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Welcome to BUSS2!. Download all of today’s resources, including suggested answers from. www.tutor2u.net/buss2.pdf. Today. Session 1 : Marketing Mania Session 2 : Funky Finance BREAK (Noon) Session 3: Awesome Ops LUNCH (1.00-1.50 p.m.) Session 4: Effective People

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Presentation Transcript
slide1

Welcome

to BUSS2!

slide2

Download all of today’s resources, including suggested answers from

www.tutor2u.net/buss2.pdf

today
Today

Session 1: Marketing Mania

Session 2: Funky Finance

BREAK (Noon)

Session 3: Awesome Ops

LUNCH (1.00-1.50 p.m.)

Session 4: Effective People

Session 5: Cool Competiveness and Exam Skills

slide4

Session 1

Marketing Mania

session focus
Session Focus
  • Influences of Pricing
  • Distribution Channels
  • Price Elasticity of Demand
  • Product development

Throughout - focus on exam skills

slide6

Q1

Give me three key influences on a firms choice of price

1

The market the business operates in

2

Rival competitors prices

3

The price elasticity of demand

slide7

Q2

3 problems and 3 benefits of a business operating in a niche market moving into a mass market

slide8

Increased competition from much larger firms who may be able to offer much lower prices

Much larger target market with far more customers to aim at increasing revenue opportunities

Ability to lower unit costs as the fixed costs of the business will be spread over more units of output

May lose the ability to meet the individual needs of customers and respond to their needs

May alienate existing customers who preferred purchasing from a unique, niche business

Lower chance of business failure as less reliant on a small group of customers

slide9

I am thinking of 3 things that might influence a businesses choice of distribution channel

What are they?

slide10

The type of product being sold

The target market

Competitors

slide11

Examiners Tip: Making Connections

In your exam you are trying to demonstrate GOOD ANALYSIS. One way of showing the examiner GOOD ANALYSIS is to develop a logical chain of argument which shows GOOD CONNECTIONS

The next activity will help develop this skill

slide12

What’s the connection?

Price Elasticity of Demand

Profit

If a product is price inelastic then the business can increase the price and although demand may fall, the percentage fall in demand will be less than the percentage increase in price meaning that the firms revenuewill increase as well as profit

slide13

Let’s focus on some marketing maths

Read through the Shakeaway case study

slide14

Outline ONE REASON why you think that the Millionaire Milkshake has a price elasticity of demand of -0.3

It is a unique product with very few competitors as it uses real gold in its ingredients. Consequently, this means that there is no real substitute for the milkshake and is therefore relatively price inelastic

1

slide15

Question..

Calculate how much more revenue would be generated by the Millionaire Milkshake if the price was increased to £12.00

slide16

Calculate how much MORE revenue would be generated by the Millionaire Milkshake if the price was increased to £12.00

The price elasticity of demand is -0.3. Shakeaway are considering raising the price from £10 to £12 and demand is currently 350 milkshakes

Current revenue = 350 x £10 = £3500

£10 to £12 = An increase of 20%

20% x 0.3 = A decrease in demand of 6%

Demand for the milkshake would therefore reduce from 350 to 329

329 x £12 = £3,948

Difference in revenue = £448 (£3,948 - £3,500)

slide17

Exam Gold.....

Always show your working out when completing

calculations. This way, even if you get the answer wrong you may still

be awarded some marks if the examiner can see some evidence of understanding

slide19

Activity 6

Taking the Biscuit

Read through the case study

slide21

Examiners Tip: Application

Application is all about answering questions in CONTEXT. To achieve GOOD APPLICATION you need to make sure that your answer is well applied to the case study

The next activity will help develop this skill

slide22

Q1

Explain ONE influence on Biscuiteers pricing decisions

One influence on Biscuiteers pricing decision is the cost of the supplies. This is because Biscuiteers use only the best natural ingredients and pay a premium price for their supplies and therefore the price will need to ensure that it covers this extra cost

1

slide23

What’s the connection?

  • Different students provided with different ‘what’s the connections’
  • Different students provided with connections that are closer or further apart (clustering)
  • Weaker students provided with a ‘middle’ connection to help bridge the gap

Stepping Stones

Step Your Way to Success!!

slide24

What’s the connection?

a greater chance that their target audience will see the TV advert . This could increase the effectiveness of this method of promotion resulting in increased customer footfall for the business.

because Shakeaways target market is 10-20 year olds Shakeaway can target their customers by advertising in between children's TV shows leading to

television advertising would allow Shakeaway to promote its products and services to a national audience. Also

  • Different students provided with different ‘what’s the connections’
  • Different students provided with connections that are closer or further apart (clustering)
  • Weaker students provided with a ‘middle’ connection to help bridge the gap

Analyse TWO reasons why Shakeaway uses TV advertising as its main form of promotion

Shakeaway consists of 35 stores and is therefore a national business. This means that

Shakeaway is the worlds largest milkshake company meaning it would have a budget large enough to afford TV advertising which is very expensive. In addition

slide25

Exam Style Question

Analyse TWO reasons why Biscuiteers has a policy of continual product

development within it’s business (8 marks)

slide26

that it will allow Biscuiteers to become more competitive. This is because

Biscuiteers have carved out a reputation for innovative products and therefore

continually developing new products will allow Biscuiteers to retain their unique selling point in the market place and keep their price at a premium. In addition to this

their policy of continual product development has allowed them to enter new markets by developing products such as chocolates, cakes and greeting cards which also

allows them to meet one of their main objectives which is to expand the business

slide27

Exam Style Question

To what extent has the products of Biscuiteers been the most important element of its marketing mix? Justify your view

(15 marks)

slide28

Exam Gold.....

Recent examiners reports have highlighted that the best strategy

to ensure you reach the higher marks is to choose TWO or THREE arguments and DEVELOP your points FULLY rather than choosing several points and failing to developing them

slide31

By building a logical argument using connectives

therefore…

which in turn…

A consequence of this might be …

this might mean…

on the other hand…

this is because

slide32

Exam Style Question

To what extent has the products of Biscuiteers been the most important element of its marketing mix? Justify your view

(15 marks)

slide33

The marketing mix is the combination of a firms product, promotion, price and place that work together in order to meet the firms marketing objectives

The product is handmade, and uses an old fashioned technique which gives it a unique selling point. This enables Biscuiteers to compete and differentiate themselves from other biscuit manufacturers in this highly competitive market.

Other elements of the marketing mix are also important to Biscuiteers, for example, it’s promotional strategy. Biscuiteers advertise in exclusive magazines such as GQ, Vogue and Elle which allows Biscuiteers to target a more exclusive market who will be prepared to pay the high prices it charges.

Product is the most important Judgement

because Biscuiteers products dictates the rest of its marketing mix. The product is a quality handmade biscuit which therefore allows them to charge a higher price. Justify and apply

Promotion is needed in order to convey the image of luxury and all elements of the marketing mix need to be integrated effectively to deliver the most effective marketing campaign. However, their product of handmade biscuit gives them their USP.