
Assignment must be computer typed.
Word Limit: 1500 words (10%)
Font Style/Size:
a. Text: Times New Roman: 12
Headings/Sub-headings: Students choice (Consistency is critical)
Spacing: 1.5
Explain with suitable diagrams wherever required. Diagrams must be drawn using suitable
software or by pencil.
Each student has to do the assignment individually / Students have to do the assignment
collaboratively and each student should write a brief reflection on their contribution and learnings
from group work.
You can refer books in eLibrary or use internet resource. But you should not cut and paste material
from internet nor provide photocopied material from books. The assignment answers should be
in your own words after understanding the matter from the above resources.
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Important Policies to be followed
1. Student Academic Integrity Policy*:
MEC upholds the spirit of academic integrity in all forms of academic work and any form of
violation of academic integrity shall invite severe penalty. Any benefit obtained by indulging in
the act of violation of academic integrity shall be cancelled.
All cases of violation of academic integrity on the part of the student shall fall under any of the
below mentioned categories:
1. Plagiarism
2. Malpractice/Ghost Writing/Collusion
3. Other cases
If the student fails a module and has a proven case of academic integrity violation in this module,
the student is required to re-register the module. This is applicable to first and second offenders
of plagiarism.
1. Plagiarism
A. First offence of plagiarism
I. If a student is caught first time in an act of plagiarism during his/her course of study in
any assignment other than project work, the student will be allowed to re-submit the
assignment once, within a maximum period of one week. However, a penalty of
deduction of 25% of the marks obtained for the resubmitted work will be imposed.
II. Period of re-submission: The student will have to re-submit the work one week from the
date he or she is advised to re-submit.
III. If the re-submitted work is also found to be plagiarized, then that assessment will be
awarded a zero mark. Re-submission of the work beyond the maximum period of one
week will not be accepted and the assessment will be awarded a zero mark.
B. Second offence of plagiarism
If any student is caught second time in an act of plagiarism during his/her course of study (in a
subsequent semester), the student will directly be awarded zero for the work in which plagiarism
is detected. In such cases, the student will not be allowed to resubmit the work. A warning of
suspension shall be issued, and student has to sign an undertaking and undergo counselling
session in such cases.
2. Malpractice/Ghostwriting/Collusion
a. First offence of Malpractice/Ghostwriting/Collusion
If a student is caught in an act of Malpractice/Ghostwriting/Collusion for an assessment component
irrespective of coursework or end semester, the student shall fail the module and shall be required
to re-register the module
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b. Second Offence of Malpractice/Ghostwriting/Collusion
If a student is caught a second time in an act of Malpractice/Ghostwriting/Collusion for an assessment
component irrespective of coursework or end semester, the student shall fail the module. A warning
of suspension shall be issued, and student has to sign an undertaking and undergo counselling session
in such cases.
c. Third Offence of Academic Integrity Violation
If a student is caught a third time in an act of Academic Integrity Violation for an assessment
component irrespective of coursework or end semester (in a subsequent semester), the student shall
fail the module and also shall be suspended for one semester from the College, as recommended by
institutional level academic committee, Chaired by the Associate Dean, Academic Affairs.
d. Fourth Offence of Academic Integrity Violation:
If a student is caught a fourth time in an act of Academic Integrity Violation for an assessment
component irrespective of coursework or end semester (in a subsequent semester), the student shall
fail the module and also shall be expelled from the College, as recommended by institutional level
academic committee, Chaired by the Associate Dean, Academic Affairs.
3. Other cases
If a student commits an act of academic integrity violation as per the definition of other cases
mentioned in the previous section or of a different nature, students case shall be forwarded to an
institutional level academic committee, Chaired by the Associate Dean, Academic Affairs. The
committee shall investigate the case by means of a viva and/or a disciplinary hearing and shall take
appropriate decision. The penalty that can be granted to a proven case of academic integrity violation
which falls in this category of other cases can be a warning/component zero/ module
fail/suspension/expulsion depending on the nature and gravity of the offence.
Types/Variations of Cases:
I. If plagiarism is detected in any component of one assessment, the deduction in marks will be
applicable for the whole assessment, even if only the component or part submission alone needs
to be resubmitted.
II. If plagiarism is detected in a group assessment, all students of the group will be considered as
having committed an act of plagiarism and the policy will then be applied to all students
III. If plagiarism is detected in any component of a group assessment, the deduction in marks will be
applicable for the whole assessment even if only the component or part submission alone needs
to be resubmitted.
All students of the group would be considered as having committed an act of plagiarism and the
policy will then be applied to all the students of the group.
IV. If the assessment consists of components or part submissions that could be a group assessment
component (e.g. group assignment) and an individual assessment component (e.g. individual
reflection), the following will be applicable:
a. If plagiarism is detected in the group assessment component, all students of the group
will be considered as having committed an act of plagiarism, The policy will then be
Marketing Management (BUSS 22001)Fall2020-CW2 (Assignment2)QP
MEC_AMO_TEM_035_02 Page 8 of 11
applied to all students of the group. Group assessment component will be resubmitted
as per the policy.
b. If plagiarism is detected in the individual assessment component, the individual
assessment component will be resubmitted and the policy will then be applied to that
student alone.
c. For both (a) and/or (b), the deduction in marks will be applicable for the whole
assessment.
* for further details Refer to MEC Student Academic Integrity Policy in Student Handbook.
2. Late Submission Regulations:
It is the students responsibility to check all relevant timelines related to assessments.
As per the Assessment Policy at MEC, late submissions are allowed for one week (5 working days)
for all UG modules with a penalty. In such cases, a deduction of 5% of the marks obtained for the
submitted work shall be imposed for each working day following the last date of submission till
the date of actual submission. Assessment documents submitted beyond a period of one week (5
working days) after the last date of submission will not be accepted and will be awarded a zero
for that assessment. In cases where the submission has been delayed due to extenuating
circumstances, the student may be permitted to submit the work without imposing the late
submission policy stated above. The extended period of submission will be one week from the
original last date of submission. In such cases, the student is expected to submit the supporting
certificates on or before the original last date of submission of the assessment and the decision
of extension rests with faculty responsible for the assessment .The late submission policy shall be
applied if the student fails to submit the work within one week of the original last date of
submission.
Students may contact their teachers for clarification on specific details of the submission time if
required.
3. Research Ethics and Biosafety Policy
To protect and respect the rights, dignity, health, safety, and privacy of research subjects involved
including the welfare of animals and the integrity of environment, all student projects are
expected to be undertaken as per the MEC Research Ethics and Biosafety Policy. Accordingly, the
following shall apply:
Research and other enterprise activities shall be conducted by maintaining the high
ethical standards consistent with national and international standards and conventions.
Any research at MEC that is categorized as high-risk research shall be subject to review
and approval by the Research Ethics and Biosafety Committee.
Research activities involving collection of human or animal tissues and manipulation of
microbial, animal or plant cells shall be subject to review and approval by the Research
Ethics and Biosafety Committee.
Participants involved in research must be informed about the purpose of research and
intended uses of research findings. Written consent must be obtained from people
involved prior to the commencement of research.
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MEC_AMO_TEM_035_02 Page 9 of 11
Data obtained from participants must be treated with high confidence and should be used
only for the intended purpose of research.
Assessment Evaluation Criteria
Classification
and % Range
Reflection and
critical analysis.
Knowledge and
Understanding/
Application of
Theory
Evidence of
Reading
Referencing
and
Bibliography
Presentation,
Grammar and
Spelling
Outstanding
(91%-100%)
Highly
competent
analytical skills
and reflective
practice,
demonstrating
personal
learning and
growth, insight
into required
professional
values and
principles and
professional
development
planning.
Extensive
knowledge and
depth of
understanding
of principles
and concepts
and /or
outstanding
application of
theory in
practice.
Evidence of
reading an
extensive range of
educational
literature/research
and where
applicable
workplace
strategies, policies
and procedures.
Accurate
referencing
and
bibliography
correctly using
appropriate
referencing
style
Excellent
presentation,
logically
structured,
using correct
grammar and
spelling,
excellent cross-
referencing and
links to
supporting
evidence
Excellent (87%-
90%)
Strong
analytical skills
and reflective
practice used,
demonstrating
personal
learning and
growth, insight
into required
professional
values,
principles and
competencies
and
professional
development
planning.
Excellent
knowledge and
understanding
of principles and
concepts and
/or excellent
knowledge and
understanding
of the
application of
theory in
practice
Evidence of
reading a wide
range of
educational
literature/research
and where
applicable,
workplace
strategies, policies
and procedures.
Appropriate
referencing and
bibliography
correctly using
appropriate
referencing
style
Good
presentation,
competently
structured,
using correct
grammar and
spelling, clear
and easy to use
links to
supporting
evidence
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Very Good
Quality (80%-
86%)
Good use of
analytical skills
and reflective
practice
demonstrating
personal
learning and
growth, insight
into required
professional
values,
principles and
competencies
and
professional
development
planning.
Good
knowledge or
key principles
and concepts
and/or good
knowledge of
the application
of theory in
practice
Evidence of
reading a good
range of
educational
literature/research
and where
applicable
workplace
strategies, policies
and procedures.
Generally well
referenced
with correct
use of the
appropriate
referencing
style
Reasonable
presentation,
completely
structured,
acceptable
grammar and
spelling,
acceptable links
to supporting
evidence
Good
(Acceptable)
(74%-79%)
Acceptable use
of analytical
skills and
reflective
practice
demonstrating
personal
learning and
growth, insight
into required
professional
values,
principles and
competencies
and
professional
development
planning.
Acceptable
knowledge of
key principles
and concepts
and/or
knowledge of
the application
of theory in
practice
Evidence of
reading an
appropriate range
of educational
literature/research
and where
applicable,
relevant
workplace policies
and procedures
Adequate
referencing.
Generally
accurate use of
appropriate
referencing
style
Adequate
presentation
and structure,
acceptable
grammar and
spelling,
adequate links
to supporting
evidence
Adequate/
Satisfactory
(66%-73%)
Adequate use of
analytical skills
and reflective
practice
demonstrating
personal
learning and
growth, insight
into required
professional
Adequate
knowledge of
key principles
and concepts
and/or
satisfactory
evidence of the
application of
Evidence of
minimal reading of
educational
literature/research
and where
applicable relevant
workplace policies
and procedures
Adequate
referencing.
Appropriate
referencing
style used but
may contain
some
inaccuracies.
Weak
presentation ,
satisfactory
structure,
grammar and
spelling, links to
supporting
evidence
Marketing Management (BUSS 22001)Fall2020-CW2 (Assignment2)QP
MEC_AMO_TEM_035_02 Page 11 of 11
values,
principles and
competencies
and
professional
development
planning.
theory in
practice.
Weak
(Little or no
learning
outcomes met)
(50%-65%)
Little or no use
of analytical
skills and
reflective
practice
demonstrating
personal
learning and
growth, insight
into required
competencies
and/or
professional
development
planning.
Professional
values and
principles not
reflected in the
submission.
Little or no
evidence of
knowledge of
key principles or
concepts and/or
little evidence
of the
application of
theory in
practice.
Little or no
evidence of
reading outside of
the course
textbook and/or
reference to
relevant work
place policies and
procedures.
Little or no
referencing.
Mostly
incorrect style.
Below average
presentation,
grammar and
spelling, links
to supporting
evidence.
Poor
(learning
outcomes not
met)
(<50%) No use of analytical skills and reflective practice demonstrating personal learning and growth, insight into required competencies and professional development planning No evidence of knowledge of key principles or concepts and/or no evidence of application of theory in practice No evidence of reading outside of the course textbook and/or reference to relevant workplace policies and procedures Unacceptable use of appropriate referencing style Unacceptable presentation, grammar and spelling, structure is very poor, links to supporting evidence 1 | P a g e Executive Summary An organisations success depends a lot on the degree to which marketing strategies are both efficient and effective. The aim of the project was to assist the marketing manager of a restaurant with the design of a marketing plan for her restaurant. The project was undertaken to fulfil a contractual obligation that warranted that the consultant helped the marketing manager of a specific restaurant in Muscat to attain a complete understanding of how to design a marketing plan. Face to face and over the phone discussions as well as explanations over email were used extensively to achieve the understanding referred to above. Additionally, the current report was prepared to offer a formal and comprehensive guide to the marketing manager of the restaurant. 2 | P a g e 1.1 Introduction The report includes a total of 7 main sections. Section 1.2 describes the role of SWOT Model in a marketing plan. A description of the types of strategic goals that may be considered with examples is provided in Section 1.3. Section 1.4 explains the Growth Matrix (Ansoff Matrix) and illustrates each of the four options with an example. A description of the marketing objectives and examples of two of these are provided in Section 1.5. Section 1.6 explains the four steps included in the segmentation process. Section 1.7 describes how segments identified are evaluated and what targeting options the marketing manager may consider. The positioning process based on perceptual mapping will be discussed in Section 1.8. Marketing decisions pertaining to branding, pricing, distribution and promotions or integrated marketing communications will be discussed respectively in sections 1.9, 1.10, 1.11 and 1.12. The final section of the report, that is, Section 1.13, will identify and briefly discuss the metrics used to determine if the marketing action plans are being implemented as expected. 1.2 The SWOT Matrix/Model This section describes the role of SWOT Model in the development of a marketing plan. It also illustrates the SWOT factors with examples. Role of SWOT model in marketing planning Al Shukairi (2019) states that the SWOT model enables a firm to identify its strengths and weaknesses; and the opportunities and threats that exist in its external environments. It also allows the firm to understand the strategic implications of these factors resulting in the development by it of efficient and effective marketing strategies. Examples of the SWOT factors 3 | P a g e A strong marketing team is an example of a company strength. A weakness, on other hand, may be that the company lacks marketing expertise. Whereas recession in the economy poses a threat to a company, an opportunity may exist when there is an increase in demand for its product or that a productive segment is discounted by its other competitors. 1.3 Setting the strategic goals The section here offers a definition of strategic, describes the four strategic goals and gives two examples of strategic goals. Definition of the strategic goal Strategic goals are the top goals and results that a firm seeks to achieve, typically, over three to five years (Syed 2018). Strategic goals: Build, Hold, Harvest and Divest The four strategic goals that may be considered are Build, Hold, Harvest and Divest. A build is a goal where the company intends to increase its sales/market share. A hold goal focuses on maintaining the current market share. It is a harvest strategy if a company attempts to maximize its short-term cash flows and profits. The divest goal is pursued when the company has decided to discontinue with the product or brand and is planning to withdraw or sell it. The Boston Consulting Group (BCG) model can be used by the restaurant to see how the four strategic goals are implemented. Henderson (1970) developed the model on the basis of two dimensions: relative market share and market growth rate. These dimensions together result in four combinations: 4 | P a g e LOW RELATIVE MARKET SHARE HIGH RELATIVE MARKET SHARE HIGH MARKET GROWTH RATE STARS Build QUESTION MARKS Build LOW MARKET GROWTH RATE CASH COWS Hold DOGS Harvest/Divest Figure 1: BCG or Growth/Share Matrix Question marks are high growth, low share brands. Stars are high growth, high share brands. The brands that are in the low growth but high share market, are called the cash cows. The low growth and low share brands are known as the dogs. A company may invest in and build the question marks so that they become stars. It may invest in and build the stars so that they eventually become cash cows. The company should try to hold the positions of its cash cows. With the dogs, the company may consider harvesting or divesting Examples of two strategic goals: 1. To become the market leader in Oman in three years 2. To expand into all other regions in Oman by 2023 1.4 The Growth Strategies There are strategic actions that this restaurant may pursue to grow with regards to its sales and market shares. One model that can be used by it to devise growth strategies is known as the Growth Matrix or the Ansoff Matrix (Ref.). 5 | P a g e The Growth Matrix or the Ansoff Matrix The matrix is based on four product/market combinations (Ref). EXISTING NEW/RELATED a. Market penetration/expansion: Current product/Current market: 1. Penetration: new users within the same segment; and 2. Increase frequency of purchase: encouraging customers to buy or use more of the product. E.g., persuading customers to brush teeth at least twice a day. b. Market development: Current product/New market: reposition the product. Horlicks/Glucose was initially targeted at ill customers but now it is used by athletes or regular customers as nutrients or source of energy. c. Product development: New product/current market: it is used to increase sale by improving present product or developing a new product. i-Phone versions are all examples of product modification. All new drugs are examples of new product development. Market penetration Market development or Market expansion Product development Diversification Product development Diversification PRODUCTS MARKETS EXISTING NEW/RELATED 6 | P a g e d. Diversification: New product/new market: Dunhills perfume, pen are examples of new products (from Dunhills standpoint) aimed at different markets (new for Dunhill). Heinz developed a new service Weight Watchers to support a new range of low-calories brands targeted at dieters. 1.5 Marketing Decisions: Setting Marketing Objectives The types of marketing goals that may be considered. The restaurant may consider marketing objectives including sales objectives and market share objectives or new product/service development objectives or pricing objectives or promotional objectives or brand loyalty objectives. Descriptions of two marketing objectives 1. Sales objective: Hence, the restaurant may consider increasing its sales or revenues by reducing its prices or using aggressive promotional strategies. 2. Brand loyalty: The marketing manager may consider increasing customer preference or even customer loyalty through building strong relationships with its customers. Two examples of marketing objectives 1. To achieve a market share of 25% in 2021 2. To achieve a 35% loyalty among all our customers in 2021 1.6 Marketing Decisions: Segmentation, Targeting and Positioning Segmentation and targeting are key to marketing effectiveness. 7 | P a g e Segmentation: Markets consist of buyers, who differ in one or more ways. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs (Ref). The segmentation process: There are four steps that the restaurant may use to segment its market. Each of the steps is discussed in sections to follow. 1. Identifying segmentation bases/variables The major variables that might be used in segmenting are major geographic, demographic, and psychographic and behavioural variables (Ref). 2. Divide the market into distinct groups of customers Use the base chosen in step one to divide the market into segments in a way so that the customers in the same segment have similar needs and wants (homogeneity) but there is heterogeneity between the segments, that is, customers in different segments are clearly different. Most distinguishing variable, such as the benefits sought by customers, would be used to break the market down into individual segments or groups of customers. 3. Nickname the segments Give a unique but meaningful name to the segment (s) to give it an identity. For example, customers who come to the restaurant mainly to socialize may be nicknamed as, Sociables. 4. Develop segment profiles Each segment identified would then b
