Principles of marketing
LO1 Describe key marketing principles and apply to a given organisatio
LO2 Appraise the rationale of marketing decisions taken by a given organisation.
LO3 Assess the concepts of segmentation, targeting and positioning specific to a product or service.
TASK: Report
You have been asked to produce a formal report on an organisation of your choice looking at how marketing information is used to strategically plan and make business decisions. You will be required to choose a business to inform the basis of your research; this could be a case study, your own business or place of employment. The company that I have chosen is Amazon.
This report must include a description of key marketing principles and how these apply to your chosen organisation. LO1
You are required to appraise the rationale of marketing decisions taken by your chosen organisation. LO2
You will also need to assess the concepts of segmentation, targeting and positioning specific to a product or service offered by your chosen organisation. LO3
Other relevant assessment information:
Describe the key principles of marketing adopted by the chosen organisation. You will demonstrate knowledge of the
Marketing Mix and the application within an organisation whilst demonstrate the key links to the overall and marketing objectives.
Demonstrate an understanding of the extended Marketing Mix and how this relates to the service industry.
The importance that marketing plays in the strategic planning for organisations creating an appraisal of the rationale of the current marketing decisions for the chosen organisation. This will be clearly linked to the wider organisation strategy and links with other functional areas.
Assessment of the concepts of segmentation, targeting and positioning specific to a product or service. Consider innovation in product and service design in meeting the needs of customers in line with your chosen organisation’s strategy.
Explore service excellence and assess how organisations use a number of techniques to enhance their relationship and communication process to generate repeat customer purchases to enhance sales.
• You will need to include and reference at least 10 different sources (Harvard referencing format),
including 3 academic text books, 1 academic journal to help provide supporting evidence for any assertions that you make within your presentation.
• Your report should be presented in a business professional format using the guidance on report writing within the course handbook. Your report should be no more than 3,000 words +or- 10%.
