Business Strategy and Ethical Considerations

This assignment delves into the core business strategies employed by the apparel brand Ben Sherman. It examines their focus on product quality, customer satisfaction, transparent communication, and a dedication to creating an equitable workplace environment. Students are tasked with analyzing these elements and understanding how they contribute to Ben Sherman's overall success.

Assignment
Qualification Unit number and title
Unit 04: Marketing Principles: Level 4
Student name and ID number Assessor name
Date issued Completion date Submitted on
LO Learning
Outcome
Assessme
nt 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
Learner declaration
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 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 FSB.
 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:
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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 Contextualisation
M1 Identify and apply strategies to
find appropriate solutions
Effective judgements have been made. 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. (Task 1)
M2 Select / design and apply
appropriate methods / techniques
Appropriate learning
methods/techniques have been
applied.
To achieve M2, you need to use a range of sources of information for 2.1. (Task
2)
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 provide an appropriate method of communication to
illustrate the differences in marketing products and services to businesses rather
than consumers. (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 synthetise, analyse and evaluate the benefits and
costs of marketing orientation for the organisation outlined in the “Shaping
Your Future” section or with an example of your choice. (Task 1)
D2 Take responsibility for managing
and organising activities
Activities have been managed. To achieve D2 To achieve D2, you need to conduct a critical analysis of how
macro and micro environmental factors influence marketing decisions. (Task 2)
D3 Demonstrate convergent /lateral /
creative thinking
Convergent and lateral thinking have
been applied.
Problems have been solved.
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. (Task 3)
OR
To achieve D3 you need to assume that you are a newly appointed marketing
manager of the organisation outlined in the “Shaping Your Future” section.
You have been asked to convince the board on the benefits of global
investments.
Present your response using 12-15 slides (excluding references and
appendices). You are expected to address the following issues:
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 The importance to 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. (Task 4)
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.
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Assignment brief
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 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 FSB will not publish or use this information for commercial purposes
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Shaping Your Future
The Background Information
Whose plan is this?
Vodafone
Business and owner details:
Vodafone; Jeroen Hoencamp
Business name:
Vodafone Plc
Owner(s) name:
Jeroen Hoencamp
Business address and postcode:
Vodafone Group Plc,
Vodafone House, The Connection
Newbury, Burkshire
RG14 2FN, England
Business telephone number:
[phone]
Business email address:
-
Section one
Executive summary
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1.1 Business summary:
Vodafone is a leading communication services company and its major service areas are fixed line services, broadband, mobile and television products along with
networked IT services.
1.2 Business aims:
Vodafone aims at giving excellent customer service. Their aim is to be within easy reach and ensures that the customers get the answers they want easily and
quickly.
Additional Information:
Vodafone is amongst Interbrand’s top 50 annual ranking of the world’s most valuable brand
Details of future training courses you or your team want to complete:
On job training
Self improvement program
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:
Phones, Broadband and TV, Business Phones & Broadband packages, Phone & networking services
2.3 Additional information:
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Section three
The business environment
3.1 Who are your customers:
individuals
businesses
 both
3.2 Describe your typical customer:
My typical customer is middle aged man, aged around 44, has a family, is a homeowner, drives a 4x4, drops his children off at school, shops in Manchester's,
listens to Radio 4 and enjoys watching ruby matches.
3.3 Where are your customers based?
Vodafone’s customer base is spread in over 170 countries globally
3.4 What factors help your customers choose which business to buy from?
 Image
 Convenience
 Service
 Uniqueness
 Price
3.5 Have you sold products/services to customers already?
 yes
no
If you answered “yes”, give details:
3.6 Additional information:
Section four
Market research
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4.1 What market information have you obtained so far?
Vodafone‘s ‘fibre to the basement’ technology is enabled to deliver superfast broadband to the remote areas of UK
4.2 Do you intend to conduct further market research? If so, discuss briefly:
Yes, Vodafone group intends to organize further market researches in order to help them to plan strategies to
 Develop Vodafone payphone kiosk into a solar box for mobile charging
4.2 Key findings from research:
It has been observed that more than 90% of homes in London and businesses get access to the low priced fibre broadband which is mainly aimed for home
workers and SME’s. However a small portion of the interior areas are generally served by ‘exchange only’ lines which is a much bigger task to serve with this
kind of a technology.
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
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By reaching my market This will give a wider audience and is relatively cheaper than any other
type of marketing. Also this will provide legitimacy to the business. 1% of sales
TOTAL COST approximately £ 40,000
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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
1. Cable & Wireless
Worldwide Plc
2. Deutsche Telekom AG
3.BT Group Plc
4.Geo Networks
5.Talk Talk
Mobile & mobile data, Fixed
line, Broadband
Fixed network lines, broadband
lines
Mobiles & internet services,
broadband
Ethernet, IP services
Mobiles & mobile services,
Broadband
The company has an
innovative work culture
Strong performance of
broadband service
Diversified geographical
portfolio
Efficient supply chain
Presence in emerging
markets
High ratio of staff turnover
Limited presence in Asian
market
No network in rural areas
Inefficient work culture
Negative return on assets
6.2 SWOT analysis:
Strengths Vodafone group has signed the world’s largest renewable energy
deal
Weaknesses The company relies heavily on the UK Market for major
revenue share
Opportunities Increase in the demand of 4G technologies Threats The company faces constant pressure from rival companies
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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
 Concerning impact in the land
use pattern like agriculture,
fishing, unplanned exploitation of
natural resources etc
 Changes in local population
levels due to increased
immigration
Economic
 Increase in uneven socio economic
patterns due to income differences
of local population levels
 Rise in the costs of energy and
food prices changing consumer
buying patterns
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
 Due to continuous rise in the
population there is a sharp rise in
the prices for every product and
services
Technological
 New ways of producing goods and
services
 New ways of distributing goods
and services
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
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)
World’s oldest and trusted telecommunications company
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Section seven
Operations and logistics
7.1 Production:
The Company has service facilities in across 170 countries serving around 7000 public and corporate sector consumers.
7.2 Delivery to customers:
Seamless and faster broadband service network to the customers
7.3 Payment methods and terms:
COD
7.4 Suppliers:
Name and location of supplier Items required
and prices
Payment arrangements Reasons for choosing supplier
Local suppliers Optical fibre On delivery Reliability in the market
7.5 Premises:
Regional areas of operation
7.6 Equipment:
If being bought
Item required Already owned? New or second hand? Purchased from Price
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Optical fibre New Local vendor
7.7 Transport:
Local Transport
7.8 Legal requirements:
As per regional legislations
7.9 Insurance requirements:
As per the companies terms and policies
7.10 Management and staff:
7.11 Additional information:
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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
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
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)
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.
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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.
Task 3 Understand the Individual Elements of the Extended Marketing Mix
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)
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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, 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
19

detailed in the Shaping Your Future section above OR the organisation from the designated list held and
approved by Student Support
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 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
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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 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)
1.1
Vodafone is the world’s second largest telecommunication company which was founded in the year 1991. The
company has more than 400 million customers round the globe with its operations extended in around 30
countries.
[Source: https://www.google.co.in/search?
q=vodafone+uk&biw=1366&bih=643&source=lnms&tbm=isch&sa=X&ved=0CAcQ_AU]
1.1 Explain the various elements of the marketing process
The marketing process at Vodafone reflects the processes that are designed to enhance the customer experience
and create positive perception among their customers which will help to drive their services.
[Source: https://www.google.co.in/search?
q=marketing+process&biw=1366&bih=643&tbm=isch&tbo=u&source=univ&sa=X&]
The key components of marketing process:
 Vodafone makes detailed analysis of the market environment, the current market trends and the
preferences of the segmented markets to design effective marketing strategies and activities that will
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satisfy the needs and wants of their specific customers.
 Vodafone design specific marketing objectives that maxims their profits and increases the value of their
brand image.
 They develop a planned framework to create positive customer expectations through their commitment
to deliver quality and excitement like never before for their valued customers.
 To assess the levels of efficiency and improve the various aspects of their marketing process, Vodafone
prefer documentation of their core business activities to deliver accuracy, accessibility and
accountability. (Ronkainen; Czinkota, 2006)
SWOT analysis of Vodafone
Strengths Weakness
 Vodafone has a stream lined process of
decision making lead by team of strong
board of members.
 The company is backed by experienced
workforce.
 Vodafone is dependent on IT enabled
technological services for their core
business operations. So any dynamic
changes in the pricing and promotional
strategies have direct influence on its
profitability.
Opportunities
 The company should focus on adapting
the latest technologies which will be
helpful in the long term goals.
Threats
 Prospective threat from other
competitors due to its brand portfolio
technological expertise and distribution
network.
(BPP Learning Media 2013 and Bohm, 2009)
Environmental analysis
Political, Economic and Social impacts include:
 Concerning impact in the land use pattern like agriculture, fishing, unplanned exploitation of natural
resources etc
 Changes in local population levels due to increased immigration
Technological impacts are:
 New ways of producing goods and services
 New ways of distributing goods and services
Environmental impacts are:
 Exploration and production operations result into harmful atmospheric emissions like carbon dioxide,
carbon monoxide, methane, sulphur dioxide, hydrogen sulphide etc
Legal impacts are:
• This act regulates the formation and proceedings of cartels by the firms in their activities.
• It prevents the abuse of inherent market position of a firm at national or local level.
(Reeve, 2002)
1.2 Evaluate the benefits and costs of a marketing orientation for Vodafone
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The marketing orientation has helped Vodafone evaluate and identify their known strengths, improve over their
weaknesses, discover potential opportunities and reduce the threat to operate in the highly volatile market
environment. The various benefits of market orientation at Vodafone:
 Market orientation has helped Vodafone maintain their leadership position in the telecom market
through their customer centric strategies. This has helped them increase the marketplace responsiveness
by designing services that not only exceed customer expectation and satisfaction levels but also
integrate high levels of quality and safety that are delivered within a time bound frame.
 It has also helped Vodafone drive consistent performance and improvements in their services by
integrating innovation, uniqueness and creativity.
Vodafone have extensively made investments in their market research activities to understand the
changing preferences and behaviour of their customers by involving expertise skills and intelligence to
respond accurately to the market demands and needs. (McDaniel; Lamb, 2008)
In addition to this, it can be stated that by having an improved focus on marketing orientation the business
entity can have better opportunities in the market. With an assistance of this, innovative products can be
promoted effectively in order to meet key goals and objectives. Vodafone can easily attract more customers for
sustainable development. Along with this, the stores can opened at various locations in order to enhance the
convenience level. Company is using all the product, production and selling concept very using the best process
to create the high quality product and then selecting a right target market for the product. However, at the initial
level the cost of orientation is which might affect the overall outcome in regard to cost. Along with this, the
long term cost can be controlled effectively for sustainable development.
M1
Different kinds of strategies and their applications
 Target market- Vodafone constantly tries to create a target market for their products as soon as the
products and services get accepted by the customers. The management usually tries to evaluate which
demographic group who are defined by age, income, education, occupation etc. will find their products
and services engaging.
 Testing- Vodafone frequently discusses their new product ideas with their customers which further
helps them to test any modifications of the product or service before launching the same in open market.
It also helps in fixing a decent price of the product or service.
 Marketing and advertising- Vodafone regularly evaluates how well the products and services provided
are selling before exploring into new markets. It is also very important to determine where their rivals
are selling their products. The management should try to explore the publications and media houses
used by their loyal customer base so that they reach them through various modes of advertising. For
example, by distributing coupons in a renowned magazine will help Vodafone in reaching the local
consumers.
The elements of marketing mix are:
 Product- are the tangible or intangible products that are offered by companies in order to fulfil the needs
of an end user
 Price- price of a product or service is always indirectly reciprocal to the ratio of its availability in market
which means lesser is the availability of product or service, more increase will be in its price and vice
versa
 Promotion- are the ideas carried out by the traders in order to make the customers get aware of the brand
which can be done either creating advertisements to reach the masses or by spreading awareness by
word of mouth
 Place- it indicates the locations where the products or services are available. A customer can purchase
25

products or services either through a physical or virtual markets
Task 2 (L.O.2: 2.1, 2.2, 2.3, 2.4, 2.5 and M2, D2)
2.1 Show macro and micro environmental factors which influence marketing decisions
Macro and micro marketing are part of the marketing process and overall marketing environment.
Thus: micro + macro = marketing environment
External environment factors- are not within an organization’s control, where the success of the organization is
dependent on the compliance with the environment. In this regard, the external marketing environment of an
organization consists of Micro and Macro Environment.
[Source: https://www.google.co.in/search?
q=micro+and+macro+environmental+factors&hl=en&biw=1366&bih=643&site=web]
 Micro Environment: The factors of micro environment are the factors that have been in the proximity of
the organization.
26

Factors of Micro Environment are:
I. Suppliers: the suppliers of the firm are in a position to alter its marketing capabilities and competitive
position.
II. Customers: the marketing plan of the firm is required to be capable of attracting and retaining the
customers through the products that are able to fulfil the needs of the customers.
III. Employees: the employees who have relevant knowledge, motivation and skills etc. have an impact on
the product quality and customer service etc. which in turn are the elements of marketing mix of an
organization.
IV. Shareholders: shareholders invest capital in the firm. As a result, marketing plan is required to be
developed on the basis of the funds available with the organization that come from the shareholders.
V. Media: positive attention by the media can be immensely helpful for an organization and at the same
time, the negative attention by media can bring disastrous results for the organization.
 Macro environment: the factors of macro environment act externally and are not within the control of the
organization.
Factors of Macro Environment are:
I. Demographic Factors: As the people from the markets, marketers analyze and monitor the population.
At the same time, marketers also consider age distribution, education levels, ethnic mix, income levels
etc. which can help them in segmenting.
II. Economic Factors: It includes the factors that have an impact on the purchasing power of the consumers
and on spending power.
III. Physical factors: the renewable and non-renewable resources of the earth are included in the physical
factors.
IV. Technological factors: developments in technology are taking place at a fast pace and it is vital for the
organizations to adapt to these changing technologies if you want to deal with the intense competition.
V. Political and Legal Factors: the happenings taking place in legal and political arena also have a
significant impact on the decisions made by the marketers. The reason is that sound marketing decisions
cannot be made without considering the factors like the political party in power, government agencies
27

and the laws of the land.
VI. Social and cultural factors: an attempt is made by the social forces to make marketing socially
responsible. As a result, its focus is on the fact that an organization is required to take steps toward
eliminating products that may be harmful for the society and create products that are beneficial for the
society. (Blythe, 2013)
2.2 Propose segmentation criteria to be used for products in different markets
Organizing market segmentation in the already targeted market segments is the most vital part of market
analysis. A market segment of Vodafone should be:
I. Measurable- at Vodafone, the market segment is measured on the scale of sales value or volume. The
company should actively research the market in order to identify the market segmentation size.
II. Substantial- Vodafone believes that investing money on an insufficient market segment which has
minor spending power is a complete waste of funds and time. A feasible market segment is generally a
compatible group that defines features such as age group, background and the awareness for brand.
III. Accessible- it is very important to observe carefully how a group might be accessed and whether or not
they fall within the boundaries of the company’s strengths and weaknesses.
IV. Differentiable- the differences between market segments should be closely and clearly defined so that
the final campaigns, products or services and the marketing tools can be implemented on them without
any overrun.
Actionable- the market segmentation at Vodafone must have a practical approach and the features must
generate the supporting data for the sales point of view. (Simkin; Dibb, 2013)
In addition to this, it can be stated that Vodafone can have better opportunities in the market by having an
application of segmentation tools. In order to have sustainable development the business entity is well focused
towards demographic segmentation because it allows to target customers on the basis of demographic values.
By having an assistance of such values the issues can be overcome and lead business to impressive level of
success. Age, gender and profession will be key factors on the basis of which marketing activities will be
designed to attract more customers. It will assist in advancing the customer base and enhance overall outcome
efficiency.
2.3 Choose a targeting strategy for a selected product/service
Targeting strategy can be defined as method of selecting potential customers to whom a business wants to sell
its products or services. It involves segmenting the market and choosing the appropriate segment and further
deciding which product or service will be provided in each segment. The basic motive behind this is to locate
the target markets and potential customers who might be in interested in purchasing the services. In case of
Vodafone, the firm should initially target those customers who are looking forward for best telecom service
packages.
 Age target marketing- Vodafone should make efforts to target its services to particular age group in
order to concentrate on the marketing strategies and create interest with the particular group.
 Income conscious marketing- this strategy will help Vodafone in shaping up the prices of the services
along with the marketing campaign.
 Gender defined marketing- at Vodafone; it helps in shaping the advertising campaigns towards specific
gender. The fulfilment of this hugely depends on the outcome of the initial market analysis and the basic
gender requirement in the domestic market.
 Geographical target marketing- Vodafone’s marketing campaign needs to fulfil the geographical
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demands of the potential consumers in the domestic as well as international market
(Hartline; Ferell, 2010)
For continuous improvement, Vodafone can have improved focus on differentiated targeting so that goals and
objectives can be accomplished effectively. It means the products will be presented in different manner which
might affect the overall outcome. Unique features of services will be marketed in order to attract more
customers. It helps in improving brand image and make sure that sustainable opportunities are being created.
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations
Buyer behaviour is made up of internal and external factors which help in generating a detailed classification
about why a customer prefers a particular service or product and reject others. Buying behaviour comprises of
internal as well as external factors that can explain why a particular consumer will buy and use a product or
service. Such behaviour may have an impact on the marketing strategy used by the firm to promote its products.
To understand the buyers’ behaviour company can use rational Decision making as in which consumer
recognize his needs then they search for things that can satisfy him. Consumer search different things and find
different alternatives. He compares all and selects the best one. In addition to this, it can be said that if
customers believe in products that create emotional values. It means Vodafone will design marketing campaign
according to such need so that better trust can be built in order to have sustainable opportunities.
At Vodafone, buying behaviour is involved how people buy, what and why they buy. In this way, elements
from economics, psychology, anthropology and sociology are blended in it. The needs of the buyers are
triggered when they are looking for something and as a result of this desire, the buyers may look for
information sources like newspapers, social media or the Internet. In case of Vodafone, the purchasing
behaviour of the potential customer has a very important affect on its marketing activities. It has been observed
that approximately 70% of customers buying decision depend on corporate social responsibilities and they are
also ready to shell out a premium price for the product or services available. (Zaltman; Bonoma, 2011)
29

[Source: https://www.google.co.in/search?
q=buying+behavior+process&biw=1366&tbm=isch&tbo=u&source=univ&sa]
Consumer buying decision process depends on the following factors:
I. Recognition of the need
II. Search for information
III. Looking for alternative solutions
IV. Purchase decision
V. Post purchase action
2.5 Propose new positioning for a selected product/service
The positioning strategies help in creating a brand identity for Vodafone by associating customers with unique
perception and desirability at the marketplace. The positioning strategies of Vodafone include:
 Identifying the telecommunication market competition in global market and applying creative strategies
to communicate strong positioning in the unknown market
 Understanding the positioning of the domestic telecom operators by competitor analysis to differentiate
their brand identity and service offerings
 Comparing the core strengths and opportunities at Vodafone with other competitors to assess their core
competencies and make better improvements
 Developing a value based positioning strategy to craft uniqueness in their service plans and exceed the
customer expectations
• Students must suggest a new improved marketing position for their chosen product. They must include
a positioning statements of their selected product/company offerings.
• * They must indicate how different elements of marketing mix can create successfully position
in the mind of consumer.
• * Learners must briefly mention the methods that need to be employed for repositioning (value
positioning & other methods)
 Distribution Mix : The distribution mix contributes vitally to create the desired competitive position
30

in the consumers' minds
 The right product at the right price will not be positioned successfully in the mind of the consumer if it
is not also at the right place at the right time.
 Marketing channel outlets, storage facilities, inventory control procedures and shipping facilities
(availability of the internet technology and direct shipment) have a major impact of successful
positioning.
 Product Mix : Marketing executives must plan the product mix (a combination of elements such as
physical product, product services, brand and package) desired by the target consumers.
 Price Mix : Pricing strategy (basic price, premium price alterations, credit terms, and
transportation and handling terms) helps to establish the position of the overall market offering
in the mind of prospective consumers.
 (source DARLING, J.R., 2001.)

Communication Mix : The communication mix is of major importance to successful
market positioning (advertisements, personal sales presentations, special promotions and public relations
activities ).
Reposition for Vodapone – is to change own perception on existing dimensions and create a new
dimension
• BPP Learning Media (2013) Marketing Principles: Business Essentials. London. BPP Learning Media.
• Armstrong, G., Kottler, P., Harker, M. and Brennan, R.(2012). Marketing: An Introduction. 2nd edition.
Pearson. ISBN 978-0273762607
• Brassington, F. and Pettitt, S. (2006). Principles of Marketing. 4th Edition. Pearson. ISBN: 978-
0273695592.
• Kotler, P. and Armstrong, G. (2011). Principles of Marketing. 4th edition. Pearson Education. ISBN
978-0273752431.
• West, Ford & Ibrahim: (2010), Strategic Marketing, 2nd Edition, London: Oxford University press.
• Kotler, P. and Keller, K. (2009), Marketing Management, 13th edn, London: Prentice-Hall
M2
Range of sources of information
 Database- through the company database of Vodafone which contains the various illustrations of articles
in available in magazines, journals and newspapers etc. It also consists of quotations from podcasts,
blogs, videos and other platforms of the media.
 Company magazine- through this magazine numerous collections of articles and images in the context
of Vodafone were available. It proved to be helpful as the articles are mainly written by the senior
management and other employees of the organization.
Task 3 (L.O.3: 3.1, 3.2, 2.3, 3.4, 3.5 and D3)
3.1 Explain how products are developed to sustain competitive advantage
Sustainable Competitive Advantage is a crucial requirement of Vodafone to maintain their market leadership in
the telecom industry and retain the identity of preferred choice for their customers’ needs. This has helped them
to identify their core strengths of designing innovation and uniqueness in their customized service plans,
31

thereby, helping them in service growth, performance and profitability.
[Source: https://www.google.co.in/search?
q=buying+behavior+process&biw=1366&tbm=isch&tbo=u&source=un]
Factors contributing to the service development at Vodafone to sustain competitive advantage are:
 Sustainable competitive advantage has helped Vodafone retain customer loyalty by their service
innovations and creativity.
 It has also helped them integrate more improved and strong relationships with their trade partners to
generate better business alliances.
 It has helped Vodafone facilitate improvements in their processes by efficiency in their internal as well
as external operations, work culture, resource optimization, cost effectiveness and increase in revenue
generation.
 It has helped Vodafone build a unique and strong brand identities that can create favorable associations
in the minds of their customers and help them retain their loyalty in the stiff competitive environment.
 It has also helped to sustain marketplace competition by integrating user friendly technological
infrastructure in their processes that could exceed customer expectations by adding convenience and
pace. (McGrath, 2013)
 Vodafone has wide selection of products and they provide good environment with them to the
customer.
 By having introduction of innovative products as per customer needs the competitive advantage can be
gained.
 Improvement in technology of network system might improve the market significance and lead business
to impressive level of success.
 Differentiation strategy can be employed in order to support sustainable product development.
3.2 Explain how distribution is arranged to provide customer convenience
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Distribution plays a noteworthy role in increasing customers’ convenience. Therefore, distribution is considered
as a main competency for organization distribution falling under the classification of Place in marketing mix. It
stresses on the need for developing properties vision system so that customer accessibility can be enhanced
which eventually results in the generation of greater revenue for the firm.
With a view to provide convenience to the customers, it is important that Vodafone determines the right place,
right time as well as the right quantity that has to be distributed. As a result it is very important for Vodafone to
develop effective distribution system regarding the latest products. Vodafone is looking for increasing its
international presence and therefore, requires finding out more convenient methods of distribution to cater to
the needs of geographically dispersed customers. Vodafone is required to develop a distribution system that is
able to ship the products of the company to any part of the world in order to enhance customer convenience.
This type of convenient distribution system is likely to result in higher customer satisfaction and in this way it
will also result in generating greater potential for sales. The distribution channels of Vodafone seek to offer
convenience to their customers by making their services available to the customers across wide destinations.
The management at Vodafone is dedicated to craft customized service offers by maintaining high standards of
quality and safety in their service offerings at prices which are low and affordable to match their customer’s
budget requirements. Vodafone have also integrated more convenience for their customers by using
technologies that are faster and comfortable in their processes. The customers can interact with their specialists
to specify and discuss their IT preferences and exclusive personal needs at their user friendly and interactive
websites. (Michl; Foley, 1999)
http://www.web-books.com/eLibrary/NC/B0/B66/074MB66.html
3.3 Explain how prices are set to reflect an organization’s objectives and market conditions
The decisions about pricing at Vodafone are influenced by:
 To sustain in the highly competitive and price sensitive market fluctuations, Vodafone have decided to
adapt competitive pricing strategies to add value to the customer satisfaction levels. This has helped to
33

increase their core competency by stimulating quality and experience levels of their customers.
 To sustain market demand and the changing preferences of the customers, Vodafone have integrated
pricing decisions that are in compliance with the relative demand need.
 Vodafone have embraced prices that stimulate their brand building efforts to create strong identity by
becoming the preferred choice of their customers for satisfying telecom needs.
Make additional notes on the below please
http://www.netmba.com/marketing/pricing/
http://mgmtblog.com/?p=123
3.4 Illustrate how promotional activity is integrated to achieve marketing objectives
In order to attain marketing objectives, there are several promotional activities that are required. In one aspect
of the marketing mix, promotions emphasize on the strategies that can be used by the organization to provide
information and at the same time, create awareness regarding the products of the company. The promotional
activities may include sales promotion, personal selling and various strategies of advertising. The promotion
strategy to be adopted by Vodafone is as follows:
 Understanding the current market potentials at UK to assess the needs of the customers.
 Reviewing the promotional channels to use the appropriate mix of promotion tools and techniques to
attract more consumers
 Developing recommendations for IT products branding and identification to target the segments and
effectively implement the promotional strategies
34

(Yeshin, 2006)
1. Personal Selling
Basically personal selling is one-to-one communication between seller and prospective purchaser. It generates
direct contact with prospects and customers. It is one of the most expensive forms of promotion.
Examples: personal meetings, telemarketing, e-mails, and correspondence
2. Advertising
Advertising is a form of nonpersonal promotion. It is when companies pay to promote ideas, goods, or services
in a variety of media outlets. It can be found everywhere. With advertising, a company engages in a one-way
communication to the prospect or customer.
Examples: magazines, newspapers, television, websites, city buses, etc.
3. Direct Marketing
35

Direct marketing is a type of advertising directed to a targeted group of prospects and customers rather than to a
mass audience. Two forms of direct marketing are printed by mail, or direct by e-mail. The goals of direct
marketing are to generate sales or leads for sales representatives to pursue. Direct marketing allows a business
to engage in one-way communication with is customers about product announcements, special promotions,
bulletins, customer inquiries, and order confirmations.
Examples: direct mail, e-mail
4. Sales Promotion
Sales promotion basically represents all marketing activities other than personal selling, advertising, and public
relations. Sales promotions are used to stimulate purchasing and sales and the objectives are to increase sales,
inform potential customers about new products, and create a positive business or corporate image.
Examples: coupons, product samples, point-of-purchase displays
5. Public Relations
36

Public relations activities enable an organization to influence a target audience. Most of the time, public
relation campaigns try to create a favorable image for a company, its products, or its policies. Companies give
news releases to announce newsworthy developments about a company's products or services, distribution
channels, facilities, operations, partners, revenues and earnings, employees, and events.Publicity is one tactic
that public relations professionals use. This means bringing newsworthy information to the public.
Examples: a campaign to encourage businesses to donate computers to schools, donating to hospitals, donating
to a cause
3.5 Analyze the additional elements of the extended marketing mix
The application of the extended marketing mix elements at Vodafone:
 The company has customized the services as per specific customer requirements and interests to deliver
valued services. They even, make efforts to maintain high standards of quality, safety and precision in
their exclusive and creative service offerings.
 They have designed competitive pricing strategies to add value for money at unbeatable price offers to
attract potential clients.
 They have developed interactive customer services to encourage customer participation in planning and
designing
Vodafone has developed feedback and response mechanism to integrate customer’s experiences so that
they can address any issues or concerns to improve their service offers. (Belohlavek, 2008)
Task 4 (LO4: 4.1, 4.2, 4.3, and M3, D3)
Market mix needs to be adopted for various business contexts and different organizations. Generally
marketing mix is referred to as the 4Ps which are product, place, price and promotion. In order to fulfill
the needs of the customers, organizations are required to develop products or services that can satisfy
them. (Richter, 2012)
37

[Source: http://blogs.ubc.ca/marketingmix/files/2013/03/marketing-mix-seasonal-pricing.jpg
Globalization can be explained as the assimilation of the markets in the global economy. Mentioned below are
the characteristics of globalization:
• Better trade of goods and services in UK and the regions within
• Rise in transfer of revenue which also includes the FDI
• Expansion of the global brands
• Dimensional division of labor
• Increased level of labor migration
• Countries such as China, Russia and India has associated with WTO
• Growth investment, innovation and infrastructure
• The economy across the world has become more inter-dependent
(Ritzer, 2010)
4.1Plan marketing mixes for two different segments in consumer markets
The latest innovations in the telecom market are the 3G and 4G networking standard. Today’s youth has
identified the use of high speed network connections to meet the fast pace standard in their lifestyles. They're
very precise regarding the features therefore it is imperative to offer network service which has good quality
features. At the same time, the youth are also very sensitive to the price therefore the product needs to be priced
affordably. Moreover, in order to create more awareness regarding the product in the market, promotions can
also be used. At the same time, households are more concerned regarding the Wi-Fi enabled routers which offer
better surfing quality. As a result of the products offered by the competitors in the market, consideration also
needs to be paid to the price of the product. Moreover, it also needs to be ensured that the product is easily
accessible.
Factors considered when expanding the business of Vodafone in the global market
• Economic factor: it is very important for Vodafone to clearly evaluate the economic condition of the
market it is looking to explore.
• Social and cultural factors: Vodafone must seriously consider the social and cultural differences in the
terms of language spoken, religion practiced etc. can act as an obstacle in its marketing efforts
• Political and legal factors: Vodafone should clearly understand the approach of the government of the
country it is looking to explore before carrying out any business
38

• Market attractiveness: Vodafone must analyze the potentiality of the new market in terms of revenue
generation, probable rivals etc.
Segment 1- children, boys, 5-10,
Croydon, with parents or
guardians
Segment 2 – Adult male workers,
30-35 years, earning overf 55,000
pounds per year
Product or service Children’s only tariff High speed 5G tariff for children
Price Value based – cheap – 3 pounds
per month
47 pounds per month
Place Online/website Online/website
Promotion TV and children’s programmers TV and radio and internet
People Staff staff
Physical evidence Fun, goodness, friendly, child
protection, secure
Fun, goodness, fast, secure
protection, secure speed
Process Buy online only Buy online only
What are your two customer segments – please apply to two products of your choice – for example see
vadophone website
About North American Free Trade Agreement [NAFTA]
This agreement is signed by Canada, Mexico and USA came into force in the year 1994 and has helped in
creating a trilateral rules based trade bloc in North America.
[Source: https://s3.amazonaws.com/authorstream/content/169218_633740020852862500.jpg]
The primary goal of NAFTA is to eradicate the barriers of trade between the signatory nations.
The purpose of the NAFTA agreement is to: Allow free movement of goods and services among the countries Promote competition in the free trade areas Protect the property rights of people and businesses in each country Be able to resolve problems that arise among the countries Encourage cooperation among countries
(McKinney, 2000)
39

European Union
EU is a politico-economic union of 28 member states which are mainly located in Europe. It operates through a
system of supranational institutions and I
intergovernmental negotiated decisions by the members.
[Source: http://cdn-2.tstatic.net/tribunnews/foto/bank/images/Uni-Eropa.jpg]
EU has developed a single market by applying a standardized system of law which is applicable on the member
states. Its policies aim to ensure free movement of people, goods, services and capital and maintain common
policies on trade, agriculture and regional development.
4.2 Illustrate differences in marketing products and services to businesses rather than consumers
There is a difference in business to business marketing and the business to consumer marketing. In case of
business-to-business marketing, more focus is on the logic of the product. To achieve this purpose, the features
of the product can be emphasized heavily. Similarly, in case of business to business marketing, little or no
emotions are involved in the purchase decision. On the other hand, the B2B market is more interested in
knowledge and therefore their continuous is seeking information regarding the product. As a result it is
important to provide more in-depth knowledge along with the marketing materials in case of business-to-
business marketing. On the other hand, in case of business to customer marketing, the focus is on the benefits
offered by the product. In this case, the decisions are emotional. The customers are looking for convenience and
as a result the use of a wide range of distribution channels is highly significant for them. Customers also need
the firm to clarify certain points regarding the benefits that can be derived from the product. Therefore, in case
of business to customer marketing, an effective strategy need to concentrate on the results and the benefits
offered by the product.
40

http://www.ianjmacdonald.com/blog/wp-content/uploads/2011/05/Table.jpg [accessed 29 June 2015].
4.3
Show how and why international marketing differs from domestic marketing
In case of international marketing, the marketing environment is much more intricate. Domestic marketing
takes place in the host country, which has simple environment and also comparable to the environment of the
company. In such a case, the company is accustomed to the economic, political, technological and socio-
cultural environment. As a result, it is easy for the company to plan the marketing activities. But in case of
international marketing, it is more complex as the companies are in every game is subjected to the global
market environment. As a result, the companies have to pay attention to the political, technological, economic
and other aspects of the world. Moreover, in case of international marketing environment, there is more
uncertainty due to which the task of marketing planning becomes more difficult.
(Brady, 2014)
International Marketing Domestic Marketing
• Barriers in international trade is featured by
tariff and non tariff issues
• International trade involves exchange on the
basis of different currencies
• The exchange of currency takes place under
government rules and regulations
• Trade must be done after undertaking
diversification into consideration
• There is no such limitation in case of
domestic trade
• Domestic trade involves exchange on the
basis of same currencies
• Government interference is zero or minimum
only in case of necessary products
• Culture does not have any major affect in
case of domestic marketing
41

• International trade is subjected to excessive
competition
• It is subjected to complicated documentation
• Competition is less intensified in comparison
to that of international trade.
• It does not involves much of paper work
CONCLUSION
Thus from the above discussion we can conclude that business enterprises are largely focusing on marketing
principles to develop breakthrough ideas that can meet the changing market demands and the customer
preferences. They have adopted a wide variety of marketing tools for better market performance, growth and
revenue generation. This has helped the business enterprises in sustaining competition, maintaining customer
base and loyalty, creating strong brand image and devising effective promotion tools to communicate their core
competencies and business strategies in the marketplace.
REFERENCES
Bohm, A (2009). The SWOT Analysis. GRIN Verlag
Blythe, J (2013). Principles and Practices of Marketing. SAGE Publications
Belohlavek, P (2008). Unicist Marketing Mix. Blue eagle Group
Hartline, M; Ferell, O (2010). Marketing Strategy. CENGAGE Learning
McGrath, R (2013). The End of Competitive Advantage. Harvard Business Press
Michl, R; Foley, D (1999). Growth and Distribution. Harvard University Press
McDaniel, C; Lamb, C (2008). Essentials of Marketing. CENGAGE Learning
Ronkainen, I; Czinkota, M (2006). CENGAGE Learning
Reeve, R (2002). Introduction to Environment Analysis. WILEY Publications
Simkin, L; Dibb, S (2013). Market Segmentation Success. Routledge
Yeshin, T (2006). Sales Promotion. CENGAGE Learning
Brady, D (2014). Essentials of International Marketing. Routledge
McKinney, J (2000). Created from NAFTA. M.E.Sharpe
Richter, T (2012). International Marketing Mix Management. Logos Verlag Berlin GmbH
Ritzer, G (2010). Globalization. WILEY Publications
Merit 3 -
Quality:
Quality is essential in everything we do. We constantly strive for excellence in all aspects of our business by
continuous improvement of our products, processes, manufacturing performance and support services.
Customer Service:
We recognise that the customer is a fundamental element of our business and must be offered excellent service
from design to after sales service. We endeavor to understand our customers' requirements and provide them
with a quality product at competitive prices.
Communication:
42

We aim to create an environment where communications between everyone are open and honest, in all areas
and at every level.
True involvement in business objectives depends on good communication between all employees. We believe
this is very important so that information and ideas can be freely and easily exchanged.
Your contribution to the spirit of open communication is essential.
Equality of Opportunity:
We are committed to an active equal opportunity policy, from recruitment and selection, through training and
development, appraisal and promotion, to retirement.
It is our policy to promote an environment free from discrimination, harassment and victimisation where
everyone will receive equal treatment.
All decisions relating to employment practices will be objective, free from bias, and based solely on work
criteria and individual merit. In every set of circumstances we aim to find the ‘best fit' between personal
qualities and business needs.
Source: http://www.bensherman.com/life_at_ben_sherman/ [accessed 04 July 2014].
43
IMPORTANT
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG
DO NOT LEAVE THINGS TO THE LAST MINUTE