Marketing Planning and Practice

Marketing Planning and Practice
UMKDQD-15-2

Week 4 Tutorial
Presented by
MPP Teaching Team
w/c 1 March 2021

Plan for Today’s Tutorial
Presenting your insight analysis
Opportunity for any questions arising from your research to date

Insight Analysis
In week 2 webinar we briefly considered how to present the insight analysis
You need to understand how best to organise your information
The models must appear in the appendix

Presenting the Insight Section
Insight is a summary of the key factors and issues facing an organisation based on an understanding of its category/industry
Whilst it is ultimately up to you how you structure the insight section, here is some guidance
Paragraphs of synthesised information
Using headings (macro-/micro-environment)
By theme
By challenge/opportunity

The Insight Section – Some Do’s and Don’ts
Do ensure the focus of your insight analysis is the external environment
Whilst this is an organisational insight section you need to be outward not inward focused. If you write predominantly about the organisation you won’t be alert to the changes that may affect the organisation in the future.
Do make sure you select a range of issues/factors which you think are having/going to have an impact
Do underpin with sources all your points in the main body – evidence your decisions

The Insight Section – Some Do’s and Don’ts
Don’t place your models in the main body – put them in the appendix
Whilst you can use sub-headings to make your findings clear, don’t just reproduce the headings used in macro and micro analysis to write your points – aim to bring the information together to make it more meaningful

The Insight Section – Example
The UK baby food market is worth an estimated £360 million, with the market being dominated by four main players; EK, Cow & Gate, Heinz and Hipp. EK are market leaders having enjoyed 33% market share in 2017 (Mintel, 2018a). The market has seen limited value growth over the past year, hindered by declining volume sales. This trend is expected to continue, a projected 2.2% fall in the number of women at key childbearing years will have a negative impact on birth rates, therefore potentially hampering baby food volume sales (Mintel, 2018b).

Macro
Micro
Internal (organisational)

The Insight Section – Marking Criteria
Insight – summarised overview of the most important factors and key issues faced by the organisation supported with appropriate theories/models and analysis (30%). Approx 1000 words.
Based on breadth of research
Range of sources
Identification of key relevant factors
Meaningful understanding of what you’ve found

The Challenge/Opportunity
At the end of the insight section you need to make a decision

Section 3 of the assignment brief
One challenge or opportunity, based upon the preceding insight analysis which the marketing plan will address
State this and briefly explain why you’ve chosen it

Next Week
We will consider strategy and how it will guide the direction of your plan
Aim to complete your insight analysis this week
Write marketing objectives (see lecture and webinar to help)

10

Any Questions?