Analyse two reasons why Shila and Lucy will have to change DN's objectives.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2023). The mark or mark type is shown in brackets.

1. A01 Knowledge and understanding: Knowledge of two reasons (max 2), may include: Market conditions; Importance of objectives; Relationship between mission statement, aims, objectives and strategy; SMART objectives; How change influences objectives; Relationship of objectives to budget planning.
2. AO2 Application: Application of knowledge of a reason for DN to change its objectives (max 2). Max one for application for the first reason and another for application for the second reason. Employees concerned about the change; Mission statement change; National revenue data; Not all employees have the right skills; Change from daily news reporting to magazine aimed at a young age group; Impact on local community.
3. AO3 Analysis: Limited analysis: candidate shows one link in the chain of analysis. Developed analysis: candidate shows two or more links in the chain of analysis or a two-sided analysis. Change essential for competition and survival – otherwise firms may make losses / go out of business; Communicates the direction of the firm to employees – important as a change impacts employees working practices; Will need to change objectives if want growth – as market conditions change; Costs of change v benefits.
4. Accept all valid responses.