Windows User

Strategic Marketing Management

NOTE: The two assessments for the Module are connected to the organisation-based case study; Britvic Soft Drinks Company.

Structure and Approach

The use of a marketing-based case study as a basis for a written assignment will enable you to demonstrate:

NoTypeOn successful completion of this module the student will be expected to be able to:

1Knowledge and understandingCritically evaluate opportunities in a sector of the economy with respect to marketing concepts and theories.

2Intellectual, practical,

affective and

transferable skillsConstruct the framework for an integrated strategic marketing plan as it relates to an organisation operating in the chosen sector of the economy.

3Intellectual, practical,

affective and

transferable skillsDesign marketing campaigns, or parts thereof, embracing new and innovative concepts which push forward the knowledge base of the discipline, for example in the arts, services, relationship or technology marketing.

4Intellectual, practical,

affective and

transferable skillsDevelop a critical working knowledge of the important

Management tools and techniques in the marketing planning process, synthesising and applying these where possible towards new customer/client solutions and benefits.

The two written assignments are based upon The Britvic Soft Drinks Company case study, and linked directly to the four learning outcomes of the Module. Your written assignments need to contain sufficient marketing content to enable a you to meet the learning outcomes above.

PLEASE READ THE FULL DETAILS OF THE ASSESSMENT PROCESS IN THE MODULE GUIDE.

Your Role in the Case Study

You are a newly employed marketing trainee from LCA Business School who has been invited by the Board of Directors at Britvic Soft Drinks Company (called BSD in the assignment) to investigate the effectiveness of the marketing management and planning of the company, with a view to expansion in 2015, IN THE UK ONLY.

The Board has asked you to examine six main areas of strategic marketing planning so that the Company can continue its future development, and to submit a written report on each of the six areas by the assignment hand-in date.

In order for you to carry out the series of tasks (below), the Board has strongly advised you to:

Carry out some secondary research using Mintel (and other) database sources for Britvic and the soft drinks industry in general. This will enable you to find out information on market size, market shares, consumption and brands in the UK industry,

Use the Britvic web site as a basis for more specific Company-based research and examination of marketing auditing, planning and overall strategy. This can be found at http://www.britvic.com/ and http://www.britvic.co.uk/ respectively.

Use the Module notes and lectures for theory that can be applied to the case study.

Use the Module text (Wilson and Gilligan) as one of the key sources for theory and references.

Your Specific Assignment Tasks

Specifically, the Britvic Board has asked to you report back on the following tasks:

Assignment One

1. Write a general summary of the current marketing situation of the Company, its products and/or services, its main brands and market segments and customer groups, any major soft drinks competitors and any potential problems in the foreseeable future. (25 marks, approx. 300 words).

2. Carry out a short summary marketing audit for the company using suitable analytical tools to assess internal and external factors. (50 marks, approx. 400 words).

3. Prepare a brief critique of the BSDs marketing mix, and comment on the companys key success factors and its overall competitive advantage. (25 marks, approx. 300 words).

Assignment Two

4. As a result of your work, advise on any new primary marketing research that would enable BSD the company to set future marketing objectives. (15 marks, approx. 500 words).

5. Using the findings from your four earlier reports, indicate how the company might amend its current marketing strategy, with specific reference to the marketing mix, branding, and in particular the growing emphasis on internet-based social media. (50 marks, approx. 1000 words).

6. Finally, compile a summary report to the BSD Board which lists your specific recommendations on achieving long term growth for the company, including how the marketing function should be managed in future. (35 marks, approx. 500 words).

The Board will then consider your assignment and give you constructive feedback once it has been examined.

The diagram (above) shows that the first five assignment reports to the BSD Board are linked by the sixth and final report shown in the centre of the diagram. This allows you to use the final report to bring together all of your thoughts, ideas, suggestions and recommendations, and to show that you have examined strategic marketing management from a company perspective.

It is strongly suggested that you:

1. Read the case study thoroughly,

2. Re-read the case and carry out a critical analysis using the unit learning and teaching resources, marketing tools, techniques and models where appropriate,

3. Work on each of the Reports in sequence, referring to marketing theory where relevant, using the Harvard referencing system, finishing with the sixth and final report,

4. Submit your two assignments in report format, front covers and contents page, lists of references and any relevant appendices attached at the end of each assignment.

_1234567890.unknown