Division of Business
Course: HND Level 5 Business (management)
Year: 2014/15
Student Name:
UNIT 4: Marketing Principles
Lecturers Name: Mr A Pius
Date Issued: 6th of October 2014
Completion Date: 16th of January 2015
Fail
Pass
Merit
Distinction
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
P11
P12
P13
P14
P15
P16
M1
M2
M3
D1
D2
D3
Learning Outcomes:
1 Understand the concept and process of marketing 2 Be able to use the
concepts of segmentation, targeting and positioning 3 Understand the individual elements of the extended
marketing mix 4 Be able to use the marketing mix in different contexts.
Comments:
Assessor’s Signature:______________
Date:______________
Late: Yes
No
Referred
Internal Verification: Yes
No
I declare that the work I am submitting for assessment contains no sections in copied in whole or part from
any other source, unless it is explicitly identified by means of quotation mark or by means of wholly indented
paragraphs. I declare that I have also acknowledged such quotations by providing detailed references in an
approved format. I understand that unidentified and un-referenced copying both constitutes plagiarism which is
an offence. I give my consent for my work being scanned by Turnitin formatively and summatively for the
purposes of assessment.
Student Signature:
Received:
Date:
Date:
EDEXCEL HND Business (management)
Unit 4: Marketing Principles
Scenario
You are employed as a marketing consultant by a supermarket chain that wishes to expand
operations from mainland Europe into the UK market.
Their business model and image are similar to the UK supermarket chain, Tesco. Before
they acquire sites in the UK, they want you to carry out an in depth study into marketing in
Tesco. This will help them with their future business plans.
Most of the information you require will be available through the Tesco website. You should
do additional research into news and financial reports about the chain, for example, there
are several articles in the publication ‘Marketing Week’. It would be useful to visit a Tesco
store to help with your research.
Your research has been divided into different tasks to help you structure your assignment.
The findings from tasks 1, 2 and 3 can be submitted in one report containing one
introduction at the beginning and one conclusion at the end. The findings from tasks 4 can
be presented in a class presentation and presentation slides need to be submitted.
LO1: The concept and process of marketing
Carry out appropriate research and produce the first section of your report explaining the
concept and process of marketing in Tesco. You should ensure that this section includes an
explanation of the elements of the marketing process in Tesco.
Please be aware that the following ACs must be considered in your report;
AC1.1 Explain the various elements of the marketing process in Tesco, by providing an
overview of marketing process in Tesco. You can discuss marketing audit process in Tesco;
conduct a SWOT analysis for Tesco and identify marketing objectives of Tesco.
AC1.2 Evaluate the benefits and costs of a marketing orientation, and establish links
between marketing orientation and building competitive advantage in Tesco. Look at how
Tesco is being benefited from building customer satisfaction, relationship marketing and
customer retention.
LO2: Segmentation, targeting and positioning
In your report, you will demonstrate an understanding of the segmentation, targeting and
positioning strategies in Tesco.
Please be aware that the following ACs must be included in your report;
AC2.1 Show macro and micro environmental factors which influence marketing decisions in
Tesco
AC2.1 Propose segmentation criteria to be used for products in different markets, include
a review of Tesco’s main market segments and an explain how they have been segmented e.g.
demographic and geographic.
AC2.3 Choose a targeting strategy for a selected product/service in Tesco.
AC2.4 Demonstrate how buyer behaviour affects marketing activities in different buying
situations with examples with Tesco products/services.
AC2.5 Propose new positioning for a selected product/service, by comparing Tesco with
other supermarket chains
LO3: Individual elements of the extended marketing mix
Carry our appropriate research and produce this section of your report explaining the role
of the individual elements of the extended marketing mix (7Ps) in Tesco’s and how it helps
contribute to business objectives.
Please be aware that the following ACs must be included in your report;
AC3.1 Explain how products in Tesco are developed to sustain competitive advantage
AC3.2 Explain how distribution is arranged to provide customer convenience in Tesco
AC3.3 Explain how prices are set to reflect Tesco’s objectives and market conditions
AC3.4 Illustrate how promotional activity is integrated to achieve marketing objectives in
Tesco
AC3.5 Analyse the additional elements of the Tesco’s extended marketing mix
LO4: Using the marketing mix in different contexts
Scenario
The CEO of the supermarket chain knows you are an expert in marketing. You have both
theoretical and practical expertise. In addition to your investigative consultancy report, he
wants you to make a presentation for the Board of Directors and explain some marketing
issues they are struggling to deal with. The issues CEO identified and requested you to
make presentation are: panning marketing mixes for different segments; business to
business model and differences between international marketing and domestic marketing.
In order to explain them marketing mix you have selected two of their existing products
from the existing market: one is a fruity breakfast cereal and another one is Tesco Mobile.
You have identified potential segments for both products from the UK consumer market and
planed marketing mixes for both products. Present your plan of marketing mix. In your
presentation illustrate differences in marketing products and services. Also explain the
business to businesses marketing model. Show them how and why international marketing
differs from domestic marketing.
Please be aware that the following ACs must be included in your report;
AC4.1 Plan marketing mixes for two different segments in consumer markets
AC4.2 Illustrate differences in marketing products and services to businesses rather than
consumers
AC4.3 Show how and why international marketing differs from domestic marketing.
Resources
Textbooks
Brassington, F. and Pettitt, S. (2006) Principles of Marketing. 4th Edition. Financial
Times/Prentice Hall.
Kotler, P. et al (2010) Principles of Marketing. 5th Edition. Financial Times/prentice Hall.
Journals
Campaign (Haymarket Publishing)
Harvard Business Review (Harvard Business Publishing)
The Marketing Review (Westburn Publishers Ltd)
The Marketer (Journal of the Chartered Institute of Marketing Magazine)
Marketing Business (The Chartered Institute of Marketing Magazine)
Marketing Week (Centaur Communications Ltd)
The Financial Times and other daily newspapers which contain a business section and market
reports
Websites
www.bized.co.uk
www.cim.co.uk
Bized provides a selection of teaching and learning resources
The Chartered Institute of Marketing’s site contains a useful
knowledge centre
www.ft.com
The Financial Times business sections
www.thetimes100.co.uk
multimedia resources
Submission Guideline

Work should be referenced

Sources should be acknowledged fully by referenced books, journals used and URL visited

All work should be word processed, font size of 12 and font style of Times New Roman/Arial

Subtitles of the assignment should be in the font size of 14

Pages should be numbered in the bottom right hand corner

Spell check the document and read thoroughly for grammatical errors

1.5 Line spacing

Reference at the end of the assignment

All paragraphs should be aligned in justified mode

The guided word limit is between 2500-4000 words
In addition to the above Pass Criteria, this assignment gives you opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION
grades
Grade Descriptor
Indicative characteristic/s
Contextualisation
To achieve M1:
M1 Identify and apply strategies to M1.1 Effective judgements have been made.
You will make effective judgements about fundamental concepts
find appropriate solutions
and principles that underpin the marketing in Tesco.
M1.2 Complex problems with more than one variable
have been explored.
M1.3 An effective approach to study and research has
been applied.
M2 Select/design and apply appropriate
methods/techniques
M3 Present and communicate
appropriate findings
M2.1 Relevant theories and techniques have been
applied
You will provide supporting and contrasting examples to explain a
complex issue.
You will also adopt an effective approach to study and research by
integrating secondary and empirical examples in the report. In
addition, you will use resources to support your arguments which
are academically accredited, good quality, up-to-date, relevant and
appropriate to the level of this course of study.
(AC 1.1,1.2,2.1,2.2)
To achieve M2:
You will apply relevant theories of Marketing Principles.
M2.2 A range of sources of information has been used
You will also use range of sources of information. Range means
range in quantity and range in variety. In addition, arguments will
be supported by drawing information from variety of sources
including variety of sources such as internet, journals, books etc.
M2.3 Appropriate learning methods/ technique have
been applied
You will also acknowledge all resources using correct Harvard
Referencing System.
(AC1.1,1.2,2.1,2.2,2.3)
M3.1 Appropriate structure and approach has been
used
To achieve M3:
You will use appropriate academic report format to present the
work neatly and professionally maintaining highest academic and
professional standard.
D1 Use critical reflection to evaluate
own work and justify valid conclusion
M3.2 Coherent, logical development of
principals/concepts for the intended audience
You will make sure arguments/theories provided are appropriate to
the audience.
M3.3 A range of methods of presentation have been
used and technical language has been accurately used
You will also use technical language accurately in the context and
check the work for spelling errors.
(AC 2.1,2.2,2.3,2.4,2.5)
To achieve D1:
You will provide concluding paragraph for each task and an overall
conclusion that would derive directly from your analysis. You
should justify the conclusion you have reached.
D1.1 Conclusions have been arrived at through
synthesis of ides and have been justified.
D1.2 Realistic improvements have been proposed
against defined characteristics for success.
D2 Take responsibility for managing and
organising activities
D2.1 Autonomy / independence demonstrated
D2.2 Activities have been managed
D3Demonstrate
convergent/lateral/creative thinking
D3.1 Self-evaluation has taken place
D3.2 Convergent and lateral thinking have been applied
D3.3 Innovation/creative thought have been applied
Provide recommendation for further improvements.
(AC 2.1,2.2,2.3,2.4,2.5,3.1,3.2,3.3)
To achieve D2:
You will have demonstrated an effective approach to independent
research and study.
You will have met the deadline to submit the tasks. You will also
have attended regularly and contributed to class sessions.
(AC 2.1,2.2,2.3,2.4,2.5,3.1,3.2,3.3,3.4,3.5)
To achieve D3:
You will write a self-evaluation showing your ability to reflect upon
your learning by identifying strengths and areas for improvement in
relation to Marketing Principles unit.
You will be conducting a thorough and critical investigation. This
can be done by outlining, comparing and discussing key ideas,
explanations, concepts, theories and models associated with the
topic area.
The originally of your work will be evident.
(AC 2.1,2.2,2.3,2.4,2.5,3.1,3.2,3.3,3.4,3.5,4.1,4.2,4.3)