Business BTEC - Unit 3 Assignment 1

Scenario

You are working as an assistant at your local business link and for one of your tasks you have been asked to help prepared training materials to be aimed at local catering businesses.

The feedback from local caterers in from all sectors (private, public and voluntary) of the economy is that they are keen to develop their marketing skills to further promote their business and gain feedback from customers and suppliers.

For this assignment you have been asked to prepare an article for the business link magazine. This will include an explanation of marketing concepts and practices using examples from the fast food industry. Your manager has asked you to conduct research into the application of marketing principles by both Subway and another small or independent catering retailer of your choice. Examples being small sandwich shops, cafe's, fish and chips shops or themed takeaways.

Assessed Criteria

P1 - Describe how marketing techniques are used to market products in two organisations.

P2 - Describe the limitations and constraints of Marketing.

P3 - Describe how a selected organisation uses Marketing Research to contribute to the development of its marketing plans.

P5 - Explain how and why groups of customers are targeted for selected products

M1 - Compare marketing techniques used in marketing products in two organisations.

D1 - Evaluate the effectiveness of the use of techniques in marketing products in one organisation.

Task 1

Introduction - Marketing definitions and its role

• Provide two definitions of marketing (sourced).
• Identify the broad aims of organisations of the private, public and voluntary sectors.
• Describe with an example how marketing supports these aims.

Task 2

Marketing mix and Constraints

• Describe how the Marketing Mix is applied to a product or service by both of your businesses researched.
• Describe how marketing practices in both organisations are constrained by legal and ethical issues.

P1 + P2

Task 3

Marketing Techniques

Compare the effectiveness of the use of the marketing mix by both businesses by;

• Explaining with examples how marketing techniques have been used successfully.
• Analyse why these techniques might have been chosen and why alternatives might not have been as successful.
• Recommend how particular techniques used could be developed to greater effect or recommend alternatives that, if introduced you feel would greatly benefit the business.

M1 + D1

Task 4

Using marketing research to help target the customer

Catering organisations often use information gathered from research to help in the decision making process, in particular strategic planning of future developments to help achieve aims. Focusing on just one of your businesses and using the examples of;

• The business investigating the potential of an opening a new location
• The business investigating introducing a new product/service;

Investigate the marketing research methods that would be used to research their

• Customers or Target Market
• Customers' Views
• Competitors
• Marketing Environment

P3

Task 5

Segmenting and targeting specific customer groups

Describe how Subway will often target specific customer groups to increase demand for a selected product or service.

P5