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GCE JUN 2008 : (AS 3) Marketing and Operations Management

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ADVANCED SUBSIDIARY (AS) General Certificate of Education 2008 Business Studies assessing Module 3: Marketing and Operations Management AST31 Assessment Unit AS 3 [AST31] TUESDAY 17 JUNE, AFTERNOON TIME 1 hour. INSTRUCTIONS TO CANDIDATES Write your Centre Number and Candidate Number on the Answer Booklet provided. Answer both questions. INFORMATION FOR CANDIDATES The total mark for this paper is 50. Quality of written communication will be assessed in all questions. Figures in brackets printed down the right-hand side of pages indicate the marks awarded to each question or part question. ADVICE TO CANDIDATES You are advised to take account of the marks for each part question in allocating the available examination time. AST3S8 3849 1 Study the information below and answer the questions that follow. Marketing Strategy Sylvia Reynolds has just been appointed as General Manager of The Laganview Hotel. She has a degree in Hotel and Catering Management and has worked in many different hotels throughout the United Kingdom. Her previous job was as Assistant General Manager at The Bushview Hotel in County Antrim. The Laganview Hotel has been in existence for 40 years and was once the only major hotel in Belfast. This lack of competition had a significant impact on the way that the hotel operated. The Laganview Hotel had a monopoly on quality accommodation in the city and as a result paid little attention to the views of its customers. It followed a mass marketing strategy. In recent years, the directors of The Laganview Hotel have become extremely worried about the future of the business. Revenues have dropped significantly as new hotels have opened up in the area. Additionally, the hotel lost its experienced General Manager to one of these competitors and this resulted in Sylvia s appointment. At her interview for the position of General Manager, Sylvia told the panel that she believed The Laganview Hotel needed to segment its market and follow a niche marketing strategy if it was to survive. She also suggested that the hotel should change from being product orientated to become market orientated, although this may result in additional costs and problems within the business. (a) Explain three ways in which The Laganview Hotel could segment its market. [10] (b) Discuss whether The Laganview Hotel should follow a niche marketing strategy. [15] AST3S8 3849 2 2 Study the information below and answer the questions that follow. Specialisation of Labour / Quality HL Solutions manufactures car trailers. The firm was set up by Harry Long, a farmer, based in County Armagh. Harry decided that he no longer wanted to farm full-time. He decided to rent his land to neighbouring farmers and use some of his outbuildings as workshops in which to manufacture car trailers. Harry had always made trailers for his own use and he prided himself on the quality of his finished products. He advertised his business in the local newspaper and found that there was a demand for custom-made trailers. Customers provided Harry with their requirements and he made the trailers to their specifications. The business grew to a point where he employed 5 manual workers and one full-time administrative assistant. The firm is currently finding difficulty in fulfilling present orders and Harry has decided to double his workforce. Harry wondered whether the time had come to reorganise the production process and introduce a system involving the specialisation of labour. However, he is worried that this might affect the quality of the trailers manufactured. (a) Explain the importance of quality in the production process of HL Solutions. [10] (b) Discuss the advantages and disadvantages of Harry introducing a system involving the specialisation of labour. [15] THIS IS THE END OF THE QUESTION PAPER AST3S8 3849 3 SP (SM) T53479/3

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Additional Info : Gce Business Studies June 2008 Assessment Unit AS 3 Module 3: Marketing and Operations Management
Tags : General Certificate of Education, A Level and AS Level, uk, council for the curriculum examinations and assessment, gce exam papers, gce a level and as level exam papers , gce past questions and answer, gce past question papers, ccea gce past papers, gce ccea past papers

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