Unit AS 1 The Competitive Business

A look at the various methods of research e.g. surveys, focus groups, consumer panels, test marketing, interviews, observation and store loyalty cards.

A step by step look at constructing a market plan, types of marketing objectives, advantages and disadvantages of a market plan, marketing budget and ansoff matrix.

A look at the advantages and disadvantages of horizontal and vertical integration along with conglomerate integration.

A look at the methods of distribution e.g. air, rail, with analysis of each method via advantages and disadvantages.

A look at what is a market, with advantages and disadvantages of a niche and mass market.

A summary of the advantages and disadvantages associated with job and batch production.

A look at the different types of markets including: duopoly, monopoly, perfect competition, oligopoly and competitive market.

A look at what is added value, competitive advantages and what is a good.

A summary of competition and the role of the competition commission.