Survival guide to AS Business Paper 1 to maximise your marks and

achieve your full potential in Cambridge International Business A-level.

AS Business Paper 1 Overview

AS Business Paper 1 is the junior partner with only 40% of marks for your AS
compared to senior partner, Paper 2. But in many ways it’s more challenging
than Paper 2. You must be strategic in your questions choices and there are
much longer essays, so greater danger of going off in the wrong direction and
losing marks.

Many higher ability students come unstuck by bad exam technique, but also
students with more limited ability, achieve top grades because of smart exam
strategy.

The good news is that paper 1 always has the same structure and types of
questions, if you master the correct exam technique and prepare thoroughly you
can walk into the exam confident and ready for anything the examiner will throw
at you.

You are advised to spend no more than 35 mins on the short answer questions in
section A, so that leaves 40 mins for the essay questions section B.

Relatively, that’s a lot of time. When you take out reading time, you are given the
same time to do your essay question in section B of paper 1 as you will have to
get through all of the questions in one case study on paper.

However, time can still get away from you – so stick to a maximum of 2 minutes
per mark, and try to get through the short answer questions quickly so you aren’t
short of time in the section B essay questions.

How to answer (A) questions

(a) 2 mark Short Answer Questions
Part A questions are short definition questions. For example product life cycle.
We need two knowledge points to secure both marks. An example of this is
pattern of sales and steps from launch to withdrawal but you could use any of
these knowledge points.

1 (a) Define the term ‘Product Life Cycle’. [2]

 The pattern of sales recorded by a product. Steps from launch to withdrawal from the market
The key is to have two clear different points to avoid repetition. It helps to have a
definition for each key concept.

(b) 3 mark Short Answer Questions

For questions in part B, you need two sound explanations, in this case of how to
extend product life cycle. So give your first point and then add a relevant
example to show clear understanding and secure the points.

1 (b) Explain two ways a business could extend a product’s life cycle. [3]

relaunching the product with a promotional campaign

e.g Old Spice relaunching with a humorous marketing campaign to attract younger consumers

adding value by including more features, e.g. adding extra

memory to the specificatioin of a smartphone.
For your first clearly explained extension strategy we get two points, but to
secure all 3 points you need another relevant knowledge point. Again, make sure
you avoid repetition and choose two points which are clearly different.

This combination of 2 and 3 mark questions is repeated 3 times, but you will also
get one 5 mark knowledge question.

5 mark Short Answer Questions

In 5 mark questions you usually have to explain the importance of a business
concept, often in a specific context.

Explain how better management of trade receivables and trade payables can improve cash flow. [5]

Trade receivables are debts a business is waiting to receive from customers who have bought goods on credit
Better management of credit control encourages customers to pay for their goods and services more promptly
this will bring money into the business more quickly and so improve cash inflow, therefore improving overall c
flow.

Trade payables are amounts owed to a supplier for goods or services bought on credit and who have not yet b
paid.

Better management of trade payables means a business can delay the payment of its trade payables so will ke
 money in the business for longer, reducing cash outflow, therefore improving overall cash flow.
For example, you may need to explain how the better management of both trade
payables and trade receivables can improve cash flow. In order to secure all 5
marks, you must effectively explain both factors.

So we start by defining trade receivables, and then explain how better

management of trade receivables can lead to improved cash flow.

Then trade payables, and then explain how better management of trade
payables can lead to improved cash flow.

It’s important to stay focused on the question, so you can repeat the question
stem, to make sure your answer precisely gives the examiner what they are
looking for, and you get all of the marks.

That is the short answer questions done, now it’s time for some exam strategy
when choosing essay questions in section B.

Section B Exam Strategy

In Section B you have a choice of three possible questions. Take your time, read
ALL of the questions and both parts A) and B).

Don’t dive in without checking! If you don’t look, part B might give you a nasty
surprise.

You might be an expert on measuring business size, but have no clue about
what an accountancy business is.

I generally advise against 20 mark questions unless you are really confident
writing long essays. It takes a lot of skill to write an extended essay and keep
every paragraph focused on the question. You are also not diversifying the risk or
“putting all your eggs in one basket” to borrow the cliché.

Many students have a short attention span, so unless the essay question is
something you are really passionate about, it’s easier to go for the 2 part
question option. Remember you are going to be writing this answer for 40 mins!
There are always students who try to answer all of the questions, believe it or
not. Please don’t do this. It’s not good for anybody! In this situation, the examiner
has to mark all three and credit the student with the answer with the most marks.
And more importantly, as students will only have spent a third of the time on each
question their scores will be considerably lower than just picking one question.

8 Mark Analysis Questions

Unlike paper 2 it’s not specified how many paragraphs you must complete, but
from the exemplars provided by Cambridge we can see for A) questions you
should be aiming for 3 paragraphs with chains of analysis.

If you need to develop your chain of analysis skills, we’ve got a blog that would
help you with this.

Let’s look at an example for the benefits of motivating employees. Start with the
knowledge point, then explain and apply to the business. Although it’s not strictly
necessary as this question doesn’t mention a specific business, I like to put in an
example as it shows the examiner your understanding and makes it easier to
explain your point. Finish by taking the analysis one step further.

Remember to include connectives – because, leads to, therefore, so that, as a

result, consequently. It shows the examiner you are using analysis or taking
analysis one step further.

No need for evaluation in this question – that’s coming up next in the b 12 mark
question guide.

12 Mark Evaluation Questions

The b 12 mark question is an analysis question plus evaluation. Or to put it
simply it’s important but it depends questions.

Plan your answer before you begin. The question points you to including two
points of view, so make sure you include both for a balanced answer. Aim for two
chains of analysis for and against. It’s important to have balance, and show you
understand both sides of the discussion.

An easier structure to remember might be: It’s important because, and because
of this but it depends on this and on this, then finish with an evaluative Comment
on what is most important.
In this question we will aim for two points on why salary is the best payment
method for motivating employees of a shoe retailer.
Then two reasons why a salary is may not be the most effective payment method
for motivating employees of a shoe retailer. Work through the chain of analysis in
each paragraph.

To secure the evaluation marks you need a reasoned recommendation in

context. Check out this blog on evaluation. It is the most challenging skill, so I
won’t go into it too much detail here.

The key is to move beyond analysis and make substantiated judgements or

recommendations. Remember to focus on the question to ensure you answer is
in context, but you can also evaluate by explaining how your judgement will
depend on other important factors.

In this example, I have evaluated by explaining the most important factor in

motivating employees will depend on the individual, as all employees have
individual needs. Salary is important but must be part of a package of different
financial rewards to ensure all employees are motivated and perform to their full
potential.

Commons traps to avoid in evaluation are writing a summary of what you have
written earlier in the essay, or basing your answer on opinions rather than
reasoned argument or evidence.

Section A Short Answer Questions Paper 1 AS

Table Of Contents
1. Section A (a) 2 marks
2. Section A (b) 3 marks
3. Section A 5 mark question
Section A (a) 2 marks
% Final Grade
⏰ Timing ▶ Command Word (3 x Section A(a) qs)

4 mins Define 6%

Structure
There are usually 3 Section A (a) questions on paper 1, and 2 marks for each one so that’s
6 marks in total or 15% of the total marks for the paper.

In AS paper 1 you’ve got nearly 2 minutes per mark so spend 4 minutes on part (a).

The command word is “define” so we need a clear definition of the key term which
shows sound knowledge and understanding.

Finish by adding an example. This could be another opportunity to show knowledge and
understanding, and will make sure we secure both knowledge marks.

⭐⭐⭐Pro Tip – Learn Definitions⭐⭐⭐

For definition questions, it’s helpful to learn a clear and concise definition for each of
the keywords on the syllabus. Remember to follow up with an example to show sound
understanding of the term.
✍🏽 Exemplar Question and Solution 💡
(a) Define the term ‘customer (market) orientation’. [2]

A business researches a market to find out the needs and wants of consumers, then develops and produces go
services to fulfil these needs and wants.
For example, a video games company finds that consumers want a skateboarding game so produces that kind

Section A (b) 3 marks

% Final Grade
⏰ Timing ▶ Command Word (3 x Section A(b) qs)

6 mins Explain 9%

Structure
There are usually three (b) questions on paper 1, so that’s 9 marks in total or 22.5% of the
total marks for the paper.

In AS paper 1 there are nearly two minutes per mark so spend six minutes on part (b).

For Section A (b) questions, we need knowledge followed by developed application.

To secure both the application marks we must:

1. Show a clear outcome of the benefit or disadvantage in a business context

2. .Follow with a further consequence.
⭐⭐⭐Pro Tip – Keep Knowledge Clear⭐⭐⭐
Make sure to state a clear benefit or disadvantage. Marks for developed application can
only be secured after a knowledge mark has been awarded. Sometimes students focus on
explaining the benefit or disadvantage and don’t clearly state what the benefit or
disadvantage is. Without a relevant knowledge point we will not score any marks on this
question.

✍🏽 Exemplar Question and Solution 💡

In the following example we score the knowledge mark for identifying a benefit of
workforce planning: “analyse the skills shortage among employees”.
We apply by explaining the benefit to the business: “allow the business to recruit
workers with the skills the business needs”
We develop the application by explaining the an impact or outcome of the benefit: “avoid
skills shortages that may disappoint customers or give competitors an advantage.“
If you have time it can be helpful to add an example to secure the marks: “a web
design company may have a shortage of skills in a new type of software for smartphones.
”
2 (b) Explain one benefit to a business of workforce planning. [3]
 By using workforce planning a business can analyse the skills shortage among employees.

This will allow the business to recruit workers with the skills the business needs, and avoid skills shortages tha
disappoint customers or give competitors an advantage.
For example, a web design company may have a shortage of skills in a new type of software for smartphones.

Section A 5 mark question

⏰ Timing ▶ Command Word % Final Grade

10 mins Explain 5%

Structure

There is usually just one 5 mark question on paper 1, so that’s 12.5% of the total marks
for the paper.

In AS paper 1 you’ve got nearly 2 minutes per mark so spend 10 minutes on part (b).

As there is only one 5 mark question to complete in AS Business, it can be easy to forget
how to structure your answer. However, the 5 mark question is essentially one chain of
analysis, with a knowledge point, followed by developed application and developed
analysis. You can find out more about chains of analysis in our Analysis Guide.
As there are two extra marks compared to three mark questions we must make sure the
context is clear. This can be achieved by using relevant examples.

⭐⭐⭐Pro Tip – Quality not Quantity⭐⭐⭐

 Only one knowledge point is required but we must develop our application and analysis
to secure all five marks. Make sure you take your analysis one step further to score
developed analysis.
✍🏽 Exemplar Question and Solution 💡
We start with our knowledge point – one reason the triple bottom line with influence the
activities of a business: “objectives not just based on profit, but also on social and
environmental objectives.“
We apply by showing how a businesses “may judge its performance on achieving
environmental objectives” and develop further by explaining using the example of an
airline business reducing CO2 emissions.

We analyse by adding the outcome “improve the corporate culture”.

We develop the analysis by explaining the impact “enhanced productive relationships

between stakeholders” and “reducing potential conflict”.

4. Analyse one way in which the triple bottom line may influence the activities of a business. [5]

Triple bottom line (TBL) means business objectives not just based on profit, but also on social and environmen
objectives.

A business may judge its performance on achieving environmental objectives in addition to profit. For example
airline business may reach its target for reducing CO2 emissions. Therefore, it will have achieved profit while a
considering the impact of its activities on the environment.

By adopting TBL the business could significantly improve the corporate culture. This will lead to enhanced pro
relationships between all stakeholders including customers, business leaders, employees and the local commu
reduce the potential conflict in business activities with these stakeholders.
 (a) Analysis 8 mark Paper 1 AS

 A-level Question Guides

 A-level Exam Practice
 A-level Solutions
 A-level Index
 AS Skills Course
Table Of Contents
1. Overview
2. Structure
3. ⭐⭐⭐Pro Tip – Depth of Analysis⭐⭐⭐
4. ✍🏽 Exemplar Question and Solution 💡
Overview
⏰ Timing ▶ Command Word % Final Grade

16 mins Analyse 8%

Structure
There is one 8-mark analysis question on paper 1 to answer, so that’s 20% of the total
marks for the paper.

In AS paper 1 you’ve got nearly 2 minutes per mark so spend 16 minutes on the 8 mark
question.

This question is split up into two marks for knowledge, two marks for application and
four marks for analysis.

The recommended structure is two chains of analysis focused on the context of the
question. The command word is ‘analyse’ , therefore an evaluative conclusion is not
required.
Remember, to secure all the analysis points we must clearly
connect causes, consequences and outcomes. In the example below we show
the consequences of small businesses growing into the large corporations with
the outcome of generating additional tax revenue that can be used to finance further
government support to encourage future entrepreneurs.
⭐⭐⭐Pro Tip – Depth of Analysis⭐⭐⭐
There are 4 marks for analysis on this question and just 2 for knowledge so aim for depth
of analysis rather than explaining every possible knowledge point.

If you have time at the end of the exam it can be helpful to re-read and review your
answer, to ensure each paragraph has developed analysis.

✍🏽 Exemplar Question and Solution 💡

It can be useful to start by showing the examiner what we mean by a small business:
“having fewer than 50 employees or turnover of up to €10 million.”
We then give our first reason why small businesses impact the development of a
country: “Nearly, all businesses start small. but some grow into highly profitable
multinational companies.”
We apply by giving an example of a business that started small but grew
significantly: “Amazon started in 1995 in a garage selling books online, today it is a
multibillion, multinational company. “
Remember, to secure all the analysis points we must clearly
connect causes, consequences and outcomes.
We score analysis by showing the consequences of small businesses growing into the
large corporations “in this way small business may be the building blocks for future large
businesses”.
Then developed analysis with the outcome: “generating additional tax revenue that can
be used to finance further government support to encourage future entrepreneurs.”
We follow the same process with the second chain of analysis examining the impact of
small business innovation on the development of a country.

(a) Analyse the impact of small businesses on the development of a country. [8]

The EU defines small business as either having fewer than 50 employees or turnover of up to €10 milli

Nearly, all businesses start small. Amazon started in 1995 in a garage selling books online with a start up ca
$250,000. Today it is a multibillion, multinational company. In this way small business may be the building b
future large businesses and become significant players in national and international markets.

This means they can have a huge impact in the economic development of a country by generating additional t
that can be used to finance further government support to encourage future entrepreneurs.

Small business can be more innovative. Facebook started in 2003 as a small business set up by a college stu
creating new ideas about how people interact socially in an innovative digital platform it grew to be a hug
company. This not only inspired tech entrepreneurs to innovate in the USA but Facebook as continued to be
the research and development of new software and apps, like it’s move into Cryptocurrency in 2019

This has a huge impact on the technological and innovative development of a country.

ADDITIONAL CHAIN OF ANALYSIS

Small businesses Reducing unemployment. For example in India small and medium-sized businesses emplo
40% if the workforce. This means a huge number of people are employed and working productively as a resu
 business activity. Without small businesses these people would be unemployed and a drain on the resour
developing countries.

As a result workforce employed by small businesses have salaries to spend in the local economy, further in
economic growth and development.

b) 12 mark Section B AS

 A-level Question Guides

 A-level Exam Practice
 A-level Solutions
 A-level Index
 AS Skills Course
Table Of Contents
1. Overview
2. Structure
3. ⭐⭐⭐Pro Tip – Add Evaluative Comments Throughout⭐⭐⭐
4. ✍🏽 Exemplar Question and Solution 💡
Overview
 ⏰ Timing ▶ Command Word % Final Grade

24 mins Evaluate 12 %

Structure

There is one 12-mark (b) question on paper 1 section B, so that’s over 30% of
the total marks for the paper or 12% of your final AS grade.

We’ve got nearly 25 minutes for this question, almost 7 minutes more than the
similar (d) evaluation questions in paper 2.

The command word is ‘evaluate’. Usually, the question leads us to consider

arguments for or against a viewpoint before reaching a final decision. Therefore,
aim for at least one fully developed chain of analysis FOR and one AGAINST the
view in the question. This will lead us logically to an evaluation where we can
make our final judgement in context.

As there are 6 marks for evaluation in this question, a useful strategy is to add an
evaluative comment at the end of each chain of analysis. This means we can
score evaluation points throughout the essay in addition to the final paragraph.
As you have 25 mins for this question you can include another chains of analysis,
but make sure to leave enough time for an effective evaluation developed in
context.

A useful strategy is to make a plan of our answer. Think through all the different
possible points for and against, then include the points we can analyse in detail
before adding evaluative comments.

⭐⭐⭐Pro Tip – Add Evaluative Comments Throughout⭐⭐⭐

To ensure 6 marks for evaluation in this question, add an evaluative comment at
the end of each chain of analysis. This means we can score evaluation points
throughout the essay in addition to the final paragraph.

✍🏽 Exemplar Question and Solution 💡

(b) “Promotion is the most important element of the marketing mix for an internet banking service”
Evaluate this view. [12]

Promotion refers to all types of marketing communication and is important for an internet banking service for
retaining existing customers, finding new customers and increasing revenues with existing customers.
For example, an internet bank could target car loans to younger customers with a high income but low savings
investment accounts to customers with high savings. They can also use email, social media like Instagram or th
app to target different customers and try and gain new customers.
Effective targeted promotion will allow an internet banking service to use the data of customers to target thei
promotion much more accurately and effectively.
This means that they can build customer loyalty by being responsive to customers needs and increase the reve
from each customer, leading to higher profit margins.
However, the importance of promotion will depend on whether the banking service is established or about to
launch. A newly launched banking service will rely on promotion to acquire new customers, an established ser
may focus on improving their product offering or consolidating market share.

However, place / convenience – will also be an important element of the marketing mix for an online bank as i
allows customers to manage their account wherever they are.
A key selling point will be that customers can use a laptop, tablet or phone to access their accounts. Instead of
having to go to a brick-and-mortar bank, they can do their banking virtually.
As the banking app will be the experience most customers associate with the bank as there is no physcial build
like an ordinary bank,
this will mean they will continually need to monitor customer use of the banking app to ensure customers hav
positive experience and customers are supported through online customer service effectively. Regardless of h
easy to use, the internet banking service may not be easy to access for all customers. They may not be able to
elderly customers or less tech-savvy customers who find it difficult to shift online after years of banking in trad
high street banks.

Promotion/communication with the customer is most important if the internet banking service is to survive in
competitive market.
Successful promotion will mean the banking service can keep its existing customers and add value through add
services if it communicates effectively and has exemplary customer service.
As the functionality of most banking services is similar the “place” element is less important, indeed promotio
be required to differentiate the banking service from competitors
Promotion must complement the other parts of the marketing mix to ensure balance. The bank must ensure it
are comparable to competitors, and ensure the “place” or internet banking app is always operational so the
promotional message matches the customer experience.
 a)(i) Paper 2 Question Guide

 A-level Question Guides

 A-level Exam Practice
 A-level Solutions
 A-level Index
 AS Skills Course
Table Of Contents
1. Structure
2. ⭐⭐⭐Pro Tip – Clear and Concise⭐⭐⭐
3. ✍🏽 Exemplar Question and Solution 💡
⏰ Timing ▶ Command Word % Final Grade

2%
1.5 mins Identify (2 on Paper 2)

Structure
There are two (a)(i) questions on paper 2, 2% of your final AS grade.

In AS paper 2 you’ve got 1 and a half minutes per mark so spend just 90
seconds on (a)(i).

⭐⭐⭐Pro Tip – Clear and Concise⭐⭐⭐

Keep your responses clear and concise so you can complete the answer quickly.
As there is only one mark available for this question, there is a risk of spending
too much time on (a)(i) and not spending enough time on higher mark questions
later in paper 2.

✍🏽 Exemplar Question and Solution 💡

In this example we concisely give one benefit for a business of a unique selling
point: “Differentiates it from competitors.”

(a) (ii) Identify one benefit for a business of a unique selling point (USP). [1]

Differentiates it from competitors.

 Paper 2 Question Guide

 A-level Question Guides

 A-level Exam Practice
 A-level Solutions
 A-level Index
 AS Skills Course
Table Of Contents
1. Overview
2. Structure
3. ⭐⭐⭐Pro Tip – Time Management⭐⭐⭐
4. ✍🏽 Exemplar Question and Solution 💡
Overview
⏰ Timing ▶ Command Word % Final Grade

6%
4.5 mins Explain (2 on Paper 2)

Structure
There are two (a)(i) questions on paper 2, 6% of your final AS grade.

The command word is ‘explain’, to secure all the marks we need one knowledge point
followed by developed application.
We don’t need to refer to the case study as there is no reference to the case study in the
question. We secure the marks for developed application by applying to businesses
generally.

⭐⭐⭐Pro Tip – Time Management⭐⭐⭐

There is just one point for knowledge so don’t spend too long defining the term. This will
mean we have enough time left to gain the two application marks.
✍🏽 Exemplar Question and Solution 💡
In this example we score the knowledge point by defining the business plan: “A
document that sets out the objectives and strategies of a business.”
Then apply by explaining a use of the business plan: “Often written by entrepreneurs
before starting up a business”
Then explain the impact: “to encourage investors to support the business.”

(a) Explain the term ‘business plan’ . [3]

A document that sets out the objectives and strategies of a business.

Often written by entrepreneurs before starting up a business to encourage investors to support the busine
 Prev
Calculation Paper 2 Question Guide AS

 A-level Question Guides

 A-level Exam Practice
 A-level Solutions
 A-level Index
 AS Skills Course
Table Of Contents
1. Overview
2. ⭐⭐⭐Pro Tip – Write the Formula or Ratio⭐⭐⭐
3. ✍🏽 Exemplar Question and Solution 💡
Overview
⏰ Timing ▶ Command Word % Final Grade

6%
4.5 mins Calculate (2 on Paper 2)
There are two (b)(i) questions on paper 2, 6% of your final AS grade. The command
word is ‘calculate’.
There are roughly 1.5 mins per mark on paper 2 so allocate 4.5 minutes to answer this
question.

⭐⭐⭐Pro Tip – Write the Formula or Ratio⭐⭐⭐

Write down the formula to guide through the calculation. Students are awarded a mark
for the correct formula even if they get the rest of the answer wrong. Furthermore, it will
help find the correct figures to input into the calculation.

✍🏽 Exemplar Question and Solution 💡

(b) (i) Refer to Table 1.1. Calculate the rate of labour turnover for department A in 2020. [3]

Number of employees who left

Total number of employees
×100

1370
8500
x 100

=16%
 (b)(ii) Paper 2 Question Guide AS

 A-level Question Guides

 A-level Exam Practice
 A-level Solutions
 A-level Index
 AS Skills Course
Table Of Contents
1. Overview
2. Structure
3. ⭐⭐⭐Pro Tip – Clear and Concise⭐⭐⭐
4. ✍🏽 Exemplar Question and Solution 💡
Overview
⏰ Timing ▶ Command Word % Final Grade

6%
4.5 mins Explain (2 on Paper 2)

Structure
There are two (b)(i) questions on paper 2, 6% of your final AS grade. The command
word is ‘explain’.
There are roughly 1.5 mins per mark on paper 2 so allocate 4.5 minutes to answer this
question.

A knowledge point followed by developed application is required in order to secure all 3

marks.

We can secure developed application by applying our response to the relevant context in
the case study. In our example below we apply the consequences of higher labour
turnover to RHZ.

⭐⭐⭐Pro Tip – Clear and Concise⭐⭐⭐

Strictly follow the recommended answer structure to stay within your time limit. There
will be plenty of opportunity for analysis and developed analysis later in the paper.

✍🏽 Exemplar Question and Solution 💡

In the following example we score the knowledge mark for identifying a disadvantage of
high labour turnover: “Increase recruitment costs.“
We apply by explaining the impact of the disadvantage to RHZ: “have to employ
workers to replace those highly skilled employees that leave”
We develop the application by explaining an impact or outcome of the disadvantage: “As
RHZ requires highly skilled employees these employees maybe difficult to find and push
recruitment costs even higher.“

(b) (ii) Explain one disadvantage for RHZ of having high labour turnover. [3]

Increase recruitment costs.

RHZ will have to employ workers to replace those employees that leave which will add to costs for advertising
and training the new employees.
 As RHZ requires highly skilled employees these employees maybe difficult to find and push recruitment costs e
higher.

Table Of Contents AS P2 8 marks

1. Overview
2. Structure
3. ⭐⭐⭐Pro Tip – Developed Analysis⭐⭐⭐
4. ✍🏽 Exemplar Question and Solution 💡
Overview
⏰ Timing ▶ Command Word % Final Grade

16 %
12 mins Analyse (2 on Paper 2)

Structure

There are two 8 mark analysis questions on paper 2, so that’s over a quarter of
the total marks for the paper or 16% of your final AS grade.

To secure all of the marks we must build 2 chains of analysis, with a knowledge
point, applied to the business in the case study, followed by analysis and
DEVELOPED analysis.

⭐⭐⭐Pro Tip – Developed Analysis⭐⭐⭐

 If you have time at the end of the exam it can be helpful to re-read and review
your answer, to ensure each paragraph has secured marks for developed
analysis.

✍🏽 Exemplar Question and Solution 💡

We start with our first promotional method F5G could use to gain new
customers: “TV advertising.“
We apply to F5G: “stimulate interest in upgrading to F5G across the whole
country. “
Remember, to secure all the analysis points we must clearly
connect causes, consequences and outcomes.
We score analysis by showing an impact of TV advertising “the potential
audience is large and price per customer is low”.
Then developed analysis with the outcome: “so their message can reach many
new customers“
We follow the same process with the second chain of analysis examining the
second promotional method F5G can use to gain new customers.

(c) Analyse two promotional methods which F5G could use to gain new customers. [8]

TV advertising. 30-second commercials can highlight the benefits of 5G coverage which can stimulate interest i
upgrading to F5G across the whole country. Although, TV advertising is expensive the reach is large and price
customer is low, so their message can reach many new customers.

Leaflets. Can target areas with 5G coverage, so ineligible consumers aren’t targeted. This means the marketing
will be more cost-effective. Therefore, F5G can focus their marketing directly on the consumers who can access
services and are most likely to switch to F5G, leading to more new customers.

Table Of Contents AS P2 12marks

1. Overview
2. Structure
3. ⭐⭐⭐Pro Tip – Supported Judgments for Evaluation⭐⭐⭐
4. ✍🏽 Exemplar Question and Solution 💡
Overview
⏰ Timing ▶ Command Word % Final Grade

22 %
16 mins Evaluate/Recommend (2 on Paper 2)

Structure
There are two 12 mark (d) questions on paper 2, so that’s 40% of the total marks
for the paper, or 24% of your final AS grade.

The command word is evaluate.

To secure all the marks we must reach a reasoned judgement focused on the
business issue in the case study.

Therefore, the most effective structure is two chains of analysis examining two
alternatives followed by an effective evaluation.

50% of the marks in this question are allocated to evaluation so we want to

quickly score marks for developed knowledge, application and analysis and to
leave enough time to secure all of the evaluation marks.

It can be challenging to score all of 6 marks for evaluation in this question. A

useful strategy is to add an evaluative comment at the end of each chain of
analysis. An ‘A*’ response evaluates each argument as it is made in addition to
an evaluation at the end of the response. This means we can score evaluation
points throughout the essay in addition to the final paragraph.

Creating a brief plan can be highly beneficial in 12 mark paper 2 questions. Think
through the different possible points for and against, then include the points we
can analyse in detail before adding evaluative comments.

⭐⭐⭐Pro Tip – Supported Judgments for Evaluation⭐⭐⭐

The examiner is looking for supported judgments, so we make our decision
based on the information in the case study and business concepts. Remember,
there is no right or wrong decision in evaluation. You can choose either option as
long as you justify your decision using a reasoned argument based on the
information in the case study.

✍🏽 Exemplar Question and Solution 💡

(d) Recommend changes EMB could make to its marketing mix to achieve its growth objective [12]

One change EMB could make is to use price penetration. This is because EMB first launched its motorbikes usi
skimming but sales growth was slow. With sales growth forecast to grow over the next 5 years, price penetratio
help EMB take advantage of this increase in demand and achieve its objective of a 40% increase in sales volum
However, price penetration may be a high cost marketing strategy, as there will be considerable lost revenue co
other pricing strategies.

Promote electric motorbikes to all income groups. Currently, EMB promotes to high-income groups. If EMB ef
promotes to other groups it will widen its market and establish the company as a brand leader in this market. Th
the company can achieve financial security and reinvest profits in developing a larger product portfolio of electr
However, by promoting to all income groups EMB may appear less exclusive in the eyes of it’s customers and r
deterioration of the brand image.

Wider promotion is the most important change to make, as it will mean EMB can achieve the growth objective
enlarging the customer base and sales. It also fits with designing a wider product portfolio to appeal to more inc
groups. However, price penetration may be useful as the pricing strategy will have to be reviewed as part of pro
other consumers.