hnd大综合参考 答 案

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1、Question1Part(a):Barr’sproductmix(10marks)Awardonemarkforeachrelevantadvantageordisadvantageanduptothreeadditionalmarksperadvantageordisadvantagefordevelopment,reasonedreferencetorelevantconceptsand/orjustifiedillustrativeexamplesfromthecasestudy.Thisgivesamaximumoffourforeachadvantageordisadvan

2、tage(butseebelow).Answerswhichcoveronlydisadvantagesoradvantagesshouldgainamaximumoffivemarks.Relevantconcepts:productlines;productitems;productpositioning;productlifecycle.Possibleadvantagesinclude:coherentgroupingofproductswithinonemarket(drinks)—canhelptogaineconomiesofscaleinpromotionandoper

3、ations,buildmanagerialexpertiseetc;targetedatanumberofdifferentmarkets(egOrangina,Tizer);rangeofdifferentproductlinesanditems—somehaveaveryclearidentity(egIrn-Bru).Possibledisadvantagesinclude:manyareatthematurestageoftheproductlifecycle;softdrinksisarapidlychangingmarketandnewbrandsmaybeimporta

4、nt(Barr’smaybefindingithardtodevelopnewbrands—itsownbrandsarewell-establishedanditsfranchisesareinastaticmarket(Orangina),ornotwell-knownintheUK(LiptonIceTea).Part(b):Elasticity(5marks)Awardonemarkforanindicationthatthecandidateunderstandstheterm‘priceelastic’.Awardonemarkforeachrelevantpointplu

5、suptothreeadditionalmarksfordevelopmentand/orexamplesfromthecasestudy.Relevantconcepts:priceelasticityofdemand;promotionalmethods;productlifecycle;marketresearch.PriceelasticitymayinfluenceBarr’sinthatitcanleadtoattemptstoenhancebrandloyaltysothatpriceelasticityisreducedwhich,inturn,curtailsthei

6、mpactonsalesofachangeinprice.Therearemanyexamplesinthecasestudyofattemptstodevelopbrandloyalty,egIrn-Bru,Tizer.Question2Barr’sexternalenvironment(12marks)Awardonemarkforeachrelevantpointanduptothreeadditionalmarksperadvantageordisadvantagefordevelopment,reasonedreferencetorelevantconceptsand/orj

7、ustifiedillustrativeexamplesfromthecasestudy.Thisgivesamaximumoffourforeachrelevantpoint.Relevantconcepts:systemsapproach;stakeholders;governmenteconomicpolicy;usersoffinancialinformation.AnswersshoulduseexamplestoshowhowBar