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STUDENT SEMINAR and ASSIGNMENT PACK
Week 1 - Seminar1(tutor led)
THIS WEEK SEMINAR DISCUSSION:
Course introduction
Technical and practical guidance
SEMINAR PREPARATION FOR NEXT WEEK: Read Case study-1 PI!!A SHOP"and
prepare brief answers to the questions set. Be prepared to discuss your findings at seminar session
net wee!.
ASSINGMENT: n#ne
Week $ - Seminar $ (tutor led " indi#idual participation)
THIS WEEK SEMINAR DISCUSSION: Ca%e %&'d(-1 PI!!A SHOP"
SEMINAR PREPARATION FOR NEXT WEEK: CS $ )Fa**in+ Demand" and prepare brief
answers to the questions set. Be prepared to discuss your findings at seminar session net wee!.
ASSINGMENT: n#ne
Ca%e %&'d(-1 PI!!A SHOP"
$irections% Read the case study and prepare brief answers to the questions set. Be ready to
discuss your findings at the seminar session the net wee! .
PI!!A SHOP
&r. Tom 'ones li#es in his own house and runs a small pia restaurant at the basement floor of the
house. The house location is about fi#e minutes wal!ing distance from the ston *ni#ersity (+,,,
students) in downtown Birmingham. &r. 'ones wife and two daughters &ary (+,) and ate (+/) are
also engaged in the restaurant and it is a typical family business with pretty high turnover.&r. 'ones
has an idea to epand his business by renting another shop and to open a second pia restaurant
nearby. The problem with renting a new shop is that this area had recently been included in the ma0or
&unicipality Reconstruction ro0ect and the prices of all houses and shops around was affected by 11
% monthly inflationwhich almost doubled their rental prices for the last 1, months.
2n the other hand ate has a boy friend and intends to marry him and it is not clear if she would
remain in that business after that. ates boy friend eter (+3) is a tai dri#er and has his own sedan
car and a #an and he 0ointed as an unlimited partnershipin transportation ser#ices for / years. This
business was not so profitable and he quitted. t present eter is registered as unemployed. nowing
ates family and their business well eter proposes to &r. 'ones to 0oin the pia business and to
help them introduce a new ser#ice to the customers - Pi,,a de*ier( %eri.e/
&r. 'ones and his family thought it was a good idea to ha#e eter wor!ing with them and instead of
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opening a second restaurant to try to de#elop the new ser#ice with his help. Before ta!ing a final
decision howe#er &r. 'ones decides to consult a mar!eting company because all of them !now little
about deli#ery ser#ice and how to organie it. 4e #isits a consultant mar!eting company and as!s
them to help him identify his choice about % a0&e e2i%&in+ 3i,,a re%&a'ran& and 40 &e ne5*(
3r#3#%ed 3i,,a de*ier( %eri.e.
The mar!et manager 6&i% i% (#') ta!es the responsibility for &r. 'ones order and after one-wee! you
will present him% 5 list of all en#ironmental factors affecting his business6 5 7nformation needed for
decision ma!ing6 5 8our basic questions to be included in a sur#ey.
Questions:
1/ Based on the 9ocal Business :n#ironment eplain which factors might ha#e eternal and internal
influence on the acti#ities of &r.Tom 'ones.
$/ ;hat type of information he needs to collect in order to ma!e a decision(tutor led " indi#idual participation)
THIS WEEK SEMINAR: C*a%% Di%.'%%i#n #n CS 7 /0as Service Station * 'S Analysis
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SEMINAR PREPARATION FOR NEXT WEEK: CS 1 (second time approach for :T2
nalysis)
ASSINGMENT: CW $ 6%ee in%&r'.&i#n% 4e*#50
$irections% Read the case study and prepare brief answers to the questions set. Be ready to
discuss your findings at the seminar session according to the =ECTURESEMINAR
PROGRAMME.
CASE STUD8 $)A Ga% Seri.e S&a&i#n"
$eborah Jomeis the owner of the ;a#erleyJasDer#ice Dtation which is local on a stretch ofmotorway onM which there are no eits for +K miles6 gi#ing her considerate monopoly powers.Dheis able tocharge prices which are 1 N higher than the nationala#erage for petrol sales. 4owe#erweighed against this6 she has topay higher-than-a#eragewages to attract staff. Dhe is able tooperate the firm on a +F hour a daybasisbut must !eep a daily chec! on sales figures because theturnover is so high.
Dhe buys in her supplies of fuel from a well-!nown multinational oil company. Because herdemand for petrol and accessories is a high6 she is able to negotiate a sie able trade discount.4owe#er6 she finds thatprices tend to fluctuate because of frequent price wars between the giantcompanies.
Because of the importance of the product6 $eborah is not affected by regulations restrictingDunday trading. 4owe#er6 her sumps are regularly chec!ed by the local trading standardsdepartmenentand her cashiers are only allowed to wor! the regulation number of hours in the day.Dhe is also bound by local by-laws to !eep her premises tidy and safe.
Ouestions
1. (a) :plain the following terms found in the case study%
(i)&onopoly powers (ii)Turno#er (iii)&ultinational (i#)Trade discount
(b):plain one ad#antage and one disad#antage of the location.
+. :plain four different groups which might ha#e an eternal influence on the acti#ities of thegarage.
/. *se the :DT nalysis Template below to complete the tas!..
PEST Ana*(%i% Tem3*a&e
Dituation being analysed% PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
:DT analysis (political6 economical6 social6 technological) assesses a mar!et6 including competitors6
from the standpoint of a particular proposition or a business.
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.ri&eria e2am3*e%
ecologicalEen#iron
mental current
legislation
future legislationinternational
legislation
regulatory bodies
and processes
go#ernment
policies
go#ernment term
and change
trading policies
funding6 grants and
initiati#eshome mar!et
pressure- groups
international
pressure- groups
wars and conflicts
P#*i&i.a* e.#n#mi.a* criteria examples
home economy
economy trends
o#erseas economies
general taation
taation specific to
productEser#ices
seasonality issues
mar!etEtrade cycles
specific industry
factors
mar!et routes
trends
distribution trends
customerEend-user
dri#ersinterestE echange
rates
international trade
and monetary
issues
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criteria examples
lifestyle trends
demographics
consumer attitudes
and opinions
media #iews
law changes
affecting social
factors
brand6 company6
technology image
consumer buying
patterns
fashion and role
models
ma0or e#ents andinfluences
buying access and
trends
ethnicEreligious
factors
ad#ertising and
publicity
ethical issues
%#.ia* &e.n#*#+i.a* criteria examples
competing
technology
de#elopment
research funding
associatedEdepende
nt technologies
replacement
technologyEsolution
s
maturity of
technology
manufacturing
maturity and
capacity
information andcommunications
consumer buying
mechanismsEtechno
logy
technology
legislation
inno#ation
potential
technology access6
licencing6 patents
intellectualproperty issues
global
communications
D;2T analysis eplanation and templates are at
www.businessballs.comEswotanalysisfreetemplate.htm
Q Businessballs +,,?. free $8 #ersion of this tool and information about :DT analysis methods
are a#ailable at www.businessballs.comEpestanalysisfreetemplate.htm free resource from
www.businessballs.com ot to be sold or published.
ASSINGMENT: CW $ Pre3are a PEST Ana*(%i% #r BG .#m3anie%
CW $? #r a** %eminar +r#'3%
Pre3are a PESTE= Ana*(%i% #r &e .#m3anie% *i%&ed 4e**#5:
Billa BJ (retailer) Deminar group 1
&obiltel BJ (telecommunication) Deminar group +
9u!oil BJ (oil) Deminar group /
&etro Cash Carry (wholesaler) Deminar group F
:L BJ (utility company) Deminar group
http://www.businessballs.com/swotanalysisfreetemplate.htmhttp://www.businessballs.com/pestanalysisfreetemplate.htmhttp://www.businessballs.com/http://www.businessballs.com/swotanalysisfreetemplate.htmhttp://www.businessballs.com/pestanalysisfreetemplate.htmhttp://www.businessballs.com/ -
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9idl BJ (retailer) Deminar group 3
2&L BJ (oil) Deminar group K
Cosmo Bulgaria &obile (telecomunication) Deminar group @
Conduct 7nternet research on each company
ll of them are globalEinternational companies6 but your analysis could be limited to their
acti#ities and en#ironmental factors in Bulgaria.
F#rma&% :ach seminar group uses the :DT:9 analysis Templates (see sample below) and list allrele#ant information in the columns. ot longer than a page. $onGt write essay or tetual descriptionof the factors themsel#es.
S'4mi%%i#n% 4ard copy (a page) " C$ in a #inyl poc!et.
=a4e*% C; I " studentGs name and group
D'e Da&e% see *nit 4andboo!
PESTE= Ana*(%i% Tem3*a&e Sam3*e #r CW $ (hard copy)
T#3i.:=:DT:9 nalysis on HHHHHHHHHHHHHHHH.>
DtudentGs name (all group members) HHHHHHHHHHHHHHH.
group HH date HHHH.. HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH.HHHHHHHHHHHHHHHH.
PEST=E Ana*(%i%
a.r%
8#'r n#&e% P#&en&ia*
Im3a.&:
Im3*i.a&i#n and im3#r&an.e
The list below is 0ust to
get you started.
Remember to put these
6 and others that you
add in the contet of
your organisation or
business.etc.
A4#'& (#'r
#r+ani%a&i#n/
4ow might the
factors listed on
the left impact
your business or
part of theorganisation - 8eedbac!
SEMINAR PREPARATION FOR NEXT WEEK% Read CD- =$escription of the generalen#ironment of Coca-Cola. :trapolate it for Dmart hones or other goodEs or ser#ices. Complete the
DT: Template.
ASSINGMENT: n#ne
Week - Seminar (tutor led " indi#idual presentation)
THIS WEEK SEMINAR: CS @ -General en#ironment of Coca-Cola. :trapolate it for Dmarthones> or other goodEs and ser#icesSEMINAR PREPARATION FOR NEXT WEEK% Re#ision for the in-class test (all lectures and
topics so far)
ASSINGMENT: n#ne
Ca%e S&'d( @/ $escription of the general en#ironment of Coca-Cola.
:trapolate it for Dmart hones.
2oo at 3hibit 4-5 /6escription of the eneral environment of $oca-$ola.(&itt 7. !lac 8. 9
'orter 2. (:;;
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business en#ironment of the 7T sector and this particular product. 9ist your suggestions in a table
format below.
6escription of the eneral environment of $oca-$ola
S#.i#.'*&'ra* Dem#+ra3i.%
Baby boomers drin! less soft drin!s as they age. *.D. population growth is slowing and much of the growth comes from
immigrants who generally drin! less soft drin!s
a*'e%
Dociety is increasingly concerned about pollution and recycling.
7ncreasing focus on health and the negati#e aspects of caffein6 carbonation6
and suggar.
Technological ew =canning> technology ma!es6 using recycled aluminium easier and
cheaper.
7nternet opens up a new means of running promotion contests and acti#ities.:conomic Dlow economy reduces per-person consumption primary due to fewer social
occations (parties) at which soft drin!s might be ser#ed.
earing end of economic downturn and prospect of economy reco#ery.
Dtic!er liability for illness caused by be#erage consumpion.
oliticalEJlobal Jradual increase in acceptance of carbonated soft drin!s in other countries6
such as 7ndia and China.
;idely a#ailable elecrticity and increasing ability to afford refrigerators in
emerging countries ana economies.
Week - In-.*a%% Te%& 6indiid'a*0:
In-.*a%% Te%& 6indiid'a*0: F min. written closed boo! test containing + parts% a) &ultiplechoice questions 6 b) D;2T template for a topic
SEMINAR PREPARATION FOR NEXT WEEK% repare for group presentation on C; + =PEST Ana*(%i% #r BG .#m3anie%"
ASSINGMENT: n#ne
Week ? WORKSHOP $(tutor led " group presentation)
THIS WEEK SEMINAR:
7n-class test S 8eedbbac!
ll seninar groups presentation on C; + /:DT nalysis for BJ companies>
SEMINAR PREPARATION FOR NEXT WEEK% ll students re#iew orterGs 8i#e 8orces and
to prepare an eample how do they affect any industry in BJ (its your choice).
Week 1 - Seminar (tutor led " indi#idual)
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THIS WEEK SEMINAR: Class discussion on Topic=Re#iew orterGs 8i#e 8orces and to prepare
an eample how do they affect any industry in BJ (its your choice).
SEMINAR PREPARATION FOR NEXT WEEK% Re#ersed D;2T nalysis on *D Companies
Ca%e S&'d( % =Re#erse D;2T :ercise on *.D. Companies>
F#rma&% 9ist the factors in a Business D;2T nalysis Template (see sample below). D#n
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1K. China &obile D;2T
1@. Crayola D;2T
1?. Jeneral &otors D;2T
+,. 4ewlett ac!ard D;2T
+1. 4ome $epot D;2T
++. roger D;2T
+/.estlY D;2T
+F. epsiCo D;2T
+. Dandals D;2T
+3. Time ;arner D;2T
+K. Tro0an D;2T
+@. ;hole 8oods D;2T
+?. 7ndian remier 9eague D;2T
/,. Dmith and ;esson D;2T
Dummarie your findings in s SWOT Ana*(%i% Tem3*a&e
SWOT Ana*(%i% Tem3*a&e
Dtate what you are assessing here
HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
C; I HHH.studentGs name HHHHHHHHHHHHHHH.H. Jroup HH.
(This particular eample is for a new business opportunity. &any criteria can apply to more than one
quadrant. 7dentify criteria appropriate to your own D;2T situation.)
.ri&eria e2am3*e%
d#antages of
proposition before you get sure
that something could be useful for you
remember that opportunities sometime
can surprise you but youGd better loo! for
them
M( Trea&%:
be challenged by a stronger person and
spoil own image.
be o#erwor!ed and loose creati#ity
get heath problems and be out of shape
get unemployed because of mass lay out.
ma!e wrong forecasting
get into financial troubles and ris!y
#entures when business declines.
donGt 0ump in muddy waters without aplan \BG