1. Assessment review Q1-
Analyse the advantages to Jon of operating in a niche
market (9 marks)
• Easier to identify likely customers and
communicate with them
• Reduced competition which may allow Jon to
charge a higher price
• Ability to increase sales by closely matching
his services to his customers’ needs
• Customers within a niche market tend to be
more loyal
2. • The majority misunderstood the question.
• It is asking you to analyse how are marketing
objective can aid in making a business a success
or whether they have any impact at all.
• The case study does play an important role.
However, use it to simply support your points or
to provide examples
Assessment review Q2-
To what extent do you agree that the success of the business will
depend on setting clear marketing objectives? (16 marks)
3. Arguments for
• Setting clear marketing objectives will give Jon
and his business clear targets to aim for
• Clear marketing objectives will provide Jon with a
sense of direction and help to keep him on the
right track
• Jon can compare the ‘actual’ figures with his
marketing objectives and take corrective action if
necessary
• Having clear marketing objectives may make it
easier for Jon to obtain extra finance, if
necessary, to grow his business
4. Arguments Against
• Jon currently operates in a niche market where there is
likely to be little competition. The success of his
business could depend on whether or not other
competitors decide to target this market
• The accuracy of his market research that was used to
set the marketing objectives will affect how realistic
they are which in turn may affect how successful his
business is
• The success of Jon’s business will also depend on a
number of other factors including the level of service
he provides as well as other, external factors beyond
his control
5. Conclusions
• Clear marketing objectives will be very important
in order to get the business set up
• They will also help to keep Jon focused on specific
targets, once the business is established and he is
very busy – a point at which sole traders often
lose sight of their key objectives
• However, this will not guarantee success; the
most important factor is likely to be whether he
can establish a large enough customer base.
6. Tasks
• Opportunity to better your grade.
• If you got a U you are completing it
again now.
• Complete worksheets for the topic and
ensure your book is up to date and tidy.
