Motivation: Theories and Principles
Essay Preview: Motivation: Theories and Principles
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Marking Feedback CB612: SwimRunCycle
Mark 68%
GOOD POINTS:
Punchy name
Credibility of personal previous experience
Good statistics on the demographics of the targeted town and local clubs whose members would be ideal customers
Clearly defines the USP
Good use of the 4 Ps to review the marketing mix
Deals for local clubs good
Launch Promotion good 20% off + sponsoring local events, customer database and target retention figure considered
Differentiated products which have been well researched and a recognition that the product ranges would be monitored and changed to meet customer demands
Very considered staffing plan and job descriptions
Strengths and weaknesses of the competition is good
Listed the suppliers
IMPROVEMENTS:
Brief justification of why they have chosen a sole trader status
Give evidence of primary research i.e. copies of questionnaires or graphs of the responses in the appendices
Target market too wide – define the core customer
More positive wording – take out about, roughly (use ranging or between instead)
Vague about pricing policy in the introduction but does later define whether it is high/med/low in part 5. Give some examples against the competition
Executive summary comes at the beginning of the report not the end but a more punchy summary would be good at the end.
Does not discuss the risks involved in this business
Use appendices to show visuals/pictures of the core products, the shop front with the logo etc
Layout: Professional front page with company name, student name, logo, maybe a photo or graphic to make a visual impact etc. Use 1.5 spacing and justify the sentences, use a header or footer with your name and student no.
ASSUMPTION: That the financial sheets were good for the P+L, Cash flow and Balance Sheet and demonstrated the break even point. I this was not included the mark would reduce to 58%.