Evaluate the usefulness of a marketing plan for successful expansion through Option B.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2017). The mark or mark type is shown in brackets.

1. Marketing plan sets out audit, objectives, tactics, monitoring and fits into overall business plan
2. Advantages are integrated marketing approach, increased efficiency, increased employee commitment as purpose identified
3. Audit of current position includes competitive market, falling profits and sales, good brand name
4. Objectives to renew sales revenue growth
5. The above analysis enables KKS to consider ways of achieving objectives in context of their market situation
6. Application by reference to Option B
7. Plan can be monitored and adjusted with feedback from sales figures and customers
8. Preparing the plan involves cost of managers time and possible conflict if organisation objectives are unclear and/or not reflected in other functional area plans
9. Evaluation might consider that without the plan marketing activities might be random and not based on or reflect the new strengths of the service and sales not increase for this reason.