Assignment Task: You work in the "Marketing Department" of an international organisation based in the United Kingdom. You have been transferred to the organisation's office based in another country on a three-year contract. Your first task job in the new office is to carry out an internal audit on the marketing mix of the organisation and write report to the management. Your report must cover the following topics:
- Introduce the background of your chosen organisation.
- Explore and analyse the 7P's for your chosen organisation. Explain how the organisation has implemented the 7P's.
- How successfully has your organisation applied the key principles of marketing in an international context.
- Provide recommendations for making marketing decisions in an international context.
- A conclusion and references.
Product and Brand in Marketing:
a) Using Kotler's (1967) Product Levels Model, describe the core, generic, expected, augmented and potential product of the chosen organisation.
b) Using Gronroos' (1987) Services Model, describe the core, facilitating and supporting product, and the physical environment, customer co-production, and customer interaction aspects of your chosen organisation.
c) Using concepts, such as brand equity, explain how the organisation has developed their brand.
'Place' in the marketing:
a) What are the key elements of 'place' in the marketing of your chosen organisation?
b) What issues of availability and accessibility are there?
c) How do place elements contribute to the overall marketing of the chosen case study organisation?
d) In what ways might the case study organisation impact on the local, national and/or international area?
e) What supply chain factors does your chosen organisation have to consider?
Price Element of Marketing:
a) Identify the prices used by your chosen organisation, and how these compare with key competition organizations.
b) What pricing strategies does your chosen organisation use to set prices?
c) How does your chosen organisation create 'value'?
d) How does the brand impact the value of your chosen organisation?
Promotional Element of Marketing:
a) What promotional activities does your chosen organisation engage in? What promotional tools do they use?
b) How is the use of these tools related to the product, market segmentation and/or place of your chosen organisation?
c) How is the image and status of the case study created and managed?
Three Extra "P's" in Services Marketing:
a) What (and who) are the 'people' elements in the marketing of your chosen organisation?
b) What are the 'processes' potential customers/visitors might be exposed to?
c) What 'physical evidence' is important in marketing service products of your chosen organisation?
d) How do of these extra factors combine to make your chosen organisation special and successful on a local and national level?
Provide a conclusion and a reference list.