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Business 9609/23 May June 2022 | Cambridge AS Level Past Papers With Mark Scheme

1. Child Play (CP):
- Operates as a sole proprietorship offering an hourly group booking model for a children’s play area.
- Su is considering increasing the price per hour from $10 to $15, supported by price elasticity of demand (PED) calculations.
- Plans for business expansion include opening a café targeted at parents, financed through working capital, requiring cost-effective promotion for quick revenue generation.

2. Business concepts:
- Supply: Quantity of goods or services a seller is willing and able to provide at a given price in a given time period.
- Product differentiation: Unique features or attributes of a product that distinguish it from competitors to create competitive advantage.

3. Clever Televisions (CTV):
- Public limited company targeting high-income customers with a reputation for quality and reliability, employing price skimming for new products.
- Declining market growth (-3% forecast for 2022) with plans to launch a lower-priced television brand (STV) for the mass market.

4. Automation and HR dynamics:
- Automation in one factory will reduce costs but lead to redundancies, causing low motivation and employee concerns in other factories.
- HR strategies include employee participation in decision-making to improve motivation and address concerns over job security.

5. Strategic evaluation:
- CP: Su must evaluate the impact of working capital constraints on café expansion and explore promotion methods like social media campaigns.
- CTV: Automation benefits include cost reduction and increased efficiency, but managing employee morale and involvement is critical for sustaining productivity and innovation.
CIE AS & A Level Business (9609) Jun 2022

Laura Bellini

Classification: Paper 2
Page count: 4
Viewed: 52
Last update: 15 days ago
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