Evaluate the changes HD should make to the marketing of its products in response to the website manager's market report (lines 85–94).

Mark scheme

Marking points from the official mark scheme (May/June 2022). The mark or mark type is shown in brackets.

1. Understanding of marketing mix strategy or planning
2. Explanation of specialist/niche markets
3. Explanation of international marketing
4. Explanation of globalisation and economic globalisation
5. Knowledge of BRICs, trade blocs / customs unions.
6. Making use of the business context:
7. HD design, manufacture and supply circuit boards to specialised market in which quality more important than price
8. HD's high reputation.
9. Findings in market report
10. Price becoming more important
11. Changing geographical location of customer enquiries – BRICs markets
12. Increased proportion of enquiries not being converted
13. Sales breakdown is 40% Q, 30% US, 30% other.
14. Directors have ambitious objectives including long-term growth.
15. HD's existing marketing strategy/methods are limited to use of website
16. Change in product to make more environmentally friendly
17. Role of website manager as responsible for marketing
18. Analysis:
19. Building of chains of arguments linked to Knowledge and Application points raised above drawing out an implication or consequence for HD.
20. Currently very successful company with increasing sales based on reputation that could be used in promotional activity to further increase sales
21. International sales already important to HD and offer possibility for expansion.
22. Geographical shift in enquiries indicates need to develop international markets.
23. Increased focus on CSR as a marketing tool to differentiate HD and build brand image to increase sales
24. Globalisation and multinational companies mean international and domestic competition more intense so may need to increase promotional spending or reduce price to be more competitive.
25. Evaluation:
26. Only award EVAL if the candidate has also demonstrated APP.
27. Reasons why it is essential to review marketing strategy
28. Increasing economic collaboration may restrict market opportunities in some areas so need to act quickly
29. More competition so international marketing becomes more important to maintain sales
30. Other factors may be more important in international markets – e.g. price, quality, technology to make sales
31. Need for more data regarding location of customers
32. Possible changes in country Q may diminish importance of international marketing
33. Justified conclusions on any changes or on no change
34. Need for change in organisational structure to enhance focus on marketing e.g. dedicated marketing specialist required.