Transcript Unit 1 Marketing - School

GCE Applied
Business Unit 1
Investigating
Business
Broom House Farm
Marketing
Starter Exercise
What is the
marketing
mix of
Broom
House Farm
Presentation Objectives
By the end of this presentation you should have achieved Assessment Objective 2
&3
 Understand the meaning of a marketing mix
 Conduct original research into the marketing mix of Broom House farm
 Apply the marketing mix to Broom House Farm
 Analyse the marketing mix of Broom House Farm.
 Evaluate how the marketing mix helps Broom House farm achieve its aims
Success Criteria
To achieve Mark band 1: Basic list/definitions & description of the marketing mix
Mark Band 2:Accurate definitions & description of the main elements of the
marketing mix Broom House Farm
Mark Band 3: Detailed definitions & analysis of the main elements of the
marketing mix of Broom House Farm, supported by original research
Mark Band 4: Detailed and comprehensive analysis of the marketing mix of Broom
House Farm, supported by original research and an evaluation of how it helps
achieve their aims.
The Task
Explain how Marketing Activities, Enterprise skills and
teams have contributed to the success of the
business.
 How has Broom House Farm used marketing activities?
 Take each of the 4Ps of the marketing mix and describe
examples of what Broom House Farm has done. Use original
research to back up your points.
 How have the marketing activities you have described helped
Broom House Farm to achieve different objectives?
NB In all your points you must use P(oint) E(xplain) E(ffect) to develop detailed
analysis
Marketing
What is Marketing?
Student 1 start a sentence
Student 2 add something to the sentence
Student 3 add something else
etc
Task: Define/Explain marketing in your own words.
You can copy a definition, as long as you put it in quotation marks
and then explain it in your own words.
http://www.marketingteacher.com/what-is-marketing-2/
Add the source of your definition to your bibliography
Market Research
 Write
a definition of market research? Use the
following words to help
 Information
Competitors
 Collecting
Trends
 Presenting
Customers
 Analysing
How many connectives can you use in your answer?
 Task: Define/Explain marketing in your own
words.
Market Research – Trip Advisor
Broom House Farm only conduct
secondary research.
They use sites like Trip Advisor to
find out what people think of
them? Study the Trip Advisor
page for Broom House farm
http://www.tripadvisor.co.uk/Rest
aurant_Review-g190832d4004738-ReviewsBroom_house_farm_cafeDurham_County_Durham_Englan
d.html
Discuss as a class how useful this
site is
Task:
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•
•
•
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Explain the meaning of secondary
research
Explain how they use Trip Advisor and
what they can find out.
Support your points with examples.
What are the advantages of using Trip
Advisor?
How have these marketing activities
helped BHF to achieve its objectives?
Add this source to your bibliography
Market Research – Competitor Analysis
SPOT THE DIFFERENCE
How many similarities and
differences between Broom
House and Hall Hill Farm can
you find in 5 minutes?
Study the following website
http://www.hallhillfarm.co.uk/th
ings-to-do/
What could she learn about her
competitors?
Discuss as a class what are the
advantages of using the internet
to research
Task:
• Explain how they use other farm’s
websites and what they can find out?
• Support your points with examples
• What are the advantages of using the
internet to research?
• How have these marketing activities
helped BHF to achieve its objectives?
• Add this source to your bibliography
Product Starter Exercise -A Load of Bull
You will be given a
post it note of a cut
of meat from the
cow. Place on the
picture where you
think it comes from
Product – The Farm Shop &
Butchery
How many different
products can you name
that the shop sells?
Target:
7 – Shop assistant
9 – Team leader
11 – Shop Manager
The Farm Shop Product Range
Product – The Farm Shop
•
Describe the farm shop and its product range
http://www.broomhousedurham.co.uk/farm-butchery
• What is unique about its products?
• Support your points with as many examples as you can
• What are the advantages of have such a product range?
• How have such a product range helped BHF to achieve
its objectives?
• Add any sources of information you have used to your
bibliography
The Coffee Shop
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•
•
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•
•
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Describe the coffee shop
http://www.broomhousedurham.co.uk/coffee-shop
Support your points with as many examples
as you can
What are the advantages of have such a
product range?
How does having a cafe help BHF to achieve
its objectives?
Add any sources of information you have
used to your bibliography
Forest Adventure
• Describe the Forest Adventure
• Support your points with as many
examples
• as you can
• What are the advantages of have such an
adventure?
• How does having it help BHF to achieve
• its objectives?
• Add any sources of information you have
• used to your bibliography
Other Activities – Identify BHF Activities
1
4
2
3
5
6
7
8
9
Other Activities
•
•
•
•
•
•
Choose some of the other activities that Broom
House farm Offer
Support your points with as many examples as you
can
What are the advantages of having these activities?
How does having the help BHF to achieve its
objectives?
Add any sources of information you have
used to your bibliography
Price
Starter Exercise
Match the strategies
http://www.businesss
tudiesonline.co.uk/liv
e/index.php?option=
com_content&view=
article&id=35&Itemid
=23
Price
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Describe the main type of pricing policies used by Broom House
farm. You should, at least, consider the prices of the meats on sale.
Support this with prices from their competitors.
There are other price comparisons you could make: Entry charges;
Coffee Shop & Other Activities
What are the advantages of the strategies you have identified?
http://en.wikibooks.org/wiki/GCSE_Business_Studies/Price
http://www.tutor2u.net/business/gcse/marketing_pricing_strategies.
htm
How does having the help BHF to achieve its objectives?
Add any sources of information you have used to your bibliography
Promotion -Spot the difference
How many changes can you see between the 2 pictures?
Promotion
Consider All Possibilities

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How many methods of
promotion used by Broom
House Farm Can You name?
Target:
11 Marketing Assistant
13 Marketing Team Leader
15 Marketing Manager
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Social Media – Facebook and Twitter
Newspaper
Leaflets
Billboard/Sign
Posters
Trip Advisor
Website
Newsletter & E Newsletter
Word of mouth,
Tourism websites, Visit County Durham
(website, pocket guide, Taste Durham), l
visiting primary schools,
hosting and giving talks to WI groups etc,
entering competitions,
social networks eg netmums, competitions
charity open day events,
sponsorship
free vouchers.
Promotion
Read Broom House Farms
Newsletter
How does this appeal to
customers and what are the
advantages of newsletters?
http://myemail.constantcontact
.com/Broom-House-FarmOctober-News----Voucher.html?soid=1109340854206&a
id=-IKbuV5wxwM
Promotion
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Describe some of Broom House Farm’s promotional
activities. There are a large number. You do not have to
do them all but choose a representative selection.
Support your points with examples of the promotions
What are the advantages of having these activities?
How do these promotions help BHF to achieve its
objectives?
Add any sources of information you have
used to your bibliography
Place – Location of Broom House farm
Location Location Location
• Describe the farm’s location
• What are the advantages of
its location?
• How does its location help
BHF to achieve its
objectives?
• Add any sources of
information you have used
to your bibliography
Broom House Farm Distribution
Broom House farm use
a variety of different
Distribution channels.
Match the following to
the correct channels:
• The Farm Shop
• Waitrose
• Farmers markets
• Online Shopping
Place – The Farm Shop
Explain what is meant by direct
selling
 What are the advantages of selling
direct from the farm Shop?
http://www.greatbritishfoodanddr
ink.co.uk/farm-shops-fresh-locallyproduced-food-farmers-andfood-producers
http://www.glamktg.com/id22.html
 How does selling direct help BHF to
achieve its objectives?

Add any sources of information you
have used to your bibliography

Place - Durham Farmers Market
How does this catch your eye?
What are the benefits to Broom
House Farm? Use the
following to help
http://www.localfoods.org.uk/i
nfo/10-farmers-markets-faq/40benefits-of-farmers-markets
Or for more detail (Pages 9-12)
http://www.foe.co.uk/sites/defa
ult/files/downloads/farmers_ma
rkets.pdf
How will using a farmers
market help Broom House farm
achieve their aims?
Add any sources of information
you have used to your
bibliography
Place – the Internet
Anyone for Tennis
Divide the class in half. 1st half
name an advantage; 2nd half give
another etc until one team can’t go.
 What are the benefits to Broom
House Farm?
http://www.glamktg.com/id22.html

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How does selling direct help
BHF to achieve its objectives?
Add any sources of information
you have used to your
bibliography
Place – Indirect sales through Waitrose
Describe what broom house
farm sells through waitrose
 What are the benefits to
Broom House Farm?
http://www.glamktg.com/id22.html


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How does selling through
Waitrose help BHF to
achieve its objectives?
Add any sources of
information you have used to
your bibliography
Self Assessment
Check your work
1.
Read through it and see if it makes sense.
2.
Spelling – read it don’t rely on spellcheck
3.
Grammar – use commas and full stops correctly, so that
you do not include overlong sentences.
4.
Have you included all aspects in this presentation
5.
Sub headings – each section should have a suitable subheading to make it clear what that section is about.
6.
Pictures/Charts – have you supported the text with
pictures/charts that show the relevant sections and
people.
7.
Email your work to your teacher: [email protected]
8.
They will check your work and return it to you with
improvements where necessary.