Questions
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Question1
A)
RLL have conducted a number of interviews to investigate the possibility of
introducing a new chocolate based drink to its range. The company has asked
for your help in analysing this interview data. You are required to carry out a
process of data reduction on this interview data using any appropriate method
of your choosing (you may wish to consider using the “large sheet of paper”
method). The interview data is presented in Document 6.
(15%)
b)
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What advice could you give the company about marketing to its customers?
(15%)
Question 2
Using the RLL case study, carry out the following audits
– Customer audit
– Internal audit
– Competitor audit
– Macro audit
( 30% )
Question 3
Using a marketing planning structure, recommend a suitable strategy for RLL,
explaining your choice fully.
(40%)
Report Writing –Title Page
Allows the reader to identify the context in which
the report was written
 Has details of:
Title of report
Your name or group name
To whom the report is addressed/the course it is
submitted for
Date of report
Report writing –
Introduction
 The point at which the reader is oriented to the
subject of the report. It should be more than the title
restated
It should address the following questions:
-Why is the topic important?
-What was the remit of the report writer?
-What is the main argument of the report?
- On what evidence is the report based?
-How is the argument structured?
- What are the implications of the report
Report writing –
Main body of report
Usually contains a number of sections
Aim to develop arguments based on evidence tied to your
conclusions
Use diagrams to support and clarify your case
Aim to make the main report as clear and interesting as
possible for the reader
Refer to the more detailed analysis you have included in the
appendices
Report writing –
Conclusions
1 Should follow on naturally from the
arguments raised in the main report
2 Should contain no surprises or new
material
Report writing –
Appendices
(outside word count)
 Contain detailed evidence for those readers who
want more information or detail before they are
convinced by your argument
 Are more than a method of getting round a tight
word limit!
 Are often referred to by letters rather than numbers
 Should only be included if they are essential
Report writing –
Tips and hints
1 KISS – keep it simple!
2 Use diagrams where possible
3 Keep sentences short and sharp
4 Use bullet points where appropriate ( but not
everywhere)
5 Avoid emotive or sensational language and slang
6 Avoid the use of ‘I’ and ‘We’
7 Check your spelling!
(1a) Large sheet of paper
– V BASIC eg
Respondent
- Age?
Gender??
Do you drink hot
drinks?
Why?
Where do you
shop for hot
drinks?
1
Yes; Hot choc
Indulgence
Supermarket
2
Yes: Coffee
Gives a
Lift/stimulant
Work pool
3
Yes: Tea
Don’t know/habit Someone else
buys
(b) Internal Marketing Audit
Checklist
Marketing
Operating
Results
Operating
(by product, customer,
Results
geographic region
(by product,
•Sales
customer,
•Market share
geographic
•Profit margins
region
•Costs
Mix
Effectiveness
Marketing
•Product
Mix
•Price
Effectiveness
•Promotion
•Distribution
Strategic
Issues Analysis
•Marketing objectives
•Market segmentation
Strategic
•Competitive advantage
Issues
•Core competences
Analysis
•Positioning
•Portfolio
Marketing Structures
Marketing
analysis
•Marketing organisation
Systems
Marketing system
Marketing
•Marketing training
•Marketing information
Systems system
•IntraStructures
and interdepartmental
•Marketing planning
communication
•Marketing control system
7
(c) Competitor Audit - Micro Environment
Potential
entrants
Threat from
new entrants
Bargaining
Industry
competitors
Bargaining
Suppliers
Buyers
Power
Rivalry among
existing firms
Power
Threat of
substitute
products
Substitutes
2
(d) Macro - PE(E)ST/LE
• Political/Legal: Laws, Codes of practice
• Economic: Growth, Unemployment, Interest
and exchange rates, Economic trends
• Ecological/Physical Environmental: Global
warming, Pollution, Resources, Recycling
• Social/Cultural: Changes in population, Age
Distribution, Household structure, Subcultures
• Technological: New product and Process
Technologies, New Materials
Q3. The Marketing Planning Process
Business mission
Marketing audit
SWOT analysis
Audits Q2
External: micro/macro
Internal
Customer
Large sheet of
Paper Q1a
Marketing objectives
Core strategy
What recommendations? Q1b
Marketing mix decisions
Organization and implementation
Control
2
Q1
• A) Large sheet of paper is a table and
should be in the appendix.
• B) is part of the customer audit and should
relate to your findings from A above
Q3
• Outline marketing plan
– Structure
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Situational Analysis Audits and assumptions
Marketing objectives
Marketing strategy
STP
Outline mix
– The issue here is to show the linkages between
audits and answer –MUST follow logically and most
of your word count should be here.