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Business management Higher level Paper 2 7 pages Monday 6 May 2019 (morning) 2 hours 15 minutes Instructions to candidates y y Do not open this examination paper until instructed to do so. y y A clean copy of the business management formulae sheet is required for this examination paper. y y Section A:  answer one question. y y Section B:  answer two questions. y y Section C: answer one question. y y A calculator is required for this examination paper. y y The maximum mark for this examination paper is [70 marks]. © International Baccalaureate Organization 2019 M19/3/BUSMT/HP2/ENG/TZ0/XX 2219 – 5012 Section A Answer one question from this section. 1. Las Migas Carolina plans to set up a bakery, Las Migas, in a small town. Competition from established bakeries is strong. Carolina has asked for a bank loan because her personal savings are insufficient. The bank manager requested the following information: y y a business plan y y a cash flow forecast for the first four months of operations. Carolina has no experience with financial forecasts but she estimated the figures for Las Migas for the first four months of operations. These figures are shown in Table 1. Table 1: Estimated figures for Las Migas for the first four months of operations Estimated sales per month For the first two months of operations: $1500 From the third month of operations onwards: $3500 Monthly rent $1000 Interest $45 to be paid every two months starting the first month of operation Opening balance $100 Ingredients and supplies 30 % of sales Electricity per month 1 % of sales Carolina’s monthly salary $390 [Source: © International Baccalaureate Organization 2019] (a) State two elements, other than a cash flow forecast, of a business plan. [2] (b) Prepare a cash flow forecast for Las Migas for the first four months of operations. [6] (c) Explain one problem that Las Migas may experience as a new business. [2] M19/3/BUSMT/HP2/ENG/TZ0/XX – 2 – 2. Enjuice Enjuice produces canned juices. The market for canned juices is very competitive. Each can is sold at $8. Enjuice’s profit margins are falling. The marketing manager has conducted primary market research and suggested increasing advertising to increase sales. In 2018 Enjuice sold 360 000 cans. Table 1: Selected financial information for 2018 (all figures in $000s) Administration expenses 226 Cost of goods sold 2440 Current assets 500 Current liabilities 400 Debtors 300 Dividends 120 Interest 40 Marketing expenses 14 Sales revenue X Tax 10 % Y [Source: © International Baccalaureate Organization 2019] (a) State two methods of primary market research. [2] (b) Using the information provided above and in Table 1: (i) calculating X and Y, construct a profit and loss account for Enjuice; [5] (ii) calculate the gross profit margin (no working required). [1] (c) Explain one strategy that Enjuice could use to increase its gross profit margin. [2] Turn over M19/3/BUSMT/HP2/ENG/TZ0/XX – 3 – Section B Answer two questions from this section. 3. JP JP produces electric guitars. It is a cooperative owned by a committed workforce who share in the management and success (or failure) of the company and its profits. Workers enjoy having control over the workplace and are productive. However, JP’s continued success is threatened by insufficient finance, which prevents them from spending more on traditional promotional methods. JP’s guitars are expensive relative to the competition but are known for their quality. Its customers are very brand loyal. The use of social media marketing by many famous musicians influences JP’s brand loyalty and awareness. Unfortunately for JP, one especially famous musician using a JP guitar on social media recently received negative publicity about his private life. JP follows strict quality procedures that include quality circles. JP’s management believe that teams of workers employed on the production line know the production process best and are in the best position to make any necessary improvements. Staff turnover at JP is very low. XYZ, a large company known for its kitchen appliances, is considering moving into the musical instrument market as part of a growth strategy – they want the high gross profit margins on guitars (compared to the low profit margins on kitchen appliances). XYZ wants to take over JP. XYZ has a strong balance sheet and large cash reserves and is an expert at marketing. The cooperative has refused to consider the takeover bid from XYZ. The cooperative has argued that the culture of XYZ is too different to JP’s. XYZ’s management are viewed as too controlling. However, increased price competition has led to falling sales, forcing JP to make redundancies. Some cooperative members argue that unless JP accepts XYZ’s bid, additional jobs will be lost. [Source: © International Baccalaureate Organization 2019] (a) Define the term cooperative. [2] (b) Explain one positive and one negative impact of social media marketing on JP’s promotional strategy. [4] (c) Explain two benefits to JP of using quality circles. [4] (d) Discuss whether JP should accept XYZ’s takeover bid. [10] M19/3/BUSMT/HP2/ENG/TZ0/XX – 4 – 4. The Warriors The Warriors are a soccer* club who perform well but have not won any trophies. Recently, The Warriors have had above average turnover of managers, increasing time spent on recruitment. Player turnover has also been higher than that of other clubs. Dave Atkinson, owner and former player, is an autocratic leader who denies blame for the high manager and player turnover. He publicly criticizes players. However, fans adore Dave. He was a successful player, supports the fans and is committed to corporate social responsibility (CSR). He has: y y reduced ticket prices to the lowest in the league y y provided free, healthy snacks for junior supporters y y donated 20 % of The Warriors’ profits to local schools to encourage young people to play sport. After a recent poor performance, Dave demanded that all players donate 50 % of their pay for that match to good causes. Two new players used social media to complain. In response, Dave threatened to cancel their contracts. The other players refused to turn up for training to show solidarity. Dave then locked the players out of the stadium. This controversy comes at a critical time for The Warriors. With a dynamic new manager, they have their first chance to win an important final and with it significant financial gain, which is needed to support corporate social responsibility (CSR) and upgrade spectator facilities. On social media, the fans have asked Dave not to enforce the lock-out. Dave wants to resolve the conflict and privately regrets the lock-out. He is angry with the team but wants to increase The Warriors’ corporate social responsibility (CSR). Without wishing to appear as a weak uploads/Industriel/business-management-paper-2-hl 1 .pdf

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