Unit 1 Creating a Marketing Proposal
ASSIGNMENT BRIEF
You have applied for your first job as a marketing assistant for a large/medium sized business. The company has informed you that you have reached the interview stage. As part of the interview you have been asked to give a presentation on a suitable marketing mix for a healthy food product you think the business new could launch in the near future. This is to be backed an understanding of the marketing objectives business, detailed market research and an inknowledge of how all the functional areas the business work together to support the marketing department. up with of the depth within
You are advised to work your way through the following tasks in order to prepare yourself for this rather complex interview.
Task One - marketing objectives, the role functional areas plan in supporting marketing activity and the different parts of the marketing mix .
[15 marks]
1. The first stage is to provide an overview of your chosen business. Write an introduction into your chosen business which sets the context for your marketing proposal.
2. You need to carry out some preliminary research to show you have a good understanding of the underlying marketing theory.

There are three parts to AO1 that need to be written up in the form of a report:-
Explain with a range of examples, a) What are marketing objectives. b) How functional areas of a business need to work together in supporting the marketing activity. c) What is meant by the marketing mix.
Task Two - having collected market research data, present and analyse your results [12 marks]
1. You are now required to undertake both primary and secondary market research which will inform your marketing proposal for your new product. In order to achieve the best results you need to go through the following stages:
Clearly set objectives for your market research (i.e. what you need to find out):-
• Identify who the potential customers are and their requirements. Possibly building up a “lifestyle profile” of the customer.
• Find out about the food market ( it might be sub-divided into different categories)
• Look at the different methods of promotion existing food products are marketed.
• Identify possible sources of information, both primary and secondary.
• Decide which methods of research to use to collect the information required.
• Estimate and set a timescale for the completion of the market research.
2. When you have undertaken your market research analyse your results using a variety of analytical techniques ( mean, medium, mode, percentages ) and/or marketing

tools (eg PEST, SWOT). Present your results in a suitable format (tables, charts and diagrams).
Task Three [14 marks available for presentation]
Using the results of your investigation into your chosen business and analysis of your primary and secondary research, prepare the following for inclusion in your presentation
(Powerpoint slideshow):
• your marketing objectives for the new product or service
• the marketing mix for your new product or service
Task Four- evaluation [9 marks]
You are required to make reasoned judgements to the likely success of your marketing proposal. In order to do this you must consider the following points:
• Whether the marketing objectives are likely to be fulfilled.
• Whether the needs of the potential customers are likely to be met.
• Whether the proposal is sustainable over time, both in terms of its potential market position and actions of possible rival competitors.
• How the new marketing proposal fits with the business’ current product-portfolio.
• The likely impact of the proposal on other functional areas of the business.
It is better to present this as a written piece of evidence separate from your presentation, though you can include this within your presentation if you wish.