Refer to Table 1.2.

Mark scheme

Marking points from the official mark scheme (May/June 2024). The mark or mark type is shown in brackets.

1. [1] (a) PED = % change in quantity demanded / % change in price (1 mark if no relevant calculations)
2. [1] (a) % change in quantity demanded = -15/300 × 100 = -5% (minus sign needed)
3. [1] (a) % change in price 20 / 200 × 100 = 10%
4. [4] (a) PED = – 5% / 10% = − 0.5
5. [3] (a) 0.5
6. [3] (a) Incorrect units e.g. $-0.5
7. [2] (a) $0.5
8. [K] (b) Knowledge and meaning of PED and YED – responsiveness of demand to a change in income or price.
9. [K] (b) Generic knowledge of PED and values, including price elastic/inelastic.
10. [K] (b) Generic knowledge of positive and negative income elasticity and meaning of income elastic/income inelastic demand.
11. [K] (b) Generic knowledge of reasons for sales forecasting and sales forecasting methods, such as extrapolation, correlation, time series analysis. (maximum 1K mark)
12. [APP] (b) The customers of SCC's mass-produced clothing are B2B budget brand companies, whereas the bespoke items are sold to consumers so B2C.
13. [APP] (b) Pricing should take into account the target market, but also in this case fast fashion is being sold 'in bulk', whereas bespoke items are 'one off'.
14. [APP] (b) Elasticity calculation suggest that mass-produced clothing has price elastic demand, but is also an inferior product, with demand increasing as real incomes fall.
15. [APP] (b) Mass-produced (fast fashion) clothing sales will be highly sensitive to changes in fashion and consumer tastes.
16. [APP] (b) Fast fashion clothing has a YED of −1.33 (inferior product).
17. [APP] (b) Calculations of revenue from table 1.2 before and after price increases: Bespoke clothing $60 000 increased to $62 700. Fast fashion $1 000 000 decreased to $900 000
18. [AN] (b) Development of application points, in terms of the likely usefulness of price and income elasticities in sales forecasting.
19. [AN] (b) Price elastic demand for mass-produced clothing suggests that B2B customers are price sensitive, and that decreasing prices is likely to result in higher revenues. This could mean that the currency depreciation will stimulate sales as it leads to cheaper export prices.
20. [AN] (b) Negative income elasticity (-1.33) for mass-produced clothing suggests that falling real incomes may lead to higher demand as business customers opt away from higher priced suppliers, as they know that their customers will be looking for cheaper prices, this could also stimulate demand from the budget brand companies.
21. [AN] (b) Sunil has past sales data, so forecasting based on this may be a good starting point, such as time series analysis or simple extrapolation, will enable him to predict sales.
22. [AN] (b) However, markets are dynamic and the mass-produced clothing market is becoming more competitive. This may mean the likelihood of a price war. This would probably mean that elasticity data is not up to date and predicted demand may be lower, resulting in lower revenues.
23. [AN] (b) Consumers are becoming more concerned about unethical business practises used by suppliers in developing countries. This could have a negative impact on SCC, especially if there is bad publicity or pressure group activity, leading to lower sales.
24. [EVAL] (b) It will be useful for SCC to keep a close watch on response from customers to both price and income changes, as these will have big influences on their ability to buy.
25. [EVAL] (b) However, other parts of the marketing mix and strategy will also be important, especially keeping up with fashion trends.
26. [EVAL] (b) Currency fluctuations, such as the depreciation may be short or long term and will vary across different currencies.
27. [EVAL] (b) YED is especially unreliable, as mass-produced clothing will be a 'normal' good for low-income earners, but an inferior good for high-income earners.
28. [EVAL] (b) Many other external factors could influence the demand for SCCs clothing, other than price and income changes.
29. [EVAL] (b) Elasticity data goes out of date very quickly, given other changing influences.
30. [EVAL] (b) Accept all valid responses.