Section B Answer one question from this section. Assume that AP's directors choose option A. Evaluate how this strategy may be successfully implemented.

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2018). The mark or mark type is shown in brackets.

1. L1 maximum if implementation based only on one functional area.
2. Strategic implementation follows strategic analysis and strategic choice.
3. It means putting a strategy into effect in a planned way, with the purpose of achieving an identified objective.
4. This is a major decision involving significant change and resources, including an entry into the service sector.
5. Corporate and contingency planning will be needed
6. Benefits of business planning in this context
7. Resources and finance? Use of retained profit?
8. AP knows a lot about production of products but not running salons
9. Maintaining supplies of beauty products to salons and hotels
10. How to plan for seasonality – flexible staffing for salons? Will staff be employed/recruited by AP or the hotels?
11. Issues of working together with hotel group in different countries
12. Will there be a 'pilot' project to try this out in a few hotels first? – may help to iron out difficulties
13. If hotel group runs into business problems, this will be out of AP's control but will have a negative impact
14. Possible consequences of issues identified and how they may be successfully managed
15. Followed through chain of argument of the importance of aspects such as seasonality, business planning, entry into service sector.
16. Followed through chain of arguments about the importance of corporate planning/contingency planning.
17. Planning will be essential
18. Success will also depend on success of the hotel group, this could increase risk
19. There is a 30% chance of failure – what could this look like? How easy might it be to withdraw if the project fails?
20. Communication will be essential