Describe pricing strategies, promotional and distribution strategies used by businesses.

AC1.1 Describe different types of business activity and purpose
AC1.2 Analyse the different forms and legal structures of businesses
AC1.3 Recognise the role and importance of stakeholders in the operations of a business
AC2.1 Identify the key factors influencing demand for a product or service
AC2.2 Analyse the effect of external factors on business as part of a SWOT analysis
AC3.2 Recognise the elements and purpose of the marketing mix
AC3.3 Describe pricing strategies, promotional and distribution strategies used by businesses
AC3.4 Explore the use of market research for business decision-making including Boston Matrix
and Product Life cycle (also applicable to services)
Assignment instructions:
Use the following details to help structure your essay:
• For this assignment you need to submit a research report of 1800 words
• You must choose one business to research – this must be approved by your tutor to avoid any
overlap with other students
• Use the following details to help structure your assessment
Task 1 – Introduction to The Business: Business purpose (20 marks)
• Describe the purpose of the business
• Analyse the legal structure of the business
• Discuss the importance of stakeholders in the operations of the business
Task 2 – External factors (20 marks)
• Identify the external influences that may impact the business by conducting a PESTLE analysis.
• Use these PESTLE factors to create a SWOT analysis for the chosen business.
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Task 3 – Marketing (20 marks)
• Describe the marketing strategy/marketing mix of the business
• Explain the likely use of Product Portfolio Analysis (product life cycle-also applicable to services
and the Boston matrix) to make business decisions

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