04 Consider how the following two changes could affect BB's marketing.. [12]

[Sir Afzal Shad]

BB is a private limited company which operates 3 sandwich shops. It sells ready-made and made-to-order sandwiches. BB has two types of customer - business customers and customers who visit its shops. BB earns 40% of its revenue from business customers. They place bulk orders each day and these orders are delivered by BB. Some of the customers who visit BB’s shops give their orders and receive their sandwiches without leaving their cars.

04 Evaluate how the following two changes could affect BB's marketing. Which change is likely to have the most effect? [12]

• Customers are becoming more health conscious.
• More people are working from home instead of in offices.

Possible Structure:
[Def] Marketing

Argument 1 (Impacts of customers are becoming more health conscious)
[KN] >> [APP] >> [AN]

Argument 2 (Impacts of more people are working from home instead of in offices)
[KN] >> [APP] >> [AN]

Evaluation: (Your opinion)
[L1] Judgement [L2] Develop Judgement [L3] Development in Context

[Shuraim Arif]

(Def) Marketing are the tactics businesses use to attract customers towards the products or services a business sells which involves the four elements of product, price, place, promotion from the marketing mix.
(KN) If customers become more health conscious, the business would promote the health benefits of their products and highlight the healthy ingredients being used.
(APP) Since most of BB's customers buy directly from them while visiting shops, it is extremely important for BB to let the customers know about the healthy ingredients being used to prevent customers from leaving thinking that BB's sandwiches are not healthy.
(AN) This would save many sales BB might have lost if they hadn't highlighted the healthy ingredients especially to the health cautious customers. Once the health benefits of BB's sandwiches have been highlighted, many more customers may start buying their sandwiches on a daily basis, becoming loyal and improving the brand image. This would increase BB's market share in the long run.
(KN) If more people start working from home, the company would have to reduce its marketing focus on business customers.
(APP) Since a huge amount of BB's customers are business customers, the bulk orders it gets each day would decrease, meaning sales would fall, so BB may reduce marketing aimed business customers and focus on spending more on promotion of their sandwiches for individual customers.
(AN) This would save BB from a lot of wastage because if BB had continued spending on marketing for business customers, it would have been of no use as many people had started working from home rather than going to offices. This would also mean BB could reinvest more money into the business to carry out market research and make their sandwiches healthier and more organic in the future.
(EVA) In my opinion, BB would have to bring greater amount of changes to their marketing strategies if more people started working from home. This is because of the high percentage of revenue and the bulk orders BB gets from business customers, which would initially lead to a dip in sales, but it can be recovered quickly if BB switches its focus on marketing for individual customers and also focusses more on attracting new customers and making them loyal to the business.

[Daris]

Marketing is the process of identifying customer needs and wants and then meeting them profitably through decisions about product, price, promotion and place.

If customers become more health conscious, their tastes and preferences change towards healthier food. Businesses may need to adjust their product and promotion to match this change in demand. For BB, this would mean marketing healthier sandwiches, such as low-fat or vegetarian options. BB could also promote these products by advertising nutritional benefits, for example saying there products are low calorie. This would increase BB’s costs because new ingredients and menu development may be required. It could also improve BB’s competitiveness by attracting health-conscious customers who visit the shops. In addition, effective promotion of healthier options could increase sales by encouraging customers to choose BB over competitors.

Working from home changes consumer behaviour because fewer people are going to offices and buying food near their workplaces. BB earns 40% of its revenue from business customers who place bulk orders for offices, so a rise in remote working reduces demand for these orders. This would reduce BB’s overall sales and profitability because fewer bulk orders are being made. BB would need to adjust its marketing mix by promoting sandwiches directly to individuals at home, possibly through online delivery services or digital promotions. Additionally, BB might need to offer new meal deals or convenience options to compete in a more competitive home delivery market, ensuring it retains customers who previously ordered through offices.

Overall, more people working from home is likely to have the greater effect on BB’s marketing. This is because it directly affects a large proportion of BB’s sales and forces changes to its target market, promotion and distribution methods. Increased health consciousness mainly affects BB’s product range and promotion, which can be adjusted more easily. Therefore, working from home has the bigger impact on marketing for BB.

[masabtahir]

def] Marketing means advertising your products in market where its demanded

kn]ap]an]
if people are getting health conscious as sandwiches are consider in junk food so they should shift their ingridients to healthy and organic material
for e.g. they should add organic chicken sauces and bread in the sandwich for attracting the customer
an] this will make the sales increase and they should market there sandwich with written 100 percent organic on the broacher or bill board they use for marketing this will attract more customer for the organic sandwich and they can also charge high for organic sandwich as its rare in fast food market

kn]ap]an]
if people start working from home so they should decrease focus on bundle deals and more focus on family deals for family and can introduce kids meal for kids
for e.g. now marketing should be focused more on houses and send broachers of it to homes for attracting their attention
this will increase their sales by introducing extra deals and menu for consumers and sending broachers to home will increase the reach of the restaurant consumer base more profit would be generated in the business and good brand image would be created by consistently performing good with high quality service to their consumers

l1] bbs marketing will change to family targeting for promotion for advertisment
l2] they will use both calories adv and family adv for their brand
l3] targeting family with both calories and family will be more productive