Identify and explain two factors GT should consider when developing products for markets in different countries.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2018). The mark or mark type is shown in brackets.

1. [1] Size/nature of the market – e.g. product may need adapting to meet different trends in the toy market
2. [1] Legal requirements – e.g. product design must meet safety requirements
3. [1] Language - e.g. talking dolls may need adapting to speak different languages
4. [1] Competition – e.g. needs to develop a product with a USP that is different to competitor's product
5. [1] GDP/income levels – e.g. may need to adapt product to be lower cost which is affordable to low-income countries
6. [1] Cultural differences – e.g. dolls' clothing may need to be different style or colour.
7. [1] Explanation of an identified factor (up to 2 marks)
8. [2] Application marks for context (e.g., GT toys, cars, dolls, building blocks, safety of the child)
9. [1] Effect of different languages: Harder to understand what is being said or questions asked
10. [1] Effect of different languages: Recruit managers with language skills
11. [1] Effect of different languages: May increase costs of employing an interpreter
12. [1] Effect of different languages: Customers may have difficulty reading labels/instructions
13. [1] Effect of new suppliers: No relationship established
14. [1] Effect of new suppliers: May not know who to contact if there are queries
15. [1] Effect of new suppliers: Different suppliers to communicate with which takes time to know who to contact and some errors may be made
16. [1] Effect of new suppliers: Culture may be different if suppliers are in other countries meaning communication may be misunderstood
17. [1] Effect of weekly meetings: No written record so message may be forgotten
18. [1] Effect of weekly meetings: Meeting only once a week and there may be issues arising before the next meeting that needs attention
19. [1] Effect of weekly meetings: Workers may be absent and miss the meeting and therefore not receive the information
20. [L1] 1 mark for each limited discussion of communication issues/problem(s) not identified. (max of 3 marks) (E.g. No relationship has been established yet.)
21. [L2] Detailed discussion of communication issues/problem(s) identified. (1 × L2 explanation can gain 4 marks and a further mark can be awarded for each additional L2 explanation (Max 6 marks)) (E.g. No relationship has been established yet, as the suppliers are new, so GT may not know who to contact is there is a problem. It is important for orders to be received and sent out quickly as GT uses JIT and this requires the components to be delivered just when required or production of particular toys may stop. (4 marks for L2 answer plus 1 application mark for answering in the context of the business using JIT for the production of toys))
22. [L3] For L3 to be awarded there need to be at least 2 L2 marks awarded and then a conclusion of which is the biggest communication issue. (7-8 marks for some limited judgement, 9-10 marks for well justified conclusion)
23. [App] Award up to 2 additional marks for relevant application.
24. [App] Possible application marks: plc set up 50 years ago; manufacturer of toys; toys sold to large toy shops throughout country Y; toys also exported; Marketing manager wants to sell toys online not through retailers; toys manufactured using batch production; design and packaging of toys need to be adapted for each different export market; sells well designed toys of high quality; safety of the child is very important; components are imported and uses JIT.