Business - Summer Assignment
2014-15
Business Double
Summer assignments for each course must be submitted in the relevant first lesson in September.
Failure to do so will automatically place a student on their first warning during the induction
period.
Developing a New
Confectionery Product
Scenario
You have just started working for Health Food Snacks Ltd (HFS), your family's business. The
company's profits have fallen over the last two years, not alarmingly but enough for the directors
to realise that a completely new strategy is required to ensure the future stability and growth of
the business.
You have convinced the board of directors that the company should become market orientated.
You are to assume the role of marketing adviser. Your task is to propose a marketing strategy to
the board at the next meeting.
Company history
Your mother and aunt founded the business 30 years ago. They were into health foods and
wanted to do something about the lack of appetising choice in local health food shops. They
started with-one product, a breakfast cereal, which they produced, packaged and sold to health
food shops in London.
Current situation
The current directors are very "product orientated", producing what they think is required by
the health food market and selling only to specialist shops. Until now, this has proved reasonably
successful. The products are sold to health food shops.
Preliminary research
You have carried out some very basic preliminary research and have made the following
observations:
 Only people who want specific health foods or remedies generally visit health food shops.
 The highest "snackers" are the 16-24-year-old market, who tend to miss at least one meal per
day and snack mostly on chocolate and crisps.
 The confectionery industry is booming in the UK
 Such foods provide a quick fix of energy only and are usually high in calories.
1
JAN 15/16
Business - Summer Assignment


2014-15
Cereal-, fruit- and nut-based products provide slow-release energy and contain valuable
nutrients to help make up the daily recommended requirements.
Young people tend to follow fashion trends and are influenced by marketing.
The Task
To produce a business report of at least three pages proposing a new healthy confectionery product for
the company. You can use the structure below as a guide.
Background
 Briefly describe the business.
 Identify the current financial problem. Why is company concerned with the situation?
Introduction to Marketing
 What is marketing?
 Briefly describe the Marketing Mix.
Product and Packaging
 Propose a new chocolate bar idea for HFS. It should include a healthy ingredient. Include
information on the brand name, ingredients and the target market.
 Explain why packaging is important for a fmcg product
 Include examples of competitors’ packaging. Analyse the strengths and weaknesses. of each
example.
 Produce packaging for your product
Price
 Why is price an important decision for HFS?
 What factors will you consider before setting a price for the new bar?
Promotion
 What promotions will you run for your new health bar at its launch?
 Analyse the advantages and disadvantages of the methods that you have chosen.
Place
 Where will your product be sold? Explain the reasons for your choices. Be creative.
2
JAN 15/16
Business - Summer Assignment
2014-15
Conclusion
 Explain why you feel that you idea will be successful?
It is important you do this work to the best of your ability. You will need to research key terms and
theories. The business course involves a great deal of independent research.
The total marks you are awarded for this assignment will be translated into a grade which will be your
first official piece of graded work in the subject.
You must bring your completed summer assignment with you to your first business lesson. Before you
submit the final version to your teacher, please read the questions below. Tick if completed.
.
Success Criteria for this Assignment (total out of 20 marks)
The report has been written in the appropriate business
structure.
(max. 2 marks)
The student has researched key words and used them
Raw
Marks
Percentage
Grade
80%
A
(out of
20)
16
3
JAN 15/16
Business - Summer Assignment
appropriately within the report.
2014-15
(max.4 marks)
A detailed marketing mix for the confectionery bar is included,
showing a strong understanding of the four Ps. (max. 8 marks)
14
70%
B
12
60%
C
10
50%
D
8
40%
E
Justification of marketing mix showing originality of thought.
(max. 4 marks)
Spelling, punctuation and the rules of grammar are used with
accuracy.
(max. 2 marks)
4
JAN 15/16