GCSE Business Studies

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• GCSE Business Studies
• Coursework

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Factors affecting the choice of business location
Business Location
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Lesson Objectives
By the end of the lesson you SHOULD have

• Download the action plan from the shared area

• Thought of a name and type of business and the
  different product/service
• it will sell

By the end of the lesson you MAY have

• Decided on a location for the chosen business

• Identified the biggest competitor(s) in the area

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(No Transcript)
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Sports Galore
www.multimap.com
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Student A Vintage Clothes Shop

• The objective for this piece of
• coursework is to design and evaluate
• an effective marketing campaign for
• a new store in Kidlington Oxford. I
• have chosen to do a vintage clothes
• shop in the center of oxford.
• Choosing this will enable there to
• be competition from other stores but
• also allows the shop to be in a busy
• shopping area. My store will
• specialize in second hand and new
• Vintage clothes. Its products will
• change with the fashions.

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Student A Vintage Clothes Shop

• The main competitors in oxford that would put my
  business under
• risk would be the likes of Topshop, vanilla, and
  oasis and next to
• nothing.These pose a risk due to the fact that
  they are big market
• competitors in England and have stores throughout
  the country. My
• smaller specialized shop may lack the popularity
  and well-known
• name to make an impact on the market. However
  none of these
• shops are directly situated on oxford high
  street, therefore they are
• not a big threat to my business. Another
  competitor that could
• Drastically effect the profit made by my business
  is the Internet.
• The Internet is an easy way for people to shop as
  it gets delivered
• to your door. Also the fact that my Business
  specializes in vintage
• clothes means that there are not many shops like
  it and people may
• not have heard about it, therefore they would
  find it easier to shop
• online for their vintage clothes.

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Student B Clothes Shop

• Introduction
• The objective of this piece of coursework is to
  design and evaluate an
• effective marketing campaign for a new store in
  Oxford.
• The name of the business will be called Megs
  studio. This is a privately run
• business, which sells fashion clothing for the
  ages 13-18. The business is a
• sole trader and I will be funding my own capital.
• The different products that I will sell are as
  followed
• Tops - this is a variety of jumpers, t-shirts,
  party clothing, coats etc.
• Bottoms - this is a variety of jeans, skirts,
  jogging bottoms, shorts etc.
• Shoes - this is a variety of stilettos, trainers,
  formal shoes, sandals etc.
• Accessories this is a variety of hats,
  jewellery, belts, make up etc.
• Also you can hire clothes!
• The location of this business is in the centre of
  Oxford, situated in the
• Shopping area. The address will be 166, High
  Street, Oxford. Below I show a
• picture of a map, which shows the area of where
  the shop will be located. I
• have circled the street where I will be locating
  my shop.

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Student B Clothes Shop

• Below are the biggest competitors in the area.

• Oasis stores ltd
• DNA
• Coast
• River island clothing co.
• New look
• Gap
• Monsoon ltd
• Pilot clothing co.
• Next to nothing

• Warehouse
• Jaeger
• Dorothy Perkins retails ltd.
• Miss selfridge ltd.
• Eisenegger
• Cult clothing co.
• Top man/top shop.
• USC
• The original Levis store
• Fat face

I think that it will be easy to compete with
these stores because none have the same advantage
as my store has. This is because you can get
everything under one roof. There is menswear,
ladieswear and accessories also you can hire
clothes. This is a big advantage. When setting
out in business, I will be setting up on my own
and using my own capital to get me started.
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Student C Electrical Supplies
The objective of this piece of coursework is to
design and evaluate an effective marketing
campaign for a new store in Kidlington/Oxford.
The name of my business is Sparkies. Sparkies is
an electrical company. The kind of things we
will sell are Complete Office Installations,
Lighting, Emergency lighting, Clean Power
Circuits for computers, Maintenance and
Breakdowns, Portable Appliance ( PAT ) Testing,
Electrical Reports, Test and Inspects for Letting
agencies and Landlord Certificates.
I have chose this location because it is where
most businesses are in Kidlington, Especially
ones that are providing a service. It is where
the big businesses are, I think all the business
in this area make a large profit. It is on the
outskirts of Kidlington by Oxford airport which
is in the north of Kidlington.
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Student C - Electrical Supplies
Search Appliance 398b, Woodstock Rd, Oxford,
Oxfordshire OX2 8JW Tel [phone]
Homegoods 12, Deans Court, Bicester, Oxfordshire
OX26 6RD Tel [phone] PowerHouse Unit 3,
Launton Rd Retail Park, Launton Rd, Bicester,
Oxfordshire OX26 4JQ Tel 01869 Dixons Units
15-16, The Clarendon Centre, Cornmarket St,
Oxford, Oxfordshire OX1 3JD Tel 01865 Domesco
Ltd 97, High St, Thame, Oxfordshire OX9 3EH Tel
01844 260477 Currys Horspath Driftway,
Headington, Oxford, Oxfordshire OX3 7JG Tel
0870 6097175 I have got 34 competitors and I
have got the 16 nearest and closest places
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Sole Trader
Are easy to set up no complicated paperwork or
solicitors needed
Unlimited liabilitycould lose everything they
own if the business fails
No one to share workload with what do they do
if they want to take a holiday or are sick
Cheap to set up not much capital required
Keep all of the profits do not have to share
them with anyone
Finance can be difficult to raise makes
expansion difficult
Unincorporated the owner and business are
classed as legally the same so if anything goes
wrong, it is the owner who is sued not the
business
Business affairs can be kept private
Many responsibilities for one person difficult
to expect one person to be an expert in everything
Own boss do not have to take orders from
anyone, can make own decisions
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Partnerships
More owners means more capital
Profits must be shared between partners
More ideas
All partners have unlimited liability (except
sleeping partner)
Work can be shared
Decision making can be slow
Unincorporated the owner and business are
classed as legally the same so if anything goes
wrong, it is the owner who is sued not the
business
Partners can specialise in what they do best
Partners may disagree about the running of the
business
Can cover for each other during holidays
Partners have to consult each other before
decisions can be made
Financial details of the partnership are private
Each partner is legally responsible for the
actions of others
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Lesson Objectives
By the end of the lesson you SHOULD have

• Decided on your business type (sole trader or
  partnership)

• Explained your choice of ownership

By the end of the lesson you MAY have

• Outlined the advantages and disadvantages of
  your chosen ownership

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Student A - Vintage Clothes Shop

• Ownership
• The type of ownership I have chosen for my
  business is a sole trader.
• By setting it up like this I have sole
  responsibility for all my accounts
• and profit. This also means that I can provide a
  more personal service
• for my customers. The main disadvantage of being
  a sole trader
• Is the fact that I have unlimited liability, this
  means that in the event
• of my business going bankrupt etc I would have to
  pay off my debts
• with my own personal possessions and could
  potentially be left with
• nothing. This is a big gamble but the fact that I
  have complete
• control of the business and all the profit comes
  directly to me, so that
• I can reinvest in the business out ways the risk
  of this.

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Student A - Vintage Clothes Shop

• I did not choose to do a partnership because this
  would not give me
• full control of my business and profit and
  finance could lead to
• disputes with the other partners. Being in a
  partnership would mean
• that a deed of ownership would have to be drawn
  up. (A legal
• document that states how the profits and losses
  will be shared out
• between the partners, the amount of capital
  invested and the
• responsibilities of each partner). The main
  advantage of going into a
• partnership is that you get a wider range of
  skills within the business.
• As skills are not really needed in the type of
  business Im going into I
• feel that a partnership is not the right type of
  ownership.

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Student B Clothes Shop

• Ownership
• I have decided to be a sole trader. This is when
  one person owns it so I can
• make my own decisions. The business will be
  controlled by me, and managed
• by me. Any profit I make through the store I get
  and I have enough finance to
• start up the business.
• My advantages of being a soletrader are as
  follows
• It is owned by yourself so you can make your own
  decisions about the business and how it works.
• Only you, the owner, control it. So you can run
  the business around your timetable.
• It is managed by only you.
• All the profit you make goes to you.
• Disadvantages of being a soletrader
• Unlimited liability is a major disadvantage. This
  means that if the business goes bust, the owner
  is legally obliged to pay all of his or her own
  debts. This can lead to selling your house, car
  and other possessions.
• Long working hours working by myself will mean
  I need to do long hours where it is just me
  running the shop although I have other employees.
• Holiday I wont be able to have a long holiday
  because I dont have a partner to rely on.

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Student B Clothes Shop

• I thought about being in a partnership as I have
  someone to talk to and
• share the amount of work needed done, however I
  would have to share
• any profits made in the business. Also there is a
  possibility of
• disagreements. Therefore I have decided not to
  form a partnership.

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Student C - Electrical Supplies
Ownership I am going to be a sole trader. The
advantages of being a sole trader are easy to
set up, cheap to set up, own boss, you get to
keep all the profits, business affairs can be
kept private. The down falls of being a sole
trader are unlimited liability (you are
responsible for everything to do with money), no
one to share the work load with, you can be sued
for anything that goes wrong and many
responsibilities for one person to handle. The
reason why I never want to become a partnership
is because profits must be shared, partners have
to consult each other before a decision can be
made, decision making going to be slow, partners
may not agree on any decisions, each partner is
legally responsible for the others actions.
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Student C - Electrical Supplies
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Objectives need to be SMART!

• Specific

• Measurable

• Achieveable

• Realistic

• Time related

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Business Objectives

• Profit Maximisation aim to make the highest
  amount of profit possible based on sales and costs

• Market Share businesses will try to be the
  biggest in their market by having the highest
  value of sales

• Customer Satisfaction by providing consumers
  with what they want at the right price and of the
  right quality, consumers will keep using the
  business and help it to grow and expand

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Lesson Objectives
By the end of the lesson you SHOULD have

• Decided on your businesses aims and objectives
  using SMART criteria

By the end of the lesson you MAY have

• Distinguished between long and short term
  objectives

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Student A - Vintage Clothes Shop

• The aims of my business
• The main aim of my business is to provide a
  quality product and, of course, to
• make a profit. If my business does not provide a
  quality product the
• customers will not be happy and therefore will
  not buy what Im selling. This
• will lead to a loss in profit and could lead to
  the business becoming bankrupt.
• Once the business is up and running I would like
  to be known for having the
• highest quality product but this is unrealistic
  as the business is just starting
• out and I need to set achievable objectives. I
  would also like to be as
• environmentally friendly as possible as many
  people care for the environment
• and I could potentially expand my customer range
  from this objective.
• Setting this business up in Oxford allows the
  local economy to be boosted, as
• there are not many vintage clothes shops in the
  vicinity. My business will
• need shop staff in the weekdays, therefore
  bringing more jobs to the area. It
• will also draw customers from further a field, as
  this type of shop is not
• common in many of the surrounding areas around
  Oxfordshire. These people
• will obviously need to use the facilities/services
  in the area therefore also
• boosting the economy. To summarize the main aims
  and objectives of my
• business are to

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Student B Clothes Shop

• Aims and objectives
• Customers visiting my store will increase in the
  amount of people visiting the
• Oxford area, which will boost the local economy.
• My objectives will be following after the
  S.M.A.R.T advice. This is Specific,
• Measurable, Achievable, Realistic, and Time
  Related. Below are the lists of
• objectives I wish to achieve in my business
• Profit maximisation the aim is to make the
  highest amount of profit possible based on my
  sales, cost and investments.
• Customer satisfaction I aim for 100 customer
  satisfaction.
• Providing a high quality service this is to
  ensure customers return to the store.
• ( GCSE Business Studies for Edexcel, Alpin et
  al, 2004, p177.)

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Student C - Electrical Supplies
Aims and objectives My aim is to survive and to
become the best electrical trader retailer
in Oxfordshire. My objectives in year 1 are to
provide a service, which is reliable break even
To have a 2 markets share in Oxford. People
visiting my store means an increase in the amount
of people visiting the Kidlington area, which
will boost local economy.
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Lesson Objectives
By the end of the lesson you SHOULD have

• Explained the difference between field and desk
  research

• Stated the advantages and disadvantages of each
  method

By the end of the lesson you MAY have

• Justified your decision in using field research
  for your chosen business

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Student A - Vintage Clothes Shop

• Market research
• Market research is the process in which a
  business collects information that is
• necessary for the growth and development of the
  business. You need to carry
• out market research to see if demand for your
  product is high and to see if
• Your pricing is correct. I will also carry out
  market research to see if I have
• Chosen the right location for my shop, because if
  the location is not correct I
• will not have enough customers to make my
  business worth opening.
• To understand the market I will need to carry out
  some market research. This
• will help me see what the consumer needs and
  wants. The two types of
• research are
• Field research, this is also called primary
  research. Its useful because you get brand new
  information straight from the customer this
  helps get the consumers opinions on your product.
  Field research involves things such as
  questionnaires, telephone surveys, and product
  testing and working with consumer groups. The
  main advantages are that its up to date data,
  relevant and specific to your product, but there
  are some disadvantages such as, its time
  consuming, expensive and needs a large sample
  size.
• Desk research, this is also called secondary
  research. Its useful for looking at the market
  as a whole and for looking at past trends to
  predict the future. Desk research involves
  looking at past data such as newspapers,
  magazines, government publications and reports.
  The main advantages of this are that its cheap,
  the data is easily found and instantly available.
  The disadvantages are that its not always
  relevant, not specifically about your products
  and nearly always out of date.

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Student A - Vintage Clothes Shop

• I will be using field research in the form of a
  questionnaire to carry out my
• research. The main reasons for me doing this are
  that I can get up to date
• Data that is reliable and accurate. I can then
  draw graphs from the data I
• collect so that I can see more clearly the
  results. The only problem is that I
• have to use a large number of people in the
  research and not all will be
• willing to participate in the questionnaire.

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Student B Clothes Shop

• Market research
• Businesses need to find out from their customers
  whether they like their existing
• products and if they would be prepared to buy a
  new product. If they do not ask
• their customers what they think and act upon the
  information they gain, they risk
• producing goods and services that are not what
  the customers want. To avoid this
• they carry out market research. I will use market
  research for Megs Studio
• because it will show me what the consumers will
  want out of my business and how I
• could improve it.
• If I used field research then this will mean I
  will collect information directly or first
• hand. But if I used desk research I would have to
  look at information that has
• already been collected or published.
• The advantages for field research are as follows
• It is specific to the product or service and what
  the firm wants to find out.
• It is up to date.
• It gives an insight into the market, which can be
  used to gain an advantage over competitors.
• It can be kept private by the company.
• The disadvantages of this are
• It is often expensive to collect.

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Student B Clothes Shop

• Market research
• The advantages for desk research are as follows
• It is often obtained without cost so it is
  cheaper than primary research.
• It is usually instantly available.
• The disadvantages are
• It is not tailored specifically to the needs of
  the company.
• It is available to other firms.
• It may be out of date.
• I will be using field research for my business. I
  will be using this because I can get
• my own information and dont have to use other
  information that my competitors
• may have used. Also I can get data that is more
  up to date and will suit the age
• group for my business. I will be designing a
  questionnaire to use for this research.

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Student C - Electrical Supplies

• Field research also known as primary research is
  research which is
• collected in many different ways such as
  surveys, personal interviews, focus
• groups, consumer panels, observation and product
  sampling. Desk research
• also known as secondary research, the research
  has already been collected
• from places such as the government, articles from
  magazines or newspaper
• and the Internet. The advantages of using
  secondary research are that it is
• cheaper and it is usually available instantly.
  The main advantages of field
• research is that it is easy to analyse the
  replies using information technology, it
• is easier to obtain detailed information about
  the persons views, they are
• relitivly cheap ways of gaining the views of
  customers, they can give detailed
• information about a product, it is easy to set up
  and carry out. The
• disadvantages of field research is that it is
  often to expensive to collect it is
• time consuming and the data has to be analysed to
  give meaningful
• information. The main disadvantages of secondary
  research are that it is not
• tailored specifically to the needs of the
  company, it is available to other firms
• and may be out of date.

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Student C - Electrical Supplies

• I am going to use primary research so the
  information I collect will be
• specifically tailored to my business, I will be
  using a questionnaire.

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a) Conducting a survey of every 5th person who
passes you in the street
c) Asking each of your classmates 20 questions
b) Looking up information about people buying
different types of insurance in a Mintel survey
e) Sending a questionnaire through the post
d) Copying out information from the Kidlington
Advertiser
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Lesson Objectives
By the end of the lesson you SHOULD have

• Designed a questionnaire relating to the
  starting up of your chosen business

By the end of the lesson you MAY have

• Conducted your questionnaire to gain 15
  respondents

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Student A - Vintage Clothes Shop
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Student A - Vintage Clothes Shop
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Student B Clothes Shop

• Questionnaire
• 1. How old are you?
• 13-15 25
• 16-18 19-25
• 2. What is your sex?
• Female
• Male
• 3. What status are you?
• Married widow
• Single Divorced
• 4. What do you think the most effective sources
  of advertising are?
• Questionnaires Radio
  
• T.V
  Newspaper
• 5. What is your income?
• 20,000 P.A or under Other

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Student B Clothes Shop

• Questionnaire
• 6. Where do you live?
• Oxford other
  Kidlington Yarnton
• 7. What kind of garments do you buy?
• Tops other
  Trousers underwear
• 8. What influences you?
• Fashion other
• Advertising service
• 9. What is your favourite designer?
• 10. How much do you spend on clothes a month?
• 0-10 40-50 50
• 11. How much would you be willing to spend in our
  shop?
• 0-10 40-50 50

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Student C - Electrical Supplies

• QUESTIONAIRE
• Please fill in this questionnaire and cross out
  what you are not
• 1) Are you?
• MALE/FEMALE
• 2) What age category are you?
• UNDER 15/16-25/26-35/36-45/OVER 40
• 3) What are you looking for in an electrical
  advertisement?
• -------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  ------------------------------------------
• 4) Where do you look for an electrical
  advertisement?
• Television/newspaper/magazines/radio/public
  transport.
• 5) How much would you spend in 1 visit if any?
• 1-6/7-15/16-20/21

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Student C - Electrical Supplies

• QUESTIONAIRE
• 6) Which days would you like the shop you like
  the shop to be open?
• MONDAYS/TUESDAYS/WEDNESDAYS/THURSDAYS/FRIDAY/
• SATURDAY/SUNDAY
• What opening hours would you like?
• 7-4/8-5/9-6/10-7
• 8) What would attract you to go to my shop?
• -------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  ------------------------------------------.
• 9) Is there anything in particular you would
  like to see in my shop?
• -------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  --------------------------------------------------
  ------------------------------------------.

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Lesson Objectives
By the end of the three lessons you SHOULD have

• Constructed tables and graphs to show the
  results of your questionnaires

By the end of the three lessons you MAY have

• Analysed the results of your questionnaires

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Student A - Vintage Clothes Shop
From the questionnaires I developed to find out
what the market was for a vintage clothes shop in
this area I was able to create some pie charts to
show the data more clearly. I chose to show the
data as pie charts because I feel they show more
clearly the percentages than a bar chart. When
looking at a pie chart you can instantaneously
see the results, whereas bar charts take a longer
look. Here are the results that I was able to
gather
Number male 4 27 female 11 73
This shows how many males and females that I
surveyed therefore the following results on
likes/dislikes etc should be considered whilst
thinking of the proportions of male and female.
If I had more time I would take an even amount of
male and female so that the results could be
directly compared.
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Student A - Vintage Clothes Shop
This shows that nearly all of the people that I
surveyed are only willing to pay about ten pounds
for accessories. This could be very bad for
business as vintage jewellery is expensive and I
may not be able to sell what I have in stock. To
solve this problem I could sell fake vintage
jewelry, but one of my personal objectives was
quality, this would not be in keeping with the
style of my shop so I think that the jewellery
should be promoted in a way that makes people
feel they need it.
Number accessories 10 13 87 20 2 13
30 0 0 40 0 0 50 0 0 60 0 0 N/A 0 0
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Student B Clothes Shop

• Results
• To present my results I will be putting my data
  from my questionnaires onto a
• bar graph. I could have shown it on a pie chart
  but because I have a large
• chunk of data, I can show it more clearly by
  using a bar graph.

age number 13-15 5 29 16-18 7 41 19-25 3 18
25 2 12
Looking at the graph above I can see that most of
the people I questioned were aged between 16-18
years. And in the table this age group has a
higher percentage. 25 are the lowest amount.
This data can help me with my advertising as I
now know that I should aim my age group at 16- 18
year olds. I had chosen my age group to be aimed
at 13-18 year olds and think it is still a good
age group to do it at because the second highest
is 13- 15.
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Student B Clothes Shop

• Results
• This graph shows what the publics favourite
  designers are. The most popular
• are Fred Perry and Stone Island. But the rest are
  the same. So in my
• business I will sell a lot of stock, which will
  be Fred Perry products, and Stone
• Island products but also I will sell the rest of
  the designer clothes

Designer amount Hugo Boss 1 5.88 Stone
Island 2 11.8 Donnay 1 5.88 Hackett 1 5.88 Fa
ith 1 5.88 Fred Perry 2
11.8 Gucci 1 5.88 Matalan 1 5.88 Dkny 1 5.88
Ted Baker 1 5.88 fcuk 1 5.88
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Student C - Electrical Supplies
5.how much would you spend in any 1 visit?
38 of people would spend more than 21 in one
visit, which is most popular. 30 of people would
spend 7-15, which is quite popular. 7 of
people would spend between 16-20. No one would
spend less than 7 in any one visit. This would
prove to my business as quite profitable.
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Student C - Electrical Supplies
10. Is there anything in particular you would
like to see in my shop?
30 of people would like to see nothing. 23 of
people would like to see good quality goods. 2
people (15) would like to see electrical gear,
and cheap goods. 7 of people would like light
bulbs, power drills mobile phones, and an idiots
guide to instantly own an electrical product.
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a) Advertisements that describe the features of a
product or give information about a service
1. Above-the-line promotion
2. Below-the-line promotion
b) Promotional methods that do not involve using
the media
3. Informative advertising
c) Advertising by paying to use media such as tv,
radio, newspapers or posters
4. Public Relations
d) Advertisements that try and influence and
persuade consumers to buy a product
5. Persuasive advertising
e) Activities aimed at obtaining good and
positive publicity for a company
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Lesson Objectives
By the end of the lesson you will be able to

• Understand which coursework tasks have to be
  completed over the summer break

• Understand the requirements of the different
  tasks in order to be able to complete them

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Student A - Vintage Clothes Shop

• Promotion (advertising)
• There are two types of promotion informative and
  persuasive, informative is
• when they simply describe the product and its
  features in a way that makes it
• sound good. This way leaves the consumer free to
  make up there own minds
• about the product. Persuasive advertising aims to
  try and convince the
• consumer that they need the product they create
  desire where it didnt exist
• before. Some persuasive adverts try to convince
  you that something bad will
• happen if you dont buy the product and some do
  the opposite and try to
• persuade you that something good will happen if
  you do. I will use a mixture
• of both types of advertising to advertise my shop
  as this will inform the
• customer/consumer on my products but will also
  persuade them to come and
• visit the shop. This will be the most effective
  way of advertising my shop as it
• includes all the things needed to draw the
  consumer in.

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Student A - Vintage Clothes Shop

• Social costs and benefits
• By opening my shop I will need to advertise this
  will create some social costs
• and also some social benefits. A social cost is
  all the negative effects on
• society and a social benefit is the positive
  effect that something has on
• society. In this case the thing that will affect
  it is advertising.
• Benefits
• By Advertising my shop it will provide
  information for consumers so that they
• are able to make a better-informed choice about
  what they buy.
• If I choose to advertise my products and shop in
  a magazine or newspaper I
• will pay for the print space therefore
  advertising can earn revenue for the
• Media and keeps down the cost of newspaper and
  magazines
• Advertising employs a great many people in the
  advertising industry. By
• adding my contribution I will benefit these
  people and also promote my shop
• in the process.

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Student A - Vintage Clothes Shop

• Costs
• The social costs of advertising are that
• Advertising can persuade people to buy products
  they do not really need and
• cannot afford. This is bad and I aim to inform
  people on my shop/products
• rather than persuade them to buy something they
  dont necessarily want.
• Advertising can encourage people to buy products,
  which may damage their
• health. This doesnt affect my business as none
  of my products can endanger
• a persons health.
• Advertising can lead to higher prices for the
  consumer because the cost of
• advertising still needs to be covered. This wont
  effect my shop a great deal
• as I wont be advertising on a large scale but any
  of the costs that may be
• created through advertising will need to be
  covered and marking up the
• prices of my produce make help with this. Because
  I will not need large
• amounts of money my business wont be effected
  for long therefore the
• consumers wont really be affected.

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Student A - Vintage Clothes Shop

• The law will play a big part in my business, as
  it will affect the decision
• making and what I sell in my shop. It will have
  to comply with all the laws or I
• run the risk of being sued of loosing the
  business. Legalization (the law)
• effects all companies, it ensures that workers
  and consumers are protected in
• all the following areas
• Discrimination
• Employment protection
• Fair trade
• Consumers credit etc

55
Student A - Vintage Clothes Shop

• Laws are put in place to protect the consumer
  such as
• Trade descriptions act (1968) this law makes it
  illegal for a trader to give a false description
  of a product being sold.
• Consumer credit act (1974) this protects anyone
  buying by credit such as hiring things. The
  consumer must be given a copy of the credit
  agreement and the consumer has 14 days to change
  his/her mind. APR is calculated the same by all
  firms
• Weights and measures act (1979) its illegal to
  sell goods under the weight or fewer in number
  than claimed. The weights and measures inspectors
  enforce this law.
• Supply of goods and services act (1982) this
  makes sure that all goods and services meet
  certain standards, the product should be fit for
  its purpose, good enough to sell and match its
  description. Trading standards enforces this law.
  If the product does not meet all of these needs
  the consumer is entitled to their money back.

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Student A - Vintage Clothes Shop

• There are also laws to protect the employee, such
  as the anti-discrimination
• laws
• 1970 equal pay act this was intended to give men
  and women equal pay
• 1983 equal pay act this made it compulsory to
  give the same pay for jobs of equal value.
• .and health and safety laws
• The 1961 factories act made sure there were
  minimum requirements in a workplace such as
  toilets.
• The health and safety act of 1974 states that all
  employers and employees take responsibility for
  their health and safety.
• The 1992-workplace regulations include the safe
  use of computers.
• There are also laws for when you leave
  employment
• Employment protection act 1978 this protects
  employees against unfair dismissal. Employees can
  only be dismissed if they are incompetent or have
  shown gross misconduct.
• Employees can only be made redundant if the job
  they do no longer exists. A firm is not aloud to
  re-advertise a redundant job. For those employees
  who think they have been the recipients of unfair
  dismissal or have been made redundant can appeal
  to an industrial tribunal who can compensate or
  reinstate the employee.

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Student A - Vintage Clothes Shop

• The laws that I think are going to affect my
  business are
• The trade descriptions act, this is because I
  will need to advertise my products correctly. I
  will also need to comply with the supply of goods
  and services act (1982) if I dont people may get
  trading standards involved and my business could
  be under threat. The supply of good and services
  will also affect my business. Health and safety
  will also apply, because not only do I have t
  look after my own health I also have to look
  after my customers and employees.
• I will not be employing people to start off with
  as my business is only
• small, but as it grows and becomes more well
  known and busy I will
• start to employ people, therefore I will have to
  comply with anti
• discrimination laws

58
Student A - Vintage Clothes Shop

• Advertising Media

59
Student A - Vintage Clothes Shop

• Advertising Media

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Student A - Vintage Clothes Shop

• The methods of advertising I have chosen for my
  business are leaflets
• and magazines this is due to the fact that they
  are a cheap way to bring
• custom to my shop. From this starting point I
  will then, when I have more
• money, be able to invest in better advertisement
  methods. By advertising
• using leaflets I can mass-produce it cheaply.
  This type of advertisement can
• also target a particular market segment easily.
  The only disadvantage is that
• it is easy to ignore this type of media so people
  may not find out about my
• shop through this. Therefore I need a back up.
  I think I could also advertise
• using magazines as this is also not very
  expensive and will appeal to people
• more easily as the people reading the magazine
  will obviously want to no
• about fashion etc.
• Although I want to use both of these methods of
  advertising, I think I will only
• use leaflets to start off with because of the
  cost impacts on the business if I
• use any other more expensive methods of
  advertising. However if this proves
• to be ineffective then I will revise my
  advertising method and change to a
• more effective one like the Internet.
  Advertising by Internet will reach a lot
• more people and allow me to show my range of
  products therefore allowing
• me to target a more varied consumer market.

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Student A - Vintage Clothes Shop

• What is the point of advertising?
• A business such as mine needs to advertise. If
  they dont they will not be
• recognized or used therefore loosing custom,
  consequently causing a loss in
• profit as well which is not good for the
  business. Although advertising can be
• expensive it benefits the business in the long
  run as it increases the amount
• of people using the shop and therefore the costs
  can be paid of quickly. The
• cost of advertising can be bad for smaller
  businesses as they may not be able
• to afford it and as they do not have as many
  customer may not be able to pay
• it off.

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Student A - Vintage Clothes Shop

• Sales Promotion
• Sales promotions are promotional methods that do
  not involve using the media such as by one get
  one free etc. They are known as below the line.
  They attract people on the spot to the product
  and are often a short-term solution, and
  therefore will only have an effect on the buying
  habits of the consumer for a short amount of
  time. These are the six main types of sales
  promotion
• Buy one get one free (BOGOF) this is when a
  business sells the product to the consumer by
  offering one free if they do buy it. This is
  useful because it can make a lot more people buy
  the product and therefore can be used when you
  want to get rid of old stock or an unpopular
  product. It appeals to the consumer because the
  idea of getting something free can make them want
  to buy the product more. This could be useful
  for my shop as I can use it as a sale offer and
  therefore attract a lot more customers.
• Discounts this is when you take money off the
  original price of the product. This is good as
  it gets people to notice your product when you
  have a 10 off sign above it. When you have
  posters like this around your shop it attracts
  people into it. Discounts are usually used to
  sell last seasons products or damaged goods. I
  will use this method in my shop, as it is a
  useful method to use to get rid of last seasons
  clothes.
• Competitions these are not used very often, and
  are often found in magazines. You would have to
  produce leaflets for the consumer to fill in and
  send away, this could add extra costs to the
  business, and therefore is not good for my small
  business. Competitions attract consumers because
  they appeal to them with the promise of winning
  lots of products such as a years supply

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Student A - Vintage Clothes Shop

• Sales Promotion
• Free gifts when you buy a product of a certain
  price you would then receive a free gift up to a
  certain price or a random product. This would
  attract many people to buying the product, as the
  appeal of getting something else would make them
  buy it. This is not necessarily a good thing as
  many free gifts are rubbish and of poor quality
  and not used again by the consumer. If I were to
  use this method of sales promotion in my business
  I would want to make sure that the free gift was
  of good quality and therefore it could amount o
  extra costs to my business as a whole. However
  it could be beneficial as I could get rid of old
  stock through this method.
• Product trials this is when you set up a stall
  etc and invite the general public to test the
  goods. This can be very beneficial as you can do
  some market research through it by getting
  peoples opinions, however this can not be used
  for my business as I cannot invite people to test
  my clothes. It would be a good method to promote
  and research food though, as many people would
  stop to test it.
• Point of sales advertising this is when the new
  product is put as the front of the shop or in a
  place of high visual impact so that the consumer
  is attracted to it. For example if a product is
  put next to the till more people are likely to
  pay attention to it and therefore buy, whereas if
  it is put in the back corner it is very unlikely
  to be seen and brought by the consumer. I would
  use this type of sales promotion, as it will
  hopefully make more people want to buy the
  product and therefore help my business to make
  more profit.

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Student A - Vintage Clothes Shop

• Sales Promotion
• The types of sales promotion that I am going to
  use are discounts, because
• this will increase the interest in the product,
  as people like to think they are
• getting a bargain. I can use discounts to get
  rid of any old stock or slightly
• damaged stock, therefore I will not miss out too
  much on a profit and will
• still be able to buy new stock for the future. I
  will also use buy one get one
• free (BOGOF) because it also attracts people with
  the appeal of a free gift
• and will again allow me to give away old stock
  that is not selling. This
• method of sales promotion is good for the
  customer but not so good on the
• business. It is a waste of money because Im not
  making a profit on the things
• I am giving away, however it will make the
  customers want to come back to
• my shop so in the long run it could allow me to
  make a greater profit. I will
• also use point of sales advertising because the
  product being near the till,
• this will attract the consumers attention and
  hopefully make them pick it up
• and add it to their purchases. This will be good
  on the business as I can place
• the more expensive jewellery here.
• I have chosen not to use the other methods of
  sales promotion because they are not really
  relevant to the clothes shop business for example
  product trials are good for testing confectionery
  items but I cannot go round asking people to test
  my t-shirts etc. Free gifts are just like buy
  one get one free except you get a choice of the
  item you get. As all of my products are of high
  quality I think this would be a big loss in
  profit for the business if I were to give away
  products. However I could set a price that the
  consumer has to spend before getting a free gift
  so that the business wouldnt miss out. If I
  were to do this I would wait till the business is
  up and running so that it has a good customer
  base to rely on. So this would not be my first
  choice of sales promotion. Finally there are
  competitions these would not benefit my shop as I
  would have to spend money making the forms for
  the consumer to fill out. This would mean a lot
  of time and effort for little benefit for the
  business so this would not be a good idea to sell
  my goods.

65
Student A - Vintage Clothes Shop

• Sales Promotion
• I have chosen not to use the other methods of
  sales promotion because they are
• not really relevant to the clothes shop business
  for example product trials are
• good for testing confectionery items but I cannot
  go round asking people to test
• my t-shirts etc. Free gifts are just like buy
  one get one free except you get a
• choice of the item you get. As all of my
  products are of high quality I think this
• would be a big loss in profit for the business if
  I were to give away products.
• However I could set a price that the consumer has
  to spend before getting a free
• gift so that the business wouldnt miss out. If
  I were to do this I would wait till
• the business is up and running so that it has a
  good customer base to rely on. So
• this would not be my first choice of sales
  promotion. Finally there are
• competitions these would not benefit my shop as I
  would have to spend money
• making the forms for the consumer to fill out.
  This would mean a lot of time and
• effort for little benefit for the business so
  this would not be a good idea to sell
• my goods.

66
Student A - Vintage Clothes Shop
67
Student A - Vintage Clothes Shop

• Details of campaign
• The method of advertising that I will be using to
  promote my business is
• leaflets. This is because they are cost
  affective and can reach a lot of
• people. Because they are cheap it is good for my
  business as it is
• starting off, as I wont have a lot of start up
  costs. The information on
• my leaflets will be a mixture of persuasive and
  informative information
• to attract people to my shop.
• I designed the leaflet/flyer like this as it is
  in keeping with the vintage
• theme which applies to my shop. It is simple but
  effective and uses a little
• touch of colour to add interest. As this is only
  a draft I will make a few
• changes if I were to do it for real, for instance
  I would make the writing
• bigger to make it stand out more and easier to
  read. I will use a balance of
• text and pictures so that he consumer doesnt get
  overwhelmed by too much
• information and to little colour etc. but overall
  I think this is an effective
• leaflet and will attract people to my shop

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Student A - Vintage Clothes Shop

• Conclusion
• I think that my marketing campaign is likely to
  be successful because it has all the
• right factors to make it appeal to the general
  public however I do think if I had
• more money to spend it would be more of a
  success. The reasons why it will be
• successful are that I will be using sales
  promotion techniques, market research,
• advertising and I mixture of persuasive and
  informative advertising to appeal to
• the consumer and attract them to my products. If
  I had more money I would use a
• more effective method of advertising instead of
  leaflets as these are easily thrown
• away. I would add adverts into magazines and set
  up a website to broaden my
• consumer market. This would also mean that I
  would be able to sell my goods
• overseas therefore making a larger profit and
  benefiting my business as a whole.
• When deciding what type of advertising I would
  use for my business I had to
• consider the costs, which is what lead me to
  choose leaflets and also my
• competitors. If my method of advertising was not
  effective I would not be able to
• compete with the likes of Topshop. Topshop uses
  very effective sources of
• advertising and they also have a website for
  consumers to use online. My
• business is only small and would not be able to
  take over their customer base but
• to make the venture worth while I would need to
  be making a profit therefore I

69
Student A - Vintage Clothes Shop

• Conclusion
• After analysing my questionnaire results I can
  see some improvements that can
• be made to my marketing scheme which should
  benefit the business, such as
• targeting a wider audience, this way I can bring
  in more customers to my shop
• and therefore make a bigger profit. I could also
  do more advertising in
• magazines because this proved to be the way most
  people would look for vintage
• clothes shops. This would also attract more
  people attention because the
• advertisement is eye catching and colourful. If
  I made these changes to my
• marketing campaign I will hopefully be able to
  successfully start my business
• and make a good profit.

70
Student B Clothes Shop

• Promotion (Advertising)
• The law will influence my business greatly. The
  best act, which I think is best
• for my business, will be the trades description
  act. This makes it a criminal
• offence to describe goods and services
  incorrectly. E.g. I cant say a top is
• 100 cotton when it is 80 nylon.

71
Student B Clothes Shop

• Advertising media
• There are quite a few ways to advertise. The ones
  I will be using are, radio
• and national television. Below I have drawn a
  table to show types of
• advertising
• Included advantages disadvantages table of
  various media types
• I emailed Fox Fm to see how much it would cost me
  to advertise on their
• station. The following page shows the information
  I got sent from Fox Fm. To
• advertise on Fox Fm it will cost 2,976.00 for 10
  minutes this lasts 8 weeks,
• 13 minutes, 30 seconds for 1,908.12 for 3 weeks
  or 1,508.43 for 7 minutes
• and for 3 weeks. Fox fm has 202,000 listeners and
  61,000 listeners are in my
• chosen age group. Also (because they sent me a
  slide show) they have let
• me know other information. They have told me the
  advantages for
• advertising with them. They are as follows
• In radio you can target a specific demographic
  unlike press. Although we
• know how many people are buying the paper we can
  not tell when they are
• reading it and who exactly reads each copy.
  Therefore in talking to your

72
Student B Clothes Shop

• Advertising media
• Research shows that radio offers the lowest ad
  avoidance as the chart below shows

Radio commercials can bring your sales message to
life, unlike press you can give a voice to your
commercial.
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Student B Clothes Shop

• Advertising media
• You can select the placement of your
  advertisement and we will not place your
• commercial next to that of a competitor, this is
  not a guarantee within press
• advertising.
• I think I will be successful if I advertise on
  fox fm. It offers me a good opportunity to let
• people hear about my new business.
• I will start off by using Fox Fm to advertise. If
  this is not successful I will advertise on
• T.V. in want advertise on the radio the most
  because it is a popular method, lots of my
• selected age group listens and I can get the most
  out of it. I chose T.V for the same
• reasons. I think it is a good way and T.V you can
  show pictures and show a lot of
• information. I think there is a lot of point in
  advertising no matter how much it costs
• because if you have enough capital to pay then it
  is worth it otherwise no one can
• know about the business unless passing it.

74
Student B Clothes Shop

• Sales promotions
• Sales promotion is the incentives offered to
  consumers to encourage them to buy
• goods and services. They are used to give a short
  term boost to the sales of a
• product. There are a variety of sales promotions
  that a business can use. Some are
• listed below.
• Price reductions this is when you are given
  coupons for money of a purchase of some goods or
  some goods a reduced in price.
• Free gifts (or buy-one-get-one-free (BOGOF))
  this is usually on the front of magazines e.g.
  lip-gloss. Or you can buy one product and get
  another free.
• Point of sales displays this is when there are
  displays to show some products sold e.g. at a
  hairdressers with a display showing their
  products.
• Competitors these are often used to attract
  customers into buying a product.
• I will be using price reductions and free gifts.
  The reason I have chosen these is
• because I can attract customers to visit more
  will offers on for price reductions and
• free gifts will give our customers ideas of what
  there is in store. But I do not want to
• do too many offers as I can loose out on a lot of
  money. Also I want to have shelves
• showing the products in the window of the shop so
  I could have a dummy for
• example with clothes from my shop on it.

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Student B Clothes Shop

• Details of Campaign
• Below I have written two statements. These are
  what I will be using for my advertising
• on television and on the radio.
• Script for Advertising on the radio
• (Womens Voice) Fed up with buying the same
  clothes? And going from one shop to another?
  (Drum roll) Well you problem is solved! (Music)
  Now coming soon in Cornmarket Street, Megs
  studio is the new shop where you can buy a range
  of products from Fred Perry, Ralph Lauren, Hugo
  boss and FCUK all under one roof! So what you
  waiting for? Get down there now! If you have any
  queries just give us a call on 01865 842657.
  (Music stops)
• Script for advertising on Television
• For television I want to use the same script as
  the television but just with animations.
• (Lady walks sown the street swinging keys in her
  hand) Fed up with buying the same clothes?
• And want more from your shops?
• Music starts with shop in background and people
  cheering, -
• Well you problem is solved! (Music) Now coming
  soon in Cornmarket Street, Megs studio is the
  new shop where you can buy a range of products
  from Fred Perry, Ralph Lauren, Hugo boss and FCUK
  all under one roof! (Clothes flying across screen
  with designer names) So what you waiting for? Get
  down there now! We will make sure that our
  customers are our number one priority and will
  make the best for you!
• (Womans face comes up to screen) and got any
  questions or queries? Ring us! (Phone comes up to
  the screen and the numbers light up when the
  number is read out) so call us on 01865- 842657.

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Student B Clothes Shop

• Conclusion
• My marketing campaign is most likely to be
  successful because I have chosen the
• correct advertising method for my business that
  will give a message out to the public to
• know what my business has to offer. If I had more
  money I would advertise with more
• strategies. I would send out fliers and leaflets,
  I would advertise in newspapers and let
• everyone know about the business. I would also
  set up a web page with info on the
• business and send advertisements that way. Also
  when I am advertising on the radio,
• I would do it in peak time instead have off peak
  and do it for longer times. When I was
• choosing what methods of promotion I was going to
  use I had to refer to the cost of
• things and the methods my competitors wanted me
  to use.
• My recommendations would be to advertise on
  television in peak times instead of off
• peak times. This is if I had more money. More
  people will be aware of this
• advertisement as it is off peak time and I can
  get the attention of more customers. Also
• if I had more money I would advertise over the
  Internet and have longer hours on the
• radio. This will help a lot by getting the
  attention of customers listening and surfing the
• Internet. My questionnaire results were quite
  good. Most of them showed me that there
• was a clear difference in the results. For
  example how people like to shop. By far I can
• see I clear difference that people like to shop
  using the internet so I could use this for

77
Student C - Electrical Supplies

• Promotion
• The 2 main types of advertising that exist are
  persuasive and informative. I will use
• both because the informative bit will tell people
  where we are, and the persuasive bit
• will hopefully attract people to my shop.
• The social costs are that advertising can cause
  people to buy goods they dont
• really need or want. People may not know the
  health issues that goods can
• cause so they can have an effect on peoples
  health. Consumers can be ripped off
• because advertising can higher prices. The
  benefits of advertising are that advertising
• provides information for the consumer and gives
  information about what they buy,
• advertising earns revenue, lower prices are
  created buy competition, advertising
• creates jobs.

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Student C - Electrical Supplies
Promotion The law will affect my business by
these laws trades description act, this law is
a criminal offence if the goods or services are
incorrectly displayed. Sales of goods act, in my
shop we must make sure it is at a good standard
and not damaged in any way and do what they are
suppose to do. Consumer protection act, my
business will be liable for any damage, which my
goods will cause and make sure they are safe for
the public to use. Health and safety at work act,
I will be held responsible for any injury that
might happen to any employees in my business, I
will also be liable for the safety and welfare of
any employees and make sure that any equipment is
safe to use and I will train employees to use the
equipment. Sex description act, I will employee
both male and female so I dont discriminate
between both sexes. Race relations act, I
will not be discriminating against anyone no
matter what race they are ethnic group or colour.
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Student C - Electrical Supplies
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Student C - Electrical Supplies

• Advertising Media
• I would use local newspapers for advertising
  because local people
• would find out about my business and people would
  not travel from
• miles around. The point in advertising is that a
  business advertises
• because it wants more or new customers or it
  wants to become well
• known.

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Student C - Electrical Supplies

• Sales promotions
• Sales promotion means promotional methods that do
  not involve the media.
• The kind of sales pro