Wilde Soup Stop (WSS) offers a variety of soups and hot drinks. It owns 30 shops and has granted its franchise to 10 other shops in country Z. The Marketing Director said: ‘Results from our focus group show that being an ethical business matters’. WSS intends to widen its product range so that it also includes curries and cakes. WSS will need to alter its brand image. The Marketing Director cannot choose between sponsorship and newspaper advertising as the main promotion method.
(a)[2]
Identify two ethical issues that a business may encounter.
(b)[2]
What does the term ‘focus group’ mean?
(c)[4]
Identify and explain two advantages for WSS of selling its franchise.
(d)[6]
Identify and explain one advantage and one disadvantage to WSS of altering its brand image.
(e)[6]
Do you think WSS should use sponsorship or newspaper advertising as the main method of promotion? 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” …