- March 10, 2015 at 5:19 pm
@Abi – thanks for asking (you could give Open Tuition an acknowledgement in your SLS along the lines of “as well as advice from my mentor I discovered that Open Tuition also tries to support students by answering queries, so was a useful additional source of guidance”… and then in answer to Q3 on communication you could also cite the forum as an example of how you demonstrated effective communication).
Yes you can more or less use my suggested questions but you probably also need a couple more. Whatever your research questions are you need to ensure that you do answer them (a statement of the obvious I know, but some students don’t!) and in your conclusion section you should summarise the main points you found in relation to the research questions.March 10, 2015 at 6:41 pm
Ok i willl…This was what i originally wrote in my project for my reseaech questions and objectives..
1.E) Research objectives
The research objectives are:
· To gain a greater understanding of how Asda has been able to attract and retain customers despite the intense competition in the supermarket industry.
· To explore the changes that needed to be made to the marketing approach used in the past in order to satisfy the needs of their customers.
· To evaluate and understand how Asda maintains their position in the market as well as promoting itself and its products by using the marketing mix
1.F) Research questions
The research questions are:
· How has Asda been able to meet the needs of customers while maintaining their position despite the intense competition?
· How effective are the changes made to Asda’s marketing strategy in meeting their customer’s needs?
•How successful has the use of the marketing mix been in increasing sales and market share?”March 11, 2015 at 3:03 pm
I also wanted to ask,do i have to do some financial ratios?does it really matter?I was just thinking of talking about the market size and share onlyMarch 11, 2015 at 5:45 pm
My research aim is how and why as da has been able to attract customers despite the fact that competition is intense and there has been a change in shopping matters as people now prefer to shop at cheaper supermarkets. ..is my research aim ok? Or should I modify it a littleMarch 11, 2015 at 9:06 pm
@Abi – As long as that is just part of your project it will be fine – you have to comply with the RAP title and that is “A review of the marketing strategy of an organisation and its effectiveness”. The marketing strategy has a number of facets and you would probably be hard pressed to get anywhere near 7,500 words with just one focus Certainly you can look at your suggested approach in more depth than other aspects.
I don’t know how you will be able to comply with the second part of the project i.e. an assessment of ‘its effectiveness’ without ratios and figures of some kind.March 13, 2015 at 9:48 am
Oh okay thank you.if i am doing graphs and pie charts should the be on a seperate document or should it be included in the RAP too?the reason i ask is because OBU said that we can only write a maximum of 7500words and this includes words from graphs and also the title and contents pageMarch 17, 2015 at 8:31 am
@Abi – The whole point of charts and graphs is that they can often show a situation or relationship far more effectively than text. Never throw figures at the marker in a written paragraph where they could be presented graphically (and if you present something graphically you DON’T need to tell someone what the graph is showing as if the graph is clear and correctly labelled – a requirement anyway – it should be obvious). So graphs and charts will actually save words as you only need to explain the most significant findings and their implication. You only put graphs as an appendix if does not really relate directly to what you are discussing. The marker will not appreciate being given one whole document full of text and another containing charts as it will not be presenting the findings effectively and appropriately. You need to insert graphs etc in the page where they clarify something and to break up long passages of uninterrupted text.
Normally Parts 1 and 2 can be edited and words removed from these sections. Note: the Guideline word counts for sections are merely suggestions (see the FAQs on our OT OBU homepage) but you must not exceed the overall word count of 7,500 as markers stop marking once this limit is met.March 17, 2015 at 12:54 pm
Ok.i will just put the graph’s and charts in the rap instead but il put the calculation for ratios in the appendix.what are the best ratios to calculate for asda?
For the accounting and business techniques used i have used the 7p’s,SWOT,RATIOS,MARKET SIZE AND SHARE.but im not sure if i should add Ansoffs growth model there is really necessary?i was thinking of using the generic strategies instead(cost leadership,differentation,focus) and then explain which one asda uses..March 17, 2015 at 2:42 pm
@Abi – I cannot tell you exactly what you should do as I don’t know what information you have or is available but with this topic there are links between business objectives and marketing objectives and the marketing strategy and marketing mix/marketing plans so you need to ensure that you cover these. Additionally you should try to do some form of an assessment of the firm’s approach to market segmentation if possible, targeting and positioning (does it have special large stores like Tesco Extra? and Locals or Centrals like some other supermarkets?) and do these seem to influence decisions on the marketing mix (what types of store stock which product for example)? Ansoff may be difficult to apply to a supermarket itself as it has such a broad portfolio of products and services. (If you were doing Tesco you could apply it to the type of store and what the aims of those types are but you already have some models so that should be fine).
Here are few links that may help (note you would not be able to do an internal marketing audit but the external audit mentioned may help you consider some key factors relevant to Asda and how it counters those of its rivals)
With the ratios you need to show that they are relevant to your study rather than just presenting figures that in themselves do not necessarily mean anything (liquidity may be fairly meaningless for example and it is pointless calculating the quick ratio for a large retailer as they need to carry a lot of stock). You seem to have picked out the main ones.
Remember if marketing strategies are successful then an increase in revenue would be expected and the proportion of marketing costs to sales should be stable or show a slight downward trend (if they are constantly rising then it tends to indicate that the company is having to increase promotional costs just to maintain its current level of sales or maintain market share). Increasing market share or maintaing market share if main competitors’ shares are decreasing is another indicator of success. The EY publication suggests a few measures, do take a look. (And yes put the calculations in an appendix but not the graphs themselves unless they are copies of what you already have in the report)
If you have already included a lot of this then so much the betterMarch 20, 2015 at 8:56 pm
hello,i have decided to you use market size,share,ROCE and operating profit margin i want to add inventory tunrover but im not sure..would it be useful as a ratio? also is it more effective if i compare the ratios i calculated to asda’s previous year for eg the ROCE for 2013 is compared with the ROCE for 2012 or should i compare the ROCE for 2013 to tesco’s ROCE for 2013..im not sure which is more effective..also is there any other way i can use the ratios apart from those which i mentioned?March 23, 2015 at 8:03 am
@Abi – the idea of any ratios in T18 is they indicate that whether the marketing strategies have been successful or not so you should attempt to use those that best demonstrate this. As I have mentioned previously, you must focus on Asda and any comparisons with Tesco should be selective to illustrate definite differences or common approaches. Do not divert from the title for T18 as a comparison of Asda’s marketing strategies with another company is not the title.March 23, 2015 at 9:39 am
Ok thank you..i think i will just stick to ROCE,operating profit and market share.Is it ok jf i compare the figures for 2013 to 2012 in order to show how effective the strategies have been?i was also thinking of checking online maybe on asda’s page to see if they mention anything about profitabilty in 2014 and directly quite the figures….Also Lately asda doesnt seem to be doing well because there has been a decrease in profits so i can i mention this?For eg i can say that the black friday was successful in 2014 because it lead to an increase in sales but in 2015 sales have decreasedMarch 26, 2015 at 10:36 am
Hello trephena, I just wanted to ask if asda is a public company or a private company? I’m getting different answers on Google so I just want to be sureMay 9, 2015 at 11:13 am
Please tell me which models i can use for topic 18( marketing strategies ).
I decided to use 7p’s and John p kotter(Change managment). Does these fit on the topic?May 9, 2015 at 12:24 pm
Help me guys.May 10, 2015 at 8:55 am
@rana mansoor – certainly 7Ps. Change management would depend on you showing how relevant it is in the context of your RAP/ company.
Not sure if you are confusing Kotter with Kotler here possibly? Philip Kotler is the marketing guru not Kotter. Take a look at this as it is about this maestro and his basic product theoryMay 11, 2015 at 4:00 pm
@trephena — Nop i am asking about kotter change managament (8 steps).
I selected virgin trains and using 7ps and change managment base on this article.
http://businesscasestudies.co.uk/virgin-trains/implementing-a-new-vision-at-virgin-trains/introduction.html#axzz3ZqH8vxGfMay 11, 2015 at 5:55 pm
@rana mansoor – You have to be a little careful here as the focus in the article though on strategy is mainly on HR strategies. However they do link into the 7Ps and delivering what the customer wants, so ensure that is where you put the emphasis. As for the Change Management Model itself – you would need to show how changes in the 7 Ps dovetail into this. The Change Management Model is concerned with top-level strategic direction (“the Vision”) and how to implement this throughout the organisation – Marketing forms part of the organisation’s strategies but again you need to concentrate on the effects on product offering rather than diverging too much away from this and into all the stages of the model. The model is more about promoting a change of direction and leadership throughout the organisation. This does impacts on the service delivery although marketing is not specifically singled out, so you would need to provide the links (perhaps via the article) and demonstrate the relevance of the model to your RAP. Otherwise the marker may think that you are trying to diverge too much from the topic title as T18 is about assessing the effectiveness of the marketing strategies not about assessing how successful the change in vision has been generallyJune 5, 2015 at 4:34 pm
I love this post. I’ve been looking to do something around marketing.June 16, 2015 at 1:52 pm
May I know what is 7p? How about if the financial statement doesn’t mentioned for the marketing expenses but only mentioned other expenses? Is this other expenses can consider as marketing expenses?June 17, 2015 at 2:48 pm
marketing cost is very important in this topic?June 18, 2015 at 10:19 am
@EVELEEN WONG – Yes to assess effectiveness you need data on market share, sales growth and ideally marketing costs (sometimes the latter is shown in the notes to the accounts)September 16, 2015 at 9:33 am
Please could you help –
Are these questions specific enough?
What are the SWOT of Clicks Group marketing mix?
How does the Clicks Group’s marketing mix meet its customer expectations?
Is Clicks Group getting ROI on therir marketing plan?September 16, 2015 at 1:00 pm
Are we allowed to use the same research questions?September 16, 2015 at 2:32 pm
does the obu rap topic based on marketing campaign evaluation require the candidate to gain information directly from the company .
can we use a public opinion research as suitable evaluation method.
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