ASSIGNMENT BRIEF

QUALIFICATION UNIT NUMBER AND TITLE

PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) 02. MARKETING ESSENTIALS (LEVEL 4)
INTERNAL VERIFIER UNIT TUTOR
MUHAMMAD ALI IQBAL RAJA
DATE ISSUED SUBMISSION DATE RESUBMISSION DATE
TH TH TH
24 NOV 2020 07 JAN 2021 16 JAN 2021

ASSIGNMENT TITLE MARKETING ESSENTIALS

LEARNING OUTCOME AND ASSESSMENT CRITERIA

PASS MERIT DISTINCTION
LO1 EXPLAIN THE ROLE OF MARKETING AND HOW IT INTERRELATES WITH OTHER FUNCTIONAL UNITS OF
AN ORGANISATION
M1 ANALYSE THE ROLES AND RESPONSIBILITIES D1 CRITICALLY ANALYSE AND EVALUATE THE KEY
P1 EXPLAIN THE KEY ROLES AND RESPONSIBILITIES
OF MARKETING IN THE CONTEXT OF THE ELEMENTS OF THE MARKETING FUNCTION AND
OF THE MARKETING FUNCTION.
MARKETING ENVIRONMENT. HOW THEY INTERRELATE WITH OTHER FUNCTIONAL
P2 EXPLAIN HOW ROLES AND RESPONSIBILITIES OF UNITS OF AN ORGANISATION.
M2 ANALYSE THE SIGNIFICANCE OF
MARKETING RELATE TO THE WIDER
INTERRELATIONSHIPS BETWEEN MARKETING AND
ORGANISATIONAL CONTEXT.
OTHER FUNCTIONAL UNITS OF AN ORGANISATION.
LO2 COMPARE WAYS IN WHICH ORGANISATIONS USE ELEMENTS OF THE MARKETING MIX (7PS) TO
ACHIEVE OVERALL BUSINESS OBJECTIVES
P3 COMPARE THE WAYS IN WHICH DIFFERENT LO2 & 3
M3 EVALUATE DIFFERENT TACTICS APPLIED BY
ORGANISATIONS APPLY THE MARKETING MIX TO
ORGANISATIONS TO DEMONSTRATE HOW
D2 DESIGN A STRATEGIC MARKETING PLAN THAT
THE MARKETING PLANNING PROCESS TO ACHIEVE TACTICALLY APPLIES THE USE OF THE 7PS TO
BUSINESS OBJECTIVES CAN BE ACHIEVED.
BUSINESS OBJECTIVES. ACHIEVE OVERALL MARKETING OBJECTIVES.
LO3 DEVELOP AND EVALUATE A BASIC MARKETING PLAN
P4 PRODUCE AND EVALUATE A BASIC MARKETING M4 PRODUCE A DETAILED, COHERENT EVIDENCE-
PLAN FOR AN ORGANISATION. BASED MARKETING PLAN FOR AN ORGANISATION.

SUBMISSION FORMAT
THE SUBMISSION IS IN THE FORM OF AN ESSAY; A REPORT AND A MARKETING PLAN.

THE ESSAY SHOULD BE WRITTEN IN A CONCISE, FORMAL BUSINESS STYLE USING SINGLE SPACING AND FONT STYLE CALIBRI AND SIZE 11. YOU ARE REQUIRED TO
MAKE USE OF HEADINGS, PARAGRAPHS AND SUBSECTIONS AS APPROPRIATE, AND ALL WORK MUST BE SUPPORTED WITH RESEARCH AND REFERENCED USING THE
HARVARD REFERENCING SYSTEM. PLEASE ALSO PROVIDE A BIBLIOGRAPHY USING THE HARVARD REFERENCING SYSTEM. THE RECOMMENDED WORD LIMIT IS
750 – 1000 WORDS.

THE REPORT SHOULD BE CONSTRUCTED IN REPORT FORM, WITH PROPER HEADINGS, PARAGRAPHS AND SUBSECTIONS AS APPROPRIATE. YOUR RESEARCH
SHOULD BE REFERENCED USING THE HARVARD REFERENCING SYSTEM. PLEASE ALSO PROVIDE A BIBLIOGRAPHY USING THE HARVARD REFERENCING SYSTEM. THE
RECOMMENDED WORD LIMIT IS 750 – 1000 WORDS

THE MARKETING PLAN SHOULD BE CONSTRUCTED IN REPORT FORM, WITH PROPER HEADINGS, PARAGRAPHS AND SUBSECTIONS AS APPROPRIATE. YOUR
RESEARCH SHOULD BE REFERENCED USING THE HARVARD REFERENCING SYSTEM. PLEASE ALSO PROVIDE A BIBLIOGRAPHY USING THE HARVARD REFERENCING
SYSTEM. THE RECOMMENDED WORD LIMIT IS 1500 – 2000 WORDS.

A MARKETING PLAN TEMPLATE WILL BE PROVIDED, BUT IT IS NOT MANDATORY TO USE IT.
ASSIGNMENT SCENARIO AND GUIDANCE

THE BEVERAGE INDUSTRY HAS EMERGED AS ONE OF THE MOST PRODUCTIVE SECTORS IN PAKISTAN OVER THE YEARS. IN THIS REGARD, COFFEE CONSUMPTION
HAS WITNESSED SUDDEN SURGE THANKS TO GROWING POPULARITY OF CAFE CULTURE ESPECIALLY IN POSH AREAS OF CITIES LIKE ISLAMABAD, LAHORE AND
KARACHI.

THE WORLD'S FIRST MCCAFÉ OPENED IN MELBOURNE, VICTORIA, AUSTRALIA IN 1993. MCCAFÉ COFFEES INCLUDING LATTES, CAPPUCCINOS AND MOCHAS
WERE ADDED TO THE U.S. NATIONAL MENU IN 2009, AND QUICKLY EXPANDED TO INCLUDE BLENDED ICE FRAPPÉS AND SMOOTHIES , TRIPLE-THICK SHAKES AS
WELL AS LIMITED-TIME SEASONAL OFFERINGS. IN 2017, A RENEWED COMMITMENT TO MCCAFÉ FEATURES REFRESHED BRANDING AND NEW AND RECRAFTED
ESPRESSO BEVERAGES. MC CAFÉ ALREADY EXISTS IN PAKISTAN, THEY HAVE BEEN USING DIFFERENT MENU’S IN EVERY CITY TO CAPTURE THE TARGET MARKET.

STARBUCKS CORPORATION IS AN AMERICAN MULTINATIONAL CHAIN OF COFFEEHOUSES AND ROASTERY RESERVES HEADQUARTERED IN SEATTLE,
WASHINGTON. AS THE WORLD'S LARGEST COFFEEHOUSE CHAIN. AS OF EARLY 2020, THE COMPANY OPERATES OVER 30,000 LOCATIONS WORLDWIDE IN
MORE THAN 70 COUNTRIES. THE COMPANY HAS DECIDED TO LAUNCH IN PAKISTAN.

TASK 1 :

a) Briefly explain the role of Marketing and discuss how marketing function influences other functional departments.
b) Critically Analyse and Evaluate the importance of marketing function in improving/assisting organizational integration within
today’s contemporary organizations.

TASK 2
a) Consider these two competitors given in the scenario and draw out the marketing mix (7 Ps) for both the brands. Clearly
highlight any marketing mix differences for the two companies.
b) Considering the marketing context of the two brands, discuss briefly how the difference in marketing tactics has been
successfully used to achieve marketing objectives.

TASK 3

a) Construct a well thought out, and justified strategic marketing plan for Starbucks for its international expansion into Pakistan.

EVIDENCE CHECKLIST SUMMARY OF EVIDENCE REQUIRED BY STUDENT

TASK 1 Essay

TASK 2 Report

TASK 3 Marketing Plan