MPP Assignment 2 of 3.

Student Name/ID Number
Unit Number and Title Unit 2: Marketing Processes and Planning
Academic Year Semester 2, academic year 2022 - 2023
Unit Tutor Dr Roberto Ercole, Ms Sharon Chee and Ms. Nguyen Thao Duyen
Assignment Number and Title MPP2: Process Benchmarking (2 of 3)

20th February 2023
Issue Date
Submission Date To be announced by office
IV Name Msc. Sharon Chee (IV), Mr Pham Duc Hai (Asst. Lead IV), Dr. Doti Chee
(Lead IV)
IV Date 31st January 2023
Submission Format
The assignment is to be submitted as a briefing paper that can be presented in a format of your choice.
The briefing paper must be clear and concise, stating what the problem/issue is, and include a
summary of analysis and recommendations.
All your work must be supported with research and referenced correctly using the Harvard referencing
system (or an alternative referencing system). You also need to provide a bibliography using the
Harvard referencing system (or an alternative referencing system). Inaccurate use of referencing may
lead to issues of plagiarism if not applied correctly.
The recommended word limit for the briefing paper is 1,000–1,500 words, although you will not be
penalised for going under or exceeding the total word limit
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
Organisation:
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.
Big C (www.bigc.vn) 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’.
Assignment activity and guidance

You have been asked to carry out a benchmarking analysis that will help inform and create a
compelling proposition for the new food line in the minds of customers. You and your manager have
been discussing this and have decided that there would be value gained by critically evaluating
marketing mix strategies across different non-food businesses that offer branded ‘luxury’ products and
product lines. This will provide creative insight into how you develop and launch your product. Your
manager has referred to this as ‘process benchmarking’.
On completion of the benchmarking analysis, you are required to prepare your findings as a briefing
paper for the senior management team. The briefing paper:
 identifies and compares the extended marketing mix for two selected ‘luxury’ non-food
products/product lines
 evaluates the marketing strategies and tactical approaches adopted by each business (or
business unit) and how they contribute to the success of the organisations in meeting their
overall business objectives
 provides conclusions and a set of justified recommendations on what the company can learn
and deploy as it plans out its marketing strategy for the new ‘Luxurious’ product line.
Recommended Resources
Please note that the resources listed are examples for you to use as a starting point in your research
– the list is not definitive.
Weblinks:
The balance small business. The elements of a marketing mix and how to use them effectively.
Available at: https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520
HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates]. Available at:
https://blog.hubspot.com/marketing/marketing-mix
HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital Presence.
Available at: https://blog.hubspot.com/marketing/digital-strategy-guide
MindTools. Understanding How to Position Your Market Offering. Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm
Smart Insights. Marketing strategy vs tactics – why the difference matters. Available at:
https://www.smartinsights.com/marketing-planning/marketing-strategy/marketing- strategy-
vs-tactics-difference/
YourDictionary. Tips for Writing a Briefing Document. Available at:
https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-briefing-
document.html
HN Global
HN Global (2022) Reading Lists. Available at: https://hnglobal.highernationals.com/learning-
zone/reading-lists
HN Global (2022) Student Resource Library. Available at: https://hnglobal.highernationals.
com/subjects/resource-libraries
HN Global (2022) Textbooks. Available at: https://hnglobal.highernationals.com/textbooks
Textbooks:
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.
Kotler, P. and Armstrong, G. (2016) Principles of Marketing. 7th Ed London: Pearson.
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO2 Compare ways in which organisations use elements of the marketing mix to
achieve overall business objectives
M3 Review strategies and tactical D2 Evaluate

P3 Compare the ways in which
approaches applied by organisations to strategies and
different organisations apply the
demonstrate how business objectives can tactical approaches
marketing mix to the marketing
be achieved successfully. to the marketing mix
planning process to achieve
in achieving overall

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Student Name/ID Number

Unit Number and Title Unit 2: Marketing Processes and Planning

Academic Year Semester 2, academic year 2022 - 2023

Assignment Number and Title MPP2: Process Benchmarking (2 of 3)

Submission Date To be announced by office

Unit Learning Outcomes

Transferable skills and competencies developed

Assignment activity and guidance

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

M3 Review strategies and tactical D2 Evaluate

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