Business Marketing

MOD003055 BUSINESS TO BUSINESS MARKETING ASSIGNMENT
The purpose of the assignment is to familiarise the students with key aspects of B2B marketing and identify unique characteristics that will affect how marketing in business markets should be designed and delivered.
The theoretical perspectives introduced in the teaching are put into practice with the development of a marketing report for a B2B firm wishing to enter a new market. This is covered by the coursework component of the assessment, and covers LO 1, 2, 3 and 4. Students are expected to address the two questions of the assignment, providing applied, theoretically supported answers.
This assignment is a 3,000 word individual marketing report and is worth 100% of the final grade.
Assignment:
You are a Business to Business Marketing Consultant and have been approached by the X company of your choice (product manufacturer, service provider, etc.) whose Managing Director (MD) wishes to expand into a new market (it can be of the same country or a foreign country). The company understands that entering an unknown market is fraught with problems. They currently have no sales contacts in the market, know little about channels of distribution, are ignorant of what motivates buyers, have no knowledge of product competition and pricing and have no idea of how to promote their products in the market. They need help.
You have, therefore, been approached and asked to create a report, advising the MD how the company should undertake this exercise to maximise their chances of success in penetrating the market. You must advise them on, not just how to go about doing this, but why they should undertake the action you recommend that is, the rationale behind all of the proposals put forward. The plan is to be divided into two key sections. First, an analysis of the market and, second, an overview of the proposed marketing strategy. The differences between consumer marketing and business-to-business marketing and their implications for the marketing strategy need to be discussed in the report.
Marking Scheme
Mark Learning Outcome
Market analysis including industry analysis (e.g. competitors, customer segments, purchasing patterns), industry distribution channels, structure & types (including user, retail, merchant, distributor, supplier, manufacturer)
40 1,2,3,4
Marketing strategy including target segments (all/some – rationale?), differentiation, benefits & competitive positioning, marketing mix proposed (e.g. product range, price, promotion, distribution channels proposed – rationale?). The report must explain the rationale behind the recommended actions 50 1,2,3,4
Presentation, including structure, referencing, style, clarity, visuals 10 1,2,3,4
TOTAL MARKS 100%

Harvard Referencing version six should be used.