...Unit number and title | BTEC LEVEL 5 EDSML | MARKETING PLANNING | | | Assignment title | | In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where the evidence can be found. | Criteria reference | To achieve the criteria the evidence must show that the student is able to: | | Task no. | | Evidence | 1 | review the changing perspectives in marketing planning. | | 1.1 | | | 1 | Evaluate an organizations Capability for Planning its Future Marketing Activity: | | 1.2 | | | 1 | Examine technique for Organizational Auditing & For Analyzing External Factors That Affect Marketing Planning | | 1.3 | | | 1 | carry out Organizational Audit & External Factors Analysis of external factors that affect marketing planning in a given situation | | 1.4 | | | 2 | Assess the main barriers to market planning. | | 2.1 | | | 2 | Examine how organizations may overcome barriers to marketing plan. | | 2.2 | | | 3 | Write a marketing plan for a product or service | | 3.1 | | | 3 | Explain why marketing plan is essential in the strategic planning process for an organisation | | 3.2 | | | 3 | examine techniques for new product development | | 3.3 | | | 3 | Justify recommendation for pricing policy, distribution and communication mix | | 3.4 | | | 3 | Explain how factors affecting the effective implementation of the marketing plan have been taken into account...
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...* Factor of success in BMW Group BMW “The ultimatedriving machine” DESISLAVA DIMITROVA STOYAN STOYANOV VICTOR CHIKUNOV * •http://www.youtube.com/watc h?v=-QCD1ybgWPU * 5 continents100,306 3 1 associates automobile brands 2 motorcycle brands BMW GROUP * 1. Brief History 1916 1923 1981BMW (Rapp Modern the fist BMW motorcycle BMW becomes the firstWerke) is founded as an leaves the Munich European carmaker toaircraft-engine factory in production line. establish a subsidiary inMunich. In 1917, changed Japan.to BMW. * 1. Brief History• In 1970 BMW moved its headquarter to Munich. The building looks like the four cylinder of cars. * 1. Brief History Introduction• BMW (Bayerische Motoren Werke AG) became an automobile manufacturer in 1929 founded by Franz Josef Popp. * 1. Brief History * Product Diversification 1. Brief History Motocycles Cars * 1. Brief History• The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. As a result of its efforts, the BMW Group has been ranked industry leader in the Dow Jones Sustainability Indexes for the last seven years. * 2. Corporate culture Growth Access to technology Strategy №1 Shaping the and customers future Profitability * 2. Corporate culture Board of Management BMW AG Annual• BMW Compliance Committee ReportingGroup Investigation...
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...teams working collaboratively together among the different facets of the organization. BMW’s core values and vision to produce a premium brand automobile was a factor in this auto’s industry model. They faced competitive conditions in the auto industry such as over capacity, economic and market downturns, increasing competition from other makers such as Ford, Daimler-Chrysler and other major auto manufactures. Although BMW performed well during this period of competitive conditions, with production steadily increasing and commanding a premium price for their product, BMW reported a net loss in 1999. However, it was back making a profit in 2000. In 2001, BMW was able to increase retail sales by 10% in a stagnating world market. I believe, their customer service, environmental concerns; made to order, as well as their brand was and is a contributing factor to their success. Maintaining the brand at a premium level in every market sector from the mini to the Rolls-Royce makes them very consistent in the auto making industry and this is what consumers want to purchase. Due to the market downturn, consumers were purchasing less expensive automobiles such as cheaper brand names like Ford, Chevrolet, or overseas made auto’s such as Honda, Toyota or used verses new. For BMW to survive this economic downturn they needed to rely on their brand and produce a quality product for people to purchase. Helmut Panke the current CEO was trained as a physicist, worked as a nuclear researcher...
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...a (mostly young and typically from real estate, finance and mining and export businesses) Chinese’s life and uplifts his social standing. The market is expected to further grow disproportionately with the rise of Chinese elite. For reference, it is expected that 3.5 million people in China will have the financial means to buy a premium car by 2015 up from 1.8 million today. Furthermore, the global exposure and education has also contributed to a greater awareness of premium cars and differentiation from mass segment. There is thus a tremendous scope for Jaguar Land Rover to further exploit this opportunity. Not unexpectedly, the segment is dominated by global brands. Brand value, technical competence and price insensitivity of buyer seem to be the major reasons for absence of any home-grown competitors. Audi, BMW and Mercedes-Benz accounted for roughly 76 per cent[3] of premium car sales in...
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...BMW Company study Abstract: BMW is one of the leading luxury car makers in the market today. This study provides an insight into the company’s history and background. Also it contains an examination of BMW’s quality system, six sigma’s application and an observation of the quality control process throughout the different stages of the production phase. In addition, detailed information is presented on the number of employees and the training they receive before and during their work time in BMW. This project also reveals BMW’s customers relation policy: sharing customer’s feedback, meetings with customers and the adopted strategies in order to assure customers retention. It reveals the company’s place in the automobile market and its position among its competitors. Finally, at the end of the paper, a brief summary is found. It discusses the company’s strengths and weaknesses along with some proposals on how to deal with them. Purpose: The purpose of this thesis is to analyze BMW’s quality systems and quality control procedures. Also it aims at identifying BMW’s place in the market today and its relationship with its customers, employees and suppliers. Methodology: Primary and secondary Data used in this study had been collected from different sources: essays, books, articles and BMW’s annual reports. Results and conclusion: BMW is a well known and highly valued brand and has a high diversity in the products portfolio. It possesses high internal competence and a...
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...SUSTAINABLE LEADERSHIP: AN ANALYSIS ON BMW Akhil Menon Srikumar # 3936612 Submitted to Dr.Valerie Lindsay TBS 923 University Of Wollongong in Dubai TABLE OF CONTENTS EXECUTIVE SUMMARY 03 INTRODUCTION 04 COMPANY PROFILE- BMW 05 TECHNIQUES FOR SURVIVAL 05 BUSINESS MODEL 06 CREATIVE INITIATIVENESS 06 SUSTAINABLE LEADERSHIP 07 THINGS TO LEARN 09 CONCLUSION 10 REFERENCE 11 EXECUTIVE SUMMARY This report is basically a case analysis on the sustainable leadership excellence showcased by BMW. It describes their booming stages in their ventures through sustainable leadership. The report contains many concepts of locust form of enterprises as well as honeybee form of enterprises discussed and comparing in between which one is more preferred for better working of the enterprise. It mainly discuss on how the company works during the global financial crisis of 2008-09 and how they stood apart in front of its competitors when General Motors and Chrysler were in the stage of bankruptcy and the US government had to bail them out and Fiat bought Chrysler. INTRODUCTION The global financial crisis of 2008-09 has been a key thing for testing the efficiency and sustainability of many organizations around the globe. Most of the organizations could not survive GFC and the government had to come for the rescue of these companies. The report explains about how these...
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...Anette Revsgaard Sejbjerg. A7 When and where will the next Annual General Meeting take place? 21.09.2012 – Struer Statsgymasium A8 A9 Review the Presentation of the Group and Its Business in the Annual Report. What does it say about: A9.1 At the end of the financial year, Bang & Olufsen employed 2,106 people (Note 3 states: 1393 Denmark and 639 abroad, equals 2032???). A9.2 Company’s products are currently sold in more than 70 countries across the world. A9.3 Business-to-consumer (B2C) business and Business-to-business (B2B) business. A9.5 The B2C consists of the AV and the B&O PLAY segments. The AV business comprises audio and video products sold under the Bang & Olufsen brand in more than 900 dedicated stores. B&O PLAY is the new brand in the Bang & Olufsen family offering premium audio and visual equipment for the digital generation A9.4 Major business segments....
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...Product and Brand Management (MGMT-MKTG-638) - Revision Exercises - 1. “Customer analysis & competitor analysis are necessary for developing product strategy”. Comment. 2. Explain the steps involved in developing a new product with suitable examples. . Idea Generation The development of a product will start with the concept. The rest of the process will ensure that ideas are tested for their viability, so in the beginning all ideas are good ideas (To a certain extent!) Ideas can, and will come, from many different directions. The best place to start is with a SWOT analysis, (Strengths, Weaknesses, Opportunities and Threats), which incorporates current market trends. This can be used to analyse your company’s position and find a direction that is in line with your business strategy. In addition to this business-centred activity, are methods that focus on the customer’s needs and wants. This could be: •Under-taking market research •Listening to suggestions from your target audience – including feedback on your current products’ strengths and weaknesses. •Encouraging suggestions from employees and partners •Looking at your competitor’s successes and failures #2. Idea Screening This step is crucial to ensure that unsuitable ideas, for whatever reason, are rejected as soon as possible. Ideas need to be considered objectively, ideally by a group or committee. Specific screening criteria need to be set for this stage, looking at ROI, affordability...
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...initially produced rubber textiles, tubes and belts for machinery. Then it expanded its business with producing undersea cables. In 1922 the company was added to the Italian Stock Exchange. The head office is located in Milan, Italy. Company`s profile Pirelli & C. S.p.A specialized in producing Consumer (for cars and motorbikes) and Industrial (for trucks, buses and farming vehicles) tyres. According to the ‘2014 Annual Report’ company`s productive capital shows following data: * 19 tyre factories in four continents * 72 million Consumer units * 6.3 million Industrial units * 37,561 employees in 160 countries (31 December 2014) It has partnership relations with world’s brand carmakers such as Ferrari, Maserati, Lamborghini, Porsche, Bentley, Aston Martin, McLaren Audi, Mercedes, BMW,...
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...The role of marketing Philosophy behind the marketing efforts of modern businesses is that the company should satisfy the needs of their customers and produce products and services to satisfy those needs. This way, the customers is at the centre of the business. Production concept – The production concept is where a business focuses on creating economies of scale in production and distribution of a product or service. This assumes that customers will purchase lower-priced items, so demand is driven by availability. Examples of this practice can be found in construction suppliers, where construction firms will purchase cheaper building materials to increase their profit margins. Sales concept – this is commonly known as ‘the hard sell’, where a product or service is produced and personal selling and other high-pressure selling techniques are used to convince customers to part with their money. Marketing concept - unlike the alternatives above, the customer at the centre of all decisions before the product or service is developed. This can make business more efficient, by focusing investment on products that customers will need and use rather than investing in products that customers may not buy. SMART objectives * Specific – the objective must be clearly stated and focused * Measureable – in order for the business to see how it is performing against its objectives, it needs to be able to quantify its performance * Achievable – for an objective to be useful...
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...and developing department. Finally, the company achieves goals through customer satisfaction. However, there are has the limitation of marketing concept. Four issue, the marketing concept as an ideology, marketing and society, marketing as a constraint on innovation, and marketing as a source of dullness. Marketing orientation: Marketing orientation focus on customer needs. Company need to change present potential market opportunities to drive the company. Marketing orientation companies seek to demand of current marketing and latent marketing to adapt their product and service. And company gets closed to customers that understand their need and problems. For example, BMW corporate according to customer different needs. Company assigning different car brand, such as BMW, Mini, Rolls-Royce. Companies understand customer’s motivation and behavior. However, there is not all company used a marketing orientation....
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...the world’s second largest, manufacturer followed by BMW in terms of the luxury cars (The NewYork Times, 2010). This industry has about 256000 employees with the production plant distributed in almost five different continents. It is also the largest manufacturer of commercial vehicles that includes Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, and Daimler Bus. (Benz Insider, 2010).In 2007 private firm namely Cerberus Capital management, the specialist in restructuring troubled companies brought Daimlers former subsidiary Chrysler which was later titled Daimler AG on October 4, 2007. Key Business Activities The Automotive service and Financial service together forms the two key business activities of organisation. Mercedes-Benz Charter Way is the international commercial vehicle financial arm of DaimlerChrysler established nearly fifteen years ago that offers financial services, fleet management, insurance services, banking and credit/debit card services in more than 40 countries. Reports have shown that Mercedes-Benz Charter Way tenancies and funds nearly one third of all the vehicles produced worldwide by Daimler. Mercedes-Benz Charter Way functions through the widespread Mercedes-Benz dealer network that provides HGV and LCV operators in any sector financial and operational expertise.( www2.mercedes-benz.co.uk/.../Mercedes.../CWay_FOG_02-06_web.pdf) The Automotive segment sells its vehicles under the brand name...
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...Strategic marketing of Mahindra Reva 1. Introduction After the phase out of G-Wiz from the UK market in 2011, no Reva versions have been launched in this market for four years. During this period, the sales of electric cars market in the Britain have surged, especially in the past two years. Now, Mahindra Reva decides to launch its new product Reva e20, the successor of G-Wiz in the UK, and plans to export another new version halo to the country. The problem is whether the company can re-occupy the market just as it had done 10 years ago. This report aims to provide some recommendations on its strategic marketing objectives in the UK market on the basis of market analysis, its competitiveness, competitor analysis and customer analysis. 2. Market analysis 2.1 Political factors The British government holds considerable support of the electric and hybrid vehicles. Plans for Britain to become the pioneer of a green car revolution were proposed in 2008 by the current prime minister Gordon Brown who advised that electric or hybrid cars would dominate the car industry and produce no more than 100 grams of CO2 per kilo (Environmental Transport Association, 2009). Thereafter, British cities had bidden to become the green cities. For instance, for London to be the "electric car capital of Europe", the local authority had issued the plans to build 25,000 electric car-charging places around the city. The support also had come from fiscal arrangement for the purpose of deploying plug-in...
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...2006 The National Audit Office scrutinises public spending on behalf of Parliament. The Comptroller and Auditor General, Sir John Bourn, is an Officer of the House of Commons. He is the head of the National Audit Office, which employs some 800 staff. He, and the National Audit Office, are totally independent of Government. He certifies the accounts of all Government departments and a wide range of other public sector bodies; and he has statutory authority to report to Parliament on the economy, efficiency and effectiveness with which departments and other bodies have used their resources. Our work saves the taxpayer millions of pounds every year. At least £8 for every £1 spent running the Office. The closure of MG Rover LONDON: The Stationery Office £12.25 Ordered by the House of Commons to be printed on 7 March 2006 REPORT BY THE COMPTROLLER AND AUDITOR GENERAL | HC 961 Session 2005-2006 | 10 March 2006 contents ExEcuTivE SuMMAry PArT 1 This report has been prepared under Section 6 of the National Audit Act 1983 for presentation to the House of Commons in accordance with Section 9 of the Act. John Bourn Comptroller and Auditor General National Audit Office 7 March 2006 The National Audit Office study team consisted of: Craig Adams, Tim Bryant, Alan Hartnell and Si Mathavan assisted by Santosh Gora, Daisy Hodgson, Laura Hughes, Kevin Manic and Robert Pogose under the direction of Peter Gray This report can be found on the National Audit Office web site at www...
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...Brand Audit of TESLA Motor’s Owner The owner and director of Tesla Motor’s is Elon Musk, a South African born Canadian American, Inventor, Business magnate and global investor. (Johnston, 2014) His initial rise to Global success was due to his company PayPal which generated huge revenue providing secure monetary transactions online. PayPal was sold to eBay for 1.5 billion dollars in the year 2000. (Bellis, 2014) History Tesla Motor’s was started in 2003 by American entrepreneurs Martin Eberhard and Marc Tarpenning, The name Tesla giving reference to the great electronic Inventor Nikola Tesla. The company was founded in the Silicon Valley, California. In 2004 Elon musk became the chief financial officer after contributing more than 30 million to the new Project aiming to develop the first electric sports car. (Schreiber, 2014) By 2007 Eberhard moved to join the advisory board of Tesla and Elon Musk took over as the CEO. It was not until 2008 until Tesla released its first car called the “Roadster” the first completely electric car. This car was able to achieve up to 245 miles (394 km) on a single battery charge. This was a huge land mark for the electric car’s feasibility in such a competitive and stagnant Automotive Market. With an acceleration of 0-60 miles (94km) in less than 4 seconds and a top speed of 125 miles (200km) this car proved to be competitive in the sports car category. (Schreiber, 2014) Products and Service Currently in 2014 the only tesla car for...
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