MARKETING PROCESSES ASSIGNMENT

Answer the following questions according to the company that the group has selected.

Q1
(a) Explain any FOUR (4) major characteristics of a good mission statement, which
guide a company to grow in the future. (4
marks)

1. Limited no of goals – limited resources – therefore, company must know which

resources to use wisely to achieve the company goals.

(b) Analyse one of your company mission statements in the scope of each major
characteristic from Q1(a) to explain how the mission statement guide your
company to grow / operate in the market. Assumptions can be used when
analysing your company’s mission statement for the explanation.
(6 marks)
[Total: 10 marks]
1. Limited no of goals
e.g., nestle

Unlock the power of food to enhance quality of life for everyone, today and for
generations to come

- Upgrade the food quality for the generations to come – what they plan to do in
the coming yrs
- To help improve 30 million livelihoods – limited no of goals

Q2
(a) Explain any FOUR (4) steps that a company can implement to improve the
quality of its marketing intelligence system.
(4 marks)

Product quality – help us to measure good quality product

Durability
Long-lasting
Performance

Train and motivate the sales force to spot and report new developments.
Motivate distributors, retailers, and other intermediaries to pass along important
intelligence.
Hire external experts to collect intelligence.
Network internally and externally
Set up a customer advisory panel
Take advantage of government data resources

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Purchase information from outside suppliers

Needed, timing, accurate?? How the step improve the dimension quality of the MIS?

(b) Apply all the steps from Q2(a) for the quality improvement of your company
marketing intelligence system.
(6 marks)
[Total: 10 marks]
Putting example.
Refer marketing intelligence to make decision. 
e.g., go to competitors’ shareholder meetings that the competitors want to develop …

Q3
(a) Explain any FOUR (4) research approaches that a company may use to collect the
primary data from the market. (4
marks)

Observational research
Ethnographic research
Focus group research - select
Survey research
Behavioural data
Experimental research

The third possible approach is survey, to gather customers’ data in a cost-effective, time-

saving and bulk manner. Surveys can be done offline and online which adds to the

advantages in that it is flexible with various ready-to-use templates. Notwithstanding, it

may lead to questionable results because of careless or inaccurate responses that are not

thought through. This is true in lengthy questionnaires which demand concentration as

they may elicit a sense of boredom.

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The next possible research approach is a survey. It is highly representativeness, cost-

effective, and time saved. Surveys can be done online and offline. Many questions can

be asked about a topic, allowing wide flexibility in data analysis.

The fourth possible approach is focus group research. This method allows companies to

get input on customer reactions towards company strategy and new products where

suggestions and ideas are needed. A drawback is some individuals may hesitate to

express their true thoughts in the presence of opposing opinions or individuals follow the

general consensus, limiting the quantity of ideas pitched in. It is also susceptible to

moderator bias.

- The next possible research approach is focus group research. It helps the
company to have immediate access to customer opinions, data collection, and
analysis in a quick and convenient way. Therefore, it helps Mr. DIY to gain
insights into customer behavior and to have a better understanding of how
people think and feel about the product or service.
- They seek to know whether their proposed solution addresses the customer’s
problems and pain points, and to identify improvements that can be made.

(b) After three months of branding activities of new products / services, your
company plan to conduct marketing research about the brand awareness of the
targeted customers towards the new products / services. Use each research
approach from Q3(a), explain how your company’s marketing researchers
collect the data from the customers about their awareness towards the new
brand.
(10 marks)

Surveys

Mr.DIY can address both qualitative and quantitative questions when capturing survey-

based data through online platforms, email, or within own app. The collective data of

either negative or positive feedback are useful for the management to evaluate the

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weaknesses and strengths to help the company improve on the area that they are lacking

and keep on satisfying in the area they serve well. High customer satisfaction will reflect

in high customer retention which resulting customer loyalty.

Mr. DIY can perform qualitative and quantitative questions for data collection

via social media platforms, email, in-person, or apps. Interestingly, Mr. DIY

can include open-ended and close-ended questions. The data collection is

useful for the company to learn about the familiarity and popularity of the

products or services among the customers. Also, it can help Mr. DIY to learn

more about any weaknesses and gather information about competing brands,

meanwhile, strengthening the brand.

Focus Group

In the assumption that Mr.DIY is about to collect feedback on the level of service given

out during the shopping experience, a focus group is created with the selected

respondents of user customers who are equipped with adequate knowledge to discuss

what set of constraints and improvements that can be made to carry out better quality of

service in each period of time. Through the feedback, the development team collected

feedback and suggestion regarding their expectation towards the service provided like

shopping assistance. The team can leverage the level of customer satisfaction by

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improving an aspect that is truly based on the customer input and giving a better solution

that really underlines based on their expectation.

- Assume that Mr. DIY excavates customers’ experience of its home

maintenance and repair service, the focus group respondents have a degree of
homogeneity that represents its target market for a constructive discussion.
Through feedback, the company can highlight the areas for improvement in
order to provide a better solution to satisfy their needs and wants.
-
- The company collected feedback from respondents, to improve areas that
were highlighted by the customers and provide solutions to satisfy their needs.
-
- The company uses the opinions of the respondents to improve its appeal and
enhance customer satisfaction and loyalty to gain a larger market share.
-
=The team can boost customer satisfaction by improving an aspect that is truly based on
customer input and providing a better solution that truly highlights based on their
expectations.

Write in structure essay. Words are less than 2000 for all answers (including the
references).
Double line spacing. 12 font Garamond.
ALL margins on A4 paper size: 1 inch / 2.54 cm

Due date of submission: 9 February 2023, Thursday, 1700

USE APA REFERENCING STYLE FOR REFERENCES.
Send a softcopy of the complete assignment to CN task submission link.

ADDITIONAL INFORMATION FOR ASSIGNMENT SUBMISSION

One (1) Day Late – Deduct 30%

Two (2) Days Late – Deduct 60%
Three (3) Days Late – Deduct 90%
Assignment received three (3) days after the due date will not be graded.

Marking scheme for Q1

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(a)
1 mark is allocated for each of the following points (maximum: 4 points).

a. They focus on a limited number of goals.

b. They stress the company’s major policies and values.
c. They define the major competitive spheres within which the company will
operate:
d. They take a long-term view
e. They are as short, memorable, and meaningful as possible

(b)
1.5 marks are allocated for each of the following points (maximum: 4 points).

a. They focus on a limited number of goals.

b. They stress the company’s major policies and values.
c. They define the major competitive spheres within which the company will
operate:
d. They take a long-term view
e. They are as short, memorable, and meaningful as possible

The referred points of answer must be the same for (a) and (b).

Marks are awarded according to the following rubric:

Category Poor / Fail Fair Good Total
(mark)
Weightage 0 – 0.4 0.5 – 0.9 1
Point:
(a) No or lack of Vague Clear explanation 1
Explanation explanation about explanation about how the
how the about how the characteristics of
characteristics of a characteristics of a mission
mission statement a mission statement guide a
guide a company statement guide a company to
to develop / company to develop / manage
manage the develop / manage the marketing
marketing the marketing activities that
activities that help activities that help a company
a company to help a company to grow in the
grow in the future. to grow in the future.
future.
(b) No or lack of Vague analysis Specific analysis 1.5
Analysis analysis about about your about your
your company’s company’s company’s
mission statement mission mission
within the scope statement within statement within
of the the scope of the the scope of the

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 characteristic that characteristic that characteristic that
your company use your company your company
it to expand the use it to expand use it to expand
company in the the company in the company in
market. the market. the market.
Analysis can be Analysis can be Analysis can be
referred to the referred to the referred to the
evidence from the evidence from evidence from
financial reports, the financial the financial
news releases, etc. reports, news reports, news
that can associate releases, etc. that releases, etc. that
with your can associate can associate
company’s with your with your
marketing / company’s company’s
business activities marketing / marketing /
to explain the business business
relationship activities to activities to
between the explain the explain the
characteristic and relationship relationship
the development between the between the
of your company. characteristic and characteristic and
the development the development
of your company. of your company.
Total marks (a) 4x1=4
Total marks (b) 4 x 1.5 = 6
TOTAL=10 marks

Marking scheme for Q2

(a)
1 mark is allocated for each of the following points (maximum: 4 points).

Train and motivate the sales force to spot and report new developments.
Motivate distributors, retailers, and other intermediaries to pass along important
intelligence.
Hire external experts to collect intelligence.
Network internally and externally
Set up a customer advisory panel
Take advantage of government data resources
Purchase information from outside suppliers

(b)
1.5 marks are allocated for each of the following points (maximum: 4 points).

Train and motivate the sales force to spot and report new developments.

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Motivate distributors, retailers, and other intermediaries to pass along important
intelligence.
Hire external experts to collect intelligence.
Network internally and externally
Set up a customer advisory panel
Take advantage of government data resources
Purchase information from outside suppliers

The referred points of answer for (a) and (b) must be the same.

Marks are awarded according to the following rubric:

Category Poor / Fail Fair Good Total
(mark)
Weightage 0 – 0.4 0.5 – 0.9 1
Point:
(a) No or lack of Vaguely explain Specifically 1
Explanation explanation about how the step explain how the
how the step improves the step improves
improves the quality of the the quality of the
quality of the marketing marketing
marketing intelligence intelligence
intelligence system of a system of a
system of a company. company.
company.
(b) No or lack of Vague Specific 1.5
Application elaboration about elaboration about elaboration about
how your how your how your
company applies company applies company applies
the step to the step to the step to
improve the improve the improve the
quality of your quality of your quality of your
company’s company’s company’s
marketing marketing marketing
intelligence intelligence intelligence
system. system. system.
The quality The quality The quality
dimension of the dimension of the dimension of the
marketing marketing marketing
intelligence intelligence intelligence
system shall be system shall be system shall be
the scope to use to the scope to use the scope to use
indicate the to indicate the to indicate the
quality quality quality
improvement of improvement of improvement of
the system. the system. the system.
Total marks (a) 4x1=4

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 Total marks (b) 4 x 1.5 = 6
TOTAL=10 marks

Marking scheme for Q3

(a)
1 mark will be awarded for each of the following points (maximum: 4 points).

Observational research
Ethnographic research
Focus group research
Survey research
Behavioural data
Experimental research

(b)
1 mark will be awarded for each of the following points (maximum: 4 points).

Observational research
Ethnographic research
Focus group research
Survey research
Behavioural data
Experimental research

The referred points of answers for (a) and (b) must be the same.

Marks are awarded according to the rubric:

Category Poor / Fail Fair Good Total
(mark)
Weightage 0 – 0.4 0.5 – 0.9 1
Point:
(a) No or lack of Vague Specific 1
Explanation explanation about explanation explanation
the researchabout the about the
approach in used research research
to collect the approach in used approach in used
primary data from to collect the to collect the
the target
primary data primary data
respondents. from the target from the target
respondents. respondents.
(b) No or lack of Vague Clear 1.5
Example explanation about explanation explanation
how your about how your about how your
company’s company’s company’s
marketing marketing marketing

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researcher collect researcher collect researcher collect
the data about the data about the data about
customers’ brand customers’ brand customers’ brand
awareness towards awareness awareness
the new brand. towards the new towards the new
brand. brand.
Total marks (a) 4x1=4
Total marks (b) 4 x 1.5 = 6
Total = 10 marks

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