BTEC Business. Unit 2. Shine Beauty. AF4 Justification (SWOT,PESTLE,Product Life Cycle). Exemplar Response. Distinction*
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Course
Unit 2. Marketing Campaign (31489H)
Institution
PEARSON (PEARSON)
An Exemplar Response for Unit 2 Marketing Campaign AF4 Justification using analysis tools SWOT, PESTLE, Product Life Cycle. Examiner tips and structure. AF3 for the case study Shine Beauty. All 3 tools have been filled and expanded on. All other AFs are available. This Exemplar response has been w...
Shine Beauty
AF4 [12 Marks]
Justification (SWOT/PESTLE/PRODUCT LIFE CYCLE)
15-20 Minutes spent on this section (AF4 Analysis Tool)
I have included all 3 tools (SWOT/PESTLE/PRODUCT LIFE CYCLE). In the exam you will need
to create at least 2 analysis tools.
SWOT
a. Avoid using a table as it can be limiting for you to develop your points in
detail
b. Be specific and use the research pack as evidence
c. Choose one key (SWOT) and develop in detail, linking to the research
2. Strengths and Weaknesses are INTERNAL to the business from Part b)
3. Opportunities and Threats are EXTERNAL to the business from Part a)
STRENGTHS
Shine Beauty has a loyal existing customer base and high level of repeat business.
This is evidenced by the average of 5 visits per year from existing customers. This
strength provides a strong foundation to achieve the aim of reaching more
customers and building the customer base by using word-of-mouth
recommendations and referrals to encourage attendance at the salon events, which
in turn supports the objective of sales per event attendee. The primary research
supports this strength as it indicates that reputation and customer reviews are the
two most important factors determining which salons customers choose.
WEAKNESS:
Shine Beauty has not established strong reputation regarding the high end and
innovative treatments. This is evidence through the very few customers that have
opted to try these new treatments. This weakness causes financial concerns for
Shine Beauty as Sarah has spent a significant amount of time and money training
staff in these new treatments. The primary research suggest that reputation is the
most important factor to customers when considering treatments. There are
concerns in this weakness for Shine Beauty as other salons in the area are seeing
increase in popularity for this treatment at their salons. Sarah is concerned the
money and time invested is going to be wasted.
OPPORTUNITY:
The secondary research highlights there is increasing demand for men’s treatments.
As an increasing number of men are using beauty salons, this offers an opportunity
for Shine Beauty to move into a new market with a new customer base. The
opportunity to marker particular treatments to males can help to increase new
custom.
THREAT:
The secondary research highlights increasing popularity of at-home beauty services.
Convenience and price may be reasons for this. As Shine Beauty currently relies
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