Setting clear marketing objectives will help guide Jon's business but will not guarantee success on its own. Objectives provide targets and direction, and allow Jon to measure performance and make adjustments. However, the business also depends on factors outside Jon's control like competitors entering the niche market. Success requires establishing a large customer base through good market research, service, and meeting customer needs in the niche. While objectives are important for planning, many factors ultimately determine the business' success.

1. Assessment review Q1-
Analyse the advantages to Jon of operating in a niche
market (9 marks)
• Easier to identify likely customers and
communicate with them
• Reduced competition which may allow Jon to
charge a higher price
• Ability to increase sales by closely matching
his services to his customers’ needs
• Customers within a niche market tend to be
more loyal

2. • The majority misunderstood the question.
• It is asking you to analyse how are marketing
objective can aid in making a business a success
or whether they have any impact at all.
• The case study does play an important role.
However, use it to simply support your points or
to provide examples
Assessment review Q2-
To what extent do you agree that the success of the business will
depend on setting clear marketing objectives? (16 marks)

3. Arguments for
• Setting clear marketing objectives will give Jon
and his business clear targets to aim for
• Clear marketing objectives will provide Jon with a
sense of direction and help to keep him on the
right track
• Jon can compare the ‘actual’ figures with his
marketing objectives and take corrective action if
necessary
• Having clear marketing objectives may make it
easier for Jon to obtain extra finance, if
necessary, to grow his business

4. Arguments Against
• Jon currently operates in a niche market where there is
likely to be little competition. The success of his
business could depend on whether or not other
competitors decide to target this market
• The accuracy of his market research that was used to
set the marketing objectives will affect how realistic
they are which in turn may affect how successful his
business is
• The success of Jon’s business will also depend on a
number of other factors including the level of service
he provides as well as other, external factors beyond
his control

5. Conclusions
• Clear marketing objectives will be very important
in order to get the business set up
• They will also help to keep Jon focused on specific
targets, once the business is established and he is
very busy – a point at which sole traders often
lose sight of their key objectives
• However, this will not guarantee success; the
most important factor is likely to be whether he
can establish a large enough customer base.

6. Tasks
• Opportunity to better your grade.
• If you got a U you are completing it
again now.
• Complete worksheets for the topic and
ensure your book is up to date and tidy.