A/618/5033 - Unit 2: Marketing Processes and Planning Assignment 1 Brief

A/618/5033 - Unit 2: Learning Outcomes

LO1: Explain the role of marketing and how it interrelates with other business units of an organization. 

LO2: Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives.

Vocational scenario

You are a staff analyst of a coffee shop in Vietnam employed in the Marketing department. You must choose any coffee shop you like but as long as it is located in Vietnam.  If you are not sure about your choice, ask the Lecturer.

Assignment activity and guidance

You are asked to write a marketing report for the chosen coffee shop. The report encompasses two sections. You will need to choose one (1) coffee shop for the report, then choose ANOTHER coffee shop in Vietnam to compare as a comparison.

Unit 2: TASK 1: MARKETING CONCEPT

For your report, report you need to discuss and analyze the following areas:

1. The marketing concept and the important roles and responsibilities of the Marketing Department of the coffee shop.
2. Discuss the external environment (at least 2 external factors are required, either macro- or micro-environmental factors) and how that environment will affect the ability of your company to identify future opportunities or challenges (at least 2 external factors are required).
3. Talk about how the marketing department works and interacts with other departments in your company and how it supports the wider organizational context in terms of vision, mission and purpose (at least 2 functional departments are required).

Unit 2: Task 2: COMPARISON ANALYSIS

Your coffee shop is planning to renovate the coffee shop concept (you can select such a new concept). You are required to write a COMPARISON  ANALYSIS (with the other coffee shop of a similar concept to your newly planned one) that will help inform and create a compelling proposition (the USP) for the anticipated market of customers.  In conducting your analysis, the company can identify which changes are to renovate the coffee shop, for example, new activities or services. The coffee shop marketing team has discussed this and decided that there would be value gained by critically evaluating marketing mix strategies to increase the number of visitors. 

For the comparison analysis, you are required to:

1. Identify and compare the STP strategies and marketing mix (4Ps) of your chosen current coffee shop and another coffee shop (either domestic or international) that has a similar concept to your newly planned one in Vietnam. Discuss the rationales behind their similarities and differences.
2. Analyze how the marketing strategies and tactics contribute to the success of the organizations in meeting their overall business objectives;
3. Provide conclusions and a set of justified recommendations on what the company can learn and deploy as it plans out its marketing strategy for the new coffee shop. Are there any strengths or weaknesses your company may have in applying these strategies or approaches?

A/618/5033 - Unit 2: Learning Outcomes and Assessment Criteria