Marketing Plan and Principles

This assignment delves into the crucial role of marketing principles in shaping an organization's success. It examines how different marketing activities are influenced by strategic decisions and the proper application of marketing concepts. The analysis highlights the significance of various elements within the marketing mix and their contribution to a comprehensive marketing plan.

Assignment title M
a
rLO Learning
Outcome
Assessmen
t Criteria
In this assessment you will have the
opportunity to present evidence that shows
you are able to:
Task
no.
Evidence
(Page no)
LO1
Understand
the concept
and process of
marketing
1.1 Explain the various elements of the
marketing process
1.2 Evaluate the benefits and costs of a
marketing orientation for a selected
organisation
LO2
Be able to use
the concepts
of
segmentation,
targeting and
positioning
2.1 Show macro and micro environmental
factors which influence marketing
decisions
2.2 Propose segmentation criteria to be used
for products in different markets
2.3 Choose a targeting strategy for a selected
product/service
2.4 Demonstrate how buyer behaviour affects
marketing activities in different buying
situations
2.5 Propose new positioning for a selected
product/service
LO3
Understand
the
individual
elements of
the extended
marketing mix
3.1 Explain how products are developed to
sustain competitive advantage
3.2 Explain how distribution is arranged to
provide customer convenience
3.3 Explain how prices are set to reflect an
organisation’s objectives and market
conditions
3.4 Illustrate how promotional activity is
integrated to achieve marketing
objectives
3.5 Analyse the additional elements of the
extended marketing mix
LO4
Be able to use
the marketing
mix in different
contexts
4.1 Plan marketing mixes for two different
segments in consumer markets.
4.2 Illustrate differences in marketing
products and services to businesses
rather than consumers
4.3 Show how and why international
marketing differs from domestic
marketing
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Learner declaration
 An electronic copy of your assessment must be fully uploaded by the deadline date and
time.
 You must submit one single PDF or MS Office Word document. Any relevant images or
screenshots must be included within the same MS Office Word or PDF document.
 The last version you upload will be the one that is marked. Your paper will be marked if you
have indicated this as your final submission.
 Review the mitigating circumstances policy for information relating to extensions.
 The file size must not exceed 20MB.
 Answer the criteria in order, clearly indicating the pass criteria number.
 Ensure that all work has been proof-read and checked prior to submission.
 Ensure that the layout of your documents are in a professional format with font style Arial,
font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing
1.5 and justified.
 Use the Harvard referencing system, otherwise it will be considered as plagiarised work.
 Ensure that you back-up your work regularly and apply version control to your documents.
 Ensure that any file you upload is virus-free, not corrupted and not protected by a password
otherwise it will be treated as a non-submission.
 You must NOT submit a paper copy or email of this assessment to any member of staff at
LSST.
 Your work must be original with the appropriate referencing
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are
fully acknowledged.
Student signature: Date:
In addition to the above PASS criteria,
this assignment gives you the
opportunity to submit evidence in
order to achieve the following MERIT
and DISTINCTION grades
Grade descriptor Indicative
characteristic/s
Cont
M1 Identify and apply strategies to
find appropriate solutions
Effective judgements
have been made. To achieve M1 you need to
have been explored and ex
marketing mix. This would
critical judgement and effe
been applied. (Task 1)
M2 Select / design and apply
appropriate methods / techniques
Appropriate learning
methods/techniques
have been applied.
To achieve M2, you need to
information for 2.1. (Task 2
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M3 Present and communicate
appropriate findings
Communication is
appropriate for
familiar and
unfamiliar audiences
and appropriate
media have been
used.
To achieve M3 you need to
communication to illustrate
products and services to bu
(Task 4)
D1 Use critical reflection to evaluate
own work and justify valid
conclusions
Conclusions have
been arrived at
through synthesis of
ideas and have been
justified.
To achieve D1 you need to
benefits and costs of marke
outlined in the “Shaping Yo
example of your choice. (Ta
D2 Take responsibility for managing
and organising activities
Activities have been
managed. To achieve D2 To achieve D
analysis of how macro and
influence marketing decisio
D3 Demonstrate convergent /lateral /
creative thinking
Convergent and
lateral thinking have
been applied.
Problems have been
solved.
To achieve D3 you will need
illustrating how promotiona
marketing objectives. Plea
examples and /or the organ
Future” section. (Task 3)
To achieve D3 you need to
appointed marketing mana
the “Shaping Your Future” s
convince the board on the b
Present your response using
and appendices). You are e
issues:
 The importance to glob
 What factors do you ne
marketing globallyThe
be appropriate for you
3

Please note that for unit assignments assessors should use these or other
exemplar indicative characteristics for the individual grade descriptors from
Annexe C of the HN specification or any other relevant indicative
characteristics for the particular assignment. The indicative characteristic
should then be contextualised. Only one indicative characteristic per grade
descriptor, M2, M2, M3, D1, D2, D3 is required.
Assignment brief
Unit number and title Unit 4: Marketing Principles: Level 4
Qualification Pearson BTEC Level 4 HND Diploma in
Business
Start date 1st May 2015
Deadline/hand-in 3rd July 2015 before 12:00 midday
Assessor Imad Guenane
Susan Simei-Cunningham
Internal Verifier Alan Jeffery
Assignment title Marketing Principles – Shaping Your
Future – A Vocational Scenario
Purpose of this assignment
This is a broad-based unit which gives
learners the opportunity apply the key
principles of marketing. Firstly, the unit
looks at the definitions of marketing, and
what is meant by a marketing orientation
and the marketing process. Next, learners
consider the use of environmental analysis
in marketing and carry out their own
analyses at both macro and micro levels.
They will also investigate the importance of
market segmentation and how this leads to
the identification and full specification of
target groups. Learners then consider buyer
behaviour and positioning. The unit looks at
the main elements of both the original and
the extended marketing mix. This includes
an introduction to the concept of the
product life cycle, new product
development, pricing strategies, distribution
options and the promotion mix. Finally,
learners will develop their own marketing
mixes to meet the needs of different target
groups. This includes considering the
differences when marketing services as
opposed to goods. A range of other contexts
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is examined including marketing to
businesses instead of consumers and the
development of international markets.
Instructions
The pages which follow under the heading
Shaping Your Future needs to be to be
developed as part of your learning journey.
Once written, the aim is that the plan is
revisited occasionally and, towards the end
of your course, it will act as a portfolio
document. This document will reflect and
evidence your learner’s journey,
demonstrating the application of the
relevant learning outcomes to the business
depicted in the Shaping Your Future section
of this paper. It is envisaged that you will
able to use this document as an accessible
illustration of your learning and
understanding.
Please carry out the following steps in
order to complete the Shaping Your
Future section:
1. Select an organisation. The organisation
that you chose should be either an
organisation that you own, an organisation
that you would like to own, or one that you
work for.
2. Complete the Shaping Your Future
section before attempting to answer any of
the questions. Many of the questions in this
paper will require that you refer to the
information in the Shaping Your Future
section
3. Please read all the questions in this paper
and apply your learning to the Shaping Your
Future section. This section will act as the
case study for your assignment paper.
Please note that LSST will not publish or use
this information for commercial purposes
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Shaping Your Future
The Background Information
Whose plan is this?
Business and owner details:
It is a UK based luxury car manufacturing brand that was incorporate in 1906 by Henry Royce and Charles Rolls. Presently, it is working as holding
company of of BMW.
Business name:
Rolls-Royce Motor Cars Limited
Owner(s) name:
BMW
Business address and postcode:
Rolls Royce Motor Cars Limited
The Drive
Westhampnett
Chichester
West Sussex PO18 0SH
Business telephone number:
[phone]
Business email address:
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Section one
Executive summary
1.1 Business summary:
Rolls-Royce Motor Cars Limited engineers, manufactures and distributes high end luxury automobiles and automobile parts in different parts of the
world. Rolls-Royce Motor Cars Limited is managing business operations as wholly owned subsidiary of BMW established in 1998 after BMW was
licensed the rights to the Rolls-Royce brand name and logo from Rolls-Royce PLC and acquired the rights to the Spirit of Ecstasy and Rolls-Royce
grill shape trademarks from Volkswagen AG.
1.2 Business aims:
The primary objective or aim of company is bringing together the finest materials, cutting-edge technologies and the unrivalled expertise of our
designers and craftspeople, company work with customers to create a Rolls-Royce that’s as unique as you are.
Therefore, organization sources the best woods, colours and fabrics, and master the techniques needed to make customer's vision in a reality.
Additional Information:
A Rolls-Royce motor car unite with different and contemporary vision and skilled craftsmanship along with with excellence in design and engineering.
Each commission is a work of art. To explore our shared attribute along with different elements of the art world, the Rolls-Royce Art Programme was
born. The Programme enables artists to realise innovative projects, explore new ideas and engage with the public.
Details of future training courses you or your team want to complete:
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Section two
Products and services
2.1 What is the nature of your business?
a product
a service
both
2.2 Describe the different types of product/service you are going to be selling:
Rolls-Royce Motor Cars Limited is selling various high end luxurious cars. In this regard, organization has developed wide range cars that includes
different series such as Phantom, Ghost, Dwan etc. All these are manufactured as per the personal interest of consumers.
2.3 Additional information:
Along with cars, Rolls-Royce Group is managing business in various industries such as aerospace, power generation, engineering, research and
development of high tech technologies.
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Section three
The business environment
3.1 Who are your customers:
individuals
businesses
both
3.2 Describe your typical customer:
Rolls-Royce has paid extra attention of such as individual who are having huge earnings and living luxurious lifestyles. The car of Rolls-Royce comes
with ultimate luxurious features and unique style which is able to meet requirement of lifestyles of high income people.
3.3 Where are your customers based?
The majority customers are associated with Europe and US but company is selling different kinds of cars in all over the world.
3.4 What factors help your customers choose which business to buy from?
Highly reputed brand.
Well known for its ultra-luxury cars
Strong relationship with existing customers
Innovative design and great quality
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Great comfort
Satisfaction of existing customers
3.5 Have you sold products/services to customers already?
yes
no
If you answered “yes”, give details:
Rolls-Royce is offering a range of cars in all over the world.
3.6 Additional information:
Section four
Market research
4.1 What market information have you obtained so far?
A market research is conducted to obtain information about the leaders, peer group, size and market share, customer segments.
4.2 Do you intend to conduct further market research? If so, discuss briefly:
No.
4.2 Key findings from research:
It has been analysed from the market research that after the economic recovery, consumer are back into the spending and people who are having
luxurious lifestyles are always trying to buy unique products and services. Furthermore, competition with other firm has significantly raised up as per
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the change in demand of different products and services.
4.3 Additional information:
Section five
Marketing and Business Strategy
What are you going to do/ How are you going to market
your products?
Why have you chosen this marketing method? How much will it cost to
develop and market your
product
Traditional marketing and contemporary marketing
tools
Mobile applications, social media, online websites, magazines,
auto exhibitions, etc. NA
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TOTAL COST
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Section six
Competitor and market analysis
6.1 Table of competitors (top 5 competitors only)
Name, location
and business size
Product/service Price Strengths Weaknesses
Bentley
Premium & Sporty luxury car Premium pricing 1. Their models have
sporty-ness & luxury
together which is not seen
in any other products
2. Support of the German
Engineering through the
parent company
3. Strong brand equity and
market position
4. Being expensive and
limited availability, it adds
to the brand uniqueness
and brand value as it is
percieved as a status
symbol
5. Strong backing of
automobile giant
Volkswagen
1. Bentley has limited
presence in emerging
economies which has a
growing number of rich
2. Limited production
means misses out on
probable clients
Aston Martin Luxury Cars, Sports Car Premium pricing 1. High brand equity and
strong legacy
2. Rich historical heritage
and values leading to
1.Comparitively, Lesser
market penetration
2. Limited product portfolio
in emerging economies
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Name, location
and business size
Product/service Price Strengths Weaknesses
strong customer connect
3. Strong engineering &
designing team
4. Ultimate luxury & comfort
5. Cutting Edge &
innovative technological
features
Porsche Automobile
Holding SE
Sports Car, SUV Premium pricing 1.High brand presence and
reputation across globe
2. Preferred by ultra-rich
elite customers as every
single model is high priced
3. Few car models but wide
range of variants. Hence,
gets an advantage of brand
extension
4. A trusted brand for
providing supreme style
with sporty features
5. One of the most
recognized top-of-the-mind
and popular luxury car
brands
6. Has over 12,000
employees globally
1. Lacking presence in
middle income segment
which is expanding at a
phenomenal rate
2.Very high maintenance
and running cost in an
extremely competitive
luxury car market
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Name, location
and business size
Product/service Price Strengths Weaknesses
Lamborghini Sports Cars & Super Cars High pricing 1. Known for superior
handling & high speed i.e.
performance
2. Technology sharing with
the sister & parent
companies i.e. Audi &
Volkswagen
3. Small workforce of
around 850 employees they
design& produce one the
best in class products &
satisfy the global demand
as well, producing around
1800 vehicles a year
1.Being a super car, it is
allegedly under the scanner
of environmentalists who
feel fuel consumption is a
lot
2.Due to its premium nature
& pricing the sales are
easily affected by the
macro-economic events
6.2 SWOT analysis:
Strengths
1. Technological support from the parent company
2. Strong brand image globally existing since inception
3. Strong aspirational value in minds of people
4. Superior build quality not only for interiors but also the exterior, engine
& chassis
5. It has elegant and supreme brands like Phantom, Phantom Drophead
Coupé (convertible), Phantom Coupé (coupe) and Ghost
Weaknesses
1. The design of its models is evolutionary in nature thus they look
similar
2. Many potential customers move to other brands due to the profiling
requirements
Opportunities
1. Currently there is a rising trend for environmental friendly cars, there
lies an opportunity for luxury brands as well
2. Also keeping the price premium they should try & relax the customer
Threats
1. The protectionists trade policies of various countries
2. Unwillingness of people to buy a vehicle of such high price
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profiling procedure
6.3 PEST analysis
PEST analysis (political, economical, social, technological) assesses a market, including competitors, from the standpoint of a particular proposition or a
business.
criteria examples
ecological/environmental current
legislation
future legislation
international legislation
regulatory bodies and processes
government policies
government term and change
trading policies
funding, grants and initiatives
home market pressure- groups
international pressure- groups
wars and conflicts
Political
 Industry-specific rules and
regulations
 Taxes and foreign policy
based on luxury car
segment
 New quality standards in
the US and Europe
automobile industry.
Economic
 Variation in several economic
factors
 Evaluation of the Local currency
exchange rates
 GDP growth rate
criteria examples
home economy
economy trends
overseas economies
general taxation
taxation specific to
product/services
seasonality issues
market/trade cycles
specific industry factors
market routes trends
distribution trends
customer/end-user drivers
interest/ exchange rates
international trade and
monetary issues
criteria examples
lifestyle trends
demographics
consumer attitudes and opinions
media views
law changes affecting social factors
brand, company, technology image
Social
 Changing in lifestyles and
social status of people
 Change in preference of
buyers
 Environmental issues
Technological
 Emergence of innovative
technology provides an
opportunity to management to
gain competitive edge over other
companies
criteria examples
competing technology
development
research funding
associated/dependent
technologies
replacement
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consumer buying patterns
fashion and role models
major events and influences
buying access and trends
ethnic/religious factors
advertising and publicity
ethical issues
 Application of latest technology
to control environmental pollution
 Application of new sophisticated
design
technology/solutions
maturity of technology
manufacturing maturity and
capacity
information and
communications
consumer buying
mechanisms/technology
technology legislation
innovation potential
technology access, licencing,
patent intellectual property
issues global communications
6.4 Unique Selling Point (USP):
Unique Selling Point (USP)
The USP of Rolls-Royce is Premium status with exclusivity worldwide.
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Section seven
Operations and logistics
7.1 Production:
Every Rolls-Royce motor car is built by hand at our state-of-the-art headquarters in Goodwood, England.
7.2 Delivery to customers:
Through dealers and outlets of company.
7.3 Payment methods and terms:
7.4 Suppliers:
Name and location of supplier Items required
and prices
Payment arrangements Reasons for choosing supplier
7.5 Premises:
7.6 Equipment:
If being bought
Item required Already owned? New or second hand? Purchased from Price
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7.7 Transport:
7.8 Legal requirements:
7.9 Insurance requirements:
7.10 Management and staff:
7.11 Additional information:
Task 1 Understand the Concept and Process of Marketing
This task offers you an opportunity to achieve L.O.1: 1.1, 1.2 and M1, D1
The marketing process consists of various elements. Using the organisation outlined in
the ‘Shaping Your Future’ section, provide an illustration of the marketing process and
explain it. (1.1)
Guidelines
In your answer, please refer to the following:
Market audit, integrated marketing, environmental analysis, SWOT analysis and
marketing objective
Businesses can develop new products based on a marketing orientated approach.
Evaluate the benefits and costs associated with this approach for the organisation
outlined in the ‘Shaping Your Future’ section. (1.2)
Guidelines
In your answer, please include the following :
Desired quality, service and customer care, relationship marketing, customer retention,
customer profitability, costs of too narrow marketing positioning.
Interim Completion Date: 15th May 2015
Word Count : Approx. 500
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M1: To achieve M1 you need to identify and apply strategies that have been
explored and explain the various elements of the marketing mix. This would
include a demonstration that a critical judgement and effective approach to the
research has been applied.
D1: To achieve D1 you need to synthesise, evaluate and compare the benefits and
costs of marketing orientation for the organisation outlined in the ‘Shaping Your
Future” section or with an example of your choice.
NB: When the question refers to an organisation, the learners will need to discuss their
organisation as detailed in the Shaping Your Future section above OR the organisation
from the designated list held and approved by Student Support.
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Task 2 Be Able to Use the Concepts of Segmentation, Targeting and Positioning
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This task offers you an opportunity to achieve L.O.2: 2.1, 2.2, 2.3, 2.4,
2.5 and M2, D2
Contemporary changes that occur within the macro and microenvironment heavily
influence marketing decisions. Using the organisation outlined in the ‘Shaping Your
Future’ section, illustrate how the micro and macro environment has influenced or could
influence your marketing decisions. (2.1)
Guidelines
You need to include the following in your answer: Macro: environmental scanning,
political, legal, economic, socio-cultural, ecological and technological factors. Micro:
stakeholders, direct and indirect competitors, Porter’s five forces.
Looking at market segmentation principles, propose a segmentation criteria to be used
in the organisation outlined in the ‘Shaping Your Future’ section for of its products in
different markets (2.2)
Guidelines
In your answer, please include the following :
Geographic, demographic, psychographic and behavioural evaluation of segments
Select a product/service from the range available within the organisation outlined in the
‘Shaping Your Future’ section. Propose an appropriate targeting strategy to help boost
sales for this organisation. (2.3)
Guidelines
For 2.3 and 2.5. You are required to include at least three of the following: :
Undifferentiated (mass) marketing, differentiated (segmented marketing), concentrated
(niche) marketing and Micromarketing-(local or individual marketing). Company
resources, product variability, product life cycle, market variability competitors
marketing strategies. Positioning definition and meaning, influence over marketing mix
factors, value positioning, and positioning statement.
Using an organisation of your choice, select a product/service and suggest a new
improved marketing position and the methods that need to be employed for
repositioning to occur. (2.5)
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Guidelines
For 2.3 and 2.5. You are required to include at least three of the following in formulating
your answer: Undifferentiated, (mass) marketing, differentiated (segmented marketing),
concentrated (niche) marketing and Micromarketing-(local or individual marketing).
Company resources, product variability, product life cycle, market variability competitors
marketing strategies. Positioning definition and meaning, influence over marketing mix
factors, value positioning, and positioning statement.
Buyer’s behaviour affects an organisation’s marketing activities. Using the organisation
outlined in the ‘Shaping Your Future’ section, demonstrate this in terms of different
buying situations. (2.4)
Guidelines
You are required to include the following in your answer:
Environmental influences, personal variables-demographic, sociological, psychological,
motivation, social factors, physiological stimuli, attitudes, other lifestyle and life cycle
variables, consumer and organisational buying.
Interim Completion Date: 29th May 2015
Word Count: 500 words approx.
M2: To achieve M2, you need to use a range of sources of information for 2.1
D2: To achieve D2, you need to conduct a critical analysis of how macro and micro
environmental factors influence marketing decisions.
NB: When the question refers to an organisation, the learners will need to discuss their
organisation as detailed in the Shaping Your Future section above OR the organisation
from the designated list held and approved by Student Support.
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Task 3 Understand the Individual Elements of the Extended
Marketing Mix
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This task offers you an opportunity to achieve L.O.3: 3.1, 3.2, 2.3, 3.4,
3.5 and D3
Certain products/services develop and sustain a competitive advantage over a long
period of time. Using a product/service that has achieved competitive advantage, explain
how this has been achieved and why. (3.1)
Guidelines
You are required to include the following in formulating your answer: Research and
development and new product development
Customer convenience is a very important concept in marketing. Using the organisation
outlined in the ‘Shaping Your Future’ section, explain how you would organise
distribution to achieve high levels of customer convenience. (3.2)
Guidelines
You are required to include the following:
Customer convenience and availability, integration and distribution systems, franchising,
physical distribution management and logistics and channel selection
An organisation’s objectives dictate how prices are set to balance and marry with market
conditions. Using the organisation outlined in the ‘Shaping Your Future’ section, illustrate
how this works. (3.3)
Guidelines
You are required to include the following:
Pricing strategies, costs psychological and discriminatory and ethical issues
Promotional activity is essential to achieve an organisation’s marketing objectives. Using
the organisation outlined in the ‘Shaping Your Future’ section, show how promotional
activity is integrated into its marketing objectives. (3.4)
Guidelines
You are required to include the following:
Effective integrated communication process (SOSTT +4Ms.), promotional mix elements;
push and pull strategies; advertising above and below the line including packaging,
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public relations and sponsorship, sales promotion, direct marketing and personal selling;
branding, internet and online marketing.
The marketing mix is an important concept. Analyse and explain the emergence of the
additional elements (extended marketing mix). (3.5)
Guidelines
You are required to include the following:
Concept of the extended marketing mix, significance of the soft elements of marketing
(people, physical evidence and process management).
Interim Completion Date: 12th June 2015
Word Count: 500 words approx.
D3: To achieve D3 you will need to demonstrate creative thinking by illustrating
how promotional activity is aligned to achieve marketing objectives. Please
support your answer with examples and /or the organisation outlined in the
‘Shaping Your Future’ section.
NB: When the question refers to an organisation, the learners will need to discuss their
organisation as detailed in the Shaping Your Future section above OR the organisation
from the designated list held and approved by Student Support
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Task 4 Be Able to Use the Marketing Mix in Different Contexts.
This task offers you an opportunity to achieve L.O.4: 4.1, 4.2, 4.3 and
M3, D3
Propose two separate marketing mixes for 2 different segments in the consumer
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markets, using products/services developed for the organisation outlined in the ‘Shaping
Your Future’ section or a case study of your choices. (4.1)
Guidelines
You are required to include the following:
Product, place, price, promotion and the 3 soft Ps-people, processes and physical
evidence
Marketing tactics used on a consumer is different to the marketing tactics used for a
business. Illustrate this using the organisation outlined in the ‘Shaping Your Future’
section. (4.2)
Guidelines
You are required to include the following:
Differences of organisational and consumer markets
Marketing a product/service internationally would employ slightly different methods than
marketing a product or service within national boundaries. Using the organisation
outlined in the ‘Shaping Your Future’ section, demonstrate how. (4.3)
Guidelines
You are required to include the following:
Globalisation, culturally differences , standardisation versus adaptation, regional
integration (EU, NAFTA), benefits and risk ; markets attractiveness, international
marketing mix strategies
Interim Completion Date: 26th June 2015
Word Count: 500 words approx.
M3: To achieve M3, you need to provide an appropriate method of communication
to illustrate the differences in marketing products and services to businesses
rather than consumers
D3: To achieve D3, you need to assume that you are a newly appointed
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marketing manager of the organisation outlined in the ‘Shaping Your Future’
section. You have been asked to convince the board of the benefits of global
investments.
Present your response using 12-15 slides (excluding references and appendices).
You are expected to address the following issues:
 The importance of global expansion
 What factors do you need to take into consideration when marketing
globally
 The marketing tactics and mix that may be appropriate for your chosen
product/service.
 Remember to take a screen print of presentation and paste into your
assignment.
NB: When the question refers to an organisation, the learners will need to discuss their
organisation as detailed in the Shaping Your Future section above OR the organisation
from the designated list held and approved by Student Support.
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Answer Sheet
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Task 1 (L.O. 1: 1.1, 1.2, and M1, D1)INTRODUCTIONMarketing principles is determined a certain set
of different rules and regulations that plays important role in different strategic decision of
management related to pricing of different products, evaluation of market competition, selection of
different promotional tactics, conducting detail evaluation of various external factors (Burnaz and
Bilgin, 2011). This report examines wide range of principles of marketing with reference to business
operations of Rolls-Royce Limited. It is a UK based luxury car manufacturing company that was
incorporated in 1906 by Henry Royce and Charles Rolls. Presently, it is working as holding company
of BMW (The Rolls-Royce Story, 2015). This report carries out detail evaluation several concepts
related marketing principles which are considered by managers in various strategic decisions.
TASK 1
1.1 Explaining the various elements of the marketing process
Marketing is combination of various activities such as assessment of needs of consumers,
pricing of different products along with the handling of different operations related to distribution and
promotion. Rolls-Royce Limited is one of the well known brand of the world so as managers of
company are considered below mentioned elements of the marketing process while taking various
strategic decisions related to promotion of brand and products:
 Market audit: It is the most important section of marketing process which is considered by the
management of Rolls-Royce for assessment of present market trends based on sales of
competitors, current economic trends, and perception of consumers as well as social lifestyles
of people (Tao, Li and Xu, 2011). On the basis of these factors, a verity of marketing strategies
has been adopted by management.
 Integrated marketing: In this context, management develops an appropriate h marketing
strategy by combining different kinds of promotional tools such as social media, television,
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digital media news paper etc.
 Environment analysis: It is considered as a most crucial aspect of marketing strategies in
which managers of Rolls-Royce carries out detail evaluation of different factors business
environment such as political rules, legal obligations, economic position to take appropriate
decision related to pricing and distribution of different goods (Lin, Luarn and Lo, 2004).
 SWOT analysis: It is identified as a most important concept of marketing process in which
marketing managers takes appropriate decision by considering the strength, weaknesses,
opportunities and threats of car manufacturing company.
 Marketing objectives: The success of marketing process is greatly influenced by wide range of
promotional objectives that have played important role for handling wide range of promotional
plans and strategies to attain long term and short term business objectives (Czinkota and
Ronkainen, 2012).
1.2 Evaluate the benefits and costs of a marketing orientation for Rolls-Royce Limited
Rolls-Royce Limited is identified as one of the most popular brand in all over the world for
luxury car manufacturing. Company is offering high end, expensive and super luxury cars as per the
distinct needs of top corporate managers, owners of big companies, etc. In this context, management
of Rolls-Royce Limited considers social requirements of target consumers while developing car such
as colour, design of interiors, appearance of car etc (Tamilia, 2007). The consideration of specific
needs of consumers is termed as market orientation in which organization tires to assess needs and
desire of consumers while developing different cars. It plays important role for establishing long term
relationship by offering great customer services. In this process, care manufacturing organization
requires to manage expenses associated with market research. Furthermore, business entity also
has to acquire reliable parts and design for car with reference to unique requirements of customers
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that requires significant expenditures.
Task 2 (L.O.2: 2.1, 2.2, 2.3, 2.4, 2.5 and M2, D2)
2.1 Showing Macro and micro environmental that influencing marketing decisions
Macro environment (PESTLE analysis)
Political
 Industry-specific rules and
regulations
 Taxes and foreign policy based on
luxury car segment
 New quality standards in the US
and Europe automobile industry
(Schmitt, 2011)
Economic
Variation in several economic factors
Evaluation of the Local currency exchange
rates
GDP growth rate
Social
 Changing in lifestyles and social
status of people
 Change in preference of buyers
 Environmental issues
Technological
 Emergence of innovative
technology provides an opportunity
to management to gain competitive
edge over other companies
 Application of latest technology to
control environmental pollution
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 Application of new sophisticated
design (Nandi, 2010)
Environmental
 Advancement in Environmental
rules and standards
 Change in preference of consumer
to eco-friendly cars, hybrid cars,
fuel cell cars etc
Legal
 Strengthening of European and US
markets pollution norms
 Strict implications of the EURO
norms
Micro environment
Importance of Stakeholders
 The success of an organization is greatly influenced by management practices related to
stakeholder management such as investors, employees, consumers and suppliers (Harridge-
March, 2009).
 Relationship with stakeholders leads significant impact on growth of luxury car manufacturing
like Rolls-Royce.
 It also influences brand value of firm.
Competitive environment (Porter's five force analysis)
 Rivalry among existing competitors very: It is high in ultra-luxury car segment due high
competition with other organizations such as Ferrari, Lamborghini, Bentley, etc. makes efforts
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to capture market of Rolls-Royce.
 Bargaining power of consumers: Due to availability of various substitutes to luxury cars, the
bargaining power of potential customers is increased.
 Threat of substitute products and services: It is low for Rolls-Royce due organization has
managed unique brand image (Marshment, 2009).
 Barging power of suppliers: Suppliers of Rolls-Royce are having high bargaining power
because organization high quality raw material for ensuring quality standards of company.
 The threat of new entrants: It is low for Rolls-Royce.
2.2 Proposing a segmentation criteria
The administration of Rolls-Royce is going to introduce new car Phantom. Therefore,
management has considered the demographic and psychographic factors for selection of target
market. As per the demographic segmentation, company has selection people who are huge income
and require ultimate luxury and uniqueness in car (Reijonen and Laukkanen, 2010). By considering
the psychographic segmentation, people that are having luxurious lifestyle have been selected as
target customers for car.
2.3 Choosing a targeting strategy
By considering the demographic and psychographic segmentation, the management of Rolls-
Royce has identified target consumers who are having huge earnings as well as they are living
luxurious lifestyles for new car Phantom. This is because this car is going to offer ultimate luxurious
features and unique style which is able to meet requirement of lifestyles of high income people.
2.4 Demonstrating how buyer's behaviour affecting marketing activities in different buying situations
There has been several factors addressed in order to influence buyers behaviour in different
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buying situations:
 Personal factor: It consists basic traits of individual such as lifestyles, income, interest, etc.
that plays important role in purchase decisions of an individual (Delaney, 2013).
 Past experience: In the context of ultra-luxury car segment, past experience of potential
consumers from certain products and services plays important role in purchase decision and
could be act marketing tools for company.
 Features of products: It is identified as most important term in which an individual attract
towards some products due to some unique features.
2.5 Proposing new positioning of new product
Positioning is identified as a systematic process which is used to position a new car Phantom
in purchase decisions and mind of target customers:
 By considering unique design of car as an important promotional tool
 By using different channels of online marketing and social media to formulate distinct image of
car (Burnaz and Bilgin, 2011).
 By using brand value of company.
Task 3 (L.O.3: 3.1, 3.2, 2.3, 3.4, 3.5 and D3)
3.1 Developing a product to sustain competitive advantage
The success of an organization is greatly depending on its strategy for handling market
competition level. Therefore, Rolls-Royce has presented its new luxury car Phantom that comes with
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some unique feature and classically-styled and absolutely unmistakable look of Rolls-Royce. It offers
3D map navigation features along with 6.75-liter V-12 engine that provides 453 horsepower power
and 531 pound-feet of torque that provide significant power and thrilling experience (The Rolls-Royce
Story, 2016). This system has found very effective get the Phantom 0 to 60 mph within six seconds.
Furthermore, It also comes with the Full-grain woods, supple hand-stitched leathers, real metal trim
etc.
3.2 Explaining how distribution is arranged to provide customer convenience
Rolls-Royce is known as a high end and ultra-luxury car manufacturing company in worldwide.
For managing distribution of different cars in all over the world, business entity has maintained an
appropriate dealership network and company owned outlet as per the customer convenience (Tao, Li
and Xu, 2011). At the dealers and retail outlets of company, customers can present their requirement
towards executives of company so as consumers will able to assess best product as per their
interest.
3.3 Setting prices to reflect organization's objectives and market conditions
Rolls-Royce is associated as perineum or luxury car manufacturing in the world. Company is
offering wide range of ultra luxurious cars that are come with sleek design and attractive feature. By
considering the goodwill of company, the management of premium pricing strategy has been adopted
by management (Lin, Luarn and Lo, 2004). In addition to that business entity is using premium quality
material for managing brand value that increases price and cost of the cars.
3.4 Illustrating Integrating promotional activities to achieve marketing objectives
The promotion of new luxury car Phantom is carried out by using different promotional tools in
all over the world as per the requirement of integrated marketing activities. It plays important role in
order to create unique image of car and also increase awareness of new car among target
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consumers (Czinkota and Ronkainen, 2012). In this context, management has developed a
combination of both traditional and contemporary marketing tools that include newspaper, magazines,
TV advertisement along with social media and online website.
3.5 Analyzing additional elements of the extended marketing mix
 People: It includes all those individuals who are working in sales and marketing team. In this
regard, the management of Rolls-Royce has provided proper training to staff enhance their
ability for understanding different needs of high end consumers and features of new car
(Tamilia, 2007).
 Process: Employees of Rolls-Royce are following a uniform process at all retail outlets and
other dealer of company for managing different operations related to sales, sales after
services, offering of new products etc.
 Physical evidence: Business entity has ensured about uniqueness of layout of different outlets.
Task 4 (LO4: 4.1, 4.2, 4.3, and M3, D3)
4.1 Planning for marketing mix for two different segment in consumer market
For high income people
The management of Rolls-Royce presents a new car Phantom that comes with unique
features and great design. In this regard, company has adopted some exclusive material for
manufacturing that improve overall performance of car (Schmitt, 2011). Furthermore, traditional
perineum pricing approach has been adopted as per the demographics of high class people such as
business man, top manager of different companies. Promotion of new car is done through
automobile exhibition, magazines along with the international auto expo's that play important role to
40

present new car in front of potential consumers.
For people having luxurious lifestyle of China
Rolls-Royce has developed distinct image of company in luxury car market. In addition to that
organization is highly popular for high end and super luxury car that attracts people from who are
having luxurious lifestyle (Nandi, 2010). Therefore, firm has considered priming pricing model with
reference to brand value of company. Rolls-Royce has adopted different cultural tools in the form of
traditional festivals to promote new car in overseas market. Firm offers its new car in all retail outlets.
4.2 Illustrating differences in marketing of products and services to business rather than consumer
For managing B2C marketing, Rolls-Royce has adopted various strategies to assess individual
needs during research and development process for cars. In addition to that purchase decisions are
mainly taken by single person during B2C marketing (Harridge-March, 2009). In B2B marketing,
management has to deal with business clients so as managers of a firm require detail information
about the features cars along with unique elements as well as sales after services of car etc. In this
context, Executives of firm has to develop good relationship with managers and departmental heads.
4.3 Difference between international marketing and domestic marketing and importance of EU
In international marketing, marketing manager of Rolls-Royce requires to carry out detail
evaluation of a range of government rules, automobile norms and legislation along with traditions and
culture of people while developing of different kinds of marketing strategies (Marshment, 2009). In the
contrary, detail assessment of previously mentioned elements is not essential for domestic marketing.
While handling international marketing operations, the management has to carry out systematic risk
assessment through competitor analysis. On the other hand, firm does not require considering these
factors in marketing in domestic market.
EU plays important role for controlling international trade activities among several European
nations. It also determines various norms and standards for protection of environment (Reijonen and
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Laukkanen, 2010). In this context, consideration of different elements of regional integration among
countries has played important role in overseas marketing.
CONCLUSION
As per the above assessment, it can be concluded that the success of different marketing
activities of an organization is greatly influenced by proper adoption of different marketing principles
while taking different kinds of strategic decisions. This report has found that different elements of
marketing mix have played important role in order to present overview of marketing plan.
REFERENCES
Books and Journals
Burnaz, B. and Bilgin, P., 2011. Consumer evaluations on brand extensions: B2B brands extended
into B2C markets. Journal of Product & Brand Management, 20(4), pp.256 – 267.
Czinkota, M. and Ronkainen, I., 2012. International Marketing. Cengage Learning.
Harridge-March, S., 2009. Direct marketing and relationships: An opinion piece. Direct Marketing: An
International Journal. 2(4). pp.192 – 198.
Lin, Y. M. T., Luarn, P. and Lo, Y. K. P., 2004. Internet market segmentation – an exploratory study
of critical success factors. Marketing Intelligence & Planning, 22(6), pp.601 – 622.
Marshment, J., 2009. Political Marketing: Principles and Applications. Routledge.
McLoughlin, D. and Aaker, A. D., 2010. Strategic Market Management: Global Perspectives. John
Wiley & Sons.
Nandi, S., 2010. International Business Environment. Tata McGraw-Hill Education.
Reijonen, H. and Laukkanen, T., 2010. Customer relationship oriented marketing practices in SMEs.
Marketing Intelligence & Planning. 28(2). pp.115 – 136.
Schmitt, B., 2011. Experience Marketing: Concepts, Frameworks and Consumer Insights. Now
Publishers Inc.
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Tamilia, D. R., 2007. Placing Wroe Alderson's contributions to buyer behavior in historical
perspective. European Business Review 19(6) pp.468 – 494.
Tao, M., Li, H. and Xu, H., 2011. Influencing factor analysis of the investment efficiency of the
environmental governance: A case of Shandong Province in China. Grey Systems: Theory and
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Online
The Rolls-Royce Story. 2016. [Online]. Available through: <https://www.rolls-roycemotorcars.com/en-
GB/the-rolls-royce-story.html>. [Accessed on 27th January 2016].
Delaney, L., 2013. Global Marketing Strategy: Four Benefits to a Global Marketing Strategy. [Online].
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