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MM - The Group Marketing Consulting Simulation

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MM - The Group Marketing Consulting Simulation

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Sabeeh -ul -Hassan
64 views2 pages

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64 views2 pages

MM - The Group Marketing Consulting Simulation

Uploaded by

Sabeeh -ul -Hassan

Copyright:

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Download as DOCX, PDF, TXT or read online from Scribd
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Marketing Management

Group Activity

Your role
In teams of 4 or 5 you are to assume the role of a Marketing Consultancy. A prospective client has come to
you for your ideas on how to improve his business.

The Client
The client is Acme Ice Cream a go-ahead manufacturer in Staffordshire, UK. They make a small range of
ice cream products from a compact factory unit using batch making machinery. The business currently
employs 12 people, mainly in the roles of production, sales and distribution. The turnover last year was
£595K and the profit was £35K.
The owner has funds from his other business ventures to invest in the ice cream company and wishes to
expand operations on a bold scale. He has come to your marketing consultancy to seek new ideas on a
range of issues: production methods, new product ideas, marketing concepts and so on. He is an ambitious
entrepreneur who admits to being good at selling but ‘doesn’t really do marketing’.

Your Brief
Compile a short report (maximum 2500 words) to include an executive summary - that will act as sales
vehicle for your proposition. The Client also wants your company to prepare a 15 minute presentation.
The presentation is another ‘shop window’ to sell your consultancy and its ideas for his business. If the
presentation is sufficiently exciting the Client will be more inclined to read the ‘small print’ of your report.
You will face stiff competition from other consultants for this commission. Therefore, you need to be
dynamic and creative as well as demonstrate a keen and in-depth knowledge of all aspects of marketing
management.

Report Contents
As a guide the report should cover the following areas:

1. Analysis of Internal Environment


Description of Vision & Mission Statements
Internal Strengths & Weaknesses audit

2. PESTEL Analysis
Political factors that may affect the company
Economic factors that may affect the company
Social factors that may affect the company
Technological factors that may affect the company
Environmental factors that may affect the company
Legal factors that may affect the company

3. Competitive Analysis
Competitive Analysis
Marketing Strategies of Competitors
Strengths and Weaknesses of Competitors

4. New Product Development


New product ideas
Justification for proposed product lines

5. Branding Issues
Corporate identity
Company Personality & Image

6. Market Potential Analysis


Market Potential Estimates
7. Segmentation & Positioning
Target Markets for All Product Lines
Consumer Demographics

8. Marketing and Sales Objectives - Organisation


Marketing Objectives
Sales Objectives for All Product Lines

9. Marketing Strategies – Products


Product Line Marketing Strategies

10. Pricing
Product Line Pricing Objectives and Strategies
Prices for various Product Lines

11. Channels of Distribution


Distribution Objectives and Strategies
Description of Channels of Distribution Needed

12. Marketing Personnel


Marketing Personnel Numbers and Expenditures
Sales Force Needed

13. Human Resource Development


Human Resource Development Objectives and Strategies
Human Resource Development Budget

14. Marketing Research Programme


Marketing Research Objectives and Strategies
Marketing Research Budget

15. Promotion & Communications Programme


Advertising Objectives and Strategies
Advertising Media Programme and Budget
Sales Promotion Objectives and Strategies
Sales Promotion Expenditures Information

16. Marketing Budget


Marketing Budget by Quarters

Group Deadlines
1. By end of session Tuesday 26th October:
- Group names and designated roles
- Preliminary report on brainstorm session re. Branding, product concepts,
environment issues etc
- Initial thoughts on segmentation and positioning
2. By end of session Tuesday 30th November
- Draft report to include market research findings: PESTEL factors,
competition data etc
3. By end of session Thursday 9th December
- Final report
- 15 minute Powerpoint presentation.

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