Business Studies Coursework - The new shop
For my coursework I have been asked to research how to make a new shop. Before I start my project, I will make an action-plan to show what I will be doing.
Task 1 – Secondary Research – Theory
Marketing – Finding out what customers want, providing it and making sure that the public is aware of it and where they can buy it.
(GCSE Business Studies for Edexcel, Sue Alpin, Jan Cooper, Gerard O’Hara and Fiona Petrucke)
Market Research – Getting information about consumers by studying statistics and reports and gathering new data by surveys of individuals or groups. (Business Studies for GCSE, Fourth Edition, Renee Huggett)
Market Segments – Groups of consumers within a market who have similar wants or desires. (Business Studies for GCSE, Fourth Edition, Renee Huggett)
Target market – The People who the product is aimed at according to certain factors, e.g. Age, gender, income. (Business Studies Exercise Book)
Task 2 – Primary Research – Survey
For this task, I have to find out how to make my business successful, using the 4 P’s of marketing (product, price, promotion and place) I also have to make a questionnaire to find out what my customers want. In this questionnaire I have to find out where to open the shop, what sort of food I will sell and how much to sell the food for, my competition, whether the shop should be milk/meat and whether it needs to be licensed etc
This questionnaire is an example of primary research.
I chose primary research because Primary research involves collecting data about a given subject directly from the real world.
Many types of primary research exist, such as:
Interviews: Interviews are one-on-one or small group question and answer sessions. Interviews will provide a lot of information from a small number of people and are useful when you want to get an expert or knowledgeable opinion on a subject.
Surveys: Surveys are a form of questioning that is more rigid than interviews and that involve larger groups of people. Surveys will provide ...
This is a preview of the whole essay
This questionnaire is an example of primary research.
I chose primary research because Primary research involves collecting data about a given subject directly from the real world.
Many types of primary research exist, such as:
Interviews: Interviews are one-on-one or small group question and answer sessions. Interviews will provide a lot of information from a small number of people and are useful when you want to get an expert or knowledgeable opinion on a subject.
Surveys: Surveys are a form of questioning that is more rigid than interviews and that involve larger groups of people. Surveys will provide a limited amount of information from a large group of people and are useful when you want to learn what a larger population thinks.
Observations: Observations involve taking organized notes about occurrences in the world. Observations provide you insight about specific people, events, or locales and are useful when you want to learn more about an event without the biased viewpoint of an interview.
Analysis: Analysis involves collecting data and organizing it in some fashion based on criteria you develop. They are useful when you want to find some trend or pattern. A type of analysis would be to record commercials on three major television networks and analyze gender roles.
I decided to use a survey because a survey is useful when I want to find out what a larger range of people thought, and that, in this case, was what was needed to be done.
The other method of market research is secondary research:
Secondary Research
Secondary research is conducted by looking at sources such as magazines, Government publications, industry surveys, economic environment, trade associations, chambers of commerce, libraries, etc.
Questionnaire
- Where would your preferred location for a new kosher shop be?
.....................................................................................
- What religion are you?
Jewish Christian Muslim Other
- Would you buy kosher food?
Yes No
- How old are you?
11-16 17-26 27-40 41-60
60+
- Are you male or female?
Male Female
- Where do you live?
……………………………………………..
- Where do you normally shop?
…………………………………………….
- How far would you be prepared to travel to shop?
…………………………………………….…
- What sort of food do you normally buy?
…………………………………………………
- How often do you shop?
Once a week Twice a week More
- How much do you spend a week on food?
£10-£15 £16-£20 £21-£30
£30+
- How do you travel? (car, bus, walk)
Car Bus Walk Other
- Would you be prepared to buy kosher food?
Yes No
- Have you had kosher in the past?
Yes No
- What type of food would you buy more of… milk or meat?
Meat Milk
- Do you know of any other kosher shops in your area?
Yes No
- If not, would you want one?
Yes No
- Do you have children?
Yes No
Task 3 - Primary research – Competition
Name of Shop:
Deliphone
Type:
A Kosher Bakery
Aim of shop:
To make a profit and provide a service
Location:
The store is about half a mile from Barkingside High Street, leading on from Longwood roundabout. If you were entering from the other end of Longwood Gardens, it would join to Woodford avenue, (an A road).Its next to the local pub, in the local parade of shops. Also its only approximately 100m from the local park.
Why is the location important? :
It is in a prime position, in Longwood Gardens, which is in the centre of Gants Hill where there are lots of housing estates. Residents have easy access to the shop as it is in walking distance. Also as it is in a parade of shops if travelling by car there are plenty of parking spaces available. It is also in access of buses as there are plenty of stops down this road.
Range of Goods/Services:
They have a sandwich menu, most of which are made to order behind the counter at the time of sale.
In addition to made-to-order sandwiches, they offer made-to-order green . Equally common is a selection of prepared , , , or other variety of salads, displayed underneath the counter and bought by weight or on a sandwich. Precooked fish, cheese, or products, possibly fried are found frequently. In order to provide an opportunity for a complete , they also offer a wide variety of , such as prepackaged , , . A selection of small package and ; some pre-packaged, others store-made and cellophane wrapped products are also available. Alongside these primarily and products, they also offer a number of additional items such as baked goods (breakfast , , ), and and small food items such as and are also usually available for purchase.
What Target Market is? :
I think that the target market is mainly towards Jewish people, however non-Jews are frequent customers.
Do you think the target market has influenced the shops location and its goods/services? :
I think that the target market has influenced the location of the shop in that the target market is for Jewish people; therefore the location has influenced it in that way due to the fact that Jews live near by. In addition to this the target market also influences the location in that it also targets non Jews and residents in which there is an abundance of in this location.The target market also influences the goods it sells by that the target market it for people who are Jewish; as the food must be kosher and abide to the kosher rules and regulations. Therefore, the target market does influence both the shops location and the goods and services it sells.
Task 4 - Secondary research - Licensing
Kosher concerns many things, whether it is clothes, food or Jewish items. As my project is on a kosher food shop, I am going to concentrate on kosher food. Kosher food can be categorized into different groups, such as fish, meat, etc. The food must or must not have certain characteristics to make them kosher.
MEAT AND MILK - Central to maintaining a kosher lifestyle is the separation of meat from milk. The prohibitions against mixing them are very strict, in some respects more so than other kosher regulations. This idea of stringent separation explains why it is necessary to have different sets of cutlery, crockery, cooking utensils and washing-up-bowls for meat and dairy meals. A dishwasher should be used either for meat or milk dishes but not both. (http://www.kosher.org.uk/what.htm)
How Licensing Happens
In order to be licensed, I must fill out an application form and provide the information about the plant, product list, ingredients list, including any additives or processing aids.
The expert team of rabbinical coordinators from the Kashrut Division then reviews the application and a rabbinical coordinator will contact me if there are any questions that I may have. The manufacturing process will also be reviewed including the cleaning procedure.
A representative Rabbi from the London Beth Din Kashrut Division will make a convenient date for an initial inspection of the shop. They will be able to give an estimate of the Kosher certification fee at this stage. The rabbi will then carry out the thorough inspection of the entire process from manufacturing through to packaging. The Rabbi will also take the time to explain to you what Kosher is about and how your shop will be able to get certified.
Finally if everything is acceptable with the ingredient list and the manufacturing process, the next stage will be that the certification fee is paid. They will monitor the Kosher status of the shop by means of regular factory visits. The local representatives make these visits.
A contract is will then be signed by me and the London Beth Din to ensure that the products, formulation or key raw materials are not changed without prior approval from the London Beth Din. The certificate is issued annually and my shop will now be part of the global KLBD certified network of companies.
Pros:
- Being licensed means I will able to attract more religious people as they are more likely to buy food from a licensed kosher shop as opposed to a shop that is not licensed.
- Being licensed will mean my business is seen as a good Kosher shop within the Jewish community.
- Able to build a good reputation for the shop.
Cons:
- My license could be taken away as if I am not seen as a practicing Jewish person. Such as if I am seen to be eating non-kosher, not in Shul on religious festivals, etc.
- It can be expensive to be licensed, as you have to pay for the license, and you have to pay the bet-din for endorsements. I will receive regular health checks to check my food is completely clean or license will be taken away.
I have decided that I will be licensing my shop as i feel that the pros certainly outweigh the cons and that the license will aid my shops success. Although it costs quite a lot of money, it will be worth it in the long term for my shop because people will note that my shop has been licensed so must be up to all the rules and regulations which will attract more customers to my shop.
By Kane Hopps