Assignment Task
You are required to prepare a discussion document that you are going to use in your
discussion with Megan and Jamie. The discussion document should include the
following:
Section 1 – Marketing Environment and Planning Process
a) Explain the components of the marketing planning process and outline the
marketing context for the vineyard offer, with particular reference to the role /
importance of adopting a marketing orientation and its application to the
business.
(15 marks)
b) Carry out an environmental audit in the form of a PESTEL analysis for the
business ensuring that you detail specific market / organisational related facts
that are fully referenced where possible. Additionally, you should highlight
relevant micro-environmental aspects such as dominant competitors within the
industry and recent competitor activity.
(15 marks)
c) Outline* the extended marketing mix 7Ps and explain how the development of the
extended marketing mix could contribute to effective marketing planning for the
new product.

• a fully detailed marketing mix analysis is NOT required here – that is required in
  Section 3 here you are explaining the importance of building a strong and
  coordinated marketing mix.
  (10 marks)
  (