BTEC Business. Unit 2. Shine Beauty. AF2 Aims and Objectives. Exemplar Response. Distinction*

Shine Beauty
AF2 [8 Marks]
Marketing Aims & Objectives


20 Minutes spent on this section (AF2 Aims and Objectives)

- Having 2 well developed marketing objectives is sufficient
- Ensure aims and objectives are clearly linked to your chosen option (Option 1 or
Option 2)




- Marketing Aims should be broad overall statements, setting direction and context for
the proposed strategy
- Marketing objectives should be SMART (Specific, Measurable, Achievable, Realistic,
Timebound) do not describe the elements of smart, increase create measurable and
specific targets relating to the proposed strategy
- They provide focused and supportive goals to support the aims

Aims are defined in PART B) Shine Beauty. We are told in part be what the business wants
to achieve.




In this case:

- Increase sale of each salon (currently is at £220,000)
- Increase the average spend per customer per visit
- Significant reach of a wider audience of potential customers

Choosing Option 2)



1. Increase the average customer spend per visit by 15% for salon event attendees
from £35 up to £40 as measured by their spend over the next three months