Transcript IB2090 Marketing - Warwick Management Society

IB2090 Marketing
MARTIN LAUSEGGER
Marketing is the art of creating genuine customer value.
It is the art of helping your customer become better off.
The marketer’s watchwords are quality, service, and
value. Philip Kotler
1 My Approach
Content
2 My Improvements
3 Marketing Mix
1. My Approach
Company
Edite, Submit
Question
Draft
Structure
Research
1.1 Company
Instruction:
Choose a British company, which you believe has achieved superior performance, as indicated
by the competitive position, the financial performance (e.g. profit or sales growth), the brand
strength, or the speed of international expansion. Be aware that the structure of firms
(consolidations, subsidiaries etc.) sometimes makes performance issues difficult to gauge.
Collect data/information regarding this company from published material (online or otherwise).
Input:
- getting the company right is important
- takes a lot of time, have the courage to restart with different one
- choose one that interests you
1.2 Question
Instruction:
Use relevant concepts and models to:
◦ describe and critically analyse the marketing environment of this company;
◦ identify and critically evaluate the factors in the marketing mix that (in your opinion) have contributed
to this superior performance and identify and discuss those factors in the marketing mix that are crucial
for the long-term future success of this company.
Input:
- don’t analyse everything, focus on important factors
- Briefly justify why u leave out, focus on some
1.3 Structure
Introduction – Superior Performance
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competitive position
financial performance
brand strength
speed of international expansion
Microenvironment – (Term 1)
Macroenvironment – (Term 1)
Marketing Mix – (Term 2, covered below)
• 4 Ps
• 7 Ps
Future Critical Success Factors
Conclusion
1 My Approach
Content
2 My Improvements
3 Marketing Mix
2.1 Feedback
Choice of organization
A good choice of organization for your essay. Your choice clearly worked well for you.
Overall use and quality of evidence
Good in most places. Good sources of evidence used. To improve your grade, ensure that you
gather supporting data from multiple sources before you begin writing up your analysis and
make sure that both supporting and contrasting evidence is clearly referenced in your work.
Note:
- his structure of assessment/feedback
2.1 Feedback
Successfulness of the organization
There is more to 'success' than financial metrics. It is rather disappointing that few measures relating
to marketing equity, such as customer satisfaction, customer loyalty or general customer
contentment were integrated into your analysis.
Your choice of organization was fairly well defended. Overall, the organization appears
successful. However, some of your data sources are subject to potential bias. To improve your grade
in the future, try and include a wider range of data sources and defend your claims using them. You
might also consider reflecting on the credibility and/or potential bias of the data sources you use.
Note:
- Avoid ResearchMyopia
2.1 Feedback
Analysis of the environment
Overall, your analysis of the microenvironment was good. To improve your grade, reflect on your approach to the
issues. Would a narrower or broader focus be potentially beneficial?
Aspects of the micro marketing environment were well covered in a number of places with occasional (justified)
gaps. Most aspects of the micro marketing environment were well discussed. Good use of evidence in support of
your arguments. Most of your arguments were supported by data.
Overall, your analysis of the macroenvironment was very good. To improve your grade, reflect on your approach
to the issues. Would a narrower or broader focus be potentially beneficial?
All aspects of the macro marketing environment were well covered with occasional (justified) gaps. The macro
marketing environment was well discussed. Very good use of evidence in support of your arguments.
2.1 Feedback
Discussion of the marketing mix
A very good discussion of the marketing mix issues. Very good use of evidence in support of
your claims. To improve your grade you could adopt a more critical approach to your analysis of
both the context (your chosen organization) and the theory (the marketing mix).
Critical success factors
A good effort although your analysis could have been better supported by evidence. A
good effort to explicate the future marketing mix critical success factors. To improve your grade,
ensure that your analysis is critical and is supported with both theory and practical evidence.
1 My Approach
Content
2 My Improvements
3 Marketing Mix
3.1 Product
DIMENSIONS OF A PRODUCT
CLASSIFICATION
 Consumer Products
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Convenience products
Shopping products
Speciality products
Unsought products
 Industrial Products
 Capital Items
 Materials
 Supplies + Services
3.1 Product
PRODUCT DECISIONS
PRODUCT MIX DECISIONS
Attributes
Width
Brand
Length
Packaging
Depth
Labels
Consistency
Augmented Product
3.2 Place
VERTICAL MARKETING SYSTEM
Vertical Marketing System
 Corporate VMS
 Contractual VMS
 Administered VMS
HORIZONTAL MARKETING SYSTEM
Join forced with competitors + noncompetitors
Multi-Channel distribution
Disintermediation
3.3 Price
DETERMINANTS
PRICING STRATEGIES
 Competition based pricing
3.4 Promotion
PROMOTION TOOLS
PROMOTION MIX STRATEGIES
Questions?
Ask now
Contact me
Email: [email protected]
Linkedin/FB: Martin Lausegger