SOCSCI 2EN3 Study Guide - Midterm Guide: Air Canada, Market Segmentation, Target Market
2 Nov 2016
School
Department
Course
Professor
Document Summary
80 mc + 20% test and related start-up considerations. Chapter 5 developing an effective business plan. Need for focusing on optimal business opportunity and (cid:498)business plan(cid:499) = document that sets out the basic idea underlying a business. Entrepreneur(cid:495)s game plan motives entrepreneur to attempt. (cid:886) basic objectives : identifies the nature and the context of to start business securing financial launch + growth business opportunity (existence) (cid:886) )nterdependent factors of content : people, opportunity, context, risk + reward information confidential (cid:498)prospectus(cid:499) = marketing document used to solicit investors(cid:495) monies (cid:498)confidentiality agreement(cid:499) = document used to ensure investors keep. Cannot use ideas/leak information: preferences of management team, complexity of business, competitive environment. Socsci 2en3: underlying research, basic format and effectiveness of written presentation, content of plan, level of uncertainty. 3 distinct marketing philosophies segmentation, market research and sales forecasting. Product is the most important of the business: production oriented activities, sales oriented. Favours product sales or production to customer choice.
