Skip to content
MarkSchemeMarkScheme
Sign up — no card

9609 · 8.2.1

Planning the marketing strategy — practice questions

Practice and worked examples for 9609 Planning the marketing strategy. Short previews only — attempt the full question in MarkScheme against the official scheme.

Worked example 1

Regional bank losing young customers to app-based rivals. Outline a marketing planning approach.

Show solution outline

Analysis: SWOT — trust/strength vs weak digital; PESTLE — fintech regulation, mobile penetration.

Objective: Increase 18–30 account openings by 25% in 12 months (SMART).

Segmentation: Target students and first-jobbers (3.1.5).

Strategy (4Ps): App upgrade (product), fee-free student account (price), campus ambassadors (promotion), online onboarding (place).

Control: Monthly digital sign-ups vs target; pivot if conversion low.

Worked example 2

VitaBoost, a health food company, is launching a new line of organic protein bars. The total UK protein bar market is valued at £100 million annually. VitaBoost's corporate objective is to achieve a 2.5% market share in the first year. The marketing director needs to set a SMART objective and calculate the required promotional budget, which is set at 15% of the target sales revenue. The bars will be priced at £2.50 per unit.

Show solution outline

Step 1: Set SMART Objective & Calculate Target Revenue The objective is to achieve a 2.5% market share in the £100m UK protein bar market within one year.

  • Calculation (Target Sales Revenue): Total Market Value × Target Market Share £100,000,000 × 0.025 = £2,500,000

Step 2: Calculate Target Sales in Units To understand the scale of the operation, calculate the number of units to be sold.

  • Calculation (Target Sales Units): Target Sales Revenue / Price per Unit £2,500,000 / £2.50 = 1,000,000 units

Step 3: Calculate the Marketing Budget The budget is set at 15% of the target sales revenue.

  • Calculation (Marketing Budget): Target Sales Revenue × Budget Percentage £2,500,000 × 0.15 = £375,000

Step 4: Implementation & Control The marketing team has a budget of £375,000 to implement the marketing mix (e.g., digital advertising, influencer marketing, point-of-sale promotions). Performance will be monitored by tracking monthly sales against the target of £208,333 (£2.5m / 12 months) to ensure the objective is on track.

Mark a 9609 question on this topicFull lessonOpen in course studio