Describe the advantages and disadvantages of a wide span of control (5) Advantages • Staff are empowered to make their own decisions and to carry out their own tasks without interference by managers. • Less managers are required and wages are saved. • Less levels of communication for decisions to pass through. • High quality staff should exist. Disadvantages • Managers may make snap decisions as they are looking after too many employees. • Managers time will be at a premium. • Managers will have less time for planning. • Subordinates may make decisions they are not trained to make. 2008 4. Distinguish between delayering and downsizing. • Delayering involves removing a whole level of management to flatten an organisation’s structure. • Downsizing involves closing specific areas of the organisation to cut costs. • Purpose. • Span of control. • Communication. • Efficiency. • Cost. • Competitiveness. 2007 5(B) Product endorsement is when firms pay famous people to promote their product or service. Describe the advantages and disadvantages of product endorsement. (5) • Consumers associate products with the personality. • Gives a good image of the organisation. • Consumers will purchase products to be seen as the same as the personality. • Increases sales if the personality is successful. • Involves very high costs to pay personalities for their name/image. • If personality has a problem then the product can suffer the negative publicity. • Organisations need to choose personalities carefully and ensure they portray the correct image the organisation wants to use. Explain the advantages to an organisation of using market segmentation (4) • Products are developed that suit a particular market segment. • Allows price differentiation for different market segments. • The place products are sold at will be appropriate for the particular segment. • Advertising can be specific for certain segments. • Promotional offers can be targeted to specific segments. 2008 4(a) Describe the stages that take place before a new product is launched onto the market. (6) • Generate the idea through market research. • Analyse the idea. • Find the appropriate finance for the new product. • Decide if product is legal/technically possible/can be produced. • Produce a prototype. • Test market. • Make any required alterations. • Full scale production. Advertise the product prior to launch. 2010 3 (C) Discuss the effects of becoming part of a franchise. (5) • Using an established name/brand • Reduces the risk of failure in the marketplace • Franchiser will provide training • Franchiser will advertise nationally • Business idea is already successful • Product innovation is shared • Royalties are paid to the franchiser from profits • Franchiser can demand exactly how a business operates • Bad publicity can affect the whole franchise (Invites the use of positive and negative comments but full marks can be gained by only positive or negative comments.)