Unit 3: Introduction to Marketing M2 D2
M2 D2
Unit - 3 (Introduction to
Marketing)
BTEC National Diploma In Business Level 3
The Date
Author: Your Name
Your Teacher
1
,Unit 3: Introduction to Marketing M2 D2
Unit 3 – Introduction to Marketing
To:
From:
Date:
Ref:
On completion of this unit I should:
1) Know the role of marketing in organisations
2) Be able to use marketing research and marketing planning
3) Understand how and why customer groups are marketed
4) Be able to develop a coherent marketing mix
Task 6:
a) Explain the limitations of marketing research used to contribute to the development of a
selected organisation’s marketing plans
b) Make justified recommendations for improving the validity of the marketing research used to
contribute to the development of a selected organisation’s marketing plans
1.0 Introduction
I work for a Marketing Consultancy that specialises in Marketing Research. My
consultancy carries out marketing research for client companies that are used to contribute to
the development of their marketing plans. I have been asked to carry out research for a local
cinema that is experiencing a fall in demand leading to financial difficulties which it thinks is
due to the recession, but suspects there are other reasons why it is not doing well.The results
of my research will help the cinema develop marketing plans that it hopes will improve its
performance and make it a successful business once again.
2.0 Terms of Reference
In this report I have been asked to explain the limitations of marketing research used to
contribute to the development of the VUE cinema. Also I will make justified
recommendations for improving the validity of the marketing research used to contribute to
the development of the VUE cinema.
I will use the Internet, Moodle and my Business Textbook to collect information for this
report.
2
, Unit 3: Introduction to Marketing M2 D2
Vue cinema’s marketing research plan
Step 1 – Competition observation
Use map of town or city cinema located at and look up all the similar businesses in the local area.
VUE should mark on their name and address and any further information they have about them e.g.
size ownership, prices. VUE need to know everything about their competition so they must make
sure they know them in detail. I may need to visit the business to find this information out (prices in
particular). I can also use competitors' leaflets, print screens of their websites etc…
Step 2 – Secondary research and market trends
VUE need to compile information about the market their business is in. I may use search engines
such as internet, newspapers and libraries to find out as much as I can about the size of the market
and the current trends.
Step 3 – Primary research
I may carry out primary research if it is appropriate. I can carry out a questionnaire on internet or
just outside on the streets, conducting a survey/observation with potential customers to find out their
needs and wants, what price they are prepared to pay for viewing films at VUE and what kind of
quality/service they are looking for.
Step 4 - SWOT
Carry out a brief SWOT analysis on VUE (Strengths, Weaknesses, Opportunities and Threats) Are
there any environmental issues that will affect cinema? How government and laws (UK’s and EU’s)
can affect its business? How high competition rate would be? How suppliers and local people may
affect VUE.
Step 5 – PESTLE
Analyse Political, Economic, Social, Technological, Legal and Environmental bodies affecting
VUE cinema. What is the political situation of the country and how can it affect the industry? What
technological innovations are likely to pop up and affect the market structure? Are there any current
legislations that regulate the industry or can there be any change in the legislations for the industry?
What are the environmental concerns for the VUE?
Step 6 – SMART
After completing all the steps above, company can make a judgement on its performance and set new
objectives and aims to in order to run the company successfully.
Business Objectives - state what the business wishes to achieve. They are the key to moving from
your present state to the future one. Objectives should be:
Specific – a clear and easy to understand.
Measurable – should be able to be quantified.
Achievable – should be possible to be attained.
Realistic – not 'pie in the sky'.
Time bound – associated with a specific time period.
3
M2 D2
Unit - 3 (Introduction to
Marketing)
BTEC National Diploma In Business Level 3
The Date
Author: Your Name
Your Teacher
1
,Unit 3: Introduction to Marketing M2 D2
Unit 3 – Introduction to Marketing
To:
From:
Date:
Ref:
On completion of this unit I should:
1) Know the role of marketing in organisations
2) Be able to use marketing research and marketing planning
3) Understand how and why customer groups are marketed
4) Be able to develop a coherent marketing mix
Task 6:
a) Explain the limitations of marketing research used to contribute to the development of a
selected organisation’s marketing plans
b) Make justified recommendations for improving the validity of the marketing research used to
contribute to the development of a selected organisation’s marketing plans
1.0 Introduction
I work for a Marketing Consultancy that specialises in Marketing Research. My
consultancy carries out marketing research for client companies that are used to contribute to
the development of their marketing plans. I have been asked to carry out research for a local
cinema that is experiencing a fall in demand leading to financial difficulties which it thinks is
due to the recession, but suspects there are other reasons why it is not doing well.The results
of my research will help the cinema develop marketing plans that it hopes will improve its
performance and make it a successful business once again.
2.0 Terms of Reference
In this report I have been asked to explain the limitations of marketing research used to
contribute to the development of the VUE cinema. Also I will make justified
recommendations for improving the validity of the marketing research used to contribute to
the development of the VUE cinema.
I will use the Internet, Moodle and my Business Textbook to collect information for this
report.
2
, Unit 3: Introduction to Marketing M2 D2
Vue cinema’s marketing research plan
Step 1 – Competition observation
Use map of town or city cinema located at and look up all the similar businesses in the local area.
VUE should mark on their name and address and any further information they have about them e.g.
size ownership, prices. VUE need to know everything about their competition so they must make
sure they know them in detail. I may need to visit the business to find this information out (prices in
particular). I can also use competitors' leaflets, print screens of their websites etc…
Step 2 – Secondary research and market trends
VUE need to compile information about the market their business is in. I may use search engines
such as internet, newspapers and libraries to find out as much as I can about the size of the market
and the current trends.
Step 3 – Primary research
I may carry out primary research if it is appropriate. I can carry out a questionnaire on internet or
just outside on the streets, conducting a survey/observation with potential customers to find out their
needs and wants, what price they are prepared to pay for viewing films at VUE and what kind of
quality/service they are looking for.
Step 4 - SWOT
Carry out a brief SWOT analysis on VUE (Strengths, Weaknesses, Opportunities and Threats) Are
there any environmental issues that will affect cinema? How government and laws (UK’s and EU’s)
can affect its business? How high competition rate would be? How suppliers and local people may
affect VUE.
Step 5 – PESTLE
Analyse Political, Economic, Social, Technological, Legal and Environmental bodies affecting
VUE cinema. What is the political situation of the country and how can it affect the industry? What
technological innovations are likely to pop up and affect the market structure? Are there any current
legislations that regulate the industry or can there be any change in the legislations for the industry?
What are the environmental concerns for the VUE?
Step 6 – SMART
After completing all the steps above, company can make a judgement on its performance and set new
objectives and aims to in order to run the company successfully.
Business Objectives - state what the business wishes to achieve. They are the key to moving from
your present state to the future one. Objectives should be:
Specific – a clear and easy to understand.
Measurable – should be able to be quantified.
Achievable – should be possible to be attained.
Realistic – not 'pie in the sky'.
Time bound – associated with a specific time period.
3
