Marketing Principles – Shaping Your Future: Vocational Scenario

This assignment, titled "Marketing Principles – Shaping Your Future – A Vocational Scenario," requires students to demonstrate their understanding of core marketing principles. The assessment covers the marketing process, including its various elements and the concept of marketing orientation. Students are expected to evaluate the benefits and costs of a marketing orientation for a selected organization. The assignment also delves into environmental factors influencing marketing decisions, segmentation criteria, targeting strategies, and buyer behavior. Furthermore, it explores product development, the marketing mix (including product, price, place, and promotion), and extended marketing mix elements. Students are tasked with planning marketing mixes for different segments, illustrating differences in marketing to businesses versus consumers, and examining international marketing. The assignment is designed to assess students' ability to apply marketing concepts in diverse contexts and scenarios, culminating in the creation of a portfolio document reflecting their learning journey and the application of these principles to a business depicted in the "Shaping Your Future" section. The grading criteria includes specific learning outcomes (LO1-LO4) and corresponding assessment criteria, as well as opportunities to achieve merit and distinction grades through critical analysis, application of appropriate techniques, and demonstration of creative thinking.

Assignment title M
a
rLO Learning
Outcome
Assessmen
t Criteria
In this assessment you will have the
opportunity to present evidence that shows
you are able to:
Task
no.
Evidence
(Page no)
LO1
Understand
the concept
and process of
marketing
1.1 Explain the various elements of the
marketing process
1.2 Evaluate the benefits and costs of a
marketing orientation for a selected
organisation
LO2
Be able to use
the concepts
of
segmentation,
targeting and
positioning
2.1 Show macro and micro environmental
factors which influence marketing
decisions
2.2 Propose segmentation criteria to be used
for products in different markets
2.3 Choose a targeting strategy for a selected
product/service
2.4 Demonstrate how buyer behaviour affects
marketing activities in different buying
situations
2.5 Propose new positioning for a selected
product/service
LO3
Understand
the
individual
elements of
the extended
marketing mix
3.1 Explain how products are developed to
sustain competitive advantage
3.2 Explain how distribution is arranged to
provide customer convenience
3.3 Explain how prices are set to reflect an
organisation’s objectives and market
conditions
3.4 Illustrate how promotional activity is
integrated to achieve marketing
objectives
3.5 Analyse the additional elements of the
extended marketing mix
LO4
Be able to use
the marketing
mix in different
contexts
4.1 Plan marketing mixes for two different
segments in consumer markets.
4.2 Illustrate differences in marketing
products and services to businesses
rather than consumers
4.3 Show how and why international
marketing differs from domestic
marketing
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Learner declaration
 An electronic copy of your assessment must be fully uploaded by the deadline date and
time.
 You must submit one single PDF or MS Office Word document. Any relevant images or
screenshots must be included within the same MS Office Word or PDF document.
 The last version you upload will be the one that is marked. Your paper will be marked if you
have indicated this as your final submission.
 Review the mitigating circumstances policy for information relating to extensions.
 The file size must not exceed 20MB.
 Answer the criteria in order, clearly indicating the pass criteria number.
 Ensure that all work has been proof-read and checked prior to submission.
 Ensure that the layout of your documents are in a professional format with font style Arial,
font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing
1.5 and justified.
 Use the Harvard referencing system, otherwise it will be considered as plagiarised work.
 Ensure that you back-up your work regularly and apply version control to your documents.
 Ensure that any file you upload is virus-free, not corrupted and not protected by a password
otherwise it will be treated as a non-submission.
 You must NOT submit a paper copy or email of this assessment to any member of staff at
LSST.
 Your work must be original with the appropriate referencing
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are
fully acknowledged.
Student signature: Date:
In addition to the above PASS criteria,
this assignment gives you the
opportunity to submit evidence in
order to achieve the following MERIT
and DISTINCTION grades
Grade descriptor Indicative
characteristic/s
Cont
M1 Identify and apply strategies to
find appropriate solutions
Effective judgements
have been made. To achieve M1 you need to
have been explored and ex
marketing mix. This would
critical judgement and effe
been applied. (Task 1)
M2 Select / design and apply
appropriate methods / techniques
Appropriate learning
methods/techniques
have been applied.
To achieve M2, you need to
information for 2.1. (Task 2
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M3 Present and communicate
appropriate findings
Communication is
appropriate for
familiar and
unfamiliar audiences
and appropriate
media have been
used.
To achieve M3 you need to
communication to illustrate
products and services to bu
(Task 4)
D1 Use critical reflection to evaluate
own work and justify valid
conclusions
Conclusions have
been arrived at
through synthesis of
ideas and have been
justified.
To achieve D1 you need to
benefits and costs of marke
outlined in the “Shaping Yo
example of your choice. (Ta
D2 Take responsibility for managing
and organising activities
Activities have been
managed. To achieve D2 To achieve D
analysis of how macro and
influence marketing decisio
D3 Demonstrate convergent /lateral /
creative thinking
Convergent and
lateral thinking have
been applied.
Problems have been
solved.
To achieve D3 you will need
illustrating how promotiona
marketing objectives. Plea
examples and /or the organ
Future” section. (Task 3)
To achieve D3 you need to
appointed marketing mana
the “Shaping Your Future” s
convince the board on the b
Present your response using
and appendices). You are e
issues:
 The importance to glob
 What factors do you ne
marketing globallyThe
be appropriate for you
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Please note that for unit assignments assessors should use these or other
exemplar indicative characteristics for the individual grade descriptors from
Annexe C of the HN specification or any other relevant indicative
characteristics for the particular assignment. The indicative characteristic
should then be contextualised. Only one indicative characteristic per grade
descriptor, M2, M2, M3, D1, D2, D3 is required.
Assignment brief
Unit number and title Unit 4: Marketing Principles: Level 4
Qualification Pearson BTEC Level 4 HND Diploma in
Business
Start date 1st May 2015
Deadline/hand-in 3rd July 2015 before 12:00 midday
Assessor Imad Guenane
Susan Simei-Cunningham
Internal Verifier Alan Jeffery
Assignment title Marketing Principles – Shaping Your
Future – A Vocational Scenario
Purpose of this assignment
This is a broad-based unit which gives
learners the opportunity apply the key
principles of marketing. Firstly, the unit
looks at the definitions of marketing, and
what is meant by a marketing orientation
and the marketing process. Next, learners
consider the use of environmental analysis
in marketing and carry out their own
analyses at both macro and micro levels.
They will also investigate the importance of
market segmentation and how this leads to
the identification and full specification of
target groups. Learners then consider buyer
behaviour and positioning. The unit looks at
the main elements of both the original and
the extended marketing mix. This includes
an introduction to the concept of the
product life cycle, new product
development, pricing strategies, distribution
options and the promotion mix. Finally,
learners will develop their own marketing
mixes to meet the needs of different target
groups. This includes considering the
differences when marketing services as
opposed to goods. A range of other contexts
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is examined including marketing to
businesses instead of consumers and the
development of international markets.
Instructions
The pages which follow under the heading
Shaping Your Future needs to be to be
developed as part of your learning journey.
Once written, the aim is that the plan is
revisited occasionally and, towards the end
of your course, it will act as a portfolio
document. This document will reflect and
evidence your learner’s journey,
demonstrating the application of the
relevant learning outcomes to the business
depicted in the Shaping Your Future section
of this paper. It is envisaged that you will
able to use this document as an accessible
illustration of your learning and
understanding.
Please carry out the following steps in
order to complete the Shaping Your
Future section:
1. Select an organisation. The organisation
that you chose should be either an
organisation that you own, an organisation
that you would like to own, or one that you
work for.
2. Complete the Shaping Your Future
section before attempting to answer any of
the questions. Many of the questions in this
paper will require that you refer to the
information in the Shaping Your Future
section
3. Please read all the questions in this paper
and apply your learning to the Shaping Your
Future section. This section will act as the
case study for your assignment paper.
Please note that LSST will not publish or use
this information for commercial purposes
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Shaping Your Future
The Background Information
Whose plan is this?
Business and owner details:
It is a UK based luxury car manufacturing brand that was incorporate in 1906 by Henry Royce and Charles Rolls. Presently, it is working as holding
company of of BMW.
Business name:
Rolls-Royce Motor Cars Limited
Owner(s) name:
BMW
Business address and postcode:
Rolls Royce Motor Cars Limited
The Drive
Westhampnett
Chichester
West Sussex PO18 0SH
Business telephone number:
[phone]
Business email address:
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Section one
Executive summary
1.1 Business summary:
Rolls-Royce Motor Cars Limited engineers, manufactures and distributes high end luxury automobiles and automobile parts in different parts of the
world. Rolls-Royce Motor Cars Limited is managing business operations as wholly owned subsidiary of BMW established in 1998 after BMW was
licensed the rights to the Rolls-Royce brand name and logo from Rolls-Royce PLC and acquired the rights to the Spirit of Ecstasy and Rolls-Royce
grill shape trademarks from Volkswagen AG.
1.2 Business aims:
The primary objective or aim of company is bringing together the finest materials, cutting-edge technologies and the unrivalled expertise of our
designers and craftspeople, company work with customers to create a Rolls-Royce that’s as unique as you are.
Therefore, organization sources the best woods, colours and fabrics, and master the techniques needed to make customer's vision in a reality.
Additional Information:
A Rolls-Royce motor car unite with different and contemporary vision and skilled craftsmanship along with with excellence in design and engineering.
Each commission is a work of art. To explore our shared attribute along with different elements of the art world, the Rolls-Royce Art Programme was
born. The Programme enables artists to realise innovative projects, explore new ideas and engage with the public.
Details of future training courses you or your team want to complete:
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Section two
Products and services
2.1 What is the nature of your business?
a product
a service
both
2.2 Describe the different types of product/service you are going to be selling:
Rolls-Royce Motor Cars Limited is selling various high end luxurious cars. In this regard, organization has developed wide range cars that includes
different series such as Phantom, Ghost, Dwan etc. All these are manufactured as per the personal interest of consumers.
2.3 Additional information:
Along with cars, Rolls-Royce Group is managing business in various industries such as aerospace, power generation, engineering, research and
development of high tech technologies.
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Section three
The business environment
3.1 Who are your customers:
individuals
businesses
both
3.2 Describe your typical customer:
Rolls-Royce has paid extra attention of such as individual who are having huge earnings and living luxurious lifestyles. The car of Rolls-Royce comes
with ultimate luxurious features and unique style which is able to meet requirement of lifestyles of high income people.
3.3 Where are your customers based?
The majority customers are associated with Europe and US but company is selling different kinds of cars in all over the world.
3.4 What factors help your customers choose which business to buy from?
Highly reputed brand.
Well known for its ultra-luxury cars
Strong relationship with existing customers
Innovative design and great quality
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Great comfort
Satisfaction of existing customers
3.5 Have you sold products/services to customers already?
yes
no
If you answered “yes”, give details:
Rolls-Royce is offering a range of cars in all over the world.
3.6 Additional information:
Section four
Market research
4.1 What market information have you obtained so far?
A market research is conducted to obtain information about the leaders, peer group, size and market share, customer segments.
4.2 Do you intend to conduct further market research? If so, discuss briefly:
No.
4.2 Key findings from research:
It has been analysed from the market research that after the economic recovery, consumer are back into the spending and people who are having
luxurious lifestyles are always trying to buy unique products and services. Furthermore, competition with other firm has significantly raised up as per
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the change in demand of different products and services.
4.3 Additional information:
Section five
Marketing and Business Strategy
What are you going to do/ How are you going to market
your products?
Why have you chosen this marketing method? How much will it cost to
develop and market your
product
Traditional marketing and contemporary marketing
tools
Mobile applications, social media, online websites, magazines,
auto exhibitions, etc. NA
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