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Question: MARKETING ASSIGNMENT 1
“ACTIF”
“Actif” is a small UK -based independent travel agent (registered with ABTA) which
specialises in alpine sports holidays via direct marketing. They are v ell established and have an excellent reputation. They currently position themselves as providing 'alpine sports holidays for the discerning enthusiast' and the majority of their clients, they claim are young upmarket and single people.
Holidays from Actif comprise of small high-quality hotels offering luxury
accommodation and excellent cuisine, Actif also arrange an extensive range of sporting services through their extensive network of providers.
However, this market t is now showing trends of generally moving m re upmarket and
even the large travel operators are now offering luxury rooms with good food in their
larger hotels. Consequently the gap in the market which they currently enjoy is
subsequently being eroded and Actif are concerned about the hitherto loyal customers
switching to the larger operators who are offering a comparable experience and saving up to 20% of their holiday cost.
Actif have turned to you, a Marketing Consultant to advise them specifically on their
segmentation, targeting and positioning strategy.
TASKS
As a Marketing Consultant you have been asked to write a report to include the
following:

1. Consider the market of Actif and present to your client their key segment
groups providing a clear rationale for your choice of variables.
2. Outline to your client the benefits of a clear targeting and positioning strategy;
present a positioning map to help clarify your answer.
3. Provide your client with a list of key measures which could be implemented in
order to compete effectively with their competition.

Answer: Marketing Segmentation: Marketing Segmentation is known as a process that divides the total market into several relatively homogeneous groups. This process is...


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 2nd/3rd
  • Mark: 73%
  • Words: 1854
  • Date submitted: April 20, 2009
  • Date written: April, 2008
  • References: Yes
  • Document type: Essay*
  • Essay ID: 1463

Question: “DO LOYALTY CARDS MAKE CUSTOMERS MORE LOYAL?”

AN INVESTIGATION INTO THE USE OF LOYALTY CARD SCHEMES AS A STRATEGIC MARKETING TOOL TO MAKE CUSTOMERS MORE LOYAL TOWARDS GROCERY RETAILERS; WITH FOCUS ON THE SUCCESS OF TESCO CLUBCARD.

Answer: 1.0 Introduction 1.1 Rationale In today’s hyper-competitive environment, loyalty is critically important to businesses and is a vital key to increased profitability...


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 2nd/3rd
  • Mark: 72%
  • Words: 10856
  • Date submitted: May 14, 2009
  • Date written: April, 2008
  • References: Yes
  • Document type: Dissertation
  • Essay ID: 1551

Question: Why is marketing required for new, entrepreneurial ventures very different to that required for mature, larger firms? Provide suggestions as to how entrepreneurs can successfully utilise marketing as a tool to gain competitive advantage. 2:1 Grade.

Answer: Large mature corporations with international domination have become commonplace in recent times, with a global market becoming the norm. However, despite the...


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 2nd/3rd
  • Mark: 69%
  • Words: 3148
  • Date submitted: October 15, 2013
  • Date written: March, 2012
  • References: Yes
  • Document type: Essay*
  • Essay ID: 5100

Question: MARKETING ASSIGNMENT 2
'SANDRA'S SANDWICHES'

Sandra's Sandwiches is a small sandwich shop situated among a row of shops on a busy trunk road in London. Open from 7.30 a.m. until 3 p.m., it sells 'traditional freshly-filled
sandwiches and rolls' using fillings made on the premises by Sandra and her assistant. In the morning hot bacon, sausage and egg sandwiches are also available. Prices start at 95p (egg mayonnaise) and the most expensive sandwich, 'The Big Breakfast' is £1.95.
The shop is located near a large office block as well as residential houses and the majority of its customers are from the large .office block who buy their sandwiches on the way to work or at lunch time. The remainder of the customers are casual passing trade as, conveniently, there is a nearby parking/stopping place.

Up until now, Sandra's Sandwiches has enjoyed being the only provider of sandwiches in the nearby vicinity. However, Roberto, the owner and baker at 'Continental Bakers and
Delicatessen' and also situated on the row has recently decided to extend his product range to provide freshly filled foccacia and ciabatta breads with continental' fillings such as tomato and mozarella, pastrami ham, etc. Roberto believes this will appeal to the local market and 'cash in' on the trend for Mediterranean-type foods. Prices for-Roberto's sandwiches' range from £1.30 (tomato and mozarella in ciabatta) to £2.45 for the 'Mediterranean Medley'.

Obviously Sandra is extremely concerned of the likely impact on her business and has turned to you, a Marketing Consultant, for advice.

TASKS:
As a Marketing Consultant advising the owners, prepare a 1500 word report to include to
following:
1. Describe the New Product Development (NPD) process to your client and the
importance of NPD for continued business success. Provide some new product ideas
for your client to support your answer.
2. Describe the different pricing methods available. Advise your client of the most
appropriate pricing strategy for her products.
3. In the past, the majority of Sandra's trade has been made up of staff from the large
office block (situated nearby) and passing trade. What other methods of distribution
might Sandra consider?

Answer: New Product Development: New Product Development is known as a seven-phase process in which new product ideas are initiated, screened, commercially assessed...


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 2nd/3rd
  • Mark: 67%
  • Words: 2177
  • Date submitted: April 20, 2009
  • Date written: February, 2008
  • References: Yes
  • Document type: Essay*
  • Essay ID: 1462

Question: “Difference” in public relations research: A case for introducing Critical Race Theory

Answer: This paper refers to the study of Pompper (2005) entitled “Difference” in Public Relations Research: A Case for Introducing Critical Race Theory....


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 2nd/3rd
  • Mark: 66%
  • Words: 2558
  • Date submitted: July 03, 2009
  • Date written: January, 2007
  • References: Yes
  • Document type: Essay*
  • Essay ID: 1757

Question: The Advertising of the UK car industry and
its effects upon the buyer behaviour of the
consumer.

Answer: The focus of this dissertation is to look at the topic of advertising and consumer behaviour with particular emphasis upon how advertising...


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 2nd/3rd
  • Mark: 65%
  • Words: 9539
  • Date submitted: May 03, 2009
  • Date written: April, 2006
  • References: Yes
  • Document type: Dissertation
  • Essay ID: 1489

Question: Is Mass Marketing Dead?

Answer: Mass marketing provided a number of disadvantages. Costs for advertising slots were exceptionally high, meaning that small companies did not get a...


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 2nd/3rd
  • Mark: 65%
  • Words: 2919
  • Date submitted: April 13, 2009
  • Date written: October, 2006
  • References: Yes
  • Document type: Essay*
  • Essay ID: 1385

Question: Primary and Secondary Data Collection Methods Paper - Business Research Applications.

Answer: The term "secondary research" refers to using existing sources such as published reports, articles about industry trends or census data. Secondary research...


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 1st
  • Mark: 65%
  • Words: 593
  • Date submitted: April 13, 2009
  • Date written: Not available
  • References: Yes
  • Document type: Essay*
  • Essay ID: 1368

Question: Online Marketing And Small Organisations.

Answer: Marketing online has really taken off within the last ten years, “One million homes have gone online in the UK during April...


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  • Subject: BSc Business Information Technology
  • Course: Marketing
  • Level: Degree
  • Year: 2nd/3rd
  • Mark: 64%
  • Words: 12289
  • Date submitted: December 01, 2010
  • Date written: May, 2004
  • References: Yes
  • Document type: Dissertation
  • Essay ID: 3522

Question: How may the packaging of a product be made environmentally friendly?

Answer: In recent years the packaging industry has felt the impact of the green challenge. Product packaging has been subjected to fierce criticism...


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  • Subject: Business and Management
  • Course: Marketing
  • Level: Degree
  • Year: 1st
  • Mark: 64%
  • Words: 1928
  • Date submitted: May 01, 2009
  • Date written: April, 2003
  • References: Yes
  • Document type: Essay*
  • Essay ID: 1477

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