Higher National Diploma in Business Management

Marketing Beiersdorf AG

Unit 4: Marketing Principles


You are a marketing manager for Beiersdorf AG Middle East. You have been
given the responsibility of explaining the benefits of the marketing process
to a group of new interns and the costs and benefits of having a marketing
orientation.

Produce a fifteen minute presentation which demonstrates your
understanding of the concepts and process of marketing, and an evaluation
of the costs and benefits of a marketing orientation. Finally demonstrate your
ability to use the concepts of segmentation, targeting and positioning for
one selected Beiersdorf brand

1.1: Explain the various elements of the marketing process
1.2: Evaluate the benefits and costs of a marketing orientation for a
selected organization

Assignment Guidance
Give two definitions of marketing, reference them using the Harvard
referencing system and briefly discuss them.
Explain the stages of the marketing process and produce a flow chart.
You must include the following stages marketing audit, environmental
analysis of the macro environment (PESTLE), SWOT analysis of the
micro environment, setting marketing objectives, constraints, options
and segmentation criteria, selection of target market, development of
the marketing mix and the scope of marketing.
Choose one of the Beiersdorf brands which has a successful marketing
orientation and evaluate the benefits and costs of their marketing
activities, include building competitive advantage, customer
satisfaction and relationship marketing

Now

Choose one of the Beierdorfs brands and select one product. Within your
presentation you must:


2.1: Examine macro and micro environmental factors which influence
marketing decisions. Produce a PESTLE and SWOT analysis. (This can
be included in your appendices)

2.2Propose segmentation criteria to be used for a Beiersdorf product
in two different markets

2.3: Choose a targeting strategy for a selected product

2.4: Demonstrate how buyer behavior affects marketing activities in
two different buying situations

2.5: Propose new positioning for a selected product/service

Assignment Guidance

Briefly describe the company and the brands offered by
Beiersdorf AG.

Choose one of the Beierdorf brands Nivea, Nivea for Men,
Eucerin, La Prairie, Labello, 8 X $, Hansaplast/Elastoplast or the
subsidiary tesa SE and briefly present one of their products.

Examine the macro environment including political, legal,
economic, socio-cultural, ecological and technological factors
which affect the product and show how they influence marketing
decisions. (PESTLE analysis)

Examine the micro environment including stakeholders
(organisations own employees, suppliers, customers,
intermediaries, owners, financiers, local residents, pressure
groups and competitors) and show how they influence
marketing decisions. (SWOT analysis)

Use Porters Five Forces theory as a tool to examine the
competitive market in which your brand operates.

Explain methods of segmentation and show how your brand
segments their market, propose segmentation criteria for your
chosen product in two different markets, explain your reasoning
behind your choice of segment.

Choose a targeting strategy for one product and explain your
choice of targeting strategy.

Explain the concept of positioning and propose new positioning
for your new product.

Discuss buyer behavior and demonstrate how buyer behavior
affects marketing activities in different buying situations.
Consider contemporary marketing activities such as e-
marketing.

Merit

You have the opportunity to achieve the following merit criteria:
M1 For tasks 2.2, 2.3 or 2.4 show how complex problems with more than
one variable have been explored
M2 Use a range of sources of information, provide a reference list to
demonstrate this using the Harvard referencing system. Please do not
use Wikipedia or UK essays as these are not acceptable sources of
information.

M3 Produce a PowerPoint presentation with slides and notes for task 1
and submit it by the deadline.

Distinction

You also have the opportunity to achieve the following distinction criteria:

D1 Draw and justify conclusions from your research through a synthesis
of ideas. This can be achieved by using the PESTLE and SWOT analysis
to justify your choice of segmentation and targeting strategy.

D2 Manage all the activities in a professional and timely manner.
D3 Generate ideas, such as your choice of segmentation criteria and make
decisions such as your choice of targeting strategy.

Ensure that you cover all the content of learning outcomes 1 and 2 of the
unit specifications for this unit.