You are working as a marketing officer at BMW. You have been approached by BMW (the company is organizing a seminar in the UK), and they have invited you to be a part of the marketing panel in that seminar.

Assignment activity and guidance

You are working as a marketing officer at BMW. You have been approached by BMW (the company is organizing a seminar in the UK), and they have invited you to be a part of the marketing panel in that seminar. The seminar is aimed at introducing younger audiences to marketing as an exciting career pathway. You have been given a slot and have been asked to discuss and analyse the following areas:

Define marketing and explain the concept and role of marketing in the 21st century, and the roles in marketing concerning the marketing environment. (1)  Explain, by considering the above scenario, how the marketing function helps BMW shape and achieve its vision, mission, and purpose (2)

Explain the interrelationships between various functional units of an organization and marketing. Also, analyse the significance of the relationship between marketing and other functional units in BMW.

Critically analyse the external and internal environment in which the marketing function operates.

Submission Guidelines

The assignment is to be submitted as a briefing paper that can be presented in a format of your choice. The briefing paper must be clear and concise, stating what the problem/issue is, and include a summary of analysis and recommendations. All your work must be in the submission guidelines and referenced correctly using the Harvard referencing system. You also need to provide a bibliography using the Harvard referencing system. Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit for the briefing paper is a minimum of 1500–a maximum of 2500 words, although you will not be penalized for going under or exceeding the total word limit.

Unit  Learning   Outcomes

LO2 Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives.

Transferable skills and occupational competencies developed

Use appropriate business systems and software effectively to deliver marketing outcomes efficiently, for example, to analyse data, produce reports, and deliver a copy.Produce a wide range of creative and effective communications, showing ability to write and proofread clear and innovative copy and project briefs, and give confident presentations.Assimilate and analyse data and information from a range of sources to support marketing activities.Ability to analyse and evaluate a range of business data.Commercial acumen based on an awareness of the key drivers for business success.

Vocational scenario

Mercedes-Benz, renowned for its luxury vehicles and cutting-edge technology, is preparing to launch an all-new electric vehicle (EV) model as part of its ongoing commitment to sustainable innovation. With the automotive industry rapidly shifting toward electrification and eco-friendly technologies, Mercedes-Benz aims to strengthen its position as a leader in both luxury and sustainability. Mercedes-Benz leverages a mix of traditional and digital marketing channels, including television, print ads, social media, and influencer partnerships, to engage with a diverse consumer base. The company also participates in international auto shows and events held in the UK to highlight its latest models and advancements. Moreover, the company is preparing to launch a new electric vehicle (EV) as part of its transition toward sustainable and environmentally friendly transportation. Mercedes-Benz is committed to innovation, luxury, and sustainability, and this new EV model will reflect those values while competing with other leading EV manufacturers like Tesla and BMW. In your role as Junior Marketing Analyst at Mercedes-Benz, one of your key roles is to gather information on competitors to analyse their sales, prices, and methods of distribution and marketing to thoroughly learn about the competition. In conducting benchmarking analysis, the organization can identify where changes are to be made to improve performance.

Assignment activity and guidance

You have been tasked with conducting a benchmarking analysis to develop a compelling proposition for a new product line. In collaboration with your manager, you`ve identified the value in critically assessing marketing mix strategies among various businesses that offer luxury branded products. This approach, referred to as `process benchmarking’, aims to gain creative insights that will inform the development and launch of your new product.

Compare how Mercedes-Benz and the BMW and any other two organizations apply the marketing mix to the marketing planning process to achieve their business objectives(3).Review and evaluate the marketing strategies and tactical approaches adopted by each business and how they contribute to the success of the organizations in meeting their overall business objectives.

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Weblinks

The balance of small business. The elements of a marketing mix and how to use them effectively. Available at:

https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520

HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates]. Available at: https://blog.hubspot.com/marketing/marketing-mix

HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital   Presence.

Available at:  https://blog.hubspot.com/marketing/digital-strategy-guide