BUSINESS STUDIES REVISION GUIDE

BUSINESS STUDIES
REVISION BOOKLET
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1. Understanding business activity
Chapters covered in this unit:
1.1 Business Activity
1.2 Classification of Businesses
1.3 Enterprise, business growth and size
1.4 Types of business organisation
1.5 Business objectives and stakeholder objectives

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1. Economic Problem
We have unlimited Needs and wants and there are limited resources. This is the basic
Economic Problem.
Limited Resources: Resources available on earth to make goods and services to satisfy our
needs and want are limited. These resources are also known as factor of production. These
can be categorised as
Land
All natural resources provided by nature such as fields, forests, oil, gas, metals and other
mineral resources
Labour
The people who are used produce goods and services.
Capital
Finance, machinery and equipments needed to produce goods and services.
Enterprise
The skill and risk taking ability of the person who brings together all the other factors of
production together to produce goods and services. Usually the owner or founder of a
business.
Business activity combines the factors of production to produce goods and services to satisfy
our needs and wants. So a business activity takes inputs (factors of productions), processes it
and gives an output
Opportunity Cost: Because of Unlimited needs and wants and limited resources we have
make a choice. When we make a choice we have to give up something. This next best
alternative foregone while making a choice is known as Opportunity Cost.
2. Importance of Specialisation
Specialisation results in greater efficiency and productivity. As the workers don’t have to
move between jobs. This leads to lower cost of production.
Time is saved as the workers become for efficient in performing a particular job.
By doing the same job repeatedly, the workers become ‘experts’, they commit less mistakes
and hence leads to less wastage.
Due to specialisation production level increases which make it possible to carry out mass
production.
Specialisation is good for workers too. They master the job and can bargain for better
wages.
However, In specialisation each worker is assigned a particular piece of work and he or she
does that particular task. Repeatedly doing the same job can result in boredom for the
workers. Repetition of work leads to a mundane routine for workers, this kills their
motivation. They might become careless. This will lead to more errors and affect the quality
of production.

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Moreover, a job might be broken into small identifiable tasks, which a different set of
workers might be doing. Now If a worker cannot complete his or her job on time this may
result in a bottleneck for the whole production process.
Workers lose flexibility due to over specialisation on a particular job. If by any reason, that
particular skills becomes obsolete, the worker will become redundant and might end up
losing her job.
The business will have to invest in training their workers in particular skills. This costs
money which adds up to the cost of production.
3. Ways of adding value
There are different ways through which businesses can add value to their products and
services.
Creating a brand: Brands represent quality and sometimes status. Consumers are prepared
to pay more for products which have a strong brand attached to it. Why does a pair of Nike
sell costlier than its counterpart Puma, though the cost of production may not be much
different.
Advertising:Through advertising the business can create a strong brand loyalty among its
customers and in the process charge more for its goods or services.
Providing customised services:Business providing better quality personalised services to
their consumers add more value. Consumers are willing to pay a little extra for customised
services
Providing additional features:A product or service with additional features or functionality
can make the consumers pay extra. This is very often seen in different version of a car model.
Toyota has 12 versions of its Innova model. The basic engine and build is the same, but the
price increase as additional features are added.
By offering convenience: Consumers love convenience. If you get a product or service
without much effort then you might happily pay a premium for it. For example, free home
delivery of your weekly grocery.
Benefits to a business of adding value
There are a number of benefits a business derives through adding value to its products or
services.
First of all, it can charge more to its customers. This leads to more profitability for the
business in the long run.
A business can differentiate itself from its competitors. By adding more value to its goods
or services a business can stand out among its competitors as producer providing superior or
premium quality.
A business can save the cost on advertising and other promotional activities once it has
created a perception of high quality and brand loyalty among its customers. Thus, adding
value helps cost cutting in the long run.

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4. Levels of business activity
There are millions of businesses around us. Business can be categorised in three broad
categories or stages.
Primary Sector
All those businesses which are related with extraction of raw material from Mother Nature
such as mining, fishing, farming, and logging are known as Primary Sector businesses.
Secondary Sector
All businesses which manufacture and process the raw materials which can be used by the
end consumers are known as Secondary Sector businesses. These include building,
construction, compute assembly, shoes factories, textile factories etc.
Tertiary Sector
Whereas all the businesses which provide services and assist both the primary and secondary
sector businesses can be classified as Tertiary sector businesses. These include transportation,
insurance, hospitals, educational institutes, showrooms etc.
5. Types of economic systems | Planned, Market and mixed
Market Economy/Free Market Economy Features
Features
 All the resources in a market economy are privately owned by people and firms.
 Every business will aim to make as much profit as possible i.e. profit is the main motive.
 There is consumer sovereignty.
 Firms will only produce those goods which consumers want and are willing to pay for.
 Price is determined through the price mechanism
Advantages
 Market economies responds quickly to people’s wants
 Factors of production which are profitable will only be employed.
 There is wide variety of goods and services in the market.
 New and better methods of production are encouraged thus leading to lower cost of goods
and services.
Disadvantages
 Public goods may not be provided for in Market economy, thus the government will have to
interfere to provide these types of goods.
 Market economies encourage consumption of harmful goods
 Prices are determined by the demand and supply of goods.

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 Social cost may not be considered while producing goods and services.It may lead to
unemployment because machines will be more productive than men.
Planned Economy/ Command Economy
Features
 Government decides how all scarce resources were to be used.
 Government will decide what is to be produced, how much to be produced and how much
should be charged for goods and services.
 The economy only has Public Sector.
Advantages
 There is no competition between firms thus resulting in less wastage.
 Government ensures that everybody is employed.
 Less gap between poor and rich
Disadvantages
 No incentives for businesses to produce.
 Production of goods is decided by government thus there is no consumer sovereignty.
 Businesses usually are less efficient because of lack of profit motive.
Mixed economy
Features
Mixed economy is a combination of market economy as well as government planning.
It has both private sector and public sector.Some businesses are owned by private individuals
while some businesses are owned by the government. India, Indonesia is examples of mixed
economies.
Mixed economy attempts to overcome the disadvantages of a market economic system by
using government intervention to control or regulate different markets
6. Characteristics of successful entrepreneurs
Self motivation
They are also often very passionate about their ideas that drive toward these ultimate goals
and are notoriously difficult to steer off the course.
Positive attitude
There might be initial hurdles and failures in ventures. A successful entrepreneur learns from
his mistakes and does not get dismayed by initial failures. He always sees the light at the end
of the tunnel and continues with his journey. Positive attitude also helps in making a strong
team which might be very instrumental in the ultimate success of the venture.

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Risk taker
"nothing ventured, nothing gained". Successful entrepreneurs are risk takers who have all
gotten over one very significant hurdle: they are not afraid of failure.
Excellent leadership qualities
A successful entrepreneur must have excellent leadership qualities. It earns the trust and
respect of his team by demonstrating positive work qualities and confidence. They foster a
positive environment and then proliferates these values through the team.
Innovator
Successful entrepreneur are innovators and usually have an ‘out of the box’ approach to
solving problems. They usually identify gaps in consumer demands or needs which have been
ignored for long. They welcome change and are consistently innovating with the changing
demand patterns.
Dependable
Successful, sustainable business people maintain the highest standards of integrity because, at
the end of the day, if you cannot prove yourself a credible business person and nobody will
do business with you, you are out of business. Therefore, a successful entrepreneur should
have Strong sense of basic ethics and integrity. In short, he should be dependable.
Resourceful
Most new businesses have limited resources such as money, information and time. Successful
entrepreneurs figure out how to get the most out of these resources. They are masters at
stretching a dollar and making a few resources go a long way.
Communicators
A successful entrepreneur must be a good communicator. Excellent inter-personal and
networking skills go a long way in business success.
Achievement oriented
Successful entrepreneurs are achievement oriented. They value accomplishment and the
intrinsic rewards that go along with achieving difficult goals.
7. Business Measurement
In the world around us there are some businesses which are small and some are big. But how
do we categorize these businesses as big or small. We can consider the following factors:
The number of employees: but business which use more machinery and technology i.e.
capital intensive may have few employees but they still might be big. Example Microsoft has
less employees but still it the biggest business on earth.
The amount of capital invested: A business which might not use a lot of investment in
machinery but and involves less investment may still be big. Take the example of software
companies and consultancy firms like McKenzie & Co.

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The sales turnover: A business may be going through a bad phase and may not have huge
sales does it make the business small?
Market capitalisation: markets are very volatile and share prices change every day does it
alter the size of the business every day?
Market share: a business may not be a market leader but still may be huge whereas if the
market is itself very small, a major market share won’t make a business big.
So while deciding the size of business as big or small a combination of factors needs to be
considered.
8. Why the owners of a business may want to expand the business?
Businesses have different objectives. These objectives are certainly influenced by the owner's
vision and goals. Some owners might be content with the small size of their business,
whereas there will be business owners who may want to expand the business. Let us explore
the reasons:
Possibility of higher profits: As businesses expand ,sales turnover improves, which means
more profit for the business and more returns for the owners.
More stability: Big businesses are more stable and less vulnerable to market adversities.
Bigger businesses usually operate across markets and even if one market is not performing
well they can rely on other markets to average returns.
Attract the best talent: Bigger businesses usually offer better salaries/perks to their staff.
Better salaries attract the best talent in the industry. This leads to better efficiency for the
business and thus more profits for owners.
Economies of scale: Higher sales results demands higher production levels. As production
increases, it brings in advantages related with economies of scale for the business
9. Why businesses fail
Lack of experience
Many a report on business failures cites poor management as the number one reason for
failure. New business owners frequently lack relevant business and management expertise in
areas such as finance, purchasing, selling, production, and hiring and managing employees.
Insufficient capital (money)
A common fatal mistake for many failed businesses is having insufficient operating funds.
Business owners underestimate how much money is needed and they are forced to close
before they even have had a fair chance to succeed. They also may have an unrealistic
expectation of incoming revenues from sales
Poor location

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Whereas a good business location may enable a struggling business to ultimately survive and
thrive, a bad location could spell disaster to even the best-managed enterprise.
Poor inventory management
Poor inventory management might lead to too much of cash being blocked as stock. Excess
stock also brings in additional cost burden of maintaining it and the risk of getting obsolete or
damaged.
Over-investment in fixed assets
Blocking too much of cash in fixed assets can again pose danger for the business and can
contribute to business failure.
Poor credit arrangement management
Business might take too much of debt and might find it difficult to service them. Poor credit
management, forward planning and cash flow problems might contribute to it.
Personal use of business funds
Owners of small business usually don’t differentiate between business funds and their own
funds. The risk of utilizing business funds for personal use by the owner might lead to cash
shortage for the business.
10. Types of business organisation
What is a Sole trader or Sole Proprietor form of business?
The sole trader is the oldest and most popular type of business. It is a form of business where
there is only one owner who manages and controls the business.
A sole proprietorship, is a type of business entity which legally has no separate existence
from its owner. Hence, the limitations of liability enjoyed by a corporation and limited
liability partnerships do not apply to sole proprietors. All debts of the business are debts of
the owner. It is a "sole" proprietor in the sense that the owner has no partners.
A sole proprietorship essentially means a person does business in his or her own name and
there is only one owner. A sole proprietorship is not a corporation; it does not pay corporate
taxes, but rather the person who organized the business pays personal income taxes on the
profits made, making accounting much simpler. A sole proprietorship need not worry about
double taxation like a corporate entity would have to.
A sole proprietor may do business with a trade name other than his or her legal name. In
some jurisdictions, for example the United States, the sole proprietor is required to register
the trade name or "Doing Business As" with a government agency. This also allows the
proprietor to open a business account with banking institutions.

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Advantages to a Sole Proprietor
 An entrepreneur may opt for the sole proprietorship legal structure because no additional
work must be done to start the business. In most cases, there are no legal formalities to
forming or dissolving a business.
 A sole proprietor is not separate from the individual; what the business makes, so does the
individual. At the same time, all of the individual's non-protected assets (e.g homestead or
qualified retirement accounts) are at risk. There is not necessarily better control or business
administration possible with a sole proprietorship, only increased risks. For example, a single
member corporation or limited company still only has one owner, who can make decisions
quickly without having to consult others, but has the advantage of limited liability.
 Furthermore, in most jurisdictions, a sole proprietorship files simpler tax returns to report its
business activity. Typically a sole proprietorship reports its income and deductions on the
individual's personal tax return. In comparison, an identical small business operating as a
corporation or partnership would be required to prepare and submit a separate tax return.
 A sole proprietorship often has the advantage of the least government regulation.
Disadvantages to a Sole Proprietor
 A business organized as a sole trader will likely have a hard time raising capital since shares
of the business cannot be sold, and there is a smaller sense of legitimacy relative to a business
organized as a corporation or limited liability company.
 It can also sometimes be more difficult to raise bank finance, as sole proprietorships cannot
grant a floating charge which in many jurisdictions is required for bank financing.
 Hiring employees may also be difficult.
 This form of business will have unlimited liability, so that if the business is sued, the
proprietor is personally liable.
 The life span of the business is also uncertain. As soon as the owner decides not to have the
business anymore, or the owner dies, the business ceases to exist.
 In countries without universal health care, such as the United States, a sole proprietor is also
responsible for his or her own health insurance, and may find difficulty finding any if one of
the family members to be covered has a previous health issue.
 Another disadvantage of a sole proprietorship is that as a business becomes successful, the
risks accompanying the business tend to grow. To minimize those risks, a sole proprietor has
the option of forming a corporation. In the United States, a sole proprietor could also form a
limited liability company, or LLC, which would give the protection of limited liability but
would still be treated as a sole proprietorship for income tax purposes.

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What is a Partnership?
A partnership is a type of business entity in which partners (owners) share with each other the
profits or losses of the business undertaking in which all have invested. Partnerships are often
favored over corporations for taxation purposes, as the partnership structure does not
generally incur a tax on profits before it is distributed to the partners (i.e. there is no dividend
tax levied). However, depending on the partnership structure and the jurisdiction in which it
operates, owners of a partnership may be exposed to greater personal liability than they
would as shareholders of a corporation.
Advantages of Partnership
 Easy to set up
 More capital can be brought into the business.
 Partners bring new skills and ideas to a business
 Decision making can be much easier with more brains to think about a problem.
 Partners share responsibilities and duties of the business.
 Division of labour is possible as partners may have different skills.
Disadvantages of Partnership
 There is unlimited liability: All the partners are responsible for the debts of the firm and if the
business goes bankrupt, all the partners will have to clear the debts even if they have to sell of
their personal belongings.
 Disagreement among the partners can lead to problems for the business.
 There is a limit to the capital invested. Because of the fact that maximum 20 members are
allowed, the business may find it difficult to expand after a certain limit.
 There is no continuity of existence. Partnership is dissolved if one of the partners die or
resigns or becomes bankrupt.
Partnership Deed
Before starting a partnership business, all the partners have to draw up a legal document
called a Partnership Deed of Agreement. It usually contains the following information:
There are many parts that should be included in any articles of partnership. These are:
 Names of included parties - includes all names of people participating in this contract
 Commencement of partnership- includes when the partnership should begin. The date of the
contract is assumed as this date, if none is given.
 Duration of partnership - includes how long the partnership should last. It is automatically
assumed that the death of one of the contracting parties breaks the contract, unless otherwise
stated.

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 Business to be done - includes exactly what will be done in this partnership. This section
should be very particular to avoid confusion and loopholes.
 Name of firm - includes the name of the business entity.
 Initial investments - includes how much each partner will invest immediately or by
installments.
 Division of profits and losses - includes what percentages of profits and losses each partner
will receive. If it is not a limited partnership, then there is unlimited liability (each partner is
responsible for all partners' debts, including their own).
 Ending of the business - includes what happens when the business winds down. Usually this
includes three parts: 1) All assets are turned into cash and divided among the members in a
certain proportion; 2) one partner may purchase the others' shares at their value; 3) all
property is divided among the members in their proper proportions.
 Date of writing - includes simply the date that the contract was written.
Limited companies
Also known as Joint stock companies. These are businesses where a number of
owner(shareholder) pool in their resources to do a common business and to share the profits
and losses proportionally.
In a limited company, the debts of the company are separate from those of the shareholders.
As a result, should the company experience financial distress because of normal business
activity, the personal assets of shareholders will not be at risk of being seized by creditors.
Ownership in the limited company can be easily transferred, and many of these companies
have been passed down through generations.
Difference between Limited companies and partnership
 Limited companies can issue shares whereas partnership business cannot.
 Shareholders enjoy limited liability in Limited companies. It means that if the company
experience financial distress because of normal business activity, the personal assets of
shareholders will not be at risk of being seized by creditors. Whereas partnership business
does not have limited liability except for limited partnerships.
 Separate Identity: Limited companies are considered as human beings in the eyes of the
law. They are born and die in the eyes of law. They can sue and get sued on their own name.
 Continuity: There is continuity of existence in limited companies and are their existence is
not affected by the death, bankruptcy or sickness of their owner. This is not the case in
Partnership or sole trader businesses.
There are two main types of Limited companies.
 Public Limited Companies

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 Private Limited Companies
Private limited Companies
These are closely held businesses usually by family, friends and relatives.
Private companies may issue stock and have shareholders. However, their shares do not trade
on public exchanges and are not issued through an initial public offering.
Shareholders may not be able to sell their shares without the agreement of the other
shareholders.
Advantages
 Limited Liability: It means that if the company experience financial distress because of
normal business activity, the personal assets of shareholders will not be at risk of being seized
by creditors.
 Continuity of existence: business not affected by the status of the owner.
 Minimum number of shareholders need to start the business are only2.
 More capital can be raised as the maximum number of shareholders allowed is 50.
 Scope of expansion is higher because easy to raise capital from financial institutions and the
advantage of limited liability.
Disadvantages
 Growth may be limited because maximum shareholders allowed are only 50.
 The shares in a private limited company cannot be sold or transferred to anyone else without
the agreement of other shareholders
Public Limited company
Limited companies which can sell share on the stock exchange are Public Limited companies.
These companies usually write PLC after their names. Minimum value of shares to be issued
(in UK) is £50,000.
Advantages
 There is limited liability for the shareholders.
 The business has separate legal entity. There is continuity even if any of the shareholders die.
 These businesses can raise large capital sum as there is no limit to the number of
shareholders.
 The shares of the business are freely transferable providing more liquidity to its shareholders
.
Disadvantages

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 There are lot of legal formalities required for forming a public limited company. It is costly
and time consuming.
 In order to protect the interest of the ordinary investor there are strict controls and regulations
to comply. These companies have to publish their accounts.
 The original owners may lose control.
 Public Limited companies are huge in size and may face management problems such as slow
decision making and industrial relations problems.
What is Public Sector?
The public sector is a part of the state that deals with the delivery of goods and services by
and for the government, whether national, regional or local/municipal.
Examples of public sector activity range from delivering social security, administering urban
planning and organizing national defenses.
The organization of the public sector (public ownership) can take several forms, including:
 Direct administration funded through taxation; the delivering organization generally has no
specific requirement to meet commercial success criteria, and production decisions are
determined by government.
 Publicly owned corporations (in some contexts, especially manufacturing, "state-owned
enterprises"); which differ from direct administration in that they have greater commercial
freedoms and are expected to operate according to commercial criteria, and production
decisions are not generally taken by government (although goals may be set for them by
government).
What is a Co-operative?
A cooperative is defined as an autonomous association of persons united voluntarily to
meet their common economic, social, and cultural needs and aspirations through a jointly-
owned and democratically-controlled enterprise.
A cooperative may also be defined as a business owned and controlled equally by the people
who use its services or who work at it.
There are different types of co-operatives:
Housing cooperative
A housing cooperative is a legal mechanism for ownership of housing where residents either
own shares reflecting their equity in the co-operative's real estate, or have membership and
occupancy rights in a not-for-profit co-operative and they underwrite their housing through
paying subscriptions or rent.
Building cooperative

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Members of a building cooperative (in Britain known as a self-build housing co-operative)
pool resources to build housing, normally using a high proportion of their own labour. When
the building is finished, each member is the sole owner of a homestead, and the cooperative
may be dissolved.
Retailers' cooperative
A retailers' cooperative (known as a secondary or marketing co-operative in some countries)
is an organization which employs economies of scale on behalf of its members to get
discounts from manufacturers and to pool marketing. It is common for locally-owned grocery
stores, hardware stores and pharmacies. In this case the members of the cooperative are
businesses rather than individuals.
Utility cooperative
A utility cooperative is a public utility that is owned by its customers. It is a type of
consumers' cooperative. In the US, many such cooperatives were formed to provide rural
electrical and telephone service.
Worker cooperative
A worker cooperative or producer cooperative is a cooperative that is owned and
democratically controlled by its "worker-owners". There are no outside owners in a "pure"
workers' cooperative, only the workers own shares of the business, though hybrid forms in
which consumers, community members or capitalist investors also own some shares are not
uncommon. Membership is not compulsory for employees, but generally only employees can
become members. However, in India there is a form of workers' cooperative which insists on
compulsory membership for all employees and compulsory employment for all members.
That is the form of the Indian Coffee Houses. This system was advocated by the Indian
communist leader A. K. Gopalan.
Consumers' cooperative
A consumers' cooperative is a business owned by its customers. Employees can also
generally become members. Members vote on major decisions, and elect the board of
directors from amongst their own number. A well known example in the United States is the
REI (Recreational Equipment Incorporated) co-op, and in Canada: Mountain Equipment Co-
op.
The world's largest consumers' cooperative is the Co-operative Group in the United
Kingdom, which offers a variety of retail and financial services. The UK also has a number of
autonomous consumers' cooperative societies, such as the East of England Co-operative
Society and Midcounties Co-operative.
Migros is the largest supermarket chain in Switzerland and keeps the cooperative society as
its form of organization.
Coop is another Swiss cooperative which operates the second largest supermarket chain in
Switzerland after Migros.

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Agricultural cooperative
Agricultural cooperatives are widespread in rural areas.
In the United States, there are both marketing and supply cooperatives. Agricultural
marketing cooperatives, some of which are government-sponsored, promote and may actually
distribute specific commodities. There are also agricultural supply cooperatives, which
provide inputs into the agricultural process.
In Europe, there are strong agricultural / agribusiness cooperatives, and agricultural
cooperative banks. Most emerging countries are developing agricultural cooperatives.
What is franchising?
The term "franchising" can describe some very different business arrangements. It is
important to understand exactly what you're being offered.
Business format franchise
This is the most common form of franchising. A true business format franchise occurs when
the owner of a business (the franchisor) grants a licence to another person or business (the
franchisee) to use their business idea - often in a specific geographical area.
The franchisee sells the franchisor's product or services, trades under the franchisor's trade
mark or trade name and benefits from the franchisor's help and support.
In return, the franchisee usually pays an initial fee to the franchisor and then a percentage of
the sales revenue.
The franchisee owns the outlet they run. But the franchisor keeps control over how products
are marketed and sold and how their business idea is used.
Well-known businesses that offer franchises of this kind include Prontaprint, Dyno-Rod,
McDonald's and Coffee Republic.
Other types of arrangement
Different types of sales relationships are also sometimes referred to as franchises. For
example:
 Distributorship and dealership - you sell the product but don't usually trade under the
franchise name. You have more freedom over how you run the business.
 Agency - you sell goods or services on behalf of the supplier.
 Licensee - you have a license giving you the right to make and sell the licensor's product.
There are usually no extra restrictions on how you run your business.
Multi-level marketing

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Some businesses offer franchises that are really multi-level marketing. Self-employed
distributors sell goods on a manufacturer's behalf. You get commission on any sales you
make, and also on sales made by other distributors you recruit.
Advantages and disadvantages of franchising
Buying a franchise can be a quick way to set up your own business without starting from
scratch. But there are also a number of drawbacks.
Advantages
 Your business is based on a proven idea. You can check how successful other franchises are
before committing yourself.
 You can use a recognised brand name and trade marks. You benefit from any advertising or
promotion by the owner of the franchise - the "franchisor".
 The franchisor gives you support - usually including training, help setting up the business, a
manual telling you how to run the business and ongoing advice.
 You usually have exclusive rights in your territory. The franchisor won't sell any other
franchises in the same region.
 Financing the business may be easier. Banks are sometimes more likely to lend money to buy
a franchise with a good reputation.
 Risk is reduced and is shared by the franchisor.
 If you have an existing customer base you will not have to invest time looking to set one up.
 Relationships with suppliers have already been established.
Disadvantages
 Costs may be higher than you expect. As well as the initial costs of buying the franchise, you
pay continuing royalties and you may have to agree to buy products from the franchisor.
 The franchise agreement usually includes restrictions on how you run the business. You
might not be able to make changes to suit your local marke.
 The franchisor might go out of business, or change the way they do things.
 Other franchisees could give the brand a bad reputation.
 You may find it difficult to sell your franchise - you can only sell it to someone approved by
the franchisor.
 Reduced risk means you might not generate large profits.
11. Stakeholders and their objectives
Many people are involved in running a business. Some have direct interest while others have
indirect interest in the running of the business. These individuals or groups are known
as stakeholders.

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Stakeholders Who are they Objectives
Owners
They invest capital in the business and get
profits from the business
Profits, growth of the business
Workers
Employees of the business who give in
their time and effort to make a business
successful
Job security, job satisfaction and a
satisfactory level of payment for
their efforts
Managers
Employees of the business who manage a
business. They lead and control the workers
to achieve organisational goals
High salaries,
Job security,
Status and growth of the business
Consumers
These are the people who buy the goods
and services of the business.
Safe and reliable products, value
for money, proper after sales
service
Government
Government manages the economy. The
government charges a tax from the business
and also monitors the working of
businesses in the country
Successful businesses,
employments to be created, more
taxes, follow laws.
The
community
Community is all the people who are
directly or indirectly affected by the actions
of the business.
.
They expect more jobs,
environmental protection, socially
responsible products and actions of
the business

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2. People in business
2.1 Motivating Workers
2.2 Organisation and management
2.3 Recruitment, selection and training of workers
2.4 Internal and external communication

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1. What is Motivation
Motivation is the reason behind a specific behavior particularly human behavior. Reasons for
motivation may vary such as basic needs, an object, goal, state of being or ideal. Motivation
for behaving in a certain way could also be due to morality
Importance of motivation in a business environment
A positive motivation philosophy and practice should improve productivity, quality, and
service. Motivation helps people:
ty of products which improves the business image in the long run
2. Motivation Theories
F.W. Taylor 'Scientific Management'
 People work for personal gain.
 If they are paid more they will work more effectively.
 Break down workers job into simple processes and calculate how much output they should
produce in one day.
 If they achieve the target they will be given more money.
Maslow’s Hierarchy of needs
Human beings has five types of needs
 Physiological needs or basic needs which relates to food, shelter, warmth and sleep
 Security needs or Safety needs i.e. to protect against danger and poverty
 Social needs is having friendship, a sense of belonging
 Esteem needs involves having status and recognition, achievement and independence
 Self-actualisation involves succeeding to your full potential
Herzberg’s motivation-hygiene theory
Frederick Herzberg, contributed to human relations and motivation two theories of
motivation as follows:
 Hygiene Theory

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 Motivation
Herzbergs' first component in his approach to motivation theory involves what are known as
the hygiene factors and includes the work and organizational environment. These hygiene
factors include:
 The organization
 Its policies and its administration
 The kind of supervision (leadership and management, including perceptions) which people
receive while on the job
 Working conditions
 Interpersonal relations
 Salary
 Status
 Job security
These factors do not lead to higher levels of motivation but without them there is
dissatisfaction.
The second component in Herzbergs' motivation theory involves what people actually do on
the job and should be engineered into the jobs employees do in order to develop intrinsic
motivation with the workforce. The motivators are
 Achievement
 Recognition
 Growth / advancement
 Interest in the job
These factors result from internal instincts in employees, yielding motivation rather than
movement.
Both these approaches (hygiene and motivation) must be done simultaneously. Treat people
as best you can so they have a minimum of dissatisfaction. Use people so they get
achievement, recognition for achievement, interest, and responsibility and they can grow and
advance in their work.
Therefore, the hygiene and motivation factors can be listed as follows:
Hygiene
 Company policies and administration
 Supervision
 Working conditions and interpersonal relations
 Salary, status and security
Motivators
 Achievement

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 Recognition for achievement
 Interest in the task
 Responsibility for enlarged task
 Growth and advancement to higher level tasks
3. Financial motivators
Pay
Pay can be given in two ways
Wages
Often paid every week, sometimes in cash or sometimes into a bank account. It is a common
way of remuneration for manual workers those who work in factories and warehouse. It can
be calculated in two ways:
 Piece Rate: this is where the workers are paid depending on the quantity of products made.
The more they make the more they get paid. This system of wages is followed where the
output can be counted.
 Time Rate: This payment by the hour. The longer you work the more you get paid. This
system of wages is followed where the output cannot be measured.
Salaries
Salaries are paid monthly. It is common for office and administrative staff.
Additional methods of financial motivation:
Commission: It is often paid to sales staff. The certain percentage of commission is paid to
sales person who exceed a certain level of sales. It motivates the sales staff to sell more.
Profit Sharing: Employees receive a share of the profits in addition to their basic salary.
Bonus: Extra amount is paid to workers once a year or at intervals during the year as an
appreciation of their hard work.
Performance related pay: Employee pay is linked to their performance in work.
An Appraisal is carried out for the employee and they get paid according to their appraisal.
Share ownership: As a gesture of appreciation for the hard work of the employees a
business might offer stock options to its employees. This motivates them to worker even
harder because they are also the owners of the company.
4. Non-financial Motivators
Fringe benfits
Fringe benefits are accurately named, as they are meant to be additional compensation for
work performed or for services rendered. They are intended to be viewed differently than a
base salary or regular wages, but like money are designed to provide incentive for the worker.
Examples of fringe benefits include:
 Free Children education

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 Discount on firms products
 Health care facilities
 Company vehicle
 Free accommodation
 Expense for clothing and food
 Leave travel allowance
 Pension facilities
Ways of improving job satisfaction
Job rotation
Where workers switch from one job to another. So a worker is doing different jobs on
different times. Usually these jobs are of the same type and do not involve any extra
responsibility or skills. The idea is to give variety to the worker.
Additional reading click here
Job enlargement
It involves increasing the scope of a job or broadening the task assigned to the worker. More
variety in the job carried out by the worker leads to more job satisfaction.
Job enrichment
Where employees are given greater depth to their range of tasks rather than simply a wider
variety of tasks of a similar level. They take part in decision making and problem solving.
They help set targets and accept responsibility for the organisation and the quality of their
own work.
Team working
This is where a group of workers is given responsibility for a particular process, product or
development. The group is free to decide the way the job is done and how to organise the job.
Each worker is involved in decision making and is responsible for the results. This creates a
sense of purpose and commitment to the job at hand thus leading to greater job satisfaction.
5. What is Delegation?
Delegation is the assignment of authority and responsibility to another person (normally from
a manager to a subordinate) to carry out specific activities. However the person who
delegated the work remains accountable for the outcome of the delegated work. Delegation
empowers a subordinate to make decisions.
What makes an effective delegation?
To enable someone else to do the job for you, you must ensure that:
 Objectives must be clearly defined.
 Authority and responsibility of each subordinate must be clearly defined.
 Subordinates show be rewarded suitably as a positive incentive for accepting responsibility.
 Workers should be given adequate training for carrying out the task delegated.

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 Two way communication between the manager and the subordinate.
Benefits for the manager
 can concentrate on more important job and improve their productivity. The manager gets the
opportunity to handle aspects of the job that no one else can do. These activities might
include project planning, monitoring team members, and handling personnel problems as
they arise.
 Delegation ensures that specialist people are doing the job which reduces the chances of
mistakes by the manager.
 Manager can also gauge the efficiency of the subordinates.
Benefits for the subordinates
 It motivates the subordinates as they feel more trusted.
 Through delegation subordinates can be trained to handle responsibilities and future growth.
 Increases team member involvement. Proper delegation encourages team members to
understand and influence the work the department does.
For the organisation
 Quick decisions can be taken as the authority to take decisions lies near the point of action.
 Delegation improves a healthy relationship among the manager and the subordinate and thus
fewer conflicts.

6. Functions of a manager
Functions of the manager
There are basically four management concepts that allow any organization to handle the
tactical, planned and set decisions. The four basic functions of the management are just to
have a controlled plan over the preventive measure.
These Functions can be summarized below:
Planning
Planning is the first tool of the four functions in the management process. The difference
between a successful and unsuccessful manager lies within the planning procedure. Planning
is the logical thinking through goals and making the decision as to what needs to be
accomplished in order to reach the organizations’ objectives. Managers use this process to
plan for the future, like a blueprint to foresee problems, decide on the actions to evade
difficult issues and to beat the competition.
Organising
The second function of the management is getting prepared, getting organized. Management
must organize all its resources well before in hand to put into practice the course of action to
decide that has been planned in the base function. Through this process, management will

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now determine the inside directorial configuration; establish and maintain relationships, and
also assign required resources.
Directing
It involves the implementation of plans by mobilising individuals and group efforst through
motivation, communication, leadership and supervision. Directing may be defined as the
process of activating the efforts of employees towards the achievement of organisational
objectives.
Controlling
It is the process of regulating the ongoing activities of the organisation to ensure that they are
in conformity with the established plans and produce the desired results. Through the
controlling function, management can keep the organisation o its chosen track. It involves:
 Establishing standards of performance
 Measuring current performance
 Comparing actual results with the established standards
 Detecting deviations from the standards
 Taking corrective actions for significant deviations.
What is a Leadership Style?
The motivation level of the workers is very much affected by the Leadership style followed
in an organisation. There are broadly three types of leadership styles.
7. Types of Leadership Styles
Autocratic
In this style the manager believes in taking the decisions on its own without consulting or
communicating with their subordinates. They set the objectives, give instructions to
workers to achieve those objectives and supervise closely to see whether their instructions
are implemented. There is one way communication from the boss to the subordinates only.
These types of managers can be categories as Theory X managers. Motivation level for
workers is usually low as they feel alienated from the decision making process.
Democratic
Democratic managers trust their employees. They take decision based on the
feedback and comments of their subordinates. They believe in delegation and encourage
their subordinates to take decisions. Communication is usually two ways where the
employees can give in their comments and suggestions. Organizations following democratic
style usually have high motivation level among their staff.
Laissez-faire
Managers who believe in Laissez-faire style of management give their employees broad
objectives and give them full liberty to make their decision regarding how the work will be
done. Communication may be a problem as the manager may not be closely monitoring the
progress of the employee. It may be de-motivating sometimes as the workers may lack
direction and guidance from their superiors.
8. What is a Trade Union?

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Trade Union is a group of workers who join together to protect their interests and work for
better wages and working conditions. It is a type of pressure group.
Why do workers join trade unions?
Workers might join a trade union because
 They believe that there is strength in number and they will be listened to when they in a
group.
 To negotiate a better pay, more holidays and less hours of work.
 To pressurise the employer to provide them with a healthier and safer working environment.
 Improved benefits for retrenched workers
 To get the benefits of advice, financial support and welfare activities carried out by Trade
Unions.
 Many workers may also join a trade union because there is a closed shop policy.
Closed Shop
It is where all employees must be a member of the same trade union.
Single Union agreement
It is an agreement between the management and workers, where the management deals with
only one trade union and no other.
Collective bargaining
It means the negotiations between one or more trade unions and one or more employers on
pay and conditions of employment.
Productivity agreement
It is an agreement between the management and workers whereby the management agrees to
increase the benefits for workers in return for an increase in productivity.
9. Recruitment and Selection Process
The recruitment process starts with a vacancy arising.
Job analysis and description
Once a vacancy arises the human resource manager will first identify and record the
responsibilities and tasks which are related to the job. After analysing the responsibilities and
tasks they are noted down which becomes the Job description for the job. It includes:
 A job title
 Department of the business in which the new employee would work
 Details of the tasks to be performed
 Responsibilities involved
 Place in the hierarchical structure
 Methods of assessing the performance
Job Specification
On the basis of Job description, a job specification is made. It is a document which outlines
the requirements, qualifications and qualities, skills and knowledge required for the job. It is
also known as person specification.
Job Advertisement
After completing the person specification (job specification) the vacancy is advertised. It can
be advertised internally (on the company notice board or newsletter) or may be advertised
externally in a newspaper or magazine. The advertisement will usually contain the elements

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of a person specification with additional information like the name and profile of the
company, date and time of interview, address of the company and the contact person etc.
Applications received and shortlisted
Once a job is advertised, there might be hundreds of application received. All of the
applications received might not be suitable for the job. Thus a short listing of the applications
will be done. The applications most near to the job specification will be called for interview
and those who do not qualify the criteria will be rejected.
Interview
The shortlisted candidates will be called for an interview to verify their qualifications,
personal qualities and aptitude for the job. It may involve a face to face discussion between
the interviewer and interviewee. The firm may also conduct skill test, aptitude tests or
personality test if it deems fit so.
Selecting the suitable candidate
The candidate who scores the maximum in the interview will be selected for the job and
given an appointment letter.
10. Training
Objectives of Training
 Improve the efficiency of workforce
 Make workers multi-skilled and flexible
 Introducing a new process or new machinery
 Reduce wastage of material and time
 Adapt to change
Types of Training
Induction Training
It involves introducing a new employee to its work environment. Usually, it includes
 introduction to colleagues,
 explaining the firm’s activities,
 procedures followed in the organisation,
 explaining the organisational structure,
 place of working etc.
On the Job training
A worker gets training by watching a more experienced worker doing the job. It iscommon
for unskilled and semi-skilled jobs. Thus the worker gets trained while he is performing his
regular duties.
Off the job training
This is when a worker goes away from the place of work to attend a special course. The
training can be in the form of a seminar, workshop or a college course. Off the job training is
usually conducted for managerial level employees.

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11. What is Dismissal?
Dismissal means when a worker is told to leave the job because of his behaviour is
unsatisfactory or he has repeatedly failed to carry out his duties.
What is meant by Redundancy?
Redundancy happens when a person is told to leave the job because his skills are of no more
use to the organisation. This may happen due to many reason, for example,
 A merger between two firms results in surplus job.
 A business is losing sales and wants to cut the production level or cost and may lay off
employees
 The product is taken out of production altogether
 Maybe new machinery is introduced and it requires different skills and qualifications to
operate it.
It is also known as retrenchment.
12. Communication
Communication is the transfer of information from the sender to the receiver with the
information being understood by both the sender and the receiver.
Role of Communication
Communication is needed
 To establish and disseminate goals of an organisation
 To develop plans for their achievement
 To organise human and other resources in the most effective and efficient way
 To select, develop and appraise members of the organisation
 To lead, direct and motivate people
 To control performance.
The communication process
Sender of the message: Communication begins with the sender who has a thought or and
idea which is then encoded in a way that can be understood by both the sender and the
receiver.
Transmission of message: The information is transmitted over a channel that links the
sender with the receiver. The message may be oral, written or visual.
Receiver of the message: The receiver has to be ready for the message so that it can be
decoded. Accurate communication can only occur when both the sender and the receiver
attach the same meaning to the message.

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Noise and Feedback: We can never be sure whether or not a message has been effectively
encoded, transmitted, decoded and understood until it is confirmed by feedback.
Types of Communication
Written Communication
It includes letters, memos, reports, notices, faxes and e-mails.
Advantages
 Provides records and references
 Message can be carefully drafted and directed to large audience through mass mailing
 It promotes uniformity in policy and procedures.
Disadvantages
 It may create mountains of papers.
 May be poorly expressed by ineffective writers.
 May provide no immediate feedback.
 It may long time to receive and properly understood.
Oral Communication
Oral communication includes one to one conversations, interviews, appraisal sessions, group
meetings or team briefings.
Advantages
 It allows two way communication and feedback.
 It encourages motivation.
 It is fast and feedback can be received instantly.
 The message can be reinforced with the proper use of body language.
Disadvantages
 Body language of both the sender and receiver may have a negative impact.
 It may be unsuitable for information which is technical in nature.
Visual Communication
Visual communication usually includes diagrams, pictures, charts and pictorial representation
of the message.
Advantages
 Easy to understand and retain the information.
 May be more interesting than simple written communication.
Disadvantages
 It is not always clear and the may be misinterpreted by the receiver.
13. Barriers to Effective Communication
Barriers to effective communication mean the reasons for a breakdown in communication.
These breakdowns may be for arising due to

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Problem with the sender
 The sender may use to technical language or may use ‘jargons’ which are difficult to
understand.
 The sender may speak too quickly which makes it difficult to interpret what he is saying.
 The sender initiates a wrong message.
 The message send by the sender may be too long and due to this the main point to be
emphasized may get lost.
 The sender may have a wrong opinion or perception of the receiver and may not put effort to
put across the message in an effective way.
Problem with the medium
 The message may be lost while transmitting.
 Using an inappropriate medium may result in the less effective communication.
 A longer channel of communication will result in distortion of the message and it may lose its
original meaning.
 There is lots of physical disturbances in channel of communication used.
Problem with the receiver
 The receiver might not be paying attention and thus the message may lose its impact.
 In many cases, the sender might not be trusted by the receiver and may not act in the intended
way.
 The receiver may not have the necessary skills to understand the message.
Problem with the feedback
 The feedback may be missing or distorted.
14. Steps to overcoming barriers to communication
Sender
 Message should be as brief as possible and to the point.
 Main points of the message should be highlighted.
 Language used should be understood by the receiver.
 Avoid using technical jargons.
 Use of appropriate facial expression while delivering verbal messages.
Medium
 Select appropriate channel for communication.
 Medium used should be free from distortions such as telephone failure etc.
 Use the shortest possible channel in order to avoid distortion.
Receiver
 Feedback should be asked from the receiver.
 Trust between the sender and receiver is an important requirement.

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 Receiver should pay attention to the message received.
15. How to select the appropriate media?
There is no ‘best communication method’. The method of communication may be chosen
after considering the following factors:
How much does it costs?
Electronic media cost a lot and may not be afforded by an organization whereas face to face
discussion does not involve any cost.
How fast should be the communication?
Oral communication is always faster than written communication. Moreover, with the advent
of electronic media large message can be transmitted over large geographical areas in the
minimum of time.
How much information is to be transmitted?
Written communication may be more suitable when dealing with loads of information.
What is the importance of feedback?
In organizations where employees’ feedback is an integral part of decision making, Oral
communication may be the most important form of communication.
Do you want a permanent record of information?
Written communication is most suitable form of communication when a permanent record of
the message has to be kept. For example, an employee contract records the terms of
employment.

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3. Marketing
3.1 Marketing, competition and the customer
3.2 Market research
3.3 Marketing mix
3.4 Marketing strategy

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1. Objectives of Marketing
Different businesses may use marketing as a tool for different purposes. We can outline the
objectives as follows
 To increase sales revenue
 To improve and maintain image of the product or the business
 To increase market share
 To target a new market
 To target a new market segment
2. Bases of Segmentation
 Age: Products for kids, teens, old people.
 Income: different income levels of different people
 Lifestyle: types of activities people do to spend their time.
 Region: cold, hot, wet and dry places.
 Gender: male or female.
 Use of the product: Car may be used by a individual for private purpose or may be used by
somebody else as a taxi.
3. Need for Marketing Research
There may be many reasons for carrying out market research.
It may be carried out find out
 the likes and dislikes of the customers,
 appropriate price for the product,
 how many people might buy the product.
 finding the profile of the customers,
 the places they buy
 about competitors and;
 the promotion techniques which might be most effective.
4. Primary research
Also known as field research, it involves collection and collation of original data through
direct contact with potential or existing customers.
Methods of Primary research are:
Questionnaire: a set of questions focusing on finding information. It can be postal, telephonic
or face to face
Interviews: Prepared questions asked by an interviewer and detailed input is collected.
Consumer Panels: Groups of people who are willing to provide their input and feedback on
particular products or services.
Observations: recording, watching or auditing a particular activity or product.
Experiments: for new products to a limited geographical area or limited number of customers
and finding out their feedback.
Types of Information

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Market research collects two types of data:
Quantitative data: finding the quantity or ‘how many’
Qualitative data: finding out the opinions and judgement or reasons for particular action.
5. Secondary research
Secondary research occurs when a project requires a summary or collection of existing data.
As opposed to data collected directly from respondents or "research subjects" for the express
purposes of a project, (often called "empirical" or "primary research"), secondary sources
already exist.
These secondary sources could include previous research reports, newspaper, magazine and
journal content, and government and NGO statistics. Sometimes secondary research is
required in the preliminary stages of research to determine what is known already and what
new data is required, or to inform research design. At other times, it may make be the only
research technique used.
Also known as desk research
Secondary data can be collected from internal and external sources.
Internal sources
Information which is available for inside the business such as
Sales department records, customer records and sales reports
Opinions of distributors and public relations departments
Financial statements and records
External sources
These include:
Newspapers
Government statistics and census reports
Media reports
Market research agencies’ reports
Employers’ association reports
Advantages of secondary research
Secondary data is the most easily accessible data and saves the researcher the trouble of
going through the tiresome process of collecting data personally.
Secondary data is readily available at cheap rates and is usually quite inexpensive.
Collecting secondary data and analysing it saves time and effort.
Secondary data is unobtrusive. It is easily available and the researcher can get it without
much struggle.
Secondary data avoids data collection problems and it provides a basis for comparison.
6. Accuracy of Marketing Research
 The accuracy of marketing research data collected depends on the following factors:
 The size of the sample: the bigger the better.
 Type of sample: Quota sample may be more accurate then random sampling.
 Testing the questionnaire on a small sample and improving it and then going in for an
actual survey will be more accurate rather than going straightaway for data collection.
 Primary Research tends to be more accurate than secondary research because the later
might be carried out by someone else for other purpose. Moreover you can never be
sure of the methods of collecting it.
 Newspaper articles may be biased, Statistics may be outdated.

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7. What is Marketing Mix?
The 'marketing mix' is a set of controllable, tactical marketing tools that work together to
achieve company's objectives
Elements of the marketing mix are often referred to as 'the four Ps':
 Product - A tangible object or an intangible service that is mass produced or
manufactured on a large scale with a specific volume of units. Intangible products are
often service based like the tourism industry & the hotel industry. Typical examples
of a mass produced tangible object are the motor car and the disposable razor. A less
obvious but ubiquitous mass produced service is a computer operating system.
 Price – The price is the amount a customer pays for the product. It is determined by a
number of factors including market share, competition, material costs, product
identity and the customer's perceived value of the product. The business may increase
or decrease the price of product if other stores have the same product.
 Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as
virtual stores on the Internet.
 Promotion – Promotion represents all of the communications that a marketer may use
in the marketplace. Promotion has four distinct elements - advertising, public
relations, word of mouth and point of sale.
8. Product
Product can be goods or service.
Goods are of two types:
Consumer goods: Goods which are consumed by people such as chocolate, washing
machine, television etc.
Producer goods: Goods which are used by producers or manufactures to produce further
goods and services e.g. bottling plant, machinery, trucks etc.
Services are also of two types
Consumer services: e.g. taxi, car repairing, schools etc
Producer Services: e.g. factory insurance, advertising agencies.
Features of a successful product
 Every successful product has the following features:
 It satisfying the needs and wants of the customers.
 Its provides value for money to the consumers.
 Usually distinctive from other ‘me too’ products.
 Stimulates interest of the consumers.
9. Why packaging is done?
 To protect the product while transportation or storage. Usually for fragile products
packaging is very important. Think about transporting a 52 inch LCD television from
Japan to US.tropicana-packaging
 To promote the product, distinguish it among other products through vibrant colours,
fonts or material of packaging. On a departmental store self an attractive packing will
play a vital role in attracting the attention of the customers.
 To inform the customers about the contents, ingredients, weight, size of the product.
Many government make is mandatory to print this information on the packing of the
products

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10. Why have a brand?
The objectives that a good brand will achieve include:
 Delivers the message clearly
 Confirms your credibility
 Connects your target prospects emotionally
 Motivates the buyer
 Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and
prospects. You do this by integrating your brand strategies through your company at every
point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the
sum total of their experiences and perceptions, some of which you can influence, and some
that you cannot.
A strong brand is invaluable as the battle for customers intensifies day by day. It's important
to spend time investing in researching, defining, and building your brand. After all your
brand is the source of a promise to your consumer. It's a foundational piece in your marketing
communication and one you do not want to be without.
11. Process of Product Development
A Product goes through a series of steps before it reaches the market:
It all starts with an idea. The idea needs to be further researched to see the feasibility of
production. After this a market research might be conducted to find out potential demand. If
the marketing department sees a potential market, a prototype is developed which is then
tested in a limited market. Feedback is taken and if necessary changes are made to the
product to suit it to the market. Once the product is finalised the product is launched onto the
main market.
12. Product Life Cycle
A Product life cycle shows the different stages through which a product goes from
development to decline.
Product life cycle graph
Introduction Stage
 Product launched into the market.
 Sales grow slowly.
 Informative advertising is done.
 Firm might not earn a profit at this stage.
 Price skimming may be used if the product is new invention and has no competitors.
 Competitive pricing may be used if it already has lot of competitors.
Growth Stage
 Sales grow rapidly.
 Persuasive advertising may be used.
 Prices may be reduced if faced by stiff competition.
 Firm starts earning profits.
Maturity Stage
 Sales increase slowly and reach the highest sales figures.

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 Competition is at the maximum level as many new ‘me too’ products may be in the
market.
 Promotional pricing might be a good option.
 Profits are at the highest level as the firm is also getting economies of scale.
 Repetitive advertising is done to remind the consumers.
 Saturation Stage
 Sales are stagnant.
 Maximum competition but no new competitors and the market is already crowded
with the same types of products.
 Promotional pricing or competitive pricing may be a good choice.
 Advertising efforts at its highest point.
Decline Stage
 Sales start to decline.
 Profits start to come down.
 Marketing research it done to find out whether this decline is permanent or temporary.
If the decline is permanent in nature then stop the production of the product,
otherwise implement extension strategies.
 Advertising is reduced.
Extension stage
 Introduce new variations of the original product
 Try to sell the product in different markets.
 Make small changes in the colour, design or packaging
 Start a new advertising campaign.
 Add more retail outlets to boost sales.
13. Price
Price of any product is influence by its demand and supply.
Law of demand: if Price rises demand falls because people will not be able to buy the same
quantity of product with the same money they have.
Law of supply: price rises supply rises because more and more suppliers will be willing to
sell the product as there is more profit.
Price of the product in the market is determined at the price level where the demand equals
the supply.
14. Pricing Strategies
Cost Plus Pricing
 It involves estimating how many of the product will be produced, then calculating the
total cost of producing this output and finally adding a percentage mark-up for profit.
 (Total Cost/Output)* % mark-up=Selling price
Penetration Pricing
 Involves setting the price lower than the competitors’ prices. This strategy is usually
followed where there is a lot of competition and the product launched may not be
unique.
Price Skimming
 This is where the product is launched at a premium price. It is common with products
which are a new invention and people are willing to pay a premium price because of

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the novelty factors. It is quite common with Mobile phones and other technological
products.
Competitive Pricing
 It involves setting the prices in line with the competitors’ price or just below their
prices.
Promotional Pricing
 It involves reducing the price of product for a limited period of time. Summer sales
are an example of Promotional pricing.
15. Marketing Mix-Place
Channels of distribution
There a four ways through which a product reaches the customers. These are also known as
Channel of distribution.
Channel 1
Direct marketing from producer to consumers
Usually common for industrial products, it has become very popular in the consumer market
with the improvement in communication technology. It is usually employed by specialist
mail-order manufacturers and factory outlets.
Channel 2
Manufacturer –retailer-consumer
The rise of large supermarkets chain has reduced the importance of the independent
wholesaler. These retail chains buy in bulk and thus deal directly with the manufactures and
undertake their own wholesale functions. E.g. Carrefour, Wal-Mart and Tesco.
Channel 3
Manufacturer-wholesaler-retailer-consumer
This is the traditional channel in consumer goods market. Small retailers depend on
wholesalers for supplies and manufacturers are also keen to avail themselves the services of
wholesalers. The wholesaler buys in bulk from the producer and distributes to small retailers
in according to their needs.
Channel 4
Manufacturer-Agent-Wholesaler-Retailer-consumer
This channel is common when manufacturers want to sell their products in a foreign market.
Because of the unfamiliarity to the foreign market the manufacturer takes the help of an agent
who assists in the movement of goods through the network of wholesalers and retailers.
16. Selecting the Channel of distribution
Nature of the product: Industrial products are usually sold through a direct channel as
compared to consumer products which are distributed through wider distribution channel.
Life of the product: a product with a longer shelf life may use longer channel of distribution
whereas products which are perishable are sold directly by the producer. Fruits and bakery
products will use a short channel of distribution.
Technicality of the product: Products which need a high level of technical assistance usually
are directly sold by the producers. For example, aeroplanes are sold directly by the company
without having a network of retailers.

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Price of the product: Expensive products are sold through a limited number of outlets to
emphasise its exclusiveness and high quality.
Geographical distribution of customers: Products sold to geographically scattered customers
use a network of wholesalers and retailers. They might also use Agents if the product is sold
in different countries.
Frequency of purchase: Products which are purchased quite often sold through a network of
wholesalers and retailers to make it available to everybody. Soaps and shampoos are
purchased more often
17. Wholesaler
A person or a firm, who buys in bulk from the manufacture, breaks it into smaller quantities
and supplies it to small retailers.
Role of Wholesaler
Buys in bulk from the producer and breaks into small quantities to retailers.
Provide storage facilities, thus reducing the need for both manufacturer and retailer to hold
such large stocks.
Wholesalers carry out marketing efforts at their level.
Provide credit facilities to small retailers.
Sometimes deliver the goods to the small business outlets.
Wholesalers usually do some amount of promotion at their level thus helping manufacturers
in their marketing efforts.
18. Promotion
In today’s business environment where communicating with the customer is everything,
Promotion holds a very important place in the Marketing mix. With so much of competition
and ‘me too’ products a successful business is one which can communicate effectively with it
customers and convince them to buy its products. Promotion is usually thought as advertsing
but Promotion is much more than advertising. It involves above the line and below the line
activities to communicate with their potential and existing customers and improve sales.
Above the line
Activities include advertising
Advertising means communicating with the customers through a paid media.
Advertising is of two types:

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Informative advertising is when the message communicated includes information about size,
quantity, ingredients, composition, configuration or content of the product. The idea is to
influence people to buy products buy showing the superiority of the product in terms of
quantity or quality. This type of advertising is usually common with technological products
such as mobile phones or computers.
Persuasive advertising is when the message communicated focuses on persuading the
customers to buy the product through celebrity endorsements, or use of glamour.
Usually advertisements have an element of both informative and persuasive advertising.
Mediums of advertising
Television
Radio
Newspaper and magazines
Posters/billboards
Leaflets/direct mail
Below the line
activities include all other promotional activities except advertising i.e.
Sales promotion
It includes activities like
price reduction,
giving out free gifts with every purchase,
organising competitions,
point of sale display,
demonstrations,
after-sales service,
giving out free samples
Sponsorships
It includes sponsoring sports events or cultural shows or fashion shows
Public relations
Organizing press conferences in giving out information about new products or carrying out
some social service activity.
Personal selling

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where a representative from the company influences the customers to buy the product. It is
common for products which are expensive or custom designed. Sales person at a car
showroom is a typical example of personal selling.
19. Different Medium of Advertising
Given below are common medium of advertising used by business.
Newspapers
Newspapers are one of the traditional mediums used by businesses, both big and small alike,
to advertise their businesses.
Advantages
Allows you to reach a huge number of people in a given geographic area
You have the flexibility in deciding the ad size and placement within the newspaper
Your ad can be as large as necessary to communicate as much of a story as you care to tell
Exposure to your ad is not limited; readers can go back to your message again and again if so
desired.
Free help in creating and producing ad copy is usually available
Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to
run today can be in your customers' hands in one to two days.
Disadvantages
Ad space can be expensive
Your ad has to compete against the clutter of other advertisers, including the giants ads run
by supermarkets and department stores as well as the ads of your competitors
Poor photo reproduction limits creativity
Newspapers are a price-oriented medium; most ads are for sales
Expect your ad to have a short shelf life, as newspapers are usually read once and then
discarded.
You may be paying to send your message to a lot of people who will probably never be in the
market to buy from you.
Newspapers are a highly visible medium, so your competitors can quickly react to your prices
With the increasing popularity of the Internet, newspapers face declining readership and
market penetration. A growing number of readers now skip the print version of the
newspaper (and hence the print ads) and instead read the online version of the publication.

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Magazines
Magazines are a more focused, albeit more expensive, alternative to newspaper advertising.
This medium allows you to reach highly targeted audiences.
Advantages
Allows for better targeting of audience, as you can choose magazine publications that cater to
your specific audience or whose editorial content specializes in topics of interest to your
audience.
High reader involvement means that more attention will be paid to your advertisement
Better quality paper permits better color reproduction and full-color ads
The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out
Disadvantages
Long lead times mean that you have to make plans weeks or months in advance
The slower lead time heightens the risk of your ad getting overtaken by events
There is limited flexibility in terms of ad placement and format.
Space and ad layout costs are higher
Yellow Pages
There are several forms of Yellow Pages that you can use to promote and advertise your
business. Aside from the traditional Yellow Pages supplied by phone companies, you can
also check out specialized directories targeted to specific markets (e.g. Hispanic Yellow
Pages, Blacks, etc.); interactive or consumer search databases; Audiotex or talking yellow
pages; Internet directories containing national, local and regional listings; and other services
classified as Yellow Pages.
Advantages
Wide availability, as mostly everyone uses the Yellow Pages
Non-intrusive
Action-oriented, as the audience is actually looking for the ads
Ads are reasonably inexpensive
Responses are easily tracked and measured
Frequency
Disadvantages

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Pages can look cluttered, and your ad can easily get lost in the clutter
Your ad is placed together with all your competitors
Limited creativity in the ads, given the need to follow a pre-determined format
Ads slow to reflect market changes
Radio
Advantages
Radio is a universal medium enjoyed by people at one time or another during the day, at
home, at work, and even in the car.
The vast array of radio program formats offers to efficiently target your advertising dollars to
narrowly defined segments of consumers most likely to respond to your offer.
Gives your business personality through the creation of campaigns using sounds and voices
Free creative help is often available
Rates can generally be negotiated
During the past ten years, radio rates have seen less inflation than those for other media
Disadvantages
Because radio listeners are spread over many stations, you may have to advertise
simultaneously on several stations to reach your target audience
Listeners cannot go back to your ads to go over important points
Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple
exposure to break through the listener's "tune-out" factor and ensure message retention
Radio is a background medium. Most listeners are doing something else while listening,
which means that your ad has to work hard to get their attention
Television
Advantages
Television permits you to reach large numbers of people on a national or regional level in a
short period of time
Independent stations and cable offer new opportunities to pinpoint local audiences
Television being an image-building and visual medium, it offers the ability to convey your
message with sight, sound and motion
Disadvantages

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Message is temporary, and may require multiple exposure for the ad to rise above the clutter
Ads on network affiliates are concentrated in local news broadcasts and station breaks
Preferred ad times are often sold out far in advance
Limited length of exposure, as most ads are only thirty seconds long or less, which limits the
amount of information you can communicate
Relatively expensive in terms of creative, production and airtime costs.
Direct Mail
Direct mail, often called direct marketing or direct response marketing, is a marketing
technique in which the seller sends marketing messages directly to the buyer. Direct mail
include catalogs or other product literature with ordering opportunities; sales letters; and sales
letters with brochures.
Advantages
Your advertising message is targeted to those most likely to buy your product or service.
Marketing message can be personalized, thus helping increase positive response.
Your message can be as long as is necessary to fully tell your story.
Effectiveness of response to the campaign can be easily measured.
You have total control over the presentation of your advertising message.
Your ad campaign is hidden from your competitors until it's too late for them to react
Active involvement - the act of opening the mail and reading it -- can be elicited from the
target market.
Disadvantages
Some people do not like receiving offers in their mail, and throw them immediately without
even opening the mail.
Resources need to be allocated in the maintenance of lists, as the success of this kind of
promotional campaign depends on the quality of your mailing list.
Long lead times are required for creative printing and mailing
Producing direct mail materials entail the expense of using various professionals -
copywriter, artists, photographers, printers, etc.
Can be expensive, depending on your target market, quality of your list and size of the
campaign.

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Telemarketing
Telephone sales, or telemarketing, is an effective system for introducing a company to a
prospect and setting up appointments.
Advantages
Provides a venue where you can easily interact with the prospect, answering any questions or
concerns they may have about your product or service.
It's easy to prospect and find the right person to talk to.
It's cost-effective compared to direct sales.
Results are highly measurable.
You can get a lot of information across if your script is properly structured.
If outsourcing, set-up cost is minimal
Increased efficiency since you can reach many more prospects by phone than you can with
in-person sales calls.
Great tool to improve relationship and maintain contact with existing customers, as well as to
introduce new products to them
Makes it easy to expand sales territory as the phone allows you to call local, national and
even global prospects.
Disadvantages
An increasing number of people have become averse to telemarketing.
More people are using technology to screen out unwanted callers, particularly telemarketers
Government is implementing tougher measures to curb unscrupulous telemarketers
Lots of businesses use telemarketing.
If hiring an outside firm to do telemarketing, there is lesser control in the process given that
the people doing the calls are not your employees
May need to hire a professional to prepare a well-crafted and effective script
It can be extremely expensive, particularly if the telemarketing is outsourced to an outside
firm
It is most appropriate for high-ticket retail items or professional services.

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20. What is e commerce?
Electronic commerce, commonly known as E-commerce or eCommerce, is trading in
products or services conducted via computer networks such as the Internet.
Electronic commerce draws on technologies such as mobile commerce, electronic funds
transfer, supply chain management, Internet marketing, online transaction processing,
electronic data interchange (EDI), inventory management systems, and automated data
collection systems.
Modern electronic commerce typically uses the World Wide Web at least at one point in the
transaction's life-cycle, although it may encompass a wider range of technologies such as e-
mail, mobile devices, social media, and telephones as well
21. Opportunities of ecommerce for businesses:
Increased Market
If you have a physical store, you are limited by the geographical area that you can service.
With an ecommerce website, the whole world is your playground.
Reduced costs
One of the most tangible positives of ecommerce is the lowered cost. Ecommerce results in
lower advertising and marketing cost, lower personnel cost by automating of checkout,
billing, payments, inventory management, and other operational processes. Further, there is
no need to invest in real estate as an ecommerce merchant does not need a prominent physical
location.
Create Targeted Communication
Using the information that a customer provides in the registration form, and by placing
cookies on the customer's computer, an ecommerce merchant can access a lot of information
about its customers purchasing habbits. This, in turn, can be used to communicate relevant
messages. An example: If you are searching for a certain product on Amazon.com, you will
automatically be shown listings of other similar products. In addition, Amazon.com may also
email you about related products.
Better information
There are limitations to the amount of information that can be displayed in a physical store. It
is difficult to equip employees to respond to customers who require information across
product lines. Ecommerce websites can make additional information easily available to
customers. Most of this information is provided by vendors, and does not cost anything to
create or maintain.
Threats of Ecommerce for businesses
Exposure to increased competition

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A bigger market for ecommerce business means more competition. The business might not be
able to compete with other business in the field and might not flourish. In order to remain
competitive they might have to operate on very thin margins which many businesses might
not be able to sustain for long.
Technical challenges
There can be lack of system security, reliability or standards owing to poor implementation of
e-Commerce. Software development industry is still evolving and keeps changing rapidly. In
many countries, network bandwidth might cause an issue as there is insufficient
telecommunication bandwidth available. Special types of web server or other software might
be required by the vendor setting the e-commerce environment apart from network servers
which will involve huge investments.
User resistance
User may not trust the site being unknown faceless seller. Such mistrust makes it difficult to
make user switch from physical stores to online/virtual stores.
Security/ Privacy
It is always a challenge for ecommerce business to ensure security or privacy on online
transactions. Further these businesses are prone to cyber attacks where hackers would want to
steal valuable consumer data and financial information.
Touch and feel factor
Lack of touch or feel of products during online shopping might limit the sale of certain goods
on the internet. Consumers might still be interested in touching and feeling the product before
they purchase it. This might limit the market for ecommerce businesses.
Internet access and cost
Ecommerce needs access to a safe and secure high speed internet access. Internet access is
still not cheaper and is inconvenient to use for many potential customers like one living in
remote villages.
Opportunities of ecommerce to consumers
Convenience
An online store is open 24 hours a day. Customer can do transactions for the product or
enquiry about any product/services provided by a company anytime, anywhere from any
location.
Lower cost
Products available through ecommerce are usually lower in price as the seller does not have
to invest in maintain physical stores and high inventory. This benefit is usually passed on to
the consumers as lower prices. Further E-Commerce increases competition among the
organizations and as result organizations provides substantial discounts to customers.
Easy to locate the right product

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It is no longer about pushing a shopping cart to the correct aisle, or scouting for the desired
product. On an ecommerce website, customers can click through intuitive navigation or use a
search box to immediately narrow down their product search. Some websites remember
customer preferences and shopping lists to facilitate repeat purchase.
Eliminate Travel Time and Cost
It is not unusual for customers to travel long distances to reach their preferred physical store.
Ecommerce allows them to visit the same store virtually, with a few mouse clicks.
Consumers can make informed decision
There are limitations to the amount of information that can be displayed in a physical store. It
is difficult to equip employees to respond to customers who require information across
product lines. Ecommerce websites can make additional information easily available to
customers. Most of this information is provided by vendors, and does not cost anything to
create or maintain.
Further, Ecommerce facilitates comparison shopping. Consumers can browse multiple
ecommerce merchants and find the best prices.
Threats of ecommerce for consumers
Frauds
For the buyer, reliability can be an issue. We live in an era where online storefront providers
bring you the ability to set up an ecommerce store within minutes. The lowered barriers to
entry might be a great attraction to the aspiring ecommerce fraudsters. This could lead
customers to restrict their online purchases to famous ecommerce websites.
Security
When making an online purchase, you have to provide at least your credit card information
and mailing address. In many cases, ecommerce websites are able to harvest other
information about your online behavior and preferences. This could lead to credit card fraud,
or worse, identity theft.
Ecommerce Lacks That Personal Touch
Usually most of the physical retailers have personal touch with their consumers. As a result,
shopping at those retail outlets is reassuring and refreshing. This might be lacking in online
purchases.
Delay in getting the goods
In Ecommerce transactions, even with express shipping, it takes a while to get the goods to
the consumer. Sometimes the goods might be delayed due to unavailability, or postal/courier
delays. Moreover, if there is an urgency to get the product at the same time then Ecommerce
might not be the best option. For example, candy that you want to eat now, a book that you
want to read tonight, a birthday gift that you need this evening and so on.
Cannot test the product before purchase

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In many cases, customers want to experience the product before purchase. Ecommerce does
not allow that. If a consumer wants to buy a music system, he cannot play it online to check if
it sounds right!
Returning items
There are times when a product is to be returned to the store. Ecommerce makes it very
difficult. Usually the process is cumbersome and expensive.
Use of the internet and social networks for promotion
Recently, more and more businesses are using internet to promote their products. Also known
as Internet advertising, it involves the use of Internet to deliver promotional marketing
messages to consumers. It includes email marketing, search engine marketing, social media
marketing, many types of display advertising (including web banner advertising), and mobile
advertising.
Using social media to market your business
Social media are internet services that let you interact with others and share and create
content through online communities. Social networking websites allow individuals to interact
with one another and build relationships. When companies join the social channels,
consumers can interact with them and they can communicate with consumers directly. That
interaction feels more personal to users than traditional methods of strictly outbound
marketing & advertising. The most popular social media website include Facebook, Twitter,
YouTube, blogging websites such as wordpress and Tumbler.
Social media present great marketing opportunities for businesses of all sizes. Businesses can
use social media to:
 promote the name of their brand and business
 tell customers about their goods and services
 find out what customers think of their business
 attract new customers
 build stronger relationships with existing customers.
 Advantages of using social media
Social media marketing has many advantages:
 broad reach - social media can reach millions of people all around the world
 ability to target particular groups - many forms of social media (e.g. Facebook,
Foursquare) allow businesses to target specific groups, often in particular locations
 free or low-cost - many forms of social media are free for business, and paid options
are usually low-cost
 personal - social media allow you to communicate on a personal basis with individual
customers and groups
 fast – you can quickly distribute information to many people
 easy - you don't need high-level skills or computer equipment to participate in social
media. The average person with a standard computer should have no difficulty.

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Risks of using social media
Marketing through social media also has its risks. These include:
Wasted time and money for little or no tangible return
The rapid spread of the wrong kind of information about your business (e.g. incorrect
information accidentally posted by you, negative reviews posted by others)
Legal problems if the business don't follow privacy legislation and the laws regarding spam,
copyright and other online issues.

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4. Operations management
4.1 Production of goods and services
4.2 Costs, scale of production and break-even analysis
4.3 Achieving quality production
4.4 Location decisions

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