Business and marketing research

Task 1 —20 Marks a) Consider the current situation at Highbury English Language School, with particular reference to the busin" rel="nofollow">iness's strengths and weaknesses. The loss of the Mazubishi contract is clearly a threat to his busin" rel="nofollow">iness, but how could it be seen as an opportunity? (8 marks) b) Explain" rel="nofollow">inin" rel="nofollow">ing any assumptions you make, use the PESTLE model to summarise and evaluate the main" rel="nofollow">in factors which Kevin" rel="nofollow">in should consider when formulatin" rel="nofollow">ing his marketin" rel="nofollow">ing plan. (12 marks) Task 2 —35 Marks a) Addressin" rel="nofollow">ing each section of Ansoff s Matrix, discuss the options open to Highbury English Language School. (8 marks) b) Identify what you thin" rel="nofollow">ink are the busin" rel="nofollow">iness' brand attributes and discuss whether Highbury English Language School should build on existin" rel="nofollow">ing brand strengths or create a new brand proposition if it is to succeed in" rel="nofollow">in any proposed marketin" rel="nofollow">ing plan. (13 marks) e) Usin" rel="nofollow">ing the services marketin" rel="nofollow">ing mix as a framework, summarise the key issues the busin" rel="nofollow">iness needs to address in" rel="nofollow">in order to meet the opportunities and threats you have already identified. (14 marks) Task 2 _ —20 Marks Discuss the range of marketin" rel="nofollow">ing research techniques which need to be applied to support your discussion from the first two tasks. In doin" rel="nofollow">ing so you should summarise which sources of secondary research would in" rel="nofollow">inform your situation analysis. both in" rel="nofollow">internal and external to the busin" rel="nofollow">iness. and how and why they should be used. (10 marks) You should also recommend the most appropriate methods of primary research to supplement any existin" rel="nofollow">ing. secondary data, and how these might be conducted (by Kevin" rel="nofollow">in and Jill or by use of third party services). (10 marks) Task 4 — 5 Marks Highbury English Language School is clearly familiar with dealin" rel="nofollow">ing with Japanese clientele. but if the busin" rel="nofollow">iness is to attract other foreign customers it must consider cultural differences in" rel="nofollow">in the way products and services are promoted and delivered. Describe the first FOUR (4) of Hofstede's cultural dimensions and use the model to illustrate any key differences between the Japanese market and others which might be attractive to the School.