Page 203 - Cambridge IGCSE Business Studies

Exam-style case study

The CEO is aware of the problems Teen Fashions might face 3 a Identify and explain two benefi ts to Teen
when entering this new market, but feels that, with careful Fashions of the Marketing Manager carrying
planning, these can be overcome. out market research for Option 1.
1 a Identify and explain two benefi ts to Teen Benefi t 1:
Fashions of having a ‘strong brand image’.
Explanation:
Benefi t 1:
Benefi t 2:
Explanation:
Explanation:
Benefi t 2:
[8]
Explanation:
b The Board of Directors has agreed that Teen
[8] Fashions needs to expand the business.
Consider Option 1 and Option 2 and
b What do you consider to be the most
recommend which of these two options
important factors to infl uence the demand for
it should choose. Justify your answer.
Teen Fashions? Justify your answer. [12]
Consideration of Option 1:
2 a Identify and explain one advantage and one
disadvantage to Teen Fashions of its current Consideration of Option 2:
channel of distribution shown in Appendix 1. Recommendation:
Advantage: [12] 201

Explanation:
4 a Identify and explain two methods of
Disadvantage: promotion Teen Fashions might use if it
choose Option 1 to expand the business.
Explanation:
Method 1:
[8]
Explanation:
b The Marketing Director and Operations Director
disagree about the benefi ts of e-commerce to Method 2:
Teen Fashions. Consider their views and
Explanation:
recommend whether or not Teen Fashions
should develop e-commerce activities. Justify [8]
your answer. b How important will price be to the success
of Option 1? Justify your answer.
Marketing Director’s view:
[12]
Operations Director’s view:
Recommendation:
Total available marks 80
[12]