Functional areas: Marketing |
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Stretch & challenge: Can you give actual examples of the tasks they may undertake.
Key term
The role of the Marketing functional area is to anticipate and identify the needs of the businesses target market and ensure the business meets those needs.
The role of the Marketing functional area is to anticipate and identify the needs of the businesses target market and ensure the business meets those needs.
Case study
Fizz & Burp (FaB) are a small independent UK soft drink manufacturer. They operate in the highly competitive UK soft drink market, valued at £18 billion p/a. The market is due to face a large shake up with the introduction of a tax on the amount of sugar in soft drinks and FaB want to take advantage of this change by introducing a drink that attracts new customers. You are to act as the Marketing functional area for this new drink.
Fizz & Burp (FaB) are a small independent UK soft drink manufacturer. They operate in the highly competitive UK soft drink market, valued at £18 billion p/a. The market is due to face a large shake up with the introduction of a tax on the amount of sugar in soft drinks and FaB want to take advantage of this change by introducing a drink that attracts new customers. You are to act as the Marketing functional area for this new drink.
Task 2
Your first task is to find out what potential customers want. Full sugar soft drinks task better, but are less healthy and will cost an average of 30% more after the introduction of the sugar tax. FaB want to target teenagers and they are the customers of tomorrow. Find out if this target market are would prefer cheaper low sugar drinks or a more expensive high sugar, high taste alternative. |
Task 3
Now you have identified the needs and wants of your target market, it is time to put together a proposal for the new drink. Create a marketing mix explaining:
Now you have identified the needs and wants of your target market, it is time to put together a proposal for the new drink. Create a marketing mix explaining: