GCE Applied Business Unit 1 Investigating Business Broom House Farm Marketing

Starter Exercise What is the marketing mix of Broom House Farm

Presentation Objectives By the end of this presentation you should have achieved Assessment Objective 2 & 3  Understand the meaning of a marketing mix  Conduct original research into the marketing mix of Broom House farm  Apply the marketing mix to Broom House Farm  Analyse the marketing mix of Broom House Farm.  Evaluate how the marketing mix helps Broom House farm achieve its aims Success Criteria To achieve Mark band 1: Basic list/definitions & description of the marketing mix Mark Band 2:Accurate definitions & description of the main elements of the marketing mix Broom House Farm Mark Band 3: Detailed definitions & analysis of the main elements of the marketing mix of Broom House Farm, supported by original research Mark Band 4: Detailed and comprehensive analysis of the marketing mix of Broom House Farm, supported by original research and an evaluation of how it helps achieve their aims.

The Task Explain how Marketing Activities, Enterprise skills and teams have contributed to the success of the business.  How has Broom House Farm used marketing activities?  Take each of the 4Ps of the marketing mix and describe examples of what Broom House Farm has done. Use original research to back up your points.  How have the marketing activities you have described helped Broom House Farm to achieve different objectives ? NB In all your points you must use P(oint) E(xplain) E(ffect) to develop detailed analysis

Marketing What is Marketing? Student 1 start a sentence Student 2 add something to the sentence Student 3 add something else etc Task: Define/Explain marketing in your own words. You can copy a definition, as long as you put it in quotation marks and then explain it in your own words. Add the source of your definition to your bibliography

Market Research  Write a definition of market research? Use the following words to help  Information Competitors  Collecting Trends  Presenting Customers  Analysing How many connectives can you use in your answer?  Task: Define/Explain marketing in your own words.

Market Research – Trip Advisor Broom House Farm only conduct secondary research. They use sites like Trip Advisor to find out what people think of them? Study the Trip Advisor page for Broom House farm aurant_Review-g d Reviews- Broom_house_farm_cafe- Durham_County_Durham_Englan d.html Discuss as a class how useful this site is Task: Explain the meaning of secondary research Explain how they use Trip Advisor and what they can find out. Support your points with examples. What are the advantages of using Trip Advisor? How have these marketing activities helped BHF to achieve its objectives? Add this source to your bibliography

Market Research – Competitor Analysis SPOT THE DIFFERENCE How many similarities and differences between Broom House and Hall Hill Farm can you find in 5 minutes? Study the following website ings-to-do/ What could she learn about her competitors? Discuss as a class what are the advantages of using the internet to research Task: Explain how they use other farm’s websites and what they can find out? Support your points with examples What are the advantages of using the internet to research? How have these marketing activities helped BHF to achieve its objectives? Add this source to your bibliography

Product Starter Exercise -A Load of Bull You will be given a post it note of a cut of meat from the cow. Place on the picture where you think it comes from

Product – The Farm Shop & Butchery How many different products can you name that the shop sells? Target: 7 – Shop assistant 9 – Team leader 11 – Shop Manager

The Farm Shop Product Range

Product – The Farm Shop Describe the farm shop and its product range What is unique about its products? Support your points with as many examples as you can What are the advantages of have such a product range? How have such a product range helped BHF to achieve its objectives? Add any sources of information you have used to your bibliography

The Coffee Shop Describe the coffee shop Support your points with as many examples as you can What are the advantages of have such a product range? How does having a cafe help BHF to achieve its objectives? Add any sources of information you have used to your bibliography

Forest Adventure Describe the Forest Adventure Support your points with as many examples as you can What are the advantages of have such an adventure? How does having it help BHF to achieve its objectives? Add any sources of information you have used to your bibliography

Other Activities – Identify BHF Activities

Other Activities Choose some of the other activities that Broom House farm Offer Support your points with as many examples as you can What are the advantages of having these activities? How does having the help BHF to achieve its objectives? Add any sources of information you have used to your bibliography

Price Starter Exercise Match the strategies tudiesonline.co.uk/liv e/index.php?option= com_content&view= article&id=35&Itemid =23

Price  Describe the main type of pricing policies used by Broom House farm. You should, at least, consider the prices of the meats on sale.  Support this with prices from their competitors.  There are other price comparisons you could make: Entry charges; Coffee Shop & Other Activities  What are the advantages of the strategies you have identified?   htm htm  How does having the help BHF to achieve its objectives?  Add any sources of information you have used to your bibliography

Promotion -Spot the difference How many changes can you see between the 2 pictures?

Promotion Consider All Possibilities How many methods of promotion used by Broom House Farm Can You name? Target: 11 Marketing Assistant 13 Marketing Team Leader 15 Marketing Manager  Social Media – Facebook and Twitter  Newspaper  Leaflets  Billboard/Sign  Posters  Trip Advisor  Website  Newsletter & E Newsletter  Word of mouth,  Tourism websites, Visit County Durham  (website, pocket guide, Taste Durham), l  visiting primary schools,  hosting and giving talks to WI groups etc,  entering competitions,  social networks eg netmums, competitions  charity open day events,  sponsorship  free vouchers.

Promotion Read Broom House Farms Newsletter How does this appeal to customers and what are the advantages of newsletters? October-News----Voucher-.html?soid= &a id=-IKbuV5wxwM

Promotion  Describe some of Broom House Farm’s promotional activities. There are a large number. You do not have to do them all but choose a representative selection.  Support your points with examples of the promotions  What are the advantages of having these activities?  How do these promotions help BHF to achieve its objectives?  Add any sources of information you have  used to your bibliography

Place – Location of Broom House farm Location Location Location Describe the farm’s location What are the advantages of its location? How does its location help BHF to achieve its objectives? Add any sources of information you have used to your bibliography

Broom House Farm Distribution Broom House farm use a variety of different Distribution channels. Match the following to the correct channels: The Farm Shop Waitrose Farmers markets Online Shopping

Place – The Farm Shop  Explain what is meant by direct selling  What are the advantages of selling direct from the farm Shop? ink.co.uk/farm-shops-fresh-locally- produced-food-farmers-and- food-producers mktg.com/id22.html  How does selling direct help BHF to achieve its objectives?  Add any sources of information you have used to your bibliography

Place - Durham Farmers Market How does this catch your eye? What are the benefits to Broom House Farm? Use the following to help nfo/10-farmers-markets-faq/40- benefits-of-farmers-markets Or for more detail (Pages 9-12) ult/files/downloads/farmers_ma rkets.pdf How will using a farmers market help Broom House farm achieve their aims? Add any sources of information you have used to your bibliography

Place – the Internet Anyone for Tennis Divide the class in half. 1 st half name an advantage; 2 nd half give another etc until one team can’t go.  What are the benefits to Broom House Farm? mktg.com/id22.html  How does selling direct help BHF to achieve its objectives?  Add any sources of information you have used to your bibliography

Place – Indirect sales through Waitrose  Describe what broom house farm sells through waitrose  What are the benefits to Broom House Farm? mktg.com/id22.html  How does selling through Waitrose help BHF to achieve its objectives?  Add any sources of information you have used to your bibliography

Self Assessment Check your work 1. Read through it and see if it makes sense. 2. Spelling – read it don’t rely on spellcheck 3. Grammar – use commas and full stops correctly, so that you do not include overlong sentences. 4. Have you included all aspects in this presentation 5. Sub headings – each section should have a suitable sub- heading to make it clear what that section is about. 6. Pictures/Charts – have you supported the text with pictures/charts that show the relevant sections and people. 7. your work to your teacher: 8. They will check your work and return it to you with improvements where necessary.