Advise Mario on the most appropriate approach he should use to develop a new business strategy to improve the performance of RR against its competitors.

Mark scheme

Marking points from the official mark scheme (May/June 2025). The mark or mark type is shown in brackets.

1. [3] (AO1 Knowledge) The meaning and purpose of a business strategy; plan of action to achieve the vision and objectives of a business and upon which decisions are made.
2. [3] (AO1 Knowledge) SWOT analysis: strengths, weaknesses, opportunities, threats. SWOT is very easy to construct so can be subjective.
3. [1] (AO2 Application) Application to RR's context, e.g., Mario wants to improve the performance of RR against its competitors, or Mario is responsible for marketing and finance functions.
4. [1] (AO2 Application) Application to RR's context, e.g., The market research report in Appendix 5 indicates 57 restaurants within a five-mile radius, with 67% dominated by international fast-food companies.
5. [1-3] (AO3 Analysis Level 1) Limited analysis of the appropriateness of the different approaches to develop business strategy.
6. [4-6] (AO3 Analysis Level 2) Developed analysis of the appropriateness of the different approaches to develop business strategy.
7. [7-8] (AO3 Analysis Level 3) Developed analysis of the appropriateness of the different approaches to develop business strategy, showing a counter answer (2-sided).
8. [1-2] (AO4 Evaluation Level 1) Limited evaluation: A judgement as to the most appropriate approach to develop a new business strategy.
9. [3-5] (AO4 Evaluation Level 2) Developed evaluation: A discussion as to the impact of other external factors and competitor actions on the appropriateness.
10. [6-7] (AO4 Evaluation Level 3) Effective evaluation: Advice to RR should make clear which approach is likely to be most appropriate and useful in this context. The question is clearly asking for ONE approach.