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Unformatted text preview: a different pricing strategy (skimming)
from their competitors (penetration). This was further explained by the likely high level of
customer loyalty. A few candidates made the mistake of thinking that a higher price for an
elastic product meant higher profits rather than revenues. Many candidates found difficulty in contextualising their answer providing very general answers on
the role of HRM rather than addressing the specific HRM issues facing CC. A significant number of
other answers ignored the HRM dimension to the question. Good answers attempted to compare
the home work force with a likely work force in the overseas location, and how such issues could
be addressed by HRM. These issues included likely skills levels plus the need for training in such
an industry, language and cultural issues, pay levels and organisational problems. The best
answers tried to address these problems in terms of retaining the HRM strengths of the existing
business including a strong family atmosphere, loyal work force and an ethical approach, and
attempted to prioritise the difficulties. 5 © UCLES 2008 9707 Business Studies November 2008 (d) This question was the least well done on the paper. In part this is a reflection of the fact that it is
the last question. Strong answers looked at the balance between behaving ethically (usp, positive
impact on customers, employees, the community etc.) and the added costs (negative impact on
prices, competitiveness etc.). The best answers attempted to determine whether the benefits were
likely to outweigh the costs and often focused on the link between behaving ethically and gaining
customer loyalty. A very small number of candidates confused “ethics” with “ethnics”. A common
mistake was to confuse ethical behaviour with compliance with legal requirements. Candidates
should be clear that ethics is a matter of internal decision (a business can chose whether or not to
behave ethically) whereas the law is an external constraint on all businesses. 6 © UCLES 2008 9707 Business Studies November 2008 BUSINESS STUDIES
Case Study General comments
The text and the appendices of this case study paper proved to be very accessible. There were very few
problems with misunderstanding the basic issues contained in the text and the quantitative data was
effectively used in a good proportion of scripts. There was little evidence of major time constraints even
though there is a considerable quantity of written text and numerical data for candidates to read and
assimilate. In fact, time management was often of a high standard with very few candidates failing to reach
Section B or giving a rushed “bullet point” type answer to the essay question.
There were very few examples of candidates misunderstanding the demands of the questions either which
suggests that they were clearly worded. This does not mean that all of the answers were very good or were
all well focused but the number of answers that seemed to be attempted responses to completely different
questions were few and far between.
Variations between candidates’ responses fro...
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This document was uploaded on 11/18/2013.
- Fall '13