Assignment范文要求:Principles & Practice of Marketing 2011-2

Assignment范文要求:Principles & Practice of Marketing 2011-2

来源:www.51fabiao.org作者:charlie发布时间:2012-12-15 09:22
Marketing Assignment范文 分配分为两部分:第一部分是1000字的情况下,公司的营销环境分析

Principles & Practice of Marketing 2011-2012 Assignment Brief
市场2011-2012年的分配简介原则与实践

Overview The module is assessed through ONE 3,000 word (+/- 10%) structured essay. The Full-Time Office will issue exact instructions for the online submission of your assignment in due course.
The case context http://www.51fabiao.org/dxassignment/ – see Module Outline or below for full case study Mitchells and Butlers – British pub operator. Several brands and offerings that cater for the diverse needs of a wide range of target groups. Marketplace is changing and maintaining competitive edge becomes difficult. Managing all offerings becomes costly. STP plans needed that –re-focus.
Your role for the assignment You hope to become the next marketing manager. The company has asked you to use your knowledge of marketing principles to conduct some analyses and make suggestions about the firm’s marketing practices. They do not expect a full marketing plan from you, but they do expect you to show them that you understand basic marketing concepts and can apply them to the specific context. They are especially keen to hear what ideas you have about the segmentation and targeting strategies that will give them a sustainable competitive edge.
The assignment questions – see Module Outline or below for full questions
的分配问题 - 请参阅模块大纲或以下完整的问题
The assignment comes in two parts: The first part is a 1000-word analysis of the marketing environment of the case company. 分配分为两部分:第一部分是1000字情况下,公司的营销环境分析 This first part should be based on some secondary data about the environment. (Please see ‘Further Guidance’ under the case text in your module description. The second part involves you making recommendations about segmentation, targeting and positioning issues in 2000 words. In this second part, you are required to, first, briefly evaluate the current STP strategy of Mitchells and Butlers and,
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second, make strategic recommendations for the future development of the company drawing upon marketing theory and research to underpin your suggestions.
Part One: Analysis of the marketing environment You first need to compile as much information about the case company’s marketing environment as possible. This information will be secondary data drawn from paper and online sources (newspapers, market reports, online information, yearbooks, company reports etc). In your analysis you should cover mainly the external (macro- and micro-environment). PEEST analysis is, in essence what you are expected to use. The ‘five forces’ analysis can be used to supplement the PEEST analysis. You might find it necessary to also evaluate some aspects of the internal environment of the case company – you may need to make some assumptions about this part of your analysis since there is only limited company data provided in the case. If you do this, tell me briefly what these internal assumptions are. In the case that you have the space within the word-limit to present a SWOT analysis, this would be very welcome as an outcome of this section. You might want to include this as an Appendix.
Part Two: STP recommendations You need to briefly discuss the main elements of the company’s current STP strategy as found in the case text. You need to make clear recommendations about the future direction of the company with regard to STP. These recommendations should be made in light of the marketing environment analysis from the first part of the assignment, and be closely connected to them. It is better to make a small number of well explained recommendations in this part, rather than a long list of poor ones. You must draw upon academic sources (research from journal articles in particular) and marketing theory to support your suggestions. It is vital that your essay demonstrates a sound understanding of the foundational principles and practices of marketing. And don’t forget, because we are marketers we like to reward originality and creativity. So the more original your ideas, the better – as long as you can back them up with supporting references, ideally from academic sources , but managerial or media sources can also sometimes be relevant.
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Notes and Further Guidance
1. You will be expected to relate marketing management theory from the module to the information in the case study provided above, and to any secondary data you collect about the industry and/or the market; and then make appropriate recommendations, thus showing an understanding of marketing principles and practice.
2. As you can see, although the question topics are reasonably discrete, each of them draws upon theoretical material from more than one session – so think carefully about which sessions you will need to return to and research in greater depth in order to be able to provide a good answer.
3. Your answer should be based on information provided in the case text, backed up (or otherwise) by secondary research on the pub market and on wider information that your research will identify. Application of marketing principles, your understanding of marketing and STP and how these affect the Marketing Mix should be evident in the answer. Your creativity will also be appreciated and might be the factor that gets you the job over all other candidates.
4. In the first part, you should analyse the environment using available methods discussed in class, preferably PEEST analysis. Competitor analysis can be used to supplement the PEEST analysis. As noted in the case text, the pub market is highly competitive and highly regulated. You should demonstrate your ability to examine the main elements of the environment that affect Mitchells and Butlers’ activity and indicate which elements are more significant and, therefore, should guide the company’s marketing effort. Justifications of your arguments should be given.
5. In the second part you should discuss the company’s current segmentation strategy. You should also provide recommendations as to which of the segments should be targeted and in what ways. You could use the company’s existing brand portfolio as the basis but you can also suggest new endeavours. This is a more ‘open’ part of the question where you can demonstrate your abilities and creativity so that you get the job! However, all recommendations should be well justified by your research and backed-up by relevant references.
6. You will be expected to draw upon library readings (e.g. academic and trade journals or databases) beyond your core text (i.e. Jobber) to support your answer.
7. This means that if you make a point about something the company should consider, it should be backed up with a citation from a good reference that shows how prior research or some other secondary source suggests that your point is a valid one.
8. Students who do this intelligently, and from a broad a range of (ideally academic) sources as possible, will have the opportunity to gain a high mark, rather than just passing the module with a C grade.
9. Make sure you read your Programme Handbook carefully on issues of submission, deadlines, extensions, essay writing, referencing and plagiarism.
10. By ‘structured essay’ we mean a discursive essay rather than a report, with a brief introduction, and then the two main parts (broken down into sub-sections).
11. In the introduction, you should set out your main themes and intentions, i.e. tell us briefly what your essay will be doing.
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12. Break down your arguments into smaller parts with sub-headings in order to focus your writing, as well as the concentration of the reader.
13. Always try to put yourself in the position of a critical reader, ask yourself how s/he would react to your essay, how s/he would understand it, be persuaded by it.
14. ALL material used should be referenced appropriately. This includes material derived from websites or corporate brochures. Information on referencing is available in your Programme Handbook.
15. All arguments need to be supported with relevant evidence. Avoid over-generalizations that can ignore complex and detailed debates.
Essay style and presentation Carefully structure and organize your material. Provide evidence to support your arguments. Spell/grammar-check your document before submission! Be very careful to avoid plagiarism (i.e.: re-phrase any ideas you take from your sources using your own words; refer (correctly) to all sources used both in the text and in the list at the end; use quotation marks and page numbers for all direct quotations but use those sensibly). References and tables/figures do not count towards the word total Appendices are not expected but, if you must use them, keep them to a strict minimum.http://www.51fabiao.org/dxassignment/
What you should do now You should prepare for the ‘Assignment First-Aid’ part of the last session in order to get the most out of it; i.e. before the session, you should have begun the marketing environment analysis and already be planning your answer to the second part of the question. So for Part One, this means that you will know (i) the main data sources you have consulted (or plan to consult), and (ii) some results of your initial analysis. If you have done this, then we will be able to discuss any questions you have regarding Part One. If you have not done this, then you will have nothing to talk about! And for Part Two, if you have done some of this analytical work, it should also mean that you have begun to think about how Part One will inform your recommendations. This means that you will know (iii) where you agree and disagree with the company’s current STP strategy, (iv) some basic initial ideas about the strategic advice you will give the case company and (v) some of the academic sources you will be consulting (and citing in your essay) to support your advice.
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Again, if you have not spent some time thinking about this before the ‘Assignment First-Aid’ seminar, you will have nothing to ask!
My role during the ‘Assignment First-Aid’ Seminar I shall give a presentation which explains the requirements of the assignment. I shall try to answer sensible questions about the case and the questions. I shall try to let you know whether your plans for tackling the essay are good or whether you need to change your approach. I hope you understand that this cannot be done at individual level but using individual questions to tackle general/common problems. I will not proof read any draft essays, so think carefully about what parts of your planned essay you want to ask me about. However, please do not expect me to give you lots of convenient ‘right’ answers during the session, as marketing is not that simple. You must eventually come up with your own analysis and your own recommendations – they will always be ‘right’ as long as you can justify them. Also, if you have not prepared, do not expect to be able copy ideas from your tutorial group colleagues who have done some work – I’ll try and speak to as many students individually about their plans as possible, but I won’t be showing the draft work of good students to everyone else!
The Case - Mitchells and Butlers
Mitchells and Butlers is one of the largest pub operators in the UK, running some 2000 public houses and restaurants throughout the country. The company had its beginnings in the 19th century, when two family brewers from the English Midlands merged. A series of mergers over the next hundred years resulted in the formation of the Brass Charrington conglomerate but in 1989 the Monopolies and Mergers Commission decided that concentration in the pub industry had reached the level where competition was severely restricted and the break-up of Brass Charrington into smaller independent units was ordered. Mitchells and Butlers was eventually spun out from its parent company in 2002 and became established in the form it exists today. The company runs several themed chains of pubs, including O’Neill’s Irish theme pubs.
Mitchells and Butlers believe that there are specific growth areas in the pub market, despite an overall decline in pub drinking in the UK in recent years. They believe that young professionals, women, families and the over 50s represent growth areas in the market and
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they aim to service those segments effectively. They saw the national ban on smoking to be an opportunity rather than a threat, since they believed that many of their target markets were deterred by the smoky atmosphere of the British pub. This was especially true for the pubs that serve food – and Mitchells and Butlers do serve a lot of food. With only 3% of the nation’s pubs under its control, the company still manages to capture 10% of the market but much of it comes from food sales rather than the higher-margin alcohol trade. The company serves 107 million meals a year, almost two meals for every person living in the UK.
The company have done well out of the UK property boom and have sold some pubs to generate cash – typically, these have been pubs where the company sees little or no scope for generating food sales. Some commentators have questioned whether Mitchells and Butlers’ business is actually about pubs at all or whether they are in fact running a restaurant chain – food sales outstrip beer sales for this company. Providing customers with what they want is a challenging affair in the twenty-first century – especially in an industry which is ever more regulated and which has seen an overall decline in popularity in recent years. The challenge for pub chains like Mitchells and Butlers is to maintain a competitive edge in the market.
The company sees the trade as crystallising along two dimensions: drinks vs. food-led pubs and city-centre vs. residential areas pubs. This gives a total of four quadrants as follows:
1. Locals. These are drinks-led pubs in residential areas. The company sees potential for these in terms of improving amenity levels in the pubs so as to gain market share. In other words, the company seeks to attract local residents to the pub by providing cleaner surroundings and better facilities. ‘Locals’ account for 38% of the pubs and 30% of the company’s sales and operate under the Ember Inns, Scream and Sizzling brand names.
2. Pub restaurants. These are food-led pubs in residential areas. Mitchells and Butlers believe that the advantage in the market lies with existing providers so they seek to maintain their strong presence in this market. These account for 37% of the pubs and 45% of sales. The brand names include Toby, Harvester, Premium Country Dining and Vintage Inns. These are mainly aimed at families eating out in their local area. The demand is for eating places within easy reach from home so that customers can either walk home or have a short taxi ride in order to avoid the UK’s tough drinking and driving laws.
3. High street. These are drinks-led pubs in city centres. The company believes that the supply of these establishments is outpacing the (albeit strong) demand. In other words, although he market is growing fast, the number of news pubs opening is growing faster. Therefore, the company want to approach this market with a strong differentiation strategy and do this through O’Neill’s (Irish theme), Reflex (‘80s theme) and Flares (‘70s theme). These pubs are deliberately geared around the over-
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50s: customers at Reflex and Flares easily remember the ‘70s and ‘80s the first time round.
4. Restaurants. These are city-centre, food-led establishments. Mitchells and Butlers see this market as strongly growing, so they seek to maintain strong brand values in order to keep and grow their share of the market. All Bar One and Brown’s are the key brand names here and they are intended to be female-friendly places where one can as easily order a coffee as a beer. They often fill up with office workers enjoying after-work drinks, which has led Mitchells and Butlers to develop Metropolitan Professionals, a new chain aimed at inner-city office workers.
Your role
While the company is active and rather successful in all above segments, they are finding it increasingly difficult and costly to manage such a broad range of offerings to stay competitive in all the above segments. Therefore, they are considering the necessary changes in their marketing strategy.
Mitchells and Butlers are searching for a new marketing executive with the perspective of becoming the company’s next marketing manager. You have been offered an interview for the position. As part of the selection process, you must write a short essay. The company has asked you to use your knowledge of marketing principles to conduct some analyses and make suggestions about the firm’s marketing practices. They do not expect a full marketing plan from you, but they do expect you to show that you understand basic marketing concepts and can apply them to the company’s specific context. The company is mainly interested in an evaluation of the environment and a re-consideration of their targeting strategy.
The Assignment Question
Specifically, you are required to produce a structured essay about Mitchells and Butlers based on the following two tasks.
Part One:
Conduct an analysis of the marketing environment for Mitchells and Butlers using the PEEST analysis. Highlight and discuss the key issues facing the company (ca. 1000 words).
Part Two:
Provide a (brief) evaluation of the company’s current segmentation, targeting and positioning strategy. Outline a future marketing strategy for the company, with particular focus on STP. Justify your recommendations with reasoned argument and evidence (ca. 2000 words).