GUIDELINES FOR S.B.A.

Some general guidelines include:

1. Please use correct grammar, spelling and sentence construction. Be objective in your business plan
proposal. Do not write as you speak!!!!

2. Do not exceed the word limit range of 1000 – 1200 words for the project. If you do marks will be
deducted.

3. Feel free to use tables, graphs, charts and visual illustrations to represent any data. The word count
will not be considered for these areas.

4. Please note the criteria being used and the marks allocated for each criterion under each Profile.
This is important because in the project your sections will be organized under Profile I, II and III.

5. Your SBA should have the following layout:

(a) Cover sheet – (IN THIS ORDER)
 Name,
 Registration number
 Name of subject
 School
 Centre number
 Date submitted

(b) Introduction

(c) Aim

(d) Table of contents

PROFILE I
 DESCRIPTION OF THE BUSINESS
 ORGANISATION OF THE MARKETING DEPARTMENT
 USE OF TECHNOLOGY
The detailed
PROFILE II
break down of
 MARKET RESEARCH
the guidelines for
 PRODUCT
Profile I, II and
 PRICING
III are given
 PLACE
below
 PROMOTIONAL MIX
PROFILE III
 GOVERNMENT REGULATION
 CONSUMER COMPLAINTS
 ETHICAL ISSUES

(e) Appendix (Appendices)

(f) Bibliography

Developed by B. Sanichar 1
Fyzabad Anglican Secondary School
 PROFILE 1: ORGANIZATIONAL PRINCIPLES (10 MARKS)

1. DESCRIPTION (2 MARKS)

This section requires that you simply give a description of the Business. Some of the information required in
this section is the Name, Location, Vision, Mission, the objectives of the business, the date of establishment,
the type of business and the nature of the products and services offered.

*** For the location you can draw a map of Trinidad and indicate where the business will be located. You
can also give a detailed “zoom” of the specific area with street names, buildings etc. that are present in the
area where the business is to be located.

2. ORGANISATION OF THE MARKETING DEPARTMENT(4 MARKS)

This section requires that you have an organizational chart of the entire organization. Keep in mind that you
are only focusing on the Marketing function of the business in you discussion. You are required to give a
detailed discussion of the different sub sections that exist in the business (e.g. Sales, Advertising, and Public
Relations etc.).

You are also required to indicate who performs the specific aspects of marketing and use key terms like
accountability, delegation, authority, responsibility and span of control.

Remember that you are showing me how the marketing department is organized so that the business
succeeds as an entrepreneurial type.

3. USE OF TECHNOLOGY(2 MARKS)

This section requires you to answer some basic questions:

(a) What type of technology is being used in the business or is going to be used?
(b) How is it used in the business with respect to the operations of the business?
(c) How does the use of this technology benefit the business?
(d) How is the Technology maintained?

Developed by B. Sanichar 2
Fyzabad Anglican Secondary School
 PROFILE II: (20 MARKS)

1. MARKET RESEARCH: (6 MARKS)

This section requires student to discuss a number of areas to attain full marks.
 You are required to briefly explain what is market research?
 What primary and secondary sources of data collection were used for your business?
 What instruments were used to collect data( questionnaires, observations, interviews etc)

Under the heading of market research you are also required to discuss a number of other key areas, namely:
 TARGET POPULATION
 Who is the target market?
 What are some of the characteristics of the target market?(age, sex, income, location, taste &
preference, etc)

 PRICE
 What pricing strategy(s) are used? Explain why. (E.g. Cost plus or Penetration pricing etc.)
 What does this pricing strategy hope to achieve for your business? (E.g. build consumer loyalty,
introduce product to consumers, stimulate competition/eliminate competition, make profits or to
Break Even etc.)

 COMPETITION
 Who are the competitors? (give names, and show how they compete with your business)
 What type of competition exists in the market? (Monopoly, oligopoly etc)
 What effect does competition have on your business? (e.g. price wars, efficiency, allows for a
variety of products /services being offered, encourages research and development, stimulates
innovation.

 SUBSTITUTES
 What substitutes for your product/service exists? Name or list them.
 Is your product easily substitutable? (e.g. is customer switching costs high/low, do prices
differ, do consumers change because of taste, price, income, negative news etc.)
 What effect is the substitute having or going to have on the business?
 What is the price of the substitute(s)? Give table of listing.

 SALES FORECASTS
 What does demand for the product/service you offer look like with respect to sales.
 What are your expectations for future sales?
 Is the stock turnover rate high/low/medium?
 Are there any other factors that contribute to sales being better or worst in the future?

Developed by B. Sanichar 3
Fyzabad Anglican Secondary School
 2. PRODUCT (4 MARKS)

This section requires you to:

 Describe the product or service you are offering. Give details about the commodity being offered.
 Discussions should entail how the product is packaged
 Identification of the brand or proposed brand is also required.

3. PRICING (2MARKS)

 A detailed outline of the pricing strategy that is intended for use in the business?
 Identify the advantages and disadvantages of using the particular method.
 Give a calculated example of how the pricing strategy is used on a product or service. Some
indication should be given with regard to profit % attained from each product.

4. PLACE (4 MARKS)

This section requires a diagram indicating what channels of distribution are used to get the
product to your target market.

 You should clearly identify the advantages of using this channel.

 Explain why it is most effective for your business. (E.g. cuts cost, faster delivery to consumers,
able to adjust to changes in dd. Etc.)

5. PROMOTION MIX (4 MARKS)

This section requires students to also answer some simple questions:

 What promotional efforts are used? E.g. Discounts, membership, buy two get one free etc.
 Why will this method be used? E.g. to maximize sales in the short run, to build consumer
loyalty, to compete and eliminate other competition in the market etc.
 Explain how the business is going to benefit from these promotional efforts

Developed by B. Sanichar 4
Fyzabad Anglican Secondary School
 PROFILE III: (10 MARKS)

1. GOVERNMENT REGULATION (2 MARKS)

This section requires that students answer two basic questions:

- What government regulations exist with respect to the specific business and its operations? Here is a
list of some basic legislation at present :
O.S.H.A. TOWN AND COUNTRY APPROVAL
V.A.T. LICENSE
N.I.S. INSURANCE(in the case of vehicles)
FIRE INSPECTION REGISTRATION OF BUSINESS
HEALTH INSPECTION IMPORT/EXPORT LICENSE, TRADE RESTRICTIONS Etc.

- What effect does the specific regulation have on the business?

2. CONSUMER COMPLAINTS (2 MARKS)

This area requires an examination of:

(a) What avenues exist for consumer redress in the event that
The consumer is not satisfied
The product sold is defective or faulty?
The business does not exchange/refund consumers their money if dissatisfied.
Some solutions are to:
(i) Inform Consumer Affairs
(ii) The Media
(iii) The Ombudsman

3. ETHICAL ISSUES (2 MARKS)

This section requires an understanding of some basic ethical issues in running a business. Some of the questions
you need to answer are:

 Does the business adhere to misleading advertising?

 Is there an avenue for the business to plunder from consumers?
 Are there any illegal practices that the business is engaging in to defraud the government,
shareholders, trade unions, owners and consumers? E.g. False advertising, selling high priced poor
quality products, selling defective products, adjusting tax records to avoid paying taxes etc.
 Does the business knowingly use cheap, toxic, defective material and sell it to consumers without
their knowing?

Ethics, a major branch of philosophy, encompasses right conduct and good living. It is significantly broader
than the common conception of analyzing right and wrong.

For further information you can visit the following link for some practical examples on ethics.
http://www.usoge.gov/pages/common_ethics_issues/common_ethics_issues_pg2.html#Anchor--Gener-
30592

Developed by B. Sanichar 5
Fyzabad Anglican Secondary School