BTEC HND: Marketing Plan and Process at Cherish Biscuits, Sri Lanka

This assignment focuses on developing a marketing plan and analyzing the marketing process for Cherish Biscuits, a Sri Lankan biscuit manufacturer. The student, acting as a Junior Marketing Analyst, addresses key areas such as the concept of marketing, its relationship to the wider organizational context, and its role in the marketing environment. The assignment includes a competitor analysis, evaluating marketing strategies and tactical approaches, and providing recommendations for a new product line. It also involves creating a webinar presentation and a detailed marketing plan with a media component. The overall aim is to develop a compelling and creative marketing strategy aligned with organizational objectives. Desklib offers a wealth of resources for students, including similar assignments and past papers to aid in their studies.

BTEC PEARSON HIGHER NATIONAL DIPLOMA IN
BUSINESS OFFERED BY AMERICAN COLLEGE OF HIGHER
EDUCATION
Marketing Process & Planning
UNIT 02
Student Name: Abdul Baasith
Student Pearson ID: J/618/5035
HND/ 2022
ACHE STUDY CENTRE: Kandy

DATE OF SUBMISSION:
Submitted to: Mr.Shanjayan Arthamarajan

STUDENT ASSESSMENT SUBMISSION AND
DECLARATION
When submitting evidence for assessment, each student must sign a declaration confirming that
the work is their own.
Student name:
Abdul Baasith
Assessor name: Mr. Shanjayan Arthmarajan
Issue date:
06/11/2022
Submission date:
20/12/2022
Submitted on:
29/01/2023
Programme:
Unit: 02
Assignment number and title:
Plagiarism
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students
who break the rules, however innocently, may be penalised. It is your responsibility to ensure that
you understand correct referencing practices. As a university level student, you are expected to
use appropriate references throughout and keep carefully detailed notes of all your sources of
materials for material you have used in your work, including any material downloaded from the
Internet. Please consult the relevant unit lecturer or your course tutor if you need any further
advice.
Student Declaration
Student declaration
I certify that the assignment submission is entirely my own work and I
fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.
Student signature: Abdul Baasith
Date:29/01/2023

AMERICAN COLLEGE OF HIGHER EDUCATION
BTEC HND DIPLOMA IN BUSINESS (LEVEL 4)
ASSIGNMENT COVERSHEET 2022
UNIT TITLE & CODE UNIT 1: Marketing Process & Planning LEVEL 4
STUDENT NAME Abdul Baasith CREDITS 15
ASSESOR Mr. Shanjayan Arthmarajan STUDENT ID J/
618/50
35
ASSESSMENT I.V by: Ms.Muditha
Wijesundara
ASSIGNMENT ISSUE
DATE
06/11/2022 ASSIGNME
NT
SUBMISSIO
N DATE
20/12/2022 Word
Count
2000-2500
Assessment has been internally verified for use.
Internal Verifier Name: Ms.Muditha Wijesundara
Signature: Date Verified : 03/02/2022

Unit 2: Marketing Processes and Planning
Assignment Brief 1
Student Name/ ID
Number
Unit Number and
Title
Unit 2: Marketing Processes and Planning
Academic Year 2022
Unit Tutor Mr. Shanjayan Arthmarajan
Assignment Title The Marketing Concept Webinar
Issue Date 06/11/2022
Submission Date 20/12/2022
Submission format
The submission is to be in the form of a 15-minute webinar delivered and
recorded using supporting software, for example Zoom, Microsoft Teams. The
assignment is to be submitted as a recording in MP3 (or another suitable
format) together with an accompanying transcript submitted as a word
document using 1.5 spacing and appropriately titled and labelled.
Unit Learning Outcomes
LO1 Explain the role of marketing and how it interrelates with other business units of an
organization.
Transferable skills and competencies developed
• Articulating and effectively explaining information.
• Communication and listening, including the ability to produce clear,
structured business communications in a variety of media.
• Conceptual and critical thinking, analysis, synthesis and evaluation.

Vocational scenario
Organization
Cherish is a premium biscuit manufacturer of Sri Lanka, incorporated 75 years ago. Cherish
biscuits stands tall today as one of Sri Lanka’s most trusted and respected household brand
due to the superior quality products delivered to the consumers.
Cherish manufacture a range of biscuits including Wafers, soft range of Marie, Nice, Ginger,
Peeps, Sorties and the Cream Sandwich range. Within the Sri Lankan biscuit market, Cherish
pioneered in the Wafer category as a world-class Wafer biscuit and Cherish was the first to
introduce the affordable Peeps and Sorties range to the market. Cherish produces over 4.5
million packs of biscuits every month in its state - of the art manufacturing facility situated at
the City of Anuradhapura under a stringent hygienic environment. Cherish is ISO 9000/ ISO
22000 and HACCP certified company.
Role
You are a Junior Marketing Analyst working in the Marketing Department. Your role encompasses
new product development, from initial research through to test trials in selected stores prior to
full roll out. Your duties include:
• gathering information on competitors in order to conduct analysis on their sales,
prices and methods of distribution and marketing to thoroughly learn about the
competition
• conducting research on marketing strategies and consumer opinions
• tracking and forecasting trends in sales and marketing, producing reports on the
results for management to inform their decision making
• collecting and analysing data on customer preferences, demographics, buying habits and
needs, to better identify market potential and the factors that influence product demand.
You report into a Regional Marketing Manager who, in turn, is line managed by the Marketing
Director.

Assignment activity and guidance
You have been approached by a national radio station, which has invited you to be part of a
webinar panel aimed at introducing its younger audience to marketing as an exciting career
pathway. As part of the webinar, you have been given a 15-minute slot and have been
asked to cover the following areas:
 Explain the concept of marketing and marketing operations including the different areas
and role of marketing.
 Explain how the marketing function relates to the wider organisational context.
 Analyse the role of marketing in the context of the marketing environment.
 Analyse the significance of interrelationships between marketing and other functional
units of an organisation.
 Critically analyse the external and internal environment in which the marketing function
operates.
The radio station has asked you to pre-record the webinar presentation using a suitable and
appropriate format (for example MP3) and provide a full transcript.
Your task is to record the webinar and submit the accompanying transcript of the webinar.
Recommended Resources
Please note that the resources listed are examples for you to use as a starting
point in your research – the list is not definitive.
Weblinks
Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk
Marketing Donut blogs (2021). Available at:
https://www.marketingdonut.co.uk/blog
Marketing Teacher resources and videos (2000–2021). Available at: http://www.
marketingteacher.com
MarketingWeek Report (2021). Available at: https://www.marketingweek.com
WordStream. How to Do a Webinar Your Audience Will Love. Available at:
https://www. wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar
Cargills coporate website: https://www.cargillsceylon.com/
HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learning- zone/reading-lists
HN Global (2021) Student Resource Library. Available at:
https://hnglobal.highernationals. com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
Textbooks
Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing).
London: Palgrave Macmillan
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.

Submission format
The assignment is to be submitted as a report and it must be clear and concise, stating
what the problem/issue is, and include a summary of analysis and
recommendations.
All your work must be supported with research and referenced correctly using the
Harvard referencing system (or an alternative referencing system). You also need to
provide a bibliography using the Harvard referencing system (or an alternative
referencing system). Inaccurate use of referencing may lead to issues of plagiarism if not
applied correctly.
The recommended word limit for the report is 1,000–1,500 words.
Unit Learning Outcomes
LO2 Compare ways in which organisations use elements of the marketing mix to achieve
overall business objectives.
Transferable skills and occupational competencies developed
• Use appropriate business systems and software effectively to deliver
marketing outcomes efficiently, for example to analyse data, produce
reports, deliver copy.
• Produce a wide range of creative and effective communications, showing ability
to write and proofread clear and innovative copy and project briefs, and give
confident presentations.
• Assimilate and analyse data and information from a range of sources to
support marketing activities.
• Ability to analyse and evaluate a range of business data.
• Commercial acumen based on an awareness of the key drivers for business success.
Vocational scenario
In your role as Junior Marketing Analyst one of your key roles is to gather information on
competitors in order to conduct analysis on their sales, prices and methods of
distribution and marketing to thoroughly learn about the competition. In conducting
competitor analysis, Cherish can identify where changes are to be made to improve
performance.
The company is keen to explore new and distinctive market segments, where there is potential
for rapid growth, and as part of this you are planning the launch of a new Product line. The
marketing challenge is to reach out to existing and new customer segments, avoid product
cannibalization and ensure that existing and similar product lines are not consequentially
perceived as of lesser ‘quality’
Assignment activity and guidance

You have been asked to carry out a Competitor analysis that will help inform and create a
compelling proposition for the new food line in the minds of customers. You and your manager
have been discussing this and have decided that there would be value gained by critically
evaluating marketing mix strategies of Cherish Biscuits’ competitors.
This will provide creative insight into how you develop and launch your product.
On completion of the competitor analysis, you are required to prepare your findings as a
report for the senior management team. The report includes:
• Identify and compare the extended marketing mix for the selected product line.
• Evaluate the marketing strategies and tactical approaches adopted by each business (or
business unit) and how they contribute to the success of the organisations in meeting
their overall business objectives
• provide conclusions and a set of justified recommendations on what the company can
learn and deploy as it plans out its marketing strategy for the new product line.

Recommended Resources
Please note that the resources listed are examples for you to use as a starting
point in your research – the list is not definitive.
Weblinks
The balance small business. The elements of a marketing mix and how to use them
effectively. Available at:
https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520
HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates].
Available at: https://blog.hubspot.com/marketing/marketing-mix
HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital
Presence.
Available at: https://blog.hubspot.com/marketing/digital-strategy-guide
MindTools. Understanding How to Position Your Market Offering.
Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm
Smart Insights. Marketing strategy vs tactics – why the difference matters.
Available at: https://www.smartinsights.com/marketing-planning/marketing-
strategy/marketing- strategy-vs-tactics-difference/
YourDictionary. Tips for Writing a Briefing Document. Available at:
https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-briefing-
document.html
Cargills coporate website: https://www.cargillsceylon.com/
HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learning- zone/reading-lists
HN Global (2021) Student Resource Library. Available at:
https://hnglobal.highernationals. com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
Textbooks
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.
Kotler, P. and Armstrong, G. (2016) Principles of Marketing.7th Ed London: Pearson.

Assignment Brief 2
Student Name/ ID
Number
Unit Number and
Title
Unit 2: Marketing Processes and Planning
Academic Year 2022
Unit Tutor Mr. Shanjayan Arthmarajan
Assignment Title Marketing Planning
Issue Date 06/11/2022
Submission Date 20/12/2022
Submission format
Students will submit a marketing plan that addresses the set brief. This should be
written in a structured format, making use of heading and sub-headings and using
business language. A bibliography should be provided using the Harvard referencing
system (or an alternative system). Inaccurate use of referencing may lead to issues of
plagiarism if not applied correctly.
The recommended word limit is 1,000–1,500 words, A detailed media plan needs to be
fully integrated into the overall marketing plan.
Unit Learning Outcomes
LO3 Produce a marketing plan for an organisation that meets marketing objectives.
LO4 Develop a media plan to support a marketing campaign for an organisation.
Transferable skills and competencies developed
• How to plan and deliver tactical campaigns against SMART (Specific,
Measurable, Achievable, Realistic, Time-bound) objectives.
• How to evaluate the effectiveness of marketing campaigns by choosing the
appropriate digital and offline data sources.
• A creative and analytical mind, with a willingness to think of new ways of doing things.
• Research skills for evidence-based decision making.