Unit 27 OCR Nationals –

LEVEL 3
Kick Start
Well you asked...
n There are no Model Assignments for
any of the Units beyond the
compulsories, so this is me looking at
the content and trying to make
something fit.
n If you can think of something better,
do let me know!
n In the meantime...
Scenario
n WHSmith Ltd has been historically a
very successful high-street trader in
the UK. More recently the business
has struggled, and they have hired a
research team to investigate how
their competitors have gained so
much market share.
AO1Recognise how eMarketing
can benefit businesses &
marketing
n Identify ONE of the companys
competitors, examples listed below,
and investigate how eMarketing has
helped that organisation gain market
share over the past 5 years.
n Competitors:
n Amazon.co.uk; booksonline.co.uk,
tesco.com
n Focus on the 7Ps in your response


n HINTS TO HELP FOLLOW...

AO1Recognise how eMarketing
can benefit businesses &
marketing
n The 7 Ps are:
n PRODUCT
n Function; quality; appearance;
packaging; brand; service; support;
warranty
n PRICE
n List price; allowances; discounts;
financing; leasing options; allowances
n PLACE
n Locations; logistics; channel members;
channel motivation; market coverage;
service levels; Internet and cellular
phone
AO2 Present clearly to an audience (ME) the
advantages & disadvantages of specific
tactical e-tools
n Design a presentation to be given in
class identifying the benefits and
drawbacks of the use of tactical e-
tools, ideally using your chosen
company
WHAT? for examples.
Website use
Opt-in email lists
Banner ads
Virtual exhibitions

WHERE
Cellular phones/services (WAP)
Interactive
Oh yeah TV have to present this one – I’ll record it!
– you actually
Digital radio
Kiosks (internet/email/phone/ATM)
 Now the rest of the Unit focuses on

WHSMITH LIMITED
AO3: Identify the objectives of the
selected business, based on a detailed
market analysis
n Conduct research into the business of
your choice – identifying the
objectives (go a bit further than
‘making money’, OK?) Explain which
organisation you’ve picked, give
some background...
n PASS: use SWOT, PEST or marketing
models
n MERIT & DISTINCTION: use SWOT,
PEST & marketing models (detail
decides level)
n HINTS TO HELP FOLLOW...
AO3: Identify the objectives of the
selected business, based on a detailed
market analysis
n SWOT: Strengths, Weaknesses,
opportunities, Threats
n PEST: Political, Economic, Social,
Technological
n Merit & Distinction targets? The above
PLUS...
AO3: Identify the objectives of the
selected business, based on a detailed
market analysis
MERIT & DISTINCTION ALSO INCLUDE:

n Porter’s 5 Forces: Threat of

competition from new organisations,
supplier power, buyer power,
availability of substitute products,
other existing competitors
n Marketing models such as Boston,
Ansoff, Product Life Cycle
n
AO4: recommend an eMarketing strategy by
which the objectives of the selected business
can be met
n Put together a research paper that
explains how the organisation could
use eMarketing to meet its
objectives.
n Include details of all research
sources used
n


n HINTS TO HELP FOLLOW

AO4: recommend an eMarketing strategy by
which the objectives of the selected business
can be met
n Just to get a look-in at grades you
need to look in detail at strategies
such as:
n STOP
n SEGMENTATION (how the market is
partitioned)
n TARGET MARKETS (what target markets
are chosen and who is the ‘ideal’
customer)
n OBJECTIVES (strategy has to fulfil them,
right?)
n POSITIONING of the product/service and
the overall proposition
AO4: recommend an eMarketing strategy by
which the objectives of the selected business
can be met
n SIT
n STAGES (is there a sequesnce or set of
stages?)
n INTEGRATION (does it all fit together
smoothly)
n TOOLS (on the Net, IDTV, WAP...)
n TAC
n TACTICS (what are we doing? When? For
how long? – e.g. Gantt charts)
n ACTIONS (details of the tactics)
n CONTROL (monitoring, measuring,
feedback)
n

n Good grief – is this what you Business

AO5: Make detailed proposals for the content
of a website for the selected business

n This DOESN’T have to be a fully-

functioning website!
n Could be:
n Hand drawn screens of information
(storyboards)
n Slide presentation with hyperlinks
n DTP documents
n An actual website
n NB INCLUDE MEDIA OBJECTS – Flash/
rollovers/multimedia bits & pieces...)

AO6 Present a rationale for the proposed
eMarketing strategy for the selected business

n In presentation format justify how your

strategy:
n Meets customers’ needs
n Generates customer interest &
interaction
n Will benefit the performance of the
business


n Grade details over...

AO6 Present a rationale for the proposed
eMarketing strategy for the selected business

n Pass – some consideration of business

& customer needs
n Merit – strategy includes illustrative
examples and links to business &
customer needs
n Distinction – strategy includes
explanation of illustrative examples
and clearly meets the needs of
customer and business.
The (not so) small print
n The final, final, FINAL, FINAL deadline
is
 5PM
 FRIDAY

 JANUARY

 15TH

 2010

n Do NOT even think about asking for an