MPAssignment.docx

MPAssignment.docx

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MPAssignment

AnhuiManagementDevelopmentCentre/Anhui

EconomicManagementCadre’sInstituteBTECCenter

Program:

HNCinBusiness

UnitTitle:

MarketingPlanning

UnitNo:

19

AssignmentTitle:

CaseStudyforMarketingPlanning

AssignmentNo.:

1901

IssueDate:

April1,2011

SubmissionDeadline:

May28,2011

Assessor/Tutor:

DaiChun

InternalVerifier:

QiaoHui

Student:

Student’sReg.No:

NOTESTOSTUDENTS

●Checkcarefullythesubmissiondateandtheinstructionsgivenwiththeassignment.Lateassignmentswillnotbeaccepted.

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●FailuretoachieveaPASSgradewillresultsinaREFERRALgradebeinggiven.

●Takegreatcarethatifyouuseotherpeople’sworkorideasinyourassignment,youproperlyreferencetheminyourtextandanybibliography.

●Whenyourefertotheworkofotherauthorsinyourassignment,youmustpracticecitationbyfollowingHarvardSystemforReferencing.

●Ifyouarecaughtplagiarizing,youcouldhaveyourgradereducedtozero,oratworst,youcouldbeexcludedfromthecourse.

STUDENT’SDECLARATION:

Iconfirmthatthisisallmyownwork.

StudentSignature:

ASSESSMENT

Outcome/

Skill

Criteria

Evidence

Feedback

Assess

IV

1.Compile

marketing

audits

1.Appraisetheprocessesandtechniquesusedforauditingthemarketingenvironments

Sectioninthereportexplainingthepurposeofamarketingaudit

在这份报告解释部分营销审计的目的

2.applyorganisationalandenvironmentalauditingtechniquesinagivensituation

Organisationalandenvironmentalaudit

组织和环境审计

2.Examinethemainbarrierstomarketingplanning

1.identifythemainbarrierstomarketingplanning

Sectioninthereportexplainingthebarrierstomarketingplanning这份报告解释了段壁垒营销策划

2.suggesthoworganisationsmayovercomebarrierstomarketingplanning

Sectioninthereportonhowtoovercomethebarrierstomarketingplanning

3.Formulateamarketingplanforaproductorservice

1.explaintheneedtobeinnovativeinthemarketorservice

Introductiontomarketingplan

2.identifyandassesstechniquesfordevelopingproducts

Sectionintheplanidentifyingandassessingtechniquesfordevelopingproducts

3.makerecommendationsforpricing,distributingandcommunicatingaproductorservice

Recommendationsintheplanforpricing,distributingandcommunicating

4.specifymeasurestomonitorandreviewmarketingperformance

Measurestomonitorandreviewmarketingperformanceintheplan

5.presentamarketingplanforaproductorservice

Marketingplan

4.Examineethicalissuesinmarketing

1.investigatetwodifferentorganisations’responsestoethicsinmarketing

Introductiontoethicsinmarketing

2.identifyethicalissuesinmarketing

Sectioninthereportidentifyingethicalissuesinmarketing

3.describetheimplicationsofethicalissuesonthemarketingmixforanorganisation

Sectioninthereportexplainingethicalissuesonthemarketingmixforanorganisation

M1

Suitablemarketingtechniqueshavebeenusedtoanalyseandprocesstheinformationcollectedandpresentedintheenvironmentalaudit,themarketingauditandthemarketingplan.

Reasonedjudgementsaremadeaboutproposalsinthemarketingplan.

Thedeadlinetosubmittheplanandfinalreporthavebeenmet.

Suitablemarketingtechniquesandreasonedjudgementsareshowninthereport.

Manageyourdevelopingworkaccordingtoatimeschedule.

M2

Ajustifiedchoiceofthemarketingtechniquesandconceptsappliedandusedtoanalysethesituationfacedbytheproposednewbusinessisgiven.

Themarketingplanisbasedonanunderstandingoftherelevantmarketingissuesfacedbythenewbusiness.

Evidenceisshownthatyouhavemadegoodreferencefromvariouslearningsourcestoproduceagoodsolutionforthegivenproblem.

M3

Theenvironmentalandmarketingauditsarepresentedinastandardformatthatusesbusinessandmarketingterminologyaccurately.

Theanalysisprocedureiswritteninastandardformataccordingtotheanalysismodels.

D1

Themarketinginformationgatheredischeckedforaccuracyandvalidity.

Themarketingplanhasjustifiedproposalsbasedonasynthesisoftherelevantfactorsthatexistinthelocalmarket.

Alltherelevantinformationmustbementionedandclassifiedcorrectlyaccordingtoyouranylysismodels

D2

Theorganisationalaudit,environmentalanalysisandmarketingplanareinterlinkedlogicallyandaremutuallyconsistent.

Likelyproblemshavebeenidentifiedandprovisionsmadetoovercometheminthemarketingplan.

Evidenceisshownthatyouhavemadeintegratedmarketingplanonthebasisofmarketingaudit.

D3

Themarketingplanmustdemonstratethatthefullrangeofmarketingideasandissueshavebeenevaluatedandusedwhenmakingproposals.

Theproposalsmustofferarealisticandeffectivewayforwardforthebusiness.

Thereisevaluationindevelopingdocumentthatexplainsthemarketingplan’sadvantagesanddisadvantages.

Assessor’ssignature:

IVagreement:

YesNoIVsignature:

Student’sFeedback

Student’ssignature:

Notes:

AssignmentDescription

Scenario:

History

CheryAutomobileisanautomobilemanufacturerinChina.ItisownedbythelocalgovernmentofWuhu,Anhuiprovincebutisscheduledtobeprivatized.In2009Cheryproduced508,500unitsofautomobile.Ofthe500,000Cheryvehiclessoldin2009,409,300unitsweresedans.ItisthelargestindependentChineseautomanufacturerandoneofthefastestgrowingautomakersintheworld.

In2003,Cheryfoundedaresearchanddevelopmentorganization,andbeganworkingwithforeignconsultantfirmstoimproveitstechnologyandquality.CheryhiredaJapaneseengineerfromMitsubishitoheadChery'sLean/SixSigmaproductionsystems,whichwerefirstappliedtotheircarsin2003.TheyadoptedDURRPaintSystemsintheirpaintshopin2004,becomingoneofonly5factoriesintheworldtohavethisadvancedpaintsystem.SAICsolditsstockbacktoCheryin2004duetorisingtensionbetweenCheryanditsotherpartnersGeneralMotorsandVolkswagen.

In2005,CherywasupgradedtoISO/TS16949:

2002productionquality,thehighestandstrictestqualitycontrolsystemintheglobalautoindustry.TheyalsobeganworkingwithMalcolmBricklin'scompany,VisionaryVehicles,hopingtobeoneofthefirstChineseautomobilessoldintheUnitedStates.Theplanwastoimportfivenewcarlines.Bricklinplannedtohave250dealersintheUnitedStatesselling250,000carsayearby2007.However,aftertwodelaysandvariousdisagreementsoverfinancesandcardesign,thedealbrokedown.

Instead,CheryispursuingitsownexportplansandisdesigningalargearrayofcarsforboththeAmericanandEuropeanmarketandtheChinesemarket.AestheticdesignisbeingaidedbytheBertoneandPininfarinadesignhousesofItaly,well-knownfordesigningmodelsforbrandssuchasFerrariandLamborghini.AVLofAustriaisalsoworkingwithCherytoproduce18engines,includingaturbodiesel,forthenewlineofcars.Thenewenginebrand,calledACTECO,meetsEuroIVemissionsstandardsandusesadvancedtechnologiessuchasaluminiumalloycylinderblocks/headsanddirectfuelinjection.BoschishelpingCherytodesignmoderntransmissions.LotusEngineering（knownfortheirracingcarchassisexpertise）isaidingCheryincardesignandquality.RicardoConsultingEngineersisalsodevelopingahybridpowertrainforCheryforuseonChina'sfirsthybridvehicle.CheryrecentlyenteredintoapartnershipwithChryslertoproducecompactandmidsizevehiclesfortheUnitedStatesandEuropeanmarket.

InSeptember2007,Senegal'sfirstladyVivianWadeannouncedaprogramcalled"TaxiSister"topromotewomentaxidrivers-thefirstprogramofitskindina95%Muslimnation.ThetaxisareCheryQQ,beingsuppliedbyalocalCherydealership,andthewomendriversaregraduallypayingforandwilleventuallyownthetaxis.

MauriceStrongandGeorgeSorosaretwokeyfiguresingettingCheryintheUnitedStates.StronghasclaimedforyearsthatitisonlyamatteroftimebeforeAmericansbuyChinesebuiltcars.

Productionlicenseissues

Cheryisknownforcopyingforeigndesigns,includingGeneralMotors'KoreansubsidiaryGMDaewooAuto&Technology'sDaewooMatizcitycar（soldastheCheryQQ）andDaewooMagnusmid-sizesedan（soldastheCheryEastar）,alongwiththeemblemappearingderivedfromtheInfinitiemblem.CheryattemptedtonegotiatelocalChineseproductionlicensesofthosevehicleswithbankruptDaewooMotorspriortoGeneralMotors'purchaseofthebankruptautomaker'sassetsin2002,butthenegotiationswereneverclosed.Nevertheless,CheryproceededwiththeproductionoftheseformerDaewoovehicleswithoutalicense,triggeringGeneralMotorstosueCheryforinfringementinDecember2004,citing"extremesimilarities".

GeneralMotorshasbeenunabletopressitscaseagainstCheryintheChinesecourts,despitepressurefromtheChinesegovernment.InNovember2005,GMoptedtodropitscasetopreserveitsotherinterestsinChinaandmaintaingoodwillwiththegovernment.However,GMreservesrightstosueCheryagainifitattemptstobringthevehiclesinquestiontoEuropeanandNorthAmericanmark