Word count

1,800 words

File type

Word processed

Font

12 pitch font – Arial or Times New Roman

Format

Double spaced and justified

Referencing

Harvard system

Notes

Your assignment must include page numbers and word count.

You will receive a 10% penalty for the assessment if you go over the word count by more than 10%.  If your assignment is significantly under the word count, you may not have answered the question in full. This will be reflected in your overall mark and feedback given by your tutor.

The word count does not include contents, end of text references or appendices.

Module learning outcomes:

On successful completion of this assessment, you will have met criteria towards the following module learning outcomes:

Knowledge based outcomes:

LO1. Recognise the purpose and key characteristics of business

LO2. Explore the impact of the external environment on business decision-making

LO3. Examine the use of marketing research and the marketing mix

Skills based outcomes:

· Carrying out secondary research 

· Ability to work competently and independently, being aware of own strengths and weaknesses 

Assessment criteria:

In order to successfully complete this assessment and meet criteria towards the above learning outcomes, you must satisfy the following criteria:

AC1.1 Describe different types of business activity and purpose

AC1.4 Recognise the role and importance of stakeholders in the operations of a business

AC2.1 Identify the key factors influencing demand for a product or service

AC2.2 Analyse the effect of external factors on business as part of a SWOT analysis

AC3.2 Recognise the elements and purpose of the marketing mix

AC3.3 Describe pricing strategies, promotional and distribution strategies used by businesses

AC3.4 Explore the use of market research for business decision-making including Boston Matrix and Product Life cycle

Assignment instructions:

Use the following details to help structure your essay:

· For this assignment you need to submit a research report of 1800 words

· You must choose one business to research - this must be approved by your tutor to avoid any overlap with other students.

· Use the following details to help structure your assessment.

Task 1 - Introduction to The Business: Business purpose (15 marks)

· Describe the purpose of the business

· Discuss the importance to the business of different groups of stakeholders.

Task 2 - External factors (20 marks)

· Identify the external influences that may impact the business by conducting a PESTLE analysis.

· For each external influence, explain whether it represents a threat or an opportunity for the business.

Task 3 - Marketing (20 marks)

· Describe the marketing mix of the business or of one of its products / services.

· Explain the likely use of either Product Life Cycle analysis OR Boston Matrix analysis to make business decisions.

Task 4 - The impact of external factors on the marketing mix (25 marks)

· For each of the external influences identified in Task 2, explain which elements of the marketing mix are likely to be adjusted by the business, in response to that external influence. Provide actual examples wherever possible.

Task 5 - Presentation and Harvard Referencing (20 marks)

· Check your work for spelling and grammar

· Present your work in an acceptable format

· Use Harvard referencing

Fu Other Instructions:

You will need to provide a bibliography of at least 5 references. Please try to use a variety of sources such as reliable websites, newspapers, databases, books, journal articles.  You will need to use Harvard referencing. You must not reference any user-generated sources of information such as Wikipedia or forums. You could read these to get a general overview for your own understanding, but they should not be used in your references as they are not always reliable sources of information.