For assessment purposes this is a WebQuest for the Introduction to Marketing Module (Year 1)

The following process should help your team complete the task:

Each team will comprise of four managers. Each student will take the responsibility for one of the following management specialist roles: 
 
Marketing Manager: your task is to identify and satisfy your customers’ needs and wants at the right price. Your role involves conducting market research (secondary research) to find out such needs and wants (using the resources and information found on this WebQuest). The ultimate role of this manager is to implement the marketing mix (4Ps) into the marketing plan. 
New Product Development Manager: your task is to explore, plan, and evaluate new products they brainstorm for a business. This manager will organise all the steps of product development, from the original idea, to completion and distribution. Working with marketing manager, the new product development manager will discover how to ensure customer value and satisfaction with that new product. 
Financial Accounting Manager: Your role is to keep costs to a minimum while producing a new product. You will also be concerned with sales predications and profitability. 
Production and Operations Manager: Your role requires you to manage the quality and quantity issues in relation to the new product. You will also need to track the level and cost of inventory in producing this new product. You will work closely with the new product development manager.   

In your teams, you will create a list of research questions, in order to find out your customers’ needs and wants. The marketing manager needs to research how much prospective customers are willing to pay for your new product. You are advised to watch the following video: 

Marketing plan: Your team will devise a marketing plan including a detailed analysis of the 4Ps of the marketing mix. For more information on this area, see attachments section. You are also advised, to adhere to the followings steps:

Step 1: Brainstorm creatively: In each team, you are required to brainstorm ideas on developing a new fresh or frozen food product (suitable for diabetics) for the Irish market. All ideas should be innovative, creative and original (where feasible). Your team must also identify if there is a gap in the market for a fresh or frozen food product suitable for diabetics but most importantly, you must evaluate if this gap needs to be filled. Please refer to the following website Local Enterprise Office

 
Step 2: Explaining the product: Having agreed on a new product idea, the group must explain the product i.e. ingredients and method etc. Your team must explain the unique selling point (USP) of your product and finally, your team must evaluate how your product fills a gap in the Irish diabetic market. Refer to the reading on USP and sales strategies in the attachments section.

Step 3: An evaluation of the business and competitors: As a team, you are required to assess your main competitors in the market place. Each team must devise methods of overcoming such competitors in the marketplace. Each team must carry out a SWOT analysis (strengths, weaknesses, opportunities and threats) for their new product. For additional information on conducting a SWOT analysis, see attachments section.

Step 4: Targeting your market: Your team must decide how to target the Irish diabetic market. You must then decide how to segment and position their product within this target market. The more specific you are regarding the target market, the easier it will be to devise a marketing plan.

Step 5: Pricing strategies: Your team must research (using the information and resources found within this WebQuest) the pricing strategies of competitors. Based on your research, your team must then decide on a pricing strategy for your new product. You must take into consideration the need to make a profit. Additional information on pricing strategies can be found at the following website: http://www.marketingteacher.com/pricing-strategies/  

Step 6: Channels of Distribution (Place): Your team must decide where to distribute your new product. You can distribute the product in physical locations such as vending machines, restaurants or shops. However, you may also take the opportunity to distribute your product via the Internet. Include a rationale for the method of distribution chosen. Further information on channels of distribution can be found in the attachments section.

Step 7: Integrated Marketing Communications Mix (Promotion): Each team must decide how to promote and sell your new product. You can use traditional marketing tools such as advertising, sales promotions, or personal selling etc) or you may chose the more contemporary methods such as the Internet and/or Social Media. Please refer to the following clip for more about information about Integrated Marketing Communications Mix

Each team will present their idea (new product) via an oral presentation and compile a marketing plan. Each student will ideally present 3 slides. One slide must incorporate an explanation of the new product idea and the rationale for the product choice. The remaining slides will include graphs, charts, that cover the other elements of the task. You must also include a suitable introduction and conclusion to allow for a unified presentation. All statements and arguments made must be adequately backed up with appropriate research data. Each team will present their marketing plan to the class, to me (lecturer) and one other lecturer within the department. A Q&A session will follow your presentation. Feedback will be provided on the day of your presentation.