Chapter Reference in the core textbook, Marketing by Baines, Fill and Page
Chapter 2: The Marketing Environment, pages 48 to 87.
Other references: Case studies and sources provided in class.
Coursework Outcomes
Your answer should demonstrate the following outcomes:
1. An assessment of marketing and business strategies of two companies in the same sector. One (JD Sports) is has been doing well and the other (JJB Sports) has failed. Specific questions are provided below.
2. Awareness of the important of profiling the external environment;
3. An understanding of the PESTLE framework and its key elements;
4. Application of PESTLE to JJB Sports and other sports wear retailers in the UK, based on two case studies which have been discussed extensively in class.
Part a: INVESTIGATION
1. How does JD Sports apply a winning marketing strategy and records substantial profits while a similar company in the same sector (JJB Sports) has failed and gone into liquidation?
2. What specific factors may be used to summarise the success of JD Sports?
3. Compare and contrast the marketing mix and financial performance of both companies
4. Discuss how JD Sports may have benefitted from the collapse of JJB Sports.
Part b : PESTLE APPLICATION
The following questions are derived from 6 aspects of the external environment. You should provide short answers to address the main aspects of the PESTLE elements you have analysed.
The failure of JJB Sports and comparison with the success of JD Sports
Political:
- What are some political changes or political events that have occurred recently?
- What impact do you think each of these changes might have had businesses located in major cities in the UK?
- What impact do you think each of these changes could have on marketing activities of sports goods retailers?
Economic:
- What is the economic profile of the country which affects the above analysis? Provide a general statement about employment levels, taxes, consumer buying trends etc.
- What impact do you think each of these changes might have on differing competitors in the same sector?
- What impact do you think each of these changes could have on marketing activities?
- Context: What impact do you think the current economic climate has on the demand and supply of sports goods in the country?
Socio-Cultural:
- What are some recent socio-cultural trends that have or are occurring? Provide a general statement about changes in population, age, lifestyle trends etc.
- What impact do you think each of these changes might have on differing sports goods suppliers?
- What impact do you think each of these changes could have on marketing activities?
- Context: What impact do you think these changing socio-cultural trends might have on the demand and supply of sports goods?
Technological:
- What are some technological trends that have or are occurring? Provide a general statement about new technologies, transportation, ICT and media in the country.
- What impact do you think each of these changes might have on differing organisations in the same sector?
- What impact do you think each of these changes could have on marketing activities?
- Context: What impact do you think these technological trends might have on the demand and supply of sporting goods?
Legal:
- What are some legal development and/or changes that have or are occurring? Provide a general statement about changes in the law that you might be aware of, such as driving laws, alcohol consumption etc.
- What impact do you think each of these changes might have on differing business organisations?
- What impact do you think each of these changes could have on marketing activities?
- Context: What impact do you think these legal changes might have on the demand and supply of sporting goods?
Ecological:
- What are some ecological trends that have or are occurring? What are people in the country
