2. Slide 1 An Introduction to Marketing David Abbott Insight Best Practice David Abbott 07971 962235 david@insight-bp.co.uk

3. Slide 2 SECTION 2 – ANALYSIS

4. Slide 3 Market Research QuantitativeQualitative

5. Slide 4 PESTLE - OPTIONAL Political Environmental Social Technological Legal Economic

6. Slide 5 Example – Village Hall Legal – less H&S legislation means we can reduce costs Social – move to ‘big society’, use this to promote idea of giving back to the community Economic – small businesses have less money, looking for more cost effective venues

7. Slide 6 Organisation Environment - OPTIONAL Competition Suppliers Channels Organisational Structure People Customers Market Product

8. Slide 7 Example – Village Hall Competition – local school now offering use of their gym at lower cost People – Joe and Jenny stepping down, need more volunteers Product – hall needs painting, need to factor that cost in

9. Slide 8 SWOT StrengthsWeaknesses OpportunitiesThreats Internal External

10. Slide 9 Example - Village Hall SWOT Strengths Central location Building has lots of character Near to pub so easy refreshments Team all volunteer, keeps costs down Weaknesses Losing Joe and Jenny, need to recruit more volunteers Hall needs painting Opportunities Fewer H&S laws will reduce costs St Burnham village hall burned down, chance to host their events Twinned with Nice, they have an overseas market, could hold that this Xmas Threats Local school hiring out gym, has better parking and is cheaper Bus closing down some routes, will make it harder to get to us

11. Slide 10 Workshop 2 PESTLE - OPTIONAL Organisational Environment - OPTIONAL SWOT