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EWS

sixth form

induction

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APPLIED BUSINESS

INDUCTION LESSON

 

OBJECTIVES

  • To discuss the impact of advertisements

  • To describe target market for own activity/campaign using demographic information

  • To analyse a range of marketing resources to plan a promotional activity

 

OUTLINE

  • Discussion on course structure, units, requirements and expectations

  • Examples of effective advertisement. Students will complete a simple analysis of a range of adverts

  • Team Challenge – completing an advertising campaign for the re-branding of a selected business based on data analysis and competitor information

  • Review and presentations followed by awards for best performance.

 

 

 

 

YOUR TASK

 

Merlin Entertainments PLC (www.merlinentertainments.biz) is a multinational business with 62.9 million customers in 2015 (www.merlinentertainments.biz/income-statement). As a PLC (Public Limited Company), its shares are traded on the London stock exchange. In 2015, Merlin Entertainments was the largest European entertainments company and had 110 attractions in 23 countries (www.merlinentertainments.biz/brands)

 

TASK 1: Write an introduction to Merlin Entertainments PLC, please include a description of the following. Please support your work with pictures/ images/ relevant diagrams:

  • A brief introduction to the company, what it is and what it does, the brands that it operates

  • A little bit of history of the company

  • The aims and objectives of the company (called Growth Drivers)

  • A description of the three strands of the business- ‘Theme Parks’, ‘Midway Attractions’ and ‘Resorts’

  • The locations

  • Who are Merlin’s key competitors? What market share do they hold?

  • It’s competitive advantage e.g. exclusive tie ins with The BBC and Dreamworks

  • The financial status of the business

  • The Merlin digital guest journey

  • Growth plans

 

TASK 2: Merlin Entertainments is a Public Limited Company, you should carry out some research and then complete the following tasks:

  • What is a Public Limited Company? Provide a clear explanation

  • What are the main advantages and disadvantages TO MERLIN of operating as a PLC?

  • What benefits to Merlin’s shareholders receive?

 

TASK 3: Using the Annual Report 2015 there is a link on www.mrmartin.moonfruit.com (username elizabeth, password Woodville) and any other relevant research complete the following:

  • Identify the seven strands of The Merlin Way and the seven values that contribute towards this

  • Describe how Merlin motivates it’s staff (Employee engagement)

  • Describe how it recruits and trains it’s staff

  • Describe the employee benefits of working at Merlin

HOW YOUR TRANSITION WORK WILL BE ASSESSED

  • PASS: A description of the background of the business and it’s form of ownership, stakeholders and of ‘The Merlin Way’ Examples are used to illustrate some elements of this.

  • MERIT: A detailed description of the background of the business and it’s form of ownership and stakeholders and of ‘The Merlin Way’ Realistic examples are used to illustrate some elements of this.

  • DISTINCTION: A detailed and comprehensive description of the background of the business and it’s form of ownership and stakeholders and of ‘The Merlin Way’ Realistic and detailed examples are used to illustrate the elements of this.

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EMAIL

Mr Martin