Task 1 —20 Marks
a) Consider the current situation at Highbury English Language School, with particular reference to the business’s strengths and weaknesses. The loss of the Mazubishi contract is clearly a threat to his business, but how could it be seen as an opportunity? (8 marks)
b) Explaining any assumptions you make, use the PESTLE model to summarise and evaluate the main factors which Kevin should consider when formulating his marketing plan. (12 marks)
Task 2 —35 Marks
a) Addressing each section of Ansoff s Matrix, discuss the options open to Highbury English Language School. (8 marks) b) Identify what you think are the business’ brand attributes and discuss whether Highbury English Language School should build on existing brand strengths or create a new brand proposition if it is to succeed in any proposed marketing plan. (13 marks)
e) Using the services marketing mix as a framework, summarise the key issues the business needs to address in order to meet the opportunities and threats you have already identified. (14 marks)
Task 3_ —20 Marks Discuss the range of marketing research techniques which need to be applied to support your discussion from the first two tasks.
In doing so you should summarise which sources of secondary research would inform your situation analysis. both internal and external to the business. and how and why they should be used. (10 marks)
You should also recommend the most appropriate methods of primary research to supplement any existing. secondary data, and how these might be conducted (by Kevin and Jill or by use of third party services). (10 marks)
Task 4 — 5 Marks Highbury English Language School is clearly familiar with dealing with Japanese clientele. but if the business is to attract other foreign customers it must consider cultural differences in the way products and services are promoted and delivered. Describe the first FOUR (4) of Hofstede’s cultural dimensions and use the model to illustrate any key differences between the Japanese market and others which might be attractive to the School.
