Page 16 - CIMA OCS Workbook May 2019 - Day 1 Tasks

CIMA MAY 2019 – OPERATIONAL CASE STUDY

EXERCISE 3 (MARKETING)

TRIGGER

This morning you receive the following email.

To: You
From: Melanie Tan (Sales and Marketing Director)
Sent: Today
Subject: Marketing

We have a director’s meeting next week to discuss how we will be taking VitaMine 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 realm of the internet where so
many people nowadays are turning to get information about health and nutrition.

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
VitaMine. 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, all the while bearing in
mind our aim to focus more on the internet side of things.

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 Melanie Tan’s points.
(Time allowed: 30 minutes)

34 KAPLAN PUBLISHING