Assignment | Marketing Fundamental

Please please this is an important assignment. It’s worth 50 marks please make sure it’s really well done. The last time I got the same assignment done but it was really bad and my friend managed to get only 12/50 so please.

STUDENT DETAILS
MARKETING
FUNDAMENTAL

MARKETING 1
Table of Contents
Topic 1: Marketing research and its utilization in the marketing plan......................................2
 Monitoring Competitors..............................................................................................2
 Decorating the targeted audience................................................................................2
 Issuing product trail.....................................................................................................3
 Marketing research through the existing online portal of the company......................3
Topic 2: The effectiveness of PESTLE analysis in the launching of the new product..............5
Topic 3: Implementation of the SWOT analysis in the marketing plan of Tommy Hilfiger’s
new clothing segment in the European market..........................................................................8
Topic 4: Segmentation, Targeting and Positioning (STP) to develop marketing strategies for
ZARA's new women's clothing range in the United Kingdom................................................10
Topic 5: Product Launches.......................................................................................................13
Successful product launch of Maruti Suzuki’s NEXA segment in India.............................13
Unsuccessful product launch by McDonald in the year 1996..............................................14
References................................................................................................................................15

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Topic 1: Marketing research and its utilization in the marketing plan
Marketing research is the accumulation and investigation of data about purchasers or
consumers, contenders, and the effectiveness of the marketing program. In this part, we will
evaluate the marketing research plan by using the example of Pepsi Co with the Tropicana.
Marketing research is important for the PepsiCo because this will succour in launching their
products. The selected product is "Tropicana". Entrepreneurs utilize a marketing research
plan to decide the achievability of new business openings. Statistical surveying is a basic
segment of a marketable strategy for the Pepsi’ product “Tropicana”. If statistical surveying
doesn't show any interest in the item or administration, the proposed business won't probably
be reasonable. Organizations may likewise utilize results to venture into new markets
(Armstrong, Kotler, Harker & Brennan, 2018).
 Monitoring Competitors:
For beginning the process of marketing research, the company started the market
research through the analyse of their competitors such as Coca-Cola, Red Bull, Dabur
Real Juice, Mondelez, General Mills, etc. By checking the rivalries promotions
strategies, sites, and online battles the company perceived how they endeavor to catch
a portion of the overall industry. For example, deciding prices of the product, deciding
consumer service, administrations and client support contrast with the challenge. By
monitoring the competition, the company decided their standing, at what position
“Tropicana” stands in the market. PepsiCo even thought that these results can be used
to create future marketing forecast behaviour. Apart from this, monitoring the
behaviour of competitor helped the PepsiCo in concluding their targeted audience and
their specific market research (Phadermrod, Crowder & Wills, 2019).
 Decorating the targeted audience:

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The company decorated their targeted audience. For analyzing their targeting
audience, they need to conduct the customer marketing survey through various
mediums such as online surveys, by conducting a random one-on-one interview, text
message survey, etc. The targeting customer base for the PepsiCo for their product
Tropicana are the young age people who love to have a health drink in the form of
juice. The average age of targeted audience is between 18 to 30 years.
 Issuing product trail:
The company also sold the free product sample in the market in their initial product
launching stage. The aim of that product trail is that the company want to get
feedback from their targeted audience about the product and its taste (Gurel & Tat,
2017). The company had spent £2 million in distributing this product for free of cost
in the year 2017.
 Marketing research through the existing online portal of the company:
PepsiCo is the well-establish brand and they have a strong social media presence. The
company also have the option to conduct an online product survey for the Tropicana
Product. Management prepared a strong questionnaire about the product and they
need to request their online followers to fill the survey. In 2019, still the company
have the open feedback form for the Tropicana and other products issued by the
company.
Apart from this, the company identified that people of the United Kingdom are now
preferring health drinks. For example: juices or other health drink instead of cold drinks or
other acidic drinking product. Thus, the management of the company has conducted the
market research and identified that they should launch the Tropicana product because it has
various health benefits. For example: every 1litre tetra pack of Tropicana contain Vitamin C,

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Vitamin E, B1 Thiamine, 18gm protein with 0% of artificial flavours and no preservatives
(Phadermrod, Crowder & Wills, 2019).

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Topic 2: The effectiveness of PESTLE analysis in the launching of the new product
PESTLE analysis is the method which defines a way to reduce the business upcoming threats
in the launching of a new product. For this part, the selected product is the McDonald’s
“Chicken fried marshmallow burger” in the market of Singapore (Perreault, 2018). Through
PESTLE analysis, the company can get an idea for the product launching of chicken fried
marshmallow burger, For example: product development, external environment analysis, etc.
This analysis will help the company in making the effective marketing plan by analysis their
external threats that may encounter from the perspective of political view, economical view,
legal perspective view, etc.
For the product launching of the “Chicken fried marshmallow burger”, the company can
utilize the PESTLE analysis in the following way:
 Political Factor:
The company can expand its business in the market of Singapore due to the effective
international trade conditions of this market. However, the countries policies for their
citizen's diet and health behaviour can affect the launch of this product. In addition to
it, McDonald's should add the health benefits in their new product for getting the
green sign from the government of the country (Saummut-Bonnici & Galea, 2015).
 Economical:
Economic changes, straightforwardly and indirectly impact the marketing planning of
the business. Singapore’s economic condition may impact the accompanying financial
condition. However, the developing economic condition of the country can become an
opportunity for McDonald's to launch its new product through its specific marketing
pattern (Armstrong, Kotler, Harker & Brennan, 2018).

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 Social factors:
The increasing purchasing power or rising disposable income of the citizen's
Singapore is a great opportunity for the management. Social factors also incorporate
information about the increasing cultural diversity, healthy eating habits and busy
lifestyle of the people. The company should make its marketing pattern which should
suit the social factor of the country. For example, the company can say in their
promotion that with the sale of every burger McDonalds denotes 1% of their sale in
the charity fund for the welfare of children’s (Haider, et. al., 2019).
 Technological factor:
Singapore’s market is the rapid growing thus they adopt new technology rapidly. The
company should utilize the adaptability of the automation promotion methods because
it will fascinate the interest of the consumers on a large scale. Apart from this, the
company can make effective changes in their mobile application so consumer place
the order very easily. Just after the launching, the company should display the order
placing the button on the front screen of their application (Moon & Kamakura, 2017).
 Environmental factors:
This factor can improve their natural projects and should enhance their image for
using environmentally friendly means of production. Furthermore, the company can
use this point while promoting their new chicken burgers in the Singapore market.
The objective of these undertakings is to address the opportunity related to the rising
enthusiasm for corporate ecological projects and the expanding accentuation on
manageable strategic approaches (Armstrong, et. al., 2018).
 Legal Factors:

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Animal welfare guidelines of the country can restrict the company to conduct its
operations. This legitimate pattern undermines McDonald's incomes from these
market sections. Animal welfare guidelines are delegated a danger and an opportunity
in this PESTEL examination. For example, these guidelines can enhance the cost of
McDonald's production network. In any case, a similar outside factor makes a chance
to improve the business by actualizing a far-reaching creature welfare approach,
which can pull in more clients who are keen on animal welfare.
A PESTEL investigation is a structure or apparatus utilized by advertisers to break down and
screen macro-environmental (outer environment condition) factors that affect an association.
It is an external analysis when directing a key examination or doing statistical surveying and
gives a diagram of the diverse large-scale natural elements to be thought about. It is a key
device for understanding business sector development, business position, potential and course
for activities (Haider, et. al., 2019). For launching any new product, the company need to
conduct the research on the external environment of the business operation. However,
PESTLE analysis helps the company in getting the idea about the external market conditions
(Perreault, 2018).

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Topic 3: Implementation of the SWOT analysis in the marketing plan of Tommy
Hilfiger’s new clothing segment in the European market
SWOT examination is a key arranging strategy used to support an association identify
strengths, weaknesses, opportunities, and threats related to business competition. SWOT
investigation of Tommy Hilfiger examines the brand with its strength, weaknesses,
opportunities and threats. In Tommy Hilfiger SWOT Analysis, the qualities and shortcomings
are the inner components while opportunity and dangers are the outer elements.
SWOT Analysis is a demonstrated administration structure which empowers a brand such as
Tommy Hilfiger to benchmark it's business and execution when contrasted with the
contenders and industry. Tommy Hilfiger is one of the main brands in the way of life and
retail segment (Ansoff, et. al., 2018).
 Strength:
The company already have a strong marketing presence and they have a well-defined
strong network in the Australian network. For the consumer of Australia, Tommy
Hilfiger is a well-known brand for them because the brand is already operating in the
country. For launching their new clothing segment, the management can display their
new clothing segment in the stores and they can also display the clothes on their
social media networking sites. While making the marketing plan the company can
take the advantage of their strong market presence.
 Weakness:
The brand will be incurred high promotion cost while advertising the clothing range
through different means of promotion. Also, the company faces huge competition in
the marketing range from the well-established brands in the Australian market such as
USPA, Zara, UCB, etc (Alon, et. al., 2016). The strength of the company is their

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strong global presence but for maintaining their presence they need to done lot of
marketing campaign or promotions which incur huge promotional cost. While making
the marketing plan, the company should also keep an eye on the strategies design by
the competitors (Perreault, 2018).
 Opportunity:
The innovation in the new apparels brand can be a great opportunity for the company.
By introducing new product and fashionable clothing range the company can utilize
this as the part of their marketing campaign. In launching the new segments, their
strong promotion platforms and strategies always help them in targeting huge number
of audiences. Apart from this, SWOT analysis helps the marketers of the company in
identifying the opportunity with early warning threats.
 Threats:
The economic slowdown in the Australian market can resultant in decline the product
demand by the people. As economic slowdown decreases the purchasing power of the
targeted audience. In this case, the company can market this product range at a
discounted price. At the time of economic crises, all the companies have to face the
downside which impact the sales of the company. At that time, promotion strategies
rarely fascinate the audience because economic crises lower down the purchasing
power of the people.
Apart from this, SWOT Analysis is the for review and examination of the general key
situation of the business and its condition. Its key reason for existing is to distinguish
the procedures that will make a firm explicit plan of action that will best adjust an
association's assets and capacities to the necessities of the earth wherein the firm
works (Istiqomah, 2016).

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Topic 4: Segmentation, Targeting and Positioning (STP) to develop marketing strategies
for ZARA's new women's clothing range in the United Kingdom
Today, Segmentation, Targeting and Positioning (STP) are the similar strategies methodology
in Modern Marketing. It is one of the most ordinarily applied promoting models practically
speaking. The STP model is valuable when making promoting correspondences plans since it
causes advertisers to organize recommendations and afterward create and convey customized
and important messages to draw in with various spectators (David & David, 2017).
Below is the positioning of Zara that company uses to get the overview of the market
standing positioning of Zara. Later on, the company utilizes this information in the UK for
setting an appropriate marketing plan to fascinate the interest of their target audience (Gurel
& Tat, 2017).

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(Source: Zhang, 2015)
The company used this positioning map in their marketing mix to drawn the client’s view
about the business' offering, dependent on the value, quality or other factors. The visual graph
helps advertisers in thinking about the suitable situating methodology, which may include
growing new upper hands or upgrading existing ones. The company is about to new launch
new clothing segment for the Women in the UK markets. Thus, this positioning map will
help the brand manager to predict their marketing standing so they can use this information
for making the marketing plan.
 Marketing management of the Zara, utilize the reasonable portion of assets both
human and monetary. These assets are restricted and valuable and ought to be utilized
in a powerful way. When the company makes it's market entry then should utilize
ZARA
H&M
LOUIS VUITTONChannel
ALXANDER MQUEEN
PRADA
D&G
TOPSHOP
ALLSAINTS
Positioning map of ZARA in the UK market
High Price
LUXURY
LOW PRICE
Edgy Modern

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their marketing team to judge the needs of the customer by knowing on which two-
axis their brands stand right now (Istiqomah, 2016).
 Through this positioning map, the marketing managers can decide that at what time
they should launch their new segment in the UK market. As in this positioning map,
ZARA and H&M both stand at the same axis. This state the budgeted consumer has
the option either to go with H&M and ZARA. So, the marketing team of the company
can decide what time will be suitable for the company to inaugurate new clothing
segment.
 The innovative and challenging part for the marketing management of Zara is to
showcase procedure which involves the designation of obligations to individuals from
this advertising group (Phadermrod, Crowder & Wills, 2019).

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Topic 5: Product Launches
Successful product launch of Maruti Suzuki’s NEXA segment in India:
Talking about the accomplishment of NEXA, Shashank Srivastava, Executive Director,
Marketing and Sales, Maruti Suzuki India Ltd. stated, "In under 4 years of its dispatch, Nexa
has quickly developed to turn into the best premium retail organize in India and contributes
over 20% to our all-out deals. In this limited capacity to focus time, we have arrangement
more than 360 NEXA outlets covering in excess of 200 urban areas and included more than 9
lakhs cheerful NEXA clients. This versatile NEXA terminal will assist us with connecting
with clients in geologies where NEXA outlets are right now not present." he included
(marutisuzuki.com, 2019). In the context of NEXA, the external factor adversely affects the
launch of this segment. For instance, this segment is launched in India, when the Indian
economy is facing the downside and the per capita income of the people is also declining
(marutisuzuki.com, 2019).
The economical factor is the main external reason behind the failure of the product. The
company have no control over the external environment but they decide their policies and
implement appropriate changes as per the condition of the external environment. When the
economic values of a country are running down the situation for unemployment is created in
the country, which eventually decreases the purchasing power of the population. However,
the internal factors also contributed in the failure of this product launch. The company fails to
provide the excellent customer service as per the views of the customers (marutisuzuki.com,
2019).

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Unsuccessful product launch by McDonald in the year 1996
McDonald's has likewise encountered various progressively customary promoting issues in
the year 1996. The vast majority of these issues have been issued with new items that have
neglected to move customers. McLean Deluxe (an endeavor to cook for the wellbeing
cognizant client) and McSoup are two evident models, yet it was with the Arch Deluxe
burger that McDonald's accomplished its most humiliating lemon. Showcased as the 'Burger
with the Grown-up Taste', the thought was to have a burger which wasn't related with kids.
For sure, the promoting effort for the Arch Deluxe slammed the management to achieve the
success (Mcgrath, 2019). Thus, this product launch has become the failure for the company.
In 1996, due to globalization people have vast variety of choices in the fast food product.
Many products became successful but many products also had to touch the depth of failure.
In this context, McDonald’s Arch Deluxe had to face failure because people loved to choose
other product instead of giving importance to this. McDonald’s even discontinue this product
only in 7 months after the launch (Mcgrath, 2019).

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theory, practice, and cases. Abingdon: Routledge.
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R. (2018). Implanting
strategic management. New York: Springer.
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R. (2018). Marketing: an
introduction. London: Pearson.
David, M.E. and David, F.R. (2017). The quantitative strategic planning matrix: a new
marketing tool. Journal of Strategic Marketing, 25(4), pp.342-352.
Gürel, E. and Tat, M. (2017). SWOT analysis: A theoretical review. Journal of International
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Marketing Management. Abingdon: Routledge
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Promotion) and Service on Customer’s Decision of Using BSM Saving Products. Global
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September, 2019]

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Moon, S. and Kamakura, W.A. (2017). A picture is worth a thousand words: Translating
product reviews into a product positioning map. International Journal of Research in
Marketing, 34(1), pp.265-285.
Perreault, W.D. (2018). Essentials of marketing. New York: Mc Graw Hill.
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