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BTEC Business Level 3 Unit 2: (DISTINCTION*) Developing a Marketing Campaign
Typology: Exams
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1. The Rationale - Aims and objectives for Biky's marketing campaign [8 marks] Biky is a bicycle shop based in San Francisco, California, which aims to increase its revenue by 15% by the end of 2025. To help achieve this aim, a number of SMART objectives have to be set: 1.1 - Reach 30% more people in the area, this is important because it will increase brand awareness and drive new people into their customer’s base. 1.2 - Gain 25% of the bike market in San Francisco and 10% of the online market floor. 1. Define the term "marketing" and explain its relevance to Biky's campaign to increase revenue. [4 marks] Sample Answer : Marketing is the process of identifying, anticipating, and satisfying customer needs profitably (2 marks). For Biky, this is relevant as it involves promoting folding bikes to meet the growing demand for eco-friendly commuting in San Francisco, driving sales to achieve the 15% revenue goal (2 marks). 2. State one marketing aim and two SMART objectives for Biky's campaign, and justify how they support the 15% revenue goal. [8 marks] Sample Answer : Aim : Increase revenue by 15% by Q4 2025 (2 marks). Objectives : (1) Reach 30% more customers via social media ads by Q3 2025 (SMART: Specific, Measurable, Achievable, Realistic, Time-bound) (2 marks). (2) Achieve 25% market share in San Francisco by launching a folding bike promotion by Q4 2025 (SMART) (2 marks). Justification : The aim directly targets revenue growth. Objective 1 boosts brand awareness, attracting new customers to increase sales, while Objective 2 expands market presence, supporting higher revenue through increased market share (2 marks). 3. Explain the concept of a Unique Selling Proposition (USP) and suggest one USP for Biky's folding bikes. [ marks] Sample Answer : A USP is a unique feature that differentiates a product from competitors ( marks). For Biky, a USP could be "compact, eco-friendly folding bikes ideal for urban commuting," setting it apart from larger retailers (2 marks).
**2. Research and Analysis of Market Information / Justification [10 marks]
Sample Answer : Online competitors like BikeBerry offer lower prices, challenging Biky's sales (2 marks). This requires Biky to focus on local presence and quality service, using social media to highlight its USP (2 marks). However, it also offers an opportunity to expand online sales ( marks).
**6. (Data Evaluation - bullet points) - Summary and analysis of Data Evaluation - Summary of points for the business [8 marks]
Sample Answer : Ignoring Economic inflation risks losing price-sensitive customers (2 marks). Neglecting Social trends may miss sustainable buyers (2 marks). This could derail the 15% revenue target (2 marks).
24. Propose a combined strategy using SWOT and PESTLE to achieve Biky's revenue target. [6 marks] Sample Answer : Use the high street strength and Social sustainability trend to target commuters with eco-friendly promotions, mitigating budget weakness with free social media (6 marks). **9. Research and Analysis of Market Information / Justification [8 marks]
Biky is a small bicycle shop based in San Francisco, which is specialised in the niche market of folding bikes. The shop is doing well due to the accessories sold and the services like bike repair which are provided. The shop owner wants to expand his business to increase the bikes sales in his shop.