Business Enterprise coursework

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GCSE Business Studies, AQA, Seven Kings High School. Enterprise project

Enterprise Project

Oliver Pink

Seven Kings High School

13337


Contents Page 

  1. Introduction

  1. Desk Research of market

  1. Target Market Field Research

  1. Product Development Field Research

  1. Pricing

  1. Advertising and promotion

  1. Place

  1. Conclusion

Introduction

My project is to research a business of my own choice. To do this I must research into all aspects of a business, using books, people, and computer resources. I will have to use a company/product which isn’t doing so well so I can think of a way of improving it. My objective is to investigate the market and using the 4 P’s, so it will create a successful new product that will be sold in the UK, so the business will hopefully be more popular and will expand by having my product,


Viennetta is an  product made in  factories and sold under the various  logos around the world. It was launched first by  in 1982 using a technique devised by Kevin Hillman.

The original Viennetta was a multi-layered product comprising layers of vanilla ice cream with sprayed on 'chocolate' layers. The layers of ice cream were extruded, one after another, onto trays sitting on a moving belt. The rate of extrusion was greater than the speed of the belt which caused a deliberate 'bunching' of the ice cream; each layer was extruded at a different speed to the previous layer. The final effect was akin to a series of waves rippling through the product. This visual aspect combined with the in-the-mouth contrast of the smooth ice cream covered in crisp 'chocolate' to give the product an instant appeal.

The 1990s focused on new flavors such as mint, strawberry, cappuccino and praline. It was also the decade when Viennetta was given thicker and wider chocolate flavor layers – 25% more, in fact!  There was also a glittering promotion launched in 1993 – 10 sets of diamond necklaces and 100 sets of diamond earrings, each worth £5000, were up for grabs.

In 2004 Viennetta launched the Selections range. This included fruits of the forest, chocolate brownie and double crisp. To celebrate its 21st birthday, the traditional ice cream wave was increased in size.

In order to celebrate the 25th birthday of Viennetta dessert in 2007 the two favorite flavors still exist, Mint and Vanilla but now with even more chocolate and even bigger waves to make them taste even better

Viennetta vanilla Viennetta mint


Desk research is a form of secondary market research. It means using data that already exists (secondary data) as part of the market research

Desk research will help me to see how I will be able to make Viennetta better for example the type of ice cream or chocolate I will change. I can do this by going on the internet and research on the company’s website to see what flavours they have etc. Also it will help me to see what type of market I will be introducing my product. This will involve collecting catalogues, brochures, visiting shops, and looking at how the product is advertised and promoted. By seeing what my target market is, it will help me to design a better idea especially for them.

Comparing companies in the Ice Cream industry

Product: Häagen-Dazs is an American brand of ice cream, established by Polish immigrants Reuben and Rose Mattus in The Bronx, New York in 1959. The ice cream comes in many different flavours and is a "super-premium" brand, meaning it uses high quality ingredients and is quite dense. Häagen-Dazs is also meant to be kept at a temperature that is substantially lower than most ice creams in order to keep its intended firmness. It is sold both in grocery stores and in dedicated retail outlets serving ice cream cones, sundaes, and so on.

A majority of the permanent flavours offered by the company include chocolate in one form or another, though there are vanilla-based blends as well. Three to four times a year a seasonal limited edition flavour is introduced.

 Price:  The average price range is between £4 which is quite cheap for ice cream because it’s high quality  

Promotion: Even for a very large company like Häagen-Dazs, they don’t really advertise as much as other ice cream companies for example walls, this is because their ice cream is so wonderful they get their costumers to promote it for them which save them a lot of money. The only promotion they do is they have their own website which tells you all about Häagen-Dazs and their history.

Place:  Häagen-Dazs products are mainly sold in high quality supermarkets i.e. Tesco because high quality and due to the freezers being at the right temperature making the ice cream perfect to eat

 

Product: Ben & Jerry's is a brand of ice cream, frozen yogurt, sorbet, and ice cream novelty products, manufactured by Ben & Jerry's Homemade Holdings, Inc., headquartered in South Burlington, Vermont, United States, with the main factory in Waterbury, Vermont and is owned by the conglomerate Unilever.

 Price:  The average price range is between £3 which is very cheap for ice cream as it spouse to be the best ice cream on the market

Promotion: Even for a very large company like Ben & jerry’s, they don’t really advertise as much as other ice cream companies for example walls, this is because their ice cream is so good they get their costumers to promote it for them which save them a lot of money. The only advertisement they do is they have their own website which tells you all about Ben & Jerry’s and their different type of flavours they have.

Place: the same as Häagen-Dazs, Ben and jerry’s products are mainly sold in high quality supermarkets i.e. Tesco because high quality and due to the freezers being at the right temperature making the ice cream perfect to eat

Product Cornetto is a branded frozen ice cream cone, manufactured by Unilever and marketed throughout the world under various different company names, but with the same Heartbrand logo.

The idea of selling frozen ice-cream cones had long been a dream of ice-cream makers, but it was not until 1959 that Spica, an Italian ice-cream manufacturer based in Naples conquered the problem of the ice-cream making the cone go soggy. Spica invented a process, whereby the inside of the waffle cone was insulated from the ice-cream by a layer of oil, sugar and chocolate. Spica registered the name Cornetto in 1960.


Target Market Field Research

Target market is a business term meaning the market segment to which a particular good or service is marketed. It is mainly defined by age, gender, geography, socio-economic grouping, or any other combination of demographics.

Field research is a type of market research using primary data. There are many ways of collecting primary data, such as:

Observations

Experiment

Surveys

Different types of ways of conducting surveys are:

Postal surveys- A survey method in which a printed questionnaire is produced and is sent by mail to respondents for them to fill in and send back

Join now!

Telephone surveys, consumer panel and personal interviewers-

Different types of questions can be used during surveys such as:

Open Questions- A question that gains information, usually beginning with who, what, why, where, when, how.

Closed Questions- A question which has a limited number of logical answers (e.g. 'yes' and 'no'), as opposed to an open or open-ended question

To find out my target market I will use a questionnaire to see who likes my product the most and to see how I could improve it even more for the people who don’t like my product so ...

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