Marketing, competition and the customer

F&G is a major fashion retailer, and it operates 20 shops in country C. The business applies market segmentation, with men aged between 25 and 40 years old as its target market. The Marketing Director has been examining the marketing data in Table 1. She is concerned that the amount the business spends on marketing is not cost effective. She would like to close down all F&G shops and rely only on e-commerce.

May/June 2016

Identify and explain two ways a business plan could have assisted Peter during the setting up of Value Gym.

May/June 2018

Strong economic growth in country X has opened up many opportunities for new businesses such as TGH. TGH produce a range of personalised mobile (cell) phone cases by using job production. Quality assurance matters to all 8 employees. TGH operate in a niche market. The Marketing Manager uses e-commerce as TGH’s channel of distribution. She is thinking about ways to strengthen customer relationships.

May/June 2021

Pamela runs a thriving business. She owns a gift shop that sells celebration cards, toys and candy (sweets). When Pamela launched the business 30 years ago, she had no help with running the shop. Today, she employs 5 workers. Pamela understands that keeping customers loyal matters. She uses competitive pricing. She spends most of her marketing budget on sales promotion. Pamela does not use e-commerce.

May/June 2022