NATIONAL ECONOMICS UNIVERSITY BTEC HND BUSINESS & MANAGEMENT

Assignment Cover Sheet

NAME OF STUDENT IBD REG. NO. UNIT TITLE UNIT / UNIT CODE ASSIGNMENT NO LECTURER/TUTOR SUBMISSION DEADLINE

Marketing Planning

Mr. Michael Marshall / Ms. Tran Viet Ha 10h00 am, 14th November 2013

, !!!!!!!!!!!!!!!!!!!!!!!!!! hereb" con#irm that this assignment is m" o$n $ork an% not co&ie% or &lagiari'e% #rom an" so(rce. have re#erence% the so(rces #rom $hich in#ormation is obtaine% b" me #or this assignment.

________________________________ )ignat(re

_________________________ *ate

Unit out omes

Out ome Evi!en e "or the riteri# Fee!$# % Assessor&s !e ision Intern#' (eri"i #tion

+evie$ changing &ers&ectives in marketing &lanning

+.+

,val(ate an organi'ation-s ca&abilit" #or &lanning its #(t(re marketing activit". Be #$'e to om)i'e m#r%eting #u!its *LO+,

+.-

,.amine techni/(es #or organi'ational a(%iting an% #or anal"'ing e.ternal #actors that a##ect marketing &lanning in a given sit(ation 0arr" o(t organi'ational a(%iting an% anal"sis o# e.ternal #actors that a##ect marketing &lanning in a given sit(ation

+..

+./

1ssess an% brie#l" %isc(ss the main barriers to marketing &lanning, internal 2 e.ternal3 %escribe Un!erst#n! the m#in $#rriers to m#r%eting )'#nning *LO-,

-.+

,.amine an% brie#l" %isc(ss ho$ the organi'ation can overcome barriers to marketing &lanning both internal 2 e.ternal.

-.-

Merit gr#!es #0#r!e! Distin tion gr#!es #0#r!e!

M+ D+

MD-

M. D.

A!!ition#' Fee!$# %

Over#'' Comments B1 Assessor Assignment * , 2e''3stru ture! Re"eren e is !one )ro)er'1 / shou'! $e !one *i" #n1, 4verall, "o(-ve

Are#s "or im)rovement4

ASSESSOR SIGNATURE NAME4.........................................................................................

*1T,

*Or#' "ee!$# % 0#s #'so )rovi!e!, STUDENT SIGNATURE NAME 4........................................................................................ 54+ NT,+N16 7), 4N68 V,+ 5 ,* 8,) N4 *1T, / / *1T, / /

V,+ 5 ,* 98 : ........................................................................... N1M, : ...........................................................................

SCENARIO

8o( are one o# the ;lobal Marketing sta## locate% in a regional o##ice in Vietnam. The com&an" that "o( $ork #or is a me%i(m si'e global com&an" o# <=00 million 7) %ollars that man(#act(res an% %istrib(tes cons(mer &ro%(cts o#: > > > > > Hair br(shes 2 combs Hair )ham&oos 2 Hair con%itioners Hair coloring 2 hair %"e )kin creams 1n% other hair salon e/(i&ment 2 s(&&lies

The com&an" has been in b(siness #or 2? "ears an% has cor&orate hea%/(arters in the 7) $ith a%%itional regional o##ices in the 7@ #or the ,(ro&ean markets, an% Vietnam #or the 1sian markets. The com&an" has man" com&etitors globall" an% some o# the larger com&etitors have $ell establishe% bran% names. 0or&orate senior management is asking the Vietnam regional o##ice to increase marketing e##orts an% sales in the 1sian markets ne.t "ear. The 7) cor&orate o##ice has aske% "o(r manager in the Vietnam regional o##ice to &re&are a %etaile% marketing &lan to increase marketing e##orts to hel& e.&an% markets an% increase sales /(ickl". n a%%ition, the manager is to make a s&ecial &resentation abo(t marketing, challenges an% a%vancements in marketing &lanning. The manager has aske% "o( to $rite a re&ort #or him on some im&ortant s(bAects that he $ill (se to %evelo& a better marketing &lan an% to make a s&ecial marketing &resentation to the 7) cor&orate senior management. 8o( are to email the re&ort as an attachment to him $ithin t$o $eeks.

TASKS
641 B1.1C 641 B1.2C 641 B1.3C 641 B1.4C 642 B2.1C 642 B2.2C Dhat are the changing &ers&ectives in marketing &lanningE (subject 1) Ho$ %o $e eval(ate an organisation-s ca&abilit" #or &lanning its #(t(re marketing activit"E (subject 2) *isc(ss techni/(es #or organi'ational a(%iting an% #or anal"'ing e.ternal #actors that a##ect marketing &lanning (subject 3) Ho$ sho(l% $e carr" o(t organi'ational a(%iting an% anal"sis o# e.ternal #actors that a##ect marketing &lanning (subject 4) Ho$ sho(l% $e assess the main internal 2 e.ternal barriers to marketing &lanning an% $hat are these barriersE (subject 5) Ho$ can the organi'ation overcome the internal 2 e.ternal barriers to marketing &lanningE (subject 6)

GRADING 5#ss is achieve% b" meeting all the re/(irements %e#ine% in the assessment criteria.

Merit

%enti#" an% a&&l" strategies to #in% a&&ro&riate sol(tions

BM1C

Characteristics / Possible Evidence F relevant theories an% techni/(es have been a&&lie% $ith evi%ence #or the environment an% organi'ational a(%its. )elect/%esign an% a&&l" a&&ro&riate metho%s/techni/(es BM2C

Characteristics / Possible Evidence F a range o# metho%s an% techni/(es have been i%enti#ie% #or marketing a(%it, barrier an% so(n% sol(tions to overcome s(ch barriers. Present an% comm(nicate a&&ro&riate #in%ings BM3C

Characteristics / Possible Evidence F 1n a&&ro&riate str(ct(re an% a&&roach have been (se% to $rite a &ro#essional re&ort an% a range o# metho%s o# &resentation like charts, %iagrams, gra&hs are (se%. Distin tion 1nal"ticall" (se evi%ence #or environment an% organi'ational a(%its B*1C

Characteristics / Possible Evidence F %ata on the b(siness environment an% the com&an"-s organi'ational ca&abilit" have been collecte% an% anal"'e% to s(&&ort the anal"sis. 7se critical re#lection to eval(ate o$n $ork an% A(sti#" vali% concl(sions B*2C

Characteristics / Possible Evidence F s"nthesis has been (se% to generate an% A(sti#" vali% comments on marketing a(%iting an% overcome barriers to marketing &lanning. *emonstrate convergent, lateral an% creative thinking B*3C

Characteristics / Possible Evidence F There is i%ea generation an% %ecisions taken in &ro%(ct/service %evelo&ment. There is also rece&tiveness to the ne$ i%eas have been %emonstrate%. 5RESENTATION 1. The assignment sho(l% have a cover &age that incl(%es the assignment title, assignment n(mber, co(rse title, mo%(le title, lect(rer/t(tor name an% st(%ent-s name. 1ttach all the &ages o# assignment brie#/cover sheet $ith "o(r re&ort an% leave them blank #or o##icial (se. 2. This is an in%ivi%(al assignment. 3. ,ns(re that a(thenticit" %eclaration has been signe%. 4. 0ontent sheet $ith a list o# all hea%ings an% &age n(mbers. ?. 7se the Harvar% re#erencing s"stem. G. ,.hibits are o(tsi%e this limit. H. The assignment sho(l% be not contain a bibliogra&h" F b(t sho(l% contain a list o# an" re#erences (se% in the assignment.

NOTES TO STUDENTS FOR SUMMISSION 0heck care#(ll" the s(bmission %ate an% the instr(ctions given $ith the assignment. 6ate assignments $ill not be acce&te%. ,ns(re that "o( give "o(rsel# eno(gh time to com&lete the assignment b" the %(e %ate. *o not leave things s(ch as &rinting to the last min(te F e.c(ses o# this nat(re $ill not be acce&te% #or #ail(re to han%>in the $ork on time. 8o( m(st take res&onsibilit" #or managing "o(r o$n time e##ectivel". # "o( are (nable to han% in "o(r assignment on time an% have vali% reasons s(ch as illness, "o( ma" a&&l" Bin $ritingC #or an e.tension. 5ail(re to achieve a P1)) gra%e $ill res(lts in a +,5,++16 gra%e being given. Take great care that i# "o( (se other &eo&le-s $ork or i%eas in "o(r assignment, "o( &ro&erl" re#erence them in "o(r te.t an% an" bibliogra&h". NOTE4 I" 1ou #re #ught )'#gi#ri6ing7 1ou ou'! h#ve 1our gr#!e re!u e! to 6ero7 or #t 0orst7 1ou ou'! $e e8 'u!e! "rom the ourse.