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Kamran Adnan (10 S2)                GCSE Business Studies

                                Marketing Coursework©


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Aims And Objectives

  • Aim of the coursework
  • Objectives of your coursework
  • Application of theory-think of what theory you will apply to your work
  • Think of what you want for your plan

Aim of the Coursework

The aim of this piece of work is to create a marketing plan for a small business (type of business you are creating the marketing plan.)

In order to achieve my aim I will have to meet the following objectives:

  • Apply relevant theory to the Marketing Plan
  • Carry out Marketing Research including the production of a Hypothesis
  • Produce Finding along with Comments and Suggestions
  • Compare Hypothesis with Findings.

Objectives Cont

Produce a Marketing Plan

Evaluate the Marketing Plan by carrying out a SWOT analysis.

S        Strengths

W        Weaknesses

O        Opportunities

T        Threats

The above objectives will be met within the Timescales laid out in my Action plan

My Business

My business is a car showroom. At the beginning I am going to sell only cars and offer a small variety of accessories. I have decided to locate my small business in Fulham on the Fulham Broadway, because I think there is always rush and many people might visit my showroom. Another reason is that there is also the Fulham Broadway Underground Station near my business.

Marketing Theory

The aim of this section is to apply a theory to this relevant peace of coursework.

Marketing Definition

In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.

There are activities for marketing which ensure that customers get what they want, how much they want, where they want and when they want. They also ensure customers that they get it at the right price. Other activities are:

  • To decide what products and services should be provided at what price
  • To inform the customers through advertising and promotion
  • To identify the size and the wants and needs for customers
  • To decide which markets should be served
  • To get the goods to the customers

The Marketing Mix (The four P’s)

The full range of activities that may be used by a business to market its products is called the marketing Mix (also known as the four P’s. The Marketing Mix refers to the 4 P’s. These include:

Product:        The products or services that may be used by a business to market its products

Place:                How the product is distributed, where it can be brought

Price:                The price at which the product will be sold

Promotion:        How to sell the product including advertising, other publicity, discounts, special offers, point of sale displays and direct marketing

  • Product

Every business has to decide what product or what product range they are going to sell. A further decision is what quality of product they would like to make and sell how it is to be packaged and what name to give the product. They also have to decide whether to attempt to brand the product.


With branding a product the product appears different from its competitors. A good example is the one of Cola. There are Coca-Cola, Virgin Cola, Pepsi Cola and Classic Cola, encourage brand loyalty, to ensure that consumers will continue to purchase it in preference to competitors’ brands

Methods of product differentiation are used to convince consumers that a product is different from those of its competitors. The methods used are:

1. Attractive packaging

A company may use unique colours, containers and/or designs to ensure that its product will be easily recognised by the consumer.

2. Branding

Branding is the way a product is given a unique name and image, for example, Levi Strauss and Nike. Think of some other brand names that you know.

3. Advertising

Advertising will remind the consumer of the product's benefits. Advertising campaigns aim to highlight the differentiation, such as tastier, more fun, better service.

Join now!

4. Promotion

The company may ask consumers to collect a certain number of labels of the product to qualify for a prize, or to qualify for a competition. Promotion includes competitions, collecting tokens and special events; they create hype and excitement around a product.

  • Pricing

Price is the money paid when goods and services are exchanged. Businesses have to decide the price of their product.

There are different ways in which businesses price their products. Here are the five ways.

Competition Based Pricing

In this way firms base their prices according ...

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