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timer Asked: May 7th, 2020

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Developing a Marketing Plan

word limit is 2500 words

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Turnitin report needed

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College of Banking and Financial Studies Assignment Brief – BTEC Higher National Diploma in Business (Level 5) Student Name /ID Number Unit Number and Title Unit 2 - Marketing Essentials - R/508/0486 Academic Year Spring 2020 Unit Assessor Mr. T.T.A. Rohanaraj / Mr. Hettiarachi N. Lakmal I. V. Name Mr. Vaheed Ubaidullah (LIVT) Assignment Title Developing a Marketing Plan Issue Date 15th of April 2020 Submission Date - Formative 23rd of May 2020 Submission Date - Summative One week from the date of formative feedback Submission Format: ASSIGNMENT: 1. The submission is in the form of individual student written report. This should be written in a concise, formal business style using single spacing and font size 12. 2. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. 3. Please also provide a bibliography using the Harvard referencing system. 4. The recommended word limit (excluding bibliography) is 1,500–2,000 words, although you will not be penalised for exceeding the total word limit. 5. The document must be submitted to turnitin in word document. 6. The file must be saved in the format: student First Name-ID-ME-Formative-A2, for formative submission and student First name-ID-ME-Summative-A2, for summative assignment. 7. In case of extenuating situations, the relevant college policies apply Unit Learning Outcomes: LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives. LO3: Develop and evaluate a basic marketing plan. . Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5 1 Assignment Brief and Guidance: Context: FROM RUBIES TO ROOMS – THE RISE OF BVLGARI HOTELS & RESORTS “Luxury isn’t an industry, it’s a lifestyle, a code that can be applied across hospitality, retail, travel and beyond. The most switched-on luxury brands know that their high-net-worth clientele do not compare a check-in experience at one hotel to that at another hotel, they compare it to the service they received at Cartier, Bentley or Louis Vuitton. It’s this understanding of excellence that allows truly innovative brands to crossover into new industries” From humble beginnings Founded in Rome by Sotirio Bulgari, the Bvlgari brand started out as a single jewellery store which opened on via Sistina in 1884. With early designs inspired by Byzantine and Islamic art as well as French trends, Bvlgari’s craftsmanship gained popularity across Europe. Throughout the 20th century, Bvlgari expanded and continued to balance innovation with design classics, opening stores around the world. Diversification into watches came in the 1970’s (with Bvlgari Time opening in Switzerland) as well as perfume, accessories and rings in the 1990’s. At the start of the 21st century, the Bvlgari brand entered the hotel industry through a joint venture with Luxury Group, part of Marriott International. The first hotel opened in Milan in 2004, followed by Bali (2006), London (2012), Beijing (2017), Dubai (2017) and Shanghai (2018). All properties feature the distinctive, bold and contemporary style of the brand. Excellence, the Bvlgari way The Service Concept at Bvlgari Hotels is ‘Informal yet Impeccable’, delivering a fresh approach to luxury. The location of each property has been specifically chosen for its prestige and prominence in that destination. Inside, Bvlgari have combined local culture and traditional design with Italian contemporary architecture, featuring commissioned works of art, rare materials and superior service – echoing their core values. Bvlgari Hotels & Resorts core values: – Authenticity – Pure Presence – Radiance – Grace – Integrity – Tradition of excellence Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5 2 Although they have a ‘chain’ of hotels, the localized interior design makes each one unique through bespoke touches, e.g. a garden-theme in Milan, or the brand’s heritage as a silversmith in London. The attention to detail is inspired, but is also translated across every element of the hotel, such as the pattern used on the curtains and headboards at Bvlgari Hotel London, which is abstracted from one of Bvlgari’s early brooch designs. Focusing on the guest experience When it opened in 2012, the London hotel in Knightsbridge was among the most expensive places to stay in the UK capital. With only 85 rooms and suites, the hotel’s strategy is to offer all guests a unique and personalised experience, with unrivalled room quality and exceptional hotel amenities, which supports the premium pricing. “At Bulgari Hotels and Resorts, we commit to enchanting our guests through inspired, radiant and graceful service.” As a new build hotel, the design of the property was focussed on providing exceptional guest experiences – the award-winning spa features a 25-m swimming pool – the longest of any hotel in London – while in the back of house, having kitchens on two floors for different purposes makes the serving process smoother and more efficient. Moving hospitality forward Bvlgari has a further three properties in the pipeline, which will create an additional 239 rooms. When you consider the average luxury hotel in the US has 320 rooms, you can see Bvlgari are staying true to their strategy of having a few, smaller properties that deliver on Bvlgari’s legacy of excellence Source: https://www.glion.edu/blog/rise-bvlgari-hotels-resorts/ Required Bvlgari Hotels and Resorts have chosen Oman as one of the locations for their new project. The group is planning to Open up an 80 room luxury hotel in Oman. You have been chosen as the Assistant Brand Manager for Bvlgari Hotels in Oman. The Senior Management has instructed you to study the macro and micro environment in Oman and Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives. Your plan should be in the form of a report, that need to be submitted to the senior management on 30th of May 2020. Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5 3 Learning Outcomes and Assessment Criteria LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives LO3 Develop and evaluate a basic marketing plan Pass P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives. Merit M3 Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved. P4 Produce and evaluate a basic marketing plan for an organisation. M4 Produce a detailed, coherent evidence-based marketing plan for an organization. Distinction LO2 & 3 D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives. PLEASE READ THIS PAGE CAREFULLY TO ENSURE YOU COVER WHAT IS REQUIRED TO SATISFY THE GRADE Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5 4 LEARNER ASSESSMENT SUBMISSION AND DECLARATION When submitting evidence for assessment, each learner must sign a declaration confirming that the work is their own. Please list the evidence submitted for each task. Indicate the page numbers where the evidence can be found or describe the nature of the evidence (e.g. video, illustration). Task ref. Evidence submitted Page numbers or description LO 2 LO 3 Additional comments to the Assessor: Learner declaration I certify that the work submitted for this assignment is my own. I have clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice. Learner signature: Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5 Date: 5 ASSESSMENT RECORD SHEET – FORMATIVE FEEDBACK Programme BTEC HND BUSINESS LEVEL 5 Learner name Assignment title Developing a Marketing Plan Assessor name Unit no. & title Unit 2 Marketing Essentials R/508/0486 Targeted learning aims/assessment criteria Mr. T.T.A. Rohanaraj / Mr. Hettiarachi N. Lakmal First Submission Deadline Targeted criteria Date submitted Criteria achieved Assessment comments P3 P4 M3 M4 D2 General comments Assessor declaration Assessor signature I certify that the evidence submitted for this assignment is the learner’s own. The learner has clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice. Date Date of feedback to learner Resubmission authorisation by Lead Internal Verifier* Date * All resubmissions must be authorised by the Lead Internal Verifier. Only one resubmission is possible per assignment, providing: ● The learner has met initial deadlines set in the assignment, or has met an agreed deadline extension. ● The tutor considers that the learner will be able to provide improved evidence without further guidance. ● Evidence submitted for assessment has been authenticated and accompanied by a signed and dated declaration of authenticity by the learner. **Any resubmission evidence must be submitted within 15 working days of receipt of results of assessment. Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5 6 ASSESSMENT RECORD SHEET - RESUBMISSION – SUMMATIVE FEEDBACK Deadline Targeted criteria Date submitted Criteria achieved Assessment comments P3 P4 M3 M4 D2 General comments Learner Declaration Learner signature Assessor declaration Assessor signature I certify that the evidence submitted for this assignment is my own. I have clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice. Date I certify that the evidence submitted for this assignment is the learner’s own. The learner has clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice. Date Date of feedback to learner Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5 7 ...
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