Length: 3,000 (+/10%) words excluding references, figures, and tables;
appendices should be used where appropriate
Part One: (2250 words)
Company and Product Background:
ACME Smoothies UK is based in Hull. ACME Smoothies claim to offer an
exclusive and unique smoothie experience. The founder, Joe Blogs, is a trained
chef and nutriConist, who regularly visits locaCons where exoCc fruit can be
sourced to search out new flavours and ingredients. However Joe has very liGle
business experience. But believes that the ingredients and the way they are
mixed can offer a truly different and innovaCve consumpCon experience for
consumers wanCng a new taste sensaCon.
ACME has developed a range of smoothies and wishes to launch these in the HK
market. ACME’s founder, Joe Bloggs, has no experience in trading in HK and has
Create an ABRIDGED MarkeCng plan that examines the iniCal markeCng campaign and
advise how the company should introduce ACME Smoothies into the HK market place.
You have the freedom to determine the parameters of the campaign. In producing your
markeCng plan, please pay parCcular aGenCon to the following four criCcal areas.
Who is ACME’s target market? What customer needs should ACME address? What value is
given to customers?
What would be ACME key differenCaCon/posiConing? Why would you think this
differenCaCon/posiConing would be successful?
How should ACME go about communicaCng with their customers? Please discuss the nature
of its message, its tone and desired response.
How would ACME go about pricing its products?
How would ACME ensure that the customers get the product?
Your recommendaCons should be jusCfied through careful consideraCon. In other words,
you should demonstrate that you have applied markeCng tools in your analysis, and the
output of such analysis should be shown in the appendix.
Part Two (750 words)
• Drawing upon a number of examples of your choosing, demonstrate how the web can
be used to vary the price element of the markeDng mix. Conclude by assessing
whether, based upon your analysis, the web consDtutes a disrupDve innovaDon for
markeDng. Please remember that you should only select a single element of the
MarkeDng mix, say for example price or place but not both.
• Your essay must show how theoreCcal foundaCons can be applied in pracCcal
applicaCons. To succeed it is criCcal that you read both text books and journal arCcles
to see how others have used theories of MarkeCng you are wriCng about and use
their ideas to underpin your own arguments
• If you don’t include such arguments based on literature sources, properly referenced
in your work, you will fail this element.
• It must be wriGen in essay format and in accordance with the rules relaCng to using
Harvard referencing. This should be included as a subsecCon of the main report.
You need to use key analysis tools to examine the external operaCng environment,
and idenCfy the organisaCons markeCng response. You must base your analysis on
the use of a range of tools e.g. PEST, Porters 5 forces, BCG, PLC and others that are
All analysis using these models go in the report’s appendix (i.e. the applicaCon of each
model to examine say the organizaCon’s product poriolio).
By undertaking a deep analysis of the business you should be able idenCfy and discuss
the key themes and state what their implica[ons are i.e. how they will impact on the
markeCng acCviCes of the organizaCon. Only the outcome (implicaCons) of the
analysis should be discussed in the main body.
You may use SWOT to summarize key themes. This must then result in the
idenCficaCon of matching strategies that feed through into you recommendaCons
Part A to be wriGen as a standard markeCng plan in report format, part B to be
wriGen as an essay
Excessive usage of company produced material within the main body (10%+ of total
word count) is poor academic pracCce and may result in the award of a fail mark.