Introduction
Marketing Aims and Objectives
Research and Analysis
Reliability and Validity
Justification
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Introduction
Give a brief summary about the business.
What have they asked you to do?
Explain the principles of marketing that will be suitable for this task.
Support your explanation with the case study.
This is one of the 2 options in Part B.
Note - Choose the most suitable option
Choose the one you can easily work with.
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Objectives
Identify 3 suitable objectives.
These objectives should enable you fulfill your AIM.
Turn the 3 objectives to be SMART
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What are the Objectives?
Understanding customer wants and needs
Developing new products
Improving profitability
Increasing market share
Diversification
Increased brand awareness and loyalty
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How to turn the objectives into SMART objectives
Increase market share - by how much? and when?
Increased brand awareness - how? and when?
improve profitability - how and by what percentage? and when?
Use FIGURES (10%; $30; 2 years)
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How to write an objective
State your SMART objective
Explain why it is suitable for the Business?
Support it with Case study and Research Data.
Explain the IMPACT (positive /negative) it will have on achieving the aims and/ or the objectives.
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Research and Analysis
Sub-topics
Target Market/Market segmentation
Market size, structure and trends
Competition
Research and Validity
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How to writ/ represent the data
(Market Research)
State the data
What does the data mean?
How will that impact on the Businesses Aims $ Objectives?
Explain using the Case Study (B)
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Target Market/Market segmentation
Who is the business targeting?
How have the business divided the market?
Who are the users of the product or services?
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Market Size
How big is the market? Net worth
Who are the main players in the market?
Volume sold? Tonnes
Staff Employed
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Market Trends
How has the market changed over the years?
What is the preference now?
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Market Structure
What is the USP.
What type of market is it? Niche / Mass Market
Is it a Monopoly, Oligopoly, Monopolistic?
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Research and Analysis Example
The research shows that ….. This means that … (How will this data affect the business positive and negative) … This could lead to ….(impact on the marketing strategy) Link it back to the aims and objectives
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Validity and Reliability
Is the data Valid?
What makes it valid?
Is the data reliable?
What makes it Reliable
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Justification
SWOT Analysis
Product Life Cycle
PESTLE Analysis
Any 2 of the above will do
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SWOT
Identify the SWOT
For each of them explain what it means.
Link it to the ? Case Study
What impact will it have on the aims and objectives
What impact will it have on the marketing campaign?
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PESTLE
Identify the PESTLE
For each of them explain what it means.
Link it to the ? Case Study
What impact will it have on the aims and objectives
What impact will it have on the marketing campaign?
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Product Lifecycle
What is the product life cycle of the product / service?
where will you place the business product/ service.
what impact will the placement have on the marketing campaign.
What impact will it have on the aims and / objectives.
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Justification Example
..... is a strength of the business. This is a strength because ...... as the case study suggest. This will enable it achieve the objective of ...... however the business would have to ....... because.......
The business could use price skimming to cover
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Conclusion
Which factors will hugely impact on your aims and objectives.
Are there any depending upon factors?
What recommendations do you have for the marketing campaign and why?
link it to Research data and case study.
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Other cards in this set
Card 2
Front
Give a brief summary about the business.
What have they asked you to do?
Explain the principles of marketing that will be suitable for this task.
Support your explanation with the case study.
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