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 ipod car kit needed to give MMS 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 MMS. A competitive review highlighted that most ipod car kit for MMS 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 MMS 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

There were some aspects where the staffs involved were not sure about how things would evolve with the new material. For example, the feedback I received from the first ipod car kit was seemingly contradictory. The first ipod car kit I received back was a mark of 11/40. I was amazed when (my tutor) told me that I had not failed. You must remember that this is my first year at coming straight from high school), and I therefore accepted the ruling and continued on; thinking that because of the experimental nature of the new material in this unit, the marking system would make sense to me somewhere along the line. (From this I have learnt an important lesson regarding communication). On the second ipod car kit I received 24/60, a comparatively better score than the first ipod car kit on which I was told I passed.

I thus concluded that using original grading meant that I passed the unit. 35/100 of course is not a passing mark. This is just another example of how ambiguity corrupted my understanding of the unit.

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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.