KS5 BTEC Sport - Unit 22 - Investigating Business in Sport Flashcards
Learning Aim A/B/C
Types of Sport and Active Leisure Businesses
Private, Public, Voluntary
Private
Sole trader; partnership; private limited company; public limited company; cooperative
Public
Public corporation; Local Authority
Voluntary Sector
Charitable trust
Scope of business activities
Local; National; International; Multi-National
Size of business
Micro, Small, Medium, Large
Micro
Up to 9 staff
Small
10-49 staff
Medium
50-249 staff
Large
more than 250 staff
Aims and objectives of business
Private sector, Public sector, Voluntary sector
Private sector
Make profit; growth; market leadership
Public sector
Cost control; service quality; meeting government standards
Voluntary sector
Supporting communities
Objectives
SMART - specific, measurable, achievable, relevant, time bound
Programmes to promote participation
Health/fitness programs; Educational; sports; gym; swimming; to enable demand; to serve specific groups
Services
Instruction; therapeutic; customer service
Additional facilities
Refreshments; car parking; changing areas; lockers; creche
Customer groups
Demographic; Purpose
Demographic
Age classification; gender; ethics minority; disability; socio-economic groups
Purpose
Specific sport/activity; weight loss; personal image; health maintenance; training for performance; charitable
Meet the needs of a customer
Staff; Provision; Legal; Requirements
Stakeholders and their influence on Business - Types of stakeholders?
Internal and External
Internal
Managers; Employees; Owners; Shareholders
External
Suppliers; Competitors; Creditors; Customers; Government agencies and departments; Communities; Interested groups; Trade associations; fundraisers
Relevant Laws, Legislation and Safeguarding
Equality and Diversity Legislation; Safeguarding; Data protection; Health and Safety Legislation; Employment Legislation
SWOT analysis
Strengths; Weaknesses; Opportunities; Threats
PESTLE analysis
Political; Economic; Social; Technology; Legal; Environmental
Job Roles & Person Specifications
Executive/Manager/Owner; Superviser; Qualified Sports Leaders/Instructor/coach; Support Staff (administration, cleaning, security, IT); Trainee; Volunteer; Job Descriptions = level of decision making, skills required
7 P’s
Product, Promotion, Process, Place, Price, People, Physical Environment
Product
Product life cycles, unique selling points (USPs) and
product range – the most successful businesses find out what their customers want. There is no point
developing or trying to sell customers something they do not want.
Price
Pricing strategies – a product is only worth what a customer is willing to pay for it. Pricing should be competitive but remember not to price yourself out of the market or sell something at a loss. If you do, you will go out of business very quickly!
Promotion
The ‘promotional mix’ – a marketing term describing various promotion methods such as:
- Advertising,
- Digital promotion
- Social media
- Target market
- Brand image (celebrity endorsements)
- Above the line (mass media methods e.g. TV advertising)
- Below the line (specific, memorable methods focused on groups of customers.
Above the line
- Methods that reach a mass audience
- Non-specific, not targeted at a specific customer group
- This method is good to build the brand, make customers aware of the product or services they are offering/selling
E.g:
- TV adverts - Radio adverts - Magazine and newspaper full page ads
Below the line
- More specific advertising
- Targets particular customer groups
- Excellent method if the product is very niche (specific)
- Doesn’t target the masses!
E.g:
- Leaflets - Outdoor adverts - Product Demo's
