BTEC NATIONAL SPORT
Edexcel BTEC Level 3
DEPARTMENT OF PHYSICAL EDUCATION
UNIT 25: Sport as a Business
ASSIGNMENT: THREE
TEACHER:
ASSIGNMENT:
THREE
TITLE:
Sport as a Business
LEARNING OUTCOMES:
4
INDICATIVE CONTENT:
4a, 4b, 4c and 4d
DATE SET:
DUE DATE:
LEARNING OUTCOME
4 Be able to use market research and marketing for a sports business
CONTENT
4 Be able to use market research and marketing for a sports business
Plan: reasons eg customer knowledge, competitors, the market environment, demand and trends, opportunities for
development, pricing strategies; methods eg primary sources, secondary sources; selection of appropriate methods eg
surveys, questionnaires, product testing, recording, interpreting; areas eg customer types, customer behaviour, sales
trends, market share, market segmentation, competitor activities
Conduct: sample eg choosing the sample size, location of sample, time of sampling, implications of different samples;
cost and accuracy of information; survey design (questions to be asked, length of survey); types of questions
(sequencing, dichotomous, multiple-choice, scaled, open-ended); bias; relevance; response; recording response data
Marketing activities: eg select major type of promotion to be used (magazine, television, newspapers, dates and time,
target audience), develop advertising messages, training sales staff, plan and implement sales promotion (leaflets, taster
sessions, open days, offers, price), analyse competitor’s prices, formulate pricing plan, set prices, establish discounts for
certain buyers, establish terms of memberships and entrance fees
Promotional plan: development of promotional objectives; assess promotional opportunities, resources and policies;
characteristics of target market; availability of promotional methods; formulate the promotional plan and revise the
plan for implementation; coordinate and control promotional activities; advertising eg budget objectives, target
audience, non-personal communication; publicity eg press release, feature article, magazine, radio, captioned
photograph, television; public relations eg manage and control use of effective publicity; sales promotion eg personal
selling, seasonal promotion offering product at attractive price
ASSESSMENT GUIDANCE
P5 - Plan market research related to, and appropriate for, a selected sports business
P6 - Conduct market research related to, and appropriate for, a selected sports
business, recording and interpreting results
PASS
P7 - Describe the marketing activities of a selected sports business
P8 - Produce a promotional plan for a selected sports product or service, drawing on
market research.
MERIT
M4 - Conduct market research related to, and appropriate for, a selected sports
business, explaining the results
M5 - Justify a promotional plan for a selected sports product or service.
D1 - Analyse the results of the market research, drawing valid conclusions
DISTINCTION
D2 - Evaluate the promotional plan identifying areas for improvement.
SCENARIO
Before you start your business in personal training you decide that it would be wise to carry out some market
research to see what your potential customers might want from your business. Once this is done you can then begin
to produce a promotional plan to advertise and promote your new business. (For this task you may decide to start a
different type of sports business if you wish)
Market Research:
Plan market research related to, and appropriate for, a selected sports business.
 Think about the reasons why you would need to carry out market research.
 Think about the different ways you could carry out the market research.
 What information would the market research need to discover?
(P5)
Conduct market research related to, and appropriate for, a selected sports business, recording and interpreting results.
(P6)
Explain these results in more detail.
 What do the results show?
(M4)
Analyse the results of your market research.
 Suggest reasons why you got the results you did
 Can you think of any conclusions? What will you do as a result of this information?
(D1)
Marketing:
Describe the marketing activities of a selected sports business. Think about the following:
 Type of promotion to be used (magazine, television, newspapers, dates and time, target audience)
 Advertising messages
 Training sales staff
 Plan and implement sales promotion (leaflets, taster sessions, open days, offers, price)
 Analyse competitor’s prices,
 Formulate pricing plan, set prices, establish discounts for certain buyers,
 Establish terms of memberships and entrance fees
(P7)
Promotional Plan:
Produce a promotional plan for a selected sports product or service, drawing on market research. Think about the
following in your answer:
 DO NOT FORGET TO REFER TO YOUR MARKET RESEARCH THROUGHOUT YOUR PLAN.
 Development of promotional objectives;
 Assess promotional opportunities,
 Resources and policies;
 Characteristics of target market;
 Availability of promotional methods;
 Formulate the promotional plan and revise the plan for implementation;
 Coordinate and control promotional activities;
 Advertising eg budget objectives, target audience, non-personal communication;
 Publicity eg press release, feature article, magazine, radio, captioned photograph, television;
 Public relations eg manage and control use of effective publicity;
 Sales promotion eg personal selling, seasonal promotion offering product at attractive price
(P8)
Justify a promotional plan for a selected sports product or service.
 Suggest reasons why what you have put in your promotional plan is right for your business
(M5)
Evaluate the promotional plan identifying areas for improvement.
 Say how successful you think this plan would be.
 Are there any areas you would change?
 Would you change the business idea based on the market research?
(D2)
Grading criteria: P5, P6, P7, P8, M4, M5, D1, D2