Drone Development (DD) DD produces a range of drones, which are unmanned aircraft flown by remote control. These drones are used to help farmers identify whether their fields have enough water. They can also help farmers to see how fast crops are growing on large farms. The drones are individually designed using Computer Aided Design (CAD). DD's mission statement is: 'To be the leading company in drone technology'. DD's employees are skilled and highly motivated. This has enabled DD's managers to use a laissez-faire style of leadership. The Research and Development (R&D) team at DD has developed a drone designed for high-volume production for the consumer market. The new drones will be called Robodz. Secondary research indicates that these drones can be used for taking aerial photographs and videos of sporting and other events, such as cycle races and outdoor parties. The drones will send photographs and videos directly to a user's smartphone. There are few competitors in this market even though demand is growing particularly from consumers in the 30-45 years age group. The Marketing Director has done primary research into the consumer market for drones. The results are shown in [Table 1.1]. [Table 1.1]: Important features of a drone for the consumer market (number of responses) | | Important | Quite Important | Unimportant | |---|---|---|---| | Price | 16 | 4 | 10 | | Performance | 30 | 0 | 0 | | Colour | 15 | 5 | 10 | | Ease of use | 18 | 2 | 10 | | Durability | 12 | 11 | 7 | Producing Robodz will mean changes in operations at DD: • greater cooperation between the design, production and marketing departments • each designer will have less opportunity for individual design • more automation will be involved. The Board of Directors has agreed to produce Robodz.

Mark scheme

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

1. [1] The use of technology/software/computer programmes
2. [1] To improve the design process/create 2D or 3D models
3. [1] Gathering new / first hand data / field research about markets (size, trends, competitors, customers, likely sales etc.)
4. [1] Carried out to produce information directly related to the business
5. [1] Example or some other way of showing good understanding – e.g., questionnaires, focus groups, test marketing etc. Contrasts with secondary
6. [1] Correct figures identified for ease of use important + quite important (18 + 2 = 20)
7. [1] Correct total respondents (16+4+10=30 for Price; 30+0+0=30 for Performance; etc. so total is 30 for any feature)
8. [1] Correct calculation and final answer: (20 / 30) × 100 = 66.67% (or 66.6, 66.7, 67)
9. [1] Identification of a limitation (e.g., small sample size / potential for bias / lack of information on competition / other important features not considered)
10. [1] Explanation of the limitation (e.g., small sample size may not be representative)
11. [1] Application to context (e.g., only 30 asked for drones market / specific features like photo quality not covered for Robodz)
12. [1] Knowledge and understanding: Depends on skills required
13. [1] Knowledge and understanding: Organisation
14. [1] Knowledge and understanding: Situation
15. [1] Knowledge and understanding: Individual leader/preference of the leader
16. [1] Knowledge and understanding: The team
17. [1] Knowledge and understanding: Environment
18. [1] Application: Current style laissez faire
19. [1] Application: Highly skilled workforce
20. [1] Application: Already very motivated
21. [1] Application: Greater cooperation between departments required
22. [1] Application: Less opportunity for individual design
23. [1] Application: More automation
24. [1] Analysis: New situation requires new skill.
25. [1] Analysis: Less scope for individuality. Therefore, more direction/control needed?
26. [1] Analysis: Currently laissez faire. OK since workforce is highly skilled and motivated and will lead to better motivation
27. [1] Analysis: Greater integration of different areas required (drones/photography) which means that needs more direct control
28. [1] Analysis: To ensure smooth workflow between departments.
29. [1] Analysis: Some kind of democratic management would suit skills/attitude of work force but there needs to be strong guidance/coordination
30. [1] Knowledge of Price (4Ps)
31. [1] Knowledge of Product (4Ps)
32. [1] Knowledge of Place (4Ps)
33. [1] Knowledge of Promotion (4Ps)
34. [1] Knowledge of Consumer wants (4Cs)
35. [1] Knowledge of Cost (4Cs)
36. [1] Knowledge of Convenience (4Cs)
37. [1] Knowledge of Communication (4Cs)
38. [1] Application: Robodz targets a niche (sport events/photography, 30-45 year age group)
39. [1] Application: Few competitors in a growing market for Robodz
40. [1] Application: Performance and ease of use are important features (Table 1.1)
41. [1] Application: Innovative product, innovative price?
42. [1] Application: Internet or shop sales. Direct selling? Special events e.g. at sport venues.
43. [1] Application: Promotion issues e.g. Media - specialist sport or photography magazines.
44. [1] Application: Target market? Sport enthusiasts in 30–45 year age group. Property owners trying to sell (aerial photography).
45. [1] Application: Reference to Table 1.1/answer to 1(b)(i)
46. [1] Analysis: Pricing strategy to maximise revenue e.g. price skimming at launch of a new product
47. [1] Analysis: Promotion needs to be cost effective
48. [1] Analysis: Consider target markets
49. [1] Analysis: Niche markets so need to consider distribution so convenient to the customer
50. [1] Analysis: New product so important to communicate features clearly
51. [1] Analysis: Product should be suitable for customer wants/needs
52. [1] Analysis: Quality important in a product like this – must be reliable
53. [1] Evaluation: Justified recommendations on two or more elements of the marketing mix applied to the product