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GCE JAN 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] MONDAY 22 JANUARY, 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. AST3W7 2842 1 Study the information below and answer the questions that follow. Changes in Demand and International Marketing Roadsure Ltd is a Northern Ireland firm that produces car tyres. These are mainly sold in the United Kingdom although some are also sold in the Republic of Ireland. When the company opened in 1984 they were quite successful as their tyres were relatively cheap compared to existing brands that focused on quality rather than price. However, in recent months senior managers have noticed a fall in sales of their tyres. They are puzzled by this as they have always relied on a policy of selling their tyres at a competitive price and their products are currently the cheapest on the market. It has been suggested that Roadsure Ltd s prices may not be the reason for this fall but that other factors may have caused a decrease in demand for the tyres. The Managing Director of Roadsure Ltd agrees with this assessment. He has suggested that a possible way of compensating for the fall in domestic demand might be to consider marketing the tyres internationally. (a) Explain the factors that might have caused the demand for Roadsure Ltd s tyres to fall. [10] (b) Discuss whether Roadsure Ltd should market its tyres internationally. AST3W7 2842 2 [15] 2 Study the information below and answer the questions that follow. Economies of Scale and Quality Standards SoundsUlike Ltd is a manufacturer of accessories for iPods and MP3 players. The company was formed in 2004 by Glen Matlock in response to the increased popularity of portable music devices. Glen had noticed how demand for such devices was growing and felt that there was a market to produce accessories such as carrying cases and protective sleeves for the players. SoundsUlike Ltd has gone from strength to strength since its formation and demand for its products has risen dramatically. The company has also expanded its product range and now produces items such as earphones and car kits for the iPods and MP3 players. These developments have meant that the company has been able to benefit from economies of scale. SoundsUlike Ltd is not the only organisation that produces these accessories. Glen has noticed an increase in competition and has decided that he may need to consider adopting a quality standard, such as ISO9000, as a way of retaining a competitive advantage over rival firms. (a) Explain the possible economies of scale that SoundsUlike Ltd might have benefited from. [10] (b) Discuss whether SoundsUlike Ltd should adopt a quality standard. THIS IS THE END OF THE QUESTION PAPER AST3W7 2842 3 [15] SP (NF) T33947/1

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Additional Info : Gce Business Studies January 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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