RBPO20l061A Strategic Marketing and Service Quality

RBPO20l061A Strategic Marketing and Service Quality

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RBPO20L061A Strategic Marketing

Task:

The mode of assessment: A written report on the design of a marketing strategy and implementation plan for a new or improved product or a service of your choice underpinned by academic and professional literature. The proposed product must be marketed by an existing, well-known company.

Your final report should include the following sections 

Part 1: Introduction and Product/Service Description (10%)

A brief description and rationale for introducing the new or improved product or service that is the focus of your report. Agree your choice with your tutor by week 3. 

Part 2: A Critical Analysis of the Market Context (20%)

Include a brief analysis of the market:

Key market trends (e.g. growth trends)

Who are the key competitors and how are they positioned?

Summarise the current customer attitudes/behaviours in this market

Identify the main issues / opportunities you think are relevant including social and/or ethical issues (if relevant) 

Part 3: Segmentation, Targeting and Positioning (STP) (20%)

What base(s) of segmentation you have used and why? 

Include size, geo-demographic, psychographic etc. 

Summarise the profile and persona of your target market and, if not a completely new product, how is the target market different from the segment(s) targeted in the past?

Include a statement that identifies why your target market should buy your improved product or service– i.e. what benefits it now offers and what problems it solves? 

Part 4: Your Recommended Extended Marketing Mix (given your analysis above) (30%)

Traditional marketing mix elements:

Product (include, for example branding and packaging and service quality) 

Pricing Strategy

Promotional Strategy including Digital Media

Channel or Distribution Strategy

Services marketing mix elements (where appropriate):

Process 

Physical evidence (e.g. including essential and peripheral evidence, servicescape etc.) 

People (including role of customer in the value creation process as well as employees and/or relationship marketing challenges)

Part 5 A discussion of Implementation Issues (10%)

This section should discuss issues related to implementation such as co-ordination between different departments and the role of internal marketing, as well as resources and capabilities required to implement your chosen marketing strategy.

RBPO20L061A Strategic Marketing

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