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BTEC Business Level 3 Unit 2: (DISTINCTION*) Developing a Marketing Campaign, Exams of Nursing

Chapman UniversityNursing

BTEC Business Level 3 Unit 2: (DISTINCTION*) Developing a Marketing Campaign

Typology: Exams

2024/2025

Available from 07/04/2025

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BTEC Business Level 3 Unit 2: (DISTINCTION*)
Developing a Marketing Campaign
External assessment
Activity A - prepare rationale for the bikeshop marketing campaign which can
be (established business which want to increase profits or new business in which
case it will be about increasing awareness)
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. [4
marks]
Sample Answer: A USP is a unique feature that differentiates a product from competitors (2
marks). For Biky, a USP could be "compact, eco-friendly folding bikes ideal for urban
commuting," setting it apart from larger retailers (2 marks).
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Download BTEC Business Level 3 Unit 2: (DISTINCTION*) Developing a Marketing Campaign and more Exams Nursing in PDF only on Docsity!

BTEC Business Level 3 Unit 2: (DISTINCTION*)

Developing a Marketing Campaign

External assessment

Activity A - prepare rationale for the bikeshop marketing campaign which can

be (established business which want to increase profits or new business in which

case it will be about increasing awareness)

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]

  1. Introduction to the business (Refer to the case study!) / Product, Price, Place and Promotion. >** Summary of points for the business. 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. 4. Analyze the market size and structure for Biky's folding bike market in the USA. [6 marks] Sample Answer : The US bike market is valued at $6 billion, with folding bikes growing at 7% annually due to urban demand (Statista, 2024) (2 marks). The market structure is competitive, with niche players like Biky alongside large retailers like REI, creating a fragmented landscape where specialization can succeed (2 marks). This growth supports Biky's expansion potential ( marks). 5. Identify two key competitors for Biky and explain how they impact the campaign. [6 marks] Sample Answer : Competitors include REI, offering a wide bike range, and online retailer BikeBerry, with lower prices (2 marks). REI’s broad appeal may draw general customers, requiring Biky to emphasize its niche focus, while BikeBerry’s pricing challenges Biky to offer competitive value, impacting campaign pricing strategies (2 marks). This necessitates targeted promotion of Biky's USP (2 marks). 6. Evaluate the reliability of market data from Statista for Biky's campaign planning. [4 marks] Sample Answer : Statista is reliable due to its use of verified industry data (e.g., $6 billion bike market) from multiple sources (2 marks). However, its validity may be limited by regional variations in San Francisco, requiring local data to refine campaign targets (2 marks). 3. (SWOT - bullet points) - Summary and analysis of SWOT - Summary of points for the business [10 marks] SWOT ANALYSIS OF BIKY Biky is in the really competitive bike market, this means that in order to successfully achieve the aims and objectives set the owner, it is necessary to carry out a number of analysis. One of the most important analyses is SWOT which looks at both internal and external aspects.
  • Environmental - Growing emphasis on reducing carbon footprints. 10. Conduct a PESTLE analysis for Biky's marketing campaign, including at least one point for each category. [6 marks] Sample Answer : Political : Stable trade policies aid small business growth (1 mark). Economic : Inflation may lower spending (1 mark). Social : Sustainable transport demand rises (1 mark). Technological : E-commerce boosts online sales (1 mark). Legal : Safety regulations ensure compliance (1 mark). Environmental : Carbon reduction supports eco-focus (1 mark). 11. Analyze how the Economic and Social PESTLE factors could affect Biky's campaign to increase revenue. [6 marks] Sample Answer : Economic inflation may reduce disposable income, pushing Biky to offer affordable folding bikes to maintain sales (3 marks). Social demand for sustainable transport supports Biky's niche, attracting eco-conscious buyers and boosting revenue (3 marks). 12. Recommend one PESTLE factor to focus on for Biky's campaign and justify your choice. [4 marks] Sample Answer : Focus on the Social factor, as growing demand for sustainable transport aligns with Biky's niche, driving sales to meet the 15% revenue goal (4 marks). **5. Research and Analysis of Market Information / Justification [8 marks]
  1. Introduction to the business (Refer to the case study!) / Product, Price, Place and Promotion. >** Summary of points for the business. 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. 13. Describe the process of market segmentation and how Biky can use it to target customers. [4 marks] Sample Answer : Market segmentation divides customers into groups based on needs (e.g., age, lifestyle) (2 marks). Biky can target urban commuters aged 25–45 who value eco-friendly options, tailoring promotions to this segment (2 marks). 14. Explain how branding can help Biky differentiate its folding bikes from competitors. [4 marks] Sample Answer : Branding creates a unique identity (e.g., "Biky: Eco Urban Mobility") ( marks). This differentiates Biky from REI by emphasizing sustainability, building customer loyalty (2 marks). 15. Assess the impact of online competition on Biky's marketing strategy. [6 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]

  1. Introduction to the business (Refer to the case study!) / Product, Price, Place and Promotion. >** Summary of points for the business. 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.
    • Data Source 1 - Statista industry reports on bike sales.
    • Data Source 2 - Customer feedback surveys. 16. Evaluate the reliability and validity of Statista reports for Biky's market research. [4 marks] Sample Answer : Statista is reliable due to verified data (e.g., $6 billion market) (2 marks). Its validity is high for market trends but may need local adjustment for San Francisco (2 marks). 17. Discuss how customer surveys can inform Biky's campaign objectives. [4 marks] Sample Answer : Surveys reveal customer preferences (e.g., eco-features) (2 marks), helping Biky set objectives like targeting sustainable buyers (2 marks). 18. Compare the usefulness of Statista reports and customer surveys for Biky's revenue goal. [6 marks] Sample Answer : Statista provides broad market insights for setting revenue targets (2 marks), while surveys offer specific customer feedback to refine promotions (2 marks). Statista is more useful for overall strategy due to its reliability (2 marks). **7. Research and Analysis of Market Information / Justification [8 marks]
  2. Introduction to the business (Refer to the case study!) / Product, Price, Place and Promotion. >** Summary of points for the business.

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]

  1. Introduction to the business (Refer to the case study!) / Product, Price, Place and Promotion. >** Summary of points for the business. 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. 25. Discuss the importance of customer needs in developing Biky's marketing campaign. [4 marks] Sample Answer : Understanding needs (e.g., portability) ensures Biky’s campaign targets relevant customers, boosting sales (4 marks). 26. Analyze the role of word-of-mouth marketing in achieving Biky's brand awareness objective. [6 marks] Sample Answer : Word-of-mouth builds trust and spreads awareness free (2 marks), supporting the 30% reach goal by leveraging satisfied customers (2 marks). However, it relies on quality service (2 marks). 27. Justify the decision to focus on folding bikes as a niche market for Biky. [4 marks] Sample Answer : Folding bikes meet urban commuting needs (2 marks), differentiating Biky from competitors and supporting revenue growth (2 marks). **10. (Campaign Development - bullet points) - Summary and analysis of Campaign Development - Summary of points for the business [10 marks]
  2. Introduction to the business (Refer to the case study!) / Product, Price, Place and Promotion. >** Summary of points for the business.

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.

  • Campaign Element - Social media advertising.
  • Campaign Element - Local events participation. 28. Develop a detailed plan for Biky's social media advertising campaign. [6 marks] Sample Answer : Use Instagram and TikTok to target 25– 45 - year-olds with eco-friendly bike ads, posting weekly with a $50 budget for boosted posts, aiming for 30% reach by Q3 2025 ( marks). 29. Explain how participating in local events can support Biky's marketing objectives. [6 marks] Sample Answer : Local events (e.g., eco-fairs) increase visibility and allow demos, supporting the 30% reach and 25% market share goals (6 marks). 30. Assess the overall feasibility of Biky's campaign given its current resources. [6 marks] Sample Answer : The limited budget is feasible with social media and events, but success depends on effective targeting and quality service to meet the 15% revenue goal (6 marks).