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8/13/2019 Technology Park

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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

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