1. Lesson: competition
Starter
5 mins
Multi-choice question
Quick placing of A, B, C - restaurant
Intro
Introduce the factors which a business needs to consider
referring to pages 20-21
The story – p.20
Activity 1
10 mins
Learning about the competitiveness factors
Numbers 1-5 round table – read understand and feedback round table – why is that factor important?
Class feedback
Activity 2
Brief Encounter
Outline task
Activity 3
25 mins
Work on the strategy
Activity 4
15 mins
Present back to the class
Activity 5
Writing
Activity 6
Homework – to research yellow pages and internet to find three companies which do something similar to your business
Plenary
Review the five factors

2. to be able to explain a business idea to an audience
A market map shows....
Where a business is located
Where a product is positioned
Where the market segments go shopping
Which roads customers have to use to get to the business
to plan a new business venture while recognizing the influence of competitors

3. A B C This could be a market map for restaurants
to plan a new business venture while recognizing the influence of competitors

4. This could be a market map for restaurants
to plan a new business venture while recognizing the influence of competitors

5. p.20-21 Competition Price Quality & Design Brand image
to plan a new business venture while recognizing the influence of competitors
Competition
Quality &
Design
Selling experience
After-sales service
Price
Brand image
p.20-21
to plan a new business venture while recognizing the influence of competitors

6. p.20-21 Competition Price Quality & Design Brand image
to plan a new business venture while recognizing the influence of competitors
Q. Why is each factor important
in staying competitive?
Competition
Quality &
Design
Selling experience
After-sales service
Price
Brand image
p.20-21
to plan a new business venture while recognizing the influence of competitors

7. You are trying to establish a new business in the
Brief Encounter
You are trying to establish a new business in the
male underwear market.
The name you have come up with is Brief Encounter.
Your product range includes five basic styles.
to plan a new business venture while recognizing the influence of competitors

8. Brief Encounter The product range
to plan a new business venture while recognizing the influence of competitors

9. to plan a new business venture while recognizing the influence of competitors

10. Your marketing strategy
 Identify and describe the market segments who might be interested in each style.
Think about your competitors [all the other businesses selling products
similar to yours] and decide how you will position yourself in this market.
Depending on the position you are aiming for you need to make decisions on:
Quality
Selling experience
After-sales service
Price
Brand image
Decide on how you will try and establish your brand in the market [logo, catch-phrase, publicity...]
to plan a new business venture while recognizing the influence of competitors

11. Market segmentation Who are the target customers for each product
in your range?
to plan a new business venture while recognizing the influence of competitors

12. to plan a new business venture while recognizing the influence of competitors

13. Competition
To stay competitive, a business will aim to match or beat competitors on..... [now describe what these factors mean and why they are important]
Competition
Quality &
Design
Selling experience
After-sales service
Price
Brand image
to plan a new business venture while recognizing the influence of competitors

14. Your business To be able to describe what a business does Suppliers
Competitors
Your business
Homework
To find at least three
competitors to your business
Customers
to plan a new business venture while recognizing the influence of competitors

15. p.20-21 Competition Price Quality & Design Brand image
to plan a new business venture while recognizing the influence of competitors
Competition
Quality &
Design
Selling experience
After-sales service
Price
Brand image
p.20-21
to plan a new business venture while recognizing the influence of competitors