HND大综合参考答案 .docx
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1、Question 1Part (a): Barrs product mix (10 marks)Award one mark for each relevant advantage or disadvantage and up to three additional marks per advantage or disadvantage for development, reasoned reference to relevant concepts and/or justified illustrative examples from the case study. This gives a
2、maximum of four for each advantage or disadvantage (but see below).Answers which cover only disadvantages or advantages should gain a maximum of five marks.Relevant concepts: product lines; product items; product positioning; product life cycle. Possible advantages include: coherent grouping of prod
3、ucts within one market (drinks) can help to gain economies of scale in promotion and operations, build managerialexpertise etc; targeted at a number of different markets (eg Orangina, Tizer); range of different product lines and items some have a very clear identity (eg Irn-Bru).Possible disadvantag
4、es include: many are at the mature stage of the product life cycle; soft drinks is a rapidly changing market and new brands may be important (Barrs may be finding it hard to develop new brands its own brands are well-established and its franchises are in a static market (Orangina), or not well-known
5、 in the UK (Lipton Ice Tea).Part (b): Elasticity (5 marks)Award one mark for an indication that the candidate understands the term price elastic.Award one mark for each relevant point plus up to three additional marks for development and/or examples from the case study.Relevant concepts: price elast
6、icity of demand; promotional methods; product life cycle; market research.Price elasticity may influence Barrs in that it can lead to attempts to enhance brand loyalty so that price elasticity is reduced which, in turn, curtails the impact on sales of a change in price.There are many examples in the
7、 case study of attempts to develop brand loyalty, eg Irn-Bru, Tizer.Question 2Barrs external environment (12 marks)Award one mark for each relevant point and up to three additional marks per advantage or disadvantage for development, reasoned reference to relevant concepts and/or justified illustrat
8、ive examples from the case study. This gives a maximum of four for each relevant point.Relevant concepts: systems approach; stakeholders; government economic policy; users of financial information.Answers should use examples to show how Barrs has reacted to feedback from its environment and how it h
9、as tried to influence it.Answers should analyse the process by which Barrs interacts in each case.Possible examples include: use of government assistance when entering the Russian market (and discussion of market failure); threats to Orangina franchise; changing promotional methods to make use of th
10、e internet; currency fluctuations and the knock-on effects; ASA and possible public reaction to Barrs.Answers which consist of a series of examples with no analysis should get a maximum of seven marks.Question 3Part (a): Stakeholder information (10 marks)Award one mark for each relevant point plus u
11、p to three additional marks for development and/or examples from the case study.Candidates who cover two points well can earn a grade A mark.Relevant concepts: stakeholder; purpose of financial information; management control; organisational goals, objectives and policy; demand.Fidelity buys shares
12、so that the dividends from them can be distributed to holders of its units.The information which it needs will depend on its organisational goals, eg the degree of risk it is willing to take.These are not given so it is not easy to say which information will be valuable.However, it may include: fran
13、chise agreements (eg when they start and end as this may influence Barrs earnings); ASA adjudications which may affect the demand for Barrs products; investments in new machinery (influence extent to which Barrs is competitive); promotional campaigns (influence demand for products); dividends (becau
14、se this will influence earnings that it gets and how much it can pay its unit holders).Good answers will provide a reasoned argument which explains the link between the information and its value to Fidelity.Part (b): Use of information (8 marks)Award one mark for each relevant point and up to three
15、additional marks for development, reasoned reference to relevant concepts and/or justified illustrative examples from the case study.This gives a maximum of four for each advantage or disadvantage (but see below).Answers which cover only one company should gain a maximum of four marks. One well deve
16、loped point for each company could secure all eight marks.Relevant concepts: stakeholder; strategies of control; organisational goals, objectives and policy; formal organisation; users of financial information; purposes of information; sources of relevant information.Answers should make it clear whi
17、ch item of information has been chosen, eg profit after tax.For Fidelity, this could be used to monitor whether it has invested in terms of its objectives (eg these may relate to companies which have stable earnings), whether it has a suitable share profile across several companies; whether previous
18、 share purchasing decisions should be reviewed.Barrs could use it to monitor the year on year progress of the company, to monitor the achievement of long term objectives; to monitor the effectiveness of its profit sharing schemes.As with part (a), good answers will provide a reasoned argument which
19、explains the link between the item information and control in the two companies.Question 4Partnerships (12 marks)Award one mark for each relevant advantage or disadvantage and up to three additional marks per advantage or disadvantage for development, reasoned reference to relevant concepts and/or j
20、ustified illustrative examples from the case study. This gives a maximum of four for each advantage or disadvantage (but see below).Answers which cover only disadvantages or advantages should gain a maximum of six marks.Relevant concepts:market demand; internal and external environment; goals; purpo
21、se and analysis of financial statements; sources of finance; product mix marketing mix; product life cycle; promotion.Possible advantages of concluding another partnership agreement include: variation of product portfolio; increase in market penetration (hence improved economies of scale);reduction
22、of uncertainty about ending of current agreements; develop product at start of life cycle (like Lipton Ice Tea); updating of brands; chances of improved profitability; opening up new markets (if develop overseas markets).Possible disadvantages of concluding another partnership agreement include: nee
23、d to obtain finance to support promotion of new product; Barrs is a relatively small company and could spread its resources too thinly so it is overstretched; the company may divert attention from efforts to build its own new brands such as Simply Citrus; may be problems in getting a strong brand (r
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