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Unit 27 OCR Nationals – LEVEL 3

Unit 27 OCR Nationals – LEVEL 3. Kick Start. Well you asked. There are no Model Assignments for any of the Units beyond the compulsories, so this is me looking at the content and trying to make something fit. If you can think of something better, do let me know! In the meantime. Scenario.

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Unit 27 OCR Nationals – LEVEL 3

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  1. Unit 27OCR Nationals – LEVEL 3 Kick Start

  2. Well you asked... • There are no Model Assignments for any of the Units beyond the compulsories, so this is me looking at the content and trying to make something fit. • If you can think of something better, do let me know! • In the meantime...

  3. Scenario • WHSmith Ltd has been historically a very successful high-street trader in the UK. More recently the business has struggled, and they have hired a research team to investigate how their competitors have gained so much market share.

  4. AO1Recognise how eMarketing can benefit businesses & marketing • Identify ONE of the companys competitors, examples listed below, and investigate how eMarketing has helped that organisation gain market share over the past 5 years. • Competitors: • Amazon.co.uk; booksonline.co.uk, tesco.com • Focus on the 7Ps in your response • HINTS TO HELP FOLLOW...

  5. AO1Recognise how eMarketing can benefit businesses & marketing • The 7 Ps are: • PRODUCT • Function; quality; appearance; packaging; brand; service; support; warranty • PRICE • List price; allowances; discounts; financing; leasing options; allowances • PLACE • Locations; logistics; channel members; channel motivation; market coverage; service levels; Internet and cellular phone

  6. AO2 Present clearly to an audience (ME) the advantages & disadvantages of specific tactical e-tools • Design a presentation to be given in class identifying the benefits and drawbacks of the use of tactical e-tools, ideally using your chosen company for examples. • WHAT? • Website use • Opt-in email lists • Banner ads • Virtual exhibitions • WHERE • Cellular phones/services (WAP) • Interactive TV • Digital radio • Kiosks (internet/email/phone/ATM) Oh yeah – you actually have to present this one – I’ll record it!

  7. Now the rest of the Unit focuses on WHSmithLIMITED

  8. AO3: Identify the objectives of the selected business, based on a detailed market analysis • Conduct research into the business of your choice – identifying the objectives (go a bit further than ‘making money’, OK?) Explain which organisation you’ve picked, give some background... • PASS: use SWOT, PEST or marketing models • MERIT & DISTINCTION: use SWOT, PEST & marketing models (detail decides level) • HINTS TO HELP FOLLOW...

  9. AO3: Identify the objectives of the selected business, based on a detailed market analysis • SWOT: Strengths, Weaknesses, opportunities, Threats • PEST: Political, Economic, Social, Technological • Merit & Distinction targets? The above PLUS...

  10. AO3: Identify the objectives of the selected business, based on a detailed market analysis MERIT & DISTINCTION ALSO INCLUDE: • Porter’s 5 Forces: Threat of competition from new organisations, supplier power, buyer power, availability of substitute products, other existing competitors • Marketing models such as Boston, Ansoff, Product Life Cycle

  11. AO4: recommend an eMarketing strategy by which the objectives of the selected business can be met • Put together a research paper that explains how the organisation could use eMarketing to meet its objectives. • Include details of all research sources used • HINTS TO HELP FOLLOW

  12. AO4: recommend an eMarketing strategy by which the objectives of the selected business can be met • Just to get a look-in at grades you need to look in detail at strategies such as: • STOP • SEGMENTATION (how the market is partitioned) • TARGET MARKETS (what target markets are chosen and who is the ‘ideal’ customer) • OBJECTIVES (strategy has to fulfil them, right?) • POSITIONING of the product/service and the overall proposition • AND THERE’S MORE FOR THE HIGHER GRADES

  13. AO4: recommend an eMarketing strategy by which the objectives of the selected business can be met • SIT • STAGES (is there a sequesnce or set of stages?) • INTEGRATION (does it all fit together smoothly) • TOOLS (on the Net, IDTV, WAP...) • TAC • TACTICS (what are we doing? When? For how long? – e.g. Gantt charts) • ACTIONS (details of the tactics) • CONTROL (monitoring, measuring, feedback) • Good grief – is this what you Business people do all day

  14. AO5: Make detailed proposals for the content of a website for the selected business • This DOESN’T have to be a fully-functioning website! • Could be: • Hand drawn screens of information (storyboards) • Slide presentation with hyperlinks • DTP documents • An actual website • NB INCLUDE MEDIA OBJECTS – Flash/ rollovers/multimedia bits & pieces...)

  15. AO6 Present a rationale for the proposed eMarketing strategy for the selected business • In presentation format justify how your strategy: • Meets customers’ needs • Generates customer interest & interaction • Will benefit the performance of the business • Grade details over...

  16. AO6 Present a rationale for the proposed eMarketing strategy for the selected business • Pass – some consideration of business & customer needs • Merit – strategy includes illustrative examples and links to business & customer needs • Distinction – strategy includes explanation of illustrative examples and clearly meets the needs of customer and business.

  17. The (not so) small print • The final, final, FINAL, FINAL deadline is 5PM FRIDAY JANUARY 15TH 2010 • Do NOT even think about asking for an extension.

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