Unit Outcomes Covered: LO1. Be able to compile marketing audits LO2. Understand the main barriers to marketing planning LO3. Be able to formulate a marketing plan for a product or service LO4. Understand ethical issues in marketing

GRADING OPPORTUNITIES AVAILABLE Outcomes/ Grade Descriptors

AC1.1 AC1.2 AC1.3 AC1.4 AC2.1 AC2.2 AC3.1 AC3.2 AC3.3 AC3.4 AC3.5

Outcomes/ Grade Descriptors

AC4.1 AC4.2 AC4.3 M1 M2 M3 D1 D2 D3

Unit No & Unit Title Unit 19 Marketing Planning

Tutor Notes

Key Points: Answer All questions in this assignment Your assignment/report should be submitted by the deadline. The assignment must be your own work and original in all answers to the tasks. All sources used should be correctly referenced in Harvard format. You will be expected to check spelling mistakes and grammar before submitting your

work. The London School of Business and Management Cover sheet should be used in

every submitted work. An appropriate report structure should be used, which may include headings such as:

Table of Contents, Introduction, Discussion/Evaluation, Conclusions, References and Appendices (if necessary).

There should be clarity of expression in your work. Your work should demonstrate, for example, relevant factual content and

understanding of the subject, critical analysis, evaluation, justifications, key arguments, correct use of appropriate models/framework etc.

Scenario

Britvic is one of the leading soft drinks companies in Europe, with operations in Great Britain (GB),

Ireland and France.

Across these three markets, the company has developed a strong portfolio of its own iconic brands,

including Robinsons, Tango, J2O, drench, MiWadi, Ballygowan, Teisseire and Fruit. In addition, in

GB (Great Britain) and Ireland, the company produces and sells a number of PepsiCos famous soft

drinks brands, including Pepsi, 7UP and Mountain Dew Energy, under exclusive agreements with

PepsiCo. Britvic is the largest supplier of branded still soft drinks and the number two supplier of

branded carbonated soft drinks in GB, and it is an industry leader in Ireland and France. Through

franchising, export and licensing, Britvic has also been growing its reach into other territories,

particularly the United States. Britvics management team has successfully developed the business

through a clear strategy of organic growth and international expansion based on creating and building

scalable brands. Britvic is listed on the London Stock Exchange under the code BVIC.

Key Figures

Britvic is a leading soft drinks company, with an enviable portfolio of market leading brands, exclusive

bottling agreements with PepsiCo in the UK and Ireland for global brands such as Pepsi and 7UP and

an international presence thanks to its franchise and International business Unit.

Great Britain

#1 Stills supplier

#2 Carbonates supplier

#1 supplier to pubs and clubs market

#2 supplier to take-home market

You are required to develop a marketing plan for the re launch or launch of a product / products in

the UK in 2016. In developing your marketing plan you are required to conduct a marketing audit,

understand the barriers to marketing planning and be aware of the ethical issues in marketing.

Assignment Tasks

Task 1: Be able to compile a marketing audit

Marketers in the past have based their strategies on the assumption of infinite resources and zero environmental impact. With the growing recognition of finite resources and high environmental costs, marketers need to re-examine their theory and practices. They need to revise their policies on product development, pricing, distribution, and branding. The recent financial meltdown has added another layer of concern as consumers adjust their lifestyles to a lower level of income and spending. Companies must balance more carefully their growth goals with the need to pursue sustainability. Philip Kotler (2011) Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing: July 2011, Vol. 75, No. 4, pp. 132-135)

AC1.1 Using materials collected from your research, review changing perspectives (viewpoints) in marketing planning. AC1.2 Evaluate an organisations capability for planning its future marketing activity (refer to your Britvic case study with reference to its GB operations). AC1.3 Based on your research and findings, examine techniques for organisational auditing and how to analyse external factors that affect marketing planning (provide at least 2-3 techniques and provide examples based on those techniques). AC1.4 Applying the case scenario, carry out an organisational audit and analysis of external factors that affect marketing planning for the launch/re-launch product of Britvic. Tasks 1 covers assessment criteria AC1.1, AC1.2, AC1.3, AC1.4 under LO1

Task 2: Understand the main barriers to marketing planning

In this task, you are required to address key barriers to marketing planning found when complying your marketing plan for Britvic (GB). AC2.1 Assess the main barriers to marketing planning (e.g. organisational culture, change management, ethical issues, behavioral, and resources). AC2.2 Examine how organisations (this is generic- applies to any organisation not only Britvic) may overcome barriers to marketing planning. Task 2 covers assessment criteria AC2.1, AC2.2 under LO2

Task 3: Be able to formulate a marketing plan for a product or service

In this task, you need to demonstrate skills to formulate a marketing plan for a product or service. AC3.1 Based on your assignment scenario, write a marketing plan for a product or a service. AC3.2 Explain why marketing planning is essential in the strategic planning process for an organisation. AC3.3 Examine techniques for new product development for Britvic (GB). AC3.4 Justify recommendations for pricing policy, distribution and communication mix. AC3.5 Explain how factors affecting the effective implementation of the marketing plan have been taken into account. Task 3 covers assessment criteria AC3.1, AC3.2, AC3.3, AC3.4, CA3.5 under LO3

Task 4: Understand ethical issues in marketing In this task you need to understand the ethical issues in marketing. AC4.1 Explain how ethical issues influence marketing planning. AC4.2 Analyse how organisations (Britvic and others) respond to ethical issues (include a few examples). AC4.3 Analyse examples of consumer ethics and the effect it has on marketing planning. Task 4 covers assessment criteria AC4.1, AC4.2 and AC4.3 under LO4

Grading Criteria (Pass, Merit, Distinction)

Criteria for PASS Possible Evidence

LO1 Be able to compile marketing audits

AC1.1 review changing perspectives in marketing planning AC1.2 evaluate an organisations capability for planning its future marketing activity AC1.3 examine techniques for organisational auditing and for analysing external factors that affect marketing planning AC1.4 carry out organisational auditing and analysis of external factors that affect marketing planning in a given situation

LO2 Understand the main barriers to marketing planning

AC2.1 assess the main barriers to marketing planning AC2.2 examine how organisations may overcome barriers to marketing planning

LO3 Be able to formulate a marketing plan for a product or service

AC3.1 write a marketing plan for a product or a service AC3.2 explain why marketing planning is essential in the strategic planning process for an organisation AC3.3 examine techniques for new product development AC3.4 justify recommendations for pricing policy, distribution and communication mix AC3.5 explain how factors affecting the effective implementation of the marketing plan have been taken into account

LO4 Understand ethical issues in marketing

AC4.1 explain how ethical issues influence marketing planning AC4.2 analyse examples of how organisations respond to ethical issues AC4.3 analyse examples of consumer ethics and the effect it has on marketing planning

Grade Descriptors for MERIT Possible Evidence

M1 Identify and apply strategies to find appropriate solutions

M1 An effective approach to study and research has been applied in producing the required work

M2 Select / design appropriate methods / Techniques

M2 Selection of methods and techniques has been justified. Harvard referencing format has been correctly applied in both citations and the reference list

M3 Present and communicate appropriate findings

M3 An appropriate structure and approach has been used in producing the required work

Grade Descriptors for DISTINCTION

Possible evidence

D1 Use critical reflection to evaluate own work and justify valid conclusions

D1 Analysis shows critical reflection, and conclusions have been arrived at through synthesis of ideas that are well justified

D2 Take responsibility for managing and organising activities

D2 Independence has been demonstrated in planning and organising the research and writing of the work produced and presented. Harvard referencing format has been competently applied in both citations and the reference list

D3 Demonstrate convergent/lateral/ creative thinking

D3 Problems have been solved demonstrating creative application of appropriate theories and academic frameworks in the analysis to illustrate the points made