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2024 business paper

The document outlines the examination details for the Pearson Edexcel Level 3 GCE Business Paper 1 scheduled for May 14, 2024. It includes instructions for candidates on how to fill out their information, the structure of the exam, and advice on answering questions. The total marks for the paper are 100, and candidates are required to use a black ink pen and may use a calculator.

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2024 business paper

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defoairzona123

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You are on page 1/ 32

Please check the examination details below before entering your candidate information

Candidate surname Other names

Centre Number Candidate Number

Pearson Edexcel Level 3 GCE

Tuesday 14 May 2024
Morning (Time: 2 hours) Paper
reference 9BS0/01
Business  

Advanced
PAPER 1: Marketing, people and global businesses

You must have: Total Marks

Source Booklet (enclosed)

Instructions
•• Use black ink or ball-point pen.
Fill in the boxes at the top of this page with your name,
centre number and candidate number.
•• There are two sections in this question paper.
Answer all questions.
• Answer the questions in the spaces provided
– there may be more space than you need.

Information
•• The total mark for this paper is 100.
The marks for each question are shown in brackets
– use this as a guide as to how much time to spend on each question.
• You may use a calculator.
Advice
•• Read each question carefully before you start to answer it.
Try to answer every question.
• Check your answers if you have time at the end.

Turn over

P75855A
©2024 Pearson Education Ltd.
F:1/1/1/1/1/
*P75855A0124*
Answer ALL questions. Write your answers in the spaces provided.
SECTION A

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Read the extracts (A to C) in the Source Booklet before answering Question 1.
1 (a) Using the information in Extract A, calculate the difference in Samsung’s global
market share of smartphone shipments between Q4 2021 and Q4 2022. State
your answer to 2 decimal places. You are advised to show your working.
(4)

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(b) Explain one way Samsung could use market mapping.
(4)
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(c) Assess the importance of function in the design mix of Samsung’s smartphones.
(10)

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4
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(d) Assess the likely usefulness of price skimming to Samsung’s pricing strategy.
(12)

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7
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*P75855A0824* 
The head of Samsung’s mobile business, Dr Kye, has considered the leadership
styles used at Apple and Huawei. Dr Kye is deciding the best approach in order to
drive Samsung’s future success, and is considering a broadly democratic or broadly
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paternalistic leadership style.

(e) Evaluate these two options and recommend which one is the most suitable to
ensure Samsung’s future success.
(20)

9
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10
*P75855A01024* 
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11
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(Total for Question 1 = 50 marks)

TOTAL FOR SECTION A = 50 MARKS

12
*P75855A01224* 
SECTION B
Read the extracts (D to G) in the Source Booklet before answering Question 2.
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In August 2022, the exchange rate was £1 to €1.19. Eurosport was €5.99 a month for UK
customers, with their payment charged in pounds (£).
2 (a) Using the information in Extract D, calculate the increase in the monthly
subscription, in pounds (£), for UK customers watching both BT Sport and
Eurosport after the joint venture. State your answer to 2 decimal places. You are
advised to show your working.
(4)

13
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(b) Using the information in Extract E, calculate the price elasticity of demand for
Netflix in India between 2019 and 2022. State your answer to 2 decimal places.
You are advised to show your working.

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(4)

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*P75855A01424* 
(c) Assess the likely impact on BT Sport of its joint venture with Discovery Eurosport.
(10)
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15
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16
*P75855A01624* 
(d) Assess the importance of political influence as a factor in controlling multinational
TV streaming services in India.
(12)
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18
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19
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To increase its market share in India, Netflix could adapt its marketing mix. It could do
this either by adapting its pricing policy or adapting its product to the Indian market.

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(e) Evaluate these two options and recommend which one Netflix should choose in
order to improve its market share in India.
(20)

20
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21
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22
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(Total for Question 2 = 50 marks)

TOTAL FOR SECTION B = 50 MARKS

TOTAL FOR PAPER = 100 MARKS

23
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
*P75855A02424*
BLANK PAGE

24
Pearson Edexcel Level 3 GCE
Tuesday 14 May 2024
Morning (Time: 2 hours) Paper
reference 9BS0/01
Business
 

Advanced
PAPER 1: Marketing, people and global businesses

Source Booklet
Do not return this Booklet with the question paper.

Turn over

P75855A
©2024 Pearson Education Ltd.
F:1/1/1/1/1/
*P75855A*
SECTION A
Read the following extracts (A to C) before answering Question 1.
Extract A
Global smartphone shipments in millions

2021 2022 2022 2022 2022

Q4 Q1 Q2 Q3 Q4

Apple 81.5 59.0 46.5 49.2 70.0

Samsung 69.2 74.5 62.5 64.3 58.3

Xiaomi 45.0 39.0 39.5 40.5 33.2

Oppo 33.9 30.9 28.2 29.5 29.6

Vivo 29.3 24.8 25.5 26.0 23.4

Others 112.7 98.1 92.3 92.4 89.4

Total market 371.6 326.3 294.5 301.9 303.9

(Source: adapted from https://www.counterpointresearch.com/global-smartphone-share/)

2 P75855A

Extract B
Samsung Galaxy S23 launch
At a Galaxy launch event, Dr Kye, the head of Samsung’s mobile business said: “We intend
to focus on the premium segment in developed markets, as well as some of the countries
where we are seeing solid growth,” and added the company had seen a “noticeable shift”
to luxury models in developing markets. 5

Samsung’s renewed focus on high-end phones comes as it struggles to compete with

lower priced Chinese rivals in the low-to-mid-range smartphone market. The new S23
models feature advanced camera improvements and longer battery life.
Premium-focused Apple has enjoyed record revenues from its IOS software, partly
due to the appearance of its apps. 10

Samsung aims to achieve higher average selling prices with the S23 and other premium
phones that have foldable screens. The new S23 Ultra with 1 terabyte of storage is priced
at more than $1 600 in the USA, higher than competitors.
Samsung hopes the launch of a specially designed foldable phone for Chinese
consumers will help it regain market share. It has experienced early success in the niche 15
market for foldable phones, where Samsung has a technology advantage. Competition in
the relatively new segment is expected to intensify when Chinese rivals, such as Huawei,
enter the market. In this dynamic market, the next development is predicted to be
phones with two folds for a wider screen.
(Source: adapted from Copyright The Financial Times Limited 2023. All rights reserved.)

P75855A 3
 Turn over
Extract C
Leadership at Apple and Huawei
Tim Cook has held many positions at Apple and became CEO in 2011. His leadership style
lets the talents of everyone at Apple contribute to the company’s success. He keeps an
open mind, considers his options, and convinces other people to follow his lead. As a
result of Cook’s leadership style, members of his team often report feeling more involved 5
in decision-making, encouraged to express their thoughts without fear, and rewarded for
providing creative insights.
Huawei’s Chief Executive Ren Zhengfei’s military experience shaped its culture,
emphasising well-defined goals, employee devotion, and obedience. Employees are
offered competitive pay and there is a high uptake of share options by staff. Ren adopts a 10
long-term perspective that can support motivated, productive, and loyal employees.
(Source: adapted from https://financhill.com/blog/investing/tim-cook-leadership-style
and https://www.ft.com/content/1e37ea95-d402-4dc4-91fb-08d5d70ae8ac)

4 P75855A

SECTION B
Read the following extracts (D to G) before answering Question 2.
Extract D
BT Sport agrees joint venture with Discovery Eurosport
On September 1, 2022, BT Group and Discovery Eurosport announced completion of
their 50:50 joint venture. The deal involves Discovery Eurosport giving BT Sport’s existing
customers the rights to view its content, creating a stronger competitor to Sky Sports in
the UK. The joint venture would combine a wide catalogue of sports broadcast rights. 5
This includes the English Premier League and UEFA Champions League football matches
in the UK, cycling’s Grand Tours and the tennis Grand Slams, as well as other major
sporting events.
In 2022 BT Sport had 4 million subscribers, while Eurosport had approximately
157 million subscribers. The basic BT Sport subscription was £18 a month in the UK. 10
Eurosport was €5.99 a month, converted to pounds (£), for UK customers. After the joint
venture the price for both channels is £29.99 a month, which also includes access to
many additional Discovery channels.
Eurosport is already owned by the Discovery channel group, so BT’s decision to form a
joint venture makes sense for both businesses. The deal helps Discovery to compete in 15
the TV streaming wars. It sees sports as a way to differentiate itself from competitors,
such as Disney and Netflix that don’t currently offer sports coverage.
(Source: adapted from Copyright The Financial Times Limited 2023. All rights reserved.)

P75855A 5
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Extract E
Monthly subscription prices for streaming services in India, 2016–2022
Monthly cost (Rs) Netflix
500 launch: 500

400

300

Netflix
200
current: 149

Amazon Prime
100 Video
Disney+
0
2016 2019 2022

In 2016 Netflix had 0.35 million subscribers. In 2019 it had 2 million and by 2022,
5.5 million, an increase of 175%.
(Source: adapted from Copyright The Financial Times Limited 2023. All rights reserved.)

6 P75855A

Extract F
Netflix in India
Since 2021 businesses such as Netflix and multinational media companies operating in
India have been expected to follow a code of ethics, drafted by the government. This
requires businesses to exercise ‘due caution and discretion’ when showing content that
may threaten India’s security or be detrimental to the country’s foreign relations. 5

The government is also considering extending existing legislation affecting online

content to TV streaming. The code requires businesses such as Netflix to improve the
accessibility of content to persons with disabilities, and requires parental controls to limit
children’s access to content aimed at older viewers. Multinational streaming businesses
are also expected to consider the impact of content on matters of caste (social class), 10
race, gender, religion, or sexuality.
(Source: adapted from Copyright The Financial Times Limited 2023. All rights reserved.
and https://www.hindustantimes.com/india-news/govt-mulls-code-of-ethics-what-ott-
platforms-may-have-to-follow-101614147645811.html)

P75855A 7
 Turn over
Extract G
Streaming market in India
Between 2019 and 2020, Netflix spent $400m on content made in India. “We’re quite
optimistic that India isn’t fundamentally different in some way from our other markets,”
said Greg Peters, Netflix’s Chief Operating Officer. Critics pointed out that Netflix was
slow to address various issues, from pricing and distribution to the importance of 5
commissioning more shows in regional languages, such as Tamil. Amazon Prime Video
has been faster to offer more content in regional languages.
In 2023, 46% of drama programmes made by streaming platforms watched in India were
on Disney+, whereas only 5% were made by Netflix.
Disney+ has catered more successfully to a mass-market audience. Netflix has not 10
identified its target audience in India.
(Source: adapted from Copyright The Financial Times Limited 2023. All rights reserved.
and https://www.hindustantimes.com/india-news/govt-mulls-code-of-ethics-what-ott-
platforms-may-have-to-follow-101614147645811.html)

8 P75855A


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2021 2022 2022 2022 2022

Apple 81.5 59.0 46.5 49.2 70.0

Samsung 69.2 74.5 62.5 64.3 58.3

Xiaomi 45.0 39.0 39.5 40.5 33.2

Oppo 33.9 30.9 28.2 29.5 29.6

Vivo 29.3 24.8 25.5 26.0 23.4

Others 112.7 98.1 92.3 92.4 89.4

Total market 371.6 326.3 294.5 301.9 303.9

(Source: adapted from https://www.counterpointresearch.com/global-smartphone-share/)

Samsung’s renewed focus on high-end phones comes as it struggles to compete with

The government is also considering extending existing legislation affecting online

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