AS Level Business Evaluation Guide
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Donell SitholeAS Level Business Evaluation Guide
Uploaded by
Donell SitholeFIRST CHOICE CAMBRIDGE SCHOOL (154
Montgomery road, Prospect, Waterfalls, Harare)
BUSINESS (9609) PAPER 1 AS LEVEL
ESSAY PRACTICE BANK
INFORMATION FOR LEARNERS
You are required to complete this task by 1 November 2025
Group discussions are encouraged
You are allowed to consult teachers for this exercise.
You are reminded to address all the assessment objectives in your exercise.
Make sure that all essays in this are written and marked.
This booklet should be submitted to the QC every Monday signed by the teacher.
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Evaluation Questions – Revision
Notes
1. What is Evaluation?
Evaluation means making a judgement after weighing up arguments. It goes beyond analysis –
instead of just saying why something matters, you decide how much it matters, when it matters,
or compared to what. In Cambridge exams, evaluation is what separates Level 2/3 answers from
Level 3 answers.
2. How to Spot Evaluation Questions
Look for command words such as:
• Evaluate
• to what extent…
• How far…
• Do you agree that…
• the most important factor is…
3. Sentence Starters for Evaluation
Use clear phrases to signal evaluation:
• This depends on whether…
• In the short run… but in the long run…
• Although this is important, it may not be the most important because…
• The answer may vary depending on the size/market/industry of the business.
• Overall, while X is important, Y may have a greater long-term impact.
4. Mini-conclusions in Every Paragraph
Every paragraph should end with a mini-conclusion. For example:
‘Therefore, promotion is important for raising awareness. However, without good delivery
networks, customers may not return. This suggests place could be more critical.’
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5. Tools for Evaluation
Use these simple frameworks for evaluation:
• It depends on… (E.g. size of business, industry, short vs long run)
• Relative importance… (Compare two factors)
• Context-specific… (Apply directly to the business in the case study)
6. Example in Action
Question: Promotion is the most important element of the marketing mix for the success of a
parcel delivery business. Evaluate this view.
Weak analysis: ‘Promotion is important because it raises awareness.’
Good evaluation: ‘Promotion is important because it raises awareness. However, in parcel
delivery, customers may not stay loyal unless the delivery network (place) is reliable. This
suggests that in the long run, place may be more critical than promotion.’
7. Final Conclusion Tips
Always write 3-4 OR 4-5 sentences only. Do not repeat the whole essay.
Must:
1. Answer the question directly (‘Promotion is important, but not the most important…’)
2. Compare factors (‘Place and product matter more in long-term success.’)
3. Give a condition (‘Promotion may be most important at the launch stage.’)
4. Give a recommendation
✅ Quick Student Checklist for Evaluation
At the end of every essay, ask:
• Have I written mini-conclusions in each paragraph?
• Have I said ‘it depends on…’ at least once?
• Have I compared at least 2 factors?
• Have I written a final overall conclusion?
If yes to all, you are writing at Level 3 standard!
EXAMPLE QUESTION
Introduction (1 paragraph)
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AO1: Define key terms from the question.
Context: Briefly reference the case study or business scenario.
Thesis: State the focus of your answer.
Body Paragraphs (2 paragraphs)
Each paragraph should follow the PEAAE framework:
FIRST PARAGRAPH: ARGUMENT FOR
Point: State your argument.
Explanation (AO1): Define theory/terms.
Application (AO2): Use case study data.
Analysis (AO3): Cause-effect reasoning.
Evaluation (AO4): Strengths/weaknesses, "it depends" statements.
SECOND PARAGRAPH: COUNTER ARGUMENT
Point: State your argument.
Explanation (AO1): Define theory/terms.
Application (AO2): Use case study data.
Analysis (AO3): Cause-effect reasoning.
Evaluation (AO4): Strengths/weaknesses, "it depends" statements.
Conclusion (1 paragraph)
AO4: Final judgement based on analysis.
Balance: Summarize key trade-offs.
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Recommendation: Suggest a strategic course of action.
EXAMPLE QUESTION
Promotion is the most important element of the marketing mix for the success of a parcel
delivery business. Evaluate this view. (12)
The marketing mix comprises four key elements: product, price, place, and promotion
ARGUMENT FOR:
Point:
Promotion is essential in creating awareness of a parcel delivery service, especially in a
competitive and saturated market.
Explanation:
Without promotion, potential customers may remain unaware of the service, regardless of how
efficient or affordable it is. Promotion also helps build a strong brand image and communicates
reliability, speed, and safety key features valued in delivery services.
Evidence/Example:
For example, DHL and FedEx have used consistent advertising and sponsorships to reinforce
their global presence and reliability, which has led to high customer trust and repeat purchases.
Link:
Effective promotion thus directly influences customer acquisition and retention, which are
essential for the long-term growth of a delivery business.
Mini-conclusion:
Therefore, promotion can be considered the most important mix element, especially for
building trust and visibility in a competitive parcel delivery market—but its importance depends
on the stage of business growth and customer perceptions
ARGUMENTS AGAINST:
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Point:
Price can be a decisive factor in a price-sensitive market, especially for personal users or small
businesses.
Explanation:
In the parcel delivery industry, where multiple firms offer similar services, customers may
choose the cheaper option if all other variables are perceived to be equal.
Evidence/Example:
Postal services like USPS and national couriers often compete based on affordable pricing,
targeting customers who do not need premium-speed delivery.
Link:
A business with poor pricing strategy may lose market share even if it has strong promotion.
Mini-conclusion:
Therefore, price can also be more important than promotion, particularly when targeting
cost-conscious consumers or in price-competitive markets.
Conclusion
In conclusion, while promotion is important for building awareness and communicating
reliability, it is not always the most important element of the marketing mix in a parcel
delivery business. Price is arguably more critical, as it directly impact customer satisfaction and
repeat usage. Ultimately, the importance of each element depends on the company’s strategy
and target market. For new firms, promotion may be key to market entry, but for long-term
success, service reliability and network coverage are more decisive. Therefore, if a parcel
delivery business wants to be successful it should use an integrated marketing mix.
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1. Promotion is the most important element of the marketing mix for the success of a
parcel delivery business.’ Evaluate this view. F/M/2024/12 (12)
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2. ‘The most important objective of a public sector energy supplier is the
environmental objective.’ Evaluate this view. F/M/2024/12 (12)
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3. Evaluate whether small retail businesses have an important role in the economy.
(12)
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4. Evaluate whether setting budgets is important to the success of a farming business.
(12)
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5. Evaluate whether working capital is the most important source of finance for a
start-up furniture manufacturer. (12)
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6. Work-life balance is the most important human resource management (HRM)
factor for employee welfare in a local bus service.’ Evaluate this view. (12)
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7. A chocolate manufacturer should use external methods of growth to successfully
achieve its objectives.’ Evaluate this view. (12) O/N/2024/11
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8. Non-financial motivators are the most effective methods of motivating a hotel’s
employees.’ Evaluate this view. (12) O/N/2024/11
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9. Evaluate whether the sustainability of operations is the most important operational
factor in a large retail distribution business. O/N/2024/12 (12)
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10. Market research is essential for effective product development in a hotel.’ Evaluate
this view. O/N/2024/12 (12)
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11. ‘Even a friendly merger between two social media companies may not be
successful.’ Evaluate this view. 0/N/2024/13 (12)
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12. Evaluate whether cash flow forecasting is the most important activity for a new
restaurant to succeed. F/M/2023/12
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13. The main reason why many niche cake manufacturing businesses fail is that they
grow too quickly.’ Evaluate this view. F/M/2023/12
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14. Evaluate whether the most likely reason for the failure of a small retailer is poor
management of its working capital. S23/12
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15. Marketing is the most important factor that will affect the success of a new coffee
shop.’ Evaluate this view. S23/12
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16. Evaluate whether break-even analysis is the most important finance activity for a
new manufacturer of bicycles. S23/13
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17. A motivated workforce is the most important factor for the success of a low-price
airline.’ Evaluate this view. S23/13
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18. ‘A soft drinks manufacturer must improve its sustainability in order to compete
successfully.’ Evaluate this view. F/M/2025/12
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19. ‘Improving employee morale and welfare is the most important role of human
resource management (HRM) in an airline business.’ Evaluate this view. F/M/25/12
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20. Evaluate the view that a mission statement is only important to a bank if it
significantly influences the strategy and tactics of that business. SP
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21. The most important role of human resource management (HRM) in a fast food
restaurant is to maintain a high level of employee morale and welfare.’ Evaluate this
view. SP
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22. Evaluate whether cooperation between management and the workforce is the most
important factor in the success of a car manufacturer. M/J2024/13
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23. Supply Chain Management is the most important operations factor for the success
of a large internet retailer.’ Evaluate this view. M/J2024/13
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24. Evaluate whether supply chain management is the most important operational
activity to the success of a manufacturer of electric cars. M/J2023/11
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25. Ethics should always influence the human resource management (HRM) activities of
a mining business.’ Evaluate this view. M/J2023/11
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26. Evaluate whether primary sector businesses should use product differentiation to
increase sales. O/N/2023/11
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27. Evaluate whether McClelland’s three needs theory is the best way to meet employee
needs in a software business. O/N/2023/11
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28. Evaluate whether an ability to motivate others is the most important role of a hotel
manager. O/N/2023/12
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29. This new airline will only succeed if it offers the lowest prices in the market’.
Evaluate this view. O/N/2023/12
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MissRachie 0778390709 0789526281
30. Ethics should significantly influence the marketing activities of all retail clothing
businesses.’ Evaluate this view. O/N/2023/13
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31. Supply chain management has the most significant impact on the effectiveness of a
hospital.’ Evaluate this view. O/N/2023/13
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32. ‘Intrapreneurship is the most important factor that will ensure the success of a
computer entertainment business’ Evaluate this view. M/J/2025/11
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33. Evaluate whether customer relationship marketing is suitable for all small
businesses.
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34. The contribution of managers to business performance in a hospital is less
important than that of medical employees. Evaluate this view. M/J/2025/12
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35. The use of budgets is the most effective way to monitor the performance of a hotel.
Evaluate this view. M/J/2025/12
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36. Evaluate whether cash flow forecasting is the most important activity for the success
of a fashion clothing manufacturer. M/J/2025/13
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37. Employees are the most important stakeholder group in a primary sector oil and
gas business. Evaluate this view. M/J/2025/13
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