Marketing and Markets in a Digital World

This assignment assesses K1, K2, K3, S1 and S2
For this assessment you will critically examine the following organisation:
Print Cakes
https://www.printcakes.co.uk
Guidance on the word count is indicated for each section below.
Assessment Overview
You are to research, evaluate the marketing activity undertaken by Print Cakes. In doing so, you will prepare a case study providing an overview of Print Cakes’ current marketing activity and a report evaluating a potential market opportunity and recommending relevant marketing strategy. A key focus of both will be discussion on how marketing activity and the market is influenced by current technology.
3
Case study 1,500 words – should identify and critically evaluate the following aspects:
• Brief company overview and mission statement.
• Evaluate the core offering, what are the customer ‘’needs and wants, ‘jobs to be done’, and how are these currently satisfied through the provision of the marketing mix.
• Evaluate whether the organisation demonstrates a ‘marketing orientation’
• With reference to the 4.0 and MarTech technologies studied on the module critically evaluate to what extent technology influences the company’s marketing approaches and how this links to the delivery of value.
To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources.
Individual Business Report (2,500 words) Executive Summary – short summary – the whole report (100 words)
• Introduction Statement of problem or context.
• Main report
• Identify a new opportunity for Print Cakes presented by the external environment. This can be a new product, service enhancement or a technological innovation to enhance the company’s marketing activity (or a combination of these opportunities).
• STP – In response to the above, critically evaluate and make recommendations on the organisation’s approach to STP. Identify a relevant target group and develop a detailed ‘customer persona’. This should be supported with a *primary research interview / interviews or appropriately referenced secondary research.
• Recommendations- With application to the marketing process and customer journey mapping theory, recommend a value driven marketing strategy identifying how the organisation will engage with this customer group. Support this section with a Customer Journey Map.
• Conclusion – short summary of how value is created for the organisation and customer. (300 words)
• References
• Appendices
To demonstrate application of marketing theory, organisational and contextual accuracy, the case study and report should be supported with referenced evidence from a range of credible academic and practitioner sources.