OLYMPIA COLLEGE

Higher National Diploma in Business Management Assignment 1 Fundamentals of Marketing BM 204(09) Final Examination (August 2011)

Date: 12 Jun 2011 16 Aug 2011* **Please submit your assignment by 4pm to DBM CRO make sure you write your name and put your signature in the record book**
*Please consult your lecturer regarding the assignment duedate

Olympia College

Assignment 1

Higher National Diploma in Business Management

College: BTEC HND in Business Management

PROGRAMME NO. NAME OF STUDENT UNIT TITLE ASSIGNMENT TITLE ASSIGNMENT NO NAME OF ASSESSOR SUBMISSION DEADLINE

Marketing Marketing strategy 1

LEARNING OUTCOMES COVERED Investigate the concept and process of marketing

ASSESSMENT CRITERIA COVERED compare alternative definitions of marketing identify the main characteristics of a marketing oriented organisation explain the various elements of the marketing concept identify and assess the benefits and costs of a marketing approach identify and explain macro and micro environmental factors which influence marketing decisions propose segmentation criteria to be used for two products in different markets outline the factors which influence the choice of targeting strategy explain how buyer behaviour affects marketing activities in two different buying situations describe how products are developed to sustain competitive advantage explain how distribution is arranged to provide customer convenience explain how prices are set to reflect an organisations objectives and market conditions illustrate how promotional activity is integrated to achieve marketing objectives recommend marketing mixes for two different segments in consumer markets explain the differences in marketing products and services to organisations rather than consumers explain how and why international marketing differs from domestic marketing

Explore the concepts of segmentation, targeting and positioning Identify and analyse the individual elements of the extended marketing mix

Apply the extended marketing mix to different marketing segments and contexts

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Olympia College

Assignment 1

Higher National Diploma in Business Management

COMMON SKILLS & COMPETENCIES ASSESSED (indicated by X) MANAGING & DEVELOPING SELF 1. Managing own roles & responsibilities 2. Manage own time in achieving objectives 3. Undertakes personal and career development 4. Transfer skills gained to new/changing situations & contexts X X MANAGING TASKS PROBLEMS & SOLVING X

12. Use information sources 13. Deal with a combination of routine & non-routine tasks 14. Identify & solve routine & non-routine problems

APPLYING NUMERACY WORKING WITH & RELATING TO OTHERS 5. Treat others beliefs and opinions with respect X 6. Relate & interact effectively with individuals & groups 7. Work effectively as a team member 15.Applying numerical techniques skills and

APPLYING TECHNOLOGY 16. Use a range of technological equipment and systems

COMMUNICATING 8. Receive and respond to a variety of information 9. Present information in a variety of visual forms 10. Communicate in writing 11.Participate in communication oral & no-verbal

X X

APPLYING DESIGN AND CREATIVITY 17.Applying a range of skills and techniques to develop a variety of ideas X in the creation of new / modified products, services or situations 18. Use a range of thought processes

NOTES TO STUDENTS Check carefully the submission date and the instructions given with the assignment. Late assignments will not be accepted. Ensure that you give yourself enough time to complete the assignment by the due date. Do not leave things such as printing to the last minute excuses of this nature will not be accepted for failure to hand-in the work on time. You must take responsibility for managing your own time effectively. If you are unable to hand in your assignment on time and have valid reasons such as illness, you may apply (in writing) for an extension. Failure to achieve a PASS grade will results in a REFERRAL grade being given. Take great care that if you use other peoples work or ideas in your assignment, you properly reference them in your text and any bibliography.
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Olympia College

Assignment 1

Higher National Diploma in Business Management

NOTE: if you are caught plagiarizing, you could have your grade reduced to zero, or at worst, you could be excluded from the course. Grading Criteria Pass Achieved by meeting all the requirements defined in the assessment criteria for pass for each unit. Merit Descriptor identify and apply strategies to find appropriate solutions M1 select/design and apply appropriate methods/ techniques M2 Indicative Characteristics an effective approach to study and research has been applied relevant theories and techniques have been applied a range of methods and techniques have been applied provide good examples for each explanation Evidence / Comments

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

the validity of results has been evaluated using defined criteria provide a good solution to overcome the problem based on the scenario examples are provided for each explanation

demonstrate convergent, capacity for innovation and lateral and critical thinking creative thought has been used D2 problems have been solved ideas generated and decisions taken various examples are provided for each explanation Signature: Name of assessor. Date: ...

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Olympia College

Assignment 1

Higher National Diploma in Business Management

I, __________________________ hereby confirm that this assignment is my own work and not copied or plagiarised from any source. I have referenced the sources from which information is obtained by me for this assignment.

___________________________ Signature

_________________________ Date

Instructions 1) The outcome of this research should be in a form of an academic paper, of not less than 2000 words (not inclusive of the list of references) in length 2) 3) 4) The paper is to be written complete with evidence of research and referencing. Read the questions properly as it might ask more than one question. If you use other peoples work or ideas, you are required to cite the references properly according to the Academic Writing Referencing System, in your references part. 5) If you are caught plagiarizing, you could have your grade reduced to zero, or at worst, you could be excluded from the course. 6) Check carefully the hand-in-date and the instructions given with the assignments. Late assignments will NOT be entertained.

Date of Submission:

Scenario Riser Sports is a company manufacturing and marketing sport shoes: basketball, jogging, running, tennis, soccer and sneakers. The business of the company has been doing well for several years since start up. However, the business has stayed stagnant for the last 2
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Olympia College

Assignment 1

Higher National Diploma in Business Management

consecutive years. There are tell tale signs showing that sales have started to deteriorate recently. The company has been operating with a belief that good products will bring good business. All their products are being marketed through channels in major cities throughout Malaysia. With injection of some new members to the Board of Directors, they have decided that the company should change the way their products are being marketed. You are being hired by the Board as the Marketing Manager to be fully in charge of revitalizing the business. Task 1 1. 2. Explain the concept and importance of marketing to the Board of Directors. The evolution of marketing is to be included in your explanation. Project the benefits and costs of the marketing approach that will bring to the company. At the same time, project to them too how a marketing-oriented company will look like. Task 2 You have to prepare a marketing plan to be presented to the Board of Directors after they have accepted your ideas of marketing-oriented company. In this plan, you have to 1. Identify the marketing approaches for your companys range of products. This has to be based on your research of the product profile, environmental impact and consumer behavior. 2. Perform a SWOT analysis and discuss you will incorporate this into your marketing plan. Task 3 1. 2. Based on your research, show the segmentation of market and how you are going to target your product. Discuss how you are going to use the 4 Ps to carry out your marketing plan.
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Fundamentals of Marketing

Olympia College

Assignment 1

Higher National Diploma in Business Management

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T22011HND BM

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