Motivation: Theories and Principles

Marking Feedback CB612: SwimRunCycle Mark 68%

GOOD POINTS:

Punchy name

Credibility of personal previous experience

Good statistics on the demographics of the targeted town and local clubs whose members would be ideal customers

Clearly defines the USP

Good use of the 4 P's to review the marketing mix

Deals for local clubs good

Launch Promotion good 20% off + sponsoring local events, customer database and target retention figure considered

Differentiated products which have been well researched and a recognition that the product ranges would be monitored and changed to meet customer demands

Very considered staffing plan and job descriptions

Strengths and weaknesses of the competition is good

Listed the suppliers

IMPROVEMENTS:

Brief justification of why they have chosen a sole trader status

Give evidence of primary research i.e. copies of questionnaires or graphs of the responses in the appendices

Target market too wide - define the core customer

More positive wording - take out 'about', roughly (use ranging or between instead)

Vague about pricing policy in the introduction but does later define whether it is high/med/low in part 5. Give some examples against the competition

Executive summary comes at the beginning of the report not the end but a more punchy summary would be good at the end.

Does not discuss the risks involved in this business

Use appendices to show visuals/pictures of the core products, the shop front with the logo etc

Layout: Professional front page with company name, student name, logo, maybe a photo or graphic to make a visual impact etc. Use 1.5 spacing and justify the sentences, use a header or footer with your name and student no.

ASSUMPTION: That the financial sheets were good for the P+L, Cash flow and Balance Sheet and demonstrated the break even point. I this was not included the mark would reduce to 58%.

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