- August 22, 2017 at 6:49 pm
Hi, have selected topic 18 for my rap. I would like to know whether marketing segmentation/positionon and targeting are considered as business models or are they seperate from the main 2-3 models applied in the rap?August 23, 2017 at 11:12 pm
Positioning and segmentation tend to be specific strategies. As well as covering those and the 4 Ps you should bring in the BCG Matrix (often known as the Boston Matrix), Ansoff or any other models as appropriateAugust 24, 2017 at 3:33 pm
Thanks trephena, also, should i cover these strategies in part 2 with other models or should i just use them in part 3 while evaluating the company?August 27, 2017 at 10:44 am
You outline the theories/models in Part 2 noting any limitations and then apply them in Part 3. Strategies are applied in Part 3 – it may be appropriate to explain the terms if they are not obvious (e.g. market skimming) and this can be done either in Part 2 or 3.
Take a look on Google scholar and see if you can find anything available for free by Philip Kottler as he is a guru on marketing and explains things well. [Look for right-hand side links to pdf articles]September 20, 2017 at 1:45 pm
Hi Trephena, may I also have that copy as well…. I really need all the help I can get, I am in panic! My email is firstname.lastname@example.orgSeptember 29, 2017 at 1:14 pm
Hi trephena, i have selected topic 18 for my obu degree program.
Can you please explain me what is meant by “results” and “analysis” through a marketing example?
Will say a company is following a competitive pricing strategy, so if i write this company is following this kind of pricing strategy in the “results” part, so what kind of information should I include in the analysis part?October 2, 2017 at 4:13 pm
@pavi95 – the first part of your RAP would discuss the marketing models and potential strategies (see 4 / 7 Ps of Marketing, Ansoff, the Boston Matrix etc depending on what is relevant to your company and its products/services).
The analysis is where you apply and this these models and give examples of them in your company and discuss the reason behind it (i.e. the strategy). So with a car company in your analysis and findings you would discuss among other things its distribution network (one of the 4 Ps), and how it differentiates its models (basic through to the luxury models) to appeal to different customer tastes and budgets (Ansoff), how it discontinues models (part of the dogs in the Boston Matrix) and revamps the design and introduces new features (part of product rejuvenation and also to match rival company offerings).
Findings and analysis might also contain the results of any customer survey you conduct. However if you want to pass at the first attempt do not over rely on a survey – only do one as an additional form of analysis and then only if you understand properly how to do market research (as most student surveys are appallingly bad).October 11, 2017 at 9:12 am
The company i have selected is Hemas manufacturing(pvt)ltd and it has 5 sectors-FMCG,Health Care, Leisure etc. my project report is basically about product Clogard which operates in oral care market. because i cant do a generalized research report, i thought of doing my project on product clogard and specifically include the reason for i selected product clogard marketing strategy on behalf of Hemas in the limitations of information gathering and SLS report.
can you please advice me on this?October 11, 2017 at 12:57 pm
This may be too restrictive and you have not explained why you are only looking at one particular product. The point of Topic 18 is that you are expected to look at a COMPANY’S marketing strategies and not the marketing strategies used for just one product.
Whatever explanations you offer the fact is that there are hundreds of thousands of companies you could choose so the marker will not be sympathetic.
So my advice is either to consider a range of this company’s products
(E.g. look at the Boston CG matrix and choose products that fit into the 4 quadrants). Then discuss the various strategies concerned with these products or if you can’t do that you will need to choose a different company otherwise you are likely to fall as you haven’t complied with the topic title ‘ The effectiveness of a COMPANY’S marketing strategies’. Sorry but that’s the way it is !October 11, 2017 at 1:31 pm
Hemas manufacturing has 5 sectors – fmcg /health care /leisure /transportation and new ventures. is it okay if i only talk about marketing strategies of fmcg as it is the largest sector of hemas? but when referring to their annual report, healthcare sector and fmcg have equally contributed to the overall revenue of hemas. do i have to talk about the both fmcg and healthcare sectors because of that?October 11, 2017 at 1:48 pm
I am not sure why you are so hung up on this one company (you work for them / know someone who does / or have found a marketing report or something about a particular product of theirs?). You are however approaching this the wrong way. You need to read up generally about marketing strategies and familiarise yourself with marketing concepts. Then in the light of being more knowledgeable about what marketing is and the topic, choose a company that fits the topic brief more appropriately and will easier to cope with.October 27, 2017 at 10:58 am
Hi @trephena. May I also have a copy of the document as I am finding it challenging narrowing down the focus and understanding what the markers will be looking for.October 27, 2017 at 2:33 pm
Can anyone please help?
As far as I know, topic 18 doesn’t require a comparator analysis, but is it beneficial to have one in the project? The main bit I am concerning is the word limit. If I add one in my project, I may exceed the limit, by which means I need to delete other stuff.
Many thanksOctober 30, 2017 at 7:54 am
Your understanding is correct.
However it may be useful in places to compare your organisation’s strategies with those of another company (or companies). For example in some of the 4Ps of marketing where their policies seem to be different or where comparing the effectiveness of the strategies looking at marketing costs to revenue and profit trends.
I cannot be prescriptive however where it will enhance your analysis, such comparisons could be helpful and strengthen your evaluationOctober 31, 2017 at 9:26 pm
I am still valuating with Topic should I base my RAP and when I read the forum about topic 18 “Review of Marketing Strategy of and organization and its effectiveness” and I found this topic interesting but a challenging at the same time as I do not have any marketing background
Said that, my concern is whether I will be able to prepare a RAP about an argument which I have never studied for.
Additionally, can I choose any of the company for topic 18 or I have to select one of the companies from the company sector provided in the information Pack(as per topic 8)
Unfortunately, my first choice (Topic 6) is being still pending as my company has not provided their approval to access to primary and secondary information
Topic 8 became a bit challenging when come to choose the company to evaluate.
For topic 18 I was thinking of evaluation Ryanair marketing strategy, but I have to consider whether the information can be available or not.
Thanks for your response
GabriellaNovember 1, 2017 at 8:02 am
You are right Gabriiella, Topic 18 can be very interesting if the appropriate company is chosen.
There is no restriction on use of company provided there is material on it publically available. You would need to read up on basic marketing concepts and understand some of the models (e.g. 4/7 Ps of marketing, Ansoff, Boston Consulting Group Matrix) -some are more relevant than others as it depends on which company is chosen and its particular products and services.
In this respect I don’t think Ryanair would be a very good choice. However Brush Airways would be. The reason I say this is that from a marketing perspective there are some good areas to explore. For a start Ryanair tends to offer a basic ‘product’ (technically one type of service) whereas BA has categorised and segregated the market: on shorthaul routes it has economy and ‘Club Europe’ (business class) on longhaul flights it has 4 types of service: economy ( World Traveller), premium economy (World Traveller Plus), Business Class (Club World) and First.
BA is part of the International Airline Group which includes Iberia and has tie-ins with other specific overseas airlines in what is called ‘One World Alliance’ so these companies promote each other other and dovetail their services (e.g. if you search on BA.com for services from London to Tokyo you will be offered both direct BA flights, some JAL direct flights and some flights via Finland with Finnair – as UK flights to Japan take the Polar route to Japan as due to the curvature of the world it is much quicker than flying across the Middle and Far East) IAG also owns a couple of low cost airlines which would compete head to head on with Ryanair on some routes.
So if you choose this topic and the right company there is lots of interesting research and potentially if covered well (The 7 Ps of Marketing and discussing product differentiation and market segmentation), it could get a very good grade.November 1, 2017 at 3:12 pm
Your thoughts are very motivating.
However, do you think that even a person with not background in marketing could deliver a good RAP?
Thanks and Regards
GabriellaJanuary 18, 2018 at 11:52 am
I chose topic 18 for my rap and my mentor has as me to write introduction and background of the company that l chose on the background my understanding is l have to include the type of business,ownership,location,company history, mission statement and products and services as well as the vision and the mission statement of the company.
as for the introduction l think l am a bit lost there.is it introducing my topic..l just need rough ideas of what to include
thank in advanceJanuary 19, 2018 at 7:02 am
This background needs to be brief. For 2 reasons: repeating statements about something does not provide any real ‘ original academic value’ to your work (unlike the analysis and evaluation which do) and also if you over elaborate on introductory sections you may use up your word count which is better used on the evaluation (as that is more likely to influence the grade).
What the company does, its main products/ services, competitors are essential, ownership perhaps in terms of is it part of a much bigger group?; its detailed history probably not, so just how long it has been going and keep this bit brief (think as you write – what is the connection between this and its marketing strategies?) Things like its mission statement, vision, location etc. may come out in the evaluation (so don’t bore the marker here and repetition is a complete waste of words). Then go on to say why you chose it. Then move on to your objectives.January 19, 2018 at 5:23 pm
Thank you Trephena ..you ideas really help..May l also have the document you mentioned other time l just want to get more understanding of the topic and what the marker look at..my email address is email@example.comApril 25, 2018 at 6:23 am
I’m new to this forum and was about to start my RAP on topic 18.
I read the advices you gave to others, would like to know if airline industry is good to start of with and would like to know if i could get a copy of the document that you mentioned previously to understand the topic better.
Lastly, I would like to know if it is good to have too many objectives (More than 4)? or an estimated number of objectives (2-4) will be good enough?
Thanks in advanced.April 25, 2018 at 7:40 pm
Re the article you must email me at opentuition.com about this. ( Trephena@ ) giving your full name and student registration number.
Four objectives may be sufficient -it is hard to say as it is a case of ‘how long is a piece of string?’ You could always expand the objectives if you find at the end you have covered more than you anticipated at the start.April 26, 2018 at 7:41 am
Thanks for the reply. is it possible to email me at firstname.lastname@example.org so i could provide you the info. I couldnt find the link that is linking to your email.April 26, 2018 at 10:16 am
BTW An airline could be a good organisation to choose for this topic – you would need to look at its target market(s) and consider how it applies the 4 / 7 Ps of marketing to such markets. For example there would be a world of difference between the Ps for Ryanair and Emirates and their marketing strategies would be completely different.
With my email address simply out the two parts given in my post together (if full email addresses are given then they can be picked up by spammers so I have to do it like this )April 28, 2018 at 4:11 pm
That’s because you have to put the two parts of the email address together ! (If email addresses are posted on the forum then they are used by robotic spammers but automatic scanners can’t usually detect this and pick the email address out if the two parts are separated )
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