Authorised Assignment Brief 2

Unit Learning Outcomes

LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives.

transferable skills and competencies developed

• Use appropriate business systems and software effectively to deliver marketing outcomes efficiently, for example to analyse data, produce reports, deliver copy.
• Produce a wide range of creative and effective communications, showing ability to write and proofread clear and innovative copy and project briefs, and give confident presentations.
• Assimilate and analyse data and information from a range of sources to support marketing activities.
• Ability to analyse and evaluate a range of business data.
• Commercial acumen based on an awareness of the key drivers for business success.

Vocational scenario

In your role as Junior Marketing Analyst one of your key roles is to gather information on competitors in order to conduct analysis on their sales, prices and methods of distribution and marketing to thoroughly learn about the competition. In conducting benchmarking analysis, the organisation can identify where changes are to be made to improve performance.

The supermarket company is keen to explore new and distinctive market segments, where there is potential for rapid growth, and as part of this you are planning the launch of a new ‘luxurious’ line of food products. The marketing challenge is to reach out to existing and new customer segments, avoid product cannibalisation and ensure that existing and similar product lines are not consequentially perceived as of lesser ‘quality’.