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Explain why benchmarking is important and critically analyse the value for marketing planning.

Word count: 3500

Please finish the following two part:
Coursework 1 Referred assignment worth 30% of the module mark:
Prepare a PowerPoint presentation which explains in detail why:
a. it is important for a retail company to segment its target audience and what methods might be used to achieve this
b. how a retail company should plan its marketing mix to meet the needs of its prime target audience.
Your presentation should consist of 10 slides.
Each slide should have 5 critical points, together with between 100 and 150 words of explanation on the slides notes section.
The presentation should be uploaded via Moodle before the deadline.

Coursework 2 Referred assignment: worth 70% of the module mark
Write an essay of between 2000 and 2500 words which examines the following statement discussed in lecture #1 of the module:
Benchmarking is the practice of being humble enough to admit that someone else is better at something and wise enough to learn how to match and even surpass them at it.
O’Dell. C., Continuous Journey, April 1994
Explain why benchmarking is important and critically analyse the value for marketing planning. Use examples to support your arguments and cite relevant theories.
Both assignments will be marked against the criteria shown in Appendix 1.


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