Questions• Question1• A) RLL have conducted a number of interviews to investigate the possibility of

introducing a new chocolate based drink to its range. The company has asked for your help in analysing this interview data. You are required to carry out a

process of data reduction on this interview data using any appropriate method of your choosing (you may wish to consider using the “large sheet of paper”

method). The interview data is presented in Document 6.

(15%) b) What advice could you give the company about marketing to its customers?

(15%)• Question 2

Using the RLL case study, carry out the following audits( 30% )– Customer audit– Internal audit– Competitor audit– Macro audit

• Question 3Using a marketing planning structure, recommend a suitable strategy for RLL, explaining your choice fully.

(40%)

Report Writing –Title PageAllows the reader to identify the context in which

the report was written

Has details of:

Title of report

Your name or group name

To whom the report is addressed/the course it is submitted for

Date of report

Report writing –Introduction

The point at which the reader is oriented to the subject of the report. It should be more than the title restated

It should address the following questions:

- Why is the topic important?

- What was the remit of the report writer?

- What is the main argument of the report?

- On what evidence is the report based?

- How is the argument structured?

- What are the implications of the report

Report writing –

Main body of report

Usually contains a number of sections

Aim to develop arguments based on evidence tied to your conclusions

Use diagrams to support and clarify your case

Aim to make the main report as clear and interesting as possible for the reader

Refer to the more detailed analysis you have included in the appendices

Report writing –

Conclusions

1 Should follow on naturally from the arguments raised in the main report

2 Should contain no surprises or new material

Report writing –

Appendices (outside word count)

Contain detailed evidence for those readers who want more information or detail before they are convinced by your argument

Are more than a method of getting round a tight word limit!

Are often referred to by letters rather than numbers

Should only be included if they are essential

Report writing – Tips and hints

1 KISS – keep it simple!

2 Use diagrams where possible

3 Keep sentences short and sharp

4 Use bullet points where appropriate ( but not everywhere)

5 Avoid emotive or sensational language and slang

6 Avoid the use of ‘I’ and ‘We’

7 Check your spelling!

(1a) Large sheet of paper – V BASIC eg

Respondent- Age? Gender??

Do you drink hot drinks?

Why? Where do you shop for hot drinks?

1 Yes; Hot choc Indulgence Supermarket

2 Yes: Coffee Gives a Lift/stimulant

Work pool

3 Yes: Tea Don’t know/habit Someone else buys

(b) Internal Marketing Audit Checklist

MarketingStructures

MarketingSystems

Marketing Mix

Effectiveness

OperatingResults

(by product, customer,

geographic region

Strategic Issues

Analysis

OperatingResults

(by product, customer,geographic region

• Sales • Market share• Profit margins

• Costs

Marketing Mix

Effectiveness• Product• Price

• Promotion• Distribution

Strategic Issues Analysis

• Marketing objectives• Market segmentation

• Competitive advantage• Core competences

• Positioning• Portfolio

analysisMarketing Structures

• Marketing organisation• Marketing training

• Intra- and interdepartmentalcommunication

MarketingSystems

• Marketing information system• Marketing planning system• Marketing control system

7

Potential entrants

Suppliers Buyers

Substitutes

Industrycompetitors

Rivalry amongexisting firms

Bargaining

Power

Bargaining

Power

Threat fromnew entrants

Threat ofsubstituteproducts

(c) Competitor Audit - Micro Environment

2

(d) Macro - PE(E)ST/LE

• Political/Legal: Laws, Codes of practice• Economic: Growth, Unemployment, Interest

and exchange rates, Economic trends • Ecological/Physical Environmental: Global

warming, Pollution, Resources, Recycling • Social/Cultural: Changes in population, Age

Distribution, Household structure, Subcultures• Technological: New product and Process

Technologies, New Materials

2

Q3. The Marketing Planning ProcessBusiness mission

Marketing audit

SWOT analysis

Marketing objectives

Core strategy

Marketing mix decisions

Organization and implementation

Control

Audits Q2External: micro/macro

Internal Customer

Large sheet of Paper Q1a

What recommendations? Q1b

Q1

• A) Large sheet of paper is a table and should be in the appendix.

• B) is part of the customer audit and should relate to your findings from A above

Q3

• Outline marketing plan – Structure

• Situational Analysis Audits and assumptions• Marketing objectives• Marketing strategy• STP• Outline mix

– The issue here is to show the linkages between audits and answer –MUST follow logically and most of your word count should be here.