Unit 4 – Marketing Principles

Unit 4 – Marketing Principles
August 8, 2015 Uncategorized

Division of Business
Course:
BTEC Higher National Diploma in Business (Management)
Year:
2014/2015
Student
Name:
Unit 4 – Marketing Principles
Lecturer’s
Name: Patrick Justus
Date
Issued: 09 February 2015
Completion
Date: 12 June 2015
Fail
Pass
Merit
Distinction
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
P11
P12
P13
P14
P15
P16
M1
M2
M3
D1
D2
D3
Learning
Outcomes:LO1 Understand the concept and process of
marketing. LO2 Be able to use the concepts of segmentation, targeting and
positioning. LO3 Understand the individual elements of the extended marketing
mix. LO4 Be able to use the marketing mix in different contexts
Comments:

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The
Marketing Mix for H&M

H&M’s Brand
Identity
H&M is the largest
fashion retailer in Europe at the present. Like ZARA, fashionable
designs, high quality, affordable prices and
its distribution system are keys to its success and rapid
expansion worldwide. However, fast fashions, the most important factor of
ZARA’s success, is not the one to make H&M more thriving in the market.
H&M’
physical stores are also located in the largest cities around the world. Its
strategy is quite similar to ZARA’s; that is, H&M tries to let its
customers have an image that it is a brand focusing on stylish designs with
good quality at the affordable prices. In fact, H&M’s prices are
lower than ZARA’s because it provides its products to all people who
want to be fashionable without any scruple about the prices. H&M has a
mission that it is possible for everyone to find his or her own dressing style
in its collection.
Product – wide range of cloths and accessories with
lower price and reasonable quality, inspired by the latest catwalk
trends. Its product concept is ‘EDLP’ (every day low price
product). H&M also offers sportswear, lingerie, cosmetics and home
department.
http://4.bp.blogspot.com/-BDYZop9g8bc/UokZ0dUsD7I/AAAAAAAAAE8/lZBB_Se_0Go/s320/2095351441_01-fachada-528x390.jpg
http://3.bp.blogspot.com/-T5POy2ztRFo/UpduDNuMIDI/AAAAAAAAACg/FGKnxckb7WU/s1600/HM-560x404.jpghttp://3.bp.blogspot.com/-dqiY3kNVKSs/UpdfTIPE-4I/AAAAAAAAABg/VHvyc8IvulM/s1600/cosmetic+HM.png
Price – cost-based. Cheap and affordable.
Place – H&M stores are
always located in well-known department store or famous shopping street.
H&M also has an online shopping website to service its customers to be more
convenient. They can browse, interact and order the product everywhere and at
any time directly from their home, the brand also provides shipping all over
the world.
Promotion – H&M spend many effort on promotion, no
matter the outdoor advertising, direct market – H&M magazine, and also the
press even the famous blogger and world celebrities; word of mouth is a
powerful tool. The company uses video advertisements, print advertisements and the
concept of e-marketing to meet the consumers from everywhere. H&M invest a
lot in advertising and marketing campaign

Marketing essentials

Understanding specific need in health and social care
http://4.bp.blogspot.com/-csKCsrQjNpg/Updvi4MnSYI/AAAAAAAAAEI/7SzkzY4_eFE/s1600/lana+del+rey.jpg
Source:http://brandaditofexchanges.blogspot.co.uk/2013/11/h-brand-identity.html
Task 1: Understand
the concept and process of marketing
(This tasks offers you an opportunity to
achieveL.O.1: 1.1, 1.2 and
M1, M2 & D1)
The marketing process consists of
various elements. Explain the marketing process.(1.1)
Businesses can develop new products based on a marketing orientated approach. What
benefits and costs are associated with this approach forH&M? (1.2)
To achieve M1: You need
to identify and apply strategies that have been explored in 1.1 and explain the
various elements of the marketing mix.
Include a demonstration that critical judgement and an effective
approach to the case study and research has been applied.
To achieve M2: You need to select
and apply one of the elements within
the marketing process to H&M
To achieve D1: Critically
evaluate the benefits and costs of market orientation forH&M. Form a conclusion
and justify your position.
Task 2
Be able to use the concepts of segmentation, targeting and positioning
(This tasks offers you an opportunity to
achieveL.O.2: 2.1, 2.2,
2.3, 2.4, 2.5 and M1 & D1)
Contemporary changes that occur within the macro and micro environment
heavily influence marketing decisions. Using the case study provided,
illustrate how the micro and macro environment has influenced marketing
decisions within H&M. (2.1)
Looking at market segmentation principles, propose segmentation criteria
to be used by H&M for its products in different markets.(2.2)
You have been recruited as a marketing manager forH&M. Select a product/service
from H&M’s range and propose an appropriate targeting strategy to help boost
sales forH&M. You need
to answer this question in a Business report format (2.3)
Undifferentiated (mass)
marketing, differentiated (segmented marketing), concentrated (niche)
marketing and Micro marketing-(local or individual marketing). You should use
an appropriate business report format.
Buyer behaviour affects
an organisation’s marketing activities. Provide two examples of different buying situations within H&M.
(2.4)
Propose new positioning
for one product/service within H&M. (2.5)
Task 3 Understand the
individual elements of the extended marketing mix
(This tasks offers you an opportunity to
achieveL.O.3: 3.1, 3.2,

Marketing essentials

Understanding specific need in health and social care
3.3, 3.4, 3.5 and M2, M3, D2 & D3)
Certain products develop and sustain a competitive advantage over a long
period of time. Explain how one ofH&M’s products has achieved competitive advantage. (3.1)
Customer convenience is a very important concept in marketing. Using the
case study, explain how H&Mdistribution is arranged in a particular way to facilitate this. (3.2)
An organisation’s
objectives dictate how prices are set to balance and match with market
conditions. UsingH&M’s case study illustrate how this works.(3.3)
Promotional activity is essential to achieve an organisation’s marketing
objectives. For this task you have been appointed as a marketing and communication
manager for H&M, prepare a power point presentation to the executive t to show how
promotional activity is integrated into marketing objectives. (3.4)
The marketing mix is an important concept. As a senior marketer write a
report analysing the additional elements of the extended marketing mix impact
on H&M. (3.5)
To achieve M2: You need to
discuss how you would select and apply appropriate methods within H&M in order to
sustain a competitive advantage. Use a range of sources such as textbooks,
academic articles, case studies and reliable internet sources, apply Harvard Referencing throughout.
To
achieve M3: You will need todemonstrate
howH&M
uses prices to reflect its organisational objectives. Present these finding in a structured and professional
report.
To achieve D2: You
work as a marketing director for H&Mand have been asked to investigate how you can best organize the
promotional activities of:
Your own
stores
Independent
fashions stores
Department
stores
To achieve D3: You
will need to demonstrate creative thinking in your power point presentation by
illustrating how promotional activity is aligned to achieve marketing
objectives. Please support your answer
usingH&Mcase
study.
Task 4 (This
tasks offers you an opportunity to achieveL.O.4:
4.1, 4.2, 4.3 and M3, D3) Be able to use marketing mix in different contexts.
Propose two separate
marketing mixes for two different
segments in consumer markets, using products/services fromH&M(4.1)
Marketing tactics used on a consumer is different to the marking
tactics used for a business. Using H&M., illustrate the
differences in marketing products and services to businesses rather than
consumers. (4.2)
Marketing a product/service domestically would employ slightly different
methods than those used for international marketing. Explain this usingH&Mas an example. (4.3)

Submission Guideline
·
Work
should be referenced in accordance with Harvard referencing Style
·
Sources
should be acknowledged fully by referenced books, journals used and URL visited
·
All
work should be word processed, font size of 12 and font style of Times New
Roman/Arial
·
Subtitles
of the assignment should be in the font size of 14
·
Pages
should be numbered in the bottom right hand corner
·
Spell
check the document and read thoroughly for grammatical errors
·
1.5
Line spacing
·
Reference
list should be at the end of the assignment
·
All
paragraphs should be aligned in justified mode
·
The
guided word limit is between 2500-4000 words

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