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lllllllllllllllllll ,_ NZ~ NEW ZEALAND QUALIFICATIONS AUTHORITY MANA TOHU MATAURANGA 0 AOTEAROA

Level 3 Business Studies, 2013

SUPERVISOR'S USE ONLY

91380 Demonstrate understanding of strategic response to external factors by a business that operates in a global

context

Achievement

Demonstrate understanding of strategic response to external factors by a business that operates in a global context.

--------------------------------------

9.30 am Monday 25 November 2013 Credits: Four

Achievement with Merit Achievement with Excellence

Demonstrate in-depth understanding of Demonstrate comprehensive strategic response to external factors understanding of strategic response by a business that operates in a global to external factors by a business that context. operates in a global context.

Check that the National Student Number (NSN) on your admission slip is the same as the number at the top of this page.

You should attempt ALL the questions in this booklet.

Refer to relevant business knowledge and/or Maori business concepts in your answers.

If you need more room for any answer, use the extra space provided at the back of this booklet.

Check that this booklet has pages 2-15 in the correct order and that none of these pages is blank.

YOU MUST HAND THIS BOOKLET TO THE SUPERVISOR AT THE END OF THE EXAMINATION.

© New Zealand Qualifications Authority, 2013. All rights reserved.

Low Achievement

TOTAL 9 ASSESSOR' S USE ONLY

No part of this publication may be reproduced by any means without the prior permission of the New Zealand Qualifications Authority.

2

You are advised to spend 60 minutes answering the questions in this booklet.

QUESTION ONE: CHANGES IN THE GLOBAL MARKETPLACE

Use the information in the box below, and your business knowledge, to answer the following questions.

Aquaculture is the farming of aquatic species such as fish, shellfish, and plants. Formed in 2005, Seafoods NZ is an association of farmers of greenshell mussels, king salmon, and pacific oysters. Its aim is to see the industry recognised within New Zealand and the world as producing healthy, high quality, and environmentally sustainable aquaculture products.

Sales for the industry are currently estimated to be worth in excess of $380 million per year; however, the organisation's chief role is the implementation of an industry strategy which will see the sector grow to earn sales of $1 billion annually by 2025.

The United States, Japan, and Spain, three of the four main export markets for the industry's products, have experienced slow economic growth or even recession in recent years. The strong New Zealand Dollar during this time is also a factor. This has hampered the industry's growth strategy.

Source (adapted): http:! /aquaculture.org. nz/about-us/our -organisation/

(a) Discuss how recession in export markets, and a strong New Zealand Dollar compared to other currencies, will hamper Seafoods NZ in achieving its industry strategy.

In your answer:

explain what is meant by the term "recession"

fully explain how recession in export markets will negatively impact Seafoods NZ's ability to achieve its growth strategy

fully explain how a strong New Zealand Dollar will negatively impact Seafoods NZ's ability to achieve its growth strategy.

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Business Studies 91380, 2013

ASSESSOR'~ USE ONLY"

3

(b) A "strategic response" means a business-wide reaction at multiple levels (size, scope, and timeframe ). Evaluate a strategic response that Seafoods NZ could implement to address the problems caused by recession in export markets.

In your answer:

explain a strategic response

fully explain TWO positive impacts AND ONE negative impact of the strategic response

draw a justified conclusion on the likely success of the strategic response.

ASSESSOR'S USE ONLY

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6

QUESTION TWO: CULTURAL RESPONSIVENESS


In 2012, a private research institute produced the following prediction on sales of salmon across the world.

"The market region 'Greater China', consisting of the countries/states China, Hong Kong, and Taiwan, has a combined consumption for farmed salmon and trout that has increased from around 23000 tonnes in 2000, to nearly 85000 tonnes in 2011. This still corresponds to only 0.06 kg per person per year for this region, which is low compared to other regions. However, population trends, especially in China, ensure that this area will be one of the strongest-growing market regions for farmed salmon over the next 5-10 years."

Seafoods NZ has therefore decided that this area may become a new target export market.

Source (adapted): http://www.kingsalmon.co.nz

(a) Fully explain how cultural intelligence of export markets will support Seafoods NZ in achieving its strategic plan.

In your answer:

explain the importance of cultural responsiveness and intelligence in the global marketplace

fully explain the impact on sales of their products in the "Greater China" area if Seafoods NZ's strategy lacks cultural responsiveness and intelligence.

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7

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(b) A "strategic response" means a business~wide reaction at multiple levels (size, scope, and timeframe ). Evaluate a strategic response that Seafoods NZ could implement to address the potential problems caused by a lack of cultural intelligence about the "Greater China" market.

In your answer:

explain the suggested strategic response

fully explain TWO positive impacts AND ONE negative impact of the strategic response


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This page has been deliberately left blank.

Jhe examination continues on the following page.


10

QUESTION THREE: BUSINESS ASSISTANCE

Use the information in the boxes below and on page 12, and your business knowledge, to answer the following questions.

A.number of non-government agencies provide assistance to encourage New Zealand businesses operating in global markets. Banks, business mentors, business consultants, and business incubators all provide services that could support Seafoods NZ in various ways.

(a) Fully explain TWO services offered by non-government agencies that would support Seafoods NZ in its industry strategy which "will see the sector grow to earn sales of $1 billion annually by 2025".

In your answer:

name the non-government agency I agencies; you may select from any of the types of non-government agency identified in the resource above, or any others

fully explain the nature of the TWO services offered, and their impact on Seafoods NZ's industry strategy. The services may be offered by one non-government agency or two different non-government agencies.

Name(s) ~on-government agency I agencies:

',~


ASSESSOR'S USE ONLY

11

I


ues on page 12 ~

ASSESSOR'S USE ONLY

12

A number of government agencies work with New Zealand businesses operating in global markets. For example, New Zealand Trade and Enterprise (NZTE) regards itself as New Zealand's international business development agency. Its role is to help New Zealand businesses grow in international markets.

(b) A "strategic response" means a business-wide reaction at multiple levels (size, sea e, and , timeframe ). Evaluate a possible strategic response of~ ew - n registered businesS!/ operating in a global context, to an initiative implement d by Cf1JOVeFRm€mt il§J9Aoy !e assisl New Zealand businesses'T'ou may use New Zealand Trade and Enterprise or any other government agency.

In your answer:

describe your selected agency's initiative

explain the stra~ponse by the New Zea.land registered business that you have studied c_/ feu 10~ ctL.. ~ · fully explain TWO positive outcomes of the stralegy AND ONE negative outcome that may arise


Name of New Zealand registered business

Name of government agency


ASSESSOR'S USE ONLY

13

' ~--- ~-- ---- - ----- -------

-------------- -- --------------- --- -------------- ------------\-------- - -----------------------------


)

ASSESSOR'S USE ONlY

AS91380

Level3 Business Studies 2013

Low Achieved (09)

Question 1

a) Student has not explained the term recession- states only that growth is negative.

Student does not show an understanding of how a recession will impact a business that

exports, refers to low growth and slow or low sales. Terms used not good business terms.

Student shows some understanding of exchange rates and the impact of NZD being high

but makes statements and does not explain how this will impact Seafoods NZ.

b) Student has explained a strategic response

Student has repeated the strategic response in the positive impacts without adding new

information. Does not use good business terms and uses terms such as "happy" to

importers. Student makes statements about relationship being beneficial without explaining

why.

For negative response student does not use good business terms- talks about the business

missing out on profit and extra NZD $'s that could be earned but does not explain how or

why this will occur. Statements made only.

Justified conclusion repeats the strategic response and adds extra information about

increasing trade with other businesses.

Question 2

a) Student has not explained the importance of a business being culturally responsive and

intelligent and just refers to a business being ethical and building better brand image.

Student has fully explained how a lack of cultural intelligence will impact the sales for

Seafoods NZ, explaining that by not respecting values, rules and traditions of a country this

will lead to poor brand image, the product being less attractive to consumers, leading to less

sales and lower profits for SNZ.

b) Student has not explained a strategic response- has just made a statement.

Student has explained one positive and one negative impact only


improving communication and relationships

Question 3

a) Student has not written a response

b) Student has stated an agency and their initiative.

In the conclusion the students refers to the strategic response by Yikebike- attending expos

that have been initiated by NZTE and setting up demos.

The student has stated a positive and negative of this response- poor terms used such as

"bad" products.

L 91380

_j

lllllllllllllllllll ,_ NZ~ NEW ZEALAND QUALIFICATIONS AUTHORITY MANA TOHU MATAURANGA 0 AOTEAROA

Level 3 Business Studies, 2013

SUPERVISOR'S USE ONLY

91380 Demonstrate understanding of strategic response to external factors by a business that operates in a global

context

Achievement

Demonstrate understanding of strategic response to external factors by a business that operates in a global context.

--------------------------------------

9.30 am Monday 25 November 2013 Credits: Four

Achievement with Merit Achievement with Excellence

Demonstrate in-depth understanding of Demonstrate comprehensive strategic response to external factors understanding of strategic response by a business that operates in a global to external factors by a business that context. operates in a global context.

Check that the National Student Number (NSN) on your admission slip is the same as the number at the top of this page.

You should attempt ALL the questions in this booklet.

Refer to relevant business knowledge and/or Maori business concepts in your answers.

If you need more room for any answer, use the extra space provided at the back of this booklet.

Check that this booklet has pages 2-15 in the correct order and that none of these pages is blank.

YOU MUST HAND THIS BOOKLET TO THE SUPERVISOR AT THE END OF THE EXAMINATION.

© New Zealand Qualifications Authority, 2013. All rights reserved.

High Achievement

TOTAL 11 ASSESSOR' S USE ONLY

No part of this publication may be reproduced by any means without the prior permission of the New Zealand Qualifications Authority.

2

You are advised to spend 60 minutes answering the questions in this booklet.

QUESTION ONE: CHANGES IN THE GLOBAL MARKETPLACE


Aquaculture is the farming of aquatic species such as" fish, shellfish, and plants. Formed in 2005, Seafoods NZ is an association of farmers of greenshell mussels, king salmon, and pacific oysters. Its aim is to see the industry recognised within New Zealand and the world as producing healthy, high quality, and environmentally sustainable aquaculture products.

Sales for the industry are currently estimated to be worth in excess of $380 million per year; however, the organisation's chief role is the implementation of an industry strategy which will see the sector grow to earn sales of $1 billion annually by 2025.

The United States, Japan, and Spain, three of the four main export markets for the industry's products, have experienced slow economic growth or even recession in recent years. The strong New Zealand Dollar during this time is also a factor. This has hampered the industry's growth strategy.

Source (adapted): http:/ /aquaculture. org.nz/about-us/our -organisation/

(a) Discuss how recession in export markets, and a strong New Zealand Dollar compared to other currencies, will hamper Seafoods NZ in achieving its industry strategy.

In your answer:

explain what is meant by the term "recession"

fully explain how recession in export markets will negatively impact Seafoods NZ's ability to achieve its growth strategy

fully explain how a strong New Zealand Dollar will negatively impact Seafoods NZ's ability to achieve its growth strategy.

---------------------------------------------Business Studies 91380, 2013

ASSESSO~'S USE ONLY

3

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(b) A "strategic response" means a business-wide reaction at multiple levels (size, scope, and timeframe ). Evaluate a strategic response that Seafoods NZ could implement to address the problems caused by recession in export markets.

In your answer:


ASSESSOR'S' USE ONLY

4

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6

QUESTION TWO: CULTURAL RESPONSIVENESS


In 2012, a private research institute produced the following prediction on sales of salmon across the world.

"The market region 'Greater Chjna' consisting of the countries I states China, Hong Kong, and Taiwan, has a combined consumption for farmed salmon and trout that has increased from around 23000 tonnes in 2000, to nearly 85000 tonnes in 2011. This still corresponds to only 0.06 kg per person per year for this region, which is low compared to other regions. However, population trends, especially in China, ensure that this area will be one of the strongest-growing market regions for farmed salmon over the next 5-10 years."

Seafoods NZ has therefore decided that this area may become a new target export market.

Source (adapted): http://www.kingsalmon.co.nz

(a) Fully explain how cultural intelligence of export markets will support Seafoods NZ in achieving its strategic plan.

In your answer:

explain the importance of cultural responsiveness and intelligence in the global marketplace

fully explain the impact on sales of their products in the "Greater China" area if Seafoods NZ's strategy lacks cultural responsiveness and intelligence.

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7

---·-----------------~·-------"

(b) A "strategic response" means a business-wide reaction at multiple levels (size, scope, and timeframe ). Evaluate a strategic response that Seafoods NZ could implement to address the potential problems caused by a lack of cultural intelligence about the "Greater China" market

In your answer:

explain the suggested strategic response

• fully explain TWO positive impacts AND ONE negative impact of the strategic response


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Business Studies 91380,2013 ,

AS.SESSOR'S · USE ONLY·--,

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Business Studies 91380.2013

10

QUESTION THREE: BUSINESS ASSISTANCE

Use the information in the boxes below and on page 12, and your business knowledge, to answer the following questions.

A number of non-government agencies provide assistance to encourage New Zealand businesses operating in global markets. Banks, business mentors, business consultants, and business incubators all provide services that could support Seafoods NZ in various ways.

(a) Fully explain TWO services offered by non-government agencies that would support Seafoods NZ in its industry strategy which "will see the sector grow to earn sales of $1 billion annually by 2025".

In your answer:

name the non-government agency I agencies; you may select from any of the types of non-government agency identified in the resource above, or any others

fully explain the nature of the TWO services offered, and their impact on Seafoods NZ's industry strategy. The services may be offered by one non-government agency or two different non-government agencies.

Name(s) of non-government agency I agencies: -fui'\Ks _ 11r;g,IJNZ, wes-ifac 1 AtVZ

12 · .r, r.-. •• n, ut?tlll-fr- ea 'Univer.sa{ BUSir1ess "lea111 '- U BT - vlii.SIJIIe.u IQVu"'fl. -~~.


ASSESSOR,'S USEC?NLY

·· estion Three continues on page 12 >

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12

A number of government agencies work with New Zealand businesses operating in global markets. For example, New Zealand Trade and Enterprise (NZTE) -regards itself as New Zealand's international business development agency. Its role is to help New Zealand businesses grow in international.markets·.

(b) A "strategic response" means a business-wide reaction at multiple levels (size, scope, and timeframe ). Evaluate a possible strategic response of a New Zeajand registered •business operating in a global context, to an initiative im~le_~~ agency to assist New Zealand busmesses. You may use Ne~af<:_~d ;r~d_e and Enter!Jr~r any other government agency,-+ or 11'1 ww. bii!StVI~.------In your answer:

describe your selected agency's initiative

• explain the strategic response by the New Z:ealand registered business that you have studied

fully explain TWO positive outcomes of the strategy AND ONE negative outcome that may arise


Name of New Zealand ArroW frod11cfo 1-i~iiecl ( lrrfW.I Urt,fomr~) registered business

Name of government N(ll{ ~~11d /~de '3Yld ~fYt'se {NZre) agency

ASSESSOR'S USEONi..Y ,

Ac; Business Studies 91380,2013

"

QUESTION NUMBER

14

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Write the question number(s) if applicable.

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AS91380

Level 3 Business Studies 2013

High Achieved (11)

Question 1

a) Student has explained the term recession.

Student has explained how a recession will impact SNZ but does not fully explain how this

will impact SNZ's ability to grow.

Student has only explained the negative impact of a strong NZD on SNZ's growth strategy.

b) Student has explained a strategic response of reducing expenses to the business and gives

an example of an expense which could be reduced (marketing expense- advertising)

Statement made for one positive and partial explanation provided for other positive impact.

Student has explained one negative of the response.

Justified conclusion- statement only - no explanation

Question 2

a) Student has explained the importance of a business being culturally responsive and

intelligent and refers to a values and beliefs, cultural differences and being able to trade

effectively in diverse situations.

Student has explained how a lack of cultural intelligence will impact on the sales for SNZ,

explaining that by not respecting values, rules and traditions of a country this will lead to

poor brand image, the product being less attractive to consumers, leading to less sales and

lower profits for SNZ.

b) Student has explained a strategic response

Student has not explained two positives but has just repeated the strategic response

without adding anything new and has used business terms in the wrong context eg: sales will

cease to "operate effectively".

For the negative impact the student has explained the positive impact from the negative

perspective.


overcoming language barriers

---------------------------·--·---·--·-

Question 3

a) Non Government agency named

Only one service fully explained- business consulting

b) Government agency named and initiative stated- NZTE- advice on moving overseas

Strategic response by business explained- expansion into UK, closing of factory and

reopening on new factory

Only one positive fully explained- other positive statement only.

No negative outcome given

No justified conclusion given

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