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Business Studies · May / June 2022 · Paper 22 · Question 3

0450

As printed in the paper

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  • 3(a)[8]

    Explain one way the information in each chart in Appendix 1 might be useful to TT. Award 1 mark for each appropriate way (maximum of four). Award a maximum of 1 additional mark for each explanation in context. Relevant ways might include:

    Chart 1 – Can estimate the size of the market – as the number of under 5’s in the population is 20m which is quite a large market
    Chart 2 – Higher unemployment increases the availability of potential employees / lower consumer incomes – therefore easier to recruit workers for the new factory / consumers may not be willing to pay a higher price for toys
    Chart 3 – Helps to choose the most suitable channel of distribution in the new country – as the majority of consumers buy their products in specialist toy shops
    Chart 4 – Can know how much competition there is in the market – there are only 3 main companies so easier to check on competitors’ prices For example: TT can estimate the size of the market (1)

    as the research shows that there are 20 million children under 5 in country Z (app). Application can come from information in the charts in Appendix 1 or elsewhere in the case study.

  • 3(b)[12]

    Using Appendix 3 and other information, consider the three applicants for the job of Marketing Manager for country Z. Who is the best applicant for the job? Justify your answer. Level Description Sound application of knowledge and understanding of relevant business concepts using appropriate terminology. Detailed discussion of two or more applicants. Well-justified recommendation. Candidates discussing all three applicants in detail, in context and with a well-justified recommendation including why the alternative applicants were rejected should be rewarded with the top marks in the band. 9–12 Sound application of knowledge and understanding of relevant business concepts using appropriate terminology. Detailed discussion of at least one applicant. Judgement with some justification / some evaluation of choice made. Candidates discussing two or more applicants in detail and applying this to the case should be rewarded with the top marks in the band. 5–8 Limited application of knowledge and understanding of relevant business concepts. Limited ability to discuss the applicants with little/no explanation. Simple judgement with limited justification / limited evaluation of choice made. Candidates outlining all three applicants in context should be rewarded with the top marks in the band. 1–4 No creditable response. Relevant points might include: Benefits Possible drawbacks Labiba

    Well qualified so has the capacity to learn new skills
    Has experience of the job as an Assistant Marketing Manager so will understand what the job involves
    Speaking 2 languages will be suitable to work in another country
    Already works for TT and so will understand the toy products and the way TT works
    TT trains its staff and so will probably be well trained for existing job
    Other TT employees may be more motivated as they see the promotional opportunities within the business – may be less likely to leave
    Experience is as an assistant so she may not have the necessary experience to run a department
    Labiba may find it difficult to settle in country Z
    It may cause jealousy from other employees at TT if Labiba is promoted Shahin
    The best qualified of all the applicants with a degree in business management and therefore might be a quick learner
    Already experienced as a marketing manager and will understand what the role involves
    Is already based in country Z and so will not need to move there – already understands the culture of country Z
    The experience has not been in a toy company and therefore may not understand TT’s market
    No experience of working in large company as has only been working in a small food company Benefits Possible drawbacks Samihah
    Speaks more languages than the other applicants – more likely to be able to speak to employees in country Z
    The most experienced as has worked in a large toy company so will be more familiar with the requirements of a toy company
    Works for a competitor of TT and may bring additional ideas to TT to improve the marketing of the new toy
    Lowest qualified of the three applicants
    Works for a competitor and may have very different working practices – may not fit in well to TT
    Samihah may find it difficult to settle in country Z Recommendation
    Labiba is the best applicant as she already works for TT and TT knows how well Labiba works. Her boss can give an accurate assessment of Labiba’s capabilities, which is likely to be more accurate than outside references. Labiba already understands the toy market and will be better than Shahin who only has experience of a small company. Samihah may not fit into the culture of TT as the competitor may have very different ways of operating.
    Shahin is the best applicant as she is already a marketing manager and is the only applicant already based in country Z. Shahin will have the best understanding of the market in country Z even though their experience is with food and Shahin does not need to move to another country unlike the other two applicants.
    Samihah is the best applicant as she has the most experience of the three, as is already a marketing manager and understands what the role involves, unlike Labiba. Samihah’s experience has been in a large toy company similar to TT and is likely to bring new ideas to the marketing of the new toy.
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