AQA GCE Specification 2007 - Littleover Community School

Business Studies - Advanced Subsidiary and Advanced, 2007 examination19.5 An Advertising Project Candidates should choose a new product which they believe would bepopular. They will be expected to incorporate an appreciation of themarketing rationale behind the launch of the new product and be ableto support their claim by reference to recognised data sources. Theyshould present primary research to justify their choice of product andmarket, and provide a fully justified conclusion about the success ofthe advertising and the product. Candidates could consider:• the product idea, its niche and its rationale;• the market background: market size, market growth, competitors,consumer characteristics (age, sex, region, etc), distribution outletsplus forecasts of the future (as can be found in secondary sourcessuch as Mintel, Retail Business (EIU) or Keynotes). Sources: agood business library, trade magazines such as “The Grocer” or“CTN”, or information on the Internet (especially BizEd on theNet);• the market positioning, potential consumer resistance and the typeof advertising needed (Persuasive? Informative?) from an analysisof the data;• the potential of the idea, decide upon a suitable price anddetermine which media are watched/read/listened to by those whoexpressed interest in purchasing, based on evidence collected via aquantitative survey on a sample of at least 50 school/collegestudents;• which media to use, then cost out a suitable campaign using BritishRate And Data (BRAD) to find the cost of the advertisingproposed. (BRAD is available at most public libraries);• whether it is worth proceeding with the idea before drawingconclusions and making a fully justified recommendation,considering the company’s objectives and how these are influencedby the business environment.19.6 A SWOT Analysis of a Smallto Medium-SizedManufacturerA report based on a factory visit and talks/presentations from anytwo of the following senior personnel: Chief Executive/ManagingDirector; Works Director/Manager; Sales/MarketingDirector/Manager. The talks could involve the whole class and arebest conducted at the workplace. Candidates could consider:• the brief history of the firm and its reasons for its current location;• the firm’s main products, markets and competition; turnovertrends (and profit, if possible) for the last five years;• the firm’s main strengths...;• ...weaknesses...;• ...opportunities...;• ...threats;each from the differing perspectives of the two speakers, andincluding every aspect of the business, as well as the candidate’sperceptions when looking round the plant;• the conclusions drawn: Surprising? Predictable? Open toquestions? Attractive to work? Why?36 klm