Final Assessment Please ensure all pages have a footer containing your name, College ID & Assignment Title

Course Title EDEXCEL BTEC HND Diploma in Business/Business Management/Business Marketing L4 & L5 5 !" Marketing #rin$iples 4 Bat$% !" & !& & !4 Mr' (lenn Cal)er*oo) Case +tu), - H&M Date .pril &"!/ - .ugust &"!/ !0&0/04 1C &&n) .pril &"!/ Task ! & &: &2/"5/!/ Task /:"3/"2/&"!/ Task 4: "5/"3/&"!/ 4inal +u5mission: &"/"3/&"!/ 'eceived -y Date !tudent "ame 'eg( "o *+mail *de,cel "o !ignature !u$mitted $y

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0( Assignment structure:

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Case !tudy 2 3 & 4

A$stract H&M is a 6er, su$$ess7ul an) e8pansi6e +*e)is% 7as%ion group' H&M9s strateg, %as 5een )e6eloping along: e8pansion0 t%roug% t%e set up o7 a proprietar, )istri5ution net*ork o7 $entrall, $ontrolle) stores pri$e:$ompetiti6eness an) pro7ita5ilit,0 t%roug% 6er, e77i$ient management o7 pro)u$tion an) logisti$s 6er, s%ort lea) times *%i$% ensure ;ui$k response to market tren)s an) re)u$tion o7 sto$ks H&M *as a pioneer in pursuing a strateg, o7 6erti$al integration *it% t%e )istri5ution net*ork' T%is strateg, %as allo*e) t%e $ompan, to )ire$tl, $olle$t an) 7ull, e8ploit in7ormation a5out sales an) $onsumers in or)er to impro6e an) a$$elerate response to t%e market

-ac/ground and o$5ectives

H&M is *ell kno*n 7or 5eing a su$$ess7ul an) e8pansi6e $ompan,0 5ot% in terms o7 market an) o7 7inan$ial per7orman$e' T%e $ompan,9s strateg, is $arrie) out along t%e lines o7 $ontinuous e8pansion an) sear$% 7or most promising markets0 $ost:e77i$ient pro)u$tion o7 goo)s0 an) re)u$tion o7 lea) times' H&M is also an e8ample o7 $ompetiti6e a)6antages 5roug%t 5, integrate) e:5usiness solutions' #ro$urement an) logisti$s $an tra$k sales an) sto$k status as0 o*ning t%e stores0 t%e, s%are a $ommon <T plat7orm' T%is allo*s t%e $ompan, 5ot% to rea$t ;ui$kl, *%ene6er ne* tren)s are i)enti7ie) an) to a6oi) pro$urement o7 goo)s *%i$% are not appre$iate) 5, t%e market' H&M also relies on e77i$ient an) integrate) s,stems 7or in6entor, management *%i$% %a6e 5een a5le to re)u$e lea) times *%ile ensuring a)e;uate sto$k management'

Activities
H&M sells $lot%es an) $osmeti$s in a5out 5" stores in ! $ountries' T%e group %as more t%an 4"0""" emplo,ees an) t%e turno6er *as +E= 5>055" million ?>'! Million Euro@ in &""/' Central 7un$tions are 5ase) in +*e)en0 5ut t%ere is a national o77i$e in most o7 t%e sales $ountries' -uying and production H&M )oes not %a6e an, 7a$tories o7 its o*n0 rel,ing on a net*ork o7 e8ternal suppliers manage) t%roug% t*o )epartments: Bu,ing an) #ro)u$tion' T%e 5u,ing 7un$tion 7o$uses on $ustomers0 7as%ion an) $omposition o7 t%e range' T%e $ompan,9s $lot%ing $olle$tions are $reate) in +*e)en 5, aroun) !"" internal )esigners0 5" pattern )esigners an) aroun) !"" 5u,ers' H&M9s met%o) o7 pro)u$tion is $ustomer:)ri6en' T%e $ompan, puts a lot e77ort into resear$% an) pre)i$tion o7 emerging tren)s0 5ot% t%roug% tra)itional resear$% means an) inno6ati6e ones su$% as street tren)s' T%is a$ti6it, is $arrie) out 5, $entral sta77 an) 5, national o77i$es *%i$% are responsi5le 7or )ete$ting ne* tren)s' T%e pro)u$tion 7un$tion $onsists o7 &! pro)u$tion o77i$es' H&M pur$%ases garments 7rom aroun) 25" suppliers: >"A o7 pro)u$tion takes pla$e in .sia an) t%e remain)er mainl, in Europe' T%e pro)u$tion o77i$es %a6e a me)iating 7un$tion 5et*een t%e internal 5u,ing )epartment an) e8ternal suppliers0 ensuring t%at:

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B B B

5u,ers9 or)ers are pla$e) *it% t%e rig%t supplier0 t%e goo)s are pro)u$e) at t%e rig%t pri$e an) ;ualit, t%e suppliers $on7orm to t%e $ompan,9s $o)e o7 $on)u$t as 7or *orking $on)itions'

#ro)u$tion o77i$es also )eal *it% sample garments an) ot%er $%e$king an) testing0 *%i$% is a maCor 7a$tor in re)u$ing lea) times' T%e )e$ision o7 *%i$% supplier is t%e rig%t one0 is not onl, a matter o7 $ost:e77i$ien$, 5ut also )epen)s on ot%er 7a$tors su$% as transport times0 import ;uotas an) ;ualit, aspe$ts' To minimise risk0 5u,ing is $arrie) out on an ongoing 5asis t%roug%out t%e ,ear' <n re$ent ,ears0 H&M %as re)u$e) t%e a6erage lea) time 5, !5:&"A t%roug% )e6elopments in t%e 5u,ing pro$ess' 4le8i5ilit, an) s%ort lea) times )iminis% t%e risk o7 5u,ing t%e *rong items an) allo* stores to resto$k ;ui$kl, *it% t%e 5est selling pro)u$ts' <n te$%ni$al terms0 H&M operates *it% t*o main $olle$tions per ,ear0 one in spring an) one in autumn' 1it%in ea$% season0 %o*e6er0 t%ere are a num5er o7 su5:$olle$tions so t%at $ustomers $an al*a,s 7in) ne* goo)s in stores' T%e aim o7 t%e $ompan, is to 7in) t%e optimal time ?an) supplier@ to or)er ea$% item' <n t%is $onte8t0 ;ui$k is not al*a,s t%e 5est - *%ile tren)ier garments re;uire 6er, s%ort lea) times0 man, 7as%ion 5asi$s or $%il)ren9s *ear ma, 5e or)ere) *ell in a)6an$e' 4or goo)s *%i$% are selling *ell0 t%e $ompan, is a5le0 on a6erage0 to get supplementar, or)ers in a 7e* *eeks' H&M is a 5ig retailer in t%e Net%erlan)s an) ot%er parts in Europe' T%e, s%o* t%e, are using t%e marketing $on$ept in a goo) *a, 5e$ause t%e, al*a,s tr, to 5e t%e $%eapest 5ut at t%e same time t%e $lot%es are 7as%ion' T%e, also use t%e marketing prin$iples in a rig%t *a, 5e$ause a lot o7 ,oung people ?t%eir target group@ *ear $lot%s 7rom H&M 5e$ause t%e, are $%eap 5ut still look goo)' T%e, also %a6e spe$ial $olle$tions )esigne) 5, 7or e8ample Ma)onna or =arl Lager7iel)0 5, )oing t%is t%e, keep a%ea) o7 $ompetition an) t%at is o7 $ourse goo) 7or 5usiness' %ogistics E6er, stage in t%e logisti$ $%ain is $ontrolle) 5, H&M0 a$ting as importer an) *%olesaler0 as *ell as a retailer' Continuous <T )e6elopment pro6i)es support to H&M logisti$s' 1%ile t%e sto$k management is primaril, %an)le) *it%in t%e H&M organisation0 transport is $ontra$te) to t%ir) parties' . large part o7 t%e 7lo* o7 goo)s is route) 7rom pro)u$tion sites 6ia a transit terminal in (erman,' <n e6er, $ountr, t%ere is a )istri5ution $entre' Dpon arri6al0 goo)s are inspe$te) an) allo$ate) eit%er in a store or in t%e $entralise) sto$k room0 re7erre) to as ECall o77 *are%ouseF T%e role o7 t%e *are%ouse is to replenis% item le6els in stores a$$or)ing to selling tren)s' Distri$ution #roprietar, stores ? 43 in Gune &""4@ are t%e main )istri5ution $%annel' <n Nor)i$ $ountries0 H&M %as 5een selling 5, mail or)er' <n ! 30 H&M 5egan its Es%opping onlineF ser6i$e *%i$% %as sin$e 5een $ontinuousl, impro6e)' +tores $ontinue0 %o*e6er0 to 5e t%e main )istri5ution $%annel' T%e strateg, 5e%in) t%e o*ning o7 a proprietar, net*ork is t%at H&M $an maintain $ontrol o7 t%e e8pansion strateg, an) o7 5usiness lo$ations' IT <T is a $ru$ial tool along t%e entire 6alue $%ain' <n)i6i)ual stores are $onne$te) *it% t%e logisti$s an) pro$urement )epartments an) t%e $entral *are%ouse' 4rom $entral )epartments0 it is possi5le to 7ollo* sales o7 in)i6i)ual items0 t%us 7ee)ing an intelligent pro$uring s,stem' T%e $ompan, relies on <T integration 5et*een t%e $entral o77i$e an) t%e pro)u$tion o77i$es' Communi$ation 5et*een )epartments takes pla$e ele$troni$all,0 in$lu)ing )esign an) pro)u$t )e6elopment'
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!uccess Factors
Heasons 5e%in) t%e su$$ess o7 H&M are: B organisation o7 pro)u$tion an) integration o7 t%e suppl, $%ainI B 6erti$al integration *it% t%e )istri5ution net*ork allo*ing )ire$t $ontrol o7 market an) $ustomersI B $ontinuous an) e77i$ient $olle$tion o7 in7ormation on )eman) *%i$% allo*s $ost:e77i$ien$, an) s%ortening o7 lea) times'

!ources and references

B

.rti$les an) .nnual Heports 7rom H&M Compan,9s *e5site: ***'%m'$om

TA!6 &( !'! E8plain t%e 6arious elements o7 t%e marketing pro$ess' !'& E6aluate t%e 5ene7its an) $osts o7 a marketing orientation 7or H&M' TA!6 0( &'! +%o* ma$ro an) mi$ro en6ironmental 7a$tors *%i$% in7luen$e marketing )e$isions' &'& #ropose segmentation $riteria to 5e use) 7or pro)u$ts in )i77erent markets' &'/ C%oose a targeting strateg, 7or a sele$te) pro)u$t/ser6i$e' &'4 Demonstrate %o* 5u,er 5e%a6iour a77e$ts marketing a$ti6ities in )i77erent 5u,ing situations' &'5 #ropose ne* positioning 7or a sele$te) pro)u$t/ser6i$e' TA!6 1( /'! E8plain %o* pro)u$ts are )e6elope) to sustain $ompetiti6e a)6antage' /'& E8plain %o* )istri5ution is arrange) to pro6i)e $ustomer $on6enien$e' /'/ E8plain %o* pri$es are set to re7le$t an organisation9s o5Ce$ti6es an) market $on)itions' /'4 <llustrate %o* promotional a$ti6it, is integrate) to a$%ie6e marketing o5Ce$ti6es' /'5 .nal,se t%e a))itional elements o7 t%e e8ten)e) marketing mi8' TA!6 7( 4'! #lan marketing mi8es 7or t*o )i77erent segments in $onsumer markets' 4'& <llustrate )i77eren$es in marketing pro)u$ts an) ser6i$es to 5usinesses rat%er t%an $onsumers' 4'/ +%o* %o* an) *%, international marketing )i77ers 7rom )omesti$ marketing' -* A8A'* C.P9I"G 8.'6 .F F*%%.8 !T)D*"T! C."!TIT)T*! P%AGIA'I!4: Guideline: The assignment should $e $et;een 0<== and 1=== ;ords( )se of diagrams and ta$les are recommended( !T)D*"T! "**D T. '*%AT* T3*I' '*!P."!*! T. T3* A!!*!!4*"T C'IT*'IA A"D '*%AT* T. T3* CA!* !T)D9 A%!. T. !3.8 T3* C.""*CTI." -*T8**" T3*4( All assignments must have a front header page ;ith the students name, college ID num$er, 4odule title & assignment tile( Failure to include this information ;ill result on refusal to accept the assignment:

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G'ADI"G C'IT*'IA PA!! C'IT*'IA %*A'"I"G .)TC.4* LJ! Dn)erstan) t%e $on$ept an) pro$ess o7 marketing' A!!*!!4*"T C'IT*'IA !'! E8plain t%e 6arious elements o7 t%e marketing pro$ess' !'& E6aluate t%e 5ene7its an) $osts o7 a marketing orientation 7or H&M' LJ& Be a5le to use t%e $on$epts o7 segmentation0 targeting an) positioning' &'! +%o* ma$ro an) mi$ro en6ironmental 7a$tors *%i$% in7luen$e marketing )e$isions' &'& #ropose segmentation $riteria to 5e use) 7or pro)u$ts in )i77erent markets' &'/ $%oose a targeting strateg, 7or a sele$te) pro)u$t/ser6i$e' &'4 Demonstrate %o* 5u,er 5e%a6iour a77e$ts marketing a$ti6ities in )i77erent 5u,ing situations' Task &'4 &'5 #ropose ne* positioning 7or a sele$te) pro)u$t/ser6i$e' LJ/ Dn)erstan) t%e in)i6i)ual elements o7 t%e e8ten)e) marketing mi8' /'! E8plain %o* pro)u$ts are )e6elope) to sustain $ompetiti6e a)6antage' /'& E8plain %o* )istri5ution is arrange) to pro6i)e $ustomer $on6enien$e' /'/ E8plain %o* pri$es are set to re7le$t an organisation9s o5Ce$ti6es an) market
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TA!6! Task !'! Task !'&

AC3I*>*D 9*!? ".? PA'TIA%

Task &'!

Task &'& Task &'/

Task &'5 Task /'!

Task /'&

$on)itions' /'4 <llustrate %o* promotional a$ti6it, is integrate) to a$%ie6e marketing o5Ce$ti6es' /'5 .nal,se t%e a))itional elements o7 t%e e8ten)e) marketing mi8' LJ4 Be a5le to use t%e marketing mi8 in )i77erent $onte8ts' 4'! #lan marketing mi8es 7or t*o )i77erent segments in $onsumer markets' 4'& <llustrate )i77eren$es in marketing pro)u$ts an) ser6i$es to 5usinesses rat%er t%an $onsumers' 4'/ +%o* %o* an) *%, international marketing )i77ers 7rom )omesti$ marketing'

Task /'/

Task /'4 Task /'5 Task 4'!

Task 4'&

Task 4'/

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4*'IT C'IT*'IA 4*'IT D*!C'IPT.'! 4&( <)enti7, an) appl, t%e most appropriate t%eories an) prin$iples to get t%e ans*ers' 4&(& ". I"DICATI>* C3A'A'I!TIC! .n e77e$ti6e anal,ti$al approa$% to stu), an) resear$%' +%oul) 5e applie) *it% t%e s$enario' T%e ans*ers must pro6i)e a $lear 5asi$ un)erstan)ing o7 t%e t%eories an) prin$iples un)er stu),' Di77erent sour$es o7 in7ormation su$% as magaKines ?Business magaKines@0 5ooks0 perio)i$al re6ie*s an) $urrent ne*s ?a)6an$ements in te$%nolog, on organiKational $ulture@ s%oul) 5e use) *it% appropriate e8amples' T%e sele$tion o7 met%o)s an) te$%ni;ues/sour$es Custi7ie) <n presenting t%e resear$% results a %ierar$%i$al approa$% s%oul) 5e use) ?*riting t%e organiKational stru$ture0 managerial 7un$tions@ an) t%e options must 5e organiKe) in an or)erl, manner' Te$%ni$al language is use) a$$uratel, an) $learl, e8plaine)' A!!*!.' F**D-AC6 AC3I*>*D 9*!? ".? PA'TIA%

4&(0

40( +ele$t/)esign an) appl, .ppropriate met%o)s/te$%ni;ues

40(&

40( 1

41( #resent an) $ommuni$ate appropriate 7in)ings

41( &

41(0

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DI!TI"CTI." C'IT*'IA DI!TI"CTI." D*!C'IPT.'! D&' Dse $riti$al re7le$tion to e6aluate o*n *ork an) Custi7, 6ali) $on$lusions D&(& ". I"DICATI>* C3A'*CT'I!TIC! . 6ali) $on$lusion s%oul) 5e )ra*n t%roug% t%e proper anal,sis0 Custi7i$ation an) appli$ation o7 t%eories re7le$te) in t%e ans*ers' A!!*!.' C.44*"T AC3I*>*D 9*!? ".? PA'TIA%

D0' Take responsi5ilit, 7or managing an) organiKing a$ti6ities

D0(&

<n a$%ie6ing o5Ce$ti6es0 t%e stu)ents must manage t%eir o*n roles0 o*n responsi5ilities an) t%eir o*n time'

D1' Demonstrate $on6ergent/ literal/ $reati6e t%inking

D1(&

<n presenting o7 all elements t%e stu)ents must appl, a range o7 skills to )e6elop a 6ariet, o7 i)eas' Capa$it, 7or inno6ation an) $reati6e t%oug%t %as 5een use)

D1(0

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-* A8A'* C.P9I"G 8.'6 .F F*%%.8 !T)D*"T! C."!TIT)T*! P%AGIA'I!4: !T)D*"T! "**D T. '*%AT* T3*I' '*!P."!*! T. T3* A!!*!!4*"T C'IT*'IA A"D '*%AT* T. T3* CA!* !T)D9 A%!. T. !3.8 T3* C.""*CTI." -*T8**" T3*4( Instructions for students !u$mitting assignments Deli6era5le: Har) $op, o7 *or) pro$esse) Heport' Lou s%oul) in$lu)e t%e Cover page an) t%e pages of the Grading Criteria o7 t%is assignment *%en ,ou su5mit ,our 7inal report

.ll assignments s%oul) $omprise o7 t%e stan)ar) Front Cover gi6en' "o other front page ;ill $e accepted( #lease make sure t%at all assignments are 5oun) se$urel,' #lease su5mit one so7t $op, along *it% ,our %ar) $op,' More *ork is re;uire) to a$%ie6e a pass' Ho*e6er i7 ,ou su5mit ,our assignment a7ter t%e )ea)line set a5o6e0 it *oul) %a6e a serious impa$t on ,our o6erall attainment le6el an) unit gra)e' Learners *%o %a6e regular pra$ti$e o7 %AT* !)-4I!!I." *it%out an, appro6e) or prior permission *oul) %a6e a $umulati6e impa$t on all t%e in)i6i)ual unit gra)es' <7 su5mitte) a7ter t%e e8ten)e) )ea)line, t%e assignment *ill not 5e a$$epte) *%ereas ,ou s%all 5e aske) to go 7or a "*8 assignment(

'eport 8riting Guidelines: !' E6er, .ssignment s%oul) %a6e an Introduction an) Conclusion &' T%e +tan)ar) Ta$le of Contents s%oul) 5e generate)' /' .ll t%e Figures, Ta$les, Diagrams et$' s%oul) 5e num5ere)' 4' 4ain 3eading 4ont : ArialI +iKe !> 5' !u$ heading : 4ont : ArialI +iKe !4 >' -ody te,t :4ont : ArialC +iKe !! 2' Paragraph : +ingle line 3' 4argins: Top:!F -ottom: !F %eft:!F 'ight:!F ' 3eader - in$lu)e t%e Mo)ule name on t%e Hig%t %an) si)e !"' Footer : in$lu)e t%e #age num5er on t%e Hig%t %an) si)e
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!!' .ll se$tions s%oul) %a6e $ontinuit, an) pages s%oul) 5e $learl, la5ele)'

!)-4I!!I." P.%IC9 & P'.C*D)'* *EA4P%*: +u5mission )ea)line &"t% .ugust &"!/' .ssignment su5mitte) on time is a$$epte)' Late su5mission ?up to /r) +eptem5er &"!/@ is a late su5mission' Jnl, a$$epte) on pa,ment o7 M/"'"" an) $ompletion o7 a late su5mission 7orm' +u5missions a7ter /r) +eptem5er &"!/ *ill not 5e a$$epte)' Hesu5mit assignment on t%e 7ollo*ing semester )ea)lines' .ssignments partiall, su$$ess7ul or un$lassi7ie) ?7aile)@' Jne 7urt%er su5mission onl, allo*e) *it% a ne* t*o *eek )ea)line an) a$$epte) on pa,ment o7 M5"'"" resu5mission 7ee' 4ailure to meet t%e ne* resu5mission )ea)line is an automati$ 7ail'

Plagiarism Policy Plagiarism is stri$tl, pro%i5ite) an) *ill $ause 7or an )nclassified 2 ) gra)e' +tu)ents *ill %a6e to attempt a "*8 assignment(

T%e $ollege a)%eres to a stri$t plagiarism poli$,' Any or All o7 t%e 7ollo*ing are $onsi)ere) as plagiarism:

Turning in someone elseNs *ork as ,our o*n Cop,ing *or)s or i)eas 7rom someone else *it%out gi6ing $re)it 4ailing to put a ;uotation in ;uotation marks (i6ing in$orre$t in7ormation a5out t%e sour$e o7 a ;uotation C%anging *or)s 5ut $op,ing t%e senten$e stru$ture o7 a sour$e e'g' internet sites0 *it%out gi6ing $re)it to t%e aut%or Cop,ing so man, *or)s or i)eas 7rom a sour$e e'g' internet sites0 5ooks0 Cournals et$ t%at it makes up t%e maCorit, o7 ,our *ork0 *%et%er ,ou gi6e $re)it or not'

Most $ases o7 plagiarism $an 5e a6oi)e)0 %o*e6er0 5, $iting sour$es' +impl, a$kno*le)ging t%at $ertain material %as 5een 5orro*e)0 an) pro6i)ing *it% t%e in7ormation ne$essar, to 7in) t%at sour$e0 is usuall, enoug% to pre6ent plagiarism'

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8hat is referencingF 1%en ,ou use ot%er people9s *riting0 i)eas & t%eories in ,our assignment *ork0 ,ou nee) to make re7eren$e to it *it%in ,our *ork Making re7eren$e to ot%er people9s *ork is $alle) C<T<N(' .t Cit, o7 Lon)on .$a)em, *e use t%e Har6ar) +,stem' T%is %as t*o parts an) ,ou must use 5ot%' 4or e8ample0 i7 ,ou 7oun) some in7ormation in t%e 5ook E.)6an$e) Business +tu)iesF 5, #aul Ma,es pu5lis%e) in &"!"0 t%en as a 7irst part o7 t%e Har6ar) +,stem ,ou *oul) put ?Ma,es &"!"0 p' !&@ in ,our *ork Cust a7ter ,ou mention t%at ,ou use) t%e Ma,es 5ook' 4or t%e se$on) part o7 t%e Har6ar) +,stem ,ou list re7eren$es to ,ou sour$es ?an) t%eir )etails@ at t%e en) o7 ,our pie$e o7 *ork in *%at is $alle) a HE4EHENCE L<+T' <n t%is en) list t%e )etails o7 t%e 5ook 5, Ma,es *oul) 5e gi6en as Ma,es0 #' ?&"!"@' Advanced Business Studies' Lon)on: Hi$ko8 #u5lis%ing' Hemem5er0 ,ou must use 5ot% parts o7 t%e Har6ar) +,stem in ,our *ork Lou ma, also %ear a5out t%e *or) B<BL<J(H.#HL *%i$% 5asi$all, is Cust a list o7 ,our in7ormation sour$es 5ut not $ite) *it%in ,our *ork' .t Cit, o7 Lon)on .$a)em, *e )o not use 5i5liograp%ies 7or our assignments0 onl, re7eren$e lists' -oo/ Ma,es0 #' an) Bra)s%a*0 .' ?&""4@' .n intro)u$tion to stu), skills' & #ress' Gournal article E8ample o7 $itation *it%in ,our assignment: He$entl, Hamilton ?&"!&@ )es$ri5e) a stu), *%i$% s%o*s some interesting tren)s in Lon)on emplo,ment' He7eren$e in list: /4 ?4@0 p!":&3' 8e$ site Citation in ,our assignment: <n t%e last ,ear t%ere %as 5een a !5A in$rease in renting 7rom pri6ate lan)lor)s ?BBC0 &"!/@' He7eren$e in list: BBC' ?&"!/@' Households renting from private landlords rises to 15%. .6aila5le: %ttp://***'55$'$o'uk/ne*s/uk:&!> 2"44' Last a$$esse) !5t% Mar$% &"!/' If you have any Hueries a$out referencing or possi$le plagiarism, please as/ your lecturer for help( n) e)' Lon)on: #ergamon

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)nit content ! )nderstand the concept and process of mar/eting Definitions: alternati6e )e7initions in$lu)ing t%ose o7 t%e C%artere) <nstitute o7 Marketing an) t%e .meri$an Marketing .sso$iationI satis7,ing $ustomer nee)s an) *antsI 6alue an) satis7a$tionI e8$%ange relations%ipsI t%e $%anging emp%asis o7 marketing Marketing concept: e6olution o7 marketingI marketing orientationsI so$ietal issues an) emergent p%ilosop%iesI $ustomer an) $ompetitor orientationI e77i$ien$, an) e77e$ti6enessI limitations o7 t%e marketing $on$ept Marketing process overview: marketing au)itI integrate) marketingI en6ironmental anal,sisI +1JT anal,sisI marketing o5Ce$ti6esI $onstraintsI optionsI plans to in$lu)e target markets an) marketing mi8I s$ope o7 marketing osts and !enefits: links 5et*een marketing orientation an) 5uil)ing $ompetiti6e a)6antageI 5ene7its o7 5uil)ing $ustomer satis7a$tionI )esire) ;ualit,I ser6i$e an) $ustomer $areI relations%ip marketingI $ustomer retentionI $ustomer pro7ita5ilit,I $osts o7 a too narro* marketing 7o$us & -e a$le to use the concepts of segmentation, targeting and positioning Macro environment: en6ironmental s$anningI politi$al0 legal0 e$onomi$0 so$io:$ultural0 e$ologi$al an) te$%nologi$al 7a$tors Micro environment: stake%ol)ers ?organisation9s o*n emplo,ees0 suppliers0 $ustomers0 interme)iaries0 o*ners0 7inan$iers0 lo$al resi)ents0 pressure groups an) $ompetitors@I )ire$t an) in)ire$t $ompetitorsI #orter9s $ompetiti6e 7or$es Bu"er !ehaviour: )imensions o7 5u,er 5e%a6iourI en6ironmental in7luen$esI personal 6aria5les )emograp%i$0 so$iologi$al0 ps,$%ologi$al - moti6ation0 per$eption an) learningI so$ial 7a$torsI p%,siologi$al stimuliI attitu)esI ot%er li7est,le an) li7e $,$le 6aria5lesI $onsumer an) organisational 5u,ing Segmentation: pro$ess o7 market sele$tionI ma$ro an) mi$ro segmentationI 5ases 7or segmenting markets0 ?geograp%i$0 )emograp%i$0 ps,$%ograp%i$ an) 5e%a6ioural@I multi6aria5le segmentation an) t,pologiesI 5ene7its o7 segmentationI e6aluation o7 segments an) targeting strategiesI positioningI segmenting in)ustrial marketsI siKeI 6alueI stan)ar)sI in)ustrial $lassi7i$ation #ositioning: )e7inition an) meaningI in7luen$e o6er marketing mi8 7a$tors / )nderstand the individual elements of the e,tended mar/eting mi, #roduct: pro)u$ts an) 5ran)s - 7eatures0 a)6antages an) 5ene7itsI t%e total pro)u$t $on$eptI pro)u$t mi8I pro)u$t li7e $,$le an) its e77e$t on ot%er elements o7 t%e marketing mi8I pro)u$t strateg,I ne* pro)u$t )e6elopmentI a)option pro$ess #lace: $ustomer $on6enien$e an) a6aila5ilit,I )e7inition o7 $%annelsI t,pes an) 7un$tions o7 interme)iariesI $%annel sele$tionI integration an) )istri5ution s,stemsI 7ran$%isingI p%,si$al )istri5ution management an) logisti$sI et%i$al issues #rice: per$ei6e) 6alueI pri$ing $onte8t an) pro$essI pri$ing strategiesI )eman) elasti$it,I $ompetitionI $osts0 ps,$%ologi$al0 )is$riminator,I et%i$al issues #romotion: a*areness an) imageI e77e$ti6e $ommuni$ationI integrate) $ommuni$ation pro$ess ?+J+TT O 4Ms@I promotional mi8 elementsI pus% an) pull strategiesI a)6ertising a5o6e an) 5elo* t%e line in$lu)ing pa$kagingI pu5li$ relations an) sponsors%ipI sales promotionI )ire$t marketing an) personal sellingI 5ran)ing0 internet an) online marketing

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$he shift from the %#s to the &#s: pro)u$t:ser6i$e $ontinuumI $on$ept o7 t%e e8ten)e) marketing mi8I t%e signi7i$an$e o7 t%e so7t elements o7 marketing ?people0 p%,si$al e6i)en$e an) pro$ess management@

4 -e a$le to use the mar/eting mi, in different conte,ts onsumer markets: 7ast mo6ing $onsumer goo)sI $onsumer )ura5lesI $oor)inate) marketing mi8 to a$%ie6e o5Ce$ti6es 'rganisational markets: )i77eren$es 7rom $onsumer marketsI a))ing 6alue t%roug% ser6i$eI in)ustrialI non:pro7it makingI go6ernmentI re:seller Services: nature an) $%ara$teristi$s o7 ser6i$e pro)u$ts ?intangi5ilit,0 o*ners%ip0 insepara5ilit,0 peris%a5ilit,0 6aria5ilit,0 %eterogeneit, - t%e 2#s@I strategiesI ser6i$e ;ualit,I elements o7 p%,si$al pro)u$t marketingI tangi5le an) intangi5le 5ene7its (nternational markets: glo5alisationI $ultural )i77eren$esI stan)ar)isation 6ersus a)aptationI t%e EDI 5ene7its an) risksI market attra$ti6enessI international marketing mi8 strategies Guidance %in/s T%is unit links *it% all t%e la* units in t%e BTEC Hig%er Nationals in Business' *ssential reHuirements Learners *ill re;uire a$$ess to la* reports an) $ontra$tual )o$uments0 su$% as e8isting 5usiness stan)ar) 7orm $ontra$ts' *mployer engagement and vocational conte,ts Centres s%oul) )e6elop links *it% lo$al 5usinesses' Man, 5usinesses an) $%am5ers o7 $ommer$e *ant to promote lo$al 5usiness an) are o7ten *illing to pro6i)e 6isit opportunities0 guest speakers or in7ormation a5out t%eir 5usiness an) t%e lo$al 5usiness $onte8t'

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