AS Paper 2 Flashcards
What external factors impact a business
- Competition
- Market conditions
- Consumer income
- Interest Rates
- Demographic changes
- Environmental and ethical factors
What do external factors mostly impact in a business
Costs and Demands
Why is COMPETITION an external factor that impacts a business?
- Competitors may reduce demand
- Increase business costs; spending money on promotion & advertising OR invest in R&D to improve products
Why is MARKET CONDITIONS an external factor that impacts a business?
- If increasing in size; must ensure it competes against other competitors to secure its own share of the increasing market - increases costs. (E.G investing in website and delivery)
Why is CONSUMER INCOME an external factor that impacts a business?
- Consumer incomes decreasing - demand for luxury items (cars and watches) decrease: too expensive
- Businesses may also invest more heavily in promotion and advertising campaigns to try and increase demand: increases business costs
Why is INTEREST RATES an external factor that impacts a business?
- Increase interest rates = increases the cost of business’ borrowing whilst also reducing the amount spent by consumers as they make decisions to save instead of spend
Why is DEMOGRAPHIC CHANGES an external factor that impacts a business?
- Ageing population: Increase in no. of people in higher age brackets = increases demand for items such as holiday packages targeted at senior citizens and cruises
- Net migration continues to increase: demand for cultural shops (e.g Polish food stores) continues to increase = reduce demand for groceries from existing retailer e.g ASDA
Why is ENVIRONMENT AND ETHICAL FACTORS an external factor that impacts a business?
- Consumer awareness of environmental and ethical factors develop, consumers are demanding products that are produced ethically and in an environmentally friendly (increases costs) (decrease demand if businesses fail to address changing needs)
Market share definition
The proportion of a market that a business controls in order to satisfy customer needs
Market share calculation
(Sales of one product / Total market sales of that product) X 100
Market growth definition
When an industry grows in terms of either volume or value
Market growth calculation
(Change in market size / Original market size) X 100
Sales growth definition
When a business increases its sales in terms of volume of value
Sales growth calculation
(Change in sales / Original Sales) X 100
Market Research definiton
Collecting and processing information about the market that a business operates in
What information is collected during Market Research
- Demand
- Competition
- Target Market
Why is DEMAND information collected for Market Research?
- Insights into wants & needs helps a business improve a product, spot market opportunities and stay competitive.
- Insights into overall demand trends can help a business to spot opportunities for growth and potential threats from new products/technology
Why is COMPETITION information collected for Market Research?
- Understand the major threats in the market and prepare the business to deal with these threats
Why is TARGET MARKET information collected for Market Research?
- Insights into customers’ wants & needs and how they are changing over time
Qualitative Research
Opinions & views
Quantitative Research
Numbers and figures
What does market mapping identify and how?
- Gap in the market by looking at what competitors offer
- Mapped against different variables = price vs quality
Methods of Market Research
- Sampling
- Technology
What is Sampling?
When a business selects a sample of the population to save collecting data from everybody in that population
Advantages of sampling
- Reduces costs: choose a cross-section of the population instead of EVERYBODY
Disadvantages of sampling
May not accurately reflect the full target market if the sample is not chosen properly
The use of TECHNOLOGY during Market Research
To analyse Market Research data by completing calculations and creating graphs and charts which can be used by managers and leaders
How to calculate PED
% change in quantity demanded / % change in price
What is the co-efficient
Value / number
What elasticity is penetration pricing likely to have
Elastic
What elasticity is price skimming likely to have
Inelastic
What does PED measure
The responsiveness of demand after a change in price
What does PED actually mean
For every 1% change of price, demand is going to change by the co-efficient value
When co-efficient GREATER than 1, means a product is …
Price Elastic
When co-efficient LESS than 1, means a product is …
Price inelastic
When a product is price elastic it means…
% change in quantity demanded is GREATER THAN the % change in price
When a product is price inelastic it means…
the % change in quantity demanded is less than the % change in price
When the price elasticity is exactly 1, it means…
the % change in quantity demanded = the % change in price
Impact on profit & sales revenue if a product / service is price is PRICE ELASTIC
Decrease in price = Increase in sales revenue
WHEREAS
Increase in price = Decrease in sales revenue
Impact on profit & sales revenue if a product / service is price is PRICE INELASTIC
Decrease in price = Decrease in sales revenue
WHEREAS
Increase in price = Increase in sales revenue
Why is elasticity measured
To forecast and predict the impact of changes in price and income on the quantity of the business’ goods demanded by consumers
How to calculate YED (Income elasticity of demand)
% change in quantity demanded / % change in income
What does YED measure
The responsiveness of quantity demanded to a change in consumer income
Positive co-efficient for YED means…
Increase in income = Increase demand
WHEREAS
Fall in income = decrease demand
Negative co-efficient for YED means…
Increase in income = decrease demand
WHEREAS
Fall in income = increase demand
If YED less than 1 it is
Inelastic
If YED is inelastic it means
% change in income is GREATER than % change in quantity demanded
If YED is greater than 1
Elastic
If YED is elastic it means
% change in income is GREATER than % change in quantity demanded
Why is quality important for a business?
To be profitable and compete with rivals
What determines quality
- Quality of materials used
- Quality of production process
- Style of a product
- Durability, speed and quality of a service
What is the consequence of a product return
A product is wasted and the costs of processing a return may be high
How can a business measure quality
- Customer Feedback (Reviews)
- Custpmer surveys (More detailed survey, asking them about their experience with the good/service