Marketing Intelligence Sept 2014

London School of Science & Technology
BTEC Level 5 HND Diploma in Business Specialist Unit17/September 2014 1

Assignment front sheet

Qualification Unit number and title
BTEC Level 5 HND Diploma in Business
Unit 17 Marketing Intelligence - Level 4
Marketing Intelligence Market Research

Student name Assessor name

Gidraph Michuki
Date issued Completion date Submitted on
22
nd
September 2014 12
th
December 2014 before 12.00 midday
Assignment title

Learning
Outcome

Learning
outcome
AC
In this assessment you will have the
opportunity to present evidence that
shows you are able to:
Task
no.

Evidence
(Page no)
LO1

Understand
buyer behaviour
and the
purchase
decision making
process
1.1
Describe the main stages of the
purchase decision-making process
1
1.2
Explain theories of buyer behaviour in
terms of individuals and markets.
1
1.3
Explain the factors that affect buyer
behaviour
1
1.4
Evaluate the relationship between
brand loyalty, corporate image and
repeat purchase
1
LO2

Be able to use
marketing
research
techniques
2.1
Evaluate different types of market
research techniques
2
2.2
Use sources of secondary data to
achieve marketing research objectives
2
2.3
Assess the validity and reliability of
market research findings
2

2.4
Prepare a marketing research plan to
obtain information in a given situation
2



LO3

Be able to
assess market
size and future
demand
3.1 Assess market size trends within a given
market
3

3.2 Plan and carry out a competitor analysis
for a given organisation
3

3.3 Evaluate an organisations
opportunities and threats for a given
product or service
3
LO4

Be able to
measure
customer
satisfaction
4.1
Evaluate techniques of assessing
customer response
4
4.2 Design and complete a customer
satisfaction survey
4
4.3 Review the success of a completed
survey
4


In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT
and DISTINCTION grades

Grade descriptor

Indicative characteristic/s

Contextualisation
M1 Identify and apply strategies to find
appropriate solutions
Effective judgements have been made.

An effective approach to study and
research has been applied.
M1: Identify and apply strategies to find appropriate
solutions. If you have designed and administered your
customer satisfaction survey, you will have attempted this
merit. (Task 4)

M2 Select / design and apply
appropriate methods / techniques
Appropriate learning
methods/techniques have been applied.
M2: In order for you to achieve M2, you will need to design
and write a professional marketing research plan. Your plan
should include details of how the research is proposed to be
undertaken following these headings:- background, rationale,
objective of research, methodology section covering among
others, qualitative and quantitative techniques, data analysis
section, timeframe. (Task2)

M3 Present and communicate
appropriate findings
Coherent, logical development of
principles/concepts for the intended
audience.

Communication is appropriate for
familiar and unfamiliar audiences and
appropriate media have been used.

M3: In order for you to achieve M3, You will need to present
the above answers in the form of a professional report. The
report should be coherent and logical in the development of
principles and concepts for the intended audience. Make sure
your language is appropriate for familiar and unfamiliar
audiences. (Task 1)



D1 Use critical reflection to evaluate own
work and justify valid conclusions
Conclusions have been arrived through
synthesis of ideas and have been
justified.

Realistic improvements have been
proposed against defined characteristics
for success.
D1: In order for you to achieve D1, carry out a reflection of the
proposed research methodologies used in your research
plan. (Task 2)
D2 Take responsibility for managing and
organising activities
Activities have been managed. D2: Take responsibility for managing and organising
activities. This distinction criterion will be met if you have
appropriately planned and executed your customer
satisfaction survey, evaluated the technique you used to
collect feedback (i.e. advantages and limitations) and
reviewed the findings of your completed survey. (Task 4)

D3 Demonstrate convergent /lateral /
creative thinking
Convergent and lateral thinking have
been applied.

Problems have been solved.
D3 In order for you to achieve, your report should
demonstrate a logical and coherent argument for and
against branding in the context of the organisation used.
(Task1)



Assessment Requirements
An electronic copy of your assessment must be fully uploaded by the deadline date and time.
You must submit one single PDF or MS Office Word document. Any relevant images or
screenshots must be included within the same MS Office Word or PDF document.
The last version you upload will be the one that is marked. Your paper will be marked if you have
indicated this as your final submission.
Review the mitigating circumstances policy for information relating to extensions.
The file size must not exceed 20MB.
Answer the criteria in order, clearly indicating the pass criteria number.
Ensure that all work has been proof-read and checked prior to submission.
Ensure that the layout of your documents are in a professional format with font style Arial, font
size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and
justified.
Use the Harvard referencing system, otherwise it will be considered as plagiarised work.
Ensure that you back-up your work regularly and apply version control to your documents.
Ensure that any file you upload is virus-free, not corrupted and not protected by a password
otherwise they will be treated as a non-submission.
You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.
Your work must be original with the appropriate referencing

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.

Student signature: Date:



Assignment brief
Unit number and title
Unit 17 Marketing Intelligence - Level 4

Qualification BTEC Level 5 HND Diploma in Business
Start date 22
nd
September 2014
Deadline/hand-in 12
th
December 2014 before 12.00 midday
Assessor

Gidraph Michuki

Assignment title

Purpose of this assignment
The aim of this unit is to enable learners to understand the purchase decision-making process and
how marketing research techniques are used to contribute to the development of marketing plans.
CASE STUDY
In this assignment, you are provided with two options. You are required to select and use ONLY
ONE of the options in your assignment.

Option 1: Select an organisation of your choice which you will use throughout this assignment.
Your choice of organisation MUST be agreed with your tutor before you start your assignment.

OR

Option 2: Use the hypothetical organisation whose brief background is provided below.

THE COMPANY

Source: http://www.onedesk.com/2013/05/product-management-events-2013/

Carlton Limited started its operations in West London 5 years ago. Its founder and current
Managing Director, Ms. Wein, founded the company to fulfil her personal ambition of providing
high quality event management services, with long term plans to become a leading event


management company within London.

Ms Wein is aware of the recent research which estimates the London economy to be $730 billion
per annum (ONS, 2014).

Her initial investment of 15,000 that she had used to start Carlton Company has already been
recovered. Carlton Limited has grown tremendously over the last three years and now provides
event services to local and international businesses. Indeed, the company has an estimated value
of 700,000, with last years pre-tax profit turnover of 150,000.

She is very passionate about providing exceptionally high quality customer services to her wide
range of clients, (private individuals, charitable organisations, foreign governments and corporate
clients) but lacks practical knowledge.

Carltons expansion has been hampered by its limited knowledge of consumer behaviour and
marketing research. This, compounded by the increased competition from other event companies,
has led Ms Wein to set aside 60,000 for research to help understand the current and potential
customers buying process, buying behaviour and the competitive environment. The seasonal
fluctuations associated with the events industry have also affected Carltons cash flow.

Ms. Wein also hopes to expand the companys product portfolio but is not sure what other
products or services she can develop. Her brand is not well recognised and she is wondering
whether it is worth building and promoting her brand. Recently, she attended a seminar on social
media marketing and is now keen to try it.

Sources:
City of London (2012), Financial services in the U.K; The U.K World class in Financial Services, pp.6-
16. Available at https://www.cityoflondon.gov.uk/about-the-city/what-we-do/Documents/the-uk-
world-class.pdf [accessed on 13th/08/2014]

Office of National Statistics, (March, 2013), London Economy has outperformed other regions since
2007, pp.1-3: Available at http://www.ons.gov.uk/ons/dcp171780_302543.pdf [accessed on
14th/08/2014]

Scenario
You have recently been appointed by Carlton as its Marketing Manager. Among other roles, you
are responsible for steering the company forward. You are required to;
1. Gain a clear understanding of how the decision-making- process (DMP) and the decision-
making-unit (DMU) of Carltons customers impacts on their purchase decision.
2. Build the Carlton brand.
3. Conduct marketing research which includes the determination of market size, competitor
analysis and general marketing intelligence.



Task 1 : REPORT
This task offers you an opportunity to achieve LO.1: 1.1, 1.2, 1.3 , 1.4, M3 and D3
Write a report to the CEO of Carlton (or another company of your choice) that:
Addresses the decision making processes of their customers (1.1).
Explains what is buyer behaviour including at least ONE theory of buyer behaviour (1.2)
Explores THREE factors that influence consumer behaviour (1.3).
In addition, your report should explain the meaning of a brand and whether a relationship exists
between branding and brand loyalty, corporate image and repeat purchase in the context of your
chosen company (1.4).
Guidelines:
1.1 Describe the main stages of the purchase decision-making process. In explaining these
stages, you should include need recognition or perception, information search, evaluation of
alternatives, purchase decision, post purchase evaluation stages for the individual consumer.
1.2 Explain theories of buyer behaviour in terms of individuals and markets. You should :
Use a reputable source of information about buyer behaviour*, identify at least one theory of
buyer behaviour, explain this theory of buyer behaviour, include citations, these should be
referenced using made using Harvard referencing style.
1.3 Explain the factors that affect buyer behaviour. Your answer should identify and explain
at least three factors which could influence buyer behaviour. Examples should be used in
your explanations.
1.4 Evaluate the relationship between brand loyalty, corporate image and repeat purchase. A
definition of a brand and brand loyalty from a reputable source should be provided*. Give a
description of corporate image and repeat purchase with reference to a branded company
and/or product. Evaluate of how brand loyalty, corporate image and repeat purchase relates
with each other. Examples may be used to strengthen your answer.
*Your lecturer will explain what is reputable and what may not be reputable source
Completion Date: 6
th
October 2014

M3: Present and communicate appropriate findings
In order for you to achieve Merit 3, you will need to present the above answers in the form of a
professional report. The report should be coherent and logical in the development of principles and
concepts for the intended audience. Make sure your language is appropriate for familiar and
unfamiliar audiences.

D3: Demonstrate convergent/lateral/creative thinking
In order for you to achieve, your report should demonstrate a logical and coherent argument for
and against branding in the context of the organisation used.


Task 2 : Marketing Research
This task offers you an opportunity to achieve LO.2: 2.1, 2.2, 2.3 ,2.4, D1 and M2
Carlton Limited (or the company of your choice) wants to understand its customers, business and
the competitive environment it operates in. Therefore, as the Marketing Manager, you are asked to
carry out the following tasks:
Evaluate different types of market research techniques. (2.1)

Use sources of secondary data to achieve marketing research objectives (2.2)

Assess the validity and reliability of market research findings.(2.3)

Prepare a marketing research plan to obtain information in a given situation. (2.4)
Guidelines:
2.1 Include a description or a definition of market research from a reputable source*, identify
the role and importance of market research, evaluate quantitative research techniques and
evaluate qualitative research techniques.

2.2 Define or describe secondary data, describe two marketing contexts, identify sources of
secondary data for these two marketing contexts, use sources of secondary data in these
two marketing contexts. (

2.3 Your answer should, amongst other things, include an assessment of the limitations of
market research findings, an assessment of what could make market research findings valid
and an assessment of what could make market research findings reliable.

2.4 Your answer should include the following sections: background, rationale, objective of
research, a methodology section covering the following qualitative and quantitative
techniques, data analysis, timeframe within which you want the research conducted and a
budget section for this research.

Completion Date: 8
th
November 2014

M2: Select / design and apply appropriate methods / techniques
In order for you to achieve M2, you will need to design and write a professional marketing research
plan for 2.4. Your plan should include details of how the research is proposed to be undertaken
following these headings:- background, rationale, objective of research, methodology section
covering among others, qualitative and quantitative techniques, data analysis section, timeframe.

D1: Use critical reflection to evaluate own work and justify valid conclusions
In order for you to achieve D1, carry out a reflection of the proposed research methodologies used in
your research plan.


Task 3 : SECONDARY RESEARCH REPORT
This task offers you an opportunity to achieve LO.3: 3.1, 3.2, and 3.3
Conduct research for the events sector (or the sector of your choice) within London and prepare a
summary of your findings in the form of slides; these slides should include speaker notes. These
slides and speaker notes will cover the following:
Assess market size trends within a given market (3.1)
Plan and carry out a competitor analysis for a given organisation in a sector of your choice
(3.2)
Evaluate an organisations opportunities and threats for a given product or service. You can
use Carlton company or another organisation of your choice (3.3)

Guidelines:
3.1 Include a description of what a market consists of and an identification and description
of the market you will use for this question. You can discuss your chosen market with your
lecturer however, due to time constraints; you are advised to select a market you can access
information about. Include an estimation of this markets size, volume and /or value, a
description of a market trend, and an assessment of this markets trends.

3.2 Your answer should include the following; a description of competitor analysis, a
description of strategic group, an identification of the strategic group your chosen
organisation belongs to, identification of your chosen organisations likely competitors. In
addition, plan and carry out analysis of your chosen organisations competitors.

3.3 Your answer should include the following: A description of the UK events market, an
evaluation of the opportunities and threats in the UK events market for your chosen
company.

Completion Date: 22
nd
November 2014



Task 4 : PRIMARY RESEARCH DATA COLLECTION
This task offers you an opportunity to achieve LO.4: 4.1,4.2, 4.3 D1 and M2

Design a customer satisfaction survey questionnaire that an organisation of your choice can
use to help them assess levels of satisfaction. Get at least ten of these questionnaires
completed. Survey monkey can be used to assist in the design and administration of the
questionnaire. In addition, you could be creative and use other media to assist you with
completing the questionnaire, for example ask your friends on social media to assume the
questionnaire is from their favourite organisation.(4.1)

Evaluate customers response to your completed questionnaires. (4.2)

In addition to 4.2 review the success of the completed customer satisfaction survey.
(4.3)

Guidelines:
4.1 Design and complete a customer satisfaction survey. Your survey should include the
following, questions that can generate both quantitative and qualitative data, different
response formats (for example yes/no, open ended, multiple choice, scales, etc).
Survey monkey can be used to help design customer satisfaction survey

4.2 Your answer should include the following: a description of at least one technique, an
evaluation of this technique in assessing customer response, a description of the
advantages, disadvantages and constraints of the technique(s).

4.3 Your answer should include the following: a review of how the completed customer
satisfaction survey could be assessed. For example, success can be measured in terms of the
number of respondents, if the questionnaire achieved its objectives etc.

Completion Date: 12
th
December 2014

M1: Identify and apply strategies to find appropriate solutions. If you have designed and
administered your customer satisfaction survey, you will have attempted this merit.

D2: Take responsibility for managing and organising activities. This distinction criterion will be met
if you have appropriately planned and executed your customer satisfaction survey, evaluated the
technique you used to collect feedback (i.e. advantages and limitations) and reviewed the findings
of your completed survey.



Answer Sheet
Task 1 (LO.1: 1.1, 1.2, 1.3, 1.4, D3 and M3)
Please type your answer here

Task 2 (LO.2: 2.1, 2.2, 2.3 ,2.4, D1 and M2)

Task 3 (LO.3: 3.1, 3.2, and 3.3)

Task 4 (LO.4: 4.1,4.2, 4.3 D2 and M1)

IMPORTANT
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG

DO NOT LEAVE THINGS TO THE LAST MINUTE

Marketing Intelligence Sept 2014

Transféré par

Informations du document

Description originale:

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Marketing Intelligence Sept 2014

Transféré par

Droits d'auteur :

Formats disponibles

London School of Science & Technology

BTEC Level 5 HND Diploma in Business Specialist Unit17/September 2014 1

Vous aimerez peut-être aussi