Comprehensive Notes for the LCVP exam

Link Module 1- Preparation for the world of work Introduction to Working Life Job-Seeking Skills Career Investigation Work Placement Link Module 2 - Enterprise Education 5. Enterprise Skills 6. Local Business Enterprises 7. Local Voluntary Organisations/Community Enterprises 8. An Enterprise Activity

1. Introduction to Working Life

Working Life Work can be defined as an activity which requires effort, e.g. Washing the dishes at home. Employment is when payment is received for working, e.g. Washing dishes in a canteen and getting paid. Employers are people who hire workers in return for payment. Employees are people who work for employers Self-employed people work for themselves.

School to Work When leaving school to start work, you will face a lot of challenges: Time management Money Management New relationships and different roles Rights Responsibilities Freedom and independence Others

Different Types of Work Employment Self-Employment Voluntary work Homework Housework Charity work

Voluntary Work Voluntary organisations rely on people to work for nothing e.g. St Vincent de Paul. Very important to our society and has many benefits. E.g. You can help others, improve your self-esteem and acquire new skills.

Self-Employment This is where you work for yourself, e.g. Butchers, shop owners, builders and hairdressers. ADVANTAGES DISADVANTAGES You're the boss You have to work long hours initially. You keep all the profits after tax You alone are responsible for the business You can develop a hobby No one shares any losses with you It's an alternative to unemployment There is a risk of failure You decide your working hours You have limited finance You make the decisions

Permanent Full-Time Employment ADVANTAGES DISADVANTAGES Regular Income No incentive to move job Don't have to worry about finding a job Work tends to be less varied You can join the pension scheme Less leisure/family time is available Easy to plan your own finances You may lose flexibility Security of employment gives independence Moving house becomes difficult Promotion prospects exist Motivation may decrease

Part-Time Work With part-time work, you work a minimum of eight hours a week on a regular basis. Time Rate: If an employee is paid by time-rate, their hours must be monitored. E.g. Sign in an attendance book Clock in/clock out cards Personal checks Video cameras Scan in ID cards

Why monitor time-keeping? Workers will learn to be punctual Wages can be calculated accurately One can check if employees are reliable Checks are a must for flexitime as employees will have a range of starting times.

Contract of Employment When working you must receive a contract of employment. This document sets out all the terms and conditions relating to the position offered. A contract of employment will contain the following: Employers name and address Employees name and address Job Title Job Description Date of commencement Salary Holiday entitlements Duration of contract Pension arrangements

Unemployment Many people are unable to find suitable employment and are said to be unemployed. This could happen for many reasons: Closure of a business, Change in the economy, Improvements in technology. Training Schemes for the Unemployed: FAS Runs large no. of training courses/receive weekly training allowance. Community Enterprise Scheme (CES) For long-term unemployed/advise & training is given to a community-based group that has a plan to create local employment. Failte Ireland The national tourism development authority, provides opportunities for people over 17, to train for employment in the Irish tourist industry. VTOS Courses (Vocational Training Opportunities Scheme) Run by the Department of Education and operated through the VEC's. Unemployed adults are given the opportunity to learn new skills and prepare for the world of work.

FAS Employment Services FAS is the National Training and Development Authority. It provides training for job-seekers, helps the unemployed return to work and provides recruitment services. FAS provides the following services: Initial guidance interviews to help build up your profile. Career information including guidance, planning and support. Advice on employment incentives e.g. Assistance for disabilities. Information on FAS programmes and training. Access to a wide range of job vacancy information. They can submit your details to employers with suitable vacancies.

Financial Assistance to the Unemployed Jobseekers Benefit - weekly payment payable to those who have lost their jobs. Jobseekers Allowance - weekly payment to those not eligible for jobseekers benefit. Family Income Supplement (FIS) - in order to qualify, the net average family income must be below a specified amount. Revenue Job Assist - a tax allowance for people returning to work. Part-time Job Incentive Scheme - allows people who have been receiving jobseekers allowance for at least 15 months to take up part-time work and still receive a part-time allowance. Back to Work Enterprise Allowance - encourages unemployed people to return to work by setting up their own enterprises. Back to Education Allowance - encourages unemployed people to return to education and acquire extra qualifications or retraining.

Changes in Employment Employees change jobs and careers many times during their life More people work from home Changes in technology means the types of jobs are changing More people are working part-time/job-sharing and working flexitime. More people are opting for self-employment More people are working in services and trades There are changes in economic activities Economic Activities describes the different types of businesses that exist. These can be divided into three categories: Primary - agriculture, fishing, forestry and mining Secondary - manufacturing and construction Tertiary (Services) - financial, transport, legal and medical

Employees Rights Responsibilities Receive a minimum wage Have a safe place to work Join a trade union Be treated in an equal Get the correct holidays Be honest and trustworthy An honest/fair days work Protect the employers good name and property Work as part of a team

Employers Rights Responsibilities Set up a business Decide on the aims and objective of their organisation Select suitable staff Dismiss dishonest staff Expect employees to honour their contract Provide safe and healthy working conditions Obey employment laws Pay agreed wages Keep employee records for income tax and PRSI purposes

Health & Safety Regulations The Safety, Health and Welfare at work Act 1989 as well as the Safety, Health and Welfare at Work Regulations 1993, set out the legal requirements to safeguard workplaces. The Health and Safety Authority. The Health and Safety Authority is a State-sponsored body, which promotes good standards, advice, research and information on health and safety in the workplace. It is responsibly for developing new laws and standards. It inspects workplaces and investigates any accidents. They are responsible for both the employer and the employee.

Areas of concern in the workplace Bullying Workplace safety Sexual harassment Manual handling Workplace stress

Causes of accidents in the workplace Lack of training Untidy/cluttered areas Not following safety procedures Not wearing protective clothing Lack of concentration Not using machinery correctly Haste Horseplay All construction workers must have a Safe Pass: this is a one-day course organised by FAS.

Employees Duties To take reasonable care to protect the health and safety of themselves and of other people in the workplace Not to engage in improper behaviour that will endanger themselves or others Not to be under the influence of drink or drugs in the workplace To undergo any reasonable medical or other assessment if requested to do so by the employer To report any defects in the place of work or equipment which might be a danger to health and safety To use Personal Protective Equipment (PPE) and protective clothing, if required. To ensure there is no bullying in the workplace.

Employers Duties Provide and maintain a safe workplace which uses safe plant and equipment Prevent risks from use of any article or substance and from exposure to physical agents, noise and vibration Prevent any improper conduct or behaviour likely to put the safety, health and welfare of employees at risk Provide instruction and training to employees on health and safety Provide protective clothing and equipment to employees Appointing a competent person as the organisation’s Safety Officer

Trade Unions It is important to develop and maintain good relationships between employers and employees. Many organisations promote good industrial relations, e.g. Trade unions. Examples: SIPTU(Services, Industrial, Professional and Technical Union) Impact TUI (Teachers' Union of Ireland ASTI (Association of Secondary Teachers Ireland)

Functions of a Trade Union Represent workers e.g. Negotiate for improved wages. Negotiate for improved working conditions e.g. Holidays Negotiate on behalf of employees when disputes with employers National Agreements ensure that all wages are increased by a fixed percentage Provide grants for education Support and promote equality in the workplace Give workers greater strength by uniting them

IBEC - Irish Business and Employers Confederation Shop Steward Elected by workers to act as their union representative in the workplace Recruits new members to the union Keeps members informed of any union developments Represents workers in discussions with management Acts as a link between union head office and the workplace IBEC - Irish Business and Employers Confederation This is an organisation which represents employers and businesses.

2. Job-Seeking Skills

Qualities for employment Energy, drive and hard work: when employees show interest and overcome difficulties. Reliability: when employees can be trusted and depended on. Enthusiasm and commitment: when employees show interest, eagerness, dedication and responsibility. Adaptability: when employees are flexible and can accept change. Good education: when employees have qualifications and experience.

Methods of Recruitment Newspapers/tv/radio/internet Recruitment agency Work experience person Contacts Recruitment fairs/recruitment days Job training agencies e.g. FAS Word of mouth

Reasons for Vacancies The business could be expanding Employees could be retiring Employees could be leaving Replacements due to sick/maternity leave/career breaks Seasonal work

Difficulties for Employers when Recruiting The work itself may be dull/boring There may be a skills shortage in that field General economic conditions may make it difficult to recruit The location of the business may be awkward for employees Wages and working conditions may be unattractive Ways to overcome Recruitment Problems: Recruit from abroad Over part-time/job sharing/flexitime Provide training opportunities/grants for further education Provide accommodation

Benefits of using Recruitment Agencies Offer a full range of services related to recruitment: advertising, profiling, interviewing, short-listing, checking references. Can save the company time and money Good recruitment agencies attract high calibre applicants Agencies have specialised staff that will recruit more objectively Applying for a job: Letter Telephone Email Application form Curriculum Vitae

Applying for a Job by Telephone Pre-telephoning Have the advertisement and your CV in front of you Phone from landline in a quite room Have a pen and paper ready Have all times and dates ready While telephoning Speak clearly, confidently and slowly Ask to speak to person whose contact details were given in advertisement Record relevant information Listen attentively to questions asked Keep the conversation brief Thank the receiver for his/her time

Tips for Letter Writing Letters should be typed and no longer than one page Use high quality, clean, A4 size paper Use black ink Do not use Tipp-Ex Do not photocopy Use Times New Roman and spell-check

Guidelines for filling out Application Forms Read the form carefully and thoroughly Have your CV beside you so that you can copy from it Photocopy the form and practise filling it in Begin with the easiest questions Draft answers to complex questions on a rough piece of paper Fill in ALL the boxes truthfully. If a questions doesn’t apply, write N/A (not applicable) Double-check spelling/grammatical errors Use black pen and BLOCK CAPITAL LETTERING Do not use Tipp-Ex or similar correction products

Curriculum Vitae A CV is a summary of your education, skills and experience. The purpose of a CV is to help you get and interview for a job. Examples of Skills and Qualities Personal Skills Qualities: Honest/dependable/willing to learn/confident/creative/self-motivates. Technical/Practical Skills: Writing reports/foreign languages/computer skills/researching/numbers. Interpersonal/Group Skills: Working with others/ communication skills/ deal with conflict/chair meetings.

Preparing for an Interview Pre Interview: You need to be prepared- research the job and the workplace – use the internet – update CV – add new qualifications. Practice possible questions and responses – roll-play an interview – Always stress the positive in answers to questions. Organise what to wear and dress neatly and appropriately. Plan to get to the interview on time Know your strengths and weaknesses. Do a SWOT analysis.

Preparing for an Interview During the Interview: Start with firm hand shake and smile. Establish and maintain eye contact. Communicate positively, clearly and with confidence. Sit with both feet on the floor and don’t slouch. Listen attentively and answer truthfully. Expect the unexpected e.g. awkward questions. Thank the interviewer for taking the time to meet you. If you get interview, evaluate it and consider what improvements could be made for the next interview.

3. Career Investigation

Planning your Career Investigation In planning your Career Investigation you must set yourself goals. Consider the following SMART: S Goals must be Specific Write them down M Goals should be Measurable I hope to study or work at a particular subject so that I achieve a certain grade. A Goals should be Attainable Starting with short-term goals, can make long-term goals more attainable. R Goals should be Realistic They should provide neither too great nor too small a challenge T Goals should have Times attached Allow enough time to achieve the goal and evaluate.

Stages of a Career Investigation Compile a personal profile e.g. assess you skills, qualities, aptitudes, interests and work preferences. Select your preferred job and conduct research, e.g. career path, skills, qualities, training necessary. Draw up a contingency plan. Interview and/or work shadow in your chosen career.

Work Shadowing Watching rather than doing. Work shadowing is an excellent opportunity to improve your communication skills. Provides you with an excellent opportunity to learn about careers of interest to you.

Planning and Preparing Work Shadowing Generate a list of questions Explain the purpose of this experience Document what you learn Be aware of the assessment criteria Be courteous at all times Allow time for reflection and evaluate Thank employer

Find a Work Shadow Placement Guidance Counsellor Family, friends Newspapers, magazine Internet Writing to or e-mailing an employer

4. Work Placement

Advantages of Work Experience Offers an insight into the duties, tasks and responsibilities associated with a particular type of work Can relate directly to your career aspirations. Can make contacts for future work, get content for your CV and acquire references. Can help develop and improve interpersonal, communication, organisational skills. Can motivate you to work harder when you return to school. Chance to interact with adults in the working world.

Advantages of Work Shadowing Exposed to variety of careers by doing couple of shorter placements Improve interpersonal and communication skills Suitable for careers that don’t lend themselves to work experience e.g. social work Make contacts for future work

Finding Work Experience When looking for work experience you should do the following: Decide on the career/experience you would like Identify the business in your locality that would be suitable, e.g. a primary school or creche for childcare Write a letter to/telephone/or personally visit the business Ask family members/relatives if they have contacts Ask your LCVP teacher for advice or assistance Identify and research placement opportunities Prepare CV and Letter of Application Liaise between employer and school Accept responsibility for planning/organising placement

Preparing for Work Experience Pre-Placement: Set your objectives Develop organisational and communication skills Prepare a CV Revise letter writing and write a letter Revise telephoning/e-mail Revise interview techniques Organise transport Inform your principal Get Insurance forms Get employers’ report forms

Preparing for Work Experience During Placement: Find out about the company Make a note of your duties Make a note of training Write down your observations Make a note of interactions with staff Describe a dress code Describe a typical day Describe your highs & lows Make a note of safety, health and welfare regulations

Preparing for Work Experience Post-Placement: Evaluate work placement e.g. what did I learn/skills required/qualities required/am I suitable/can I improve How did I overcome problems How did I master unfamiliar tasks Are there any career possibilities Did I make contacts for the future What would I do differently Would I recommend the job to others Sent a thank-you message to employer by letter/email

Don’t forget – Law and the Workplace! Safetly, Health & Welfare at Work Act 1993: Follow instructions and heed training Use protective equipment Report any dangers or injuries Use all equipment in the proper manner Do not endanger others Look out for safety signs Ask employer for their safety statement Give your insurance details to your employer If harassed or bullied, inform your contact person

Evaluating your Work Experience Work experience can by evaluated by; The quality and content of your Diary of Work Experience, in particular the evaluation. Your employer completing an Evaluation Form or by interviewing the employer By assessing your progress in school after the placement. Maybe your more motivated and working harder (ask teacher) Class discussions on what you have learned and how your skills have improved can be used as a method of evaluating the work placement.

Ways to improve your Communication Skills Practice speaking in public: this will help with tone and speed and will help you overcome any feelings of nervousness. Know your subject: you will come across as more confident and relaxed. Learn to listen carefully: helps you to understand and avoid being distracted. Do a Communication course: highlights what you need to improve Join a club, preferably as an officer (chairperson, secretary, treasurer) Learn to improve your body language Practice writing reports/letters

Important points regarding Work Placement Organise work experience in plenty of time. Ensure you are covered by the school insurance policy Work on building site requires a health and safety certificate (‘Safe Pass’) which involves training and a fee Consent forms are required from parents/guardians for insurance purposes Present your Employers Report Form Keep a diary of your activities each day, including tasks performed, names, dates and evaluation.

5. Enterprise Skills

Enterprise Personal Enterprise: undertaking something to improve or acquire qualifications/skills, getting a part-time job, organising an activity. Community Enterprise: People get together on a voluntary basis to improve or promote their local area e.g. Tidy towns’ committees. Business Enterprise: An enterprising person who sets up a business to provide a good/service is called an entrepreneur.

Enterprise A purposeful or industrious undertaking (especially one that requires effort or boldness) The human ability to be innovative and willing to do something new and challenging with the risk of possible failure.

The Importance of Enterprise Generates new business Raises the standard of living Provides business for banks and service providers. Generates tax revenue for the exchequer.

Definition of an Entrepreneur A person who applies enterprise to setting up a new business. A person who comes up with the idea and sets up a business to develop that idea at a profit, e.g. Bill Gates (Microsoft), Richard Branson, Louis Walsh, JP McManus etc.

Skills and characteristics of an entrepreneur Characteristic’s: special attribute or trait that distinguishes one person from another. Skills: and ability people have gains through practice and knowledge.

Characteristics of an Entrepreneur Analytical Ambitious Confident Ruthless Decisive Hardworking Risk taker Opportunity Pro-active Innovative Decisive Highly motivated

Skills Inner Control Planning Setting Goals Being Realistic Risk-Taking Innovative Decision Making

Strategies for Idea Generation Brainstorming Mind Maps Thinking in new ways Finding solutions to problems Analysing the failures of others Finding new uses for products/services Identifying a niche market or a gap in the market Creating false crises

Idea Generation to Sales Market Research SWOT Analysis Target Market Competition Marketing Mix Test Market Sales... Profit

Evaluation – Conclusions-Recommendations Where the goals achieved? What did or did not work? What was learned from the activity? What problems were encountered and how were they dealt with? What the activity worthwhile and\or cost-effective? How well did the team work together? How well did you perform your role? What lessons can be learned for the future? What changes are needed to ensure success in other activities?

Ownership Options Sole Trader (Business owned and run by one person) Partnership (Business with between 2-20 partners) Company (private & public) The big advantage of a company is that it has limited liability, the owners/shareholders will only lose the money they invested. The they also raise capital through issuing shares.

Number of Employees Micro Business (1-10 employees) Small Business (10-50 employees) Medium Business (50-250 employees) Large Business (more than 250 employees)

Stakeholders in a Business Employers Employees Consumers Suppliers Investors Government Trade Unions Local Community Voluntary Organisations Community Enterprises Family Competitors

Teamwork A team is a group of people working together to achieve a common goal/objective. Team building is a process to strengthen teams. Advantages of Teams: Work is completed faster Responsibility is shared Workers have responsibilities to others, therefore they take more ownership of their work Share expertise and skills Improve team relations Encourages participation and communication Improves interpersonal skills

Leadership “The process of influencing the activities of an organised group towards goal setting and goal accomplishment” A leader needs to direct and coordinate the activities of the team in order to achieve the desired objectives. An effective leader will build on the strengths and talents of the people around them. A leader must also provide people with the necessary resources. They will allow others to take responsibility to work on their own initiative in order to achieve agreed objectives. The leader also leads by example.

A formal type of communication Meetings A formal type of communication

Meeting occurs when at least two people come together for one the following reasons: To give and receive information about a particular topic To discuss and solve a problem for example a union management meeting To enable different groups of people to co-operate together, for example departments in a firm To make decisions, for example board meetings

Planning/Organising a Meeting Send out a notice of the meeting to invited people Prepare an agenda Book a room that is properly prepared Elect a chairperson and secretary Adhere to the items of the agenda Allow only one person to speak at a time Allow each item to be properly discussed Make sure a written record is taken (minutes) Vote properly Decide on relevant actions

NOTICE OF MEETING must include the following details Name of the business, club The place where the meeting will take place (venue) The date of the meeting Time of the meeting

Notice and Agenda of the Meeting of the LCVP Fundraising Group The meeting of the above group will take place in Room 4 on Wednesday 12 October 2011 at 1.15pm. AGENDA Minutes of last meeting Matters arising from the minutes Correspondence Treasurer’s report Fundraising ideas Organising team tasks AOB Signed: Patricia Clarke Date:__________ Secretary Example of Notice & Agenda

of the LCVP Fundraising Group Example Minutes of a Meeting Minutes of the Meeting of the LCVP Fundraising Group The minutes of the above group took place in Room 4 on Wednesday 12 October at 1.15pm. A total of 16 attended. The minutes from the last meeting were read out. There were no matters arising from the minutes. A letter was received from a local charity organisation thanking the group for the offer of fundraising. The charity has offered the services of a guest speaker. It was decided to invite the speaker to attend the LCVP class at a mutually acceptable time. The treasurer reported that no funds have been raised to date. A number of fundraising ideas were suggested and the group finally decided on investigating: A sponsored 10km walk; and (b) a Christmas calendar with adverts. Two teams of eight people were chosen to investigate each option, draw up a plan and report back at the next meeting. Each team will meet separately to assign duties. There was no other business, so the meeting ended at 1.45pm. The next meeting will take place on Wednesday 26th October 2011 at 1.15pm in Room 4. Signed: Patricia Clarke Secretary Example Minutes of a Meeting

Roles within a committee Chairperson Secretary Treasurer Public relations officer

Chairperson Most meetings require a chairperson in order to control and direct the proceedings. They carry the authority to keep order and maintain progress in line with the agenda. Functions of a chairperson: Run (chair) the meeting Ensure that order is maintained Give each person an opportunity to speak Organise a vote, if needed Follow the order of the agenda Represent the meeting/organisation.

Secretary The Secretary is responsible for keeping records and looking after correspondence. Functions of a Secretary: Keep minutes of the meeting Send out the agenda Keep a register of members Deal with all correspondence Keep all official documents

Treasurer The Treasurer is responsible for financial policies, procedures, and controls. The Treasurer receives and disburses all funds and pays bills as they come due. It is their responsibility to keep an accurate account of all transactions. The Treasurer shall make financial reports to it committee.

Public Relations Officer The Public Relations officer shall arrange the preparation and dissemination of news releases regarding activities etc. They will also be responsible for all internal publications e.g. newsletter.

6. Local Business Enterprises

Benefits of Local Enterprises in Local Area Employ local people and have positive effect on the economy Other businesses in the area will benefit e.g. Banks One business can attract other businesses Enterprises can support local projects, improving area Enterprises can sponsor local events They may welcome school visits They may provide work placements They may agree to visit a school Local infrastructure benefits

Evaluating the success of a Local Enterprise Profitability & Sales: does the business have high sales and make a profit? Continuity of business: how long has the business been in existence? Expansion: has the business grown/no of staff increases? Image: how is the business regarded by customers/does it have a good brand image? Low labour turnover: do employees stay with the business? Rising share price: In the case of a company, has the share price risen?

10 Factors to a Successful Business Business Plan: Necessary to apply for loans/grants. Useful as a control mechanism. Used to review and evaluate, compare planned objectives to actual results Finance: Capital/Grants/Other sources/Cash flow. Product: Must be demand for the product (Mkt Research/Mkt Mix very important) Staffing: must have properly trained staff (Recruiting procedures/training/incentives) Location: consider transport services/employees/rail or port if exporting/customers/suppliers. Managerial Experience: To run a business successfully management skills and management activities are NB. Laws: Health & Safety/Employment Equality/Sale of Goods Act/Young Persons Act/Tax, Maternity leave, data protection/Consumer Information Act. Economic Factors: Recession (high taxation/high unemployment) High Quality Product/Service: Local Environment: must obey environment laws.

Impact of the Single European Market Irish companies have access to wider European markets Irish companies face more competition, therefore must become more competitive International companies may locate in Ireland to gain access to the European market. Currency: the introduction of the Euro has made it easier to do business in the Euro Zone. Irish companies have to compete with low-wage eastern European countries. Documentation when trading with EU is easier Recognition of qualifications within EU is better Financial institutions are able to open in member states Sales can increase leading to Economy of scale Costs involved e.g. Transport/packaging/interpreters etc

Why should a business plan?

What is a Business Plan The most important part of setting up a business is preparing a Business Plan. “Failing to plan is the same as planning to fail”. By having a plan a firm knows where its going and what it hopes to achieve. A plan is essential if you wish to apply for a loan or a grant.

Elements of a Business Plan Description of the Business The business's legal structure: sole trader/partnership/company Type of enterprise e.g. Manufacturing. Product or Service 2. Personal Names of owners/directors. Management responsibilities. Departments and organisational structure. Qualifications/Salaries of staff. 3. Finance Capital (money to start up bs)/Loans (money borrowed from financial institutions)/Accounts (P&L, Balance Sheet, Cash Flow)/ Sources of Finance 4. Marketing Market Research/target market/marketing mix/advertising/competition 5. Production Job/Batch/Mass production. Quality. Safety 6. Other Relevant Information Leases/Legal documents/CV's/Patents

Reasons for a Business Plan Raising Finance A business may require loans/grants. Planning helps decide capital requirements 2. Setting Objectives Short-term goals (to maintain 50% market share. Long-term goals (to expand into a foreign market) 3. Indentifying Weaknesses Need to be aware of weaknesses - take corrective action 4. Controlling/Evaluating A business plan helps you monitor progress, test achievements and evaluate performance 5. Timing (Schedule) Both employees and management know what is to be done and when. 6. Decision Making A plan helps management make day-to-day decisions and also helps them to evaluate whether or not to start/continue the business

Support/Training for New Business City & County Enterprise Boards Give advice, training, support and financial assistance to micro-businesses. 2. Udaras na Gaeltachta They attract investment to Gaeltacht areas by offering grants 3. FAS They provide training and employment programmes 4. LEADER Plus Programme Promotes development in rural areas 5. Small Firms Association They provide support and advice to small firms. 6. Enterprise Ireland They provide support and grants to Irish firms. 7. Failte Ireland Semi-state body that promotes tourism

Marketing The management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Research Primary Research (Field research) Takes place after secondary research, the aim is to discover new information (surveys; questionnaires; focus groups) Secondary Research (Desk research) First type of research, done to discover what information is already know from previous reports etc

Marketing Mix (5 P’s) Product: what does the consumer need/want Price: how much should we charge, what will the consumer pay Place: where should we sell/how will we get the goods to the consumer Promotion: how will we encourage people to buy Packaging: can sometimes be more important than the product

Product Do you have the right product Every product should have unique selling point (USP) Has it something that sets it apart from similar product Ensuring we are not producing a product that won’t sell Reaching a standard customers demand Good design, and is quality up to standard

Price Do you have the right selling price/pricing strategy What price are customers willing to pay Do you cover the production price and make a profit Are you in line with competitors prices

Place Where to sell Outlets, internet, direct selling, wholesaler, retailer Looking for new places to sell Where are the most potential customers Distribution- how to get the product to the market Aiming the advertising to the right type of customer

Promotion How to advertise the product effectively to its target market Sales promotional techniques, coupons, displays, etc. PR. Advertising How to attract new customers.

Promoting a product Advertising (TV, radio, paper, billboards, receipts) Sales promotion (coupons, special offers etc) Publicity (contests, sponsor events, exhibition) Branding (a name, logo, slogan, and/or design scheme associated with a product or service)

Merchandising Is promoting a particular brand of products/services through direct and indirect advertising, displays and in-store sales promotional techniques. Examples include offering free samples of goods in store (lady frying the sausages) Stacking a special display provided by the producer. Giving of complimentary products, buy one get one free, or at a reduced rate. Give away items, related to the product, cuddly toys or gimmicks. (Mc Donalds toys)

SWOT Analysis SWOT analysis is a way to analyse and evaluate your current situation and environment to help you identify the most beneficial strategies and goals. Helps to identify issues that are part of current and future situation of the business. Allows an examination SWOT of a new idea, product or service in the market place. **Maximises the strengths, takes advantage of opportunities and minimizes weaknesses and threats, reduces the risk of failure of a new product or service**

SWOT Analysis Strengths Advantages/What is done well 2. Weakness Disadvantages/What is done badly 3. Opportunities Markets/New Trends/Events 4. Threats Competition/Changes in Technology/Changes in legislation or government policy/Changes in consumer needs/wants.

7. Local Voluntary Organisations/Community Enterprises

Voluntary Organisations A group of people who have come together on a voluntary basis with the expressed aim of improving the lives of others in the community (local or national organisations) Local Organisations Tidy Towns Committee Youth Club Drama Club Homework Club Neighbourhood Watch National Organisations Society of St Vincent de Paul Amnesty International The Rehab Group Trocaire The GAA Aware Bothar

Voluntary Organisations What do Voluntary Organisations do? Promoting the Development of Local Community: e.g. Tidy Towns Promoting protection of Local Community: e.g. Neighbourhood Watch Help disadvantaged groups within society: e.g. Society of St Vincent de Paul. Involvement in Sports: e.g. GAA

Examples of Voluntary Organisations GAA Established to revive and nurture traditional indigenous pastimes Promoting hurling/ Gaelic/football/irish dancing/music & song. There are over 2,500 clubs in Ireland alone St Vincent de Paul Voluntary org. Membership open to people of all faiths. Aims to help people in need on an individual basis. Provides clothing, fuel, food, beds, furniture and holidays.

Examples of Voluntary Organisations Focus Ireland Believes everyone has the right to a place that they can call home. They try to empower homeless people so they can look after themselves Providing them with information, resources and training, enabling them to rejoin society. Macra Na Feirne Aims to promote agriculture and rural development. It organises activities around 8 different programme areas: sports and social, travel, competitions, art and culture, farming, rural development, education and leadership training.

Benefits of Voluntary Organisations Provide a service not otherwise available Help the less well off in society - so that everyone has a basic standard of living e.g. The elderly Provide a good example to young people and encourage them to get involved and improve their skills Foster greater community spirit - more support when community projects are undertaken Individuals involved benefit hugely as they are committed to their local community

Evaluation in Voluntary Organisations Evaluation is NB for voluntary organisations so they can take a close look at themselves and what they are doing on a regular basis. It allows the organisation to review that it has achieved. The organisation's achievements can be compared to its objectives. Evaluation provides an opportunity to plan ahead, make improvements and branch out into new areas. It is a chance to check that funds are being properly used.

People involved in Voluntary Organisations Most people involved in voluntary organisations work on a voluntary basis. Some are paid and work on a full-time or part-time basis. People have different roles, e.g. Counsellors, fund-raisers, coaches, managers and administrators.

Community Enterprises A Community Enterprise can be defined as a small commercial enterprise that has been established for the benefit of the local community rather than an individual Promote development in particular communities Udaras na Gaeltachta works in Gaeltacht areas LEADER Plus programme promote rural enterprises City and County Enterprise Boards promote the development of micro-businesses

Examples of Community Enterprises FAS FAS operates training and employment programmes and recruitment services. It also provides support for businesses and community-based enterprises. City/County Enterprise Boards Provide support services to small businesses. Provide advice and training grants. They promote entrepreneurship through the Enterprise Awards Scheme and Enterprise Encounter.

Examples of Community Enterprises Udaras Na Gaeltachta Aim is to preserve and strengthen the Gaeltacht and the Irish language. Encourage strong communities who achieve their full potential and enjoy a high quality of life. Attracting investment to the Gaeltacht regions and offering grants and incentives. LEADER Plus Programme An EU initiative for rural development. Enables groups in rural areas to implement their own business plans for the development of their area. It is co-funded by the Irish Government and the EU.

Benefits of Community Enterprises Help reduce unemployment Generate income and provide services Restore community pride Improve the local environment They help those who are socially excluded They provide a service not otherwise available Foster greater community spirit Sometimes they receive grants which are utilised locally

Voluntary Organisations v's Business Enterprises Non-profit making Volunteers may receive payment Finance comes from grants, fundraising, the lotto They may not have a risk element Business Enterprises They trade for a profit Staff receive payment Finance comes from investors and they charge for product/service They have a risk element

Multinational Business The advantages of a multinational business to host countries are: They create jobs for the local population. The companies help the development of the country by bringing in technology and knowledge that the host country does not possess. Transfer of technology, capital and entrepreneurship. They increase the investment level and thus the income and employment in the host country. Greater availability of products for local consumers. Greater access to high quality managerial talent which tens to be scarce in host countries. Increase in exports and decrease in imports, thereby improving the balance of payment of host countries. The new multi-national companies act as growth poles for other similar companies. They could encourage more companies to locate in that country once they see the benefits that it brings.

Multinational Business Disadvantages include: Destroy competition and acquire monopoly. Often the jobs are highly skilled and so the company brings in their own people to do them. Also, the technological nature of many of these companies means that there aren’t as many jobs as there might have been. The wages paid to local workers are often low and some companies have been accused of exploiting the local workforce rather than benefiting it. There are often tax incentives for these companies to locate in countries in the Developing World. This added to the fact that they take most of their profits out of the country, means that the actual economic benefit to the country could be minimal. Many multi-national companies have very poor records on pollution and worker safety. They have been accused of trying to cut corners with both safety and pollution in order to keep costs down

In order to reduce the fears of host countries MNC they need to: provide employment train managers provide products and services that raise the standard of living introduce and develop new technical and managerial skills increase productivity

8. An Enterprise Activity

Deciding on a product/service Develop a new idea. Copy an existing idea Change an existing idea – develop/add to it Identify a gap in the market Enter a niche market, i.e. A specialised area Do some research and development

Market Research Market Research is an important element of marketing. Market research is used to identify the types of people interested in a particular product or service. Used to find out what potential customers need and want. It can help producers to find a suitable selling price. Used to investigate competitors Can help determine what standard of quality the producer should try to achieve It reduces the risks associated with business and helps to ensure that the business is successful.

Types of Market Research Desk Research Information that has already been published Newspapers Central statistics office Internet Magazines, trade journals Golden pages Reports from Gov Dept, Chamber of Commerce, City & County Enterprise Boards Field Research Going into the market place and interviewing customers and potential customers. Collecting information Questionnaires Observation Personal interviews Telephone interviews Consumer panels Retail audits

Questionnaires One NB aspect of conducting a survey is designing the right questions!!! Before you design the questionnaire brainstorm what information you need to get from the people who'll be filling it in. Use closed questions/open-ended and multiple choice questions Number questions Use clear headings & instructions Leave clear marked space for answers Questions must be clear and easy to understand Keep short and simple Pilot the questionnaire Avoid leading questions Avoid biased questions Select a sample that is representative Analyse answers properly

The Marketing Mix (4 P’s) Product Produce the right produce/service to suit consumer needs Ensure excellent quality and an ideal brand, promoting an outstanding image e.g. Ensure the packaging enhances the product and is appropriate Having a USP (Unique Selling Point) for a competitive advantage Price Choose the most suitable price for the product Cover all costs, whilst yielding a sufficient profit Price may be determined by demand and competitors prices Prices may change from time to time e.g. sales Promotion What methods of advertising will reach target market e.g. newspapers/radio/tv Use sales promotions – e.g. special offers, 100% extra free Deal with public relations issues e.g. dealing with complaints, public relations Place Where is your market actually situated How will you transport your goods to the market How will you distribute your goods? (direct to the consumer/or through a retailer?)

Marketing Marketing is a term used to describe all aspects of selling goods and services; From market research to purchasing raw materials, to producing the product, to selling and distributing the product or service, to after-sales service. Marketing identifies, anticipates and satisfies consumers’ needs, whilst still making a profit.

Promotion Promotion encourages customers to buy goods/services. There are basically four methods of promotion: 1 Personal Selling Sales people convince customers to purchase goods/services. 2 Public Relations PR is about promoting the good image of an enterprise/product/service to the public. 3 Advertising Advertising creates interest in and desire for the product/service, persuading customers to buy it. 4 Sales Promotion Promotions encourage people to buy the product by giving them: Free gifts/special offers/money off

Advertising Reasons for Advertising Attracts attention/inspires interest/develops desire/achieves action i.e. persuades the customer to purchase the product/service. Forms of Advertising Television/radio/magazines/newspapers/cinema/billboards/the internet/shopping bags/sponsorship/Competitions Planning an Advertising Campaign Have clear objectives Decide on a budget Choose an appropriate form of advertising Decide on an advertising agency/appoint advertising manager Decide on a target market

Evaluating an Advertising Campaign After the campaign, evaluate to see: What worked well? What aspects were cost effective? What would we do differently? How to evaluate: Identify the costs involved and see if the campaign was effective Survey the public Check if sales have show a significant increase Ask employees for their opinions