Explain how businesses typically measure the impact of their marketing using at least two contrasting businesses as examples.

Office Lunches

Elizabeth Brentley, a sole trader, started ‘Office Lunches’ in 2015. She noticed a growing trend for office workers having lunch ‘on-the-go’ and therefore decided that to make lunch even quicker, businesses could pre-order food to be made freshly that day and delivered to the offices for employees to enjoy.

When the business first started, sales steadily started to increase, but lately, this has not been the case. Elizabeth wants to ensure that she increases her numbers of loyal customers, with the hope that these customers recommend the business to other offices, thereby resulting in a much larger output of orders on a daily basis in order for the business to succeed.

She currently employs four members of staff who undertake a variety of different roles, which include purchasing the stock, making up the orders and delivering them to offices. Staff are either full-time or part-time employees.

Elizabeth has recognised that it is a very competitive market and would like some direct information, advice and input from you, as she is aware that you have been studying marketing and market research as part of your Cambridge Technical in Business course. Elizabeth has set out three tasks for you to complete.

Learning Outcome 1: Understand the role of marketing in businesses and Learning Outcome 2: Know the constraints on marketing, is assessed in this task.

Your task is to design and produce an individual presentation. The presentation must:

Explain the role of the marketing function in business (P1)

Describe how carrying out market analysis can benefit a business like Office Lunches(P2)

Describe the constraints on marketing for a business like Office Lunches (P4)

Explain how businesses typically measure the impact of their marketing using at least two contrasting businesses as examples.(P3)

Your presentation could also include:

An analysis of the impact of Tesco “Food Love Stories Marketing Campaign”. (M1)

This campaign should enable the owner of Office Lunches to see marketing theories working in a real life situation, hopefully understanding how Office Lunches could develop its marketing in the future.

The presentation will be presented to Elizabeth Brentley who is keen to improve the current marketing activities of the business.

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