Page 16 - CIMA MCS Workbook August 2018 - Day 2 Tasks

CIMA NOVEMBER 2018 – OPERATIONAL CASE STUDY

EXERCISE 3 (MARKETING)

TRIGGER

This morning you receive the following email.

To: You
From: Jessica Treewood (Marketing Director)
Sent: Today
Subject: Marketing

We have a director’s meeting next week to discuss how we will be taking GymFiT forward over the
next year. I am currently producing a briefing document presenting how we can better use marketing
to boost our market share. Following the recent Johnny Wren campaign, I know that the rest of the
senior management team will be reluctant to have as high a high promotional spend in the coming
year.

Since joining GymFiT, I have identified a number of areas that could be improved as far as marketing is
concerned. I have already rolled out several initiatives here at GymFiT that proved to be effective at
the gym I used to work at, before I started here. There are, however, still some weaknesses in our
approach and I would like your input into this area. I understand that you have experience of the
marketing mix as part of your professional qualifications.

I am 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.

Therefore, I would like you to briefly run through the marketing mix (4P's) as it currently applies to
GymFiT and present some thoughts (two ideas per category would be very helpful) as to how it can be
adapted under each category to make it more effective.

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 Jessica Treewood’s points.
(Time allowed: 36 minutes)

36 KAPLAN PUBLISHING