Marketing

Essentials
Assignment 2 - Guidance
 Learning Outcome 2

• Compare ways in which organizations use

elements of the marketing mix (7Ps) to
achieve overall business objectives
 Case question
• You are a new member of Marketing
Department of Company X. Your team is
about to build a strategic marketing plan for a
new product line, which will be launched in 3
months. To prepare for this, you have been
assigned to conduct a small study in order to
review the various ways in which
organizations (especially your company
competitors) use the marketing mix to
achieve their overall business objectives.
 Key points

• Explain relevant theory/concepts about the

extended marketing mix (7Ps)
• Provide a variety of examples and
practices about how different
organizations utilize each elements of
the marketing mix (better in the scale
of the companies you analyze)
• Critically analyse and evaluate marketing
mix tactics applied by organizations through
practical cases
 Assessment Criteria

• Pass: Compare the ways in which different

organizations apply the marketing mix to
the marketing planning process to achieve
business objectives
• Merit: Evaluate different tactics applied by
organizations to demonstrate how business
objectives can be achieved
 Suggested outline

• Introduction:
– Context: set a context for your company –
what type of products/services providing,
targeted customer, marketplace; new
product/product line to develop
– Purpose of study: review the various ways in
which organizations (choose at least 2
competitor companies) use the marketing mix
to achieve their overall business objectives of
providing the same type of product/service
 Suggested outline
• Main content
1. Context overview
– Brief overview of your
company/product/service/customer..
– Brief overview of the competitor companies
2. Compare/contrast the Extended Marketing Mix of
the competitor companies: With each P:
– Explain relevant theory/concepts about the extended
marketing mix
– Provide a variety of examples and practices about how
those organizations utilize each elements of the
marketing mix
 Suggested outline

– Critically analyse and evaluate marketing mix tactics

applied by organizations through practical cases that
will be applicable to your company launching product

3. Conclusion
– Summarize the results of the study
– Reaffirm the useful lessons learnt form the analysis
that can be applied to your launching new poduct
 7 Ps

1. Product
– Product line decisions
– General product design: 3 levels of product
2. Distribution channels
– Types of channels the companies utilize
– …....