Recommend a coordinated marketing mix for the new barista courses.

Mark scheme

Marking points from the official mark scheme (May/June 2021). The mark or mark type is shown in brackets.

1. Knowledge: The place of the marketing mix in a marketing plan. Marketing objectives, marketing budget and marketing strategy.
2. Knowledge: Elements of marketing mix: – Price, Place, Promotion, Product.
3. Knowledge: The 4 C's of marketing – Consumer wants and needs, Cost, Convenience, and Communication
4. Knowledge: Understanding of different techniques within the marketing mix such as different forms of promotion and pricing
5. Knowledge: Concept of a coordinated marketing mix.
6. Knowledge: The need for marketing objectives to be clear.
7. Knowledge: Development of marketing strategies focused on achieving objectives.
8. Knowledge: Market research to understand the market.
9. Application: Marketing will be business to business (B2B).
10. Application: Target market is cafes and restaurants – qualifications for business delegates. This may be different to the 600 retail outlets currently served.
11. Application: PGC may also try to appeal to individuals seeking to gain a qualification as a Barista
12. Application: One day training courses.
13. Application: Industry recognised formal qualifications.
14. Application: PGC have trainers and facilities ready to deliver courses.
15. Application: Possible new product for diversification.
16. Application: Implied objective of profit.
17. Application: Peter suggests that 'we just have to find ways to communicate with this target market'
18. Analysis: Chains of reasoning highlighting likely elements of marketing strategy: Objectives set and different target market will determine methods used in the plan.
19. Analysis: Suggested elements of marketing mix linked to objectives and different target markets.
20. Analysis: Suggested elements of marketing mix coordinated together in relation to target markets.
21. Analysis: Price might be varied by number of trainees being sent on a course by a business. This would boost sales.
22. Analysis: Relation of marketing this new product to marketing other PGC products.
23. Analysis: Explanation of why marketing to cafes and restaurants might change from marketing to retail outlets, e.g. advertising in appropriate trade press and attending trade fairs/exhibitions.
24. Analysis: Suggested methods given a time scale and linked to objectives.
25. Analysis: Cost of suggested methods linked to possible resources available and potential income.
26. Evaluation: Salespeople may be important for building trust and motivating businesses to put employees on courses.
27. Evaluation: B2B marketers must persuade decision makers of a company therefore information must be concise and clear.
28. Evaluation: Identification of most important element of marketing strategy and justification.
29. Evaluation: Businesses less likely to be influenced by persuasive advertising. More interested in information.
30. Evaluation: Need for market research prior to the marketing strategy as this is a new market.
31. Evaluation: Supported recommendation of a coordinated marketing mix.
32. Evaluation: Indication of how successful the suggested mix might be.
33. Evaluation: Success may depend on budget available and other factors, e.g. competition, macro-economic factors.