1. Controlled Assessment Check List Name: Appendix A – Background Information Appendix B – Interview with the Owner Appendix C – Customer Survey Appendix D – Tally Chart Appendix E – Analysis of Customer Survey Appendix F – Competitor Promotional Analysis

2. Saturday Outcomes Must have completed all the research and planning for the controlled assessment (Appendix A – F); Should have had this planning printed off and checked for quality control by Mr Murray; Could have written an Introduction to your local business.

3. What should I put in my Introduction? Appendix A and B 1 st Paragraph – The name of your business and the area it is located in. Explain why you have chosen this business. Refer to Appendix A; 2 nd Paragraph – Further information on the business, what it sells, employees etc. Refer to Appendix B Interview with Owner. 3 rd Paragraph – Further information on the area and its location. Think about the type of person that lives there; potential target market. Refer to Appendix A. Final Paragraph – Information on why you chose the business in relation to promotion and what you want to achieve.

4. Introduction – Example Task 1 The small business I have chosen to investigate is ‘The Sandwich Shop LTD’ which is based in Hornchurch Town Centre (see map on appendix A). It was established in 1993 and has five employees. I decided to investigate this business as I have been a loyal customer in the past. All five of the employee’s primary roles are to serve the customers by preparing and cooking the food for the customer. Hornchurch Town centre has lots of restaurants in addition to quite a few shops – large competition for the business (see map on appendix A). The majority of the people living in Havering are classed as ABC1 (see demographic table on appendix A). This means that most people in the area have professional jobs and earn a salary that is above the national average. As a result, incomes will be relatively high so local people can afford to eat out and buy sandwiches. This means a potential large customer base. Hornchurch has good transport facilities as it is served by 7 bus routes. Hornchurch Station is just a short walk from the Town Centre which connects to Central London. It is also served by Emerson Park rail station which connects to Upminster and Romford. (please refer to transport links on Appendix A). The range of products that ‘The Sandwich Shop LTD’ sell include (but not limited to) sandwiches with a selection of fillings that include (but not limited to) ham, cheese, tomatoes, tuna and cucumber. They also sell baguettes with the same/similar fillings. Sandwiches or baguettes can be served with crisps or chips as well as salad. They also sell jacket potatoes with fillings which include: cheese, ham, baked beans and coleslaw. These are all served with butter and salad. (Refer to Menu on Appendix B) I have chosen this business because it is a small local business which I use on a regular basis. The business uses a variety of promotional tools in order to entice customers into its shops. Therefore, this makes it a suitable business to investigate.

5. Angeli’s Introduction The business that I have chosen is called ANGELI’S FISH BAR. It is a takeaway fish and chip shop located on the outskirts of Hornchurch Town Centre at 51 Station Lane in Hornchurch. The Demographic profile of Hornchurch identifies a population of 24250. Please refer to Appendix A. Therefore, Hornchurch has a high population density in comparison to other boroughs around the country. However, the most important information in the table is the social class. 75% of the population are classed as ABC1. This means that the majority of people in the area have a high disposable income. As a result, they are able to purchase fast food. This is why there are lots of bars, restaurants and fast food establishments in Hornchurch as there is plenty of demand. Please refer to Appendix A for further information on the area and the location of the business. The business was founded in 1976 and currently employs 3 full time and 2 part time workers, all of which have the job of preparing and serving the customers their food. Please refer to Appendix B – Interview with the Owner for further Information. It sells a range of products including Fish, Chips, Kebabs, Burgers, Chicken and Ribs as well as a range of soft drinks. Please refer to Appendix A for further information on Angel’s menu. Angeli’s also has a lot of passing trade as it is close to Hornchurch Station, which has links with Underground and National Rail and therefore connects to Central London. There are also links with buses on the routes 193, 252, 256 and 652. Secondly, there are two schools nearby; Suttons Primary School and The Sanders Draper School (A Secondary School) from which students visit the fish and chip shop during their lunch break. Finally, the business also has customers coming in from Hornchurch Town Centre, which is 0.7 miles away. Please refer to the map on Appendix A. I have chosen to investigate Angeli’s as I have been a loyal customer for a number of years and it is close to where I live. A number of students from the school are customers of Angeli’s which will enable me to research their opinions in order to complete my investigation. I will be using a range of research strategies such as primary and secondary research throughout this report.