Technology (AQA GCSE Business)

Case Study

JCC Shoes is a manufacturer and retailer of shoes. The business has a reputation for making shoes that are strong, hard-wearing and comfortable. The business is facing increasing competition from other shops selling school shoes. Competitors’ shoes are regarded as more fashionable. In response to this competition, JCC Shoes has redesigned some of its shoes.

During the last year, there have been some newspaper reports of children being sent home from school for wearing JCC Shoes branded ‘Scope Shoes’. These shoes are sold as part of JCC Shoes’ new redesigned school range. Many schools are reporting that the shoes are too similar to trainers and do not meet their rules on uniform.

Over the last two years JCC Shoes has increased its use of social media to improve interaction with customers. Posts are made daily on new shoes and events, such as price discounts, and enquiries can be answered quickly. The business encourages customers to respond to its posts, add their own comments, and upload pictures and videos.

Number of customer responses on social media posts by JCC Shoes (000’s)

Case Study

DJ imports and exports goods to and from the UK where it is based. One of its most successful export markets is the USA, where it has 14 stores. It also imports diamonds to the UK from India as they are much cheaper to buy from here than other countries. This means DJ can make a larger profit on each item sold. DJ only has stores in large cities, so customers mainly use the website to find information on jewellery items.

DJ has always advertised in fashion magazines read by its wealthy target market but wants to raise its profile further. Other jewellery businesses are promoting their brands by sponsoring big events such as sports competitions, festivals and awards ceremonies. DJ would like to sponsor a fashion show in London for a world-famous British designer with an expensive clothing range. The designer has agreed that if the sponsorship goes ahead, the models will all wear jewellery from the DJ collection. As well as attracting reporters and photographers from around the world, the fashion show will be streamed live on the Internet and shown on television.

Case Study

JCC Shoes is a manufacturer and retailer of shoes. The business has a reputation for making shoes that are strong, hard-wearing and comfortable. The business is facing increasing competition from other shops selling school shoes. Competitors’ shoes are regarded as more fashionable. In response to this competition, JCC Shoes has redesigned some of its shoes.

During the last year, there have been some newspaper reports of children being sent home from school for wearing JCC Shoes branded ‘Scope Shoes’. These shoes are sold as part of JCC Shoes’ new redesigned school range. Many schools are reporting that the shoes are too similar to trainers and do not meet their rules on uniform.

Over the last two years JCC Shoes has increased its use of social media to improve interaction with customers. Posts are made daily on new shoes and events, such as price discounts, and enquiries can be answered quickly. The business encourages customers to respond to its posts, add their own comments, and upload pictures and videos.

Case Study

RB imports and exports hobby information books to and from the UK where it is based. One of its most successful export markets is the USA, where it makes 65% of sales. It also imports many books to the UK from India and Europe. This means RB can make a larger profit on each item sold. RB only sells books online and 85% of customers purchase books using m-commerce. Research from their website sales has shown RB customers respond well to marketing tactics that persuade them to view similar products to those in their purchase basket.

Case Study

Cakehead have been making and selling brownies and bakes since 2004. It specialises in making cake postal boxes that are easy to order and delivered on time. Customer enquiries are answered within 4 hours. Customers choose their cakes and brownies from a selection on the website and can pay online. The cakes and brownies are then automatically selected and packaged by advanced robotics according to customer's individual orders. The boxes are then automatically labelled and despatched to customers. Customers receive updates on their delivery by text.

Case Study

RB imports and exports hobby information books to and from the UK where it is based. One of its most successful export markets is the USA, where it makes 65% of sales. It also imports many books to the UK from India and Europe. This means RB can make a larger profit on each item sold. RB only sells books online and 85% of customers purchase books using m-commerce.

The total number of RB customers in 2023 was 824,000.

Case Study

RB imports and exports hobby information books to and from the UK where it is based. One of its most successful export markets is the USA, where it makes 65% of sales. It also imports many books to the UK from India and Europe. This means RB can make a larger profit on each item sold. RB only sells books online and 85% of customers purchase books using m-commerce.

The total number of RB customers in 2023 was 824,000. It is estimated that the number of customers in 2024 will rise by 12%.

RB expects the proportion of customers purchasing its books by m-commerce to remain the same in 2024.

Case Study

Since opening in 2003 Krispy Kreme has expanded steadily in the UK. There are now 45 stores and coffee shops with another 35 planned for the next few years. Quality is an important part of Krispy Kreme’s business as all doughnuts have to be made with quality ingredients to the original secret recipe from America.

To ensure perfection every doughnut is made in one of only 13 larger stores. They are then delivered to local outlets. To make sure they are fresh each doughnut has a shelf life of only one day.

All new employees follow an induction programme. This covers understanding the importance of quality and health & safety procedures. Krispy Kreme aims to keep the top hygiene rating of 5 at all its stores.

Krispy Kreme wants staff to enjoy their work and take pride in their job. Employees focus on:

• being passionate about their work, and believing in the quality products

• demonstrating initiative, creativity and problem-solving skills

Incentive schemes and a national annual awards ceremony are organised to celebrate successes.

There are formal training sessions as well as support from line managers, peers and trainers. Additionally, Skills Workshops and Talent Workshops offer support for those keen to further their careers. There are many career opportunities and internal promotions are frequent. Krispy Kreme is proud that over 60% of senior positions are recruited internally.

A Krispy Kreme app is available to customers in the USA. Other major coffee shop chains in the UK have apps for customers to use that include a store locator, offers, loyalty bonuses and menus. App developers have quoted £30 000–40 000 to create an app.

Case Study

Janet owns and runs Premium Motors, based in Manchester. Her business provides a luxury chauffeur service (a car and driver are hired). This has proved popular with customers who book the services for events such as weddings or parties.

Janet has decided not to expand the business in London as demand for its services has increased in the Manchester area. A new website now helps to manage the increase in enquiries. Customers can look at the cars from a web page of photos and videos. They can use the live online chat service to ask questions and get instant feedback. There is no set price for the hire of a car. The price depends on several factors, such as:

• distance and day of the journey

• the amount of time the car is needed

• the number of pickup and drop off locations

At present there are no prices for car hire on the website. Customers must telephone a salesperson between 9 am and 6 pm Monday to Friday to agree the price of their car hire booking.

Premium Motors prides itself on the quality of its service. Drivers are encouraged to greet customers with a smile and engage in conversation several times throughout the journey. Janet has previously issued new drivers with a leaflet outlining the company policy on customer service.

Janet is considering introducing a new induction training programme for the new drivers. It will include:

• a video of an experienced driver dealing with a customer

• a role play exercise where a new driver can practise dealing with difficult customers

Case Study

Reusable drinks bottles are becoming more popular. Jake Webb is a product designer. A couple of years ago, Jake noticed that young people wanted to drink cold water on the go without having to buy single-use plastic bottles. He thought there was a gap in the market for lightweight, stylish bottles.

Last year, Jake developed a product he called the BEco Bottle. He bought some second-hand equipment to begin manufacturing bottles. The equipment can only produce small quantities meaning the unit cost per bottle is high. Jake has had to turn down orders with tight deadlines because production is so slow. Jake has also struggled to find a supplier who can provide the materials in the small quantities he needs. He eventually found a supplier, but it was unwilling to negotiate on the price.

When he set up his business, Jake used the Internet to collect secondary market research for his business plan. He used an Internet search engine to try and find up-to-date information to support his idea. Jake found a market research report from three years before. The report did not focus on Jake’s target market and he did not recognise the name of the company that had conducted the research. However, it did help him identify sales figures and trends for reusable bottles