Outline two STEEPLE factors that have influenced DA’s business strategy.

Explain how knowledge of the product life cycle may have influenced DA’s product range.

PLEASE NOTE: This content is not included in the syllabus for 2024 exams onward. Related parts of this multi-part question may be used.

The STEEPLE factors are:

Most relevant:

• Economic: Evidence in case of recession, periods of economic growth
• Political: Events in 1940s
• Environmental: issues to do with plastics
• Social: DA’s attitudes towards employees and their families
• Technological: Battery technology, new plastics, introducing robots etc
• Legal: No evidence in case – not relevant
• Ethical: Decisions made within DA particularly with regards to culture.

Although STEEPLE strictly refers to external factors reward can be given where external factors have influenced decisions within DA such as its focus on employee welfares (ethics) and its use of technology in design/manufacture.

Mark as 2 + 2.

Award [1] for each relevant factor identified and [1] for a description of how that factor relates to DA. Award a maximum of [2] per factor.

Refer to Paper 1 markbands for May 2016 forward, available under the "Your tests" tab > supplemental materials.

References include:

• Vacuum cleaners launched and then reaching saturation which led to:
• Washing machines at introduction then eventually maturity hence other products
• Some other products in growth, others in decline
• Reversing declining trends by introducing rechargeable batteries
• Extension strategy using click and fix

Throughout the business’s life, new products have been introduced when others are in maturity/saturation, and existing products are given revitalized lives through extension strategies. Candidates may draw a product life cycle. This is not necessary but may help the explanation.

Accept any other relevant explanation.

Marks should be allocated according to the paper 1 markbands for May 2016 forward section A.

Award a maximum of [3] for a theoretical answer or for an answer that does not identify any stages of the product life cycle.

Award a maximum of [5] if the explanation is mainly descriptive, but in context.

Most candidates understand the ideas behind STEEPLE analysis and were able to identify two relevant STEEPLE factors. Good candidates were able to tie these factors to the wealth of relevant information in the case which included evidence of recessions and growth, political events, the social and ethical issues that define DA and technological change such as battery technology.

Understanding of the product life cycle is not strong and seldom stretched beyond the theoretical. Many candidates missed opportunities to link the concept with the products identified in the case, some of which faced decline, others which were being launched and introduced. Context was a challenge for many even though suitable evidence was available.