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GCE JUN 2007 : (AS 3) Marketing and Operations Management

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ADVANCED SUBSIDIARY (AS) General Certificate of Education 2007 Business Studies assessing Module 3: Marketing and Operations Management AST31 Assessment Unit AS 3 [AST31] THURSDAY 21 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. AST3S7 2843 1 Study the information below and answer the questions that follow. Marketing Mix and Branding Stephen Flynn has recently been made redundant. He had worked as a chef in a restaurant for 12 years and has received a redundancy payment. He has always wanted to open his own business and has decided to use his redundancy payment to pursue his ambition. As a chef, he was aware of the time that it took to make fresh bread and desserts for the restaurant. He recognised that there was an opportunity for a firm to specialise in producing such restaurant quality items and supply them to both local restaurants and shops. Stephen has spoken to Lorraine Clouds, a business adviser at the local enterprise agency, about his idea, and has asked for advice on how he should progress. Lorraine agrees that Stephen s idea is promising. However, she feels that as there are now some firms providing similar products, Stephen needs to pay particular attention to how he will achieve his marketing objectives. She has suggested that he should consider the marketing mix of his proposed firm, as this is particularly important if he is hoping to gain a competitive advantage by focusing on restaurant quality . Additionally, Lorraine has advised Stephen to brand his products and sell them all under the same name. (a) Explain how Stephen might use the marketing mix to gain a competitive advantage. [10] (b) Discuss whether Stephen should brand his products. AST3S7 2843 2 [15] 2 Study the information below and answer the questions that follow. Location of Industry and Just-in-Time Kaarpartz is a manufacturer of car components. It is based in Germany but management are considering expanding its operations and opening a new plant in the United Kingdom. They have looked at various sites throughout England and Wales but have decided that the most suitable location for its operation would be a site located near Belfast. Management are hoping that if the project goes ahead it will be one of the most up-to-date and efficient manufacturing plants in Europe. However, this will require the firm to reorganise its operations. Research into how competitors operate has provided management with information on ways in which Kaarpartz could change its manufacturing systems and increase efficiency. One common technique that competitors use is Just-in-Time production. However, Kaarpartz senior management team are divided as to whether such an approach would work at the proposed new plant in Northern Ireland. (a) Describe the factors that Kaarpartz would have considered when deciding upon a suitable location for their new plant. [10] (b) Discuss whether Kaarpartz should adopt a Just-in-Time manufacturing approach. [15] THIS IS THE END OF THE QUESTION PAPER AST3S7 2843 3 SP (NF) T28126/2

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Additional Info : Gce Business Studies June 2007 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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