Task
Every product manager must look at its marketing in relation to the marketing mix. The marketing mix, often referred to as the 4Ps, is a means of assessing how to balance the elements of the mix in order to meet customers’ needs.
Normally, no two branded products are identical and therefore every organisation must decide on its own balance of the 4Ps to suit its consumers’ needs. Unfortunately there are many internal and external factors that will influence an organisation’s marketing mix. Key factors include the size of the business, the markets it operates in and available corporate resources.
In assessment 1, you are required to undertake secondary research into the current UK Soft Drinksmarket.As a result of this research, you will identify a product that is currently getting significantly worse reviews compared to its closest competitors.
Once you have agreed the product with your lecturer, you will (after applying a variety of marketing theories and concepts), concisely assess and evaluate (using material derived from secondary sources of information), the extent and nature of the current impact of external environmental forces upon the product. Using contemporary marketing theories/concepts, you will also be expected to critically evaluate the current marketing strategy being employed for your chosen product.
We will be particularly interested in seeing evidence of your ability to understand, assess and critically evaluatethe impact of five remote environmental forces/factors, namely: (1) economic, (2) social, (3) political, (4) technological, and (5) ecological factors (Pearce & Robinson, 2013).
NB. No two individuals are to use the same product for this assessment.You are normally required to communicate to your lecturer your chosen product during the class in week 4. If two students submit the same product,the first to submit will get their preferred choice.
Format for submission
This assignment should be submitted in a Marketing Report format. A pro-forma with key headings will be provided for you in BREO.
You are expected to use academic sources of information.
The sources of all figures and data included in your report must be clearly cited in their relevant places within your report, as well as in the reference section of the document.
Word limit: 1000 words (+/- 10%)
Extent of Collaboration Allowed
This is an individual assignment and therefore no collaboration with other individuals undertaking this assessment will be allowed.
Marking Criteria
Assessment 1
Maximum Mark
Knowledge & Understanding:
• Analysis of key issues/concepts/ethicswith originality and autonomy.
• Development of conceptual structures and argument making excellent use of scholarly conventions
• Demonstratingindependence of thought and intellectual rigour and consistency.
40% of the overall mark.
Intellectual (thinking), Practical and Affective Skills
• Analysis of key issues/concepts/ethics.
• Development of conceptual structures and argument, making consistent use of scholarly conventions.
• Research skills, independence of thought, intellectual rigour and consistency.
40% Of the overall mark.
Communication Skills:
• Clear and consistent report structure according to the instructions of the report brief.
• All sources clearly acknowledged and correctly referenced.
• Clear and consistent language and expression.
20% Of the overall mark.
TOTAL MARK
100%
GRADE
Feedback
Online feedback can normally be accessed via BREO/Turnitin, 15 working days after the assessment. Your mark / grade will not be communicated to you via TURNITIN; you will need to refer to your SiTs e-vision account. The mark/grade remains provisional until approved by the relevant examination board.
Assignment Support
Professional Academic Development:
The Professional Academic Development team offer study support to students at the University of Bedfordshire. Areas where PAD can help, in relation to this assignment, are:
• Structuring assignments
• Academic writing
• Critical thinking and analysis
• Avoiding plagiarism
• Time management and prioritising
• Reading
• Note-taking
• Researching and evaluating information
All students can access the PAD BREO site. This contains a wide range of helpful resources, including study guides, tip sheets and website links.Study skills workshops are run throughout the academic year at Bedford and Luton. These are normally free, run on more than one day and are open to all students. Full details can be found at: http://lrweb.beds.ac.uk/pad/workshops, or on the PAD BREO site.
All students are able to book a one to one tutorial with a PAD tutor to discuss their study skills or assignment feedback. If you would like to make an appointment, please visit your Student information Desk [SiD] or contact the PAD team:
http://lrweb.beds.ac.uk/pad
Bedford campus, Polhill Avenue: 01234 793081
Luton campus, Park Square: 01582 489202
Reading and Resources:
Subject –specific library guides are available in printed format in the LRC and on the Learning Resources web site http://lrweb.beds.ac.uk/guides/subjectguides. These guides tell you which resources are important for your particular course.