Download CIM strategy implementation Change programme

Delivering Customer Value through
Marketing
Colin Linton
Senior Examiner
Exam briefing
December 2013 / March 2014
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Introduction
Harley Davidson
Colin Linton
Senior Examiner
What is the point of the case study?
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It provides a structured approach to analysis and assimilation of information.
Students gain an understanding of the background, markets, products etc. of
featured markets and organisations.
To build an understanding of the key issues faced by a real organisation, ie.
Harley Davidson.
It helps to develop thinking about how the marketer might address the issues
identified.
Identify potential future direction.
Recommend how marketing can help.
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Before the examination
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Study the whole syllabus, reading widely.
Observe marketing in action; question and understand the marketing tools that
organisations are using.
Allow sufficient time for revision.
Analyse the case material.
Practise applying the pre-prepared analysis in answers.
Look at past exam papers to gain an understanding of the types of questions
set previously.
But do not ‘question spot’.
Read and digest previous senior examiner reports.
The examination – The Tasks
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Three tasks.
Task One is worth 50 marks.
Tasks Two and Three worth 25 marks each.
All tasks may be broken down.
All tasks are compulsory.
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The examination – Command words
- Answers should be analytical and evaluative.
- ‘Descriptions’ and ‘lists’ will be unacceptable.
- Most commonly used command words are:
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Evaluate.
Analyse.
Examine.
Discuss.
Explain.
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The most common failings in the examination
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1. Failing to answer the precise question set.
2. Failing to address the level of detail required.
3. Failing to apply the pre-prepared analysis in answers.
X X X
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Conducting the analysis
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Detailed examination of the case.
Dissect information.
Apply appropriate analytical tools.
Understand the issues.
Consider potential marketing actions.
What tools and models?
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Applying the analysis - How not to do it
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‘In this answer, the appropriate tools and models from my analysis are
figures 1.3, 2.3, 5.7, 9.4.’
‘The business will be impacted by the recession – please refer to my
PESTEL analysis (figure 4.2.2).’
XXX
Applying the analysis
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Be clear about which specific part of the analysis is being referred to.
Use your analysis to support and reinforce points made within your
answers.
- Use your analysis as a basis for recommendations.
- Your analysis must be applied in the context of the question, eg.
‘The global recession which has impacted the industry (please refer to my
PESTEL analysis figure 4.2.2, line 10) has influenced Harley Davidson’s
channel management by..........’
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Please note...
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Do not spend too long on your pre-prepared analysis (at the cost of
study/revision).
There are no marks for the pre-prepared analysis; marks are awarded
for applying the analysis within answers.
Use a wide range of analytical tools and models.
The pre-prepared analysis must not be used as a ‘crib sheet’ – may
be viewed as an irregularity.
Students must not submit identical analysis – as above.
Candidate’s role
To review, for the Board:
- Marketing communications planning and the use of
marketing communications tools.
- Channel management.
- New product development.
- Pricing.
- Delivering customer value and service.
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Candidate’s role – Marketing communications
You must be able to:
- Develop a marketing communications plan for
different customer segments.
- Select, explain and justify appropriate marketing
communications tools for different customer
segments.
- Explain how the effectiveness of different marketing
communications tools can be measured.
- Evaluate the use of technology in marketing
communications.
- Analyse the international considerations for marketing
communications.
- Consider issues impacting branding.
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Candidate’s role – Channel management
You must be able to:
- Explain various approaches to channel management.
- Examine the impact of the external environment on
the organisation’s channel management decisions.
- Evaluate stakeholders and their needs in relation to
the organisation’s channel management approach.
- Analyse international considerations for channel
management.
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Candidate’s role – Product management
You must be able to:
- Examine the importance of product management to
the organisation.
- Apply the new product development process in the
context of the organisation.
- Analyse the main international considerations relating
to product management.
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Candidate’s role – Pricing
You must be able to:
- Analyse the factors that are likely to influence the
organisation’s current and new products.
- Explain the relationship between pricing and value.
- Discuss the different approaches to pricing.
- Examine the international considerations for pricing.
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Candidate’s role – Customer value and service
You must be able to:
- Analyse how the organisation applies the marketing
mix (all seven elements) to deliver service to
customers.
- Explain how the organisation uses the marketing mix
(all seven elements) to deliver customer value.
- Examine service quality in the context of the
organisation’s key customer segments.
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Problem areas from previous sittings
To succeed you should avoid these shortcomings which have been a feature in
weaker answers from previous examinations:
- Poor/no use of the pre-prepared analysis.
- One very weak answer, suggesting insufficient preparation in one area of the
syllabus.
- Low level of detail in answers.
- Use of bullet points.
- Answers too generic, ie answers must relate to Harley Davidson.
- Case material is simply repeated in answers.
- Poor time management.
- Insufficient reference to theory.
- No evidence of wider reading.
- Little or no use of examples.
Some final points
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3.
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Do not waste time writing answers in report format, unless the questions
specifically ask for it.
Your pre-prepared analysis must contain detail about the case, ie. it must
not be a general ‘crib sheet’ of tools and models.
Do not exceed the maximum permissible page limit for your pre-prepared
analysis.
Your pre-prepared analysis must be your own work.
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Good luck