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QCF LEVEL 5: BTEC HIGHER NATIONAL
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Please answer each Task within 1000-2000 words
Task One – The concept and process of marketing
As a newly appointed Marketing Manager, you are required to
carry out a detailed industry analysis for your chosen organisation. The
purpose of this is to formulate a suitable marketing campaign for your chosen
As part of the introduction to your industry analysis give a
- Explanation of the
various elements of the marketing process.
- Evaluate the
benefits and costs of marketing orientation for the selected
(This provides evidence for outcome 1 – assessment criteria 1.1 &
Task Two –
Targeting and Positioning
Access video at http://www.youtube.com/watch?feature=player_detailpage&v=RcRFBVIvJHw
type the following into Youtube : ‘Segmentation, Targeting, and
Positioning - McDonald`s’
Task : After
watching the video above, produce a written discussion and:
- Show macro and micro environmental factors which influence
McDonald’s marketing decisions.
- Propose segmentation criteria to be used for products
indifferent markets for McDonald.
- Choose a targeting strategy for a selected product/service
- Demonstrate how buyer behaviour affects marketing activities
in different buying situations at McDonald.
- Propose new positioning for a selected product/service
(This provides evidence for outcome 2 – assessment criteria 2.1, 2.2,
2.3, 2.4 & 2.5)
Task Three –
individual elements of the extended marketing mix
( Individual Power
- Explain how products are developed to sustain
- Explain how distribution is arranged to provide
- Explain how prices are set to reflect an organisation’s
objectives and market conditions
- Illustrate how promotional activity is integrated to achieve
- Analyse the
additional elements of the extended marketing mix
(This provides evidence for outcome 3 – assessment criteria 3.1, 3.2,
3.3, 3.4 & 3.5)
Task Four –
Using the marketing mix in different contexts
Store was establised in 1929, located in Petaling Jaya, Selangor. P.Lal
Store, is a third generation family-owned busines, tends to be run
informally, the way one might run the family. Together with its growth, the
family has been advised to introduce a Marketing department. However, the
owners seem reluctant and unconvinced about the benefits of such a function
in the organisation. As a Marketing Consultant, write a report to convince
the owners of the importance of including this function in their
organisation. Your report must include the following:
- Plan marketing mixes for two different segments in consumer
- Illustrate differences in marketing products and
services to businesses rather than consumers
- Show how and why international marketing differs from domestic
(This provides evidence for outcome 4 – assessment criteria 4.1, 4.2
Assessment Criteria & Grade Descriptors