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Business Studies · May / June 2016 · Paper 21 · Question 4

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  • 4(a)[8]

    Identify and explain four factors Rosa and Eduardo should consider when choosing larger premises [8]

    Application [4 × 1] award one application mark for each factor (maximum of 4) Analysis [4 × 1] award one mark for an explanation of each factor (maximum of 4) Award one mark for each relevant factor (maximum of four), such as:

    Size of premises available
    Cost of premises
    Condition of the buildings
    Car parking available for patients
    Security of the area
    Access by public transport
    Easy access by roads
    Close to existing patients
    Retention of existing dentists/employees
    Other dental clinics in the area
    Nature of the surrounding businesses. Do not reward good access for suppliers and wage levels of workers in the area. Award a maximum of one additional mark for each explanation – 2 of which must be applied to this context – of the factor. Indicative response: Parking available for patients [ap] because if there is not sufficient parking available for patients to use then they may prefer to go to alternative dental clinics for treatment and DDC may lose these patients [an]. Possible application marks: largest dentist clinics in the country;

    employs 8 dentists, 10 assistants, 3 receptionists, 1 general manager for the clinic;

    reputation for high quality treatments;

    private patients;

    Government-owned dentist clinics;

    job vacancies for dentists and assistants;

    information from Appendix 1 and 2. There may be other examples in context which have not been included here.

  • 4(b)[12]

    When DDC has moved to new premises, Rosa and Eduardo plan to use promotional methods to attract more patients. Consider each of the following promotional methods. Recommend which one you think they should choose. Justify your answer. [12]

    Relevant points might include: Advertising on a website

    Cheap form of advertising
    May/may not be seen by many people National newspaper
    Expensive
    Target population may not read newspapers
    Reaches a large number of people Money-off coupons
    Negative publicity – if associated with poor quality treatment
    Encourages people to try the dental clinic Knowledge/Analysis/Evaluation – award up to ten marks using the levels-based mark scheme below. Knowledge/Analysis/Evaluation Level 3 At least 2 × Level 2 + 9–10 marks for well justified recommendation as to the best method of promotion to use rather than the alternatives. 7–8 marks for some limited judgement shown in recommendation as to the best method of promotion to use. Level 2 4–6 marks Detailed discussion of the advantages and/or disadvantages of each method. Level 1 1–3 marks Outline of the advantages and/or disadvantages of each method. Level 1 One mark for each L1 statement (max of 3 marks) e.g. Advertising on a website is a relatively cheap form of advertising. Level 2 Four marks for the first L2 answer and then one extra mark for each additional L2 answer up to maximum of six marks. E.g. Advertising on a website is a relatively cheap form of advertising but it may be expensive to set-up in the first place if Rosa or Eduardo do not know how to do this. Also maintenance will be required to keep the website up-to-date. The website can show examples of dental treatment which shows white perfect teeth. This will encourage people to become patients at the clinic so they can benefit from the treatments shown on the website. (Four marks for L2 answer + 1 application mark for including reference to teeth whitening and dental treatment.) Level 3 For L3 to be awarded there needs to be at least two L2 marks awarded and then a recommendation which justifies which is the best method to choose. Award up to two additional marks for relevant application. Possible application marks: qualified dentists;

    business set-up 10 years ago in country X;

    largest dentist clinics in the country;

    employs 8 dentists;

    reputation for high quality treatments;

    private patients;

    3 months to pay for treatment;

    offer teeth whitening;

    increasing number of Government-owned dentist clinics;

    information from Appendix 1 and 2. There may be other examples in context which have not been included here.

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