Business 2024 · Oct/Nov · Paper 12

Individuals or groups outside the business who are affected by its activities and can influence it, such as customers, suppliers, government, and local communities.

If employees aim for higher wages, the business may decide to increase pay or offer bonuses to retain staff and maintain motivation, which affects cost decisions.

A costing method that adds all direct costs and a share of indirect costs to a product or job to calculate total cost.

It ignores fixed costs, so it may give an incomplete picture of profitability because a product can have a positive contribution but still make an overall loss once fixed costs are included.

A pricing strategy where prices change in response to demand, time, or market conditions.

To increase revenue by charging different customer groups different prices based on their willingness to pay, such as offering discounts to students or off-peak customers.

Employee development can encourage intrapreneurship by training staff in problem-solving, creativity, and decision-making. This gives employees the skills and confidence to suggest new ideas and take initiative within the business. For example, a business could provide innovation workshops or mentoring so employees are more likely to identify opportunities for new products or improved processes. As a result, the business may benefit from more internal innovation without needing to hire external entrepreneurs.

One reason is to identify whether workers are producing enough output for the labour cost incurred. If productivity is low, managers can investigate causes such as poor training, weak motivation, or inefficient processes and then take action to improve efficiency. This helps reduce unit costs and improve competitiveness. A second reason is to compare performance over time or between departments. By measuring labour productivity, a business can see whether changes such as new technology, training, or incentives have improved output per worker. This supports better decision-making and helps managers set realistic targets.

Sustainability of operations is important in a large retail distribution business because it can reduce waste, lower energy use, and improve the business’s reputation with customers and regulators. For example, using fuel-efficient transport and better warehouse management may reduce long-term costs and help meet environmental expectations. This can be especially important if customers prefer ethical businesses and if the firm wants to avoid fines or negative publicity. However, it may not be the most important operational factor. In a large retail distribution business, reliability of supply and speed of delivery are often critical because stores and customers depend on products being available at the right time. If operations are not efficient, stockouts can occur and sales may be lost. Cost control may also be more important because distribution businesses often operate on low margins, so even small increases in transport or storage costs can significantly reduce profit. Overall, sustainability is a significant operational factor, but in a large retail distribution business it may be less important than efficiency, cost control, and reliable delivery. The most important factor is likely to be the one that best supports continuous supply and profitability, although sustainability can strengthen long-term success.

One benefit is increased customer loyalty. By building strong relationships through personalised communication, loyalty schemes, and good after-sales service, a business can encourage repeat purchases. This reduces the need to constantly attract new customers and can increase long-term revenue. A second benefit is better customer information. Customer relationship marketing helps a business collect data on buying habits and preferences, which can be used to target promotions more effectively and develop products that better meet customer needs. This can improve sales and make marketing spending more efficient.

Market research is very important for effective product development in a hotel because it helps identify what customers want from their stay. For example, research may show demand for family rooms, spa facilities, better Wi-Fi, or healthier menu options. This reduces the risk of developing services that customers do not value and increases the chance of higher occupancy and customer satisfaction. Market research also helps a hotel understand changes in customer preferences and competitor offerings. This allows the hotel to adapt its services and remain competitive. Without research, the hotel may invest in features that do not attract guests, wasting time and money. However, market research may not be the only essential factor. A hotel also needs financial resources, skilled staff, and effective operations to turn ideas into successful products or services. In some cases, managers may use experience, customer feedback, or industry trends rather than formal research. For example, a hotel may introduce a new package because competitors are doing so or because of seasonal demand. Overall, market research is highly important and often essential because it reduces risk and improves the fit between the hotel’s offer and customer needs. However, effective product development also depends on the hotel’s ability to implement ideas successfully, so research alone is not sufficient.