Marketing Management

                        Assessment 2 Information Sheet

To be supplied to students when they receive the coursework assignment task

Unit Name:Marketing  Management

Unit Code: SHR037-6

Assignment Brief                                                                                                                                

Submission instructions

Assignment should be submitted on the designated date (i.e. 24^th May, 2018) by 12 noon Oman time (8.59am UK time).

Pages should be numbered. Headings and sub-headings must be provided.

All areas of the plan must be considered.

Your full name, ID, the unit title and code number must be clearly marked on the assignment top sheet.

Coursework must be submitted on BREO by the date and time specified.  Late work is not accepted, and will be deemed a fail and graded G(0) (no work submitted). 

Learning Outcomes

The completion of this assignment requires you to demonstrate the ability to:

• Identify and critically evaluate environmental factors that can affect organizational success. 
• Categorise and analyse the environmental factors at play and consider their impact on the organization under consideration. 
• Undertake a marketing audit of an organization. Identify and critically assess in a comprehensive fashion the current strengths and weaknesses of the organization relative to its external environment. 
• Apply consistently in-depth knowledge and reference relevant marketing management theories/concepts. Generate a variety of ways of tackling a selected problem and identify options that have a chance of success in the organization under consideration.
• Identify quantitative and qualitative “information gaps”, and the relevant sources needed to fill such lacunae. Prepare and use IT to aid efficient searching, evaluation and selection of information, exploring alternative lines of enquiry where appropriate. Present information effectively, including evidence to support your conclusions. 
• Identify and critically assess in a comprehensive fashion the current marketing strategies employed by the organization in its market. Evaluate and synthesize information from different sources, theories and principles, and communicate relevant information effectively, and with accuracy. Put forward relevant and robust strategic recommendations for the organization. 
• Critically analyse the effectiveness of your strategy, including factors that had an impact on the outcomes, and identify ways to take the firm/organization forward, and ways of further developing problem solving skills

Format for submission

The word limit is2,000 words excluding cover page, references in the bibliography and the appendices. Your cover page must have your full name and ID number.

All work should be word processed using either Times New Roman or Ariel font, with line spacing of 1½ and justified.

References must include academic sources.

No more than 50% of references may be from the internet.

Assignment Detail

Assessment 2:  Individual Marketing Plan Report

Marketing Plan for Toyota Prius (ARAB)

The Marketing Plan Task:

Over the years, the Toyota brand has been managed by the Saud Bahwan Group(SBG) in Arab, who continue to build on the brand by ensuring that it does not only excel in product excellence, but also in customer satisfaction. Toyota is now considered to be one of the most trusted brands in Arab.

In keeping with its brand promise of ‘exceeding customer expectations’, Toyota has introduced an innovative and class-leading Hybrid sedan, the Toyota Prius, spearheading a new era in hybrid technology across the Middle East.

As a Marketing Consultant, you have been approached by the CEO of the Saud Bahwan Group (SBG) to develop a Marketing Plan for the Toyota Prius Brand which will enable the company to achieve even better customer satisfaction over the next three years.

To help with the development of your Marketing Plan Task, you have been provided with a case study generated from recent articles on Toyota in Arab.

Your Marketing Plan must include the following:

·    Executive Summary

·   Introduction and objectives – Your introduction should include relevant background information on Toyota in Arab.

·   Current market and company situational analysis, including the competition (apply Porter’s Five Forces model), consumer behaviour, SWOT and/or PEST analyses.

·    Market Segmentation- this should emanate from your market situational analysis. You must identify current and possibly new market segments for Toyota Prius

·     Marketing Plan Objectives – must be specific and realistic. Apply the SMART Rule.

·    Marketing mix strategy recommendations-   Note that you will need to recommend your marketing mix strategy for Toyota Prius. Your recommendations should stem from the market and company situational analysis. Your strategy recommendations must be relevant to the segments identified in your market situational analysis. You are also expected to use relevant strategic marketing planning tools to inform your recommendations.

·   Evaluation and Control – how would the plan be monitored? What tools would you employ? Consider the Key Performance Indicators (KPIs).

·  Budget-  provide a costing for each of your marketing mix strategy. I do not expect you to come up with specific figures, but your costing should be based on research.

Additional Guidance on the Marketing Plan Report

1. Objectives – objectives need to be SMART but it is unnecessary to explain in detail how smart they are.
2. The balance between market analysis and the actual planning/actions– ensure that your submissions are balanced with regards to analysis and planning. For example, do not use a lot of space summarising the analysis, at the expense of setting objectives and planning objective-specific marketing strategies and tactics.
3. Vagueness – planning needs to be very specific; stating that you will use ‘social media’ for promotion because it is the ‘most efficient tool’ is not enough. You need to explain the social media tool (s) – what they are, why you are using them and how you would use them.
4. Academic content – you are expected to apply models, and not just describe or define them. For example, your SWOT or PEST analyses should not read like textbooks in which you explain what SWOT or PEST are – this is essentially incorrect. You need to apply them and not describe them.
5. Executive summary – an executive summary should be written in a way that allows the executive who reads it to know what the problem is and how it is to be solved. Essentially, it is a summary of your problem statement, objectives and how to achieve them (i.e. how to solve the problem).
6. Secondary data use – Analysis should be supported with secondary data (from the literature). You should demonstrate wider reading and acknowledge the sources of your information, both in the main body and in your bibliography. Avoid making very bold but not substantiated statements, such as ‘the only motor car company’ in Oman’ or ‘massive campaign’ or ‘massive customer segment’. Give numbers if you think the segment is large and compare it to other segments to give an idea of the size of it. Worth noting that your product offerings must relate to your chosen segments.
7. Presentation and structure – to achieve an excellent grade, your presentation needs to be immaculate – this includes numbering tables, referencing correctly etc. Do not present a lot of data and information in tables as appendices. Data or statistics that refer directly to your discussion in the main body, should be presented in the main body. Tables and figures – tables and figures need to be numbered and each should have a title that is self-explanatory. Your analytical content must be high, demonstrating critical thinking and the ability to apply relevant marketing concepts (refer to the marking criteria).
8. Word limit – 2,500 words.This will exclude your references in the bibliography, the appendices, and the cover page. Please, note that your cover page must have your Full Name and ID Number.

New Assessment Regulations

In response to student feedback the University has revised the regulations that govern how your work is assessed, by introducing the use of a percentage scale to replace the previous letter grades.

More information for students is available on BREO, in the “Assessments Information for students” community.

The full regulations are available at: http://www.beds.ac.uk/aboutus/quality/regulations

  

The table below shows the percentage points to which grades  are  mapped.

Grade	Percentage Points
A+	80 - 100
A	75 -79
A-	70 -74
B+	67 - 69
B	64 - 66
B-	60 - 63
C+	57 - 59
C	54 - 56
C-	50 - 53
D+	47 - 49
D	44 - 46
D-	40 - 43
E	35 - 39
F	25 - 34
F-	1 - 24
G	0

Marking Criteria for the Marketing Plan Report

To obtain an A grade you must:

• Demonstrate a thorough understanding of the task for the Marketing Plan
• Display knowledge of the concepts/theories involved and an ability to apply them effectively.
• Provide evidence of further reading, including academic journals.
• Demonstrate the ability to select critical aspects of the plan, evaluate them and communicate the conclusions and  strategic recommendations effectively

To obtain a B grade:

• Show a clear understanding of the tasks for the Marketing Plan
• Display knowledge of most of the concepts/ theories involved and an ability to apply them effectively.
• Provide evidence of wider reading.
• Demonstrate the ability to select critical aspects of the plan, evaluate them and draw sound conclusions and strategic recommendations.

To obtain a C grade:

• Show an adequate understanding of the tasks for the Marketing Plan
• Display knowledge of some of the concepts/ theories involved and an ability to apply them.
• Provide evidence of some wider reading.
• Demonstrate the ability to select key aspects of the plan and provide analysis of these.

To obtain a D grade:

• Show some understanding of the tasks for the Marketing Plan
• Display knowledge of some of the concepts/ theories involved and an ability to apply them.
• Provide evidence of some wider reading.
• Demonstrate the ability to select key aspects of the plan and provide analysis of these.

To obtain an E grade:

• Made an attempt to complete the tasks of the Marketing plan
• Display little knowledge of the concepts/ theories involved.
• No evidence of academic reading.
• An inability to recognise the key aspects of the plan.

To obtain an F1/F2 grade:

• Work of little academic merit.

To obtain a G grade:

• Work of no academic merit.
• No attempt.

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