Lesson: competition

Starter 5 mins

Multi-choice questionQuick placing of A, B, C - restaurant

Intro5 mins

Introduce the factors which a business needs to considerreferring to pages 20-21The story – p.20

Activity 110 mins

Learning about the competitiveness factorsNumbers 1-5 round table – read understand and feedback round table – why is that factor important?Class feedback

Activity 25 mins

Brief EncounterOutline task

Activity 325 mins

Work on the strategy

Activity 415 mins

Present back to the class

Activity 515 mins

Writing

Activity 65 mins

Homework – to research yellow pages and internet to find three companies which do something similar to your business

Plenary5 mins

Review the five factors

A market map shows....

A. Where a business is locatedB. Where a product is positionedC. Where the market segments go shoppingD. Which roads customers have to use to get

to the business

to plan a new business venture while recognizing the influence of competitors

to plan a new business venture while recognizing the influence of competitors

This could be a market map for restaurants

A

B

C

to plan a new business venture while recognizing the influence of competitors

This could be a market map for restaurants

to plan a new business venture while recognizing the influence of competitors

to plan a new business venture while recognizing the influence of competitors

Competition

Quality &Design

Selling experience

After-sales servicePrice

Brand image

p.20-21

to plan a new business venture while recognizing the influence of competitors

to plan a new business venture while recognizing the influence of competitors

Competition

Quality &Design

Selling experience

After-sales servicePrice

Brand image

p.20-21

Q. Why is each factor importantin staying competitive?

Brief Encounter You are trying to establish a new business in the male underwear market. The name you have come up with is Brief Encounter. Your product range includes five basic styles.

to plan a new business venture while recognizing the influence of competitors

Brief EncounterThe product range

to plan a new business venture while recognizing the influence of competitors

to plan a new business venture while recognizing the influence of competitors

Your marketing strategy Identify and describe the market segments who might be interested in each style. Think about your competitors [all the other businesses selling products similar to yours] and decide how you will position yourself in this market. Depending on the position you are aiming for you need to make decisions on:• Quality• Selling experience• After-sales service• Price• Brand image Decide on how you will try and establish your brand in the market [logo, catch-

phrase, publicity...]

to plan a new business venture while recognizing the influence of competitors

Market segmentation

Who are the target customers for each productin your range?

to plan a new business venture while recognizing the influence of competitors

to plan a new business venture while recognizing the influence of competitors

CompetitionTo stay competitive, a business will aim to match or beat competitors on.....

[now describe what these factors mean and why they are important]

to plan a new business venture while recognizing the influence of competitors

Competition

Quality &Design

Selling experience

After-sales servicePrice

Brand image

Your business

Suppliers

Customers

£

£

to plan a new business venture while recognizing the influence of competitors

To be able to describe what a business does

Competitors

HomeworkTo find at least threecompetitors to your business

to plan a new business venture while recognizing the influence of competitors

to plan a new business venture while recognizing the influence of competitors

Competition

Quality &Design

Selling experience

After-sales servicePrice

Brand image

p.20-21