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Brit College
Pearson BTEC HND in Business (RQF)
Unit 2 Marketing Processes and Planning
Session: April 2023

Programme Title Pearson BTEC HND in Business

Assessor’s Name Sarwat Amina

Internal Verifier’s Name Dr. Sukru Yurtsever

Unit Number and Title Unit 2: Marketing Processes and Planning

Assignment Title Process benchmarking, marketing plan

and marketing concept.

Unit Type/Unit code Core/A/618/5033

Unit Level and Credit Value Level 4 and 15 Credit

Assessment criteria targeted by this LO – 1,2,3, & 4

assignment brief

Issue Date 17th April 2023

Final Submission Date 18th June 2023

Learner Declaration
LEARNERS MUST SIGN THE FOLLOWING DECLARATION BEFORE SUBMITTING THEIR WORK.
I certify that the work submitted for this assignment is my own. Where I have used the work of others
to support my work, I have acknowledged all credits. I have identified and acknowledged all sources
used in this assignment and have referenced according to the Harvard referencing system. I have read
and understood the Plagiarism and Collusion section provided with the assignment brief and
understood the consequences of plagiarising.

Signature: ………………………………………… Date: ……...………………………………

Internal Verification Process

Internal Verifier: Dr. Sukru Yurtsever

Signature:

Date: 16th April 2023

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Unit 2 Marketing Processes and Planning

Assignment Brief

Student Name/ID
Number

Unit Number and Title Unit 2 Marketing Processes and Planning (MPP)

Academic Year 2022-2023

Unit Tutor Sarwat Amina

Assignment Title Process benchmarking, marketing plan and marketing

concept.

Issue Date 17th April 2023

Submission Date 18th June 2023

Submission Format

The submission is in the form of an individual written report, including a benchmark

analysis and a marketing plan for Activity 01 and a presentation for Activity 02. The
report should be written in a concise, formal business style. The recommended word
limit is 2500-3000 words, although you will not be penalised for exceeding the total
word limit. It is acceptable to be 10% above or below this word limit. Please note that
the table of contents and the reference list etc. do not contribute to the word count.
Submission for Activity 02 is in the form of a 10-minute presentation and five
minutes for questions. The presentation slides for the findings should be submitted
along with speaker notes as one copy. You are required to make effective use of
PowerPoint headings, bullet points and subsections as appropriate. Your research
should be referenced using the Harvard referencing system (or an alternative
referencing system). Inaccurate use of referencing may lead to issues of plagiarism if
not applied correctly.
You are required to produce your work using relevant information, theories and
examples, you also need to participate in the different activities which will describe the
different types of business. You will be required to use organisational examples to
support your work.
A scenario is provided, and you have to address all tasks as per assessment criteria to
succeed in this unit. Your submissions should demonstrate your understanding of how
your research links coherently to these aspects of Marketing. Your work should be
provided with academic evidence and in text citation as per Harvard Referencing guide
to support discussion.
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Unit Learning Outcomes

LO1 Explain the role of marketing and how it interrelates with other business units of an
organisation.
LO2 Compare ways in which organisations use elements of the marketing mix to achieve
overall business objectives.
LO3 Produce a marketing plan for an organisation that meets marketing objectives.
LO4 Develop a media plan to support a marketing campaign for an organisation.
Transferable skills and competencies developed

Cognitive and problem-solving skills: Effective Communication, Digital Literacy.

Intra-personal skills: Plan Prioritise, Self-Management, Independent learning, Self-
Reflection.
Vocational scenario

Organisation: ALDI
With a history dating back 80 years, ALDI was founded by brothers Karl and Theo
Albrecht. It has expanded rapidly into a supermarket chain that now has a total of
10,000 supermarket in 20 countries. Since 1996, the business has developed an
impressive presence in the UK and is one of the main ‘value’ food supermarkets in the
UK, with a branch network stretching to 956 stores.
The business has a zero-waste policy and two-thirds of its products are UK sourced. Its
business model centres on offering high-quality continental style products, combined
with a no-frills ‘pass-the-savings’-onto-the-customer’ approach that includes, among
other things, allowing customers to pick products in-store directly from their original
delivery cartons.
Role
You are a Junior Marketing Analyst working in the Marketing Department. Your role
encompasses new product development, from initial research through to test trials in
selected stores prior to full roll out. Your duties include:
 gathering information on competitors in order to conduct analysis on their
sales, prices and methods of distribution and marketing to thoroughly learn
about the competition
 conducting research on marketing strategies and consumer opinions
 tracking and forecasting trends in sales and marketing, producing reports on
the results for management to inform their decision making
 collecting and analysing data on customer preferences, demographics, buying
habits and needs, to better identify market potential and the factors that
influence product demand.
The supermarket company is keen to explore new and distinctive market segments,
where there is potential for rapid growth, and as part of this you are planning the
launch of a new ‘luxurious’ line of food products. The marketing challenge is to reach
out to existing and new customer segments, avoid product cannibalisation and ensure
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that existing and similar product lines are not consequentially perceived as of lesser
‘quality’.
You report into a Regional Marketing Manager who, in turn, is line managed by the
Marketing Director.

Assignment activity and guidance

Activity 01 (LO2, LO3 & LO4):

In your role as Junior Marketing Analyst, you have been asked to carry out a
benchmarking analysis that will help inform and create a compelling proposition for
the new food line in the minds of customers. You and your manager have been
discussing this and have decided that there would be value gained by critically
evaluating marketing mix strategies across different non-food businesses that offer
branded ‘luxury’ products and product lines (from companies other than ALDI).
This will provide creative insight into how you develop and launch your product. Your
manager has referred to this as ‘process benchmarking’.
On completion of the benchmarking analysis, you are required to prepare your findings
as a brief report for the senior management team. This brief report:
 identifies and compares the extended marketing mix for two selected ‘luxury’
non- food products/product lines (from companies other than ALDI)
 evaluates the marketing strategies and tactical approaches adopted by each
business (or business unit) and how they contribute to the success of the
organisations in meeting their overall business objectives
 provides conclusions and a set of justified recommendations on what ALDI can
learn and deploy as it plans out its marketing strategy for the new ‘Luxurious’
product line.
After completing the benchmarking analysis, you also need to develop a compelling
and creative marketing plan for ALDI’s new product line. In producing the marketing
plan, you will need to address the following areas.
 How the strategic marketing plan links with the overall organisational mission,
corporate strategy and objectives.
 Clear and SMART marketing objectives.
 Marketing research to support the new product line launch.
 A situational analysis, including:
o marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis
o a competitor analysis including the market segments and
o sub-segments covered
o articulation of the new product value-proposition in the eyes of the
customer.
 Development of the marketing strategies applied to the extended marketing
mix.
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 Setting of an overall marketing budget, including allocation of planned spend.

 Tactical actions.
 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as Return
on Marketing Investment (ROMI) and Customer Lifetime Value (CLV).
A comprehensive media plan that supports the planned marketing campaign, this will
include:
 a media budget
 recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives
 appropriate digital, offline and social media channels for communication
 full justification for a multi-media plan based on quantitative and qualitative
criteria.
Activity 02 (LO1):
As part of the presentation, you will be given a 10-minute slot and have been asked to
discuss and analyse the following areas:
 the concept and role of marketing in the 21st century
 roles and responsibilities in marketing, and the competencies required to
succeed at ALDI
 how the marketing function works and interacts with other departments in the
supermarket (i.e. ALDI) and how it supports the wider organisational context in
terms of vision, mission and purpose.
Providing critical reflection on, and insight into, the internal and external factors that
influence your role.

Recommended Resources
Please note that the resources listed are examples for you to use as a starting
point in your research – the list is not definitive.
Textbooks:
 Kotler, P. and Armstrong, G. (2016) Principles of Marketing. 7th Ed London:
Pearson.
 Groucutt, J. and Hopkins, C. (2015) Marketing (Macmillan Business Briefing).
London: Palgrave Macmillan
 McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them,
How to Use Them. 8th Ed. Chichester: John Wiley and Sons.
 Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th
Ed. Maidenhead: McGraw-Hill.

HN Global
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 HN Global (2021) Reading Lists. Available at:

https://hnglobal.highernationals.com/learning- zone/reading-lists HN Global (2021)
 Student Resource Library. Available at: https://hnglobal.highernationals.
com/subjects/resource-libraries
 HN Global (2021) Textbooks. Available at:
https://hnglobal.highernationals.com/textbooks
Weblinks:
 The balance small business. The elements of a marketing mix and how to use them
effectively. Available at: https://www.thebalancesmb.com/what-is-a-marketing-
mix-2295520
 HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates].
Available at: https://blog.hubspot.com/marketing/marketing-mix
 HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your
Digital Presence. Available at: https://blog.hubspot.com/marketing/digital-strategy-
guide
 MindTools. Understanding How to Position Your Market Offering. Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm
 Smart Insights. Marketing strategy vs tactics – why the difference matters.
Available at: https://www.smartinsights.com/marketing-planning/marketing-
strategy/marketing- strategy-vs-tactics-difference/
 YourDictionary. Tips for Writing a Briefing Document. Available at:
https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-
briefing- document.html
 Marketing Week. Planning for marketing planning: 14 steps to an effective
presentation. Available at: https://www.marketingweek.com/mark-ritson-
marketing-planning-14-steps/
 Strategic Marketing Plan Template & Examples. Available at:
https://www.teamgantt.com/marketing-templates/strategic-marketing-plan-template
 Get2Growth. Marketing plan example. Available at:
https://get2growth.com/marketing-plan- example/
 Marketing Evolution. What is Media Planning? Available at:
https://www.marketingevolution.com/marketing-essentials/media-planning
 HubSpot. Media planning: The Ultimate Guide. Available at:
https://blog.hubspot.com/marketing/media-planning
 Chartered Institute of Marketing (2021). Available at: https://www.cim.co.uk
Marketing Donut blogs (2021). Available at:
https://www.marketingdonut.co.uk/blog
 Marketing Teacher resources and videos (2000–2021). Available at: http://www.
marketingteacher.com
 MarketingWeek Report (2021). Available at: https://www.marketingweek.com
 WordStream. How to Do a Webinar Your Audience Will Love. Available at:
https://www. wordstream.com/blog/ws/2014/08/26/how-to-do-a-webinar
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Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Explain the role of marketing and how it interrelates with

other business units of an organisation

P1 Explain the concept of M1 Analyse the role of D1 Critically analyse the

marketing and marketing marketing in the context of the external and internal
operations including the marketing environment. environment in which the
different areas and role of marketing function operates.
marketing.
M2 Analyse the significance
P2 Explain how the marketing of interrelationships between
function relates to the wider marketing and other functional
organisational context. units of an organisation.

LO2 Compare ways in which organisations use elements of the

marketing mix to achieve overall business objectives
D2 Evaluate strategies and
P3 Compare the ways in M3 Review strategies and tactical approaches to the
which different organisations tactical approaches applied by marketing mix in achieving
apply the marketing mix to the organisations to demonstrate overall business objectives.
marketing planning process to how business objectives can be
achieve business objectives. achieved successfully.

LO3 Produce a marketing plan for an organisation that meets

marketing objectives

P4 Develop a marketing plan M4 Produce a detailed tactical D3 Produce a strategic

that includes key elements of marketing plan that integrates marketing plan for an
marketing planning for an the extended marketing mix to organisation that measures
organisation to achieve achieve marketing objectives. achievement of marketing
marketing objectives. objectives within key
performance metrics.

LO4 Develop a media plan to support a marketing campaign for

an organisation

P5 Produce a media plan that M5 Devise an integrated D4 Provide a justified

includes recommendations and multimedia plan, selecting integrated multimedia plan
rationale for selected media appropriate digital, offline and based on quantitative and
activities that meet budgetary social media channels for qualitative criteria.
requirements and objectives of communication.
a marketing campaign brief.
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Instructions:

To gain a Pass in BTEC HND Unit, you are required to meet All the Pass criteria; to gain
Merit, you must meet All the Merit and Pass criteria; and to gain Distinction, you must
meet All the Distinction, Merit and Pass criteria.

Guidance on preparing assignments:

 This is an individual assignment. All assignment parts must be in a professional

format and word-processed (MS Word or PowerPoint), with complete citation and
references following the Harvard system. Please use the following format:
 The reports should be written in a concise, formal business style using 1.5 line
spacing and font Times New Roman size 12 or Arial size 11 in the body of the text.
 Please ensure to make use of appropriate headings (Times New Roman Bold, size
16 or Arial Bold, size 16), subheadings (Times New Roman Bold, size 14 or Arial Bold,
size 14), paragraphs (Times New Roman size 12 or Arial size 11), and subsections.
 Attach an assignment cover sheet to each assignment you submit.
 You must submit all assessments through the Turnitin link provided on the e-
learning platform.
 Make sure you state the word count on the title page.
 Please also provide a reference list/bibliography using the Harvard referencing
system.

Key Dates:

 Please refer to the Year Planner (Available on the VLE) and tutor/assessor guidance
(Your tutor/assessor will also post any changes to submission deadlines on the e-
learning) regarding the Submission Deadline.
 Your tutor/assessor will give formative feedback up to the date shown on the Year
Planner
 Learners will receive formative feedback on completed assignments only once
 The Year Planner shows activities leading to the publication of the results of your
assessment on the VLE
 Please note that published results are provisional until they are confirmed through
the external examining process by Pearson

Submission Guidance:

 Assessors will process your work only if you post it to the link provided to enable
plagiarism checks
 The submission link only accepts assignments submitted by the due date. Separate
links will be available to accept approved or pre-approved late submissions during
each assessment period
 All late submissions that are not due to extenuating circumstances will receive a cap
of a Pass Grade if approved for assessment
 Students who cannot submit their work on time due to circumstances beyond their
control (extenuating circumstances) should complete a form accompanying the
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Guidance to Extenuating Circumstances and submit it to the Programme Leader for

authorisation.
 The College will make reasonable adjustments for students who have difficulties
that may affect their abilities to complete and submit assessments in a usual way or
on time
 Students who receive a Refer on their final assignment submissions may be allowed
a resubmission only once
 All approved resubmissions are subject to a cap at a Pass grade
 The Programme Leader considers and pre-approves all late submissions and
extenuating circumstances and implements reasonable adjustments. The
Assessment Board discusses individual student cases the Programme Leader
presents for final approval for late submissions and extenuating circumstances. The
Assessment Board will also approve situations that require reasonable adjustments
and where such adjustments have been proposed or pre-approved.

Late Submission and Resubmission:

 Tutors would not accept any assignment unless an extenuating circumstances form
has been filled in and duly authorised by a member of staff.
 Students will receive the feedback form and guidance from the lecturer to improve
in the areas of their weaknesses on their first submission. Please note that the
assignments can be re-submitted only once. A resubmitted assignment will be
awarded a failed grade should it not meet the required pass grade marks and results
in retaking the module
 Please note that a resubmitted assignment will earn a maximum pass grade should
it sufficiently meet the required criteria

Plagiarism and Collusion:

 The College will seriously deal with any act of plagiarism and collusion.
 Plagiarism occurs when excerpts, ideas, passages taken from other sources are not
adequately acknowledged and referenced both in the body of the text and in the
reference section.
 Collusion can is the submission of work produced in collaboration for an assignment
based on the assessment of individual work. It is a severe academic offence to share
a learner’s work with others who submit a part or the whole of it as their work.
 The College has mechanisms in place to detect plagiarism and collusion. The learner
should understand the guidelines of the Academic Misconduct Policy regarding
plagiarism and what the College considers to be an academic offence.

Please Note: LEARNERS MUST SIGN THE DECLARATION ON THE FRONT OF THE
ASSIGNMENT SUBMISSION FORM.