• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Setting up a shop in York

Extracts from this document...


Introduction For my business Studies coursework I will be considering the key issues around setting up my own shop situated in York. I have decided to make this a sports shop as there are only a few sports outlets in York which gives me a greater opportunity for success. In addition this is an area that I could specialise in as I have good knowledge around this market already and will be able to use this to my advantage. It will be called CarverSports which makes it obvious that it is a sports shop and new to the area which should generate some interest. I will believe we should do a range of goods and specialise in a few, less popular sports. I think this will make our company a lot stronger, attract a variety of customers and more likely to make more revenue as there is less competition and good profit margins. We will be the only sports shop in York who sell sportswear such as American Football garments and karate clothes. I think this will give us the edge against the competition. Before we go ahead we need to do some research which I will cover later. I have decided to go into a partnership with a long known friend of mine Mark. I prefer this to being a sole trader for a number of reasons. * More capital invested into the business therefore less debt to pay interest on * Less work for me to do so I can share the workload * More likely to get a loan or overdraft from the bank * Specialisation: My partner may be better at finance and I may be better at marketing * Someone to share idea and look for new opportunities to make profit However, there are some disadvantages of being in a partnership * Unlimited liability for me and my partner together * If my partner makes mistakes, I lose money too * Not as recognized as Ltd or PLC * The profits will have to be shared with him Like most businesses, our aim is survival and to prosper. ...read more.


just at the beginning of a sports championship such as when England are about to play in the World Cup. I will now look at the Message and Media in more detail. Advertising Message In an advertising campaign, no matter how much money is spent, no matter what media is used, it will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising message must stand out amongst the advertising clutter, be memorable and encourage people to want the product and go and get it. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of 'What is said', and 'How it is said'. What is said This is often referred to as the 'Big Idea', and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categorise the content of advertising messages which a business may send, below I have included three examples of actual message strategy. Examples of 'What is said' Gillette: The best a man can get Is an example of a message which draws attention to the brand's position as the market leader, reminding and reassuring the audience, we all like to think we have the 'best'. Reebok: Trying to loose your belly Is an example of a business emphasising the functional benefit that motivates the purchase of the product in the target audience. Fitness, health and a toned body is very appealing to most people. Sony Play Station 2: Its out there Seeks to differentiate the product from both the competition, and previous version of the Play Station 2, whilst also generating awareness and interest in the new product. How it is said Our last example of the Sony Play Station 2 campaign, also underlines the fact that how things are said, is often just as important as what is said. ...read more.


Fair Trading The manufacturers used by our suppliers are treated fairly and with respect and undue pressure is not placed on them through terms and conditions of supply. Summary I have considered my desk and field research thoroughly to ensure I know The customer needs and wants The products that sell best The products that are not sold currently by the competition The target customers The type of advertising and promotions The location I have added this to my own knowledge and that of my partner to establish the best options for my plans. I am a lot clearer on what I need to do and how to do it. This will also help when I go to see the Bank Manager for a loan to get started. I would need to train up the staff, pay them a good salary and keep them happy so they were seen to be helpful and friendly to the customer to ensure they give customer satisfaction Conclusion In conclusion to this piece of coursework, I think that my business will work quite well. We will obey all of the laws including the trade descriptions act and follow our own guidelines of code of conduct. I am sure that my business will be a success if I put in the hard work and great ideas to attract customers. If I did this again then I would not choose a sports shop as I found out that there were more than I thought and the competition is more as JJB Sport can get better deals from manufacturers because they buy such huge quantities. Apart from that I think that everything has gone very well. I did different types of research and got the results that I needed from the Mintel report and from my questionnaire. My company would find it difficult to start like all companies, especially with rivals such as JJB sports. However, I think that our company will pull through. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. My business strategy - computer shop.

    Primary data or Secondary data- I will use primary data in my project as it will be more accurate, and will be will be of a neutral view point. Random or quota sampling? Random sampling This is when every one in the country has a equal chance of being picked.

  2. Analysing Coca-Cola advertising.

    This one has a man as the main focus whereas in the others the focus was on women. In this poster there is a man lying down wearing a pair of jeans and no top, he's holding a bottle of Coke in his hand and he appears to be lying

  1. An analysis and comparison of James Bond Film posters.

    Bond is holding a gun and carrying a jetpack suggesting that the film will be violent. His face expression seems to looking in another direction in a quite serious look. This implies he is suspicious or ready for action. The fire also suggests a bit of violence.

  2. Research an existing business in your local area and produce questionnaires to be distributed. ...

    they pay * Who, and where will they buy the product * Competition * What promotions to use What do I want to find out- I want to find out: * Are people thinking of buying electrical goods * competition in the area * What prices * Who will buy

  1. Free essay

    Compare the advertising campaigns for Benetton and Barnardos. How do both aim to attract ...

    "We need to have images that will make people think and discuss. Ad agencies are obsolete, they're out of touch with the times; they're far too comfortable. When the client is happy, they stop trying. They don't want to know what's going on in the world.

  2. Examine some of the ways that television advertising has developed since the 1950's.

    Again, the narration is done by voiceover, again Yorkshire. None of the characters in the Hovis adverts speak directly, which creates a sense of a memory of the idyllic past. The camera cuts to a postman who asks the boy not to run away. Then the boy jumps down and walks home with the postman.

  1. This report included three advertisements evaluations of different product categories. With FCB Grid, the ...

    In conclusion, the series of advertising intent to arouse consumers' curiousness by using emotional involvement then encourage them to discover the brand through visiting stores or browse the website. Advertising 3: AquaDrops Mint General Analysis AquaDrops is a refreshing sweet company offering different kinds of mints with fruity flavours.

  2. How successful is advertising? A comparison of two adverts discussing the techniques they use ...

    It is an exact replica of the typeface found on the bottle but much larger. It is the largest word on the advert so the consumer remembers it when they see the product in a shop and feel a sense of familiarity with it, which makes them more likely to buy it.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work