BTEC National Business (single)
Unit 3 – Introduction to Marketing
Hand out …………………………… Hand in ……………………………
Scenario
You are working as a Marketing adviser to McDonalds. Their marketing strategy for the next
5 years is to become a ‘healthy fast food’ business.
The company is looking to develop a way to market their latest product ‘The Healthy Option’
meal deal.
Your role is to develop a Marketing plan for this product taking into account marketing
objectives, market research and segmentation, the marketing mix (4Ps) and economic and
legal issues that can influence the success of this product. In order to prepare a convincing
report you are required to investigate the use of marketing methods in at least 1 other
business.
Section A - Marketing Objectives P1
1. Define marketing.
2. Give the definition of an aim and an objective.
3. Define SMART and explain why objectives need to be SMART.
4. Give 3 business aims and 3 marketing objectives of McDonalds and explain why they
MUST be linked.
Section B – Marketing Techniques P1
1. Define marketing strategy and then describe the marketing strategy of both McDonalds
and Tesco. (see Pupil resources for help)
2. Draw, label, describe and give examples, for each of the stages of Ansoff’s Matrix.
3. Which strategy would be appropriate for the ‘The Healthy Option’ meal deal? Give
reasons.
4. Explain what is meant by a ‘survival strategy’ and give 2 examples of companies using
such strategies.
BTEC National Business (double)
Unit 10 - Market Research in Business
Hand out …………………………… Hand in ……………………………
Scenario
You and your business partner have saved £25,000 to re-invest in your company and are
looking to invest in a new business venture in Welwyn Garden City. You have decided that
you would like to open another ‘Hair and Beauty Salon’ which offers all kinds of beauty
treatments. Your new store will be your 2nd ‘A Touch of Class’ salon and you are hoping
the brand will continue to grow over the years. Your partner has asked you to research
the market – competitors/demand for products/services. You will need to present your
findings to your partner.
Section A – types of research (P1 & P2)
1. Describe the different types of Primary research and discuss how ATOC might use
different primary research methods to make marketing decisions.
2. Describe the different types of Secondary research and discuss the different
secondary research methods that ATOC could use to make their marketing decisions.
Section B (M1)
1. Produce a table listing primary and secondary research methods stating how
appropriate they are for making different marketing decisions for which they may
provide useful data for ATOC.