Y10 Enterprise September Assessment (OCR)

Enterprise and Marketing (J837) Y10 Enterprise September Assessment Kyle Dudley Please note that you may see slight differences between this paper and the original....

Enterprise and Marketing (J837) Y10 Enterprise September Assessment Kyle Dudley Please note that you may see slight differences between this paper and the original. Duration: 55 mins Candidates answer on the Question paper. OCR supplied materials: Additional resources may be supplied with this paper. Other materials required: Pencil Ruler (cm/mm) Candidate Candidate forename surname Centre number Candidate number INSTRUCTIONS TO CANDIDATES Write your name, centre number and candidate number in the boxes above. Please write clearly and in capital letters. Use black ink. HB pencil may be used for graphs and diagrams only. Answer all the questions, unless your teacher tells you otherwise. Read each question carefully. Make sure you know what you have to do before starting your answer. Where space is provided below the question, please write your answer there. You may use additional paper, or a specific Answer sheet if one is provided, but you must clearly show your candidate number, centre number and question number(s). INFORMATION FOR CANDIDATES The quality of written communication is assessed in questions marked with either a pencil or an asterisk. In History and Geography a Quality of extended response question is marked with an asterisk, while a pencil is used for questions in which Spelling, punctuation and grammar and the use of specialist terminology is assessed. The number of marks is given in brackets [ ] at the end of each question or part question. The total number of marks for this paper is 48. The total number of marks may take into account some 'either/or' question choices. © OCR 2024. You may photocopy this page. 1 of 12 Created in ExamBuilder  1 Which of the following is a purpose of market research? (a) It is a legal requirement to start a new business (b) To advertise a new product (c) To aid decision making (d) To increase risk 2 What is a disadvantage of collecting secondary market research? (a) It is more expensive than primary market research (b) It is not available for competitors to see (c) It is time-consuming to collect (d) It might not be up to date 3 Felix analyses sales figures for his business between 2017 and 2020 to identify trends. Which of these best describes this type of data? (a) External data (b) Focus group data (c) Internal data (d) Qualitative data © OCR 2024. You may photocopy this page. 2 of 12 Created in ExamBuilder  4 Rishi looks at his business’ previous sales information when developing a new product. This is an example of (a) Data from competitors (b) Primary market research (c) Qualitative data (d) Secondary market research 5 Last year you completed a two-week work experience placement at a household waste and recycling centre. You were shocked that some people throw away furniture which could be reused. You only have a small amount of savings but decided to use the knowledge gained from your Enterprise and Marketing course to set up a business called ‘Second Chance’. Your business will repair and restore furniture that the original owner no longer needs and sell it onto a new owner for a profit. Before you set up your business you decide to carry out some market research to help you segment your market. Identify two other secondary market research sources which you could use. 1 2 © OCR 2024. You may photocopy this page. 3 of 12 Created in ExamBuilder  6 State two purposes of market research. 1 2 7(a) Many of your friends and family have pet dogs and cats. Each summer you enjoy looking after the pets, for example, taking dogs for walks and feeding them. As you care for the animals so well, one of your friends has suggested that you should start a ‘pet-care’ business for pet owners within a three- mile radius of your home. You plan to look after their pet while they are on holiday. You are excited about this opportunity as people’s pet preferences change regularly. You decide first to carry out some market research. Identify two purposes of market research. 1 2 (b) Identify two primary market research methods which you could use. 1 2 8 Before deciding to start your business, you carried out some secondary market research to collect quantitative data. Identify two secondary market research sources that you could have used. 1 2 © OCR 2024. You may photocopy this page. 4 of 12 Created in ExamBuilder  9(a) For a number of years, you have enjoyed making items of jewellery (including rings and bracelets) which you often give to family and friends as gifts for birthdays, anniversaries and other celebrations. Your family and friends always comment that they appreciate the thought that you put into creating the jewellery which is very different to anything sold in the local shops. After leaving school you have decided to combine your enterprise skills and creative talents to make and sell your personalised jewellery within your area via a local ‘buy & sell’ site on social media. You first need to carry out some market research to help you to segment the market. Identify three primary market research methods you could use. 1 2 3 (b) Identify three ways you could segment the market. 1 2 3 © OCR 2024. You may photocopy this page. 5 of 12 Created in ExamBuilder  (c) Explain two advantages of you segmenting the market for jewellery. Advantage 1 Explanatio n Advantage 2 Explanatio n © OCR 2024. You may photocopy this page. 6 of 12 Created in ExamBuilder  10 Before starting production, you carry out some market research. Explain two purposes of carrying out market research. Purpose 1 Explanation Purpose 2 Explanation © OCR 2024. You may photocopy this page. 7 of 12 Created in ExamBuilder  11 Last year you completed a two-week work experience placement at a household waste and recycling centre. You were shocked that some people throw away furniture which could be reused. You only have a small amount of savings but decided to use the knowledge gained from your Enterprise and Marketing course to set up a business called ‘Second Chance’. Your business will repair and restore furniture that the original owner no longer needs and sell it onto a new owner for a profit. Before you set up your business you decide to carry out some market research to help you segment your market. Explain one advantage and one disadvantage of using government publications and statistics as part of your market research. Advantag e Explanation Disadvantag e Explanation © OCR 2024. You may photocopy this page. 8 of 12 Created in ExamBuilder  12 You completed an apprenticeship last year which involved you working and qualifying as a hairdresser. As you have always wanted to run your own business, you have decided to become a franchisee of a mobile hairdressing brand, Supreme Salons. You think this is the best way to be successful in such a highly competitive market. As a mobile hairdresser, you will visit your customers at home to cut, style and colour their hair. Your target market will be young families with children, who may not have the time to visit a hairdressing salon. You will need to purchase a car, using money that you saved whilst working as an apprentice. Supreme Salons makes a range of products that franchisees can sell to customers, such as shampoos. The shampoo range has been produced for the past five years, but it is now entering the decline stage of the product lifecycle as sales are reducing. Supreme Salons has decided to change the packaging of the shampoo. You do not currently offer any of the shampoo range for sale to your customers, but you are considering it for the future. Before making this decision you have decided to organise some consumer trials. Explain one advantage and one disadvantage of using customer trials. Advantage Explanation Disadvantage Explanation © OCR 2024. You may photocopy this page. 9 of 12 Created in ExamBuilder  13 While browsing the Internet, you find a report about the sales and profit data of a business in a different part of the UK. Analyse one advantage and one disadvantage of looking at competitors’ data as part of your market research. Advantage Disadvantage © OCR 2024. You may photocopy this page. 10 of 12 Created in ExamBuilder  14 Many of your friends and family have pet dogs and cats. Each summer you enjoy looking after the pets, for example, taking dogs for walks and feeding them. As you care for the animals so well, one of your friends has suggested that you should start a ‘pet-care’ business for pet owners within a three- mile radius of your home. You plan to look after their pet while they are on holiday. You are excited about this opportunity as people’s pet preferences change regularly. You decide first to carry out some market research. Analyse two benefits for your business of carrying out primary market research rather than secondary market research. Benefit 1 Benefit 2 © OCR 2024. You may photocopy this page. 11 of 12 Created in ExamBuilder  END OF QUESTION PAPER © OCR 2024. You may photocopy this page. 12 of 12 Created in ExamBuilder Powered by TCPDF (www.tcpdf.org)