Assessment Brief
Centre Name: Waterford College of Further Education Centre Number 72240C
Component Title & Code Marketing Practice 5N1400
Teacher Name:
Learner Group: Business Studies Level 5 (BS1A)
Assessment Technique: Assignment
Title of this Assessment Activity: Assignment No.1: Market Research & S.W.O.T
Assessment Weighting: 30%
Learning Outcome Numbers Assessed: 5,10,11,14
Issue date October 10, 2023
Submission date November 14, 2023
Assessment Criteria/ Marking Scheme Maximum
Mark
A S.W.O.T analysis 5
Evidence of applying appropriate research methods used in carrying out Market 5
research (steps 1-4)
Evidence of appropriately structured & formatted market survey e.g. questionnaire 10
(steps 5&6)
Appropriate conclusions, recommendations & findings (steps 7 & 8) 5
Information structured, interpreted & applied accurately 5
TOTAL 30
Learner’s Authorship Statement (on submission):
I confirm that I have submitted work in line with the guidelines in this brief and that this is my own
original work.
1
,Learners Signature: ___________ Date: _13.11.2023_
Assessment Activity Description and Instructions to Learner:
Case study
Current situation: You work as a part-time employee in ‘Dream Bean Coffee Shop’ which is
located on the quay in Waterford. The coffee shop is open almost 15 years in this location
and has established a loyal customer base with a steady profit margin over the years. The
Café is run and owned by Siobhan who has almost twenty years of experience in the
hospitality trade. Three other staff members are employed on a part-time basis.
Dream Bean Coffee Shop serve a wide range of gourmet teas and Coffees. A local baker
supplies home-made confectionary, sandwiches, and wraps all of which were very popular
among the clientele. The business is feeling the pressure from reduced profits in the last few
months and rising costs such as heat and light.
New Ideas: Siobhan is aware that because of the adverse effects of the global economy
including the soaring energy costs on her business she will have to re-evaluate the marketing
strategy if Dream Bean Coffee Shop is to survive into the future. She has brought the staff
together to brainstorm different ideas that will help to support the business going forward.
As a part-time member of staff who is studying marketing in college you have been invited to
head up this initiative. You will be researching different initiatives as well as different novel
ideas for the business to grow and develop in these unprecedented times.
As part of this process, you will undertake the following tasks:
Task 1: Conduct a S.W.O.T analysis to monitor this business’s current micro and macro-
environment.
Task 2: Carry out Market research to help with the decision in relation to the new ideas.
Guidelines
Your assignment should be typed and submitted via the college Moodle on the submission date. No work will be
accepted after that date unless accompanied with a medical certificate.
It should be typed using 10/12 font You will receive 0% if there is any evidence of malpractice.
Marks will be awarded for presentation, including table of contents, grammar, spelling & bibliography. The
research in task 2 should include all eight steps of the MR process. Your questionnaire (step 5) should include at
least 15 questions and should be distributed to at least 10 people.
Step 7 – The findings/results to every question should be presented & analysed e.g. Question 1 shows that …….
2
, A graph to illustrate your findings is a very useful tool here but don’t forget to comment on each question.
A blank questionnaire should be included as an appendix at the end of your assignment and several completed
copies should also be included.
Feedback Section: Module teacher should tick which option they are using –Option A or Option B
Option A:
I confirm that I received feedback in relation to my assignment
Learner’s Initials: ________________Teacher’s Initials: ______________ Date: __________________
-------------------------------------------------------------------------------------------------------------------------------------------------
Option B:
Learner signs separate Class feedback form/ module teacher includes this in teacher
3
, Table of contents
Introduction……………………………………………………………………………….5
SWOT analysis…………………………………………………………………..……5 – 9
Aim of research……………………………………………………………….…………..9
Method of Research……………………………………………………………….….10 - 12
Type of information needed……………………………………….……………………..12
Target sample…………………………………………………………………………….13
Questionnaire Design................................................................................................ 13 – 16
Options for distribution of questionnaires……………………………..……………16 – 18
Analysis of results…………………………………………………………………...18 – 27
Conclusions and Recommendations…………………………………………………27 – 28
Bibliography………………………………………………………………………….29 – 30
Appendices……………………………………………………………………………31 - 36
4
Centre Name: Waterford College of Further Education Centre Number 72240C
Component Title & Code Marketing Practice 5N1400
Teacher Name:
Learner Group: Business Studies Level 5 (BS1A)
Assessment Technique: Assignment
Title of this Assessment Activity: Assignment No.1: Market Research & S.W.O.T
Assessment Weighting: 30%
Learning Outcome Numbers Assessed: 5,10,11,14
Issue date October 10, 2023
Submission date November 14, 2023
Assessment Criteria/ Marking Scheme Maximum
Mark
A S.W.O.T analysis 5
Evidence of applying appropriate research methods used in carrying out Market 5
research (steps 1-4)
Evidence of appropriately structured & formatted market survey e.g. questionnaire 10
(steps 5&6)
Appropriate conclusions, recommendations & findings (steps 7 & 8) 5
Information structured, interpreted & applied accurately 5
TOTAL 30
Learner’s Authorship Statement (on submission):
I confirm that I have submitted work in line with the guidelines in this brief and that this is my own
original work.
1
,Learners Signature: ___________ Date: _13.11.2023_
Assessment Activity Description and Instructions to Learner:
Case study
Current situation: You work as a part-time employee in ‘Dream Bean Coffee Shop’ which is
located on the quay in Waterford. The coffee shop is open almost 15 years in this location
and has established a loyal customer base with a steady profit margin over the years. The
Café is run and owned by Siobhan who has almost twenty years of experience in the
hospitality trade. Three other staff members are employed on a part-time basis.
Dream Bean Coffee Shop serve a wide range of gourmet teas and Coffees. A local baker
supplies home-made confectionary, sandwiches, and wraps all of which were very popular
among the clientele. The business is feeling the pressure from reduced profits in the last few
months and rising costs such as heat and light.
New Ideas: Siobhan is aware that because of the adverse effects of the global economy
including the soaring energy costs on her business she will have to re-evaluate the marketing
strategy if Dream Bean Coffee Shop is to survive into the future. She has brought the staff
together to brainstorm different ideas that will help to support the business going forward.
As a part-time member of staff who is studying marketing in college you have been invited to
head up this initiative. You will be researching different initiatives as well as different novel
ideas for the business to grow and develop in these unprecedented times.
As part of this process, you will undertake the following tasks:
Task 1: Conduct a S.W.O.T analysis to monitor this business’s current micro and macro-
environment.
Task 2: Carry out Market research to help with the decision in relation to the new ideas.
Guidelines
Your assignment should be typed and submitted via the college Moodle on the submission date. No work will be
accepted after that date unless accompanied with a medical certificate.
It should be typed using 10/12 font You will receive 0% if there is any evidence of malpractice.
Marks will be awarded for presentation, including table of contents, grammar, spelling & bibliography. The
research in task 2 should include all eight steps of the MR process. Your questionnaire (step 5) should include at
least 15 questions and should be distributed to at least 10 people.
Step 7 – The findings/results to every question should be presented & analysed e.g. Question 1 shows that …….
2
, A graph to illustrate your findings is a very useful tool here but don’t forget to comment on each question.
A blank questionnaire should be included as an appendix at the end of your assignment and several completed
copies should also be included.
Feedback Section: Module teacher should tick which option they are using –Option A or Option B
Option A:
I confirm that I received feedback in relation to my assignment
Learner’s Initials: ________________Teacher’s Initials: ______________ Date: __________________
-------------------------------------------------------------------------------------------------------------------------------------------------
Option B:
Learner signs separate Class feedback form/ module teacher includes this in teacher
3
, Table of contents
Introduction……………………………………………………………………………….5
SWOT analysis…………………………………………………………………..……5 – 9
Aim of research……………………………………………………………….…………..9
Method of Research……………………………………………………………….….10 - 12
Type of information needed……………………………………….……………………..12
Target sample…………………………………………………………………………….13
Questionnaire Design................................................................................................ 13 – 16
Options for distribution of questionnaires……………………………..……………16 – 18
Analysis of results…………………………………………………………………...18 – 27
Conclusions and Recommendations…………………………………………………27 – 28
Bibliography………………………………………………………………………….29 – 30
Appendices……………………………………………………………………………31 - 36
4
