Unit 19 Assignment Brief Marketing Planning February 2014 moderated by NN

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Pearson BTEC Level 5 HND in Business (QCF)
Unit 19: Marketing Planning (QCF. L5)

Session February 2014
Course work (Word limit 3500)

HND Assignment Brief

Programme title

ML955 Pearson BTEC Level 5 HND in Business

Unit number and title

Unit 19

Marketing Planning

Assignment number and title

1 of 1

McDonald’s: Repositioning the Golden Arches

Mo Willan

Module Leader
Student name
Assessor (receiving the work)

Dr Mo Willan, Richard West, Abu Naser

Issue date

February 2014


Written Work:
02-07 June 2014





Work submitted after the deadline, and within 2 weeks of the deadline, will be capped at a Merit grade unless extenuating circumstances apply- see programme handbook for further information. Work submitted later than two weeks after the deadline will not be accepted.

Feedback will be available within 3 weeks of the submission date.

Late submission:


Number of tasks

Submission dates

There are four tasks regarding the individual written report – all in report format


Task 1 Question on role and barriers to marketing planning
Task 2 Question on macro-environmental analysis and
proposing of SMART objectives
Task 3 Question on marketing strategies and application of
marketing mix elements
Task 4 Question on impact of ethical issues on marketing
planning activities

General Guidelines

The work you submit must be in your own words. If you use a quote or an illustration from somewhere you must give the source.
Include a bibliography at the end of your document. You must give all your sources of information.
Make sure your work is clearly presented and that you use correct grammar. Wherever possible use a word processor and its “spell-checker”.

Introduction and
background notes
(vocational context)

This unit will be assessed by Course Assignment and Time Constraint Assessment based on written Examination
The attached case study of McDonald’s: Repositioning the Golden Arches is set to examine learning outcome 1 – 4 of marketing planning (page 7 -9) You will be required to demonstrate that you have a good knowledge and understanding of the concepts and process of marketing, planning, including any barriers to planning and issues of implementing the plan including ethical issues.





What you must do
Based on the information given in the case study, you are required to answer the following questions. Each answer must address the task, and provide an analysis supported by marketing planning theory with example and acknowledging source of information. Total word limit is 3,500 words; your assignment should be at least 3,000 words in length.

Task 1 (LO1)

Using appropriate marketing audit frameworks, identify and analyse MacDonald’s micro and macro-environments in order to determine the key factors that can influence McDonald’s marketing activities and their likely implications on the firm.

(1.1, 1.2, 1.3

Task 2 (LO2)

Explain the potential barriers to MacDonald’s marketing planning activities and propose solutions for overcoming the barriers identified. Task 3 (LO3)

Based on your analysis in Task 1, develop a marketing plan for the launch of a new product / service for MacDonald’s. The marketing plan should include the following:
a) Propose and develop SMART marketing objectives for the new product / Service
b) Development of appropriate marketing strategies that will lead to the achievement of the specified marketing objectives for the new product / service.
c) Application of the marketing mix elements to support the new product / service

2/L02 (2.1,

(3.4, 3.5)

Task 4 (LO4)

Examine the ethical issues that can affect the marketing activities of MacDonald’s and discuss how these can impact...
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