2002 GCSE BUSINESS STUDIES COURSEWORK ASSIGNMENT
The assignment must be written concisely as the word limit for the total assignment is between 2500 & 3000 words.
Toni started his business manufacturing ice cream from a small factory on the outskirts of Darlington where he supplied local retailers with high quality ice cream products.
Success came quickly and Toni soon realised that he had the financial stability to buy-out other retailers in the local area. Venetian Ices Ltd was formed and this meant that Toni’s
whole operation could expand. Venetian Ices Ltd now supplies take-home products as well as impulse lines.
In 2000 Venetian Ices Ltd saw their product range grow even further as a large supermarket chain approached the company to supply the outlets with take-home ‘own
Venetian Ices Ltd now wants to break into the ice cream parlour/coffee shop market as the marketing manager Ben Sutherland feels there is a gap in the market for this type of outlet.
Market research now needs to be undertaken in the Darlington area to ascertain whether there is a market for an ice cream parlour/coffee shop. Venetian Ices Ltd has hired your services as an independent market research expert to conduct the required market research.
Write a report to the marketing manager outlining whether there is a gap in the market for an ice cream parlour/coffee shop in the Darlington area.
Introduce the task in hand, explaining the importance and purposes of market research.
How will you gather the information you need? What different methods of market research could you use? What are the advantages/disadvantages of each method?
Identify some possible constraints which Venetian Ices Ltd may face if they were to break into the ice cream parlour/coffee shop market. Explain what is marketing and describe the main objectives of marketing. Identify how the markets can be segmented and suggest to Venetian Ices Ltd which segments they should focus their attention on.
You may also like to mention how the marketing mix could help Venetian Ices Ltd be successful in their attempt to break into the ice cream parlour/coffee shop market.
Carry out market research using a variety of sources; including both desk and field research. Present the information you have gathered, using a variety of presentational methods and record the sources you have used.
From the information you have gathered, select the products which seem to be the most popular and would be sold in the ice cream/coffee shop if the project went ahead. Explain why these may have been chosen.
Analyse the information you have gathered and explain what the results mean for Venetian Ices Ltd in their quest to break into the ice cream parlour/coffee shop market.
Is the information you have gathered sufficient and appropriate for you to decide on whether there is a market for the ice cream parlour/coffee shop? Would other sources/information have been more appropriate?
What possible alternative outlets could be considered by Venetian Ices Ltd if the public’s
response was unfavourable to the ice cream/coffee shop idea?
Look critically at all the evidence you have gathered and present your conclusions to the Board of Directors of Venetian Ices Ltd as to whether the idea of introducing an ice cream parlour/coffee shop should go ahead.