Your role:
You are a marketing consultant for coca cola
Task:
1.1
Using the 4Ps of marketing and how this relates to the company
1.2
Explain the general costs of marketing for this company IE, what do they spend on marketing? What types of marketing activities are they using? List the possible benefits they may expect in return.
2.1
Produce a PEST analysis which shows the macro and micro environmental factors which can influence the company’s marketing choices and decisions.
2.2 and 2.3 and 2.5
Comment upon the segmentation methods and targeting strategies used by the company. What new segment can you think of and propose to the company?
2.4
How does buyer behaviour affect how the company sells its products to the above mentioned segments?
2.5
What are the differences between marketing products and services to customers (B2C) and businesses (B2B)?
Assessment Criteria
Referral
Students failing to meet the requirements of a PASS grade will automatically be referred.
To gain a PASS Grade students should:
Show a basic understanding of all the tasks set and show that they have a basic grasp of the concepts of the marketing mix. Pass criteria must be met at the first attempt which means students must be present in the allocated slot and must keep to time in terms of session duration. There may be little evidence of background research having been done but there should be evidence of basic knowledge and understanding. The standard of presentation may leave something to be desired and the overall approach may be a little naive in context. All elements should be addressed. The document produced should be essentially useable within the context of the task set, i.e. a discussion paper.
To gain a MERIT grade students should:
Merit grades are only awarded after students have met all the merit criteria described in both assignments. The pass grade criteria must be met at the first attempt which means you must be present in your allocated slot and you must keep to time in order to achieve additional MERIT criteria. [Merit criteria 1.3].
To gain a DISTINCTION grade
Distinction grades are only awarded after students have met all the merit and distinction criteria described in both assignments. Failure to meet any merit or distinction criteria will mean that an overall distinction grade cannot be awarded.
Conclusions / recommendations have been justified and based upon a sound analysis of the company, its products and market [Distinction criteria 1.1]