Technology, E-Commerce and Digital Marketing

Tick each line you got. Your score builds from the marks on the scheme.

• identifies a valid point, e.g. e-commerce lets a small business sell to customers nationally or globally through a website or online marketplace1 mark
• linked detail, e.g. because this removes the need to open expensive physical stores in multiple locations to reach a wide customer base1 mark
• further development, e.g. a small business can also use targeted digital advertising to reach specific customers efficiently, rather than needing a large mass-media budget1 mark
• makes the point explicit, applying it to the business, e.g. allowing a small business to compete for the same national customers as a larger, established rival without matching its store network or marketing budget1 mark

Nothing ticked yet - 4 available

Tick each line you got. Your score builds from the marks on the scheme.

• identifies that targeted social media advertising can be aimed precisely at a specific, relevant audience, such as by age, location or interests1 mark
• links this to efficient use of a small budget, e.g. because the business is not paying to reach people outside its target market, unlike some mass-media advertising1 mark
• develops this further, e.g. this means a small business can compete effectively for the attention of its specific target customers without needing a marketing budget as large as its competitor's1 mark
• notes results can be tracked and measured, such as clicks and engagement, allowing the business to see quickly which adverts work and adjust spending1 mark
• links this to reduced waste, e.g. this prevents the small business from wasting its limited budget on ineffective advertising, unlike a less targeted traditional method1 mark
• a conclusion tying this to competitiveness, e.g. by spending its smaller budget more efficiently and precisely than a scattergun approach, a small business can build meaningful brand awareness among its target customers despite having far less money than its larger competitor1 mark

Nothing ticked yet - 6 available

Tick each line you got. Your score builds from the marks on the scheme.

• a sustained, balanced argument weighing the potential for national growth against the scale of the investment and the practical challenges of delivering large furniture items nationally, reaching a justified recommendation that refers specifically to Hearth and Home.3 marks
• identifies relevant points on both sides, e.g. e-commerce could grow sales beyond the local area, but 25,000 pounds is a large sum and furniture delivery is complex, without full development or consistent application.2 marks
• makes one or more relevant but undeveloped points, e.g. states a website would help sales, without explanation or application.2 marks
• a national e-commerce website could grow Hearth and Home's customer base well beyond its current local, showroom-based reach, and customers are increasingly used to researching and buying furniture online; however, 25,000 pounds is a significant investment for a small business, and bulky furniture items are expensive and complex to deliver and return nationally compared with smaller products, alongside the ongoing technical and staffing skill needed to run a website well; a reasonable recommendation is a phased approach, such as starting with online ordering and local or regional delivery before expanding nationally, to manage the cost and risk.2 marks

Nothing ticked yet - 9 available