Page 15 - CIMA OCS Workbook February 2019 - Day 2 Tasks

ORGANISATIONAL MANAGEMENT (E1) - PRACTICE TASKS

EXERCISE 3 (MARKETING)

TRIGGER

This morning you receive the following email.

To: You
From: Sally Gomez (Sales Director)
Sent: Today
Subject: Marketing

We have a director’s meeting next week to discuss how we will be taking Trigg Adventure forward
over the next year. I am currently producing a briefing document presenting how we can better use
marketing to boost our market share and increase visibility, particularly in the commercial sector
where we believe our products offer the best margins in the long-term. Despite the domestic market
for outdoor play equipment being in its mature stage, we hope to increase brand awareness and
further our ideas for product development.

I have identified a number of areas that could be improved as far as marketing is concerned. I am,
however, conscious that if I were to announce changes within the company without considering the
effects that this might have on all parts of the business then this could produce some disastrous
consequences to our brand that has been built up over many years.

I understand that you have experience of the marketing mix as part of your professional
qualifications.

Therefore, I would like you to briefly run through the marketing mix (4P's) as it currently applies to
Trigg Adventure, making a clear distinction between our domestic and commercial products. Please
also present some thoughts as to how each of the 4Ps can be adapted under each category to be
more effective. Two ideas per category would be very helpful, perhaps one relating to the domestic
market and one relating to the commercial market.

By collating your opinions and combining them with my own, we can hopefully formulate a marketing
strategy that will help to drive the business forward in the future.

Thank you for your assistance with this.

TASK

Prepare an email addressing Sally Gomez’s points.
(Time allowed: 30 minutes)

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