- Scenario:
Alpha trading ltd is a known company in the auto sales and imports. It has numerous products from sports bikes to cars. Over the last few months company’s revenue is decreasing day by day due to product quality issues. Alpha X300 has been a super hit sports bike of the company since many years and was a major revenue source. Interestingly majority of the customer complaints were for the same product. Alpha trading cannot stop the sale of X300 and it has updated the bike with new amazing features like switch start and Gps navigation system. In the last month it was observed that even after the great updates the sale of the bike is not that satisfactory. Company has identified the need of a strong and impressive marketing plan, you are required to make a marketing plan for the Alpha trading which would help in improvement of sales of X300.
Lo1: Explain the role of marketing and how it interrelates with other functional units of an organization.
1.1 Define marketing? Explain the nature of marketing and how an external environment influences the marketing activity of the company.
1.2 What role marketing plays in the success of an organization? Explain different roles of marketing in both B2B and B2C context.
1.3 Explain marketing as a business function in an organization and why the relationship of marketing department in the organization is necessary.
LO2: Compare ways in which organizations use elements of the marketing mix (7Ps)toachieveoverall businessobjectives.
2.1 Explain marketing mix and 7Ps of marketing mix which are as follows: Product, price, place, promotion, people, physical evidence and process.
2.2 Explain why these 7ps are important for achieving the overall business objectives. 2.3 Explain and evaluate the importance of marketing mix elements price, product and
promotion. Also explain their value for a perfect marketing plan.
2.4 Explain marketing planning process and stages involved (Analysis, Planning, Implementation and Control).
2.5 Demonstrate your understanding about marketing strategy and why it is important for Alpha trading ltd.
LO3: Develop and evaluate a basic marketing plan
3.1 What is marketing plan? Explain the importance and value of marketing plan for the success of any organization.
3.2 Explain the relation between marketing plan, marketing planning and marketing objectives. 3.3 Describe and evaluate following market evaluation techniques:
Sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis.
3.4 Design a detailed marketing plan for Alpha trading Ltd to overcome the issue the company is facing.
