1. Theme 1: Marketing & People
This theme enables students to understand how businesses identify opportunities and to explore how businesses focus on developing a competitive advantage through interacting with customers. Students develop an understanding of how businesses need to adapt their marketing to operate in a dynamic business environment. This theme also considers people, exploring how businesses recruit, train, organise and motivate employees, as well as the role of enterprising individuals and leaders.
1.1 Meeting customer needs
Subject content
1.1.3 Market positioning
What students need to learn:
a) Market mapping
b) Competitive advantage of a product or service
c) The purpose of product differentiation
d) Adding value to products/services

2. Was Lego correct to segment the market by gender?
Who is Lego’s target market?

3. Market mapping
Analyses markets by looking at the key features that distinguish different products or brands.
Used to spot a gap in the market
Task:
Design a market map for the UK chocolate bar industry. Use price (high to low) and quality (luxury to low). Aim to include at least ten different bars on your market map. For example, Green & Blacks, Lindt Excellence, Cadbury Dairy Milk

4. 6 marks

6. How do Aldi/ Lidl compete?
Competitive Advantage
Why are Manchester City at the top of the premier league? Because they have skills/ players that other teams don’t.
‘Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match’ Philip Kotler
How do Aldi/ Lidl compete?

7. Competitive Advantage
How do BMW compete?

8. Competitive Advantage
‘If you don’t have a competitive advantage, don’t compete’
Lowest cost
Differentiation

9. What are the 2 strategies Michael Porter identified?
Give some examples of Businesses that take on low cost strategies
How have Halfords and Brompton differentiated themselves?