Explain one way the information in each chart in Appendix 1 might be useful to TT. Chart 1: Chart 2: Chart 3: Chart 4:

Mark scheme

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

1. [1] Chart 1: Can estimate the size of the market.
2. [1] Chart 1 Explanation: As the number of under 5's in the population is 20m which is quite a large market.
3. [1] Chart 2: Higher unemployment increases the availability of potential employees.
4. [1] Chart 2 Explanation: Therefore easier to recruit workers for the new factory.
5. [1] Chart 2: Lower consumer incomes.
6. [1] Chart 2 Explanation: Consumers may not be willing to pay a higher price for toys.
7. [1] Chart 3: Helps to choose the most suitable channel of distribution in the new country.
8. [1] Chart 3 Explanation: As the majority of consumers buy their products in specialist toy shops.
9. [1] Chart 4: Can know how much competition there is in the market.
10. [1] Chart 4 Explanation: There are only 3 main companies so easier to check on competitors' prices.
11. [2] Labiba Benefit: Well qualified so has the capacity to learn new skills.
12. [2] Labiba Benefit: Has experience of the job as an Assistant Marketing Manager so will understand what the job involves.
13. [2] Labiba Benefit: Speaking 2 languages will be suitable to work in another country.
14. [2] Labiba Benefit: Already works for TT and so will understand the toy products and the way TT works.
15. [2] Labiba Benefit: TT trains its staff and so will probably be well trained for existing job.
16. [2] Labiba Benefit: Other TT employees may be more motivated as they see the promotional opportunities within the business – may be less likely to leave.
17. [2] Labiba Drawback: Experience is as an assistant so she may not have the necessary experience to run a department.
18. [2] Labiba Drawback: Labiba may find it difficult to settle in country Z.
19. [2] Labiba Drawback: It may cause jealousy from other employees at TT if Labiba is promoted.
20. [2] Shahin Benefit: The best qualified of all the applicants with a degree in business management and therefore might be a quick learner.
21. [2] Shahin Benefit: Already experienced as a marketing manager and will understand what the role involves.
22. [2] Shahin Benefit: Is already based in country Z and so will not need to move there – already understands the culture of country Z.
23. [2] Shahin Drawback: The experience has not been in a toy company and therefore may not understand TT's market.
24. [2] Shahin Drawback: No experience of working in large company as has only been working in a small food company.
25. [2] Samihah Benefit: Speaks more languages than the other applicants, more likely to be able to speak to employees in country Z.
26. [2] Samihah Benefit: The most experienced as has worked in a large toy company so will be more familiar with the requirements of a toy company.
27. [2] Samihah Benefit: Works for a competitor of TT and may bring additional ideas to TT to improve the marketing of the new toy.
28. [2] Samihah Drawback: Lowest qualified of the three applicants.
29. [2] Samihah Drawback: Works for a competitor and may have very different working practices, may not fit in well to TT.
30. [2] Samihah Drawback: Samihah may find it difficult to settle in country Z.
31. [3] Recommendation (Labiba): Labiba is the best applicant as she already works for TT and TT knows how well Labiba works. Her boss can give an accurate assessment of Labiba's capabilities, which is likely to be more accurate than outside references. Labiba already understands the toy market and will be better than Shahin who only has experience of a small company. Samihah may not fit into the culture of TT as the competitor may have very different ways of operating.
32. [3] Recommendation (Shahin): Shahin is the best applicant as she is already a marketing manager and is the only applicant already based in country Z. Shahin will have the best understanding of the market in country Z even though their experience is with food and Shahin does not need to move to another country unlike the other two applicants.
33. [3] Recommendation (Samihah): Samihah is the best applicant as she has the most experience of the three, as is already a marketing manager and understands what the role involves, unlike Labiba. Samihah's experience has been in a large toy company similar to TT and is likely to bring new ideas to the marketing of the new toy.