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ASSIGNMENT

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ASSIGNMENT

AS VCE Business Unit 3 Marketing ? Laisterdyke High School

ASSIGNMENT GUIDANCE

    You are to assume the role of Marketing Manager at Bradford

    Bulls. Your boss, the Marketing Director has asked you to produce

    a marketing strategy for a new Replica shirt based on the

    successful home and away shirts. Sales of the Replica shirts have

    remained quite stable in the last few years, even though the loyal

    fan base of the club has been increasing due to increased custom SUMMARY from abroad. You are to investigate whether it would be feasible to

    launch a new Replica shirt, which could be the teams third shirt or

    even a limited edition or special edition shirt. Number your pages

    and include a contents section. You will also need to make an oral presentation of part of your strategy to show how it will work effectively.

    thDEADLINE 30 March 2004

    INTRODUCTION TO BRADFORD BULLS 1. Write an introduction to the assignment saying where you will get your information from and judge the current

    marketing mix/ strategy of Bradford Bulls showing an understanding of the principles of marketing. (E2)

Introduction

    Firstly you need an introduction for this section of the report detailing all the sources of information you will use

    - E Resource video and text materials

    - Internet Bbulls website

    - AS VCE Textbook and other books

    - TV, adverts, newspapers

    - Others

    Principles of Marketing - Explain what these are and how Bradford Bulls addresses its marketing principles.

You should then explain the current marketing mix and strategies of Bradford Bulls and indicate why the company

    may wish to launch a third replica shirt.

    - Product

    - Price

    - Place

    - Promotion

Product Areas to cover

    - an outline of the different products/ services offered by the company - an outline of the company’s product mix or portfolio

    - an outline of the target market (segmentation) who are their products aimed at?

    - a diagram and explanation of the product life cycle, showing the different stages. You need to explain which -

    stage different Bradford Bulls products are at on the life cycle.

    - an explanation of any extension strategies used by the company to extend the life of their products

Price

    - an outline of the main factors which influence the price charged by the company for its products (Choose two or

    three products)

    - an outline of the pricing strategies used by the company (Cost based, market orientated, competition based,

    skimming, penetration)

    - any recent price changes and the reasons behind it

Place

    - an explanation and diagrams of the different channels of distribution used by the company (eg manufacturer,

    wholesaler, retailer, agents, brokers)

    - an explanation of the factors which influence the choice of distribution - an outline of the main methods by which the product reaches the consumer

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AS VCE Business Unit 3 Marketing ? Laisterdyke High School

Promotion

    - an outline of the main methods of promotion used by Bradford Bulls

    ; TV and radio advertising

    ; Press advertising

    ; Posters, Billboards

    ; Sponsorship

    ; direct mailing

    ; branding

    ; packaging

    ; sales promotions

    ; merchandising

    ; public relations

    ; Others

Conclusion

    You should write the main reasons why the company may wish to launch/ introduce a new product.

    RESEARCH METHODS 2. - Explain the different methods of primary and secondary research used by businesses, commenting on the

    suitability to your strategy and the strengths and weaknesses of different methods. (E1, C2)

    - You should also include evidence of your own research and analyse the results, explaining any limitations of

    your primary research methods. (C1)

    - You need to include details of how you check the reliability/ validity of your primary and secondary research

    methods. (A1)

Primary Research

    Write an introduction to this section by answering the following questions

    ; What is primary research?

    ; Why are you using primary research?

    ; What methods of primary research do you intend using and why?

    ; What method of sampling do you intend to use and why?

1. Questionnaire

    - Sample size and location

    - Types of questions used and why (closed/open)

    - Any possible bias in your questionnaires

    - Purpose and objectives of questionnaire indicate what information you need from your questionnaire

See notes on E Resource for how to produce a questionnaire and for sample questionnaires

Analysis of questionnaire

    For each question you need to include the following:

    - The questions purpose

    - State your results

    - Draw a graph using ICT eg, pie chart, line graph, bar chart - Comment on the significance of the result, perhaps including some numerical changes e.g. percentage changes

At the end of your analysis you need to include a summary of the most important features of

    your results

    2. Focus groups/ consumer panel/ in-depth interview (optional) You may also wish to conduct the above or other primary research and you should address the same points as you

    have for your questionnaire

3. Conclusion

    - A brief summary of your main findings

    - The main strengths and advantages of your primary research methods

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AS VCE Business Unit 3 Marketing ? Laisterdyke High School

    - Any possible bias in your primary research and how you may overcome them - The problems/ weaknesses/ limitations of your primary research methods

    - The problems associated with your sampling method and size

Secondary Research

    In this section you should include information on the following, by putting it into the context of Bradford Bulls

- What is secondary research?

    - Why are you using secondary research to gather your data?

    - What methods of secondary research do you intend using and why?

    You should present your data and summarise why it is significant for the business.

Validity checks

    You need to include details on how you could check the validity/ reliability of your primary and secondary research

    methods.

Produce a table similar to that indicated below and complete it.

Research method/ ValidityReliability check

    Source

    IMPACT OF THE EXTERNAL ENVIRONMENT ON THE STRATEGY 3. - Produce a SWOT analysis and analyse the external factors that may prevent Bradford Bulls from launching

    this new product onto the market. (E3)

    - You need to produce a PEST analysis, Boston Matrix and Ansoff Matrix for Bradford Bulls based upon your

    research. (E3)

    - You must analyse the different external factors, which are likely to influence the decision of Bradford Bulls to

    launch the new product. (C3)

    You are to produce a SWOT and PEST analysis and analyse the external factors that may prevent Bradford Bulls rdfrom launching a new 3 Replica shirt onto the market.

A SWOT analysis

    Explain what a SWOT analysis is and produce one for Bradford Bulls based upon your research:

Internal

     Strengths

    e.g. sales and profit figures, diverse product range, quality of staff, competitive prices, brand name and

    image, customer loyalty

     Weaknesses

     e.g. increasing overheads, small product range, financial performance

External

     Opportunities

    e.g. diversification, (into new markets, introduction of new machinery, new market opportunities i.e. abroad)

     Threats

    e.g. external economic environment (interest rates, state of the economy, exchange rates, government

    legislation)

B PEST analysis

    Explain what a PEST analysis is and produce one for Bradford Bulls based upon you research.

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AS VCE Business Unit 3 Marketing ? Laisterdyke High School

Political

    Business decisions are influenced by political and legal decisions. You should explain how certain laws (Acts of Parliament) put constraints on Bradford Bulls and their decision to launch a third Replica shirt. - Trades descriptions Act 1968

    - Sale of Goods Act 1979

Economic

    The current economic climate is likely to have an influence on Bradford Bulls ability to develop or launch a new product. You need to consider the following areas:

    - Current state of the economy e.g. interest rates, tax levels, unemployment

    - Are the factors you have discussed favourable for Bradford Bulls to launch a new product?

Social

    Include some notes on

    - Consumer lifestyles

    - Environmental issues

    - Demographic issues e.g. population, size of the household

You must put these into the context of Bradford Bulls.

Technological

    Developments in technology gives rise to new products and processes. Include some notes on: - Use of new technology e.g. Use of ICT

    - Better equipment

    - New product developments

External Influences

    You must show an awareness of the different external factors, which are likely to influence the decision of Bradford Bulls to launch a new product. You should include information like below:

    - competition in the market (name competitors and relative strengths and weaknesses) - industry based constraints (page 177)

    - Legal factors related to packaging/ labelling e.g. product contents etc

    - Other issues e.g. social trends

Conclusion

    Summarise your main findings and in particular explain the main effects that these external factors can have on Bradford Bulls’s decision to launch a new product

    CREATING A NEW MARKETING STRATEGY 4. Develop a marketing strategy for Bradford Bulls covering all four aspects of the marketing mix, (Product, Price,

    Promotion, Place). (E4)

    Clearly explain the links between external influences and your marketing strategy (C3)

    You should fully justify your marketing strategy based on your research by clearly linking your proposals with

    specific information and analysis. (C4)

    You should also show how you have used marketing models and tools to develop your strategy (A4)

STUDENTS PLEASE NOTE

    You MUST not re explain Bradford Bradford Bulls’ current strategy. Your task is to create your own marketing strategy based on what you have researched so it should be different and original. You should include ideas that plug any current weaknesses in Bradford Bulls’ marketing strategy and are improvements as well as ideas that are linked to the particular product in question; namely the third Replica shirt.

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AS VCE Business Unit 3 Marketing ? Laisterdyke High School

A Introduction

    Explain what the main principles of marketing are by referring to your textbook, handouts and using the E Resource? - Understand customer needs

    - Understand and keep ahead of competitors

    - Communicate effectively with its customers to satisfy customer expectations

    - Coordinate its functions to achieve marketing aims

    - Be aware of constraints on marketing activities

B Marketing Strategy

    Based upon your primary and secondary research and your analysis of the external environment (PEST analysis and external constraints) you need to develop a marketing strategy for Bradford Bulls.

You need to cover ALL four aspects of the marketing mix:

Product

    Briefly describe the product shape, size, colour, taste, appearance, market segment, unique selling point etc.

Price

    Briefly state the price that you would envisage selling the product at and the pricing strategy that you would use (e.g. competition based, market led, market penetration, skimming) What factors would determine your price? Why?

Place

    How would you distribute your product to the consumer i.e. through which distribution channels would you use e.g. club shop etc. Why would you use these methods of distribution? What are the benefits of distributing in this way?

Promotion

    How would you promote your product e.g. briefly outline the main promotion methods you would use and state your reasoning (i.e. consider the relative advantages and disadvantages of each of your chosen methods)

    It is vitally important your marketing strategy is fully justified and makes reference to your market research, that you make reference to your analysis of external influences and marketing models and techniques in support of your marketing strategy

    METHODS OF ANALYSING MARKETING OPPORTUNITIES 5.

    Analyse the different marketing models by explaining how helpful each one was to developing

    your marketing strategy (A2) and evaluate their reliability. (A3)

    You must discuss your SWOT, PEST, Boston matrix and Ansoff matrix.

    A Introduction

    Indicate briefly what you intend to cover in this part, which is an analysis of the different marketing models and an evaluation of their reliability.

B SWOT analysis

    Briefly outline:

    - how helpful your SWOT analysis was in enabling you to determine your marketing strategy for Bradford Bulls - where does “launching a new third Replica shirt” appear in your SWOT analysis? Why?

C PEST analysis

    Briefly outline:

    - how helpful was your PEST analysis in enabling you to determine your marketing strategy for Bradford Bulls and - - the likely success of the new product launch

D Boston Matrix

    Briefly outline:

    - what is the boston matrix

    - for each category, explain their characteristics and indicate the options open to Bradford Bulls in each category. - a sketch to illustrate the Boston Matrix

    - examples of different products that Bradford Bulls have in each category

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AS VCE Business Unit 3 Marketing ? Laisterdyke High School

- where will the new third “Replica shirt” appear in the Boston Matrix? Why?

E Ansoff matrix

    Briefly outline:

    - what the Ansoff Matrix is

    - an explanation of the different categories and the different ways in which Bradford Bulls can achieve the strategy a sketch to illustrate the Ansoff Matrix

    - examples of different products that Bradford Bulls have in each category

    - Where will the “Replica shirt” appear in the Ansoff Matrix? Why?

F Conclusion

    You need to discuss how reliable the different marketing models were to determining your marketing strategy.

    PRESENTATION OF MARKETING STRATEGY 6.

    Present your findings orally to the rest of the group by outlining the research methods you

    have used to write your marketing strategy, your research findings and an explanation of two

    marketing models you have used. You must use an image, produce some notes and each

    presentation should last about 10 minutes. (E5)

Present your findings orally to the rest of the group using PowerPoint and additional notes to back up the presentation.

     Presentation

1. Introduction

    2. Explain the purpose of the Marketing strategy / Why you did it

    2. Outline your research methods

    3. Outline your research findings

    4. Briefly outline TWO of the following marketing models and how they helped you in developing your strategy

    ; SWOT

    ; PEST

    ; Boston Matrix

    ; Ansoff Matrix

    5. Explain your suggested marketing mix

    6. Conclusion

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