Submission date : 9th March 2014
TOPIC : “Understanding the Importance of Marketing
Orientation, Marketing Environmental Framework, and
Extended Marketing Mix”
By : Mahesh Fernando
MBA (ECU)AUS
PG. Dip in Mkt. SL
CPM Asia (AMF)
MSLIM

• Task 01 (10 Marks )
• Select a service marketing organization at your choice and give a brief introduction of the company and products they market.
• Task 02 (20 Marks )
• Briefly explain the key steps that you suggest that the company should implement in order to be marketing oriented and discuss difficulties they may encounter .
• Task 03 (20 Marks )
• Identify and explain the “Micro and Macro Environment” of the selected business organization
• Task 04 (30 Marks )
• Carry out an “Extended Marketing Mix” analysis for a selected product of this organization

Task 01 10%
Task 02 20%
Task 03
Task 04
20%
30%
Following assignment guidelines 20%
Total 100%

• Select a service marketing organization at your choice and give a brief introduction of the company and products they market.
• (The students may visit company websites and gather the necessary information regarding the company and its products (product lines, brands, etc.)
Company
History
Products
: ABC Pvt Ltd.
: 1996 with a staff of 4 and today its a 1 Billion LKR
business.
: ABC diploma program
No of products : 03
Product names : ABC Diploma/ XYZ MBA program/ YYH Degree
Max 01 to 02 A 4 Pages for this and Pictures can be included.

Task 02
Briefly explain the key steps that you suggest that the company should implement in order to be marketing oriented and discuss difficulties they may encounter.
What is marketing orientation ?
Recommended steps to be marketing oriented
Difficulties in marketing orientation

Marketing
Production
R & D Finance
Customer
Engineering
Mahesh Fdo.MBA-AUS|CPM Asia|PG.
Dip. In. Mkt.SL
6

• Increase customer satisfaction.
• Increase loyalty among customers.
• Increase reputation.
• High brand awareness.
• Increase motivation of staff.
• Increase market share & Profits.
• To Combat competition.
• Reduction of wastage in resources.
Mahesh Fdo.MBA-AUS|CPM Asia|PG.
Dip. In. Mkt.SL
7

• The difference in the focus & emphasis of other divisions & Functions.
• TOP Management Support.
• People problems.
• Inability to adopt to change.
• High cost.
• Differences in company cultures.
• Wrong timing & lack of skills.
Mahesh Fdo.MBA-AUS|CPM Asia|PG.
Dip. In. Mkt.SL
8

• Task 03
– Identify and explain the “Micro and Macro
Environment” of the selected business organization.
– Customers
– Suppliers
– Competition
– Stake-holders
– Public
– PESTEEL

Macro Environment
Micro Environment
Internal Environment
Intra Firm
| People| Culture| Structure | Resources
Customers, Suppliers, Competition, Public, Stakeholders
PESTEEL Factors

• Customer
• Competition
• Stakeholders
• Suppliers
• Public
: Segment (Geo/Demo factors)
: No of competitors
: Banks, Consumer affairs authority etc.
: Raw Material, Water, Cleaning services
: Trends and how they see the
business and the company

• PESTEEL
• Political : Policies/ Tax’s
• Economic : Inflation/Cost of living etc.
• Social cultural : Values/ Believes of people
• Technological : IT/Telecomm/ Internet
• Ethical : Do we say the truth
• Ecological : Do we pollute the environment
• Legal : Legal requirements

Task 03
Carry out an “Extended Marketing Mix” analysis for a selected product of this organization (Only 01 Service/Product)
• Product : ABC diploma program
•
• Price
Place
• Promotions
: LKR. 25,000 per subject
: Colombo and Kandy/Online
: Radio, Press, Direct Marketing
•
• People
Process
: Lectures, Overseas resources
: Enrolment process
• Physical evidence : Look and feel

suggested report format.

• Follow assignment guide lines.
• Format of the assignment as per the assignment sheet.
• Please read 3 times and understand each task and write the same in your own language.
• Get someone else to read and explain the same to you.