BTEC Centre
Guangdong AIB Polytechnic College
Unit
Unit 19: Marketing Planning
Class
2011 HND Marketing
Assignment
A1: Compiling Marketing Audits and Examining Barriers in Marketing
Date issued
Apr 28, 2014
Date deadline
Apr 19, 2014
Tutor
BAO Yinglei
IV
QIU Ling
Declaration:
I am aware that cheating and plagiarism will not be tolerated in any assignment and that this work complies with the requirements.
Student’s Signature: (In Pinyin) (In Chinese)
Class: Student No.:
Learning Outcomes
1.Be able to compile marketing audits
1.1 Review changing perspectives in marketing planning.
1.2 Evaluate an organization’s capability
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As a starting point, you decide to solve the following problems firstly:
Review changing perspectives in marketing planning.
(Outcome 1.1)
Examine techniques for organizational auditing and for analyzing external factors that affect marketing planning.
(Outcome 1.3)
(This provides evidence for outcome 1 – assessment criteria 1.1& 1.3)
Secondly, you decide to study the following case to help understand environmental analysis tools then:
Over six decades, IKEA went from the woods of southern Sweden to being a major retail experience in 36 countries around the world. When IKEA comes to the 1960s, first IKEA stores opened outside Sweden in Norway and Denmark. IKEA undergoes rapid expansion in the 1970s. First store opened outside Scandinavia in Switzerland. More stores followed in subsequent years in Germany, Australia, Canada, Austria and the Netherlands. USA and UK opened first store in the 1980s. Stores opened in Hungary, Poland, Czech Republic, Unites Arab Emirates, Spain and China in the 1990s. Stores opened in Russia and Japan in the 2000s.
The Swedish IKEA Group has become the world 's largest furniture, household goods business, selling mainly includes seating/sofa series, office supplies, bedroom series, Kitchen, Lighting series, textiles, cooking utensils, housing and storage series, children 's products, etc. about 10,000 products.
IKEA
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To achieve competency in this unit you must complete the following assessment items. All tasks must be submitted together. Tick the boxes to show that each task is attached. Task 1. Marketing Plan Review Task 2. Conduct a Marketing Audit Task 3. Knowledge Test
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