Establish and adjust the marketing mix

BSBMKG502 Establish and adjust the marketing mix
Assessment Task 4 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
 I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded
with any other student(s).
 I understand that if I If I am found to have plagiarised, cheated or colluded, action will be taken against
me according to the process explained to me.
 I have correctly referenced all resources and reference texts throughout these assessment tasks.
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I hereby certify that this student has been assessed by me and that the assessment has been carried out
according to the required assessment procedures.
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My performance in this assessment task has been discussed and explained to me.
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A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
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BSBMKG502 Establish and adjust the marketing mix
Assessment Task 4: Marketing Mix Case Study
Task summary
This assessment task requires you to review a case study and provide answers to questions based on the
case study
The questions and their answers should be provided in a new Word document andsaved as Case Study
Report.
This assessment is to be completed in the simulated work environment in the RTO.
Required
 Access to textbooks/other learning materials
 Computer with Microsoft Office and internet access
Timing
Your assessor will advise you of the due date of these submissions.
Submit
 Case study report
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all
of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete
further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have
satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you
written feedback along with guidance on what you must undertake to demonstrate satisfactory performance.
Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with
unfairly, or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any
part of this task or if you have any learning issues or needs that may hinder you when attempting any part of
the assessment.
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BSBMKG502 Establish and adjust the marketing mix
Assessment Task 4 Instructions
Listen to, or read the case study at the following link:
http://businesscasestudies.co.uk/parcelforce-worldwide/using-the-marketing-mix-to-drive-change/
introduction.html#axzz2YPRzq8SW
Answer the questions below.
Each question should be answered in approximately one paragraph.
1. What was the key starting point for Parcelforce Worldwide in adjusting the marketing mix?
Parcelforce Worldwide is part of the Royal Mail Group and is a leading provider of express
parcel deliveries. It provides a range of services including a guaranteed delivery on certain
times or days. Parcelforce Worldwide uses a network of international partners to extend its
reach beyond the UK to 99.6% of the world population. The company”s European delivery
partners include General Logistics Systems (GLS), a commercial parcel carrier and
European Parcels Group (EPG), which is a postal parcels company and is part of the
Express Mails Services (EMS) worldwide network (Mizutani, Uranishi and Nakamura,
2015).
2. What were the key outcomes of the research conducted into Parcelforce Worldwide’s services?
 Parcelforce Worldwide”s product portfolio was not aligned to customer needs.
 In the urgent market, customers were mainly interested in speed of delivery; in the
“deferred” market, customers wanted a balance of speed and price; and lastly,
there was also a market where price was the main purchasing consideration.
 Across all services, customers had a number of factors they required as a
minimum. These included reliability, high levels of customer service, management
reporting and good tracking (Allen, Piecyk, and Piotrowska, 2016).
3. What changes did Parcelforce Worldwide make to its pricing strategies to meet identified needs
and why?
, Parcelforce Worldwide has created a new set of international services which have these
factors as attributes and which are then differentiated by price and speed in line with
customers” needs. It has also created product names (or brands) that help to reinforce and
clarify for customers what each service offers (Allen, Cherrett, Piecyk and Piotrowska,
2018).
1. What changes did Parcelforce Worldwide make to its distribution strategies and why?
In price it made the changes in the destroyer pricing, skimming, psychological point pricing.
In place it has settled depots in UK where all customers can send parcels easily. Post office
branches of the customers can also send the parcels as well.
All customers can access services through the Parcelforce Worldwide website.
2. What promotional strategies is Parcelforce Worldwide using to meet identified needs? How
does the company decide on which promotional activities give the best return on investment?
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