You work for Vision Marketing Ltd, and you have been asked to write a report to a potential new
client, Pen Chocolates UK Ltd, explaining the importance of marketing for a business and the
different types of marketing activities and strategies that maybe suitable for them.
Pen Chocolate UK Ltd is a business in the UK which produces a range of unique high quality chocolates
which it sells to customers through its website and its 18 retail shops across the UK. Pen Chocolates
would like to continue to expand its business in the UK and also expand into the rest of Europe. Pen
Chocolates wants Vision Marketing to help them to promote their products in the UK and in the new
European market.
Required: You must write a report which analyses and evaluates the use of marketing for a business,
and discusses the types of marketing activities and strategies that may be suitable for Pen
Chocolates.
Your report must include a discussion about the importance of marketing to the success of a business
(10 marks). You must identify and explain the advantages and disadvantages of moving into a new
market especially an overseas market (15 marks). You must discuss how good marketing can help to
overcome the problems associated with moving into a new market (10 marks). You must then identify,
suggest, recommend and explain some marketing strategies and/or activities which you believe would
be suitable for Pen Chocolates and you must justify your suggestions/recommendations and come to a
clear overall conclusion that answers the report question. (15 marks).
Additional Marks
Up to 10 marks for Analysis & Evaluation – key concepts, principles, points, arguments and ideas
identified and consequences analysed, logical and justified evaluation of arguments and points raised,
including clear links to research findings
Up to 10 marks for Research, Referencing & List of references – variety of sources,
appropriateness and reliability of sources used, format and use of referencing and list of references
Up to 10 marks for Report Structure and format – Overall appropriate report structure and
format, organisation and flow of points & arguments, overall meaning conveyed to the reader
Report 80 Total Marks
The number of words expected for the report are between 1500 – 1800 words. Non compliance with
the word limit will be penalised. A clear report format must be used. You will lose marks if you have
not used a report format.
All information from your sources must be clearly referenced and a list of references created.
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