AQA_2024: A-level Business - Paper 2
Business 2
(Merged Question Paper and Marking Scheme)
Please write clearly in block capitals.
Centre number Candidate number
Surname
Forename(s)
Candidate signat ure
I declare this is my own work.
A-level
BUSINESS
Paper 2 Business 2
Tuesday 21 May 2024 Morning Time allowed: 2 hours
Materials For Examiner’s Use
For this paper you must have:
a calculator. Question Mark
1.1
Instructions 1.2
Use black ink or black ball-point pen.
1.3
Fill in the boxes at the top of this page.
Answer all questions. 1.4
You must answer the questions in the spaces provided. Do not write 2.1
outside the box around each page or on blank pages. 2.2
If you need extra space for your answer(s), use the lined pages at the end of
this book. Write the question number against your answer(s). 2.3
Do all rough work in this answer book. Cross through any work you 3.1
do not want to be marked. 3.2
3.3
Information
The marks for questions are shown in brackets. TOTAL
The maximum mark for this paper is 100.
,For A-level Business Paper 2 (Business 2), focus on the following key areas:
1. Business Objectives and Strategy:
Setting Objectives: Understand the importance of setting clear, SMART (Specific, Measurable,
Achievable, Relevant, Time-bound) objectives for businesses to guide their operations.
Strategic Planning: Familiarize yourself with different strategic tools like SWOT analysis (Strengths,
Weaknesses, Opportunities, Threats) and PESTLE analysis (Political, Economic, Social, Technological,
Legal, Environmental) to assess internal and external factors affecting business decisions.
Types of Strategies: Study business strategies such as cost leadership, differentiation, and focus
strategies, as well as growth strategies (e.g., organic growth, mergers, acquisitions, and
franchising).
2. Marketing:
Market Research: Understand the importance of primary and secondary research methods in gathering
data and how businesses use market research to make informed decisions.
Segmentation and Targeting: Be familiar with different segmentation strategies based on
demographic, geographic, psychographic, and behavioral factors, and how businesses target specific
market segments.
Marketing Mix (4Ps): Study the elements of the marketing mix—Product, Price, Place, Promotion—
and how businesses adapt these elements to meet the needs of their target markets.
Digital Marketing: Recognize the growing role of digital marketing tools such as social media marketing,
content marketing, SEO, and email campaigns in reaching consumers.
3. Operations Management:
Production Methods: Understand various production methods, such as job production, batch
production, and flow production, and their implications for business efficiency and cost management.
Quality Control: Study quality management techniques like Total Quality Management (TQM) and Six
Sigma, and how they help businesses reduce errors and meet customer expectations.
Supply Chain Management: Learn about the importance of efficient supply chain management,
including inventory management techniques like Just-in-Time (JIT) and Just-in-Case (JIC).
4. Human Resources (HR):
Recruitment and Selection: Study the recruitment process and methods used by businesses to attract
the best talent, including job descriptions, interviews, and psychometric testing.
Motivation Theories: Understand key motivational theories like Maslow’s Hierarchy of Needs,
Herzberg’s Two-Factor Theory, and McGregor’s Theory X and Theory Y, and their application in
improving employee performance and job satisfaction.
Leadership and Management Styles: Recognize the impact of different leadership styles (autocratic,
democratic, laissez-faire) on employee motivation, productivity, and organizational culture.
5. Financial Management:
Sources of Finance: Know the different sources of finance available to businesses, such as internal
sources (retained earnings) and external sources (loans, equity, crowdfunding).
6. Business Growth and Development:
Organic Growth: Study the process of organic growth, which involves expanding the business through
internal processes such as increasing sales or launching new products.
IB/G/Jun24/G4004/E6 7132/2
, 2
Do not write
outside the
Answer all questions in the spaces provided. box
0 1 Read the information below and then answer the questions that follow.
Biggs Ltd
Biggs Ltd operates in the snack food market, selling crisps, nuts and other savoury
products. Potatoes are a key ingredient in its snacks. The price of potatoes has risen by
35% over the last two years.
The company is one of six firms who dominate a market that has been growing strongly for
ten years. The market growth is largely due to the development of new snacks designed
for children. However, Biggs Ltd’s market share has been falling since 2019.
Biggs Ltd plans to launch a completely new range of products in 2024. It will promote this
by sponsoring a major televised sporting competition which has children and families as its
audience.
Appendix A Extract from Biggs Ltd’s recent financial statements
2023 2022
£000s £000s
Revenue 47 569 46 994
Gross profit 22 289 22 820
Operating profit 4 650 4 701
Payables 5 056 5 221
Appendix B Labour productivity for Biggs Ltd and the snack food industry average
(shown as an index number, base year = 2017)
Year Biggs Ltd Industry average
2020 104.2 104.3
2023 100.3 105.9
IB/G/Jun24/7132/2
, 3
Do not write
outside the
Appendix C Marketing expenditure as a percentage of revenue, 2020–2024* box
* 2024 based on Biggs Ltd’s forecast.
Appendix D Results of market research conducted with families on Biggs Ltd’s new
product range and the promotional campaign
Average survey score by age group
Survey question
6 to 16 17 to 35 36
years years years and over
I will definitely try the new products
9.9 7.2 1.8
when they are available.
The promotional campaign
improves my view of Biggs Ltd’s 8.3 6.3 8.0
brand.
I frequently consume snack foods
8.9 6.9 2.7
at sports events.
Scale: 10 = strongly agree, 5 = neither agree nor disagree, 0 = strongly disagree
Source: Data from 27 interviews with families, conducted by Biggs Ltd in 2021.
Turn over ►
IB/G/Jun24/7132/2
Business 2
(Merged Question Paper and Marking Scheme)
Please write clearly in block capitals.
Centre number Candidate number
Surname
Forename(s)
Candidate signat ure
I declare this is my own work.
A-level
BUSINESS
Paper 2 Business 2
Tuesday 21 May 2024 Morning Time allowed: 2 hours
Materials For Examiner’s Use
For this paper you must have:
a calculator. Question Mark
1.1
Instructions 1.2
Use black ink or black ball-point pen.
1.3
Fill in the boxes at the top of this page.
Answer all questions. 1.4
You must answer the questions in the spaces provided. Do not write 2.1
outside the box around each page or on blank pages. 2.2
If you need extra space for your answer(s), use the lined pages at the end of
this book. Write the question number against your answer(s). 2.3
Do all rough work in this answer book. Cross through any work you 3.1
do not want to be marked. 3.2
3.3
Information
The marks for questions are shown in brackets. TOTAL
The maximum mark for this paper is 100.
,For A-level Business Paper 2 (Business 2), focus on the following key areas:
1. Business Objectives and Strategy:
Setting Objectives: Understand the importance of setting clear, SMART (Specific, Measurable,
Achievable, Relevant, Time-bound) objectives for businesses to guide their operations.
Strategic Planning: Familiarize yourself with different strategic tools like SWOT analysis (Strengths,
Weaknesses, Opportunities, Threats) and PESTLE analysis (Political, Economic, Social, Technological,
Legal, Environmental) to assess internal and external factors affecting business decisions.
Types of Strategies: Study business strategies such as cost leadership, differentiation, and focus
strategies, as well as growth strategies (e.g., organic growth, mergers, acquisitions, and
franchising).
2. Marketing:
Market Research: Understand the importance of primary and secondary research methods in gathering
data and how businesses use market research to make informed decisions.
Segmentation and Targeting: Be familiar with different segmentation strategies based on
demographic, geographic, psychographic, and behavioral factors, and how businesses target specific
market segments.
Marketing Mix (4Ps): Study the elements of the marketing mix—Product, Price, Place, Promotion—
and how businesses adapt these elements to meet the needs of their target markets.
Digital Marketing: Recognize the growing role of digital marketing tools such as social media marketing,
content marketing, SEO, and email campaigns in reaching consumers.
3. Operations Management:
Production Methods: Understand various production methods, such as job production, batch
production, and flow production, and their implications for business efficiency and cost management.
Quality Control: Study quality management techniques like Total Quality Management (TQM) and Six
Sigma, and how they help businesses reduce errors and meet customer expectations.
Supply Chain Management: Learn about the importance of efficient supply chain management,
including inventory management techniques like Just-in-Time (JIT) and Just-in-Case (JIC).
4. Human Resources (HR):
Recruitment and Selection: Study the recruitment process and methods used by businesses to attract
the best talent, including job descriptions, interviews, and psychometric testing.
Motivation Theories: Understand key motivational theories like Maslow’s Hierarchy of Needs,
Herzberg’s Two-Factor Theory, and McGregor’s Theory X and Theory Y, and their application in
improving employee performance and job satisfaction.
Leadership and Management Styles: Recognize the impact of different leadership styles (autocratic,
democratic, laissez-faire) on employee motivation, productivity, and organizational culture.
5. Financial Management:
Sources of Finance: Know the different sources of finance available to businesses, such as internal
sources (retained earnings) and external sources (loans, equity, crowdfunding).
6. Business Growth and Development:
Organic Growth: Study the process of organic growth, which involves expanding the business through
internal processes such as increasing sales or launching new products.
IB/G/Jun24/G4004/E6 7132/2
, 2
Do not write
outside the
Answer all questions in the spaces provided. box
0 1 Read the information below and then answer the questions that follow.
Biggs Ltd
Biggs Ltd operates in the snack food market, selling crisps, nuts and other savoury
products. Potatoes are a key ingredient in its snacks. The price of potatoes has risen by
35% over the last two years.
The company is one of six firms who dominate a market that has been growing strongly for
ten years. The market growth is largely due to the development of new snacks designed
for children. However, Biggs Ltd’s market share has been falling since 2019.
Biggs Ltd plans to launch a completely new range of products in 2024. It will promote this
by sponsoring a major televised sporting competition which has children and families as its
audience.
Appendix A Extract from Biggs Ltd’s recent financial statements
2023 2022
£000s £000s
Revenue 47 569 46 994
Gross profit 22 289 22 820
Operating profit 4 650 4 701
Payables 5 056 5 221
Appendix B Labour productivity for Biggs Ltd and the snack food industry average
(shown as an index number, base year = 2017)
Year Biggs Ltd Industry average
2020 104.2 104.3
2023 100.3 105.9
IB/G/Jun24/7132/2
, 3
Do not write
outside the
Appendix C Marketing expenditure as a percentage of revenue, 2020–2024* box
* 2024 based on Biggs Ltd’s forecast.
Appendix D Results of market research conducted with families on Biggs Ltd’s new
product range and the promotional campaign
Average survey score by age group
Survey question
6 to 16 17 to 35 36
years years years and over
I will definitely try the new products
9.9 7.2 1.8
when they are available.
The promotional campaign
improves my view of Biggs Ltd’s 8.3 6.3 8.0
brand.
I frequently consume snack foods
8.9 6.9 2.7
at sports events.
Scale: 10 = strongly agree, 5 = neither agree nor disagree, 0 = strongly disagree
Source: Data from 27 interviews with families, conducted by Biggs Ltd in 2021.
Turn over ►
IB/G/Jun24/7132/2
