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Marketing Management (BUSS 22001)–Fall–2020-CW2 (Assignment2)–QP

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Instructions to Student

• Answer all questions. • Deadline of submission: 20/01/2021: 23:59 • Assignment weighting: 50%. This means that the marks received in the assignment out

of 100 will be scaled out of 50.

• Formative feedback on the complete assignment draft will be provided if the draft is submitted at least 10 days before the final submission date.

• Feedback after final evaluation will be provided by 04/02/2021

Module Learning Outcomes The following LOs are achieved by the student by completing the assignment successfully

1. Demonstrate knowledge and understanding of marketing planning theoretical frameworks

to design, implement and evaluate marketing plan.

2. Analyse, problem solve and apply marketing concepts and techniques effectively.

4. Design and present marketing and financial data analysis, and recommendations in an

effective manner.

Assignment Objective The objective of the assignment is to demonstrate an in-depth understanding of the structural and procedural components of marketing decision making and how it is undertaken in a comprehensive manner.

Assignment Title:

“MAKING MARKETING DECISIONS”

`

IN SEMESTER (INDIVIDUAL) ASSIGNMENT Module Code: BUS22001 Module Name: Marketing Management

Level: 2 Max. Marks: 100

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Assignment Tasks

The assignment is divided into 2 specific parts. The students should focus on the guidelines

appropriate for the assignment along-with its deliverables and the marking rubrics to produce a

well thought out report.

1) Task 1 (5%) Task description: Submit a one-page work proposal for this assignment 14th December 2020. The proposal should ideally include:

o The purpose of the main assignment o Definition of the tasks of the main assignment o Outline of the main assignment o A timeline with a Gantt Chart showing the work plan over time.

The work proposal must be submitted in a word file through the link available in Moodle. Task Description:

2) Task 2 or the main assignment (95%)

Assignment description: You have been appointed as a marketing consultant by a medium restaurant based in Muscat. The company has recently recruited a marketing manager, who needs assistance in designing a marketing plan for the company for the forthcoming financial year. The marketing manager has specified her requirements to you as follows: i. What decision areas she should consider ii. What strategic and marketing decisions she has to make iii. How she would make such decisions

The CEO of the company has requested you prepare a report in the light of the requirements above. The report deliverables are described in the following table:

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Task 2 deliverables and corresponding marks:

ASSESSMENT DELIVERABLES MARKS

1. EXECUTIVE SUMMARY

The students should clearly specify what the assignment is about; its rationale and the methodology used.

1.5

2. INTRODUCTION

Hence, the students should introduce the different sections of the report in specific terms.

1

3. SWOT MATRIX

• Describe the role of SWOT Model in a marketing plan. Give 1 example for each of the SWOT factors.

3

4. SETTING STRATEGIC GOALS

• Describe the types of strategic goals that may be considered. 4

• Give 2 examples of strategic goals 1

5. GROWTH STRATEGIES

• Explain the ‘Growth Matrix’ (Ansoff Matrix) and illustrate each with an example 6

6. MARKETING DECISIONS: SETTING MARKETING GOALS

• Describe the types of marketing goals that may be considered. 2

• Give 2 examples of marketing objectives 2

7. MARKETING DECISIONS: SEGMENTATION, TARGETING AND PSOOITITIONG

• Segmentation: Describe the segmentation process 6

• Targeting: – Describe how segments identified are evaluated and – Describe the targeting options available

5

• Positioning: Describe positioning process and how perceptual mapping can be used to position a brand.

3.5

8. MARKETING DECISIONS: MARKETING MIX DECISIONS

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• Branding decisions: Describe brand naming, logo, adding values, tagline, rebranding, co-branding decisions

10

• Pricing: Describe the pricing options available 16

• Distribution: Describe the location, location convenience, facilities, ambience, take away and home delivery options

5

• Promotions:

– Assess the strengths and weaknesses of each of the following: Television networks, newspapers, Online marketing, e-mail marketing, Social media

marketing and Mobile marketing. 1 strength and 1 weakness from each.

– Describe the possible budgeting techniques

16

9. MONITOR AND CORRECT

• Identify the metrics used to determine if the marketing action plans are being implemented as expected.

5

10. PRESENTATION STYLE AND GRAMMAR 3

• The assignment should follow a ‘report’ format. An internationally acceptable presentation style must be adhered to with appropriate Grammar. Must avoid truncations and unnecessary

spacing. The report must be consistent with regards to the font style and size for both headings

and the text; sentence and paragraph spacing; and proper punctuations must be used

throughout. Use of Pronouns: Incorrect use of the 'Pronouns' in a report format (or an essay)

would be costly. Avoid using 'I' (First Person Subject Pronoun/Singular), 'Me' (First Person Object

Pronoun), 'My' (First Person Possessive Adjective), 'Mine' (First Person Possessive Pronoun),

'We' (First Person Subject Pronoun/Plural), 'You' (2nd Person Subject/Object Pronoun). Instead,

you must consider the use of the 3rd Person Subject/Object/Possessive/Reflexive-Intensive

Pronouns/Possessive Adjective).

11. REFERENCING

CU Harvard Referencing style.

5

TASK 2 TOTAL 95

NOTES:

• Students must ensure that all tasks are supported with appropriate theory/concepts • They must use relevant references as needed for Task 2 • All theories/concepts/sources must be referenced using the CU Harvard referencing style

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Assignment Structure: The report should ideally have the following contents:

i. Cover page ii. Table of Contents iii. Executive Summary iv. Introduction v. Key Deliverables vi. Bibliography

Rules & Regulations:

• All resources should be cited using CU Harvard style. • The final assignment must have a Title page, Table of Contents, References/ bibliography using

CU Harvard Style and page numbers.

• Title Page must have Assignment Name, Module name, Session, your name, ID, and the name of the faculty.

• Softcopy in word format is to be submitted through Turnitin link on Moodle. • Viva will be conducted after the assignment submission as per the dates informed earlier.

Guidelines:

• Assignment must be computer typed.

• Word Limit: 1500 words (±10%) • Font Style/Size: a. Text: Times New Roman: 12 • Headings/Sub-headings: Student’s choice (Consistency is critical) • Spacing: 1.5

• Explain with suitable diagrams wherever required. Diagrams must be drawn using suitable software or by pencil.

• Each student has to do the assignment individually / Students have to do the assignment collaboratively and each student should write a brief reflection on their contribution and learnings from group work.

• You can refer books in eLibrary or use internet resource. But you should not cut and paste material from internet nor provide photocopied material from books. The assignment answers should be in your own words after understanding the matter from the above resources.

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Important Policies to be followed

1. Student Academic Integrity Policy*:

MEC upholds the spirit of academic integrity in all forms of academic work and any form of violation of academic integrity shall invite severe penalty. Any benefit obtained by indulging in the act of violation of academic integrity shall be cancelled.

All cases of violation of academic integrity on the part of the student shall fall under any of the below mentioned categories:

1. Plagiarism 2. Malpractice/Ghost Writing/Collusion 3. Other cases

If the student fails a module and has a proven case of academic integrity violation in this module, the student is required to re-register the module. This is applicable to first and second offenders of plagiarism.

1. Plagiarism

A. First offence of plagiarism

I. If a student is caught first time in an act of plagiarism during his/her course of study in

any assignment other than project work, the student will be allowed to re-submit the assignment once, within a maximum period of one week. However, a penalty of deduction of 25% of the marks obtained for the resubmitted work will be imposed.

II. Period of re-submission: The student will have to re-submit the work one week from the date he or she is advised to re-submit.

III. If the re-submitted work is also found to be plagiarized, then that assessment will be awarded a zero mark. Re-submission of the work beyond the maximum period of one week will not be accepted and the assessment will be awarded a zero mark.

B. Second offence of plagiarism

If any student is caught second time in an act of plagiarism during his/her course of study (in a subsequent semester), the student will directly be awarded zero for the work in which plagiarism is detected. In such cases, the student will not be allowed to resubmit the work. A warning of suspension shall be issued, and student has to sign an undertaking and undergo counselling session in such cases.

2. Malpractice/Ghostwriting/Collusion

a. First offence of Malpractice/Ghostwriting/Collusion

If a student is caught in an act of Malpractice/Ghostwriting/Collusion for an assessment component irrespective of coursework or end semester, the student shall fail the module and shall be required to re-register the module

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b. Second Offence of Malpractice/Ghostwriting/Collusion

If a student is caught a second time in an act of Malpractice/Ghostwriting/Collusion for an assessment component irrespective of coursework or end semester, the student shall fail the module. A warning of suspension shall be issued, and student has to sign an undertaking and undergo counselling session in such cases.

c. Third Offence of Academic Integrity Violation

If a student is caught a third time in an act of Academic Integrity Violation for an assessment component irrespective of coursework or end semester (in a subsequent semester), the student shall fail the module and also shall be suspended for one semester from the College, as recommended by institutional level academic committee, Chaired by the Associate Dean, Academic Affairs.

d. Fourth Offence of Academic Integrity Violation: If a student is caught a fourth time in an act of Academic Integrity Violation for an assessment component irrespective of coursework or end semester (in a subsequent semester), the student shall fail the module and also shall be expelled from the College, as recommended by institutional level academic committee, Chaired by the Associate Dean, Academic Affairs.

3. Other cases

If a student commits an act of academic integrity violation as per the definition of “other cases” mentioned in the previous section or of a different nature, student’s case shall be forwarded to an institutional level academic committee, Chaired by the Associate Dean, Academic Affairs. The committee shall investigate the case by means of a viva and/or a disciplinary hearing and shall take appropriate decision. The penalty that can be granted to a proven case of academic integrity violation which falls in this category of “other cases” can be a warning/component zero/ module fail/suspension/expulsion depending on the nature and gravity of the offence.

• Types/Variations of Cases:

I. If plagiarism is detected in any component of one assessment, the deduction in marks will be

applicable for the whole assessment, even if only the component or part submission alone needs to be resubmitted.

II. If plagiarism is detected in a group assessment, all students of the group will be considered as having committed an act of plagiarism and the policy will then be applied to all students

III. If plagiarism is detected in any component of a group assessment, the deduction in marks will be applicable for the whole assessment even if only the component or part submission alone needs to be resubmitted. All students of the group would be considered as having committed an act of plagiarism and the policy will then be applied to all the students of the group.

IV. If the assessment consists of components or part submissions that could be a group assessment component (e.g. group assignment) and an individual assessment component (e.g. individual reflection), the following will be applicable:

a. If plagiarism is detected in the group assessment component, all students of the group

will be considered as having committed an act of plagiarism, The policy will then be

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applied to all students of the group. Group assessment component will be resubmitted as per the policy.

b. If plagiarism is detected in the individual assessment component, the individual assessment component will be resubmitted and the policy will then be applied to that student alone.

c. For both (a) and/or (b), the deduction in marks will be applicable for the whole assessment.

* for further details Refer to MEC Student Academic Integrity Policy in Student Handbook.

2. Late Submission Regulations:

It is the students’ responsibility to check all relevant timelines related to assessments.

As per the Assessment Policy at MEC, late submissions are allowed for one week (5 working days) for all UG modules with a penalty. In such cases, a deduction of 5% of the marks obtained for the submitted work shall be imposed for each working day following the last date of submission till the date of actual submission. Assessment documents submitted beyond a period of one week (5 working days) after the last date of submission will not be accepted and will be awarded a zero for that assessment. In cases where the submission has been delayed due to extenuating circumstances, the student may be permitted to submit the work without imposing the late submission policy stated above. The extended period of submission will be one week from the original last date of submission. In such cases, the student is expected to submit the supporting certificates on or before the original last date of submission of the assessment and the decision of extension rests with faculty responsible for the assessment .The late submission policy shall be applied if the student fails to submit the work within one week of the original last date of submission.

Students may contact their teachers for clarification on specific details of the submission time if required. 3. Research Ethics and Biosafety Policy To protect and respect the rights, dignity, health, safety, and privacy of research subjects involved including the welfare of animals and the integrity of environment, all student projects are expected to be undertaken as per the MEC Research Ethics and Biosafety Policy. Accordingly, the following shall apply:

• Research and other enterprise activities shall be conducted by maintaining the high ethical standards consistent with national and international standards and conventions.

• Any research at MEC that is categorized as high-risk research shall be subject to review and approval by the Research Ethics and Biosafety Committee.

• Research activities involving collection of human or animal tissues and manipulation of microbial, animal or plant cells shall be subject to review and approval by the Research Ethics and Biosafety Committee.

• Participants involved in research must be informed about the purpose of research and intended uses of research findings. Written consent must be obtained from people involved prior to the commencement of research.

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• Data obtained from participants must be treated with high confidence and should be used only for the intended purpose of research.

Assessment Evaluation Criteria

Classification

and % Range

Reflection and critical analysis.

Knowledge and Understanding/

Application of Theory

Evidence of Reading

Referencing and

Bibliography

Presentation, Grammar and

Spelling

Outstanding (91%-100%)

Highly competent analytical skills and reflective practice, demonstrating personal learning and growth, insight into required professional values and principles and professional development planning.

Extensive knowledge and depth of understanding of principles and concepts and /or outstanding application of theory in practice.

Evidence of reading an extensive range of educational literature/research and where applicable workplace strategies, policies and procedures.

Accurate referencing and bibliography correctly using appropriate referencing style

Excellent presentation, logically structured, using correct grammar and spelling, excellent cross- referencing and links to supporting evidence

Excellent (87%- 90%)

Strong analytical skills and reflective practice used, demonstrating personal learning and growth, insight into required professional values, principles and competencies and professional development planning.

Excellent knowledge and understanding of principles and concepts and /or excellent knowledge and understanding of the application of theory in practice

Evidence of reading a wide range of educational literature/research and where applicable, workplace strategies, policies and procedures.

Appropriate referencing and bibliography correctly using appropriate referencing style

Good presentation, competently structured, using correct grammar and spelling, clear and easy to use links to supporting evidence

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Very Good Quality (80%-

86%)

Good use of analytical skills and reflective practice demonstrating personal learning and growth, insight into required professional values, principles and competencies and professional development planning.

Good knowledge or key principles and concepts and/or good knowledge of the application of theory in practice

Evidence of reading a good range of educational literature/research and where applicable workplace strategies, policies and procedures.

Generally well referenced with correct use of the appropriate referencing style

Reasonable presentation, completely structured, acceptable grammar and spelling, acceptable links to supporting evidence

Good (Acceptable) (74%-79%)

Acceptable use of analytical skills and reflective practice demonstrating personal learning and growth, insight into required professional values, principles and competencies and professional development planning.

Acceptable knowledge of key principles and concepts and/or knowledge of the application of theory in practice

Evidence of reading an appropriate range of educational literature/research and where applicable, relevant workplace policies and procedures

Adequate referencing. Generally accurate use of appropriate referencing style

Adequate presentation and structure, acceptable grammar and spelling, adequate links to supporting evidence

Adequate/ Satisfactory (66%-73%)

Adequate use of analytical skills and reflective practice demonstrating personal learning and growth, insight into required professional

Adequate knowledge of key principles and concepts and/or satisfactory evidence of the application of

Evidence of minimal reading of educational literature/research and where applicable relevant workplace policies and procedures

Adequate referencing. Appropriate referencing style used but may contain some inaccuracies.

Weak presentation , satisfactory structure, grammar and spelling, links to supporting evidence

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values, principles and competencies and professional development planning.

theory in practice.

Weak

(Little or no learning

outcomes met)

(50%-65%)

Little or no use of analytical skills and reflective practice demonstrating personal learning and growth, insight into required competencies and/or professional development planning. Professional values and principles not reflected in the submission.

Little or no evidence of knowledge of key principles or concepts and/or little evidence of the application of theory in practice.

Little or no evidence of reading outside of the course textbook and/or reference to relevant work place policies and procedures.

Little or no referencing. Mostly incorrect style.

Below average presentation, grammar and spelling, links to supporting evidence.

Poor

(learning outcomes not

met)

(<50%)

No use of analytical skills and reflective practice demonstrating personal learning and growth, insight into required competencies and professional development planning

No evidence of knowledge of key principles or concepts and/or no evidence of application of theory in practice

No evidence of reading outside of the course textbook and/or reference to relevant workplace policies and procedures

Unacceptable use of appropriate referencing style

Unacceptable presentation, grammar and spelling, structure is very poor, links to supporting evidence

1 | P a g e

Executive Summary

An organisation’s success depends a lot on the degree to which marketing strategies are

both efficient and effective. The aim of the project was to assist the marketing manager of

a restaurant with the design of a marketing plan for her restaurant.

The project was undertaken to fulfil a contractual obligation that warranted that the

consultant helped the marketing manager of a specific restaurant in Muscat to attain a

complete understanding of how to design a marketing plan.

Face to face and over the phone discussions as well as explanations over email were used

extensively to achieve the understanding referred to above. Additionally, the current report

was prepared to offer a formal and comprehensive guide to the marketing manager of the

restaurant.

2 | P a g e

1.1 Introduction

The report includes a total of 7 main sections. Section 1.2 describes the role of SWOT Model in a

marketing plan. A description of the types of strategic goals that may be considered with examples

is provided in Section 1.3. Section 1.4 explains the ‘Growth Matrix’ (Ansoff Matrix) and illustrates

each of the four options with an example. A description of the marketing objectives and examples

of two of these are provided in Section 1.5. Section 1.6 explains the four steps included in the

segmentation process. Section 1.7 describes how segments identified are evaluated and what

targeting options the marketing manager may consider. The positioning process based on

perceptual mapping will be discussed in Section 1.8. Marketing decisions pertaining to branding,

pricing, distribution and promotions or integrated marketing communications will be discussed

respectively in sections 1.9, 1.10, 1.11 and 1.12. The final section of the report, that is, Section

1.13, will identify and briefly discuss the metrics used to determine if the marketing action plans

are being implemented as expected.

1.2 The SWOT Matrix/Model

This section describes the role of SWOT Model in the development of a marketing plan. It also

illustrates the SWOT factors with examples.

• Role of SWOT model in marketing planning

Al Shukairi (2019) states that the SWOT model enables a firm to identify its strengths and

weaknesses; and the opportunities and threats that exist in its external environments. It also allows

the firm to understand the strategic implications of these factors resulting in the development by it

of efficient and effective marketing strategies.

• Examples of the SWOT factors

3 | P a g e

A strong marketing team is an example of a company strength. A weakness, on other hand, may

be that the company lacks marketing expertise. Whereas recession in the economy poses a threat

to a company, an opportunity may exist when there is an increase in demand for its product or that

a productive segment is discounted by its other competitors.

1.3 Setting the strategic goals

The section here offers a definition of strategic, describes the four strategic goals and gives two

examples of strategic goals.

• Definition of the strategic goal

Strategic goals are the top goals and results that a firm seeks to achieve, typically, over three to

five years (Syed 2018).

• Strategic goals: Build, Hold, Harvest and Divest

The four strategic goals that may be considered are ‘Build’, ‘Hold’, ‘Harvest’ and ‘Divest’. A build

is a goal where the company intends to increase its sales/market share. A hold goal focuses on

maintaining the current market share. It is a harvest strategy if a company attempts to maximize

its short-term cash flows and profits. The divest goal is pursued when the company has decided to

discontinue with the product or brand and is planning to withdraw or sell it.

The Boston Consulting Group (BCG) model can be used by the restaurant to see how the four

strategic goals are implemented. Henderson (1970) developed the model on the basis of two

dimensions: relative market share and market growth rate. These dimensions together result in four

combinations:

4 | P a g e

LOW

RELATIVE MARKET SHARE

HIGH

RELATIVE MARKET SHARE

HIGH

MARKET GROWTH RATE

STARS

Build

QUESTION MARKS

Build

LOW

MARKET GROWTH RATE

CASH COWS

Hold

DOGS

Harvest/Divest

Figure 1: BCG or Growth/Share Matrix

Question marks are high growth, low share brands. Stars are high growth, high share brands. The

brands that are in the low growth but high share market, are called the ‘cash cows’. The low growth

and low share brands are known as the ‘dogs’. A company may invest in and build the ‘question

marks’ so that they become ‘stars’. It may invest in and build the ‘stars’ so that they eventually

become ‘cash cows’. The company should try to hold the positions of its ‘cash cows’. With the

‘dogs’, the company may consider harvesting or divesting

• Examples of two strategic goals:

1. To become the market leader in Oman in three years

2. To expand into all other regions in Oman by 2023

1.4 The Growth Strategies

There are strategic actions that this restaurant may pursue to grow with regards to its sales and

market shares. One model that can be used by it to devise growth strategies is known as the

‘Growth Matrix’ or the ‘Ansoff Matrix’ (Ref.).

5 | P a g e

• The ‘Growth Matrix’ or the ‘Ansoff Matrix’

The matrix is based on four product/market combinations (Ref).

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