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Introduction

Marketing Report 1. Introduction 1.1 The Task A local manager of a sports shop in Harrow, Janice Reynolds, has decided to start up her own business. She hopes to set up a sole trader sports retail outlet somewhere in the local area. My task will be to research and advise Janice of the market and marketing strategies. She understands that marketing a business deals with many issues, these are: * How to promote the business. * How to compete, while gaining profit, with the other sports shops. * What the other sports shops are doing. * Who the target market should be. * What pricing policy to use. * Products to sell. * Where to locate the business. I will also need to reassure Janice that all these issues are giving a good affect on the local community. Finally that all legal issues are covered and in order. 1.2 Marketing What is the definition of 'marketing'? Here I will research the different definitions of marketing. I will use various sources to find the definitions, for example, textbooks, the Internet etc. Here are the definitions and their sources: 1. "Marketing is the process that helps businesses to discover and meet the demands of customers." Applied Business for GCSE, Malcolm Surridge, Collins. 2. "Marketing is more than just selling or advertising. It is the art of making it as easy as possible to get the potential customer to buy your product." GCSE Business Studies - The revision Guide, Richard Parsons, CGP. 3. "The exchange of goods for an agreed sum of money." GCSE Business Studies - Internet - www.askjeeves.com 4. "Marketing is how a business ensures that a customer gets what they want, when they want and at the right price." Colleague - Mark Gilby, 10H, Vyners School. 2. Methodology The report in which I shall produce will provide sufficient information for Janice Reynolds to start up her own sports shop business successfully. ...read more.

Middle

So the new shop should look into selling specialist sports equipment. Why do you mainly buy sportswear? Now it is clear that sportswear is mostly bought because of the amount of people participating in sports. So sportswear should definitely be stocked up on in the new shop. What is your preferred way of buying sports goods? This shows that most people buy sports goods at either a sports superstore or a specialist sports shop. The new shop may look into being made as a sports specialist. How regularly do you visit a sports shop? Most people visit a sports shop every two weeks, so the new shop will have to try to compete with this and try to have shoppers visiting their shop just as much, if not more than every two weeks. What do you buy most from sports shops? You can see that equipment is the most bought type of item out of any, so the new sports shop will have to take this into consideration when deciding on what to sell. On average, how much do you spend on sports goods each year? Most people spend less than �100 pounds in sports shops every year and no more than �200, so the goods can't be too expensive in the new store because otherwise nobody will buy them. How did you find out about the sports shop you use? This graph shows that the most affective form of advertisement for a sports shop is through the television or the radio. What might attract you to buy your sports goods from a new shop? As you can see, most people go for value for money. So the new sports shop will have to think about this when pricing the goods. Research data in this form is called 'primary research.' Carrying out a survey like this, I think, works quite well because it presents clear data showing the different aspects to be thought of when opening a new shop, for example, the target market. ...read more.

Conclusion

* How to compete, while gaining profit, with the other sports shops. * What the other sports shops are doing. * Who the target market should be. * What pricing policy to use. * Products to sell. * Where to locate the business. Looking at these points I can see that they have all been carried out, for example, for the first point I suggested that advertisements should be carried out on the television and radio. While doing this report, I came up with some difficulties researching. One time I had a problem with researching was when I was looking on the Internet for research on questionnaire design. I did not know where to look, however, after some careful thinking I managed to find a good web site that outlined questionnaire design for me (www.askjeeves.com). After doing the project I have found that it all works quite well. If I were to do a project similar to this one in the future then I would probably do more detailed research beforehand. This would probably prepare me for the project better. Although I am still very happy with how the project generally went. 9. Bibliography Here is a list of all the sources I used for this project: * (Textbook) Applied Business for GCSE, Malcolm Surridge, Collins. * (Textbook) GCSE Business Studies - The revision Guide, Richard Parsons, CGP. * Internet - www.askjeeves.com. * Colleague - Mark Gilby, 10H, Vyners School. * (Textbook) Business Studies Now! For GCSE, Borrington, Stimpson & John Murray. * Internet - www.jjbsports.co.uk. * Internet - www.footlocker.co.uk. * (Textbook) GCSE Business Studies for AQA, Alain Anderton. Contents Page 1 - Introduction. Page 2 - Introduction + Methodology + Research. Page 3 - Research. Page 4 - Research. Page 5 - The Competition. Page 6 - The Competition + Research Results. Page 7 - Research Results. Page 8 - Research Results. Page 9 - Research Results. Page 10 - Research Results. Page 11 - Research Results + Business Proposal. Page 12 - Business Proposal + Marketing Plan. Page 13 - Marketing Plan. Page 14 - Marketing Plan + Conclusion. ...read more.

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