Sports Direct/ Sports Direct.com Marking Scheme.

Cw1 – please note the marks in red are purely for guidance.
The essay should be structured and include an introduction a main body and a logical conclusion.
Students are expected to use academic references and marketing theory to support their discussion.
Please do not only use non-academic websites.
Students need to clearly identify in the introduction 2 consumer behaviour factors (either sociological,
psychological, individual or situational) that they will discuss in the essay.
Students are expected to make reference to Market Reports e.g. Mintel, when discussing online buyer
behaviour and the competition
Students are expected to provide a clear definition of the marketing concept and provide clear
examples as to how Sports Direct has adopted the marketing concept. They need to do this by
applying the theory of consumer behaviour – (the two consumer behaviour factors) to Sports Direct.
This discussion should be in the same paragraph.
STUDENTS ARE NOT TO ASKED TO DESCRIBE THE BUSINESS IN ANY GREAT DEPTH.
Suggested layout.

1) Structure of the essay. Clear introduction to the essay, body and paragraphs, logical
conclusion and ACADEMIC REFERENCES (not just websites) –
As a rule of thumb- students should follow this guidance
100 words for the introduction
800 words as the body
100 words for the conclusion.
20 marks
2) The student identifies and discusses what marketing is / marketing concept and then discusses
TWO significant consumer behaviour factors (e.g. psychological factors, personal factors, social
factors, cultural factors, environmental factors and situational factors). Ideally there should be some
definitions from academic sources- 30 marks
3) With reference to market reports on consumer behaviour and the competition – e.g. Mintel, the
student is to identify and explain how the two factors identified are affecting retail – shopping and
online shopping/ buyer behaviour. - 20 marks
4) Application of consumer behaviour to Sports Direct/ Sports Direct.com and how it has adopted
the marketing concept.
Students could discuss a variety of issues which could include: (This list is not definitive or
exclusive)
 Clearly defined target markets - world-wide audiences. Available in lots of shops
 Use of endorsements sponsorships affecting consumer behaviour
 Range of products, not only sports clothes but fashion, drinks, popcorn etc.
 Payment methods/ deliveries= store opening and closing times.
 Customer service – experts in sportswear etc.,
 Convenience – appealing to lifestyle factors and changes in the market place - Highstreets –
major town centres- online stores.
 Range of products and Pricing- cost of products – relate these to lifestyle marketing
 Range of products and situational factors… how people shop- who they shop with. etc
 30 marks