Transcript
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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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: en y e o ec ves o eselected business, based on a detailedmarket analysis
n SWOT: Strengths, Weaknesses,opportunities, Threats
n PEST: Political, Economic, Social,
Technologicaln Merit & Distinction targets? The above
PLUS...
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: en y e o ec ves o eselected business, based on a detailedmarket analysis
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.html8/14/2019 U27 kickstart
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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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AO4: recommend an eMarketing strategy bywhich the objectives of the selected businesscan be met
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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AO4: recommend an eMarketing strategy bywhich the objectives of the selected businesscan be met
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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