Scenario
:

Having recently graduated with a business degree specialising in marketing, you and a friend have decided to set up your own gelato (Italian ice-cream) business. After witnessing the success of some ice creamoperators, such as Gelatio Mio, Haagen-Dazs, you have decided to follow in a similar concept, but with some subtle improvements that will be geared towards consumers’ ever-changing needs. The plan is to start with one unit, and to expand after the first year to have as many as 5 new units opening during the second year.

The name you and your friend have come up with for this enterprise is Amor which is designed to convey the idea that the consumers will love the ice cream.

In order to be successful, a sound knowledge of basic marketing principles is needed. Extensive marketing research and planning will have to be carried out, including knowledge of consumers and the various ways to target them. Finally, an appropriate and meaningful marketing mix, showing the linkage between product, price, place, promotion will also have to be developed as part of the overall marketing plan.

Food businesses are notorious for their spectacular failure rate. One of the keys to running a successful business is to thoroughly understand who your customers are, know what they are looking for and to be able to meet their needs better than competitors can.

 
.

Task 1 Core Concepts

In order to get off to a solid start, you and your friend decide to refresh yourselves in the basics of marketing. You agree to produce a document (max 1,000 words) which will achieve this purpose, plus can be used as a training tool for employees as they come on board. The document should cover the following:

a)  

A brief discussion on the key marketing concepts

b)  

Identification and explanation of various marketing techniques that will be used in Amor

c)   

For comparison and benchmarking purposes, examples of marketing techniques used in another organisation

d)  

Examples of the constraints and limitations (legal and voluntary)that you and your partner must observe in the marketing of Amor

This provides evidence for:

P1.
Basic concepts of marketing, including marketing techniques

P2.
Limitations and constraints that must be observed in business

P3.  M
arketing research

Task 2.Business Plan

You must prepare a business plan before you can approach the bank to assist with finance.Such a plan normally comprises a number of sections, but here you are asked to report only on the following (in less than 1,000 words):

–         

Marketing Research
: the industry as a whole; who are the main competitors; reasons for their success; business location; USPs for Amor;etc.

–         

Marketing Planning
: various tools such as SWOT analysis, the PESTEL model, etc.; marketing objectives; strategies; etc.

–         

Customer Groups
: target markets for Amor; the concept of segmentation; how they can be targeted; preferences; changing trends; etc.

This provides evidence for:

P3.  Marketing research

P4
The marketing planning process

P5   Customer groups and the ways they can be targeted

Task 3
. Marketing Mix

Before you can launch your business, you need to develop a marketing mix for your product range. In less than 1,000 words:

a)  

Explain the concept and importance of the marketing mix

b)  

Design a marketing mix for Amor, highlighting the features of the 4 main elements (product, price, place, promotion) and the way they are geared to your target customers

This provides evidence for:

P5   Customer groups and the ways they can be targeted

P6   Develop a coherent and meaningful marketing mix

.

Click here to get this paper done by our professional writers at an affordable price!!