u27 kickstart

8/14/2019 U27 kickstart

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Unit 27 OCR Nationals LEVEL 3Kick Start


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Well you asked...

nThere are no Model Assignments forany of the Units beyond thecompulsories, so this is me looking at

the content and trying to makesomething fit.

n If you can think of something better,do let me know!

n In the meantime...


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Scenario

n WHSmith Ltd has been historically avery successful high-street trader inthe UK. More recently the business

has struggled, and they have hired aresearch team to investigate howtheir competitors have gained somuch market share.


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can benefit businesses &marketingn Identify ONE of the companys

competitors, examples listed below,and investigate how eMarketing has

helped that organisation gain marketshare over the past 5 years.n Competitors:

nAmazon.co.uk; booksonline.co.uk,

tesco.comn Focus on the 7Ps in your response

n HINTS TO HELP FOLLOW...


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can benefit businesses &marketingnThe 7 Ps are:

n PRODUCTn Function; quality; appearance;

packaging; brand; service; support;

warranty

n PRICEn List price; allowances; discounts;

financing; leasing options; allowances

n PLACEn Locations; logistics; channel members;

channel motivation; market coverage;service levels; Internet and cellularphone


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AO2 Present clearly to an audience (ME) theadvantages & disadvantages of specifictactical e-tools

n Design a presentation to be given inclass identifying the benefits anddrawbacks of the use of tactical e-

tools, ideally using your chosencompany for examples.WHAT?Website useOpt-in email listsBanner adsVirtual exhibitions

WHERE

Cellular phones/services (WAP)Interactive TV

Digital radioKiosks internet/email/ hone/ATM

Oh yeah you actually have to present this one Ill record it!


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WHSMITH LIMITED

Now the rest of the Unit focuses on


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: en y e o ec ves o eselected business, based on a detailedmarket analysis

n Conduct research into the business ofyour choice identifying theobjectives (go a bit further thanmaking money, OK?) Explain which

organisation youve picked, givesome background...

n PASS: use SWOT, PEST or marketing

modelsn MERIT & DISTINCTION: use SWOT,

PEST & marketing models (detaildecides level)

n HINTS TO HELP FOLLOW...


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n SWOT: Strengths, Weaknesses,opportunities, Threats

n PEST: Political, Economic, Social,

Technologicaln Merit & Distinction targets? The above

PLUS...


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MERIT & DISTINCTION ALSO INCLUDE:n Porters 5 Forces: Threat of

competition from new organisations,

supplier power, buyer power,availability of substitute products,other existing competitors

n

Marketing models such as Boston,Ansoff, Product Life Cycle

n

AO4 d M k ti t t b
http://marketing.byu.edu/htmlpages/courses/693r/modelsbook/chapter6.htmlhttp://www.learnmarketing.net/ansoff.htmhttp://www.tutor2u.net/business/marketing/products_lifecycle.asphttp://www.tutor2u.net/business/marketing/products_lifecycle.asphttp://www.learnmarketing.net/ansoff.htmhttp://marketing.byu.edu/htmlpages/courses/693r/modelsbook/chapter6.html


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AO4: recommend an eMarketing strategy bywhich the objectives of the selected businesscan be met

n Put together a research paper thatexplains how the organisation coulduse eMarketing to meet itsobjectives.

n Include details of all researchsources used

n

n HINTS TO HELP FOLLOW

AO4 d M k ti t t b


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nJust to get a look-in at grades youneed to look in detail at strategiessuch as:n

STOPnSEGMENTATION (how the market is

partitioned)

nTARGET MARKETS (what target marketsare chosen and who is the idealcustomer)

nOBJECTIVES (strategy has to fulfil them,right?)

nPOSITIONING of the product/service andthe overall proposition

AO4 d M k ti t t b


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n

SITn STAGES (is there a sequesnce or set of

stages?)

n INTEGRATION (does it all fit togethersmoothly)

nTOOLS (on the Net, IDTV, WAP...)nTAC

nTACTICS (what are we doing? When? Forhow long? e.g. Gantt charts)

n ACTIONS (details of the tactics)

n CONTROL (monitoring, measuring,feedback)

n

n

Good grief is this what you Business


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AO5: Make detailed proposals for the contentof a website for the selected business

nThis DOESNT have to be a fully-functioning website!n Could be:

nHand drawn screens of information(storyboards)

nSlide presentation with hyperlinks

nDTP documents

n

An actual websitenNB INCLUDE MEDIA OBJECTS Flash/

rollovers/multimedia bits & pieces...)


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AO6 Present a rationale for the proposedeMarketing strategy for the selected business

n In presentation format justify how yourstrategy:n Meets customers needs

n

Generates customer interest &interaction

n Will benefit the performance of thebusiness

n Grade details over...


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AO6 Present a rationale for the proposedeMarketing strategy for the selected business

n Pass some consideration of business& customer needs

n Merit strategy includes illustrative

examples and links to business &customer needs

n Distinction strategy includes

explanation of illustrative examplesand clearly meets the needs ofcustomer and business.


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The (not so) small print

nThe final, final, FINAL, FINAL deadlineis

5PM FRIDAY

JANUARY

15TH

2010n Do NOT even think about asking for an

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