Edexcel A Level Business Theme 1
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This document provides an overview of key marketing concepts for the Edexcel Business A Level including objectives, strategies, target markets, the 4Ps of marketing, and market research. It also discusses mass markets versus niche markets, calculating market share and growth rates, and factors that influence demand and supply. Additional sections cover pricing strategies, distribution channels, the product lifecycle, branding, and promotion strategies.
![The Market
• Example Calculations
1) A business has 30 % market share and have revenue of £360,000. What is the
total size of the market.
Answer
(£360,000/30%) X 100 = £1.2 million
2) What is the percentage growth rate in sales?
2013 = £127,900 2014 = £154,600
Answer
[(154600-127900)/127900] X 100 = 20.9%](https://image.slidesharecdn.com/edexcelbusinessaleveltheme1-180501180804/85/Edexcel-A-Level-Business-Theme-1-4-320.jpg)
Edexcel A Level Business Theme 1
- 1. Edexcel Business A Level Theme 1- Marketing & People
- 2. Introduction to marketing • Marketing objectives: Aims and objectives • Raise brand loyalty • Brand awareness • Marketing strategies: Plan to achieve objectives • Profits (desire for) • Offensive (stay) instead of defense • Integrate (with other business functions) • Strategic (be) • Effective (be result oriented) • Characteristics of effective marketing: • Identifying target market – market research / focus advertising expenditure • Segment your markets • Coherent brand image
- 3. The Market • Mass Market: Products that have universal appeal • Generic (Normal) products • Large distribution • Many outlets • Lower prices • Niche market: Smaller section of a larger market • Strong USP • Small volumes • High selling price • Market Size: Total no. of sales in the market • Value or Volume?? • Market Share = ( Value of one businesses sales/Total sales in the market ) X 100 Benefit of Mass Lower price Economics of scale Ease in advertising Benefit of Niche Higher Price Profit Margin greater USP therefore brand loyalty
- 4. The Market • Example Calculations 1) A business has 30 % market share and have revenue of £360,000. What is the total size of the market. Answer (£360,000/30%) X 100 = £1.2 million 2) What is the percentage growth rate in sales? 2013 = £127,900 2014 = £154,600 Answer [(154600-127900)/127900] X 100 = 20.9%
- 5. Market Research • Collection of Data from Market. • Can be Primary (Collected first hand) or Secondary (Collected second hand) research. • Can be Qualitative (Opinion based) or Quantitative (Numerical) research. Benefit of Primary Research Drawbacks of Primary Research Specific to companies needs Expensive Up to Date Time consuming to collect Benefit of Secondary Research Drawbacks of Secondary Research Cheaper than Primary Not Specific Instant Not Up to Date
- 6. Market Positioning • Market Map • Gap in the Market is usually Low Price High Quality as it is unprofitable. • Differentiation: degree to which consumers perceive a brand to be different to the competition • Unique design/features • Distribution • Advertising • Adding Value: the difference between the cost of inputs and the final price of the good. Benefit of Market Map Can find gap in the market Cheap to construct
- 7. Demand • Factors affecting demand: • Price • Substitutes • Consumer trends • Advertising • Demographics • External shocks
- 8. Supply • Factors affecting supply: • Costs of production • Technology • Taxes • Government subsidies • External shocks
- 9. Price Elasticity of Demand (PED) Remember Queue (Quantity) before you Pee (Price) • Can sell at a higher price if demand is price inelastic as the company will not see a large fall in demand as price increases. • There is a threat of substitutes if demand is price elastic… A small change in price will result in a large change in quantity. • Practice Calculations: https://www.tutor2u.net/business/quiz/priceelasticity/quiz_html5.html
- 10. Income Elasticity of Demand (YED) • Normal goods e.g. Milk, will have a positive but small change in quantity demanded as income increases, therefore value is close to 0. • Luxury goods e.g. Gucci, will have a positive and large change in quantity demanded as income increases, therefore the value is greater than 1. • Inferior goods e.g. Primark, will have a negative change in quantity demanded as income increases, therefore the value will be negative. • Factors influencing YED • Is the good a necessity or indulgence? • Who buys the product • Why do it? • Sales forecasting • Studying income demographics • Financial planning • YED =
- 11. Product and service design • The design process: Market Research Full scale manufacture • Changes in social trends: • Concerns over resource depletion • Designing for waste manufacturing • Recycling • Ethical sourcing • The Design Mix:
- 12. Branding and promotion • Types of Branding: • Individual brand • Brand family • Corporate brand • Ways to build a brand: • USP • Advertising • Sponsorships • Social Media • Changes in branding due to social trends: • Viral marketing • Social media • Emotional branding • Promotion: • Persuasive advertising • PR • BOGOF • Seasonal price promotion Essay Question: • What is the importance of branding in helping businesses entering a new market? • Assess the importance of global marketing?
- 13. Pricing Strategies • Types of Pricing Strategies: • Skimming – high pricing • Penetration – low pricing • Cost-plus (applying mark-up to cost) • Competitive • Predatory (reducing price to prevent new entrants gaining market share) • Psychological (e.g. 99p) • Factors determining pricing strategy: • Product differentiation • Strength of brand • Amount of competition • PED • Stage in PLC New products Existing products
- 14. Distribution • Physical channel • Direct to retailer • Be your own retailer • Direct online Essay Question: • Importance of selling online.
- 15. Product Lifecycle and portfolio • Extension strategies: • Product upgrade • Promotion
- 16. Product Lifecycle and portfolio • Problem Child = Introduction • Star = Growth • Cash Cow = Maturity • Dog = Decline
- 17. Marketing strategy • Keys to successful marketing: • Strategy is about the future • Strategy must be achievable • Strategies for niche and mass: Mass Many distribution outlets Control over advertising Control over pricing Niche: USP Directed advertising High pricing
- 18. Intro to managing people • People as an asset: • Nurtured / trained / consulted with • Effective people management: • Right number of staff • Staff fit the business culture • Planning staffing needs: • How many • What skills • When • Installing staff motivation: • Train • Praise • Incentivise
- 19. Approach to staffing • Flexible Workforce: • Core workforce: Full time, main required staff for business, e.g. law firm requires lawyers. • Flex workers: temporary, flexible, part time workers, e.g. reception staff. • Contract workers: employed for specific tasks, e.g. advertising firms. • Multi skilling • Outsourcing
- 20. Recruitment, Selection & Training • Process: 1. Vacancy arises 2. Job description & person specification listed 3. Internal & external recruitment takes place 4. Selection of candidate 5. Appointment 6. Training (induction, on the job, off the job) Benefit of Internal recruitment Drawbacks of internal recruitment Known applicant Conflict among colleagues No reference Limited choice Shorter training New vacancy needs filling Benefit of External recruitment Drawbacks of External recruitment New ideas Expensive New skills Longer process
- 21. Organisational design • Types of structures: • Tall : more layers, smaller span of control • Flat : less layers, larger span of control • Matrix Tall Flat Matrix Benefits • Clarity and managerial control • Close supervision of workers • Clear lines of responsibility • Clear promotion structure • Flexible and adapt to changes better • Faster communication • More democratic style • Efficient information exchange • Increased motivation • Access to more resources Drawbacks • Communication takes long • Wrong message interpretations down and up the hierarchy • Heavy managerial workload • Confusion due to large span of control • Less trust in managers as many employees report to them • Expensive to maintain • Internal conflict • Internal complexity
- 22. Motivation in theory • Taylor – scientific management • One best way • Piece rate • Divisions of labour • Mayo – human relation approach • Bonus methods • Rest periods • Refreshments • Group work • Innovate work layout • Maslow – hierarchy of needs • Herzberg – two factor theory • Hygiene factors • Motivators • Job enrichment • Motivation not movement Doing something because you have to
- 23. Motivation in practice • Financial reward systems • Piecework • Commission • Profit share • Performance-related pay • Empowering employees • Empowerment • Delegation • Consultation • Team working • Multi-skilling • Working together to achieve objectives • Future development • Flexible working • Home-working • Term-time only • Job sharing • Job enlargement • Job rotation • Job enrichment • Job enlargement
- 24. Leadership • Leaders & Managers: • “Managers do things right, Leaders do the right thing” • The job role • The person • Types of leadership • Autocratic • Democratic • Paternalistic • Laissez-faire • Theory X & Y • What type is best? • Crisis • Reactional • Abilities of leader • Nature of the work • Skills of workers
- 25. Roel of an entrepreneur • Creating an setting up a business: • Generating business ideas • Spotting an opportunity • Small business research • Running and expanding a business Running a successful business • Listen to criticism • Eye for detail • Take a step back • Love making customers happy • Intrapreneurship – has the personal characteristics of an entrepreneur but works within a large organisation Expanding a business • Establishing that extra demand exists • Ensure appropriate finance is in place • Ensure ‘people’ are in place
- 26. Entrepreneurial motives and characteristics • Characteristics – Passion / Determination / Market understanding • Risk-taking – Calculating pay-offs / intuition • Skills – Financial / Problem solving / Networking • Motives • Non Financial: Control / Challenge / Independence / Home working • Financial: Profit maximisation / profit satisficing
- 27. Business objectives • Types of business objectives: (They have to be SMART): • Growth, Profit maximisation, Sales maximisation, Market share, Cost efficiency, Employee welfare, Customer satisfaction, Social objectives • Mission statements: • “A statement clarifying the reason for the businesses existence”
- 28. Forms of business • Unlimited liability • Limited liability • Sole traders • Partnerships • Ltd • Plc • Franchising • Social enterprise
- 29. Business choices • Opportunity cost / Non Monetary opportunity cost • “The benefits lost when choosing the next best alternative” • Developing a business idea: • Generation of ideas • Deciding between opportunities • Estimating potential sales / costs • Initial investment needed (borrowing? Gearing ratio?) • Consider timing • Have we got the necessary skills?? • Choices and trade-offs • “Accepting one thing to achieve more of another”
- 30. Moving from entrepreneur to leader • Small business growth • “Growth stresses systems” • The risks of overtrading • “When a business expands at a rate that can not be sustained by its capital base” • Inappropriate finance • Liquidity issues • Over investment in fixed assets • Cash-flow issues • Problems of adjustment from entrepreneur to leader • Hard to delegate • Changes in management structure • Poor communication • Loss of direction • Loss of control