HMV

1. Marketing Management
Assignment November 2010

2. Question
• You have joined HMV’s marketing department in a country of your choice and have been asked to
recommend a marketing plan for HMV to ensure continued growth in the future.
• You should think about new ways in which HMV can distribute music and create alternative
revenue streams.
• You have agreed the plan will include:
• An Audit of the Marketing Environment
– This will include an overview of the internal and external marketing environment as well as an analysis of
competition
– A SWOT analysis
• SMART objectives
– To clarify what HMV will achieve
• A clear segmentation, targeting and positioning (STP) strategy
– To indicate your chosen market and how HMV will stand out from the competition
• Proposals for each of the 7Ps
– Your report will explain how you will use or adapt the tools of the marketing mix
• Control and evaluation
– Which will show how you will measure the success of your marketing plan.

3. Assessment Criteria:
• Your report will be assessed using the following criteria / weightings:
• An Audit of the Marketing Environment and associated SWOT analysis -
20% of all marks
• SMART objectives - 5% of all marks
• Segmentation, targeting and positioning (STP) strategy- 15% of all marks
• Proposals for each of the 7Ps - 30% of all marks
• Control and evaluation - 10% of all marks
• Range of sources of information – 5% of all marks
• Citing reading and using appropriate references– 5% of all marks
• Wherever possible, you should include academic models and theory to
underpin your answer as well as evidence of reading. You must explain
your reasons for suggestions and recommendations.

4. Writing Assignments
Small is best Use tables Word count at end
Keep to Reference
Stay focused
3000 word count reading
Succinct and Have one draft
Plan carefully
professional reviewed

5. And finally…
Good luck!
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