SECTION A (Total 65 marks)
Question 1
On an individual basis, formulate a business plan to analyse the opportunities for starting a local or overseas-sourced franchised business at Loewen by Dempsey Hill area. Your selected franchise should aim at providing an education and/or lifestyle focus that caters for either adults, children or for the whole family.
The comprehensive business plan should examine the market segmentation and discuss the business internal and external environmental factors using a SWOT analysis. You will need to design a marketing plan and the organisation structure, including a brief discussion on the legal issues relating to a franchise.
You need to apply a break-even analysis in the financial analysis, including a strategy for capital funding that should be designed in relation to the expected financial returns.
The business plan has to be well written so that Angel Investors might consider investing in your business.
(65 marks)
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Background
Situated across the road from the Singapore Botanic Gardens, the Dempsey Hill heritage site has undergone several transformations since the 1850s. With its redevelopment in 2007, this rustic hideaway surrounded by tranquil and lush greenery is now well-known for its various dining, shopping and entertainment options.
More recently, the adjacent cluster Loewen by Dempsey Hill was expanded into with a focus on education and lifestyle needs to target young families. It aims to add some diversity to the area as an activity destination for adults and young children.
You are considering obtaining a franchise as a way to start a business. An advantage of established franchises is the strong brand-name appeal that is backed by a proven track record. Coupled with the training and guidance provided by the franchisor, you will have a higher chance of success. The Franchising and Licensing Association (FLA) Singapore offers details of the various franchises available in Singapore (www.flasingapore.org).
SECTION B (Total 25 marks)
Prepare a video recording of the presentation of at least 3 minutes but not exceeding 6 minutes. There are two methods for ECA video assignment submission; either Record Media or Upload Media. For Upload Media, please note that your file size should be no more than 500MB and the format is in .mp4. (25 marks)
SECTION C (Total 10 marks)
Prepare a set of PowerPoint presentation upon which the video presentation is based. Please note that the PowerPoint must be converted to PDF before submission to SUSS (Canvas). (10 marks)
