Enterprise

• Marketing

  *communication of information, about the enterprise and its products, to its existing and potential customers. *process of identifying, satisfying and anticipating the needs and requirements of consumers profitably
• Benefits of marketing (1)

  Increasing consumer awareness of the enterprise and products

  • reflects the aim and objectives of an enterprise and should try to aid their achievements
  • emphasis the brand identity of particular products
• Benefits of marketing no. 3

  Increasing or defending sales, market share or profit

  A marketing objective would help to achieve the aim to increase an enterprise’s :

  • Total sales
  • Marketshare
  • Profits over a particular of time
• Brand


  a name or image that clearly distinguish one product from other
• Branding


  the strategy of differentiating the products of one enterprise form those of others through emphasising and identifiable image
• Brand loyalty

  the degree of which consumers buy a particular brand of product in preference to another brand
• Marketing


  the process of communicating relevant information in order to influence the behaviors of the consumers in ways that will benefits the enterprise
• Marketing Strategy

  a long-term plan devised in order to achieve particular marketing objectives
• Business objectives 1st

  Points :

  • Ethical, not for profit, social belief based : *linked with social responsibility. *not-for-profit / social & community objectives
• Business objectives 2nd

  Points :

  • Legal compliance : legally registered / ensure contract or agreements are legally binding or meet necassary requirements
• Business objectives 3rd

  Profit :

  • profit maximisation : make the gap between total sales and total cost as great as possible
  • satisficing : an enterprise aims for adequate level of profit rather than profit maximisation
• Business objectives 4th

  Sales Revenue :

  • maximising sales revenue = expand marketshare
  • increase profit = increase sales revenue & decrease total cost
  • Advertising : increase the awareness of the product
  • Raising price of products if demand is not sensitive to the price of change
• Business objectives 5th

  Cash flow :

  • care about having moneys at hands all the time
  • Positive cash flow is essential to the solvency of an enterprise.
  • Solvency : a good strategy of solving problem
• Business Objectives 6th

  Growth :

  • Internal : the expansion of an enterprise through increasing sales. Eg: increase number of outlets
  • External : expansion of an enterprise through taking over other enterprise, with the aim of increasing sales
  • Internal > External
• Business Objectives 7th

  Survival :

  • face stiff competition from established enterprise in the market
  • survive from big companies, gain customers & profit
• Growth

  the increase in size of an enterprise through internal / external expansion
• Social resposibility

  the idea that an enterprise has a resposibility towards the wider society and enviroment
• Sales revenue maximisation

  maximise the revenue received from sales rather than its profit
• Action plan

  Purpose & Importants :

  • monitors progress, handle projects effetiently
  • outline various action that is need to achieved aims and objectives
  • contribute to the bond within the enterprise, as each member is aware of its own responsibilit and individual work
  • creates motivation, keeps members focused
• Action plans

  Contents :

  • sequence of steps that need to be taken for a strategy to be sucessful
  • outline various task, amount of time that need to be spend, date for completion
  • aims & objectives of a project, targets (specific, measurable, achievable, realistic, time-based)