unit 2-marketing essentials-R/508/0486 (3) - Business Finance
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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:
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
2
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
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
Source: Customised by CBFS@PSD@HND based on Pearson BTEC format: Annexure 5
3
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
4
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
5
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:
6
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
7
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
8
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