|⏰ Timing||▶ Command Word||% Final Grade|
|16 mins||Evaluate/Recommend|| 22 %|
(2 on Paper 2)
There are two 11 mark (d) questions on paper 2, so that’s over a third of the total marks for the paper, or 22% of your final AS grade.
d questions have a number of different possible command words, (d) questions can ask for us to recommend, evaluate or discuss.
Each d question will require a slightly different approach based on the command word and the focus of the question. However, regardless of the command word , to secure all the marks we must reach a reasoned judgement focused on the business issue in the case study.
Therefore, the most effective structure is two chains of analysis examining two alternatives followed by an effective evaluation.
⭐⭐⭐Pro Tip – Supported Judgments for Evaluation⭐⭐⭐
The examiner is looking for supported judgments, so we make our decision based on the information in the case study and business concepts. Remember, there is no right or wrong decision in evaluation. You can choose either option as long as you justify your decision using a reasoned argument based on the information in the case study.
✍🏽 Exemplar Question and Solution 💡
(d) Recommend changes EMB could make to its marketing mix to achieve its growth objective 
One change EMB could make is to use price penetration. This is because EMB first launched its motorbikes using price skimming but sales growth was slow. With sales growth forecast to grow over the next 5 years, price penetration could help EMB take advantage of this increase in demand and achieve its objective of a 40% increase in sales volumes.
Promote electric motorbikes to all income groups. Currently, EMB promotes to high-income groups. If EMB effectively promotes to other groups it will widen its market and establish the company as a brand leader in this market. This means the company can achieve financial security and reinvest profits in developing a larger product portfolio of electric cars.
Wider promotion is the most important change to make, as it will mean EMB can achieve the growth objective by enlarging the customer base and sales. It also fits with designing a wider product portfolio to appeal to more income groups. However, price penetration may be useful as the pricing strategy will have to be reviewed as part of promoting to other consumers.