Writing your Justification (AF4) for BTEC National Business Unit 2

The justification for your marketing campaign (AF4) is a crucial part of success in BTEC National Business Unit 2. We'll show how to write a coherent, justified evaluation of your chosen marketing campaign using analytical models.

LIVESTREAM TIMESTAMPS
0:00 Countdown and introduction
5:19 Introduction to AF4 (Justification)
7:46 Revision of SWOT
11:25 SWOT - example for Shine Beauty
16:46 Revision of PESTLE
21:50 PESTLE - example for Shine Beauty
26:13 Revision of Product Life Cycle
31:07 Product Life Cycle - example for Shine Beauty
36:08 Summary & final Q&A

Download the Shine Beauty case study we're using for this series of livestreams here:

Download our two-page A4 Unit 2 notes template here:

Looking for some extra Unit 2 practice case studies? Try these:

Charming Chocolate (Chocolate Bars):

Muttley (Dog Food)

[leonsilver]

So for SWOT your recommendation is to just mention one point for each of the four? I'm kinda also getting a bit nervous for tomorrow, I'm doing the retake so I can improve my overall grade: These videos have given me a lot of confidence to hopefully do well in !

[Nicolas-co]

Hello Jim
I will argue that in the product life cycle
That the other segments of the market like cryotherapy are not complacently in the growth segment. Because they are trying to make people awere of "these new expensive treatments"
I would say they are more in the introduction stage than in the growth stage

[YeshwanthNandakumar]

Hi Jim, Good afternoon I have a doubt on unir-2 developing a marketing camign exams do you know in the exam where it is asking about justifications where I need to speak about PESTLE or SWOT or Product Life cycle can I talk about one point or do I need to conmment on all of the letters for each of the models that I am using in exam could you please confirm me about this information as iam condused and worried about it.

thanks for your help

[serenajay]

can we do a paragraph each for all of the PESTLEs instead of writing a lot about less?

[LukeMisan]

is the product life cycle on the market or the product, if so can you plan this with part a information

[Louis-kryk]

If I am doing both SWOT and PESTLE, and one of my threats is some sort of social trend, do I then still have to include the social part of PESTLE?

[LukeMisan]

do you only need one strength, weakness, opportunity and threat for swot.

[flexy]

hi, is there always 2 options to choose from for the marketing campaigns

[serenajay]

does it matter whether we use environmental or ethical for the last E in PESTLE? cuz i’ve only been taught environmental

[joshsid]

How long do the paragraphs be if you want to use the plc analysis?

[yasminecoulibaly]

Hey, when talking about the product life cycle, what is meant by the implications of the marketing mix? Does that mean how it affects the marketing mix?

[serenajay]

my teacher was telling me that at the end of justification (the swot and pestle paragraphs), i should write another paragraph just rephrasing and pointing out the stuff i mentioned in strengths and opportunities. is that true? or would the examiner still count my swot and pestle as the entire justification?