Answers

1 Business activity
Activity 1.1
a Answers could include: water; food; shelter; clothing.
b Answers could include: style to enhance the consumer’s image; clothing and footwear to
improve sporting performance.
c Explain two reasons why Tyche’s sales might have increased. For example:
The first reason why Tyche’s sales might have increased would be a rise in consumer incomes. If
buyers of Tyche’s sports goods have more disposable income, they are more likely to buy luxury
goods like sports clothing and Tyche could experience a rise in sales. The second reason could
be because of a promotional activity by Tyche. You need to be analytical here by clearly showing
how the rise in sales occurs. An example using Tyche would be very useful to support this.

Activity 1.2
Resource Type
Activity 1.3
The family that initially started the business Enterprise
Plastic to use in car interiors Land
a The opportunity cost of D7 spending more money on diamonds is buying a new diamond 1
Workers who work
cutting machine. on the production line Labour
Metal to use in the production car bodies Land
b As precious stones, diamonds are a very scarce resource and are very limited in supply.
Employees
Diamondswho also work in thehigh
have very finance department
demand because of the attractiveness of the productLabour
and their
Robot technology used on the production
opulent reputation. The combination of being line so scarce as a product and having such
Capital
a high
demand
The means
business’s IT that the market price for diamonds tends to be extremely high.
system Capital
The shareholder in the car manufacturer Enterprise
Activity 1.4
Product Type of good or service
A dress bought by a mother for her daughter’s birthday party Consumer good
A new building bought by a school Capital good
A personal computer sold in an electrical retailer for home use Consumer good
Financial advice offered by a bank to person thinking of retiring Consumer service
The ticket bought for a professional football match Consumer service
The vehicles bought by a distribution company Capital good

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Cambridge IGCSE Business Studies

Activity 1.5
a Value added is the increase in worth a business creates to a good or service as it goes through
the production process.
b The want being satisfied by P & M Ltd is the satisfaction buyers of the magazine get from reading
about sports and recreation.
c The opportunity cost for P & M Ltd is that it would have to give up an upgrade to its IT system if it
opens a new office in the US.
d The capital resources P & M Ltd will need include: office building, IT equipment, fixtures and
fittings. The labour resources include: journalists, IT staff, marketing and sales staff.
e Consider the benefits of specialisation which might include: a higher-quality product,
more efficient production and meeting the wants of the target market. Discuss the costs of
specialisation including: the risk if market demand for specialist magazines falls and there is a
limited market demand for the specialist magazine. It is important to evaluate the benefits of
specialisation clearly and include a justified conclusion.

2 Classification of businesses
Activity 2.1
Good or service Business activity (primary secondary, tertiary)
Activity
Dentist 2.2 Tertiary
Fishing Primary
a The hospital is state owned and managed; the companies that service it are owned and
2 Musical instrument Secondary
managed by privately owned businesses.
b Fridge
Explain that a mixed economy is made up Secondary
of organisations from both the public and private
sectors.
Social The app
media hospital is a public sector business
Tertiary which is owned and controlled by the
government.
Soya beans The companies that service it such as the cleaning company are owned and
Primary
controlled by private sector owners and shareholders.
Personal computer Secondary
Airline ticket Tertiary
Activity 2.3
Diamond mining Primary
a Ganji Academy provides a service so it is in the tertiary sector.
b Explain that Ganji Academy as a public sector organisation decides: what education service is
provided, how the school provides the service and who receives the service provided by the
school. Also explain that as it is providing an education service, profit is not its primary focus.
Remember that effective analytical skills are needed here.

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 Answers

Activity 2.4
a Answers could include any two from: profit; revenue; units sold; cash-flow; brand strength;
market share.
b As a private sector business, the coffee shop responds to consumer demand, provides the
service as a privately owned and controlled business and produces coffee to be sold to its
customers.

Activity 2.5
a The tertiary sector is the service activities that support businesses and provide services to final
consumers such as insurance and healthcare.
b Possible objectives might include two of the following: increasing profit; increasing revenue;
increasing customers served; effective management of cash-flow; improving brand image;
improving customer service.
c Explain the benefits for consumers of NPV being a private sector business, including: lower
prices and better service from an efficiently run private sector company. The disadvantages for
consumers include: higher prices and poorer service if the private sector company puts profit
ahead of public service. The advantages for workers include: more flexible, less bureaucratic
employer; possibility of higher wages. Evaluation of the disadvantages for workers: less job
security and lower wages if the business puts profit as its main objective. Remember that you
need to show clear analytical skills in your explanations along with evaluative skills each time
you make a point. A justified conclusion is needed.

3 Enterprise, business growth and size 3

Activity 3.1
Characteristic Example
Innovative has ideas about a new app
Self-motivated and works very long hours
determined
Self-confident sells her business enthusiastically
Multi-skilled has a degree in business and an accountancy qualification
Has strong leadership is never afraid to stand up in front of her workforce and talk about
qualities her vision for the business
Takes initiative sorted out a funding problem by arranging a new type of loan
Results-driven wants to achieve a revenue of $5m in three years
Risk-taker has used her house to secure a loan to start the business
Good networker knows a large number of people in the industry

Activity 3.2
a Four ways that the government might support Himari could include: grants; low interest loans;
low tax; rent-free premises; information; advice; subsidised training schemes.
b Two elements that might be in a business plan could include: details of the entrepreneur and
skills of the management; the business opportunity; the nature of the market; the aims of the
business; detailed financial forecasts such as the income statement.
c Two reasons the business plan might be useful to Himari’s investors could include: potential
returns from financial forecasts on profits and cash-flow; security of a loan or investment; and
general future direction of the business, such as expansion into new markets. It is important to
analyse the reasons by clearly demonstrating the usefulness of the plan to the investor.

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Cambridge IGCSE Business Studies

Activity 3.3
a Market share, capital employed.
b Explain that businesses are difficult to compare because they differ in terms of: the work of
employees potential sales in the market and the number of employees needed to make a sale.
Include analysis by making it clear how it is difficult to compare size.
c Explain the benefits of government support which include: innovation in markets, employment,
greater competition, lower prices and small businesses become large businesses. Analysis of the
problems of government support includes: the cost of grants and subsidies, less tax revenue from
tax advantages, and the cost of training schemes and advice. Analysis is important in this question
so make the link between support and the reason. An overall and justified conclusion is needed.

Activity 3.4
a The two ways that TEMPO could expand might include: increasing the number of goods
currently produced; increasing the number of new products sold; expanding into new markets
for its products.
b Two reasons for TEMPO expanding could include: to increase profits; to increase market share;
to gain economies of scale; to increase market power; to protect itself against a takeover.
c Explanation of two problems of growth for TEMPO might include: diseconomies of scale;
problems of integrating with the German businesses in a takeover/merger; lack of new market
knowledge; moving away from its core business. Good analytical skills are important here so
link the problem to how it might affect TEMPO.

4
Activity 3.5
a Four reasons why businesses might fail could include: poor planning; liquidity problems;
competition; poor marketing; poor management.
b Two benefits of Salma being a small business might be: easier internal communication; greater
flexibility; improved employee motivation; better relationships with customers.
c Salma’s strengths might include: growing market; use of local produce is popular; her skills and
knowledge; a low-price and high-quality product.
Her weaknesses might include: her inexperience in business; lack of finance; problems of entering
a competitive market. This answer needs clear analysis of the strengths and weaknesses. An
overall and justified conclusion that says whether Salma is in a good position or not is crucial.

4 Types of business organisation

Activity 4.1
a A partnership is a business owned by two or more people who will usually share responsibility
for the day-to-day running of the business.
b In the case of failure of a business, in limited liability, the owners risk losing only the amount that
they have invested. In the case of unlimited liability, however, the owners are responsible for all
of the debt of their business and may have to use their personal wealth.
c Decision making: In a partnership, decision making is shared, whereas a sole trader makes all
the decisions themselves and has full control over the business. While shared decision making
can often lead to better decisions, it can also lead to conflict.
Access to capital: Partnerships have greater access to capital than sole traders as there is
more than one person investing capital in the business. This makes it easier for partnerships to
expand their business.
Other points may include: Profits are shared in a partnership.

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d A sole trader might find it hard to compete with a larger firm because:
• Sole traders do not have as much access to funds as large firms do because banks will not
lend money to them as easily. So, they will find it harder to invest in the latest technology or
skills, making them less competitive.
• Sole traders may lack some of the essential business skills needed for running a business
whereas larger companies have the money to hire specialised workers and the reputation to
retain them as well.
e Example answer: If Sam forms a partnership, he will have someone to share his workload.
Having a partner may bring new ideas to improve the business and will also give him greater
access to finance.
Working as a sole trader, however, Sam is used to having full control, making decisions on his
own and being able to keep all the profits, which will not be the case in a partnership.
My recommendation would be for Sam to form a partnership as the extra funds and extra skills
will be helpful with his expansion and painting and decorating plans. Having a partner will allow
him to share the workload and be less stressed, which should help with maintaining his image
of providing good service and completing jobs in time. He should make sure that he chooses a
partner who can contribute expertise and extra funds.

Activity 4.2
a A limited company is a company owned by shareholders who get shares in exchange for their
investment. They are not responsible for the business’s debts.
b Possible reasons why shareholders might be reluctant to become a public limited company
might include:
5
• Loss of control over decision making: Currently, TM Textiles is owned by a very close group
of friends and family members where the owners/shareholders have a lot of control but
going public will mean many more shareholders. This will dilute the control of the existing
shareholders and may lead to a conflict of interest between them and the business.
• Difficult to manage: A public limited company can grow very quickly and become hard to
manage. Decision making can be slow and inefficiencies in communication can arise in a big
company with many shareholders compared to the ten shareholders involved in decision
making now.
Other points may include: Risk of takeover of a public limited company.
c Two differences between private and public limited companies could include:
• Owners: Private limited companies usually have a very small number of shareholders who
are often friends or members of the same family whereas public limited companies have a
very large number of shareholders.
• Borrowing finance: Private limited companies often find it difficult to raise finance because
they are small businesses with low-value assets to offer as security against loans. Public
limited companies, on the other hand, can often raise very large sums at good rates of
interest because of their reputation and valuable collateral.
Other points may include: Easier to sell shares in a public limited company to raise finance;
ownership and control are separated.
d Sample answer: If TM Textiles Pvt. Ltd decides to go public, then it will be able to raise the
additional capital it needs for buying new machinery through a share issue to the public.
However, the legal formalities for setting up a public limited company are more restrictive,
time-consuming and costly.
If TM Textiles Pvt. Ltd decides to take a loan from a bank instead, it may find it difficult to get the
amount of money it needs because banks usually need an asset as security before giving a loan.
It also cannot raise capital easily through issue of additional shares as it can only sell to family
and friends and permission is needed from the existing shareholders. It will, however, be able to
keep the control of the business within the family and continue to benefit from the fast decision
making that it currently has.

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Cambridge IGCSE Business Studies

I think that TM Textiles should go public because it can raise more capital this way by issuing
additional shares as well as borrowing from banks as banks are more likely to lend to a public
limited company than to a private limited company. Successful expansion due to the funding
will make up for the cost and complexity involved in setting it up.
Other points may include: Cost of interest in case of taking a loan.

Actvity 4.3
a A franchise is a business system where entrepreneurs buy the right to use the name, logo and
product of an existing business.
b Owning an unincorporated business will mean that he will not have a separate identity from the
business and may be at a disadvantage because:
• He will be personally responsible for any mishaps at his restaurant. For example, he may get
sued if customers get ill after eating food at his restaurant.
• He will also be fully liable for all the debts of the business and will have to pay back debts out
of his personal savings that he has saved in the last ten years.
Other points may include: It will be more difficult to raise finance.
c Two factors that could be considered are:
• The owner’s role in the management of the business: Some owners may want only to
invest in a business and have nothing to do with the running of it. If this is the case, then an
incorporated business organisation may be a better choice.
• How quickly the owners want to start operating their business: Unincorporated businesses
such as sole traders and partnerships are easier to set up than incorporated ones and so are
6 quicker to start running.
Other points may include: How much capital they have and how they can raise further capital;
whether they have the required skills to set up and run the business on their own.
d Four advantages to Nanda of investing in a franchise might include:
• There is less chance of business failure: Since the national fast-food brand that Nanda plans
to buy a franchise for is already popular and is already well established, there are fewer risks
and more chances of success.
• Advice and training by the franchisor: This will help Nanda in the initial setting up of the
restaurant, which can be quite difficult for someone like him who is starting a business
for the first time.
• The franchisor will promote the brand: The franchisor will help with financing the promotion
of the fast-food brand through national advertising, which will help Nanda keep his
advertising costs low.
• Assured quality of ingredients: The franchisor will already have checked the quality of
suppliers, so the franchisee is guaranteed quality supplies.

5 Business objectives and stakeholder objectives

Activity 5.1
a A business objective is a statement of a specific target to be achieved by the business in a
certain amount of time.
b The criteria should be:
• specific
• measurable
• achievable and agreed
• realistic and relevant
• time-specific.

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 Answers

c Here are four possible objectives of TekSmart Pvt. Ltd could include:
• To make a profit: Given that Swami and Vina’s friends are experts, they will bring new ideas
and possibly even new capital to the business, which should increase the profit of the
business compared to before.
• To expand the business: They could measure this by looking at the total revenue earned and
the number of clients compared to what they have now.
• To increase its market share: If its market share increases among the small- to medium-sized
businesses that it serves, then it will develop a strong brand image which will help them
get more business.
• To be socially responsible: TekSmart Pvt. Ltd should take business decisions that are
socially, ethically and environmentally responsible. For example, it should make sure that it
does not use any pirated software in its software development activities.
Note: Survival would not be an objective as TekSmart Pvt. Ltd is in its fourth year.

Activity 5.2
a A social enterprise is a business with social objectives that reinvests most of its profits back into
the business or into benefitting society at large.
b Kamaria will have different objectives for her shop and her social enterprise:
• Kamaria will have a profit-making objective for her shop while her social enterprise will have
an objective of benefitting the villagers who make the handicraft items.
• The profit obtained from the shop will be for Kamaria to use personally or to invest back
into her shop. The profits from the social enterprise, however, will be invested back into the
business in order to benefit the villagers. 7
c Two characteristics might include: owned and controlled by the state; financed mainly through
taxation; they have social objectives rather than profit objectives; their services are often
provided free or at a low cost.
d The public corporations may provide the following services for free or at a low price to all
villagers:
• Giving some basic training to the villagers in running and managing a small business so that
they are more efficient in what they do.
• Holding exhibitions for the villagers to show their handicraft products so that they can
market their products and meet potential buyers, business partners and investors.

Activity 5.3
a Internal stakeholders are people who have an interest in the decisions and activities of
a business and are part of the business, for example, owners and employees. External
stakeholders are people who have an interest in the decisions and activities of a business but
are not part of the business, for example, customers and suppliers.
b Local community: They would want to benefit from the jobs at the CHL chocolate factory and
other infrastructural facilities created by CHL Group.
Shareholders: The owners/shareholders, who are all family members, have invested money into
the business and would want their business to grow and earn profits so that they can get high
returns/dividends.
Current suppliers in another country: Those who currently supply cocoa to CHL Group would
want to be treated fairly and receive prompt payment for their supplies.
Other stakeholders may include: customers, workers, suppliers in the home country, government.
c Example answer: The objective of CHL Group was survival to start with because at first its
short-term objective would have been to establish a good relationship with the suppliers in
another country and understand the operational and marketing considerations. Now that it has

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Cambridge IGCSE Business Studies

established itself and managed to survive (make enough revenue to cover its costs) for a year or
two, then it can review and improve its current operations and think of objectives such as profit
and growth. The objectives of profit and growth can be achieved when the business manages
to have good revenue and is able to control its costs, for example by expanding and gaining
through economies of scale. To be able to do this, it needs to survive the first few years and
establish itself first.
d Example answer: The local community and the suppliers from another country may have
conflicting objectives; for instance, the local community would want more local jobs and would
want CHL Group to source its cocoa locally, whereas the suppliers from another country would
want CHL Group to continue buying from them.
Similarly, the local community and the owners would have conflicting objectives as well. The
owners do not want to change their suppliers because they have concerns about the quality
from the local suppliers, whereas the local community wants CHL Group to source its
cocoa locally.

Exam-style practice questions

a The public sector is the part of the economy that is controlled by the state or government [K].
This would be a state-run hospital in the case scenario.
b The tertiary sector is firms that supply a service to consumers and other businesses [K]. As a taxi
firm, Quick Route Ltd is a service sector business and part of the tertiary sector.
c The first reason Quick Route Ltd would want to expand its business is to increase profits [K]. As
a larger firm, its revenue will rise, and this will lead to a rise in profits [App]. The second reason
would be to increase its market share [K]. This means that it would have more of the total market
sales in the town. The increase in market share could give the business greater market power in
8
the taxi market [App].
d The first way that Quick Route Ltd will be affected by being a private sector business is that it
will need to make profit on its activities [App]. Profit is important because it is the return the
owners/shareholders get from the risk of setting up in the taxi market [App]. Without a profit,
there would be no incentive for the owners to set up the business [An]. The second way that
Quick Route Ltd is affected by being a private sector business is that it experiences the risk
of bankruptcy [App]. If Quick Route Ltd operates a poor service, it will not make the revenue
needed to satisfy its investors and it will go out of business. This is particularly the case if Quick
Route Ltd is unable to repay its loans to the bank [An].
e The first way that Quick Route Ltd benefits from targeting three types of customer is that
it is able to spread risk [K] across three different market segments. This is important when
one part of the market experiences a fall in sales [K]. For example, this might be the case if
the local contracts have a fall in sales [App]and Quick Route Ltd can increase its sales in the
executive cars [An]. This may prove difficult, however, if the business has a limited number
of executive cars [Ev]. Secondly, operating in different markets gives Quick Route Ltd the
opportunity to increase sales revenue [K]. If, for example, the regular market and contract
market do not experience any growth, then the executive market can give the business the
potential to increase sales [An]. Finally, operating in three markets gives Quick Route Ltd
the chance of increasing its profit margins [App]. This would be the case in the contract and
executive markets where consumers are willing to pay higher prices [An]. It may be the case,
however, that these markets have higher costs, such as the investment costs in executive cars
[Ev]. Operating in three markets does, however, mean that Quick Route Ltd might lose some
of the benefits of specialisation [Ev]. It may do better to focus on contract hire, for example,
because Quick Route Ltd can be known in the market for this as a unique selling point [Ev].
In conclusion, the benefits of spreading risk seem to be crucial here so operating in three
markets does seem to have benefitted Quick Route Ltd [Ev].

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 Answers

Exam-style case study

Boiling Point Ltd
1 a Explanations of two ways that Boiling Point could add value from: branding; excellent
service quality; product features; convenience.
b Explanation of the factors that are important for Eskor as an entrepreneur:
Innovation: to develop new products.
Self-motivation and determination: can keep going when business gets difficult.
Strong leadership qualities: the ability to motivate others.
Conclusion: Discussion leading to which, in your opinion, is the most important factor. For
example, self-motivation and determination may be the most important factor for Eskor to
overcome the difficulties faced by such a new business.
2 a Reason 1: For job creation [K] by the business.
Explanation: Governments are interested in maintaining low rates of unemployment and
employment by a business like Boiling Point Ltd is crucial in achieving this [App]. This
could be important in a town or region in Ethiopia where unemployment is high and the
jobs that Boiling Point Ltd creates improve the welfare of people [An].
Reason 2: This type of business develops new ideas and is innovative [K].
Explanation: These innovations are important for the overall development of the Ethiopian
economy [App]. If Boiling Point Ltd, for example, develops a new energy-efficient heating
system for its kettles, then this could be used throughout the Ethiopian economy and improve
wider energy efficiency [An].
b The first benefit of Boiling Point Ltd increasing in size is economies of scale. These are the 9
costs of advantages of Boiling Point Ltd operating at a greater scale of production [K]. An
example of this would be technical economies of scale where Boiling Point Ltd is able to
produce its kettles with technically advanced large-capacity machinery and equipment
[App]. The efficiency advantages of doing this lead to falling unit costs so that each kettle
can be produced at a lower average cost [An]. Lower average costs mean that Boiling Point
Ltd can reduce its prices and increase market share or it can have larger profit margins and
increase profits [An]. There is, however, a risk of growth leading to diseconomies of
scale, such as communication difficulties, which could increase Boiling Point Ltd’s unit
costs [Ev].
Greater power to control the market means that Boiling Point Ltd uses the market share it
gains through growth to have greater control over price [K]. It could, for example, achieve
a higher price for its kettles because of its brand influence in the minds of Ethiopian
consumers [App]. The higher price could mean greater profit margin on each kettle it sells,
which in turn could mean higher total profit [An]. There may, however, be a risk that greater
market power attracts the attention of government regulators [Ev].
Boiling Point Ltd’s growth could mean a rise in total profit as the business sells more kettles
[K]. Assuming that revenue rises faster than cost, then total profit will rise [Ev]. This profit
could be reinvested in the business and, for example, fund development in technology
[An]. There is, however, the risk that cost could increase faster than revenue, especially if
investment is needed in capital to increase capacity [Ev].
In conclusion, the increase in profit may be the most important benefit if, for example,
greater profits could be used to reinvest in Boiling Point Ltd’s future growth [Ev]. Economies
of scale and the increase in profit margin from having greater power to control the markets
are more short-term benefits but the long-term success for Boiling Point Ltd is most likely to
come from reinvesting profits [Ev].
3 a Explanation of four reasons for business failure from: poor planning and lack of objectives;
liquidity problems; poor choice of location; poor management; failure to invest in new
technologies; poor marketing; lack of finance; poor economic conditions; high level of
competition.

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b Explanation of each of the options for Boiling Point in Appendix 1:

Boiling Point should enter the new market on its own: It has the independence to do things
its own way and may not wish to be linked to the unethical behaviour of #Kitchen Services.
Boiling Point should enter the new market as a joint venture with #Kitchen Services: #Kitchen
Services will give Boiling Point support and expertise and it already has good links with the
European market.
Boiling Point should not enter the market: It can reduce risk by keeping the business in a
market it understands.
Conclusion: Discussion leading to a suggestion of which option to choose. For example,
you might say that Boiling Point should enter the new market as a joint venture because of
#Kitchen Services’ expertise.
4 a Explanation of the interests of four different stakeholders from: owners and shareholders
(profits); managers (bonuses); employees (job security); lenders (security of a loan); suppliers
(payment of credit); customers (security of supply); government (tax payments); local
community (employment).
b Explain the benefits of Boiling Point expanding into the European market in terms of:
Sales: increased sales will generate more cash for the business.
Profit: increased profit can be used to fund new innovation.
Risk: this can be spread by diversifying and producing in different markets.
Conclusion: Discussion leading to a focus on the most important benefit, for example, the
reduced risk for Boiling Point of operating across different markets.

10
6 Motivating employees
Activity 6.1
Quote Reason
‘I enjoy meeting so many new people working on reception’ interesting work
‘I like the feeling of being in charge of a large group of employees’ responsibility
‘It is really good to be able to stay at other hotels in our chain at discounted fringe benefits
rates’
‘The income I earn as the conference manager gives me a good standard of pay
living’
‘I like the opportunity to make progress to more senior jobs in the hotel’ promotion
‘I really enjoy the company of the team of people I work with in the kitchen’ friendship
‘I have learnt so many new skills since I’ve worked with this business’ training
‘Being the manager of the hotel means that people really look up to you’ status

Activity 6.2
a Production is the total output of an organisation and productivity is the output per employee.
b Well-motivated workers may be more satisfied at work and are less likely to be absent from their job.
c Two benefits could include: reduced training costs; reduced recruitment costs; retaining skilled
employees. It is important to analyse the link between lower labour turnover and its benefits.
For example, if workers stay at a business longer, it means that not as much has to be spent
training new workers.

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Activity 6.3
Quote Need
‘I feel under-valued because my job title is not respected’ esteem
‘The pay we get is not enough to meet the cost of living’ physical
‘I often work on my own in the shop, which makes it boring’ social
‘I often worry about losing my job because people are often sacked’ security
‘I don’t feel I can reach my potential with this business’ self-actualisation

Activity 6.4
a Two factors associated with the ‘scientific management theory’ could include: economic man;
piece rates; money as a motivator.
b Two hygiene factors that Capture might use could include: pay; conditions; relationship with
others; supervision; company policy.
c Herzberg’s motivators allow workers to access esteem and self-actualisation in the hierarchy
of needs, which raises their motivation at work. Make sure that you analyse how, for example,
responsibility makes a worker more motivated.

Activity 6.5
Example Financial reward
The managers at an insurance company will be paid an additional $5000 bonus scheme 11
on top of their salary if they achieve their performance target.
The sales staff at a car show room are paid $500 for each car they sell. commission

Activity 6.6
A retail chain pays a $4000 bonus to each of its employees because of the
profit it has made.
profit sharing

a ATwo
shoecharacteristics of quality
manufacturer pays circles might
its employees $2.50 include:
for each groups of employees
pair of shoes they whopiece
meetrate
regularly to
discuss work-related problems; employees are given the responsibility to improve quality.
produce.
b Managers
Explain that job enlargement
in public is increasing
sector hospitals are paidor$80
widening
000 pertasks
year.and job rotation is increasing the
salary
variety
The staff of
in tasks in the restaurant
a fast-food workplace.areMake
paidsure
$10that
per you analyse how responsibility
hour. might
hourly improve
wage rate
motivation. An example would be really useful to support this.
Senior staff at a publishing company are given private health insurance. fringe benefit
c Explain Maslow’s and Herzberg’s theories showing how job enrichment might increase
employees’ motivation, thus making workers more productive and improving the supermarket’s
performance. Discuss how job enrichment may, however, increase costs and take time to work.
You need to use analysis and evaluation of job enrichment. Make sure that you conclude your
answer by, for example, picking out the most important reason why job enrichment might
improve the supermarket’s performance.

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7 Organisation and management

Activity 7.1
Job type Functional department
Production line workers operations
Management accountant finance
Technicians involved in testing new products research and development
The employees that manage workers’ contracts human resources
The team of staff that work on promotional campaigns marketing

Activity 7.2
a The span of control is the number of subordinates reporting to each supervisor/manager. If a
manager has five subordinates, the span of control is five.
b Two factors that determine span of control might include: skill of the manager; nature of the
workforce; the task.
c Explain that managers become responsible for more workers as the number of managers is
reduced when layers of hierarchy are removed. Do not forget to be analytical by clearly making
the link between reduced layers in the hierarchy and managers being responsible for managing
more workers.

Activity 7.3
12
a Delegation at Pug Gym would mean passing authority down through the organisational
hierarchy to a subordinate. For example, Jackson might ask one of his staff to decide what time
is best to schedule a gym class.
b Two characteristics of autocratic leadership could include: centralised decision making; one-
way communication; limited involvement of workers in decision making.
c Consider the possible benefits of a democratic management style: access to higher levels of
the ‘hierarchy of needs’, which are Herzberg’s ‘motivators’; involvement in decision making
increases motivation. Discuss the possible problems of democratic management: it slows down
decision making and it is not possible in certain situations. Make sure that you show analytical
skills when you explain the benefits of democratic management and that your discussion of the
possible problems is evaluative. You need to finish with a conclusion – would Pug Gym benefit
from democratic management?

Activity 7.4
Example Function
A team of employees have to report their monthly sales figures to a manager. controlling
A manager holds a team meeting because they feel that the team is under- commanding
performing.
Managers hold a meeting to work out a strategy to achieve the coming year’s planning
profit target.
A manager puts together the resources that each team will need when they are organising
going out to sell to customers.
The sales manager works with the production manager to make sure that coordinating
enough of the final product will be available to meet customer demand.

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Activity 7.5
a Two functions of company directors might include: setting strategy; reviewing managers’
performance; protecting interests of shareholders; providing leadership.
b Two characteristics of democratic management might include: delegation; two-way
communication; decentralised decision making; a high level of consultation with employees.
c One problem of decentralised decision making might include: can be time-consuming; can lead
to a loss of management control; can make the decision-making process more complex. Try to
be analytical here by making the link between decentralised decision making and problems
such as loss of management control.
d Explain that benefits of better relationships between management and the trade union may
include: fewer industrial disputes; more motivated employees; easier decision making. Discuss
that failing to improve the relationship may: slow down decision making; lead to higher business
costs; cause a conflict of objectives. Remember that it is important to be analytical in the first
part of this answer when you explain why better relationships between managers and the trade
union will benefit the business. You also need to be evaluative of these benefits and come to a
final conclusion.

8 Recruitment, selection and training

of employees
Activity 8.1
a Internal recruitment is filling a vacant post with someone already employed in the business
and external recruitment is filling a vacant post with somebody not already employed in the 13
business.
b Two benefits to Peace of Mind Security of internal recruitment might include: filling vacancies
more quickly; an employee already knows the business; the business knows the strengths and
weaknesses of an employee; a promotion opportunity can motivate employees.
c Reasons why external recruitment has higher costs than internal recruitment include: it takes
longer to fill vacancies; the process costs of recruitment are higher; external candidates usually
need more training. Effective analysis is important here, so develop the link between external
recruitment and costs such as training.

Activity 8.2
Stage Number order
A shortlist is selected from all the applicants. 7
Application forms and job details are sent out. 5
A person specification is produced. 3
The business identifies the need for a new employee and carries out a job analysis. 1
The right candidate is selected. 9
A job description is produced. 2
The job is advertised. 4
Completed applications are received. 6
Shortlisted candidates are interviewed. 8

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Activity 8.3
a On-the-job training happens at the workplace and involves watching or following an
experienced employee. Off-the-job training takes place away from the workplace, for example at
a college, university or a specialist training provider’s premises.
b Two advantages of using on-the-job training could include: low training costs; employees learn
what the business wants; employees are producing while they are learning. Show your analytical
skills by developing an advantage of on-the-job training to show how this reduces training costs.
An example would be really useful to support this.
c Two reasons why on-the-job training might not be effective could include: existing employees’
bad habits might be learnt; trainees might not learn the most up-to-date methods; mistakes
made by employees when learning have costs; it slows down the production of experienced
employees. Make sure that you analyse the problems of on-the-job training such as mistakes
made by employees.

Activity 8.4
a Four details of a contract of employment might include: name of employer; name of employee;
date of commencement; pay; hours to be worked; job title; responsibilities; holiday entitlement;
notice time; disciplinary procedure.
b Two factors to take into account when deciding to retain a worker or make them redundant
might include: productivity of the employee; the employee’s discipline; absenteeism of the
employee; the employee’s age.
c Explain that the minimum wage directly increases the cost of an employee and this increases
14 labour costs. Health and safety regulations lead to higher costs as new systems and equipment
are needed. Remember to be analytical in your approach by, for example, making the link
between the minimum wage and higher labour costs.
d Consider that too much employment regulation could be bad for an employer such as Jouer
Et Apprendre because it might slow down decision making; lead to a rise in bureaucracy; and
increase labour costs. Discuss how regulation might protect workers and could make Jouer
Et Apprendre more socially responsible. Make sure that you are analytical in developing your
reason why regulation may be bad for the business. You also need to be evaluative and come to
a final conclusion.

Activity 8.5
a A job description lists the key points about a job: job title; key duties; responsibilities;
accountability.
b Four stages in the recruitment process might be: identify the need for a new employee; produce
a person specification; produce a job description; advertise the job; send application forms;
interview candidates; select a candidate.
c Far and Wide would use training outside the business at a training company and/or college.
This could give employees wider outside experience in terms of issuing tickets and processing
payments.
d Two benefits of off-the-job training for Far and Wide might include: specialist trainers; no
distraction of work; mistakes at work are not made; latest methods are covered. Remember to
show your analytical skills here by clearly making the link between off-the-job training and its
benefits. An example would be very useful here.
e Explain that the benefits of retaining employees during a downturn include: keeping skilled and
experienced workers; no cost of redundancy; maintaining the morale of the workforce. Discuss
the possible problems of retaining employees: wage costs will need to be covered in a recession;
there may not be enough work for the retained labour force. Develop your explanation by
analysing the benefits of retaining employees, such as reduced training costs. You must also
evaluate these benefits and justify your final conclusion.

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9 Internal and external communication

Activity 9.1
Example Internal/
external
An email is sent by senior managers to A Tread Plc’s employees about new data internal
protection rules.
A Tread Plc does a telephone survey with potential customers. external
A Tread Plc’s finance director has a face-to-face meeting with the bank. external
The CEO has a monthly online meeting with A Tread Plc’s management. internal
A Tread Plc holds a meeting with local residents who live near one of its factories. external
A monthly newsletter is posted on A Tread Plc’s intranet platform for all its employees. internal

Activity 9.2
a Two characteristics of effective communication might include: clear information passes
between two or more people or groups; feedback is given to confirm that the message has been
received and understood.
b Four types of communication media might include: oral; written; electronic; visual.
c Two benefits of effective communication might be: reduced risk of mistakes; faster decision
making; quicker response to market changes; improved coordination; improved motivation;
improved customer relationships. 15
d Face-to-face communication might improve JLK’s performance through: improved quality of
feedback; being good for discussion; encouraging two-way communication. Analyse, for example,
how face-to-face communication develops two-way communication, which encourages employee
involvement in decision making. An example would be very useful to support this.

Activity 9.3
Benefit Limitation Communication method
personal contact between no permanent record oral
sender and receiver
provides a permanent record feedback is slower written
can be sent to many receivers can be accessed by people who are electronic
at the same time not intended receivers
creates interest and grabs can be misinterpreted visual
attention

Activity 9.4
a Four types of electronic communication could include: email; text; social media; intranet; video
conferencing.
b Two factors that account for Open Sky’s choice of electronic communication could include:
large number of recipients; significant visual impact; gives a record of communication; a fast
speed of delivery.
c Two problems of electronic communication might include: too many messages are sent and
received; the high cost of setting up the system; possible technical problems; the possible loss
of confidentiality. Analysis of the problems is crucial and this should be supported with an
example from Open Sky.

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Activity 9.5
a Two-way communication is where the receiver is allowed to respond to the message and the
sender listens to the response.
b Two reasons why a long communication channel might lead to poor communication might be:
it could lead to distorted information; senders/receivers can manipulate messages; it is a
time-consuming method.
c Two negative consequences of poor communication could be: a task may not be completed;
it could lead to a fall in motivation; it may damage the business’s reputation; some tasks may
be done poorly. Show your analytical skills by developing the negative consequences of poor
communication, such as poorly motivated employees.
d Explain how two-way and short-channel communication would reduce misinterpreted
communication in the local government office and improve feedback. Discuss how two-
way communication may, however, be more time-consuming and how short-channel
communication could lead to increases in cost. Start this answer by fully analysing the benefits
of two-way, short-channel communication for the local government office.

Activity 9.6
a Feedback is the receiver’s response to a message.
b Two forms of written communication might include: noticeboard; memorandum; letter; email.
c Two benefits to K&C of effective communication might be: effective completion of tasks;
improved motivation; greater efficiency; less conflict between people in the organisation. You
must be analytical here when you explain how effective communication, for example, improves
16 employee motivation.
d Two problems of using oral communication might include: it can be time-consuming; there
is no record of the communication; the receiver may not hear clearly. Analyse the problems of
using oral communication. A relevant case example would be useful to support this.
e The benefits to K&C of using the intranet and an app might be: faster communication; quicker
feedback; effective visual presentation; a record of the communication. Discuss how the intranet
and app may, however, be expensive to set up and how there could be a loss of confidentiality.
Be clear in your analysis of K&C using the intranet and an app, but also evaluate these benefits
and come to a final conclusion.

Exam-style practice questions

a Effective communication is when information passes between two or more people or groups,
with feedback given to confirm that the message has been received and understood [K].
b Output / number of workers = labour productivity [K].
c The first characteristic of democratic management is delegated decision making [K]. This is
where managers at ARB pass on responsibility for decision making to their subordinates [App].
For example, managers at ARB allow employees to make decisions on the new communication
system [App].
The second characteristic is two-way communication between subordinates and managers
[K]. This, for example, could be where managers at ARB discuss the introduction of electronic
communication with their subordinates [App].
d The first of Herzberg’s motivators could be responsibility [K]. This is where employees at ARB are
given responsibility to manage particular areas of the business, such as an employee being put
in charge of a set of customer accounts and having to manage these effectively [App]. This could
motivate the employee because their work and decision making are being judged based on
how well they manage the accounts [An]. The second motivator could be recognition at work [K]
where an employee at ARB is recognised for the quality of the work they do [App]. If, for example,
an employee has responsibility for signing up new customers and they do this successfully, they

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might be recognised by a senior manager who discusses their good performance with them at
a meeting [App]. The recognition may improve the employee’s motivation because they feel
appreciated at work for their achievements [An].
e Internal communication is within the organisation at ARB [K]. The first consequence of poor
internal communication is that tasks may not be completed effectively [K]. For example, an
employee does not receive accurate information about managing an account and this causes
them to make a mistake with a customer [App]. This could result in ARB losing customers
and seeing profits fall [An]. The second consequence could be a negative impact of employee
motivation [K]. Workers who, for example, do not feel well informed about decisions may
become demotivated and do not do their work as effectively [App]. This could increase costs
and reduce the bank’s profits [An]. A third way that ARB may be adversely affected by poor
internal communication would be ineffective decision making [K]. Managers, for example, need
accurate information to make effective decisions. If a manager at ARB wants to close a
branch, they need to know precise information about the branch’s revenues and costs to
make the decision [App]. If they do not have accurate information, they may close a branch
unnecessarily [An]. In conclusion, ARB has problems with internal communication but it may
also have other problems such as management style and changes in the market [Ev].
Without more detailed information about other problems, it is quite difficult to say whether this
is the biggest problem, although it is certainly a problem for ARB [Ev].

Exam-style case study

Aspire Ltd
1 a Reason 1: It could improve the efficiency of the labour force [K].
17
Explanation: If the computer game designers are well trained, they can do tasks more
quickly and they are less likely to make mistakes, which improves Aspire’s efficiency [App].
Improved efficiency can reduce Aspire’s costs [An]. This could lead to lower prices, which
would increase Aspire’s revenues and increase its profits [An].
Reason 2: It could improve worker motivation [K].
Explanation: If computer game designers at Aspire have better skills, then this improves
the quality of their work, which raises their motivation [An]. This could be seen as one of
Herzberg’s motivating factors at work [App]. If workers become more motivated, they will
be more effective in their work and they could produce better-quality computer games. This
could increase Aspire’s revenues and profits [An].
b Low cost: On-the-job training means that employees at Aspire are trained at the business
[K]. This would mean that new and existing workers are trained by Aspire’s experienced
staff [App]. This method can be relatively low cost because workers do not have to leave the
business to go to, for example, a college where a payment is made for the training [An]. This
could improve Aspire’s profit margins [An].
Learn the way that Aspire wants: This is done through on-the-job training, which develops
workers so that they are more likely to meet Aspire’s specific needs [App]. For example,
the computer game designers produce games that are specific to the Aspire brand which
is attractive to their customers [App]. This could increase Aspire’s brand loyalty, increasing
revenues and profits [An].
Producing while training: This also happens through on-the-job training [K]. This means that
workers are adding value to the business even when they are training [K]. If workers were
away from the business, they would not be contributing to Aspire’s output [An]. The output
that on-the-job trainees contribute could increase Aspire’s revenues and profits [An]. On-the-
job training does come with some disadvantages as the time spent by employees training
staff could reduce the productivity of the staff doing the training [Ev]. Also, the quality of the
work done by the staff who are undergoing training may not be that good and this could
reduce Aspire’s efficiency [Ev].
Conclusion: Probably the most significant benefit is training staff the ‘Aspire’ way. This
strengthens its brand and supports the future development of the business [Ev].

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2 a Two benefits, with explanations, to Aspire of a highly motivated labour force from: improved
productivity; low rate of absenteeism; low rate of labour turnover; better quality of goods
and services produced; Aspire becomes more competitive.
b Explanation of how the following might motivate workers in the following ways:
Salary and wages: financial incentives.
Recognition of achievement: one of Herzberg’s motivators.
The quality of the work: reaching the highest levels in Maslow’s hierarchy of needs.
Conclusion: Your discussion could be, for example, that the quality of the work itself is
the most important factor at Aspire because of the nature of the people who work in the
computer games industry.
3 a Explanation of four factors that influence the span of control from: the difficulty of the tasks;
the experience and skills of the employees; the size of the business; how many levels of
hierarchy there are; the management style.
b Explanation of how the following factors might affect Francesca’s leadership style:
Nature of the workforce: the more skilled, the more democratic.
Personality of the manager: more liberal may mean more democratic.
Task to be completed: long-term game design may mean more democratic leadership.
Conclusion: Your discussion might include, for example, that the most important factor is
Francesca’s personality because this is something that a manager finds difficult to change.
4 a Four benefits to Aspire of effective communication could include: reduces the risks of
mistakes; enables faster decision making; gives quicker response to market changes;
improves coordination between departments; improves motivation of the workforce;
improves customer relationships. Make sure that you include explanations as to how your
18 four benefits apply to Aspire.
b Electronic communication
Advantages might include: its speed; a record of communication can be kept; many receivers
can be reached at the same time. Make sure that you explain how this advantage might
apply to Aspire.
Disadvantages might include: excessive number of messages; messages may be
misunderstood; setting up the system might be expensive. Make sure that you explain how
this disadvantage might apply to Aspire.
Oral communication
Advantages might include: personal communication; immediate feedback; two-way
communication. Make sure that you explain how this advantage might apply to Aspire.
Disadvantages might include: limited number of people can be communicated with; maybe
no record of communication; it is time-consuming. Make sure that you explain how this
disadvantage might apply to Aspire.
Conclusion: Discuss which method is most effective, justifying how it applies to the nature of
the communication situation.

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10 Marketing, competition and the customer

Activity 10.1
a Customer base is the group of customers that a business sells its products to and market
segment is a part of the whole market in which consumers have specific characteristics.
b RinxTV might identify consumer wants through market research. Define market research and
give an example in context.
c Explain the popularity of sports and drama amongst consumers and how consumers are
attracted to these products so they will keep buying RinxTV products because of sports and
drama. Make sure that you clearly analyse the link between how sports and drama might build
brand loyalty for a media business.

Activity 10.2
Reason Example
Activity 10.3
The price of the product A newspaper business decides to aggressively discount its product.
The price of competitors’ A low-cost airline loses sales because of the fall in price of a major
a Four government actions might include: changes in legal controls; deregulation; free trade
products international airline.
agreement; tax changes; government loans being introduced; changes in subsidies.
Changes in consumer A house builder experiences a rise in demand because average
b income
A rise in minimum wage couldwages increase labour
in the costs and
economy havehealth and safety
increased in the legislation could add
last two years.
to administrative and capital costs.
Changes in tastes and The sales of a novelty toy rise by 200% in a year because it is seen
c fashion
Digital books are competition as foraphysically published
‘must have’ productbooks so the increase in the digital book
by children.
market could lead to a fall in Punto Libro Books Ltd’s sales. Remember to clearly show your 19
Spending on advertising The market share of a sports goods company rises significantly
analytical skills by fully developing how digital books are competition for published books. An
and promotion when a business pays for its tennis racket to be used by the world’s
example would also be very useful to illustrate your answer.
number one tennis player.
Changes in population size A drugs company sees a rise in demand for a drug used to treat
Activity 10.4
and structure arthritis suffered by people over a certain age.

a Niche marketing means developing products for a small segment of the market, whilst mass
marketing is selling the same product to the whole market.
b Two benefits of selling in a niche market might include: higher profit margins; less competition;
easier to compete against large firms; develop stronger brand loyalty.
c Selling to the mass market means higher sales for Cleanall, which leads to economies of
scale, giving lower average/unit costs, which increase profit margins and total profit. Use your
analytical skills to fully develop the relationship between mass marketing and, for example, how
this increases Cleanall’s profits.

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Cambridge IGCSE Business Studies

Activity 10.5
a Market segment is the part of the whole market in which consumers have specific characteristics.
b The two types of segmentation are: demographic (women / young athletes) and psychographic
(runners).
c The benefits of segmentation for Yousport are: products can be specifically designed to meet
the needs of the consumers, marketing strategies such as advertising can be better targeted and
higher prices can be charged. This could increase Yousport’s market share but other firms may
also be successful and the right market segments need to be targeted. Show your analytical skills
by developing the benefits of segmentation and then evaluate the points that you have made. You
must then come to a final conclusion. Do not forget examples to support the points that you
make.

11 Market research
Activity 11.1
a Market research: the process of collecting, recording and analysing data about the customers,
competitors and market for a product.
b Four ways that market research can help Southern B include: find out about what customers
like and dislike about products; identify tastes and preferences; help decisions on the marketing
mix; know about market size; predict how the demand for a product might change.
c To be more market orientated, SouthernB needs to make sure that its service is developed
based on its market research to how customers would react to ‘comfort and reliability’. Analysis
is critical in this answer so clearly develop the points on how SouthernB can be more market
20 orientated and support this with examples.

Activity 11.2
Example Types of research
The marketing manager at the shop buys a market research report on the secondary
cycling market in the country.
A person is interviewed about the types of cycling they do. primary
A student who works part-time at the shop spends a week researching secondary
news articles on the internet about the cycling market.
The shop manager sends an email questionnaire to customers asking them primary
about their satisfaction with the shop’s product range.
The owner of the shop uses government publications to find out about secondary
population and income in the local area.
A group of customers is invited to the shop talk about cycling equipment. primary

Activity 11.3
a Market orientated is where a business develops products based on consumer demand as
identified by the market research. Product orientated is where a firm decides what to produce
and then tries to find the buyers for the product.
b Two types of secondary research could include: government publications; market research
reports; internet; newspapers and magazines; business records.
c Two benefits could be: it provides information specific to the business; it is up to date; it is not
available to other businesses. Use analysis to clearly develop the benefits of market research
to LJK.

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Activity 11.4
a Four ways that market research data can be displayed could include: tables; bar charts; pie
charts; pictograms; line graphs.
b Sampling could be used because it reduces research time and reduces cost.
c Explain the strengths of primary research: it provides information specific to the business, it is
up to date and it is not available to other businesses. Its weaknesses are that it costs and it is
time-consuming. You are likely to conclude that it is the only effective way of getting information
specific to Safe-sure’s consumers. Develop your analysis of the benefits of primary research to
Safe-sure and then evaluate these benefits. Make sure that you come to a final conclusion to
justify your argument.

Activity 11.5
a Total online purchases in 2017 = 141. Music purchases = 32. So, percentage of music purchases =
32/141 x 100 = 22.7%.
b Film purchases in 2015 =20. Film purchases in 2017 = 30. So, percentage increase = (3020)/
20 x 100 = 50%.
c The pie chart and the bar chart show an increase in the number of purchases made by the
sample group from 2015 to 2017 and if this represents the market then the value of sales
over the period would have increased. Discuss how this is a small sample which may not be
representative of the whole market; the data covers only the number of purchases but there
is no data on value; and there are only five products in the data which is a very small part of
total online sales.
21

12 Marketing mix: product and price

Activity 12.1
a A product is the goods and services produced to satisfy a customer need or want. A brand is the
name, image or symbol that distinguishes a product from competitors’ products.
b Two product development costs could include: market research; capital expenditure;
finance costs.
c Two benefits of the new product might be: increased revenue; increased profit; keeping up with
the competition; spreading risk across different markets. It is important to fully analyse your
two benefits by showing the connection between the new product and increased revenues. An
example here is important.

Activity 12.2
a The four phases of the product life cycle are: introduction, growth, maturity and decline.
b Two characteristics of the maturity phase of the product life cycle could include: sales have
peaked; sales are constant; it is the most profitable phase of the life cycle.
c Two extension strategies could include: finding a new market for its products; finding new uses
for its products; adapting the product; changing the packaging; increasing promotional activity.
Do not forget to analyse your extension strategy and use an example to illustrate it from the
case scenario.

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Activity 12.3
Example Pricing method
A confectionary manufacturer sets a discount price when it launches a new penetration pricing
chocolate bar.
A coffee shop bases the price of a cup of coffee on the cost of producing the cost-plus pricing
coffee.
A computer game company sets a high price when a product is first launched. market skimming
A petrol retailer tries to match the price of other petrol retailers in the area. competitive pricing
A computer retailer discounts the price of its laptops and PCs to sell more promotional pricing
accessories.

Activity 12.4
a Four factors could include: new or existing product; how unique the product is; how much
competition there is for YooU; how strong the brand is; the costs of production; YooU’s
marketing objectives.
b YooU needs to work out the costs of operating a flight, dividing this cost by the number of seats
on the flight to get a cost per seat and then adding a mark-up to get the ticket price.
c Loss leadership involves setting a low price for flight tickets and then selling insurance, hotels
and seat selection at higher prices to make a profit on these products. Analyse how loss
leadership can be used here by referring to YooU Air as an example.

22
Activity 12.5
a Price elasticity of demand measures how much demand (sales) for a product changes when
there is a change in its price.
b Consumers are more likely to have to stay in a hotel at weekends when they have time off and
this makes demand more inelastic.
c Demand tends to be more elastic during the week and revenue rises when price is reduced
when demand is price elastic. It is crucial to analyse how elasticity affects revenue when price is
changed in this case. Using a numerical example could be useful here.
d Explain that consumer demand is important when setting price in terms of: what the consumer
is willing to pay, the PED, and what the competition’s price is. Consider other factors that affect
price such as cost and alternative marketing strategies such as environmental considerations.
Once you have fully analysed the importance of demand on pricing decisions, evaluate this
by considering alternative factors that can affect price. Make sure that you come to a justified
conclusion based on your argument.

13 Marketing mix: place and promotion

Activity 13.1
a A channel of distribution is the way that a product gets from the producer to the final consumer.
b The distribution channels would be: producer, wholesaler and retailer to the consumer.
c Two benefits could include: economies of scale from selling in large quantities; they do not
have the costs of selling small quantities to small retailers; the wholesaler pays storage costs;
wholesalers advertise and promote the product. Make sure that you analyse the benefits by
clearly linking the use of wholesalers and, for example, economies of scale.

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Activity 13.2
Example Method of promotion
A credit card company sends offers to customers through the post. direct mail
A chain of coffee shops offers a loyalty card to customers which gets sales promotion
them a free cup with every eight that they buy.
A cosmetics business uses a major fashion magazine to promote its advertising
products through pictures of models in the magazine.
A sports goods manufacturer pays a leading tennis player to use its rackets. sponsorship
A car dealership uses a team of employees to sell cars to customers. personal selling

Activity 13.3
a Informative advertising is where information about a product is communicated to consumers to
create product awareness and attract their interest. Persuasive advertising is communicating
with consumers with the aim of getting them to buy a firm’s product rather than a competitor’s
product.
b Two advantages of direct selling might include: all the profit is earned by the producer; the
producer controls the marketing mix; speed of getting the product to the consumer; the
producer has direct control of the production process. Remember to fully analyse the benefits
of selling directly by clearly showing how producer control of the marketing mix benefits Holdall.
c Explain how an increase in the marketing budget can increase market share through different
forms of promotion, which leads to an increase in demand from Holdall’s consumers which
could increase its market share. This assumes that Holdall’s marketing is successful and that
other businesses do not also increase their marketing budgets. Start this answer by analysing 23
how a greater marketing budget can increase Holdall’s market share and then evaluate this by
considering, for example, how other factors might affect its market share. Do not forget to come
to a justified conclusion based on your argument.

Activity 13.4
a E-commerce is the use of the internet and other technologies by businesses to market and sell
goods and services to customers.
b Two threats could be: fraud; hacking; no personal service; returning items.
c Two ways might be: use of targeted promotion and advertising by the business; consumers pass
on promotion through their own social media; lower cost promotion can lead to lower prices;
social media can speed up ordering and payment. Show your analytical skills here by linking the
use of social media and Let-us-in’s revenue. An example to support this would be very useful.

Activity 13.5
a Four different methods of promotion might be: personal selling; advertising; sales promotion;
direct mail; sponsorship.
b Above-the-line promotion is paid-for advertising communication with consumers which uses
printed and visual media. Below-the-line promotion is not paid for but it uses incentives to
encourage consumers to buy.
c Two ways could include: use of targeted promotion and advertising by the business; consumers
pass on promotion through their own social media; social media promotion can be changed
very quickly to react to market conditions. Fully develop each point by analysing the link
between social media promotion and Wild Crocs’ sales.

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Cambridge IGCSE Business Studies

d Explain the advantages of using the well-known bands such as: makes the product more attractive
to consumers; creates publicity that promotes the jazz club; can be used to support Wild Crocs’
promotion. The disadvantages are that it will be expensive and it may create an expectation of
the jazz club that cannot be kept up. Start your answer by analysing the benefits of using the well-
known bands and then evaluate this by considering some of the disadvantages, such as the costs
of the bands. Make sure that you come to a final conclusion based on your argument.

14 Marketing strategy
Activity 14.1
a Marketing strategy is a plan to achieve the marketing objectives using a given level of resources.
b Price, product, promotion and place.
c Two benefits of a unique selling point include: attractive to the consumer; makes the product
different from the competition; strengthens the brand; gives a focus to promotion.
d Explain the advantages of precise marketing objectives, including: they give a target for focusing
the marketing mix; they can be used as an incentive for employees; they can be used to measure
the success of a marketing strategy. Discussion of the disadvantages might be difficult to set
because the future is uncertain and they may put unrealistic pressure on employees if too difficult
to achieve. Begin your answer by fully analysing the advantages of marketing objectives and then
evaluate the benefits. Finish your answer by justifying your final argument in your conclusion.

Activity 14.2
24 a Four types of legal control might be: protection for consumers from faulty/dangerous goods;
prevent misleading advertising; stop monopoly businesses from exploiting consumers with high
prices; protect consumers from unethical advertising and promotion.
b Unfair competition may come from the multinationals: cutting prices to artificially low levels,
punishing customers who switch to Think and trying to stop suppliers of components supplying
Think.
c Two reasons could include: difference in language and culture; economic difference; social
differences; legal differences; lack of market knowledge. Make sure that you analyse the
problems of producing in China and use the case example to illustrate this.
d Answer should explain the advantages of legal controls for consumers, which might include:
from dangerous/faulty goods; inflated prices and misleading promotion. Discussion of the
disadvantages could be that legal controls lead to higher prices and could restrict consumer
choice. Develop your argument by fully analysing the benefits of legal controls for consumers
and then evaluate this by, for example, considering how this might affect prices. Make sure that
you come to a justified conclusion based on your argument.

Activity 14.3
Example Problem
A soft drinks manufacturer finds that its iced tea brand does not sell social differences
well because people in a country see tea as a hot drink.
A washing powder has to change the name of its product because it difference in language
does not translate well into an overseas language.
An economic recession in an overseas market means that the sales economic differences
of motorcycles are falling.
A retailer opens branches in a country and is unaware that people in lack of market knowledge
the country like to shop late in the evening, not during the day.
A car manufacturer has to make right- and left-hand-drive cars. differences in legal controls

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 Answers

Activity 14.4
a Joint venture is an agreement between two or more businesses to work together on a project.
b Two benefits of Redoc expanding into a developing country could include: growth in sales;
spreading risk across different markets; economies of scale from higher output.
c Answer should consider that a lack of knowledge of taste and language in the developing
country might make market entry difficult because of: communicating advertising and
promotion messages, product instruction information and product design preferences. Try to
analyse the problems by using examples using Redoc to illustrate.
d Answer should consider the benefits of entering a joint venture to enter the market, which might
include that the local producer has market knowledge, links with customers and suppliers and
lower costs of distribution. Discuss how the costs might be conflict on decision making and the
risk that mistakes made by one firm in the joint venture could reflect badly on the other. Start
your answer by analysing, for example, how the joint venture gives Redoc market knowledge in
the developing country and then evaluate this by considering some of the weaknesses. Finally,
come to a justified conclusion.

Exam-style practice questions

a Qualitative research is the collection of information about consumers’ buying behaviour and
their opinions about products [K].
b Focus groups get the views of Sequin’s consumers about the business’s products in the form
of a group discussion [K]. The information that Sequin gets is in the form of consumer feelings,
views and ideas [App]. This is not information that is going to be used in a quantitative form
and be turned into data. An example would be Sequin getting the focus group’s views on a new 25
clothing design [App].
c A unique selling point for a business is a characteristic of the product which makes it distinct
from other firms in the market [K]. In Sequin’s case, this is ‘designer style at affordable prices’,
which means that you can buy its designer clothing at lower prices than other businesses in
the market [App]. By doing this, Sequin makes its products more attractive in the mind of the
consumer relative to its competition, which increases demand for its products [An]. As demand
for its products rises, this may lead to a rise in its sales and revenues [An].
d Social media promotion means that Sequin targets potential and existing consumers with
advertising and promotion through websites such as Facebook and Instagram [K].
One advantage of Sequin using social media promotion is that it can specifically target its
consumers with advertising that appeals to them [App]. This could be consumers whose web
searches show to be looking for designer clothes at low prices [App]. More effective promotion
could increase Sequin’s revenues as customer demand increases [An].
One disadvantage of this approach is that it may be ignored by online consumers who get
so much information targeted at them when they are online [App]. If they ignore the social
media advertising, then the money spent on it by Sequin will be wasted [App]. This means
that the cost of the advertising might be higher than any increase in revenue, which reduces
profits [An].
e Sequin uses market research to get information about consumers in the market for its clothing
[K]. It can use it to develop its marketing strategy, which is the plan it uses to successfully market
its clothing [App]. The first possible benefit is that it identifies consumers’ tastes and preferences
in the designer clothing market [K]. This information can be used to help Sequin design its
clothing to meet the tastes and preference of consumers [App]. This makes consumers more
likely to buy the clothes and Sequin successful in achieving its marketing objectives [An].
Secondly, it helps Sequin make decisions about each aspect of the marketing mix. It could,
for example, use research information to guide it on the ‘place’ element of the marketing mix
and where to sell its clothing [App]. If the research information is effective, then Sequin is
more likely to sell its clothing in the right types of distribution channel, which will increase its

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Cambridge IGCSE Business Studies

sales revenue [An]. Finally, market research tells Sequin about its competitors in the clothing
market, which helps it make strategic decisions to get ahead of its competitors [K]. For example,
market research might tell Sequin that it needs to keep prices below a certain level to make
them competitive in the clothing market [App] and this could lead to an increase in market
share [An]. Sequin should, however, consider some of the weaknesses of research such as the
accuracy of information gathered, the problems of sampling, and the costs of research [Ev].
The costs of market research will not be worth it if the information about the clothing market
does not accurately reflect the views of consumers [Ev]. In conclusion, market research will help
marketing strategy if it is carried out effectively [Ev].

Exam-style case study

Spin-it Ltd
1 a Four reasons, with explanations, for how consumer spending patterns might change the
cycle hire business from: price of competitors’ products change; changes in consumer
income; changes in population size and structure; changes in tastes and fashion; changes in
advertising and promotion.
b Explain the benefits and risks of the two different approaches to the information:
Look for a new market: benefits could include the potential for greater sales and spreading
risk. Risks could include those associated with selling into a market that Spin-it is not familiar
with.
Product development: benefits could include the potential for greater sales and spreading
risk. Risks could include those associated with moving to a new product that Spin-it is not
familiar with.
26 Conclusion: Use the market research in the appendices to support your final decision.
2 a Four ways, with explanations, that market research might help Spin-it. These could include:
identifying consumer needs; guiding the marketing mix; predicting future trends and
preferences; finding out strengths and weaknesses of competitors; finding out market size
and growth.
b Include explanations of how the following types of market research could be used by Spin-it:
Focus groups: finding out what consumers think about cycle renting.
Test market: seeing how consumers react to the product when it is sold in a limited area.
Consumer survey: getting quantitative data on consumer behaviour.
Conclude by justifying which you think is most useful, based on Spin-it’s research objectives.
3 a Two reasons, with explanations, for segmentation, which might include: rental service can
be designed to meet the needs of consumers; Spin-it might not be able to compete in the
whole rental market; marketing strategy can be targeted at specific consumers; it may be
able to charge higher prices to certain consumers.
b First explain how each of the following pricing methods could be useful to Spin-it:
Market skimming – setting an initially high price.
Penetration pricing – setting an initially low price.
Competitive pricing – setting a price based on competitor prices.
To conclude, justify which of these you think is the most effective strategy based on the
potential consumers of Spin-it’s leisure bikes.
4 a Promotion is the way that Spin-it communicates with its existing and potential consumers
to raise awareness and attract them to buy its products [K].
The first method is personal selling [K]. This could be where staff in Spin-it’s shop actively
try to sell its products to consumers [App]. For example, if someone comes in to rent a bike,
the sales people could try to sell them additional products such as clothing and accessories
[App]. Effective personal selling could lead to an increase in Spin-it’s total revenue as
customers are attracted to buy more products [An].

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 Answers

The second method is direct mail [K]. Spin-it could send a leaflet that promotes its rental
business to target consumers [App]. This could be done most effectively online through
email [App]. The direct mail could raise awareness amongst consumers of an offer that Spin-
it has which increases its sales [An].
The third method is sponsorship [K] where Spin-it, for example, sponsors a local cycle race
[App]. This increases awareness of its brand name amongst local consumers and could
increase local sales [An].
The last method could be advertising through social media such as Facebook and Instagram
[K]. This could target specific consumers, raise awareness and attract more customers to
rent Spin-it’s bikes [App]. As bike rental rises, Spin-it’s revenue increases [An]
b E-commerce is where a business such as Spin-it uses the internet and intranet to support its
activities [K].
Electronic payment is where customers who hire bikes can pay hire charges using credit cards
and bank transfers online [App]. Because of this, customers will be attracted by the ease of
payment and the ability to pay in advance without needing to send a cheque [App]. This
would be useful to Spin-it’s marketing strategy by increasing demand for Spin-it’s hire
services [An].
Online bike reservation, where Spin-it’s customers can reserve bikes online, makes customer
service more effective [App]. This could help Spin-it’s marketing strategy by making its hire
service more attractive to customers who do not have to wait to get their bikes when they
arrive at the shop [An]. This means that customers are more likely to get the bikes they want
and it will be less time-consuming [An]. This could lead to a rise in Spin-it’s revenues and
the increased efficiency of customer service may reduce costs [An]. Social media promotion
is an effective way for Spin-it to promote its hire service because it can precisely target
promotion at cyclists [App]. This will help the business’s marketing strategy because Spin-it
gets the best return for its promotion spending and this could increase revenues for the
27
lowest promotion cost [An]. Online bike reservation may well be the most important support
to Spin-it’s marketing strategy because it makes the whole process of hiring a bike easier
for customers, which improves the quality of Spin-it’s product [Ev]. Electronic payment is
useful, but payment can be made at the shop without too much inconvenience [Ev]. Social
media marketing could increase sales but making the service more attractive through bike
reservation may be more important [Ev].

15 Production of goods and services

Activity 15.1
a Production is the process of converting inputs such as land, labour and capital into saleable
goods. Productivity is a measure of the efficiency of inputs used in the production process.
b Labour production = total output/number of production employees
c 150 000 / 2000 = 75 tractors per employee, per year
d Well-trained employees have the ability to be more productive and motivated employees have
the desire to be more productive. You need to show your analytical skills here by clearly making
the link between motivation and productivity. An illustrative example using Dax Breit would be
very useful.

Activity 15.2
a Inventories held as raw materials and components are stock to be used in production.
Inventories held as finished goods are stock of goods that the business is going to sell.
b Four types of cost could include: warehousing; handling; shrinkage; insurance; obsolescence;
opportunity cost.
c Two benefits to B&L of holding stock might include: house building should not be interrupted;
houses can be completed on time; purchasing economies of scale. Make sure that you
are analytical by developing the connection between holding stock and how this leads to
economies of scale.

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Cambridge IGCSE Business Studies

d Begin your answer by fully analysing the benefits of reducing stock such as reduced
warehousing cost, lower insurance cost and lower handling costs and how this might lead to an
increase in profits, and then evaluate the disadvantages of doing this, such as the interruption to
production if stock runs out. Make sure that your conclusion is based on the argument that you
have developed.

Activity 15.3
a Lean production is the production of goods and services with the minimum waste of resources.
b Four reasons for waste might include: production defects; high inventories; over production;
idle resources; transporting goods.
c Two things needed for JIT production by Relax Sofa Company from: good relationship with
suppliers; delivery of inventory on time; employee flexibility.
d Kaizen means workers are involved in the decision-making process to improve quality and
production, which means that workers are more motivated and workers help to improve quality.
Analyse how Kaizen might improve quality and then productivity. An example using Relax Sofa
Company to support this is important.

Activity 15.4
a Job production is the production of one good at a time. Batch production is where each batch
of product passed through one stage of production before moving on to the next stage.
b Bread is produced using batch production because it is manufactured in a series of stages from
mixing to baking to cutting to packaging. Each stage needs to be completed before the next
28 stage can be started.
c Explain that the cakes for special occasions are one-off products that need to be produced one
at a time. Job production theory needs to be analysed here, using the case example.

Activity 15.5
a CAM is computer-aided manufacturing where computers control the machinery and equipment
used in production. CIM is computer-integrated manufacturing where the entire production
process is controlled by computers and technology.
b Explain that CAM may mean that fewer workers are needed on the production line, which leads
to lower labour costs. Make sure that you analyse the link between using CAM and the number
of workers needed on the production line. Illustrate your answer by using an example from
Tech Clean.
c Start your answer by fully analysing the benefits of using technology in production, such as that
the use of CAD, CIM and CAM may lead to greater efficiency and better quality of products
produced by Tech Clean, and evaluate this by considering the disadvantages, such as investment
costs. Finish by concluding whether the use of technology in production can be justified based on
your argument.

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 Answers

16 Costs, scale of production and

breakeven analysis
Activity 16.1
Examples of costs Fixed or variable costs
Insurance of capital equipment fixed
Cotton used to manufacture t shirts variable
Salary of the marketing director fixed
Packaging used for the t-shirts variable
Information labels attached to each t-shirt variable
Rent of buildings fixed
Investment in production line machinery fixed
Production line workers’ wages on piece rates variable

Activity 16.2
a Fixed costs are costs that do not change with output. Variable costs are costs that change in
direct proportion to output.
b
Output Fixed cost Variable cost Total cost Average cost
$50 per frame
29
0 70 000 0 70 000
10 000 70 000 500 000 570 000 57
20 000 70 000 1 000 000 1 070 000 53.5
30 000 70 000 1 500 000 1 570 000 52.33
40 000 70 000 2 000 000 2 070 000 51.75
50 000 70 000 2 500 000 2 570 000 51.4
c Explain that average costs fall as output increases because the fixed cost element of total cost
is a constant value and is divided by a higher output figure as output increases. The use of a
numerical example to support your analysis is important here.

Activity 16.3
a Total cost is all the variable and fixed costs of producing the total output.
b
$'000s Brand One Brand Two Total
Revenue 200 350 550
Fixed cost 80 100 180
Variable cost 130 160 290
Total cost 210 260 470
Profit (10) 90 80

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Cambridge IGCSE Business Studies

c
$'000s Total
Revenue 350
Fixed cost 180
Variable cost 160
Total cost 340
Profit 10

d Explain that discontinuing Brand One has the advantage of taking away a loss-making brand.
Discuss how the fixed costs have to be paid, so that the total profits fall from $80 000 to $10 000.
Justify your conclusion, for example by saying that Brand One should be continued because it
spreads the fixed costs over two products. Make sure that you clearly analyse the advantages
and disadvantages here, using the cost data to support your answer.

Activity 16.4
Example Economy of scale
Activity 16.5
A major international airline gets a loan at a very low rate of interest. financial
a AFour economies company
pharmaceutical of scale might include:
invests financial;
in the latest CAMtechnical; purchasing; managerial;
machinery. technical marketing.
b ADiseconomies of scale
major supermarket could
chain lead to aarise
negotiates into
deal Educate’s
buy softaverage costs.
drinks from a For example,
purchasing
supplier at a very and
communication low administration
price. costs.
c A large advertising agencyBreakeven
divides its diagram
management into five specialist managerial
functions.
30 TR
A sports goods manufacturer divides its significant advertising budget by marketing
its very large output.

TC
$ Cost and

FC

500
800
Tickets sold

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 Answers

d
$
Sales $154 000 (220 x 700)
Variable cost $56 000 (80 x 700)
Fixed cost $70 000
Profit $28 000
Margin of safety 200 tickets
e Make sure that you fully analyse and evaluate the advantages (e.g. for forecasting costs,
revenues and profits; shows the impact of decision-making changes; easy to interpret) and
disadvantages (e.g. based on forecast data; revenues and costs may now be related to output in
a linear way) of breakeven as a management tool and come to a justified conclusion based on
your argument.

17 Achieving quality production

Activity 17.1
a Quality is ensuring that a good or service meets the needs and requirements of its consumer.
b Two ways to achieve quality might include: training labour; investing in quality; improving
quality control; improving quality assurance. Make sure that you write your answer in the
context of Mugs-on-line.
c Two reasons might include: attracts new customers; increases brand loyalty; reduces
complaints; reduces returns; allows business to charge a premium price. Remember to analyse
the benefits by making, for example, the link between quality and attracting customers. Write
31
your answer in the context of Mugs-on-line.

Activity 17.2
a Quality standards are the minimum standards of production or service that are acceptable to
consumers.
b Two reasons from the following: greater returns lead to higher costs; increases the cost of waste;
revenues fall if customer demand falls and Pizza Shack might have to reduce prices. Analyse
clearly the link between quality and profit using Pizza Shack as an example.
c Begin your answer by fully analysing the benefits of hiring younger and fewer staff (e.g. reducing
labour costs) and evaluating this by considering the problems of doing this (e.g. this may have
the effect of reducing quality, which could lead to higher costs and lower revenues). Make sure
that you conclude your answer based on the argument that you have developed.

Activity 17.3
a Quality control is checking the quality of goods through inspection. Quality assurance is a
system of setting agreed standards for every stage of production.
b Two problems of quality control might include: repetitive and boring work demotivates
employees; it does not pick up quality issues during the process; employees are not
motivated to improve quality because they do not have responsibility for quality. Write your
answers in context.
c It is important to analyse the link between quality problems and how these might damage
brand image if consumers are unhappy with the product. Use an example here to
support this.

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Cambridge IGCSE Business Studies

Activity 17.4
a There is a required standard for raw materials and components; quality standards are agreed
at each stage of production; products are designed to minimise quality issues; employees are
responsible for quality.
b Explain one reason why quality assurance might lead to a fall in costs for R&F Glass from:
encourages teamwork; reduces waste; quality problems are discovered earlier. Remember to
analyse the reason why quality might reduce costs by, for example, fully developing the reason
why quality reduces waste.
c Start by fully analysing the benefits of quality assurance (e.g. it might increase revenue
and reduce costs) and evaluate this by considering the costs (e.g. more skilled workers are
needed and training costs rise). Make sure that you come to a justified conclusion based on
your argument.

18 Location decisions
Activity 18.1
Example Quantitative or qualitative factors
Activity 18.2
Cost of buying the site for the plant quantitative
a Availability
Quantitative
andlocation
cost of factors can be measured in financial
local labour terms and will directly affect costs,
quantitative
revenues
Size and profits.
and position of theQualitative location factors are
available site those that cannot be measured in financial
qualitative
terms and that indirectly affect costs, revenue and profits. Include OPure Ltd in your examples.
Legal restrictions qualitative
32 b Remember to be analytical by making the link between the low-cost site and the local labour
Transport costs quantitative
force and their benefits for location. Explain that a low-cost site for new bottled water could
Local infrastructure issues
lead to lower investment costs in the plant and that qualitative
a well-trained labour force will make its
operations
Market of the
potential inplant more efficient.
the region quantitative
c Government
Explain whytax
concerns
incentives
over infrastructure might bequantitative
a problem for Opure Ltd from: difficult to get
products to market; hard for employees
Environmental and ethical considerations to get to Opure Ltd; difficult to access raw materials and
qualitative
components. It is important to clearly analyse the impact that poor infrastructure might have on
Opure Ltd.

Activity 18.3
a Infrastructure is the basic facilities, services and installations needed for a business to function.
b Two potential problems in expanding to South America might include: lack of market
knowledge; managing cultural and language difference; communication difficulties with a
new country.
c Explain that the Brazilian location has the benefits of: being close to the market having good
infrastructure; having low labour cost to keep manufacturing costs low. Remember to be

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 Answers

analytical in the way that you make the connection between location in Brazil and its benefits.
An example to support this is very useful.
d Start your answer by analysing the benefits of expansion overseas (e.g. increasing revenues and
profits and spreading risk across different markets) and then evaluate this by considering the
disadvantages (e.g. costs such as language, cultural and legal differences). Come to a conclusion
based on your argument.

Activity 18.4
a Four areas affected by legal controls could include: location rules; employment law;
competition regulation; trade regulations; advertising rules.
b Working visas for employees are needed if Besure moves to Paris. A leasing contract would be
needed by Besure for its office in Paris.
c Make sure that you analyse the link between relocating employees and the impact on their
motivation, for example by explaining that relocating Besure employees to Paris could have a
negative impact on employee motivation if they are unhappy about the move to Paris, which
could reduce their efficiency at work.
d Begin your answer by analysing the employee and legal problems of locating in Paris and then
evaluate this by considering the benefits (e.g. lower operating costs and being closer to the
market). Then come to a justified conclusion based on your argument.

Exam-style practice questions

a Computer-integrated manufacturing is the complete use of technology on the production line
by an organisation to control production [K]. 33

b Two location factors that could have affected R&C’s decision to locate near Warsaw are firstly
the cost of the site [K]. Choosing the lowest-cost location is positive for R&C because it will make
the site more profitable [App]. Secondly, infrastructure [K] will be important because R&C will
need to get input into the site and move finished goods out of the site efficiently [App]. Good
infrastructure will make R&C’s overall operation more efficient [App].
c Breakeven diagram for R&C’s new manufacturing plant

TR

TC
$ Cost and

FC

15 000
20 000
Output
d JIT means that R&C holds a minimum stock [K] of components needed to make its speakers
[App]. The first factor needed by R&C to use JIT is for the business to have strong relationships
with its suppliers [K]. For R&C to be able to produce its speakers to meet the demand of its
customers, it needs to be able to rely on its suppliers to deliver inventories when they are
needed [App]. If suppliers are unreliable and stock is not delivered on time, then R&C cannot

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Cambridge IGCSE Business Studies

produce goods to meet the demand of its customers [An]. JIT also needs to have a flexible
labour force [K] that can adapt to changes in demand of its customers [App]. If, for example,
there was a change in demand to another type of speaker, then workers need to have the skills
to easily switch to produce a different speaker to meet the change in consumer demand [An].
e The first advantage to R&C of making this location decision is that it offers a new market
for R&C, which gives it the opportunity to increase its revenues [K]. Warsaw will have potential
consumers that will buy R&C’s speakers [App] and the additional revenue could lead to an
increase in profits [An]. Because this is a new market for R&C, this is a market where there is
significant potential for sales growth [An]. The second advantage for R&C is that it gives the
business the potential to spread risk [K] by operating in a different market [App]. This means that
a decline
in the demand for its speakers in Spain could be made up for by growth in Poland [An]. The
first disadvantage of R&C locating in Warsaw is communication barriers [K]. There are
language
differences that R&C would have to deal with when employing local workers who may not speak
Spanish [An] and this would make it more difficult for the business to operate efficiently [An].
This could be overcome by offering language training but this would increase R&C’s costs [Ev].
The second disadvantage is cultural barriers [K]. The expectations of the workers in Warsaw in
terms of things such as breaks, start-times and general working practices could make managing
staff in
Warsaw more challenging [An]. To overcome this, R&C may have to change management
practices, which could increase costs [Ev]. In conclusion, the disadvantages of locating in Warsaw
might lead to an increase in costs and management difficulties in the short run but the long-term
advantages of greater revenues and spreading risk make the decision to move worth it [Ev].

Exam-style case study

The Cabin Company
34
1 a Four methods, with explanations, for how The Cabin Company could improve productivity
from: training of employees; incentive schemes for workers; investment in capital; change in
production methods; development of technology.
b Start by explaining the following benefits of lean production to The Cabin Company:
Quality is improved through the use of quality assurance.
Holding inventory cost is reduced through use of JIT.
Unit costs are reduced through reduced waste.
Justify what you think is the most significant benefit; for example, you could say that quality
is improved because this is a ‘key objective of the business’.
2 a Four different types of economy of scale might include: technical; financial; managerial;
marketing; purchasing. Make sure that you explain how each of your four examples applies
to The Cabin Company.
b Make sure that you explain how the benefits of using breakeven analysis apply to The Cabin
Company, rather than treating them as general benefits.
Easy to construct and interpret – makes them effective for presenting ideas.
Financial information to determine target output – to achieve a profit from production.
Show effect of changes in costs and revenues – to help them assess risk if costs and
revenues change.
Conclude by justifying what you think is the most important benefit, such as the importance
of setting a target output for the two locations.
3 a Two aspects that you could explain could include: making sure that inputs are of the
required standard; quality standards are agreed at each stage of production; product design
to minimise quality issues; all employees have responsibility for ensuring quality. Make sure
that your explanations show how these aspects apply to The Cabin Company.

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 Answers

b Make sure that your explanations apply to The Cabin Company:

Brand image – attracts and retains customers.
Costs – reduces cost of waste.
Conclude with a justification of which you think will have the most effect on profit; for
example, brand image will allow The Cabin Company to increase revenue and profits.
4 a The first qualitative factor that could affect The Cabin Company’s decision to locate its new
factory would be infrastructure links [K]. This would be important in terms of getting inputs
efficiently to its factory and getting finished goods to customers when they want them [App].
Getting inputs efficiently to The Cabin Company would mean that breaks in production are
less likely because of running out of inventory [An]. This also helps with the CEO’s aim to
use lean production [App]. Getting its cabins to market means that it can satisfy consumer
demand effectively [App], which builds customer loyalty and increases revenues [An]. The
second qualitative factor could be ethical considerations [K]. Locating in a place that does
not disrupt the local environment and creates local jobs [App] might enhance The Cabin
Company’s image as an ethical business [An]. This could enhance its brand image and fit
with CEO George’s personal philosophy [An].
b On a financial basis, location 1 is the better location. This is because the breakeven output
is 1300 units lower than for location 2 [App], which means that The Cabin Company does
not have to manufacture as many cabins to achieve a profit [An]. This is a safer position for
the business [App]. The profit for location 1 is also $500 000 greater than for location 2 [App].
This is particularly important to The Cabin Company’s owners, who will be looking for the
greatest return on their investment [An]. Location 2, however, has better qualitative factors.
There is better availability of labour at location 2, which means that The Cabin Company can
access the skilled labour that it needs [App]. This could mean that it does not have to train
unskilled employees [An] and that the business does not have to pay such high wages to
35
attract the right employees [An]. This could allow it to have lower costs than location 1 in the
long run [Ev]. Location 2 also has better infrastructure, which allows the business to access
inputs more easily and get its finished goods more effectively to market [App]. Getting inputs
more easily allows The Cabin Company to achieve the lean production methods that it
wants [App]. Getting finished goods more efficiently to market could be more attractive to
customers [An] and increase revenues in the long run [Ev]. In conclusion, location 1 could
be a better choice in the short run because of its profitability and breakeven point [Ev].
Location 2 could be better in the long run because of infrastructure and the availability of
skilled labour. For this reason, location 2 should be chosen [Ev].

19 Business finance: needs and sources

Activity 19.1
a Four reasons why businesses need finance could include: start-up capital; pay for working
capital; purchase of machinery and equipment; invest in technology; fund expansion; research
into new products.
b Capital expenditure is spending by a business on non-current assets such as machinery and
buildings.
c Two types of payment for the bank loan are: interest and repayment.
d Two reasons why Maria’s business might have problems raising finance could be: risk of being
a small business for repayment; lack of capital to secure a loan; Maria’s lack of experience.
Remember to analyse here by making the connection between Maria’s business and the
problems of raising finance. A case example would be very useful to support this.

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Activity 19.2
a Long-term finance is debt or equity used to finance the purchase of non-current assets or
finance expansion plans. Short-term finance is loans or debt that a business expects to pay back
within one year.
b One advantage of using retained profit is that it does not need to be paid back and there are
no interest payments. One disadvantage of using retained profit is that it cannot be paid to the
owners/shareholders. You need to be analytical here by linking, for example, the advantage of
retained profit with the fact that there is no interest on the finance.
c Start your answer by analysing the reasons why Blue Loch should take out the loan (e.g. it will
double its capacity and increase profits and revenues) and evaluate this by considering its
disadvantages (e.g. interest costs and repayment). Finish by coming to a conclusion based on
your argument.

Activity 19.3
Example Type of finance
Activity
The business 19.4
issued $40m of new shares last year. equity finance
A major industrial customer owes the mining business $1.5m. trade receivables
a Micro-finance is small amounts of capital loaned to entrepreneurs in countries where business
The business
finance plans
is often to sellto
difficult $10m of bonds next year.
obtain. debenture issue
b AExplain
financehow company hasSocks
Fantasy loaned the raise
could firm $14m
funds to purchase
through a new
a large building
number mortgage
of people who
which is secured against the value of the building.
collectively contribute money that can be borrowed by Fantasy Socks. The lenders contribute
The mining
using online business sells $1m
coordination of trade
through the receivables to a finance
internet. Remember company.
to analyse debt factoring
how Fantasy Socks
36 could use crowd funding by making the link between each stage of the process of raising
The mining business uses a fleet of company vehicles which it pays $1.7m leasing
funds
per yearintothis way.
use.
c The
Begin your answer
business by analysing
has signed the difficulties
an agreement of $2.5mthat small
from the businesses
bank to have raising
bankfinance
loan (e.g.
their riskaof
purchase failure;
new lackmachine.
drilling of capital for security; inexperienced management) and then evaluate
this by considering why small businesses might be tempting for lenders to finance (e.g. the profit
potential that small businesses have for lenders; not all small businesses are risky; small
businesses can still have experienced management). Conclude your answer based on the
argument that you have developed.

Activity 19.5
a Four factors that might influence the choice of finance could include: size and legal form of the
business; amount of money required; length of time; existing borrowing.
b Explain that Henry’s got into cash-flow difficulties because of increased cash outflows (tax, costs
and suppliers) and reduced inflows (revenues). Make sure that you are analytical in the way that
you cover the reasons for the business’s cash-flow difficulties. Use the case example cash-flow
numbers to support your answer.

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 Answers

c Two alternative sources of funds could include: bank loan; mortgage; debenture issue; leasing;
hire purchase. Write your answer in context.
d Start by analysing the benefits of using the outside investor (e.g. no interest payments, no
repayment and do not have to use retained profit) and then evaluate this by considering some
of the disadvantages (e.g. loss of control to the outside investor). Finish your answer by coming
to a conclusion based on your argument.

20 Cash-flow forecasting and working capital

Activity 20.1
a Four items that The Hot Wok needs cash for include: employees’ wages; purchasing stock;
expenses such as rent; interest payments; repaying loans.
b The Hot Wok will have created monthly forecasts of cash inflows such as sales and cash
outflows from payments such as wages.
c Explain that the $600000 debt payment means that this is no longer a cash inflow, which means
that the net cash flow will be negatively affected by the $600000. It is important to analyse the
failure of the customer to pay the debt by, for example, making the link to the working capital
cycle.

Activity 20.2
a Net cash flow for a business is cash inflow minus cash outflow.
b A 7, B 7, C 13, D 16, E 23, F 16, G 23, H 30. Award half a mark for each correct entry.
c Explain that as Cool-it Ltd’s sales rise, it will need to produce more so more stock will need to be
37
purchased. Purchasing more inventory means that cash flows out of the business to pay for it.
Remember to be analytical by making the link between business activity, cost of sales and cash
flow. Using a numerical example is important here.

Activity 20.3
a The working capital cycle is: inventories purchased on credit, production of goods, goods sold
on credit and cash received from debtors.
b A (5), B (4), C (2), D (2), E 4, F 5, G 9, H 6
c Methods of raising finance: overdraft; bank loan; trade credit.
d Be analytical by making the link between slow payment and how this affects working capital, for
example by explaining that customers who are slow to pay mean that cash does not flow into
the business to pay creditors and expenses. This may make it more difficult to produce goods to
sell for future cash inflows.

Activity 20.4
a Liquidity is the ability of a business to pay its short-term debts.
b The $600 000 cash payment will be a net cash outflow, which will have a negative effect on Fix-
it’s net cash flow and reduce its liquidity.
c Explain that the loan to Fix-it will have cash outflows to make interest payments and loan
repayments, which will have a negative effect on its net cash flow. Show your analytical skills by
making the link between borrowing and future cash payments, such as interest payments.
d Begin your answer by analysing the benefits of investing in the IT system (e.g. it may improve
efficiency, reduce costs and increase sales if the quality of Fix-it’s service improves, which will
improve its future profits and net cash flow) and then evaluate this by considering the costs
(e.g. immediate cost of the investment as a net cash outflow and future cash outflows from loan
interest and repayment). Finally, come to a conclusion based on your argument.

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21 Income statements
Activity 21.1
a Four types of expenses that make up Tróei’s total cost include: wages; heat and light; marketing;
administration; rent.
b Gross profit is revenue less costs of sales. Profit is gross profit less expenses.
c Two reasons why Tróei’s revenue might have increased include: advertising by Tróei; new
customers attracted by Tróei’s quality of product; economic growth; market growth; Tróei’s
changes in price.
d Explain that an increase in revenue may mean that Tróei’s units sold increases, which means
that it may have to purchase more stock and this increases cost of sales. The key here is to
analyse the link between rising units sold and costs of sales. A numerical example using Tróei
would be very useful here.

Activity 21.2
a The cost of sales is the cost of purchasing the goods used to make the products sold.
b, c, d

e Expenses are often Jan

fixed costs that
Febdo not change
Marwith output
Aprso remain constant
May as units
Junsold
changes over the first six months.
Units sold 9000 11 000 10 000 8000 10 000 12 000
Revenue $36 000 $44 000 $40 000 $32 000 $40 000 $48 000
Activity 21.3$18 000
Cost of sales $22 000 $20 000 $16 000 $20 000 $24 000
38 a Gross
Revenue: selling price x units sold.
profit $18 000 $22 000 $20 000 $16 000 $20 000 $24 000
b, c
Expenses $12 000 $12 000 $12 000 $12 000 $12 000 $12 000
$m Ice Plc Shine Skin Plc So-Pure Plc
Profit $6000 $10 000 $8000 $4000 $8000 $12 000
Revenue 123 98 143
Cost of sales 43 31 74
Gross profit 80 67 69
Expenses 56 46 24
Net profit 24 21 45

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 Answers

d Start your answer by analysing the reasons why So-Pure is the best performer (e.g. using net
profit to measure performance). Evaluate this by considering why So-Pure might not be the
best performer (e.g. Ice Plc performs better on gross profit; no allowance is made for the size of
the businesses; no allowance is made for trends in performance over time; and no allowance
is made for non-profit performance factors such as product quality). Finish your answer by
concluding based on your argument.

Activity 21.4
Example Stakeholders
The high profits of a business have driven up its share price. shareholders
The losses of a business mean that it might have to make redundancies. employees
The losses of a business mean that it might struggle to pay for stock. suppliers
The net profit of a business is used to calculate its tax. government
The high profit of a business means a bonus for the business’s leadership. managers
The losses of a business mean that it may not be able to pay its debts. lenders

Activity 21.5
a Sales made on credit record a profit but no cash is received, and payments to suppliers means
that cash flows out but no profit is recorded until the goods are sold.
b Make sure that you are analytical here by making it clear why a short credit period leads to cash- 39
flow problems. Using an example is important to support your answer, for example that the
short credit period given to Dry Farm means that it may have to pay cash for inventories before
the cash is received from debtors, which leads to cash-flow problems.
c Begin your answer by analysing the benefits of making customers pay more quickly (e.g. cash
flows in to Dry Farm more quickly, which reduces cash-flow problems) and then evaluate this
by considering the problems of doing this (e.g. customers may switch to another supplier;
administration of collecting cash becomes more expensive; and there may be other ways to
improve cash flow such as offering discounts to customers that pay in cash). Make sure that you
come to a final conclusion based on your answer.

22 Statement of financial positions

Activity 22.1
a The statement of financial position is an accounting statement that records the assets, liabilities
and owner’s equity of a business.
b Four types of assets might include: buildings; machinery; equipment; inventories; accounts
receivable; cash.
c Explain that Dry Hill’s building might have been valued at its market value as if it were going to
be sold. Its inventories might have been valued by the purchase price of the stock when it was
bought. Develop your analysis here by developing your answer using examples based on Dry Hill.

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Cambridge IGCSE Business Studies

Activity 22.2
Example Statement item
Retained profit owner’s equity
Shares issued by the business owner’s equity
Mobile phone manufacturing equipment non-current assets
Building used for production non-current assets
Money owed to the business by its customers current asset
The business’s overdraft current liability
Money owed by the business to its suppliers current liability
Cash in the bank current asset
Debentures issued by the business non-current liability
Stock of components used to manufacture current asset
the phones

Activity 22.3
a Current liabilities are the debts of the business which it expects to pay before the date of the
next statement of financial position. Long-term liabilities are the debts of the business which will
be payable after more than one year.
b A 120 (200–80) B 480 (400+80) C 120 D 480 (360+120)

40
c A rise in inventories will increase the value of current assets, which leads to a rise in the value
of net assets. Be analytical here by using a numerical example of how a rise in the value of
inventories leads to a rise in En Chocolat’s net asset value.
d Explain that a 30% increase in En Chocolat’s profits may increase the value of retained profits
which are part of owner’s equity so the value of owner’s equity will rise. Remember to use a
numerical example to support your analysis of a rise in En Chocolat’s capital employed.

Activity 22.4
a A 30 000
B 35 000
C 400
D 700
E 36 100
F 31 300
b The asset value of machinery might have increased if Clear Ver had purchased new machinery.
c Explain that Clear Ver’s retained profit figure might have increased because it has made a profit
in the trading year 2018, which would be added to the retained profit figure. Make sure that you
clearly analyse the reasons why the retained profit might have increased, such as increased
demand from customers.
d Begin your answer by analysing the reasons why the bank should be concerned (e.g. the loan
of $20m would be additional borrowing to Clear Ver, which would add to its existing interest
costs and loan repayments, and this would be a concern to the bank, as it wants to receive
these payments at a minimum risk) and evaluate this by considering the benefits to the bank of
making the loan (e.g. existing borrowing is quite low relative to capital employed and expansion
may lead to more profits in the long run). Finish your answer with a conclusion based on your
argument.

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 Answers

23 Analysis of accounts
Activity 23.1
a Total equity is calculated by subtracting the liabilities from the assets.
b Explain that total equity might have increased from 2015 to 2017 because of the retained profit
that Malibu earned over the period, which is added to total equity. It is important to use the
figures in the case example to analyse why the total equity has risen.
c Remember to begin your answer by analysing the data that suggests a deterioration in
performance (e.g. revenue and profit have both fallen) and evaluate this by considering other
factors before judging Malibu’s performance such as: how other firms in the market have
performed; market and economic conditions; and we do not know about non-monetary
performance factors such as product quality. Then come to a conclusion based on your
argument.

Activity 23.2
a Gross profit margin = gross profit/revenue x 100; profit margin = profit / revenue x 100.
b
Aprender Escucha
Gross profit margin 19/34 x 100 = 55.9% 8/15 x 100 = 53.3%
Net profit margin 5/34 x 100 = 14.7% 4/15 x 100 = 26.7%
Capital employed 5/12 x 100 = 41.7% 4/9 x 100 = 44.4%

c Explain that Escucha’s performance is better than Aprender’s because it has the higher return 41
on capital employed, which gives it the higher percentage of profit relative to capital employed.
Make sure that you show analytical skills here by using the data to support your answer.
d Start your answer by analysing the strengths of using financial ratios (e.g. they are a good judge
of financial performance because they measure gross profit and profit relative to revenue
and profit relative to capital employed; the higher these values, the better the business
performance) and then evaluate this by considering other factors that should be accounted for
to measure business performance such as trends in performance over time and other measures
of performance such as product quality. Finally, come to a conclusion based on your argument.

Activity 23.3
a Current ratio = current assets / current liabilities; acid test ratio = (current asset – inventories) /
current liabilities.
b
$ 2016 2017
Current ratio 28 000/14 000 = 2 19 000/11 000 = 1.73
Acid test (28 000–16 000 = 12 000)/18 000 = 0.67 (19 000–14 000=5 000)/11 000 = 0.45

c The current and acid test ratios have both fallen, which shows a decline in Encore’s liquidity.
d Make sure that you are analytical here about the consequences for Encore of customer
bankruptcy and a weak domestic economy, for example, by explaining that the bankruptcy
of one of Encore’s customers will mean less cash coming into the business, reducing its liquidity;
a weak domestic economy might reduce sales, which means less cash coming into the
business, reducing its liquidity. A numerical example to support this would be very useful.

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Cambridge IGCSE Business Studies

Activity 23.4
a A high-value-added product means producing a good where the work done on the product
means that the final selling price it can be sold for is much higher at the end of the production
process. Make sure that your answer is written in the context of Spinning Blade.
b
2016 2017
Gross profit margin 140/350 x 100 = 40% 190/420 x 100 = 45.24%
Net profit margin 50/350 x 100 = 14.29% 90/420 x 100 = 21.43%
Capital employed 50/430 x 100 = 11.63% 90/520 x 100 = 17.31%

c The gross profit margin and profit margin have both increased, which means that Spinning
Blade’s performance on both criteria has improved and it is making more gross profit and profit
on each unit sold.
d
$ 2016 2017
Current ratio 80 000/50 000 = 1.6 70 000/60 000 = 1.17
Explain that the fall in the current ratio from 2016 to 2017 shows that it has less current assets
to pay current liabilities, so Spinning Blade’s liquidity position has deteriorated. It is important
to be analytical here by using the ratio that you have calculated to show how the growth of the
business has affected liquidity.
e Start by analysing the strengths of using ratios to judge performance (e.g. providing data) and
go on to evaluate this by considering the weaknesses of ratios (e.g. no consideration of non-
monetary factors; they need to be compared with other businesses over time; and they do
not allow for economic or market conditions). Finish by coming to a conclusion based on your
42
argument.

Exam-style practice questions

a Gross profit is the difference between a business’s sales revenue and its cost of sales [K].
b A: $170 000 – $90 000 = $80 000; B = $70 000 – $5 000 = $65 000 [App].
c The first way that Canvas could reduce its cost of sales would be to negotiate lower prices for
raw materials from its suppliers [K]. This could, for example, be negotiating a lower price for the
materials that it uses to manufacture the soles of its casual shoes [App].
The second way to reduce its cost of sales is to use cheaper raw materials to produce Canvas’s
shoes [K]. It could use cheaper materials to produce the laces for the shoes [App].
d Revenue is units sold x selling price [K]. The first way that Canvas could increase its revenues is by
advertising and promoting its shoes [K]. Effective online advertising using social media could
attract additional consumers [App]. Attracting more consumers would increase the units sold,
which would increase Canvas’s revenues [An]. The second way to increase revenues would be for
Canvas to reduce the selling price [K]. Reducing the selling price of its shoes would increase
revenues, assuming that demand for Canvas’s shoes is price elastic [App]. The price elasticity of its
shoes will depend on the number of competitors that it has. More competition often means that
demand is more elastic [An].
e You could say that Canvas’s performance has deteriorated because of falling gross profit and
profit from 2016 to 2017 [App]. Profit is an objective of private sector business so its decline
suggests deteriorating performance [An]. The reason that gross profit and profit appear
to have fallen is because of rising cost of sales [App]. This means that the cost of materials
used to produce the shoes has increased, which again suggests deteriorating performance
in terms of managing this cost [An]. Rising expenses from 2016 to 2017 also suggest that
Canvas’s performance has deteriorated because it is managing things such as administration,
marketing and heat and light costs less effectively [App]. However, Canvas’s revenues have
increased, which could indicate improved marketing and sales performance [Ev].

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 Answers

It is also difficult to make a performance assessment because there is no comparison with

other businesses in the market and no information on economic and market conditions
[Ev]. The shoe market may have experienced rising cost of materials which Canvas could
do nothing about [Ev]. Finally, there is no information on non-monetary factors affecting
Canvas’s performance. The quality of the product may have improved from 2016 to 2017
because of more motivated workers [Ev]. In conclusion, it is very difficult to say that Canvas’s
performance has deteriorated just based on profit data [Ev].

Exam-style case study

The Reel Cinema Ltd
1 a Reasons that The Reel Cinema would need to raise finance might include: to provide cash
to fund working capital; to finance new machinery; to finance expansion; to invest in new
technology. Make sure that your explanations for two of these show how they apply to The
Reel Cinema.
b Retained profit – funds generated through trading.
Leasing – not owning assets but paying for them with regular rental payments.
Bank loan – funds borrowed.
Explain how these financing methods apply to The Reel Cinema, and conclude by discussing
which method of finance you would advise, based on cost, ownership and impact on cash
flow.
2 a Reasons why cash-flow forecasting is important might include: to plan for changes in
liquidity over time; to make arrangements for funding payment to suppliers and employees;
to plan for future borrowing; to provide cash-flow information for banks and investors. Make 43
sure that you explain how the two reasons you list apply to The Reel Cinema’s situation.
b
$’000s Jan Feb Mar
Cash inflow
Receipts 22 24 26
Cash outflow
Payments 27 22 16
Net cash flow (5) 2 10
Opening balance 2 (3) (1)
Closing balance (3) (1) 9
Begin by explaining that The Reel Cinema could deal with the net cash-flow position by:
using an overdraft; arranging a short-term bank loan; increasing cash inflows by pressuring
debtors; delaying payments to creditors; taking action to increase revenues; trying to reduce
costs. Follow by discussing issues relating to these options such as: interest costs and
repayment of borrowing; relationships with debtors and creditors; problems of cutting costs
and increasing revenues. This will help you to justify your final advice to The Reel Cinema.
3 a The Reel Cinema’s income statement sets out the revenues, costs and profits of the business
over a year [K]. It would be useful to The Reel Cinema’s shareholders because it reports
the profit that it makes [App]. Shareholders are paid dividends based on the profit that
the business makes [K]. Dividend is share of profit that the business makes that is paid to
the shareholders/owners [App]. The higher the profit, the more dividend the shareholders
receive as a return on their investment in the business [An]. Employees will be interested
in The Reel Cinema’s income statement because of job security [K]. The more profit the
business makes, the more secure the business is likely to be [App] which means that the jobs
of employees are more secure [An]. Lenders are interested in The Reel Cinema Company
being able to pay interest on outstanding debt and repay loans [App]. The more profit
the business is reporting in its income statement, the more money it has available to pay

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Cambridge IGCSE Business Studies

interest and repay loans [An]. The Reel Cinema’s income statement will be useful to the
government that is interested in collecting tax from the business [App]. Companies have to
pay tax on their profits and the more profit the Reel Cinema makes, the more tax it will have
to pay to the government [An].
b
2015 2016 2017
Revenue $210 000 $222 000 $265 000
Cost of sales $120 000 $135 000 $167 000
Gross profit $90 000 $87 000 $98 000
Expenses $62 000 $67 000 $81 000
Profit $28 000 $20 000 $17 000
The income statement for The Reel Cinema can be used to measure its performance
from 2015 to 2017 in terms of revenues, costs and profits [K]. The revenue has increased
significantly from $210 000 in 2015 to $265 000 in 2017 [App]. This suggests improved
performance from The Reel Cinema Company in terms of selling tickets and the price
achieved for the tickets sold [An]. Cost of sales has risen from $120 000 in 2015 to $167 000
in 2017, which could represent a deterioration in performance [App]. The Reel Cinema
Company may be paying more for the films it shows [An]. This could be attracting more
consumers but the costs of sales could be rising because the business is paying more for
better films to show [An]. Gross profit has increased from $90 000 in 2015 to $98 000 in 2017,
which suggests improved performance [App]. This means that revenues are rising faster than
cost of sales over the period, which suggests better performance [An]. The Reel Cinema’s
expenses have increased from $62 000 in 2015 to $81 000 in 2017, which could mean a
deterioration in performance [App]. This could be because marketing and administration
costs are increasing as a result of greater revenues [An]. Profit has fallen over the period from
44
$28 000 in 2015 to $17 000 in 2017, which may mean deteriorating performance [App]. This is
because expenses are rising by more than gross profit [An]. There is, however, no information
about the cinema market or New Zealand’s economy [Ev]. The Reel Cinema might be doing
well in challenging conditions and its performance may be better than its rivals [Ev]. There
is also no information about non-monetary factors that might affect performance [Ev]. The
Reel Cinema might be producing a better service that could lead to better performance
in the long run [Ev]. In conclusion, we need more information beyond The Reel Cinema’s
income statement to accurately judge its performance [Ev].
4 a Gross profit margin is the amount of gross profit earned per $1 of revenue – the higher the
value, the better the performance.
Profit margin is the profit made on each $1 of revenue – the higher the value, the better the
performance.
Current ratio measures the value of each $1 of current assets to pay each $1 of current
liabilities – the higher the value, the more liquid the business is.
Acid test ratio measures the value of each $1 of accounts receivable and cash to pay each $1
of current liabilities – the higher the value, the more liquid the business is.
b Acid test ratio: The Reel Cinema’s acid test ratio falls, showing a decline in the business’s
liquidity from 2015 to 2017.
Current ratio: The Reel Cinema’s current ratio also falls, showing a similar decline.
Conclude by discussing the significance of the falls. Consider how much they have declined,
that they back up the business’s and lenders’ concerns over liquidity, but that there is no
guide to what are safe current and acid test ratio values.

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24 Economic issues
Activity 24.1
a Qatar’s economy is in the growth stage of the business cycle.
b • An improving balance of payments: because the value of exports has been rising and the
imports have been decreasing.
• Economic growth: because the GDP of the country has been increasing.
• Low inflation: because the prices are controlled.
• Low unemployment: because there are plenty of jobs.
c The inflation in Qatar is currently controlled so prices of goods are not rising. Consumers
can therefore afford to pay for goods and services and have a better standard of living. With
increased spending by consumers, businesses have better sales and find it easier to grow.
The level of unemployment in Qatar is currently low as there are plenty of jobs. Consumers can
therefore earn money and have greater spending power and a better standard of living. The
effect of lower unemployment on businesses is that they may find it harder to recruit and retain
workers as the workers have a lot of choice. Also, businesses may have to pay more to retain
their workers.
Other points may include: identification and analysis of increasing GDP and improving balance
of payments (or increase in exports and a decrease in imports).
d Low levels of unemployment are beneficial to the economy because (any two points from the
list below):
• That means that they do not have to spend as much on unemployment benefits and can
spend that money on other infrastructural services. 45
• The more people are in employment, the more income tax is received by the government
and the greater the spending on improving the country.
• The higher the number of employed people, the greater the contribution to the total output
of the country and economic growth.
A positive balance of payments is beneficial to the economy because (any two points from the
list below):
• It has a lot of exports, it earns a lot of foreign currency and this is better for the country’s
international trade.
• It has more exports than imports, so there is more money flowing into the economy than
going out. This money can then be used as needed for the improvement of the economy.
• It has more exports than imports and so has enough foreign exchange and does not have to
borrow from other countries at expensive rates.

Activity 24.2
a The two main sources of government income are taxes and borrowing.
b Two sources could include:
• Value added tax: a charge added to the value of some goods and services.
• Import tariff/customs duty: a charge added to the price of goods that are imported from
other countries.
• Sales tax: a charge paid by consumers on the purchase of some items.
• Excise duty: a charge paid by a manufacturer on the production of specific goods within the
country.
c The corporation tax rate has been increasing over the last four years as it was 15% in 2016 and is
18% in 2019. This means that it has gone up 3%.

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Cambridge IGCSE Business Studies

d The increase in the corporation tax rate means that the businesses will have a smaller profit after
tax, which means that they will have a smaller amount to reinvest and grow. This may lead them
to increase prices to cover costs or relocate to other countries with a lower corporation tax rate.
The increase in the corporation tax rate also means that the businesses will have a smaller profit
after tax and so shareholders will receive fewer dividends. This will discourage existing and new
shareholders from investing.
e The impact of lowering income taxes on consumers will be that they will have more
disposable income so they will spend more on goods and services and have a better
standard of living.
The impact of lowering income taxes on businesses will be that there will be more demand for
their goods and services leading to more sales. Businesses may then increase their production
levels to meet the demand.
f By increasing the indirect tax rates, the government will collect more from value added tax, sales
tax, import tariffs and so on.
The increase in the corporation tax rate from 15% to 18% will also increase the government’s
income as companies will be paying more on their income. However, this may also discourage
new businesses from setting up operations there and existing businesses might move their
operations to countries with cheaper corporation tax rates. So, over time, the short-term
increase in income by increased corporation tax rates will be offset by the loss in income from
existing businesses moving operations or the lack of new companies setting up there.
The decrease in income tax rates will lead to an increased disposable income and more
spending by consumers. This will reduce the income from income tax for the government, but in
the long run, businesses will benefit from increased spending by consumers and will make more
sales. Increased sales mean more corporation tax (at a higher rate) for the government.

46
Activity 24.3
a Interest rate is the cost of borrowing money from a bank or the percentage rate earned on savings.
b (3.0/100) x 500 000 = $15 000
c The cost of borrowing will increase, therefore consumers will borrow less.
Consumers will have more incentive to save as they will earn more interest by depositing their
money in the bank, therefore they will spend less.
d The cost of borrowing is more expensive so the interest costs for ABC Bicycles will increase and
it may decide to postpone its expansion plans.
People will spend less and so ABC Bicycles’ sales will fall, resulting in a decrease in profits.
e An increase in interest rates will make borrowing more expensive for ABC Bicycles and increase
its interest costs. Also, consumers will want to save more and spend less so sales of ABC
Bicycles may go down. This may make the company defer its plans for expansion.
A decrease in the corporation tax rate will mean that ABC Bicycles will have to pay less in taxes
and so will have lower costs, which might compensate for the increase in borrowing costs.
The overall impact of both of these changes depends on how much debt ABC Bicycle has.

25 Environmental and ethical issues

Activity 25.1
a Externalities are the positive and negative effects of business activities on unrelated parties.
b One example of a positive externality could be: improved infrastructure in the area by having a
reliable power supply and better road networks, schools and hospitals. This can be beneficial
not only to the employees but also to the community living in the area.
Other positive externalities may be: employment for the local people; better products at
possibly reduced costs; use of better production techniques so better product possibly at
reduced costs.

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 Answers

Example of a negative externality: road congestion caused by delivery lorries, which will also
negatively impact the tourism in the area.
Other negative externalities may be: air pollution caused by fumes from the factory; destruction
of ecology in the area due to sound and light pollution.
c Use renewable sources of energy such as wind power and solar power so that greenhouse gas
emissions are reduced.
Work with employees, customers and suppliers fairly, so that they have better living standards.
Other steps could be: reduce waste; use packaging that can be recycled; promote telecommuting;
use energy-efficient processes and equipment; adopt fair human resource policies.
d The social benefits of Synta Plastics setting up operations will be increased employment and
improved infrastructure in the area, which will benefit the whole community, not just the
employees.
The social costs of Synta Plastics will be increased pollution in the area, both air and noise.
Fumes released from the factory can be harmful and the noise pollution can be an irritant
affecting the quality of life of the people there.
The benefits of increased employment and improved infrastructure will to an extent
compensate for the impact of the social costs of increased pollution. Also, Synta Plastics is
setting up a factory that uses recycled plastic, showing that it cares about the environment and
may possibly have green / environment-friendly operations.

Activity 25.2
a A pressure group is a group of people who join together for a common cause (ethical or
environmental).
b • Petitioning: making an oral or written official complaint to the government or food 47
regulatory authority about Tastybites.
• Demonstrations: this involves a group of people protesting at a rally about the impact of
Tastybites on the environment, the health of the people and local businesses.
• Lobbying: attempting to influence the policymaking/legal controls of the government.
c Threat: Tastybites’s reputation may be damaged and it may discourage potential customers,
employees and investors.
Other points may include: if regulations are not being followed, then it may create legal
problems for Tastybites.
Opportunity: Tastybites may gain financial incentives for using greener and more
environmentally friendly packaging and ware.
Other points may include: gain publicity which will attract new employees and investors, following
government regulations and/or greener methods can give Tastybites a competitive advantage.
d The government can use legal controls to minimise the negative effects of business activity
by imposing penalties in the form of fines or closure of facilities for ignoring pollution targets
or waste disposal laws. To avoid negative publicity, it is likely that businesses will follow all the
legal controls.
The government can also use incentives such as awarding tax credits or allowing tax
exemptions for businesses using greener/more environmentally friendly methods of operation.
Tastybites could use containers made out of recycled materials to reduce the amount of non-
biodegradable waste. The government can also facilitate greener operations by providing the
infrastructure for recycling and waste collection.
Incentives can also be very effective in motivating businesses to go green as this entails a direct
benefit for them. They can also gain from the publicity they attract by using green methods.
Other points may include: government can set up controls which prevent new businesses
from opening up in certain areas so that the local businesses are not affected negatively. The
government can also set up controls to make restaurant owners and food chains state the
nutrition information of food items clearly.

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Cambridge IGCSE Business Studies

Activity 25.3
a An ethical business practice is a responsible way of carrying out business activity with the
interest of all stakeholders in mind.
b Any two of the following:
• Dangerous working conditions: the toxic fumes produced would be inhaled by the workers
causing health issues.
• Unreasonable workload: not giving appropriate breaks and setting unreasonable targets for
workers can be detrimental to their mental and physical health.
• Working long hours without appropriate compensation: this can be very demotivating for
workers and also causes fatigue, resulting in poor work quality.
• Humiliating discipline: this can be very demotivating, lead to mental health issues and drive
workers towards leaving their job.
c If Techno Ltd follows ethical business practices, it will benefit from an improved image and
reputation, which will help in attracting new investors, workers and customers when it tries to
enter new international markets. Workers will also be happier and easier to retain.
However, investing in ethical practices may involve high costs. In the case of Techno Ltd,
improving and providing safer working conditions will mean buying safety equipment and
clothes, which will cost money. Also, paying the workers fairly will increase its costs. Without
a significant increase in sales to compensate, the increase in costs will lead to a decrease in
profits.
The improvement in brand image may increase customer base and sales, worker recruitment
costs may be reduced and more funding from investors may more than make up for the
increased costs, and so I think that Techno Ltd should invest in ethical business practices.
48

26 Business and the international economy

Activity 26.1
a Globalisation is how countries are connected with each other because of trade of goods and
services.
b Becoming a multinational may provide Moto Automobiles with access to bigger markets, which
will help increase the sales of its automobiles and, if costs are controlled, it may lead to an
increase in profits.
Moto Automobiles may benefit from lower cost of labour as labour may be much cheaper in
Singapore compared to Switzerland. This would help reduce Moto Automobile’s total costs and,
if revenue is maintained, may help increase profits.
Other points may include: easier access to raw materials, lower production costs, spreading of
risk, gain from economies of scale and greater brand recognition.
c With Moto Automobiles setting up operations in Singapore, there will be increased employment
opportunities for its people. This will help reduce the unemployment rate and increase the
standard of living of the local people. However, there will be increased competition for local
automobile companies. If Moto Automobiles provides better-quality cars at a better price, then
the local automobile companies will suffer a loss in revenue. This may outweigh the benefit
of increased jobs and so it may not be a good decision to allow Moto Automobiles to set up in
Singapore.
Note: This is an example; other possible answers could also conclude that it may be an overall
advantage to Singapore.

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 Answers

Activity 26.2
a A tariff is a tax applied to the value of imported and exported goods.
b An increase in import tariffs by Pakistan will increase the cost of the toys so businesses in
Pakistan will have to sell the toys at a higher price. This will decrease the demand for the toys.
Quotas will limit the number of toys that Tinsel Toys can export to Pakistan, decreasing its sales.
c Availability of infrastructure facilities such as roads, transportation and communication can
help Tinsel Toys produce toys and video games more efficiently. This can help keep costs low.
Availability of a skilled and productive workforce is important to deliver toys on time and keep
labour costs low.

Activity 26.3
a A trade bloc would help lower the trade barriers within the member counties and create
favourable trade and investment policies.
b CH:US
1:3
So 1 CH = 3 US
Therefore 20 000 CH = (3 x 20 000) US
60 000 US
c A currency is said to appreciate if the value of the currency increases with respect to another
currency.
d Effect on Baby Needs:
49
Exports from China will become more expensive in the United States, which may decrease
demand for baby products from Baby Needs. Baby Needs may suffer from reduced sales and,
because of this, may cut its prices or reduce output.
Effect on consumers:
The baby products imported from China will become more expensive for importers in the
United States. Importers may reduce the amount that they buy from Baby Needs. This may
result in consumers having less money to buy and buying alternative baby products (either
locally or from other countries in the trade bloc) instead. On the other hand, importers may
continue to buy, but sell the products at a higher price, resulting in expensive products for
consumers.

Exam-style practice questions

a A company that has operations in more than one country.
b A business activity that has a positive impact on the environment and its stakeholders and
ensures its survival in the future.
c 1 If suppliers are close, then there may be easier access to the products/goods that it sells,
which will reduce transportation costs and make sure that goods arrive on time.
2 Lower cost of labour if there is a good supply of labour in the host country.
3 Access to greater markets, which will increase sales revenue and, if costs are controlled, then
Universal Stores can benefit from increased profits.
4 Lower production costs because energy costs and rental of business premises may be
cheaper in the host country.
d Way 1: Fair treatment of all employees. [K]
Explanation: Though Universal Stores has stores in five different countries [App], it must offer
the same wages for the same work regardless of the ethnicity or gender of the worker and
irrespective of the country that they are operating in. [An]
Way 2: Source the goods that it sells from ethical suppliers. [K]

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Cambridge IGCSE Business Studies

Explanation: As Universal Stores is a departmental store [App] and it sells many different kinds
of goods and has many suppliers, it should make sure that the people who make its products
are not being exploited or have unsafe working conditions. [An]
e Following ethical business practices will help Universal Stores be successful in the two new
countries because it will be good for its image and reputation. A good reputation will help in
attracting investors and retaining employees as well as in gaining a loyal customer base.
Note: Only one analysis point of impact of good image is needed.
It is important to consider the different cultures of the two new countries because, to be
successful, Universal Stores should be sensitive to the culture of the host countries. For
example, it may have to provide less of certain food items and fashion clothing, which may not
be permitted as per religious beliefs, and more of others which may be more suitable as per the
weather and customs.
Note: Either cultural differences or political stability could be considered.
It should also consider political instability as this can make government decision making slower
and cause delays for Universal Stores.
In conclusion, Universal Stores should definitely continue to be ethical as it will keep three of its
stakeholders happy and be beneficial in the long run. However, it should evaluate the impact of
political uncertainty carefully as it will have the least control over it, and be sensitive to cultural
differences by adjusting its goods to suit the market tastes.

Exam-style case study

1 a Advantage: Increased sales [K].
Explanation: Mexico’s economy has grown by an average of 2.5% each year since 2013 and
50 grew very fast in 2017. Unless they are being taxed more, consumers have more income
and so more of it will be disposable for them to spend on luxuries such as desserts [An in
context].
Disadvantage: Falling unemployment [K].
Explanation: Foo Desserts will find it more difficult to find new employees and might have to
spend a higher proportion of its budget on wages to attract and retain staff in a competitive
job market [An in context].
b Consumers have less income: As income taxation increases, the consumers who buy Foo
Desserts products may have less income [K], which could lead to a fall in their spending on
the goods that they buy [App]. This may mean that Foo Desserts’ customers spend less on
desserts, which leads to a fall in the business’s revenues and profits [An]. This will, however,
depend on how responsive Foo’s products are to a fall in consumer income brought about
by the rise in taxation [Ev]. The desserts are marketed as luxuries rather than essentials so
consumers are more likely to stop buying them before other products as their disposable
income falls. [An]
Employees might not be as motivated: A rise in income tax could mean that the employees
at Foo take home less pay [App] because of higher tax, which could reduce motivation at
work [An]. The extent to which this affects their motivation may depend on the size of the
tax increase [Ev]; if it is significant, then this could reduce their motivation at work and have
a big effect on productivity at Foo [Ev]. If the workforce is motivated by other factors more
than by money, such as Foo’s strong ethical commitments, and if staff feel well treated in
general, then reductions to take-home pay may have a smaller effect on productivity and
staff retention. [Ev]
The business has less funding for investment: Higher tax on profits may reduce the funds
that Foo has for investment in capital and innovation [App]. Corporation tax has already
increased by 7%, which could represent a significant loss of potential investment funds from
Foo’s profits [An]. If the company has less money for new machinery and equipment, it may
be forced to borrow or cancel investment projects [An]. The extent to which this is true will
depend on whether the profits tax affects Foo and the other sources of finance that it has
access to [Ev].

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 Answers

Conclusion: The most significant disadvantage of the tax increase for Foo Desserts is the
impact that it has on its investment funds. Consumer spending on desserts is probably
quite low so a tax on income will not have much effect [Ev]. Tax on employees may not affect
worker motivation because of the number of other factors affecting motivation [Ev]. A higher
tax on profits, however, has a very direct effect on Foo’s available funds for investment [Ev],
which will affect its longer-term business plan and its ability to trade ethically.
2 a Benefits might include: higher sales if consumers have lower borrowing costs; Foo Desserts
will have lowering borrowing costs; and Foo Desserts will find the costs of new investment
cheaper with lower borrowing costs. Make sure that your explanations clearly link the
benefits to Foo Desserts in context.
b You could include the following as effects of new environmental regulations:
Business costs: costs may rise if there needs to be investment in new capital to meet
regulations.
Administration and bureaucracy: this could become more complicated and time-consuming
for Foo, which reduces its efficiency.
Relationships with the local community: these will improve if the regulations, for example,
reduce pollution.
Conclude with a discussion which helps to justify which of these effects is most important to
Foo Desserts. You could, for example, focus on the long-term impacts of administration and
bureaucracy if they reduce Foo Desserts’s efficiency.
3 a Four ways that Foo Desserts might be affected by sustainable development could include:
increased costs if there are more environmental regulations to meet; increased bureaucracy
and administration to ensure that the business is meeting new regulations; marketing
benefits if consumers see Foo Desserts as more environmentally friendly; greater employee
motivation if they feel that Foo Desserts is more environmentally friendly. Make sure that 51
your explanations clearly link each example to Foo Desserts.
b You could include the following as effects of a more ethical approach by Foo:
Brand image and reputation: this could be enhanced in the mind of Foo Desserts customers
and lead to an increase in sales.
Motivation of employees: this might improve if employees feel motivated by a more ethical
approach.
Increased cost of materials: this could occur if Foo Desserts’s business practices have to
change to be more ethical.
Your conclusion could, for example, focus on increased sales as a key benefit to Foo Desserts
because of the long-run increase in profits. Make sure that you justify the decision that you
make with examples given in context.
4 a Benefits might include: increased sales from international markets; spreading risks across
international markets; economies of sales that result from greater sales and output;
increased access to lower-cost inputs from international suppliers. Make sure that your
explanations show how these benefits relate to Foo Desserts.
b You could include the following advantages and disadvantages of global expansion for Foo.
Include explanations of the two of each that you state, showing how they will affect Foo:
Advantages: increased sales revenue from new markets; economies of scales from
increasing output by expanding into new markets; spreading risk across different markets
beyond Mexico.
Disadvantages: different operating regulations in Argentina and Brazil; social and cultural
differences between Mexico and other South American countries; dealing with the exchange
rate between Mexico and other South American countries.
In your conclusion, discuss whether Foo Desserts should become a multinational by, for
example, considering how the market growth that being a multinational gives the business
outweighs increased operating costs such as having to comply with more regulations.
Justify your reasoning with examples that apply to Foo Desserts’s business.

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