Accord

1) Define all the highlighted terms:

2)Explain advantages & disadvantages of being a brand leader.

3) Explain disadvantages of NOT being a brand leader.

4)Start up businesses, reasons to start up a business, difficulties. Small vs big businesses.

5) Discuss why “health benefits and costs are controversial” referring to energy drinks (ethical
issues involved).

6) Type of growth: internal /external. Which applies to this business?

7) Explain the benefits for Accord to have “all natural” as a USP.

8) Explain advantages and disadvantages of Accord being a partnership.

9) Evaluate Accord´s promotional strategy .

10) Explain advantages and disadvantages to Accord of making research and development .

11)According to you which are the main problems that Accord faces? Infrastructure, financing,
competition, demand, etc.

12) Evaluate how ethical values could determine the future marketing, operations and financial
direction of Accord (line 43)

13) Evaluate the statement “…Enrich should be viewed not only as an energy drink but as a brand
of related products and services…” (line 30).

14) Explain how market size can be measured.

15) Explain advantages and disadvantages for Accord of having a vision statement (line 41).

16) Describe Accord´s revenue streams.

17) Explain advantages and disadvantages to Accord of making primary market research.(line 56)

18) Explain advantages and disadvantages to Accord of making secondary market research.

19) Describe benefits and limitations of snowballing technique.

20) Describe benefits and limitations of random sampling.

21) Evaluate Kayla´s idea of using social media to build Enrich brand value (line52).

22) Make a SWOT analysis of Accord.

23) Explain advantages and disadvantages to Accord of Enrich having brand value.

24) Explain advantages and disadvantages to Accord of using job/customized production to

produce Enrich.

25) Evaluate Accord´s pricing strategy.

26) Describe two ways through which MNC´s could acquire economies of scale.

27) Explain the view that Enrich is a niche product .(line 88).

28)Evaluate Aran´s view of considering a mass- market approach to sell Enrich (line 90)

29) Explain why did Aran consider Enrich a “significant product innovation” (line 91).

30) Describe two sources of finance (internal and external) for Accord to fund revenue
expenditure.

31) Describe two sources of finance (internal and external)for Accord to fund capital expenditure.

32) Evaluate Aran´s decision to expand production to lower per unit costs (line 103)

33) Expalin advantages and disadvantages to Kayla and Aran of accepting a “Business Angel”.

34) Think about the data you could need if you were asked to make:

* A product positioning (perception map)

* A Boston Matrix

* A Product life cycle

Examples and instructions to answer PAPER 2 Section C

Essay on Mc. Donald´s

This should be an essay:

Introduction
Body: analysis and evaluation (pros&cons, etc. – Balanced arguments)
Paragraph for “impact on stakeholders (internal&/or external).
Conclusion (+judgement, prioritize arguments, NO new issues here).
Section C

Answer one question from this section. The organizations featured in sections
A and B and in thepaper 1 case study may not be used as a basis to your
answer.

6. With reference to an organization of your choice, examine the impact of

globalization on innovation. [20]

7. With reference to an organization of your choice, examine the impact of

ethics on
organizational strategy. [20]

8. With reference to an organization of your choice, discuss the ways in which

culture can
promote or inhibit change. [20]

Section C

Answer one question from this section. The organizations featured in sections
A and B and in the paper 1 case study may not be used as a basis to your
answer.

6. With reference to an organization of your choice, discuss the impact of

innovation on
operations management strategy. [20]

7. With reference to an organization of your choice, examine the impact of

culture on
organizational ethics. [20]

8. With reference to an organization of your choice, examine the impact of

globalization on organizational change. [20]

Markscheme

Section C
Marks should be allocated using the assessment criteria on pages 4 to 5 with
further
guidance below.

N.B. examiners should include a breakdown of each mark awarded per

criterion and abrief note explaining the mark awarded at the end of
each candidate’s response.
The main aim of paper 2 (SL or HL) section C is to assess candidates’
understanding of the six major concepts (change, culture, ethics, globalization,
innovation, strategy) within a
business context.
Candidates are to demonstrate their understanding through an organization of
their choice. The expectation of the use of an organization is to allow
assessment of the depth of candidates’ understanding through their ability to
apply the concepts and their knowledge.

Assessment of candidates’ knowledge of the organization itself is not an aim of

the
assessment. If a candidate makes minor factual errors and these minor errors
have no
genuine bearing on whether the candidate understands the concepts,
examiners should not penalize.
For example, a minor error of historical fact (the year when a company was
founded, for example, or the year in which a change was implemented) which
has no
genuine bearing on candidates’ understanding of the concepts does not
warrant penalty.

Individual question marking notes

6. With reference to an organization of your choice, discuss the impact of

innovation on
operations management strategy. [20]
Accept any content from operations management linked to strategy.

7. With reference to an organization of your choice, examine the impact of

culture on
organizational ethics. [20]
Accept any discussion that is focused on internal or external culture.

8. With reference to an organization of your choice, examine the impact of

globalization
on organizational change. [20]
Accept any type of change to any part of an organization.

It is expected that the candidate explains the chosen theoretical direction /

content of their
response.

Additional guidance in relation to the assessment criteria

For each criterion, the aim is to find the descriptor that conveys most
accurately the level
attained by the candidate, using the best-fit model. It is not necessary for
every single aspect of a level descriptor to be met for that mark to be awarded.
The highest level descriptors do not imply faultless performance and should
be achievable by a candidate.
A candidate who attains a high level of achievement for one criterion will not
necessarily
reach high levels of achievement for the other criteria and vice versa.

Criterion B
For [2]: “…connection is not developed” should be treated the same as
superficial.

Criterion C
Questions 6 to 8 require consideration of the impact of one concept on a
second concept – therefore accept 2+2 arguments for a balanced response.
Justification is through logic or data.
For [2] there is no balance as there are no counter arguments at all, or the
arguments are all one-sided then this would be unjustified.
For [3] there is some balanced arguments – some of which are justified.

Criterion D
Introductions need to be concise and related to the question.
The candidate’s response does not to have explicit headings for each
structural element.
A body is the area in which the substance of arguments occur. It is usually
located
between the introduction and the conclusion.
Fit-for-purpose paragraph means that ideas are presented in a clear
academic way.
For example, one idea per paragraph.

Criterion E
One example of an “individual” could be an individual consumer or an
individual manager.
However this could not be considered with a “group” of consumers or a
management
team.
For [4], a balanced response: need to look at the perspectives of both
individual and
group(s). The chosen individual, group needs to be applicable and relevant to
the
question with specific explanation.
Candidates need to go beyond stating the stakeholder.
Candidates need not explicitly say “stakeholder”.