Name / Teacher / Hand-out Date
Assignment 3 – Market Research and Promotion
Scenario: The sports business is worth billions of pounds to the UK economy. Sports businesses range from professional football clubs to high street fitness clubs and sport retail outlets.
You have been employed by a local sports business to help them understand the use of market research and marketing by sports businesses.
Grading Criteria / Attempt 1 / Referral
P5Plan market research related to, and appropriate for, a selected sports business
P6Conduct market research related to, and appropriate for, a selected sports business, recording and interpreting results
P7Describe the marketing activities of a selected sports business
P8 Produce a promotional plan for a selected sports product
or service, drawing on market research.
M4Conduct market research related to, and appropriate for, a selected sports business, explaining the results
M5 Justify a promotional plan for a selected sports product or service.
D1 Analyse the results of themarket research, drawingvalid conclusions
D2Evaluate the promotional plan identifying areas for improvement.

CURRENT/FINAL GRADE

Notice to Candidate

The work you submit for assessment must be your own. If you copy from someone else or allow another candidate to copy from you, or if you cheat in any other way, you may be disqualified from at least the subject concerned.

Declaration by candidate: I have read and understood the Notice to Candidate (above). I have produced the attached work without any help apart from that which has been stated on this sheet.

SIGNED: DATE:

P5

For P5, you must plan appropriate market research for a sports business of your choice.

Your plan must cover the following 3 key areas:

1)What are the reasons for conducting yourmarket research?Include the following...

  • To gain customer knowledge
  • Research competitors and the services and products they provide
  • To research the market environment
  • To learn of thedemands of the customers
  • To research opportunities for further development
  • Pricing strategies

2)To decide upon the methods of research you wish to use. You should consider:

  • Do you wish to use primary or secondary research or a combination of both?
  • Surveys
  • Questionnaires
  • Product testing
  • Recording of interviews
  • Interpreting previous research

3)On which area of business would you like to focus your market research?

  • Customer types
  • Customer behaviour
  • Sales trends
  • Market share
  • Market segmentation
  • Competitor activities

P5ACHIEVED? / Y / N

P6 / M4 / D1

For P6, you must conduct appropriate market research for your chosen sports business, recording andinterpreting results.

When conducting your research, consider the following:

  • Sample size
  • Location of sample
  • Time of sampling
  • Implications of different samples
  • Cost and accuracy of information
  • Survey design (questions to be asked, length of survey)
  • Types of questions (sequencing, dichotomous, multiple-choice, scaled, open-ended) Bias
  • Relevance
  • Response
  • Recording response data

In order to achieve M4, you must explain the results of your research. When explaining, give some clear reasons to support your interpretation of the results.

To achieve D1, you need to analyse the market research results. When analysing, explore patterns you notice in the results and explain their significance – why are they important? Draw some clear conclusions & make recommendations for the future strategy of the business.

P6 ACHIEVED? / Y / N
M4 ACHIEVED? / Y / N
D1 ACHIEVED? / Y / N

P7

Describethe marketing activities of a selected sports business.

You may wish to present this evidence in the form of a written report of the marketing activities of one of your sports business competitors.

In your report, you decide to look for the following marketing strategies:

  • Type of promotion used
  • Target audience
  • Key marketing messages
  • Sales promotion
  • Analysis of competitor prices
  • Pricing plan
  • Discount schemes

P7 ACHIEVED? / Y / N

P8 / M5 / D2

To achieve P8, you must produce a promotional / marketing plan for the sports business you have selected. You can draw upon the on market research you conducted in P6.

When devising your promotional plan, you should consider the following:

  • Are there any promotional opportunities?
  • The available resources / budget
  • The characteristics of the target market
  • The availability of promotional methods

You must also consider how to publicise your product and how your promotional plan could be implemented. Possible strategies may include:

  • Press release
  • Feature articles in magazines
  • Use of social media
  • Radio
  • Captioned photograph
  • Television
  • Public relations eg manage and control use of effective publicity
  • Sales promotion (eg personal selling, seasonal promotion offering the product at an attractive price)

For M5, make a clear justification as to why you have developed the marketing plan in the way you have. You need to explain the reasons why you think this marketing plan would be successful and provide evidence to support this.

ForD2, you need to evaluate the marketing plan that you have developed for the sports business. You are to identify the areas that could have been improved, by giving clear evidence to support this evaluation.

P8 ACHIEVED? / Y / N
M5 ACHIEVED? / Y / N
D2 ACHIEVED? / Y / N

BTEC SPORT - INTERNAL VERIFICATION ASSESSMENT DECISIONS

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Is there valid evidence against the criteria that the assessment covered? / Y/N
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Has the learner work been assessed accurately? / Y/N
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Is the feedback to the learner:
  • Constructive
  • Linked to relevant criteria or outcomes
  • Linked to opportunities for improved performance
  • Showing actions
/ Y/N
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