Released June 2016For Assessment SubmissionJune 2018GCSE BUSINESS STUDIESA291 Marketing and Enterprise

CONTROLLED ASSESSMENT

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INSTRUCTIONS TO TEACHERS• For details of the level of control required for this assessment, refer to the specification.• Candidates should spend up to 16 hours on one of the two Controlled Assessment

tasks: – up to 10 hours on research/data collection – up to 6 hours writing a report of approximately 2000 words in length.• Internally assessed marks must be submitted by 15 May.• The maximum mark for this unit is 60.

INFORMATION FOR CANDIDATES• This document consists of 8 pages. Any blank pages are indicated.• The quality of your written communication will be assessed throughout your report.

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This assessment will be changed every year. Please check on OCR Interchange that you have the Controlled Assessment material valid for the appropriate assessment series.

Teachers are responsible for ensuring that assessment is carried out against the Controlled Assessment set for the relevant examination series (detailed above).Assessment evidence produced that does not reflect the relevant examination series will not be accepted.

Oxford Cambridge and RSA

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Supermarkets and Servicing

Dilali Supermarkets

Dilali is a highly successful discount supermarket chain based in mainland Europe. It has grown in recent years and is now looking to open a new store in the United Kingdom (UK).

The owners of Dilali realise that there is a highly competitive market in the UK for food and other related retail products. However, Dilali thinks that it has a winning formula in offering quality food and other ‘special offer’ products in its midsized neighbourhood shops.

Dilali’s owners are interested in developing online sales. They know that supermarket store sales have declined, with more consumers switching to home delivery after ordering online. The move to Internet sales will be a first for Dilali and they are keen to see if potential customers in the UK will order online from them.

Dilali is considering opening its first UK business in either Linty or Sandton. Data relating to these two towns is shown in Fig. 1.

Kirsty’s Car Servicing

Kirsty is a 24 year old who has always been interested in cars. Her interest in the mechanical aspects of cars has helped her progress to being the assistant service manager at a large garage.

Kirsty has inherited some money and now wants to open her own car servicing business. She wants to work with female vehicle technicians to offer a service for female drivers who she feels are often intimidated by dealing with male workers in garages.

Kirsty has no experience of running a business of her own. Although she has inherited enough money to buy premises and equipment, there will only be a little spare capital for other business expenses.

To help her make the decision about whether or not to go ahead with her idea, Kirsty has put her thoughts on paper. These are shown in Fig. 2.

You must give advice to either Dilali Supermarkets (Controlled Assessment A) or Kirsty (Controlled Assessment B) on how they might develop and market their business ideas.

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Controlled Assessment A: Dilali Supermarkets

Investigation 1

Recommend whether Dilali should target its new supermarket at Linty or Sandton.

You should consider the following in your investigation:

• your knowledge and understanding of the importance of market research data in helping a business to make decisions

• the data provided in Fig. 1

• any other information that may be relevant. [10 marks]

Investigation 2

Recommend and justify a suitable promotion strategy that Dilali might use if it were to open in your area.

Explain how and why the promotion strategy might change over time.

You should consider the following in your investigation:

• your knowledge and understanding of promotional methods and strategies used by businesses both when they start and as they become established

• your own research into suitable promotional methods and strategies for Dilali if it were to open a supermarket in your area

• any other information which may be relevant. [25 marks]

Investigation 3

Advise the owners of Dilali on:

• whether or not e-commerce should be used to help the business become established if it were to open in your area

• whether or not Dilali’s product mix should be similar to the ‘Big Four’ supermarkets or the midsized discounters already in the UK.

You should consider the following in your investigation:

• your knowledge and understanding of e-commerce

• your knowledge and understanding of the product mix and how it might be applied to Dilali

• your own research into whether or not Dilali should use e-commerce if the business were to open in your area

• your own research into how Dilali should develop its product mix if it were to open in your area

• any other information that may be relevant. [25 marks]

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Controlled Assessment B: Kirsty’s Car Servicing

Investigation 1

Assess whether or not Kirsty has made a thorough examination of the risks and rewards of running her own business.

You should consider the following in your investigation:

• your knowledge and understanding of the risks and rewards of running a business

• the data provided in Fig. 2

• any other information that may be relevant. [10 marks]

Investigation 2

Recommend and justify a pricing strategy that Kirsty might use when starting her business, if it were to open in your area.

Discuss how this strategy might change once her business becomes established.

You should consider the following in your investigation:

• your knowledge and understanding of pricing methods and strategies used by businesses both when they start and as they become established

• your own research on suitable pricing strategies if Kirsty’s business were to open in your area

• any other information which may be relevant. [25 marks]

Investigation 3

Recommend and justify a suitable product mix for Kirsty to use, if her business were to open in your area.

Explain how a SWOT analysis might help Kirsty in developing her business idea.

You should consider the following in your investigation:

• your knowledge and understanding of product mix and how it might be applied to Kirsty’s Car Servicing

• your knowledge and understanding of SWOT analysis

• your own research into a suitable product mix for Kirsty’s business if it were to open in your area

• any other information that may be relevant. [25 marks]

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DATA FOR CONTROLLED ASSESSMENT A

Fig. 1

Population of Linty and Sandton

Linty Sandton

140 000 100 000

Socio-economic groups in Linty and Sandton.

Figures are percentages (%) of total population

Socio-economic group Linty Sandton

A/B 22 25

C1 30 34

C2 22 18

D/E 26 23

Other supermarkets in Linty and Sandton

Supermarket type Linty Sandton

Hypermarket 1 0

Midsize discount 3 2

Convenience Metro style 6 4

Age groups in Linty and Sandton.

Figures are percentages (%) of total population

Age group Linty Sandton

0–14 16 11

15–29 17 13

30–44 18 18

45–59 21 25

60 and over 28 33

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DATA FOR CONTROLLED ASSESSMENT B

Fig. 2

Kirsty’s thoughts on the risks and rewards of starting her own car servicing business

Risks Rewards

1. Will I fail? I haven’t failed at anything in my life.

2. What if I have to fire someone? Not an ideal situation.

3. What happens if I can’t get female vehicle technicians?

4. I will be giving up a steady, reliable income.

1. I will be my own boss. This means I can choose the hours I work and take all the holidays I want, when I want.

2. I can choose the people I work with.

3. I can set a new trend in car servicing.

4. Working in my own business will be so much more pleasant than slaving all day for someone else.

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Oxford Cambridge and RSA

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