Unit 5.6 Marketing Principles and Practice
Level 5 15 Credits
You are employed as a marketing consultant by a supermarket chain that wishes to expand operations from mainland Europe into the UK market.
Their business model and image is similar to the UK supermarket chain, Morrison’s. Before they acquire sites in the UK, they want you to carry out an in depth study into marketing at Morrison’s. This will help them with their future business plans.
Most of the information you require will be available through the Morrison’s website. You should do additional research into news and financial reports about the chain, for example, there are several articles in the publication ‘Marketing Week’. It would be useful to visit a Morrison’s store to help with your research.
Your research has been divided into different sections (tasks) to help you structure your work. The findings from tasks 1 and 2 can be presented in one report. Task 3 should be presented separately as a marketing plan with appropriate headings.
Carry our appropriate research and produce the first section of your report explaining the role of marketing in Morrison’s and how it helps contribute to business objectives.
Before you commence the specific work on Morrison’s please begin the report with an explanation of how marketing can be defined.
You must then ensure that this section includes:
• Morrison’s vision and business objectives
• an analysis of the external factors influencing marketing in Morrison’s • an explanation of how marketing is used to achieve business objectives • an explanation of the elements of the marketing process in Morrison’s
Finally you must finish this section of the report with an explanation of the role of marketing in a not for profit business
This task covers assessment criteria 1.1, 1.2, 1.3, 1.4 and 1.5. Refer to appropriate marketing theory throughout your report. A bibliography must be...
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