Wilde Soup Stop (WSS) produces a variety of soups and hot drinks. It owns 30 shops and has franchised its name to 10 other shops in country Z. The Marketing Director said: ‘Results from our focus groups show that being an ethical business is important.’ WSS plans to broaden its product range so that it also includes curries and cakes. WSS will have to alter its brand image. The Marketing Director cannot decide whether sponsorship or newspaper advertising should be the main method of promotion.
Fig. 1: Current logo for WSS. The logo contains the words “Wilde Soup Stop” and a picture of a bowl of soup with steam rising from it.
(a)[2]
Identify two ethical issues that a business may face.
(b)[2]
What does the term ‘focus group’ mean?
(c)[4]
Identify and explain two advantages for WSS of franchising its business.
(d)[6]
Identify and explain one advantage and one disadvantage for WSS of altering its brand image.
(e)[6]
Do you think WSS should use sponsorship or newspaper advertising as its main promotion method? Justify your answer.
Worked solution & mark scheme
This 20-mark question has a full step-by-step worked solution and mark scheme. One marking point: “Paying suppliers a fair price.” …