Understand the basics of marketing and promotion and discuss the production and distribution process.

Assignment Brief

Module Title: Introduction to Business

1. Explain the different types of business structures and the benefits of each.
2. Define the role that human beings play in the business environment.
3. Understand the basics of marketing and promotion and discuss the production and distribution process.
4. Intellectual, practical, affective and transferrable skills Apply the 4Ps of marketing to any business situation

ASSIGNMENT TASK QUESTION

You are to write a Business Plan that applies general management ideas to a specific business. You are drafting min 2000 word Business Plan that outlines your new business venture. Select ONE type of business you will be starting from the following list (it is recommended that you choose one that is related to your intended course of study):

• Organise British Fashion week at the O2 arena, London
• An Ice cream bar in Kensington
• A training centre for the unemployed
• A legal agency business providing legal assistance to other businesses
• A financial investment businesses giving advice to other businesses
• An agency working with the Housing Association (public services) that provides homes for disadvantaged people

How to structure your Business Plan:

Business Plan: Part 1 [Max 300 words] [20marks]

Outline your new Business Venture [5 marks]

• State the nature of the business and what product or service it provides
• State your USP and explain why your business would have a competitive edge.

Business Type [5 marks]

• Is your business a Partnership or a Company formation? Explain why you have chosen this business model

Research: [10marks]

• Research into the business service you have chosen; identify existing competitors.
• Illustrate using UK and local statistical data; marketing surveys (Eg: ONS; Interbrand) Explain why you think there is a demand or market for your service

Part 1: Assessment Criteria:

• Knowledge and Understanding: Explain the different types of business structures and the benefits of each.
• Ability to conduct valid research Page 3 of 4 Points to Consider:
• You should use information that you have learned in your Introduction to Business classes, along with information from the core textbook and other suggested reading material

Sample Answer

Business Plan – Part 1

Outline of the New Business Venture

The proposed venture is an Ice Cream Bar in Kensington, London, which will specialise in premium, artisan ice cream made from locally sourced, organic ingredients. Alongside traditional flavours, the menu will include vegan and lactose-free alternatives to cater for health-conscious and diverse customer groups. The shop will also serve waffles, milkshakes, and seasonal desserts, making it a year-round destination.

The unique selling point (USP) is the focus on sustainability and inclusivity: all packaging will be biodegradable, ingredients ethically sourced, and flavours tailored to meet dietary needs. Unlike large chains, the shop will provide a personalised customer experience, with rotating seasonal flavours inspired by local culture. This will provide a competitive edge by combining premium quality with ethical responsibility and inclusivity.

Business Type

The venture will be set up as a Private Limited Company (Ltd.). This structure is chosen because it provides limited liability protection, ensuring the owner’s personal assets are separate from the business. It also enhances credibility with suppliers and investors and makes it easier to raise capital in the future compared to a sole proprietorship or partnership.

Research

Kensington is an affluent area with high footfall from both residents and tourists, making it an ideal location. According to ONS data (2023), the UK ice cream market is valued at over £1.4 billion annually, with demand growing particularly for premium and healthier alternatives. Competitors in London include chains such as Ben & Jerry’s and independent brands like Chin Chin Labs, but few combine artisan quality with sustainability and dietary inclusivity.

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