Analyse how two qualities of leadership demonstrated by Frederico have contributed to CQ's success.

Mark scheme

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

1. [K1] Leadership is the art of motivating people towards achieving a common goal.
2. [K1] Theories of leadership include trait, behavioural and contingency theory.
3. [K] Leadership qualities include: Desire to succeed; Risk taker; Confidence, self-belief; Innovative, creative; Decisive - decision making skills; Being inspirational; Honesty and integrity; Being a good communicator; Empathy and emotional intelligence; Leadership styles, such as democratic; Ability to delegate.
4. [APP] Qualities illustrated in the case: Drive and determination, self-belief – Frederico mortgaged his house to start the business and gave up his role as an executive.
5. [APP] Qualities illustrated in the case: He communicates effectively and shows charisma – persuaded a venture capital company to invest in his idea and persuaded unions to accepts changes in the factory including the loss of jobs.
6. [APP] Qualities illustrated in the case: Innovative/creative. – it was Frederico's idea to produce sustainable shoes from bamboo. He spotted a gap in the market.
7. [L2 AN] Frederico demonstrates self-belief, being willing to give up his executive role and mortgage his house to set up the business. This has enabled the business to finance the investment in product development to bring Frederico's idea to market.
8. [L2 AN] Creativity and innovation have given the business a competitive edge by developing a product that is unique and meets customer demands for a shoe that is lightweight and comfortable to wear in a hot climate. This increases sales.
9. [L2 AN] Frederico spotted a gap in the market which enables CQ to face less direct competition and gain control over price to charge a premium price and make more profit.
10. [L2 AN] Frederico's communication skills have encouraged the unions and workers to accept change which will result in job losses. His vision for the business may inspire loyalty. This negotiation will help CQ solve its operational problems and reduce costs resulting in a higher profit margin.