Unit 1 A

• Marketing
• MBO
• Studiejaar 1

Unit 1 

Learning aim A:

Explore the features of different business organisations and what makes them successful.

A1: Features of business organisations

• Ownership and liability

1. private: e.g. sole trader, parnership, private limited company, public limited company, cooperative, limited liability and unlimited liability
2. public: e.g. government department
3. not-for-profit; e.g. charitable trust, voluntary

A1: Features of business organisations

• Purposes

1. sectors; primary, secundary, tertiary or quarternary

• Scope of business 
• Size
• Reasons for succes

A2: Stakeholders and their influence

• Stakeholders

1. internal
2. external

• Influence of stakeholders e.g. shareholder value
• Methods of communicating with stakeholders

Unit 1

Learning aim B:

Investigate how businesses are organised

B1: Structure and organisation

• Organisational structure, e.g. hierarchical flat, matrix, holacratic
• Functional/operational areas, e.g. human resources, research and development, sales, marketing, finance, IT etc.

B2: Aims and objectives

• Aims of business, mission, vision and values

1. private: e.g. making profits, profit maximization, break-even, survival, growth or market leadership.
2. public: e.g. service provision, cost control, value for money, service quality.
3. not-for-profit: e.g. education, housing, alleviating poverty, heathcare

• SMART  objectives (Specific, Measurable, Achievable, Relevant, Time-bound)

Unit 1 

Learning aim C:

Examine the environment in which business organisations operate.

C1: External environment

• Political
• Economic
• Social attitudes to saving, spending and debt
• Technological change
• Environmental factors and ethical trends
• Legal environment

C2: Internal environment

• Corporate culture
• Corporate social responsibility (CSR)

C3: Competitive environment

• Competition
• Factors influencing competitive advantage
• Benefits and importance of an competitive advantage

C4: Benefits and risks associated with innovation

• Benefits: e.g. improvements to products, processes etc, business growth, offering  USP's, smarter working
• Risks: failing to meet operational and commercial requirements, cultural problems, insufficient support from leadership

C5: Situational analysis

• Assessment of the business environment using various techniques , e.g. PESTLE analysis (Political, Economic, Social, Technological, Legal, Environmental)
• Impact on pricing and output decisions in different marketing structures
• Responses by business to pricing and output pecisions of competitors in different marketing structures