1. Questions Question1 A)RLL have conducted a number of interviews to investigate the possibility of introducing a new chocolate based drink to its range. The company has asked for your help in analysing this interview data. You are required to carry out a process of data reduction on this interview data using any appropriate method of your choosing (you may wish to consider using the “large sheet of paper” method). The interview data is presented in Document 6. (15%) b)What advice could you give the company about marketing to its customers? (15%) Question 2 Using the RLL case study, carry out the following audits( 30% ) –Customer audit –Internal audit –Competitor audit –Macro audit Question 3 Using a marketing planning structure, recommend a suitable strategy for RLL, explaining your choice fully. (40%)

2. Report Writing –Title Page  Allows the reader to identify the context in which the report was written  Has details of: Title of report Your name or group name To whom the report is addressed/the course it is submitted for Date of report

3. Report writing – Introduction  The point at which the reader is oriented to the subject of the report. It should be more than the title restated  It should address the following questions: -Why is the topic important? -What was the remit of the report writer? -What is the main argument of the report? - On what evidence is the report based? -How is the argument structured? - What are the implications of the report

4. Report writing – Main body of report Usually contains a number of sections Aim to develop arguments based on evidence tied to your conclusions Use diagrams to support and clarify your case Aim to make the main report as clear and interesting as possible for the reader Refer to the more detailed analysis you have included in the appendices

5. Report writing – Conclusions 1 Should follow on naturally from the arguments raised in the main report 2 Should contain no surprises or new material

6. Report writing – Appendices (outside word count)  Contain detailed evidence for those readers who want more information or detail before they are convinced by your argument  Are more than a method of getting round a tight word limit!  Are often referred to by letters rather than numbers  Should only be included if they are essential

7. Report writing – Tips and hints 1 KISS – keep it simple! 2 Use diagrams where possible 3 Keep sentences short and sharp 4 Use bullet points where appropriate ( but not everywhere) 5 Avoid emotive or sensational language and slang 6 Avoid the use of ‘I’ and ‘We’ 7 Check your spelling!

8. (1a) Large sheet of paper – V BASIC eg Respondent - Age? Gender?? Do you drink hot drinks? Why?Where do you shop for hot drinks? 1Yes; Hot chocIndulgenceSupermarket 2Yes: CoffeeGives a Lift/stimulant Work pool 3Yes: TeaDon’t know/habitSomeone else buys

9. (b) Internal Marketing Audit Checklist Marketing Structures Marketing Systems Marketing Mix Effectiveness Operating Results (by product, customer, geographic region Strategic Issues Analysis Operating Results (by product, customer, geographic region Sales Market share Profit margins Costs Marketing Mix Effectiveness Product Price Promotion Distribution Strategic Issues Analysis Marketing objectives Market segmentation Competitive advantage Core competences Positioning Portfolio analysis Marketing Structures Marketing organisation Marketing training Intra- and interdepartmental communication Marketing Systems Marketing information system Marketing planning system Marketing control system 7

10. Potential entrants SuppliersBuyers Substitutes Industry competitors Rivalry among existing firms Bargaining Power Bargaining Power Threat from new entrants Threat of substitute products (c) Competitor Audit - Micro Environment 2

11. (d) Macro - PE(E)ST/LE Political/Legal: Laws, Codes of practice Economic: Growth, Unemployment, Interest and exchange rates, Economic trends Ecological/Physical Environmental: Global warming, Pollution, Resources, Recycling Social/Cultural: Changes in population, Age Distribution, Household structure, Subcultures Technological: New product and Process Technologies, New Materials

12. 2 Q3. The Marketing Planning Process Business mission Marketing audit SWOT analysis Marketing objectives Core strategy Marketing mix decisions Organization and implementation Control Audits Q2 External: micro/macro Internal Customer Large sheet of Paper Q1a What recommendations? Q1b

13. Q1 A) Large sheet of paper is a table and should be in the appendix. B) is part of the customer audit and should relate to your findings from A above

14. Q3 Outline marketing plan –Structure Situational Analysis Audits and assumptions Marketing objectives Marketing strategy STP Outline mix –The issue here is to show the linkages between audits and answer –MUST follow logically and most of your word count should be here.