Principles and Practice of Marketing

As a Marketing consultant for A Business Consultants Ltd you are required to prepare a 3,000 word report to the Marketing Director of an organisation of your knowledge covering the following
questions.
1. Apply and analyse the “SAVE” techniques your organisation uses within its marketing strategy. 40 marks.

2. Chaffey and Smith( 2002), identify the “5s” of internet marketing. Explain each S and analyse the effectiveness of each one in the marketing strategy of your organisation.
30 marks

3. Evaluate the use of 2 of the following marketing models in your chosen organisation. ( You are recommended to choose the 2 models most relevant to your organisation) – Ansoff’s Growth
Matrix, Porter’s Generic Strategies, Boston Matrix, TQM 30 marks

You are also required to prepare a 500 word background report describing the current marketing strategy of your organisation. Although this background information will not contribute towards your
final grade, it will provide the research on which to build your graded answers. THIS SHOULD NOT BE A HISTORY OF YOUR CHOSEN ORGANISATION.

You should NOT choose from the following organisations- Tesco, Apple, Sainsbury’s or McDonalds.

Answer outline
1. Apply and analyse the “SAVE” techniques your organisation uses within it’s marketing strategy. 40 marks.
Explain how SAVE techniques work in unison with the traditional marketing mix.
Outline each of the four elements of SAVE.
Apply each of the four elements of SAVE to the marketing strategy of your chosen organisation.
Comment on the effectiveness of SAVE in the marketing strategy of your chosen organisation.
Make justified recommendations as to how your organisation could improve the use of SAVE techniques.

2. Chaffey and Smith( 2002), identify the “5s” of internet marketing. Explain each S and analyse the effectiveness of each one in the marketing strategy of your organisation.
30 marks

Sell
Serve
Speak
Save
Sizzle.

Explain how each of the five will benefit through e-marketing
Highlight how each benefit can be delivered
Give examples of typical objective.
NB- Apply all points to your organisation.

3. Evaluate the use of 2 of the following marketing models in your chosen organisation. ( You are recommended to choose the 2 models most relevant to your organisation) – Ansoff’s Growth
Matrix, Porter’s Generic Strategies, Boston Matrix, TQM
30 marks
Select two models only – equal weighting for each.
Explain each model- support graphically if appropriate.
Consider the application of each model in your organisation- comment on the effectiveness.
Recommend how the application of each model could be improved within your organisation.


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