VERSION 1 – XXXXXXXXXX CIM Level 6 Diploma in Professional Marketing/CIM Level 6 Diploma in Professional Digital Marketing Marketing & Digital Strategy (2210) July 2021 Assignment The assignment...

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Digital and marketing strategy (organization to be used is Penguin marine services and logistics - Ghana)
VERSION 1 – 27.11.20



CIM Level 6 Diploma in Professional
Marketing/CIM Level 6 Diploma in
Professional Digital Marketing

Marketing & Digital Strategy (2210)

July 2021
Assignment

The assignment comprises TWO compulsory tasks

Task 1 is worth 50 marks

Task 2 is worth 50 marks

Total marks available – 100 marks



















© The Chartered Institute of Marketing 2020


Marketing & Digital Strategy (2210) – July 2021
VERSION 1 – 27.11.20 Page 2 of 10
Before you begin your assignment
How to choose your organisation

Your chosen organisation could be the one you work for, one for which you are acting as
a consultant, or another organisation of your choice.

You need to apply your learning to all of the tasks in this assignment. It is important,
therefore, to choose an organisation that you are familiar with, and where there is
sufficient scope for exploring one of the themes in the detail required.

How to choose an appropriate theme

The themes relate to marketing approaches which any organisation may face. You should
select a theme which fits with activities/plans that your chosen organisation has adopted,
or could adopt. You need to select the theme you are most comfortable with and where
you will be able to access relevant information to address the tasks.

You will be required to justify why you have selected your theme in the organisation
summary.

Before settling on a final choice of theme, please go through all of the tasks and sub-tasks
to make sure that you will be able to apply them to your chosen organisation, in terms of
the information you have available to you. Time spent at this selection stage will be well
invested.

You will need to select ONE theme to base all tasks within the assignment.

Finally, discuss your choice of theme and its suitability to your chosen organisation with
your tutor, and maybe some of your study partners. It may also be advantageous to
select a theme which helps to develop your personal skills and enhance your career
development, where possible.

Please ensure that you clearly identify your chosen theme on the front cover of
your assignment and in your organisation summary.

How to approach each sub-task

It would be helpful to have access to the module specification, when reading this section,
which can be found on the MyCIM student portal: https://my.cim.co.uk/

This assignment is assessed against the learning outcomes for the module, which are
found in the module specification and at beginning of each task. Assessment criteria (AC)
are listed under each sub-task; these represent the syllabus areas that are the focus of
that sub-task.

The last column of the syllabus in module specification shows the indicative content,
which is designed to demonstrate the scope of those assessment criteria, and therefore
the areas of theory, knowledge and application that you may consider building into your
assignment.


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Marketing & Digital Strategy (2210) – July 2021
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It is acknowledged that variations in chosen organisations/themes could result in
differences in the scope of indicative content being covered by your assignment.
Therefore, you do not have to address all of the indicative content. You should select the
content that is appropriate to your chosen organisation, theme and data.

Note also that the indicative content is not an exhaustive or definitive list and can just as
easily cover other aspects of both practice and theory, including those processes and
procedures used by your chosen organisation.

Good practice guidelines for assignment production

The maximum page/word count is intended to assist candidates in producing a
professional business document of an appropriate length that can be used in the
workplace. The assignment should be written in a professional tone and should only
contain relevant material that directly contributes towards answering the task.

The tasks will indicate any specific format requirements, and it is expected that
assignments will be presented accordingly.

Further information on format style, fonts requirements and guidance on page/word count
can be found in the Student Assignment Submission Guidelines located on the MyCIM
student portal: https://my.cim.co.uk/

This assignment has been developed so that it can be applied to organisations of all sizes
and sectors. Where candidates feel that applying the assignment to their organisation
requires taking a creative approach to the concept and theoretical principles explored, this
is acceptable following discussion with their tutor. Where this occurs, the approach taken
and the reasons for that should be outlined within the organisation summary.

It is good practice to acknowledge all sources/methodologies/applications using the
Harvard referencing system. Details of how to reference can be found in the Harvard
System of Referencing guide on located on the MyCIM student portal:
https://my.cim.co.uk/

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Marketing & Digital Strategy (2210) – July 2021
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Themes
As Marketing Manager, you have been asked by the Senior Management Team (SMT) to
create a 3-year marketing plan that will support the organisation to meet its objectives for
growth or sustain its current market position.

Theme 1: Market Penetration

The SMT has asked you to take responsibility for delivering a strategic marketing plan
with the objective of creating growth or sustaining existing revenue through more
effective market penetration.

You are expected to begin with an in-depth audit of the organisation, which should
critically evaluate the current situation. Following on from this, and using the outcomes of
the audit, you are to prepare a strategic marketing plan, with the aim of achieving the
objective for your chosen organisation.

Finally, you are required to justify the content of your plan in the context of your
organisation’s goals, its market sector and current situation, and relevant theoretical
frameworks and concepts.

Theme 2: Market Development

The SMT has asked you to take responsibility for delivering a strategic marketing plan
with the objective of creating growth or sustaining existing revenue through market
development.

You are expected to begin with an in-depth audit of the organisation, which should
critically evaluate the current situation. Following on from this, and using the outcomes of
the audit, you are to prepare a strategic marketing plan, with the aim of achieving the
objective for your chosen organisation.

Finally, you are required to justify the content of your plan in the context of your
organisation’s goals, its market sector and current situation, and relevant theoretical
frameworks and concepts.

Theme 3: Product/Service Development

The SMT has asked you to take responsibility for delivering a strategic marketing plan
with the objective of creating growth or sustaining existing revenue through
product/service development.

You are expected to begin with an in-depth audit of the organisation, which should
critically evaluate the current situation. Following on from this, and using the outcomes of
the audit, you are to prepare a strategic marketing plan, with the aim of achieving the
objective for your chosen organisation.

Finally, you are required to justify the content of your plan in the context of your
organisation’s goals, its market sector and current situation, and relevant theoretical
frameworks and concepts.


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Marketing & Digital Strategy (2210) – July 2021
VERSION 1 – 27.11.20 Page 5 of 10
Theme 4: Diversification

The SMT has asked you to take responsibility for delivering a strategic marketing plan
with the objective of creating growth or sustaining existing revenue through
diversification.

You are expected to begin with an in-depth audit of the organisation, which should
critically evaluate the current situation. Following on from this, and using the outcomes of
the audit, you are to prepare a strategic marketing plan, with the aim of achieving the
objective for your chosen organisation.

Finally, you are required to justify the content of your plan in the context of your
organisation’s goals, its market sector and current situation, and relevant theoretical
frameworks and concepts.

Key things to remember once you have made your choice of organisation and
theme
• Although this is a practitioner-based assignment, the use of key concepts and theories
to support your response is a key part of building your argument. Relevant theory
should be used, but where there are no ‘preferred
Answered 60 days AfterApr 30, 2021

Answer To: VERSION 1 – XXXXXXXXXX CIM Level 6 Diploma in Professional Marketing/CIM Level 6 Diploma in...

Shubham answered on May 29 2021
84 Votes
DIPLOMA IN PROFESSIONAL MARKETING MARKETING AND DIGITAL STRATEGY (JULY 2021)
    
CHOSEN THEME – MARKET PENETRATION
    
    [MEMBERSHIP NUMBER – 40078884]
     WORD/PAGE COUNT
TASK 1A – 2 pages
TASK 1B –F - 10
TASK 2 –
Table of Contents
Executive Summary    3
Task 1    4
(a) Background of the Organisation    4
Key customer segment    5
Marketing Plan    6
(b) Strategic Audit (AC 2.1, AC 2.2)    6
(c) Marketing Objectives (AC 3.1)    11
(d) Strategic Options (AC 3.2, AC 4.1, AC 4.2)    12
(e) Implementation of Strategy (AC 5.1, AC 5.2)    15
(f) Performance Measurement (AC 6.1)    16
Executive Summary
Penguin marine services and logistics is an indigenous Ghanaian owned marine survey and logistics company with great experience in maritime with highly experienced qualified personnels.it has 4 co- founders and has a substantial cl
ient base from 2018. The organisation operates in three countries thus Ghana, Indonesia and Singapore.
Our vision is to be a premium marine company and prefe
ed business partner across the world. Our mission is to provide professional, flexible and cost effective solutions to our clients.
The strategy of Market Penetration of the organisation is discussed to help the organisation penetrate through the markets of M
Task 1
(a) Background of the Organisation
Introduction to the Company
Penguin Marine Services and Logistics is the organisation selected for the assignment. It is three-year-old company located in Ghana. The Marine Survey and Logistics Company has substantial experience in maritime industry with highly accomplished and consummate staff. It was incorporated on 14 Feb 2018.
The former names of the organisation were Reyam Asia PTE. Ltd. and Marlin Industrial Services PTE. Ltd. Captain Joseph Okyere, Captain John Coffie, Mr Francis Korsah and Mr Peter Asante are co-founders of Penguin Marine Services and Logistics. There are four (4) offices of the company located worldwide. Two (2) offices in Ghana that is in Tema and Takoradi and other two (2) located in Singapore and Indonesia respectively.
As mentioned by Bones, Hammersley and Shaw (2018), the core values of the organisation includes service, diligence and reliability, integrity as well as customer value. With the help of experienced and highly professional team, we are determined
· to deliver quality services to the customers.
· To provide cost effective and efficient services we give extra care and attention to every small details.
To be trusted is big responsibility and despite the complexity of various services, we make it a point to deliver right quality work with focused approach. The compliance with ethical and moral values is of foremost importance. Customer values are sole reason for its existence thus satisfying their interests and building long-term relationships is for what company strives.
Products and Services
The services offered by Penguin Marine Services and Logistics are:
· Marine survey - Marine survey includes draft survey, on/off hire survey and condition survey.
· Marine/Cargo inspection - Marine inspection includes pre-shipment inspection and container inspection (Gupta, 2018).
· Marine monitoring - Marine Monitoring is done by supervision of loading and discharging, tallying and terminal management.
· Oil services - Oil services consist of measurement surveys, Inert gas operations, Loading / discharging operations
· Cleaning services - Cleaning services where vessels are well cleaned once the vessel reach the shores.
Competitors
The key competitors are Mass Logistics Ghana Ltd., BenMarine Services, Dynamic Maritime Limited, Logical Maritime Services Limited, CAGL Logistics in TEMA, Ghana whereas Swiss Marine Surveys and Logistics, Bethel Logistics Company Limited are at national level.
Stakeholders
The company has numerous internal and external stakeholders including its employees, suppliers, clients, major corporations that patronizes its services.
The company has corporate shareholders and individual shareholders. The founders (owners), board of directors, Managing Director, marketing manager, business development manager, information technology manager, finance manager, legal head, the front desk executive and other staff all constitute the internal stakeholders of Penguin Marine services and logistics. These individuals can influence and can be influenced by the success or failure of the organisation.
The various clients, intermediaries, competitors, customers, suppliers and the government make up the external stakeholders since the actions or activities of the company do not influence them and they do not participate in the day to day activities of the organisation.
Key customer segment
The customer base includes companies who provide supply chain solutions, transportation intermediaries, government agencies, corporations operating at global level in consultation and research drive services, manufacturers dealing in export and import of products.
Theme of the Assignment and Rationale for Choosing It
The theme chosen for the assignment is Market Penetration. Market penetration can be used by the organisation to develop strategies that can be employed to increase the market share of our services. This will help us understand the potential market and once we realise there is a large market, then we are encouraged that we can gain market share or percentage as new entrants.
The selection of market penetration as a theme for this assignment was done majorly for three reasons. It was done because market penetration is used by organisations to develop strategies, which can help the companies to increase their market shares. Thus, market penetration helps to identify the potential markets for the chosen company Penguin Marine Services and Logistics. Secondly, this theme would help to find that how much the services of the company are prefe
ed by customers as compared to total estimated market for such services. It means that entering into an existing market with product or services, which already being offered by competitors. Thirdly, market penetration can give some innovative ideas to the company in order to extend its business operations in the potentially fertile countries, where it can increase its profit percentage.
Marketing Plan
A marketing plan which is also refe
ed as the marketing mix outlines the marketing strategies which the organisation would deploy within a three-year time period for accomplishment of its goals.
(b) Strategic Audit (AC 2.1, AC 2.2)
Internal and External Environment
In the audit process, it is important to collect data at internal and external environment. Internal data is collected from finance, maintenance, operations and personnel departments, which is more valuable for the organisation. External data is extracted from market, competitors, surveys, feedback and statistics. It helps to understand the competition as well as characteristics and patterns of the customer base (Sislian and Jaegler, 2018).
Research Methods
The online auditing is done to update the information about company, which is inco
ect in the records. This is done by covering business directories of various industries where business could be listed without information and details of company are not present or updated. It limits the effective research to potential customers. With this, the alignment of
and and products is done to make it distinguishable and easy to identify. Then, the addressing of negative reviews and comments is done so that the credibility of the business can be managed (Sislian and Jaegler, 2018).
Marketing Research
To understand the market perception of the Penguin it is important to do market research. It will help to align the action with image and prevent i
egular rise in cost. Market research includes both types of research primary and secondary. I
espective of the size of budget Penguin have, secondary research is essential (Almohtaseb et al. 2017).
Macro and Micro Environment Analysis
Microenvironment Factors
Macro analysis is done by evaluating external environment conditions through PESTEL analysis.
Intelligence and scanning of changing market conditions. Business and competitive...
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