Discuss the extent to which the information in Appendix 3 is sufficient strategic analysis to allow KKS to consider entering the market in country Y.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2017). The mark or mark type is shown in brackets.

1. Identification of strategic analysis techniques: SWOT, PEST, Boston Matrix, Porters, core competencies
2. Description of how APP 3 relates to the techniques (application)
3. forecast costs
4. market research data
5. on revenue, prices, target customers
6. exchange rates
7. labour market in country Y
8. internal; changes required
9. vision, objectives, analysis, choice, implementation, review
10. Reference to the data in Appendix 3 and its use in analysis
11. Role of analysis is to highlight factors that might make for success or failure and enable a correct decision to be taken regarding the two options for expansion
12. Role of implementation is to select appropriate methods for expansion that give the maximum chance of success
13. judgements regarding the extent to which the data in App. 3 can be used in strategic analysis
14. considering the relative importance of other information
15. assessing the value of strategic analysis as opposed to other parts of strategic management in making a decision
16. Candidates who appreciate that strategic management might suggest that the decision made is actually not the best way forward.
17. Another possibility is to suggest as a contrast a possible scenario if no strategic management is carried out