MPP - Assignment Brief 2 2024

Higher Nationals
Assignment Brief – BTEC (RQF)

Higher National Diploma in Business (Business Management)
Student Name/ID
Number
Unit Number and Title Unit 2: Marketing Processes and Planning
Academic Year 2023-2024
Unit Tutor Dr. Truong Tran Tram Anh
Assignment Title Process Benchmarking
Issue Date 10 June 2024
Submission Date 10 July 2024
IV Name
Date
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 – 3,000 words, although you
will not be penalized 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 resources to support
marketing activities.
 Ability to analyse and evaluate a range of business data.
 Commercial acumen based on awareness of the key drivers for business success.
Vocational scenario
In your role as Junior Marketing Analyst of the company chosen in Assignment 1, one of
your key roles is to gather information on competitors to analyse 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.
Your 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”.
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 product/product 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 businesses that offer branded “luxury” products and product lines in your
industry. This will provide creative insight into how you develop and launch your product.
Your manager 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 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-
briefingdocument.html
MarketingWeek Report (2021). Available at: https://www.marketingweek.com
WordStream. How to Do a Webinar Your Audience Will Love. Available at:
https://www.wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar
HN Global
HN Global (2021) Reading Lists. Available at:
https://hnglobal.highernationals.com/learningzone/reading-lists
HN Global (2021) Student Resource Library.
Available at: https://hnglobal.highernationals.com/subjects/resource-libraries
HN Global (2021) Textbooks. Available at:
https://hnglobal.highernationals.com/textbooks
Textbooks
Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing).
London: Palgrave Macmillan
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
P3 Compare the ways in M3 Review strategies and D2 Evaluate strategies and
which different tactical approaches applied tactical approaches to the
organisations apply the by organisations to marketing mix in achieving
marketing mix to the demonstrate how business overall business objectives
marketing planning objectives can be achieved

process to achieve successfully
business objectives

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Higher Nationals

Assignment Brief – BTEC (RQF)

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO2 Compare ways in which organisations use

P3 Compare the ways in M3 Review strategies and D2 Evaluate strategies and

which different tactical approaches applied tactical approaches to the

organisations apply the by organisations to marketing mix in achieving

marketing mix to the demonstrate how business overall business objectives

marketing planning objectives can be achieved

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