| Date | November 2017 | Marks available | 2 | Reference code | 17N.3.HL.TZ0.1 |
| Level | HL | Paper | 3 | Time zone | no time zone |
| Command term | Identify | Question number | 1 | Adapted from | N/A |
Question
Figure 1 shows the original Dualit toaster. Built for commercial use, they have since won numerous consumer accolades and come in a range of variants, sizes and colours.
Identify two market research strategies that could have been used in the development of the Dualit toaster.
Outline the strategy used by Dualit by introducing the Dualit toaster in a range of different sizes and colours.
Compare just in time (JIT) and just in case (JIC) as strategies to produce the Dualit toaster.
Markscheme
Answers may include:
literature search ✓
expert appraisal ✓
user trial ✓
user research /questionnaires / interviews / surveys ✓
perceptual mapping ✓
environmental scanning ✓
Award [1] for identifying each market research strategy that could be used in the development of the Dualit toaster.
product development (strategy) ✓
modified design targeting an existing market / leading to the development of a product family ✓
Award [1] for identifying a strategy used by Dualit by introducing the Dualit toaster in a range of different sizes and colours and [1] for a brief explanation.
Just in case (JIC) production strategy:
Dualit keeps a stock of components / parts / finished toasters ✓
toasters are created in advance and in excess of demand ✓
storage space is needed ✓
higher capital investment ✓
[2 max]
Just in time (JIT) production strategy:
Dualit will not keep a stock of components / will have very small stocks / will have a limited buffer / will not need storage ✓
components will be ordered from suppliers when required ✓
toasters that are not ordered are not made ✓
[2 max]
Dualit may see the additional cost of maintaining stock in a JIC strategy to be preferable to the risk of being unable to respond rapidly to sudden fluctuations in demand ✓
however, they may be left with unsold stock if there is a downturn in the market ✓
a JIT strategy allows Dualit to implement lean production ✓
but they may risk manufacturing delay / delay from suppliers ✓
[2 max]
Award [1] for each of two distinct points of a JIT production strategy for Dualit up to [2 max].
Award [1] for each of two distinct points of a JIC production strategy for Dualit up to [2 max].
And award [1] for each of two distinct points comparing the two production strategies for the Dualit toaster up to [2 max].
[Max 4] for a generic response that does not refer to the Dualit Toaster.
Note to examiners: Candidates may use points in reverse.
Examiners report
Syllabus sections
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18N.1.HL.TZ0.29:
Figure 8 below shows a market research strategy.
Figure 8: A market research strategy
[Source: © International Baccalaureate Organization 2018]
What is this strategy?
A. Environmental scanning
B. Perceptual mapping
C. SWOT analysis
D. Literature search
- 20N.1.HL.TZ0.31: Which of the following best describes the market research strategy of gathering information...
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21M.3.HL.TZ0.3d:
Explain how the use of market research strategies would have led to the development of edible cutlery.
- 19M.1.HL.TZ0.31: The use of newspapers, magazines, encyclopaedias and annual reports to conduct research is...
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20N.1.HL.TZ0.29:
The iameco D4R laptop is marketed as “the first truly environmentally-friendly laptop”. Iameco focussed on what the laptop is made from and how it is made in order to reduce energy consumption, encourage re-use and eliminate waste.
The goals in developing the laptop were:
- to achieve a decrease of at least 30 % in greenhouse gas (GHG) emissions
- to re-use and recycle at least 70 % of the waste
- to ensure a reduction of at least 75 % of fresh water utilization.
Iameco used market segmentation to identify target markets for their laptop.
Which of the following characteristics was most likely to be considered in the design and manufacture of the iameco laptop?
A. Profession
B. Income
C. Age
D. Values
