(Helen/Gbike) Please follow all Interim Assignment Tips and student want Plagiarism report. Interim Assignment Tips. These are tips and suggestions for you to include into your work. They are here to...

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(Helen/Gbike) Please follow allInterim Assignment Tips and student want

Plagiarism
report.





Interim Assignment Tips.


These are tips and suggestions for you to include into your work. They are here to help and guide you. There may be other things you could include and you may choose not to include all of these points.



Submission Deadline


This assignment is due for submission week 9- please see the brief for the exact date.


This is the deadline for submission on Turnitin. But we still need to see drafts during week 8, so that we have enough time to focus on the final coursework in lectures.



Task one


You are working as a marketing consultant and have been asked to undertake research into the promotional tactics of a UK based company from the list provided.


Any other company will be scored at 0.


Information is required on the practical promotional mix policies undertaken by the company. Your research should form part of a portfolio and could take the form of videos, written summary, website screenshots, use of social media, advertising billboards and promotional campaigns.



(60 marks)


N.B- It is strongly advised that you prepare a brief background of the company including:


What type of products/ services does it sell, how many and type of bricks and mortar locations (if relevant), where are they based, prices, market share, number of employees, turnover, and sales?
Not a history- No information more than 2-3 years old.



Task one assessment criteria:


Knowledge of relevant literature that would permit an understanding of affective marketing solutions. This will take the form of strategies and tactical plans that are supported by a sound information base.


The ability to use creative marketing skills and knowledge in a practical and applied situation. The work should demonstrate intellectual originality and imagination.



Points to consider:



Task one:


The task requires you to be creative and use your marketing knowledge and skills so that the portfolio gives a broad picture of the promotional techniques used by the company in a practical and tactical manner.


A range of research needs to be undertaken.
This is a creative task so there are few set boundaries to what you should include in your portfolio. However, note that the task is worth 60 marks and is therefore equivalent to approximately 1,800 words.



An example of headings you could use for Task One:



1.0

Introduction


1.1
Background/ overview of Company X
(maximum of 250 words)



2.0

Promotional Mix and Activity of Company X


2.1 Advertising (where and how do they advertise? what are the messages/ target audience/positioning/ brand signals etc.)


2.2 Public Relations and Publicity (what are others saying about the company in the mainstream and industry press and third party media channels? What press releases has the company issued?)


2.3 Sales Promotion (what sales promotion tactics is the company using i.e. discounts/ loyalty schemes, flash sales, etc.)


2.4 Events and experiences- (What activities and programmes does the company sponsor? is the company undertaking any CSR? / are they sponsoring community groups/ events? why do you think they do this?)


2.5 Personal Selling (How are staff members used to promote the company)


2.6 Direct Marketing (sign up to their newsletters/ mailing lists- what promotions do they send you?)


2.7 Interactive Marketing. Note this differs from online marketing is the sense that it has an emphasis on interactivity between the company, its consumers and other stakeholders.


(what is happening online through owned, paid and earned channels to engage with consumers and other stakeholders?)


2.8 Word of Mouth Marketing (Is there evidence of testimonies? What are others saying about the company? There is some crossover with earned channels from 2.7, above so avoid duplication)


2.9 Social Media Marketing- (How is the company utilising social media? What types of messaging/ conversations are taking place and how does this reflect/ reinforce positioning and brand personality?)




***
Task one is a portfolio so lots of well-presented/ referenced images to illustrate what you are writing, with links to, and diagrams of, taught models and theory.
Remember:



a) Describe what you discover



b) Analyse why the company has done this and the likely/ intended impact



c) Link findings to taught theories





There are a number of research techniques you could use.



A) Bricks and Mortar location.
You must provide evidence of this. Prepare a write up of the promotion mix techniques your chosen company is doing within its physical spaces. Layout, service, special offers, new launches, waiting times, enhancement of sales, staff, atmosphere, music, physical evidence. You could support with photographs etc. You should refer back to some theories from classes-


Does the company follow Porter’s strategy of cost, differentiation, or a mix of both?


What CRM is being used? Who are the company’s STP efforts aimed at? Where does it position itself in the market?
This list is not exhaustive.



B) Away from store. Prepare a write up of the promotion mix techniques your chosen company is doing away from any of its physical locations. Comment on advertising campaigns – TV, radio, billboard, etc. What is the message, who are they targeting? Support with photos, screenshots of stills from videos etc.



C) Digital-
Prepare a write up of the promotion mix techniques your chosen company is doing digitally. Screenshots and analysis of the website. Is it interesting, colourful, easy to navigate? Do they use social media platforms? Are there any online reviews of the company, from customers?



D) Press/ industry analysts/ regulatory bodies/ umbrella groups. Prepare a write up on what outside agencies are saying about your company’s performance.



Alternatively you could use the headings A-D, above, to layout your work rather than the first layout example.


Whichever option you use, you MUST research all elements of the promotional mix to identify which ones the company uses.



Remember, however you organise your findings:



a) Describe what you discover



b) Analyse why the company has done this and the likely/ intended impact



c) Link findings to taught theories




NB: You could try to highlight how the company applies the two theories that
you do not use in task 2, in your task 1 answer.




(Maximum of 1800 words)



Task two:


As part of the promotional mix portfolio, you must support your practical work with a formal report. This report should apply the theoretical aspects of the promotional mix used in your chosen company and evaluate the effectiveness of these tactics.



(40 marks)



Task two assessment criteria:


Knowledge and understanding of the theories applied to past and current marketing management concepts. This knowledge needs to be used to critically appraise the way in which marketing theory relates to marketing practice. The ability to express theories accurately and in and sound structure. Learning resources must be effectively managed and show a high degree of exploration.



Points to consider, Task two:


The report could include, for example, how the company applies the AIDA model, above and below the line activities, the communications process and push and pull strategies. You need to evaluate how effectively these strategies have been implemented


Apply 2 of the following marketing theories to your retailer and critique how effectively they have been implemented.


Ø
AIDA


Ø
Above / below the line


Ø
Push and pull strategies


Ø
The communication process.


An
evaluation of the effectiveness
of these tactics is required.


Choose 2 of above. Equal marks for each, so around 600 words. Support with diagrams, charts etc. to bring your theory to life. Apply and evaluate effectiveness (KPI data will help to prove how effective these efforts have been).
If you cover more than two only the first two will be marked and are likely to lack detail so will probably attract fewer marks.


An example of headings you could use for task two:



Task Two


1.0
Model 1
(i.e. AIDA)


1.1
Definition of model
(include a brief summary and diagram of the model)


1.2
How company X applies the X model
(take a campaign/ advert/ series of social media posts and discuss how they reflect the model you have selected).


1.3
Evaluation of effectiveness
(i.e. company KPI data/ social media comments, likes, shares)


(Maximum of 600 words)


2.0
Model 2
(i.e. Communication model)


2.1
Definition of model
(include a brief summary and diagram of the model)


2.2
How company X applies the X model
(take a campaign/ advert/ series of social media posts and discuss how they reflect the model you have selected).


2.3
Evaluation of effectiveness
(i.e. company KPI data/ social media comments, likes, shares)


(Maximum of 600 words)







Answered 18 days AfterFeb 19, 2021

Answer To: (Helen/Gbike) Please follow all Interim Assignment Tips and student want Plagiarism report. Interim...

Nishtha answered on Feb 27 2021
144 Votes
STUDENT ID NUMBER:
PRINCIPLES AND PRACTICES OF MARKETING
(MOD003507)
Table of Contents
Task One    3
1.0 Introduction    3
1.1 Background of Ford    3
2.0 Promotional Mix and Activity of Ford    3
2.1 Advertising    4
2.2 Public Relation and Publicity    4
2.3 Sales Promotion    5
2.4 Events and Experiences    5
2.5 Personal Selling    5
2.6 Direct Marketing    6
2.7 Interactive Marketing    6
2.8 Word of Mouth Marketing    7
2.9 Social Media Marketing    7
Task Two    8
1.0 Model 1: AIDA    8
1.1 Definition of AIDA Model    8
1.2 How Ford Applies AIDA model    8
1.3 Evaluation of Effectiveness    9
2.0 Model 2 Communication Model    10
2.1 Definition of Communication Model    10
2.2 How Ford Applies Communication model    10
2.3 Evaluation of Effectiveness    11
Re
ferences    13
Task One
1.0 Introduction
1.1 Background of Ford
A manufacturer of American-made automobiles, Ford Motor Company is an industry leading car manufacturer industry. The brand image of Ford is built around with a rich heritage and credibility that customers respect as a rugged, reliable and American-made vehicle. Over the past few decades, Ford Motor Company seems to have been immensely popular in American and international, making and selling quality cars, passenger trucks and vehicles in line with any of these expectations.
Over recent years, nevertheless, Ford has found a difficult challenge, adjusting to and changing with the digital world. As mentioned by Kozlovskyi et al. (2018), from over past three years, Ball Busters has established the decision issue of declining sales and market share and subsequently developed research issues that seek to help us understand parts of the business and the Ford brand itself that may have influenced these steps. The marketplace is both evolving and increasing and before making these decisions about the viability of our proposed plan, it recognised the value of analysing this changed climate.
On the deck of service, Ford attempts to distinguish the bid. "It has gone into a new customer service standard: "fix it exactly on schedule, the first moment. Ford also offers videotapes explaining how improvements have to be performed. As profits are poor and performance depends on a large number of sales and a mature industry, with low growth rates in the past, the small auto industry is a very competitive market. This has culminated in a short development life cycle of the product, as businesses have adapted to the demands and satisfaction of consumers through a number of modifications.
In addition, the loyalty of current clients has become an important feature. The economic crisis and the introduction of scrappage premium programmes have led to a change to smaller cars and an ex-tender consumer profile in recent years. In addition, one of the automotive market's most striking features is a greater emphasis on environmental aspects informed by the concept of sustainable development.
2.0 Promotional Mix and Activity of Ford
The marketing combination (4Ps) of Ford Motor Company supports the ability of the business to communicate with its target customers. The marketing mix relates to tactics used to enforce a marketing strategy. The target audience, in Ford's case, is widely diverse and covers the global economy. As such, the market segmentation of the business is also extensive. The corporation is the second-largest automaker headquartered in the United States and the fifth in the world. A thorough marketing mix is crucial to sustaining its success in this role.
This marketing mix and associated tactics are also changing over time to make sure the success of Ford in achieving its worldwide market segments. As noted by Satyanarayana and Bhaskar (2020), the marketing combination of Ford Motor Company helps the company to meet its target clients worldwide. In order to balance the demand and industry climate of the organisation, this marketing mix and related strategic actions change with time. Ford incorporates traditional locations or venues being used for product distribution approach. This marketing mix factor focuses on the venues or places used to meet and sell to consumers. In Ford's case, the key locations used for production process are as follows:
· Dealerships with Stores with auto parts
· Website for Ford Parts
· Credit Company for Ford Motor
2.1 Advertising
The primary aim of advertisement is to motivate and help the sales team to inform the public of the product. Plays a significant role for a company since it uses it to advertise the brand or service and boost the reputation and revenue of the products. As stated by Powers and Choi (2019), advertising will only aid in the success of sales. To build a name for Ford of Europe, Ford began advertising with the 'Notice the Difference' strap line, advertising for Ford by sexually intended, exclusive images in newspapers.
2.2 Public Relation and Publicity
Public relationship refers to the non-personal correspondence of trend analysis, forecasting its effect, such as art and social science. The advisory leader and the proposed implementation represent the public and organisation. Then Ford to boot up their revenues by ads through to the support activities competition as well as other case.
At the latest, At the Wolfe Analysis Virtual Global Car, Auto Tech and Mobility Meeting, Jim Farley, CEO of Ford Motor Company, will speak. Farley will address key elements of Ford's strategy to turn around automotive activities and broaden key business fields, including electric cars and broaden the company's leading international commercial vehicle companies with a software package services that fuel loyalty.
2.3 Sales Promotion
The dealer makes a special product offer to attract the consumer and even increase sales. The example of customer-related special offers such as bonuses, coupon codes, pricing deals gifts for free. Any of the distributors and merchandisers will receive various promotional deals, such as displays of points of sale. These deals ensure that the distributors and merchandisers use the correct approach to advertise the item. In order to advertise the latest items that will boost revenue, Ford has adopted a very effective way of promotional sales. In order to meet sales targets by offering exclusive incentives to consumers, Ford has divided customers into various categories.
2.4 Events and Experiences
Ford has taken constructive steps, such as enhanced monitoring protocols and internal quality control, towards strengthening its internal processes. The organisation made a strong commitment to consumer protection, environmental protection and the respect of stakeholders. This contributed to its four-time selection as the most ethical business in the world. These conclusions are focused on an extensive study of the social justice, creativity, openness, connectivity, citizenship, corporate governance and business practises of Ford's social responsibility activities.
Via greener operating processes, one significant way Ford has implemented sustainability is. Ford has now fitted six of its plants with machined surface capabilities, for example. Dry Machining Process as required, lubricates the instruments used during the processes. The typical way to lubricate the instruments is to flood the tools with fluids that waste water. Ford however has committed to the Better Construction Challenge...
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