Realbuy, a chain of supermarkets, is looking for a site for a new supermarket.

Mark scheme

Marking points from the official mark scheme (May/June 2010). The mark or mark type is shown in brackets.

1. [4] (a) Any four points × 1 mark each or two well developed points × 2 marks – Competitive prices; Wide variety of goods available in one place; May be speedy shopping because of self service and checkouts; Can examine the goods before buying; Large turnover so goods likely to be fresh and up to date; May be able to buy in the quantities they need; May be car park attached so easy to carry large loads of shopping; Quality; Any other relevant point; Cheap = 0 unless qualified
2. [6] (b) Level 2 (4-6 marks) Has shown which factor is likely to most influence the location of the new supermarket with reasons and has shown why the other two factors are not so important. L2 4 max if no mention of alternatives. Nearness to customers is likely to be the most important factor because the supermarket needs many customers and if there is not a centre of population close by, the supermarket will not have any customers. The amount of competition for customers may also affect the location of the supermarket. If another supermarket is closer to customers they may be likely to shop there. Nearness to suppliers is not an important factor as the supermarket chain is likely to buy centrally in bulk in order to obtain discounts. Good storage facilities on the site may be necessary but these will be limited as the supermarket is likely to be supplied regularly from a regional distribution centre (central warehouse). Level 1 (1-3 marks) Has commented on one factor that is important with or without reasons and may/may not have commented on the other two factors. The supermarket may need good storage facilities on site. It does not want to run out of stock. Nearness to customers is not so important. Most people have transport. Nearness to suppliers is not so important. Most goods are brought in by road and it does not matter if a supplier has to travel a greater distance.
3. [4] (c) Any four points × 1 mark each or two well developed points × 2 marks – Realbuy will use persuasive advertising to try to persuade people to come to the supermarket instead of where they are already shopping; Realbuy will use persuasive advertising to try to convince people that this supermarket is better than the one they are using; Realbuy will use persuasive advertising to try to make people buy more; Realbuy will use informative advertising to tell people where the supermarket is located/when it will open/its opening times/what services it is offering/what special offers it is making; Any other relevant point; Branch is new = 1 point
4. [6] (d) Any six ways × 1 mark each or three well developed points × 2 marks – Special offers – two for the price of one; Loss leaders; Grand opening with celebrity; Competitions e.g. in local newspaper; Free gifts or reductions for the first shoppers on the first day; Free tasting of products; Demonstrations; Sponsorship of an event in the local area; Loyalty scheme; Free transport; Delivery; Any other relevant method of promotion; Facilities within/outside store = 2 marks max