This is preparation work for the external assessment exam on Unit 2 – Developing a Marketing Campaign. This document contains comprehensive marketing plan for a fictional cycle selling business called Biki. The marketing plan has the correct layout and structure, needed to achieve distinction. Further each section has the maximum number of marks you can achieve, this will help you plan how mush time you need to spend on it. Unit 2 is very important, however unfortunately there are a lot of confusion on how to achieve high grades. With the help of this example marketing campaign you will be on your way to a very good grade. Topics covered: A01: Demonstrated knowledge and understanding of marketing principles, concepts, processes, key terms, data sources and definitions A02: Analyse marketing information and data, demonstrating the ability to interpret the potential impact and influence on marketing campaigns A03: Evaluate evidence to make informed judgements about how a marketing campaign should be planned, developed and adapted in light of changing circumstances A04: Be able to develop a marketing campaign with appropriate justification, synthesising ideas and evidence from several sources to support arguments<\/p>\n\n\n\n
Unit 2 Developing Marketing Campaign
External assessment
Activity A \u2013 prepare rationale for the bakeshop marketing campaign which can be
(establish business which want to increase profits or new business in which case it will be
about increasing awareness)<\/p>\n\n\n\n
Stuvia.co.uk – The Marketplace for Revision Notes & Study Guides
increase. This means that the demand of this type of bikes is increasing. More then 3 million cycles
were sold in 2016 UK alone, which shows that the market is huge and there is a lot of revenue to be
made. Cycling is currently hot topic on the political and social agenda, and increasingly promoted as
a healthy, fun and cost-effective way to improve well-being and support the environment for all age
groups. Another strength is that people in the age group of 40+ (that is within our ideal target
market) prefer to buy offline as they like to see and feel the product before buying, this gives Biki
competitive advantage over the online competitors and can win over a lot of clients.
Weakness \u2013 It is difficult to raise visibility and brand awareness among all of the perspective
customers because of the strong competition. Another point to be considered is the seasonal nature
of the cycling market \u2013 sales are directly affected by the weather. A wet summer is not good for the
business on the other hand sunny and worm weather is shown to greatly increase bike sales. The
fact that the cycle market is seasonal means that during winter and wet weather the business may
struggle to make any profit.
Opportunities \u2013 As people become more environmentally aware this may lead to increase in bike
sales especially with the use of the right marketing campaign. The bicycle is really popular gadget
with a market of about 100 million sold annually in UK. But with Brexit in the horizon there is
financial uncertainly coming up. The prices of living in the UK are increasing and especially so in the
case of gasoline and diesel. Running a car has a lot of expenses associated with it, like tax, fuel,
insurance, maintenance which may lead to people start looking at alternative ways of transport. The
national statistics are showing increase in bikes sales every year, and the Folding Bicycle is one of the
fastest growing bicycle categories because of its many practical and conceivable uses in recreation
and personal mobility. This means that the cycle market share is growing, providing good
opportunities for the Biky shop.
Threats \u2013 There are many online shops specialized in selling bikes like bicycles4u.com and
cycleking.co.uk as well as some well-established online retailers like Amazon that have a wide range
of bikes up for sell. Those shops offer the lowest prices possible in order to keep up with the
competition and can be a serious treat for Biky as younger customers are not freight so shop online
if the price is lower. With the use of the internet people become more and more price aware and if
the shop doesn\u2019t offer equal or even cheaper prices than online then a lot of people would go online
and buy their bikes from there. It is hard to compete with e-commercial bike business because they
don\u2019t have a lot of the expenses a physical shop has, like paying staff and renting the shop. There are
also hundreds of cycle shops in the UK some of which really successful and well know. Evans Cycles
and Cycle Surgery are two well know cycle retailers that have shops all around UK. Because they are
well known, people trust them and it can be hard for a new cycle shop to win customers. In terms of
folding bikes, the biggest competitor is Brompton, which is the leader of manufacturing and selling
folding bikes since 1970s. Brompton has shops all around the world including UK in London. The
shop is on two levels and has bike and accessories show room and also workshop making it the
biggest shop for folding bikes in the UK. This company has continued to grow with 30% increase of
sales for number of years and can be a serious competitor of Biki.
PEST ANALYSIS<\/p>\n\n\n\n