You demonstrate a research strategy using an appropriate mix of information sources with relevance to the Pool Tables/service and context. The primary research instrument is carefully designed and the results presented. You provide adequate analysis of the company, Pool Tables/service and target market. Understanding of situation is clearly better than the basic level. You offer insight into the situation. You demonstrate a research strategy using limited information sources with some relevance to the Pool Tables/service and context. The primary research instrument is used with results partially presented. You provide limited analysis and unimportant information of the company, Pool Tables/service and target market. You draw broad conclusions about the situation only.

Pool Tables, Snooker tables, tables, Billiard Tables, Business. Australia.

STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern picture messaging are easy to conjure up, the benefit of picture messaging remains elusive. We felt that this communication needed to give Pool Tables a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to Pool Tables. A competitive review highlighted that most communication for Pool Tables felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for picture messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of Pool Tables we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.