In-Tray

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Part One
In-Tray Exercise
 In-Tray Exercise

Instructions

Your name is P Smith and you are the Marketing Manager of a company called Reeders.
Reeders is a retailing company specialising in sales of foods and pharmaceutical products
which has branches throughout the country. Its Head Office, where you work, is based in
Birmingham, and there is an organisation chart showing the management structure attached.

The date is Tuesday 6th October 2009. You have been on holiday for a few days and you
arrive at work to find a number of items requiring your attention in your in-tray.

You are required to work through the in-tray and decide on the most appropriate treatment
for each item. Write briefly what you consider to be the appropriate action to take for each
item on the answer sheet provided. In the case of item 5 a longer answer will be needed
and you should do this on a separate piece of paper. You also have a blank diary attached
which you may wish to use for workings etc, but which is not required as part of your answer.

(a) If you wish to complete the whole exercise (including item 5) you have
75 minutes to finish the task.

(b) If you wish to omit item 5, you have 45 minutes.

Suggested answers and the scoring key are included at the back of this pack.

PTO
Read this before doing the in-tray

Here are some common faults and tips to help you to complete the in-tray successfully.

Common Faults
 Not managing your time effectively or efficiently.
 Not completing all items.
 Not bringing in everyday knowledge/common sense.
 Not thinking of broad enough alternative solutions.
 Not linking some of the items.

Tips
 Plan time well from the outset.
 Use the clues in the instructions to determine mark allocation and therefore time
allocations.
 Don't just use the information given in the question; bring in current events, general
knowledge, recent articles etc., when compiling answers.
 Think 'outside the box' i.e. be less rigid in considering alternative options or solutions.
 Consider any linking items and the result and impact.

In Conclusion

Results
An overall mark of 50% would be acceptable. However, most employers are likely to expect
a mark in the region of 60% - 70% and would probably look for a minimum mark of 12 on the
report.
 George Wilks
Managing
Director

Rob Mason Karen Milward Janet Clifton Roger West Mark Holden Ruth Stansfield
Sales Director Sales Director Marketing Director Finance Director Property Director Personnel and Administration
(Foods) (Pharmaceutical Products) Director

F Hill C Deakin P Smith J Jones P Richards T Fielding R Patel J Fishwick

Food Sales Manager Pharms Sales Marketing Manager Financial Controller Head of Internal Audit Property Manager Admin Manager Personnel Manager
Manager

T Wilson M Lucas
Assistant Marketing Financial Accountant
Manager

Branch R Brooks
Managers Management
Accountant
Answer Sheet
Item Number Response

5 Please answer on a separate piece of paper

10

11
Diary

Monday Tuesday Wednesday Thursday Friday

5 Oct 6 Oct 7 Oct 8 Oct 9 Oct

12 Oct 13 Oct 14 Oct 15 Oct 16 Oct

19 Oct 20 Oct 21 Oct 22 Oct 23 Oct

26 Oct 27 Oct 28 Oct 29 Oct 30 Oct

2 Nov 3 Nov 4 Nov 5 Nov 6 Nov

 1 Reeders
To P Smith Date 2 October 2009
Marketing Manager

From G Wilks Ref GW/KCS

Managing Director

'Innovations in Drugs' Conference Thursday 15 October 2009

I have just had a 'phone conversation with Frank Fielding of Kemiko who are the major drug
manufacturing company organising the above conference. He tells me that there is going to
be a presentation by the manufacturers of Supranine, a revolutionary new drug for hayfever
sufferers which had just been approved for sale over the counter by retailers in this country.
I have read several reviews of this new drug, and from what I have seen it looks set to take
a very large share of the market as it apparently controls quite severe symptoms without
drowsiness.

I feel that the market in hayfever remedies is one that we have never properly got to grips
with in this company, and since the size of this sector of the market expands every year we
must do something about this. We also regularly see drug sales plummet in the spring and
summer months when cold remedies are not selling and if we increased sales of hayfever
products this would help to reduce this.

I have arranged a meeting with Karen for the week after the conference to discuss this, but
she is on holiday the week before and therefore cannot attend the conference itself. I want
you to make sure that you bring back a copy of all handouts relating to this product and any
other information that you think we will need when coming to our decision as to whether
or not to market this product.
2
Masters Rich and Co Telephone 0207 489 9560
Solicitors Telefax 0207 489 9562
127-129 Half Moon Lane
South Kensington
London
SW5 9TD

Telefax - If not well received please immediately telephone 0207 489 9560

To P Smith
Organisation Reeders
Telefax 0121 447 5835 Date 6 October 2009

Copy to

From F Dixon Ref FD/263

Organisation Masters Rich and Co Telephone 0207 489 9560
Telefax 0207 489 9562

Subject Impending legal action by Kwono of Japan Page 1 of 1

I have been notified by our office in the Far East that Kwono are seriously considering taking
legal action as a result of your high profile launch last month of Fango toothpaste. It appears
that the name 'Fango' was registered by Kwono three years ago and has been used by them
for a highly successful cream to treat athletes foot in Japan and throughout the Far East. Last
year 'Fango' was apparently the most popular over the counter footcare product in Japan and
they have plans to market the product in Europe. Kwono are very unhappy that another
product has been launched under the same name.
 3 Reeders
To P Smith Date 5 October 2009
Marketing Manager

From F Hills Ref

Sales Manager - Food Products

Drinks Do: Bell and Anchor Hotel, Queens Road, Friday 9 October

As you may have heard, Marianne and I got engaged on Saturday, and we will be celebrating
this at the Bell and Anchor on Friday. We hope that you will be able to join us at about
5.30 after work for a few drinks, and then to go on for a Chinese banquet at about 7.30.
We need to book numbers at the restaurant, so please let me know whether you will be
able to come. Boyfriends/girlfriends/husbands/wives are very welcome of course!
4
National Society for Disabled Children
PO Box 158
London
NW2 5TD

1st October 2009

Head of Marketing
Reeders Ltd
44 Moat House Lane
BIRMINGHAM

Dear Sir

As you know, we are one of the leading charities presently helping children and
young people who suffer from a wide range of disabilities. So far this year we have been
able to give help to more children who suffer from physical disabilities than any other charity
through programmes in the community, through liaison with special schools and through
hospitals. We are also expanding our work into the areas of mental illness, and our findings
to date are that this area in particular is sadly neglected by society as a whole. There is a
vast amount of work for us to do to bring some hope into the lives of many thousands of
children, but unfortunately we find that our funds are not enough to enable us to do what we
feel needs to be done.

We rely very heavily on support from the public, and in particular from corporate
sponsorship and donations to enable us to carry on with our work. To this end we have
arranged a major fund-raising concert on 3 December 2009 to be held at Symphony Hall in
Birmingham, featuring the City of Birmingham Symphony Orchestra and Choir under
Principal Guest Conductor Sakari Oramo in a performance of Tippet's 'A Child of Our Time'.
In order for this to be the success that we hope for, we are asking local businesses to
support the event with sponsorship or a donation. We would be grateful for donations of
whatever size, but if you feel able to contribute £1,000 or more we would be able to arrange
some corporate entertaining for a party of yourselves and your guests at the concert.
Businesses have told us in the past that they find this type of entertaining a very pleasant
way of thanking customers or staff for their support.

I do hope that you will feel able to help us in this way. If you would like any further
information about our organisation or the work which we do, please do not hesitate to
contact me.

Yours sincerely

Richard Smethhurst (Head of Fund Raising)

 5 Reeders
To P Smith Date 1 October 2009
Marketing Manager

From G Wilks Ref GW/HK/5746

Managing Director

Proposed launch of Bronzit range of sun tan products

As you will recall from the last senior management meeting, we have been offered the
opportunity to market the newly developed 'Bronzit' range of sun tan products. This range
of products is relatively expensive, and is only intended for use by people who are travelling
to tropical climates, especially Africa, the Caribbean, the Middle East and Australasia. It is
not intended for use in Europe of North America.

I am concerned that we should only market this product if it is expected to sell, and that we
can reasonably expect sales to increase in the future. Therefore I have asked for some
market research to be sent to you which will help us decide whether to market this
product.

The market research should have reached you by now*, and therefore I would be grateful if
you could summarise the salient points for me in a short report. In particular, I am
interested in the following:

(i) What factors indicate that this is likely to be an expanding market in the
future?
(ii) What factors indicate that this is not likely to be an expanding market?
(iii) Which socio-economic groups should we target with any future advertising
campaign, with reasons?
(iv) Your overall conclusions as to whether to proceed with marketing these
products, with reasons.

I look forward to receiving your report as a matter of urgency.

* [NOTE: See Part 2 - Market Research Report].

6
7 Reeders

Business Development Committee

Minutes of Meeting held 25/9/09 at 3pm in 3rd Floor Boardroom

Present: G Wilks
K Milward
R West
J Clifton
C Deakin
P Smith
F Hill

Apologies received from R Mason

1. Proposed extension of range of ready meals

F Hill reported back to the committee on this matter. There appears to be
considerable evidence that ready meals are becoming increasingly popular,
particularly in the larger towns and cities where the main buyers appear to be office
workers who buy meals during the day to save cooking for themselves in the
evening. These products have a high margin. The potential problem with them is
that they have a very short shelf life. Foreign foods and "healthy" foods appear to be
more popular than other types.

K Milward enquired whether some recently publicised cases of salmonella attributed

to this type of product has affected sales. F Hill reported that according to the
research which he had read this was not the case, although high standards of
refrigeration at branches and high standards of cleanliness in the food preparation
process would have to be demanded of suppliers.

It was proposed by G Wilks that a details costing exercise should be carried out. F
Hill suggested that customer opinion could be sought in branches. J Clifton agreed
to arrange this. Further discussion was deferred to the next meeting.

2. Introduction of lockable display cabinets.

K Milward reported that she was very unhappy about the introduction of lockable
glass covers over many products in branches. Although this has been approved by
the committee three months ago, she felt that it was acting as a considerable
deterrent to customers to buy products, and sales had suffered accordingly. Sales
assistants were not always available to unlock the cabinets, and customers were
going elsewhere to buy. R West stated that this had been agreed because of the
increasingly high levels of pilferage being experienced at branches. K Milward stated
 that if this effect had been foreseen she would never have agreed to it. G Wilks
stated that he was aware that sales of certain lines of pharmaceutical products had
fallen, at a time of year when they would be expected to increase. K Milward agreed
to provide further detailed analysis of the fall in sales by line, and the effect on profit.
R West agreed to quantify the fall in pilferage levels since these cabinets have been
introduced. The matter would be further reviewed in the light of this information at
the next meeting.

3. New Branch Opening

J Clifton stated that arrangements for the opening of the new branch in Southport
on 12 November were all in hand. All the normal publicity had been arranged for
the event with exception of the 2 page spread in the Southport Advertiser, which
has not yet been arranged because they do not accept advertisements until one
month in advance of publication but do need as much notice as possible. The design
work for the spread has been prepared. It was planned to appear in the 6
November edition. It was agreed that P Smith would arrange this.

4. Seasonal fluctuations in pharmaceutical product sales

G Wilks stated that he was concerned about the low sales in pharmaceutical
products over the summer months which are experienced every year. Although this
is due to very low sales in cough and cold remedies which yield high profits in the
winter months, he felt that there were areas that we could expand which would
compensate for this to some extent, such as insect repellent, hay fever treatments
and skincare products. He is currently reviewing a number of possible products and
hopes to have further information available for the next meeting.

5. Results for September

GW congratulated everyone, particularly the food sales staff, on very good results
for September.

6. Any other business

None.

Date of next meeting: 3 November 2009

 8 Reeders
To P Smith Date 5 October 2009
Marketing Manager

From J Fishwick Ref JF/7536

Personnel Manager

Appointment of new member of staff to assist in the Marketing Department

As Joyce is leaving at the end of next month to join her husband abroad, we need to
consider urgently the matter of her replacement. I have discussed it with Janet and she told
me that you would review the details of the applicants and decide who to appoint. She did
mention however that she wanted someone with computer experience, who has worked in
marketing before and who had gained the Certificate of Studies in Marketing.

The new appointment would also have to hold a driving licence in order to drive to
conferences etc as required, but car ownership is not necessary as there are usually pool
cars available. I have also been advised that because of the security aspects of information
relating to drugs etc. we must appoint a British national.

I attach details of the six people shortlisted. Please let me know who to appoint.
Name Marie Forrest
Age 30
Education 2 year course at Hailborough College of Technology
Previous Employment Worked in the marketing department for Mason Green since leaving
college. Substantial amount of computer experience.
Nationality British
Other information Married with no children. Holds a full UK driving licence. Interests
include playing squash and horse riding.

Name Clive Westley

Age 30
Education Certificate of Studies in Marketing (Marsland Polytechnic) gained in
1999
Previous Employment Worked in IT department at Forland Ltd 1999 - 2004. Joined
Gregson Ltd in 2004 until present time.
Nationality British
Other information Holds a clean driving licence. Hobbies include rally driving and stock
car racing.

Name Kaluse Weisman

Age 26
Education Studied for 1 year at Hailborough College of Technology, but
transferred after first year to Rowbridge Polytechnic where he
gained a Certificate in Studies in Marketing, and the Advanced
Certificate in Marketing because Hailborough does not offer
marketing courses. Gained Open University certificate in computing
in 2007.
Previous Employment Had worked for 4 years with Jefferson Norris who specialise in
marketing children's toys.
Nationality German
Other information Fluent German speaker. Holds EC driving licence and owns a Ford
Fiesta.

Name Rebecca Jackson

Age 45
Education Gained Certificate of Studies in Marketing with Open University in
2001.
Previous Employment Worked for Shoplands in marketing department for 20 years.
Nationality British
Other information Divorced with two children. Interests include dress making and
cordon bleu cookery. Does not drive or own a car.
Name Thomas Pate
Age 37
Education Qualified as a nurse in 1993. Joined Rowbridge Polytechnic as a
mature student in 1999 and gained Certificate of Studies in
Marketing in 2002.
Previous Employment Worked as a male nurse in the NHS 1993-1999. Worked for
Rickmans since 2002. In 2004 was seconded for one year into IT
department at Rickmans.
Nationality British
Other information Divorced with one child. Holds full driving licence but does not at
the present time own a car. Hobbies include cycling and hill walking.
Is a member of the St John Ambulance Service.

Name Julia Rimmer

Age 42
Education Gained Certificate of Studies in Marketing and The Certificate of
Advanced Studies in Marketing in 1998 and 2000 respectively. No
I. T. experience.
Previous Employment Worked for 10 years at Gregsons Ltd, but left because she was
interested in going into marketing and Gregsons never have done
any marketing. Joined Rickmans, the marketing agency in 1997 and
has worked there ever since.
Nationality British
Other information Married with two children. Drives a Ford Focus.
 9 Reeders
To P Smith Date 6October 2009
Marketing Manager

From Janie Ref

(Switchboard)

Phone Message: Your girlfriend/boyfriend phoned while you were away from your
desk and asked me to give you the message that (s)he has managed to
book theatre tickets for The Regent Theatre on Queens Road for
Friday night. The performance starts at 7.45pm. (S)he asked me to
tell you to ring back to confirm whether or not you can make it.
10

The Synchronised Swimming Society

University of Chester
Western Road
CHESTER

2nd October 2009

Head of Marketing
Reeders Ltd
44 Moat House Lane
BIRMINGHAM

Dear Sir or Madam,

I am writing on behalf of our society which was formed last year, in the hope that you
will feel able to sponsor us on a tour of the Greek islands. We hope to tour the islands next
May for two weeks with a team of about 10 people. We plan to give demonstrations of
synchronised swimming in the sea and swimming pools and to raise the profile of the sport
in general by our presence.

We will be able to display the Reeders name and logo prominently on our swimwear,
thus giving a high degree of exposure to your company. We will also be able to publicise the
use of some of the food and beauty products that your sell, for example waterproof
cosmetics and slimming products (as several of our team have recently been on diets and
will happily attribute their success to one or more of the diet programme that you sell).

We would hope that you would consider a figure in the region of £8,000 reasonable
for such sponsorship. We look forward to hearing from you, and feel sure that this
arrangement will be very beneficial to us both in the future.

Yours sincerely

Alison Worth (Secretary)

 11 Reeders
To P Smith Date 5 October 2009
Marketing Manager

From R Patel Ref RP/574

Administration Manager

Delivery of new company car

I have competed final negotiations with the garage supplying your new company car, and
they will have it ready for collection between 3 and 5pm on Thursday 15 October, so
therefore I would be grateful if you could arrange for it to be collected at that time. They
have agreed to include the sunroof, remote alarm and the CD player at the price we
originally agreed. I have also arranged for your old car to be collected from the car park at
Head Office on the afternoon of the same day.

Please let me know immediately of any faults that you notice. When we are paying this
amount of money for a car it should be perfect!
 Part Two
Market Research
Report
 Trends in Consumer Demand for Holidays and
Related Products

T Fallows and Co - Market Researchers

The slight recession has undoubtedly affected the demand for holidays over the past two or
three years. The level of disposable income enjoyed by families has fallen in relative terms
in many case, and therefore spending on luxury goods such as holidays has been less than
might otherwise have been expected. This is seen most clearly in the increase in the
number of holidays taken in the UK in the last 5 years (see appendix).

However, the recession did prompt a marked increase in the number of weddings overseas
in exotic locations. Getting married on a tropical island appears to be becoming increasingly
popular, and many travel companies now offer packages to cater for this increased demand.
Islands in the Caribbean are the main part of this market, with St Lucia being most popular.
The increase in popularity appears to be due to the potential cost savings which can be
achieved by marrying in this way. The typical cost of a wedding in the UK has been
estimated at £12,500 compared to a package incorporating a wedding on a tropical island
which typically is available from about £3500 upwards. Recessionary pressures combined
with the obvious attractions of this type of holiday leads market analysts to expect the
increases experienced in this type of holiday leads market analysts to expect the increases
experienced in this sector of the market to continue beyond the end of the recession.

The effect of an ageing population on the holiday market must not be underestimated.
People have an increasingly long life expectancy, and the increasing incidence of private
pensions means that a fast growing part of the population has the time and the income to
spend on holidays. Analysts within the market expect this to increase the demand for
holidays to all destinations over the next few years. A similar effect is expected to be seen
as a result of the trend towards shorter working hours and more generous holiday provisions
being experienced amongst the employed.

Green issues are also affecting the holiday market. There has been much publicity over the
recent past regarding the hole in the ozone layer, discovered initially in the southern
hemisphere, but also found to be affecting the northern hemisphere. The initial fear in the
holiday trade was that holiday makers would be discouraged from taking holidays in
locations affected, particularly Australia and the tropics, but recent evidence suggests that
this has had only a limited effect. It is clear, however, that people travelling to destinations
affected are being more responsible and taking precautions i.e. people are more likely to use
products to protect the skin from damage, and on average they are prepared to pay more for
such products as a result of the publicity which this issue has received in the press. The
feeling in the industry is that in future, if more publicity is given to this matter, consumers
could well be deterred from holidaying in the destinations affected.

Sales of the products associated with holidays have increased over recent years. There has
been a lot of publicity given in the press to the consequences of prolonged exposure to the
sun, and cases of skin cancers in particular melanoma appear to have deterred people from
unprotected sunbathing to some extent. Sales of sun tan products are increasing as a
result, but there is also some evidence to suggest that consumers may be taking a more
cautious view still, and risking less exposure to the sun in the first place. Therefore it is not
clear whether the trend of increasing sales of suntan products will continue or decline as
holidaymakers cut down on the amount of time they spend in the sun while on holiday.
There has also been a significant increase in winter sports holidays in the last 10 years.
These holidays appear to be particularly popular with younger people and people from the
higher socio-economic groups, and this area of the market is expected to increase still
further in the future. Many school pupils are now learning to ski on trips organised through
the schools, and it is expected that many will want to continue this activity into adult life, with
the result that the numbers of holidays being taking is confidently expected to increase. The
associated sales of holiday medical insurance in therefore also expected to be a growth
area.

Amongst holidays to more exotic locations, the effect of problems in the Gulf appears to
have resulted in a marked fall in the demand for holidays in this area of the Middle East.
Holidaymakers appear to harbour fears for the stability of the region and therefore their own
safety. This effect is expected to continue for some time, with no imminent return to
popularity expected. The image of the Middle East also continues to suffer from the
Israeli/Arab problem. Israel however remains very popular as a holiday destination amongst
people of Jewish extraction who do not appear to have been deterred by recent events.

(See attached Appendix for further statistical analysis of market trends).

 Appendix

Change in Population Mix

35.00%

30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
I II III(i) III(ii) IV V
UK population by socio-economic group
Population Mix 1999 Population Mix 2008

Millions Percentages 0% 20% 40% 60% 80% 100%

60
1983

50
1993
Holidays
Abroad 2008
40
3 or more holidays
Social Class
No
30 2008
2 holidays 1 holiday holiday
AB
20
Holidays in
UK C1

10
C2

0 DE
1983 1988 1993 1998 2003 2008
1 Holiday of four nights or more taken by adult residents
1 Holiday of four nights or more of Great Britain in Great Britain and abroad
Source: British national Travel Survey.
British Tourist Authority
Source: British national Travel Survey.
British Tourist Authority
Holiday Destinations by Social Groupings

I & II III IV & V

Belgium 46% 38% 16%
Denmark 49% 38% 13%
France 42% 46% 12%
Germany 38% 45% 17%
Greece 27% 46% 27%
Irish Republic 31% 48% 21%
Netherlands 42% 42% 16%
Italy 40% 43% 17%
Portugal 46% 43% 11%
Spain 22% 29% 49%
Other EEC 37% 47% 16%
Other Europe (non EEC) 47% 39% 14%
Middle East 46% 44% 10%
North Africa 36% 48% 16%
Other Africa 54% 35% 11%
Australia and New Zealand 58% 32% 10%
Caribbean and Latin America 54% 33% 13%
United States 36% 51% 13%
Canada 45% 41% 14%
Total 39% 44% 17%

Change in holiday destinations 1998 - 2008

Canada
United States
Commonwealth, Caribbean and Latin America
Australia and New Zealand
Other Africa
South Africa
North Africa
Middle East
Other Europe
European Community
Spain
Portugal
Italy
Netherlands
Irish Republic
Greece
Germany (Fed. Rep)
France
Denmark
Belgium/Luxembourg
Percentage Change -50 0 50 100 150 200 250 300
1998 - 2008
Part Three
Answers and
Scoring Key
 Suggested Answer

Item

1 and 11 The MD requires handouts to be brought back from a conference that P Smith is
due to attend (item 1), but the date of the course clashes with collection of his
new car (item 11). There are two possible solution to this problem:

(i) Contact the Administration Manager and arrange for the car to be collected on
the following day or by someone else, so that you are free to attend the
conference. This is the better solution, as the MD seems very keen on the
subject matter being discussed at the conference and may question P Smith
about it afterwards.

(ii) Arrange for Assistant Marketing Manager to attend the conference instead,
therefore leaving the day free to collect the car. Although this solution avoids
the clash, if the MD asks P Smith any further questions about the material
presented at the conference, he will not be able to answer them.

Marks to be awarded: Solution (i) 6 marks

Solution (ii) 2 marks

2 This is a fax from Japan giving notification of impending legal action. Participants
would be expected to realise that they need further advice on how to proceed.
They would need to:
 Contact a firm of solicitors or other legal advisors in order to obtain legal
advice.
 Notify other senior people within the firm of the problem, eg Marketing
Director, MD

Marks to be awarded: Both points 5 marks

Legal advice only 3 marks
Notification of other people only 3 marks

3 and 9 This is a invitation to a 'drinks do' and meal (item 3) on the same night as a
booking for theatre tickets (item 9). However, as they are both in the same road,
it is possible to attend both if the meal is missed out. Alternatively, P Smith may
wish to discuss with girlfriend.

Marks to be awarded: Attends both, but notes miss meal 3 marks

Attends only one event 1 mark
Discusses with girlfriend 1 mark
Attends both, (does not spot the clash) 0 marks
4 This is a letter from a charity sponsorship/donations. The amount of money
requested is reasonable, and a donation could be used as a way of marketing the
company.

Marks to be awarded: Give donation 4 marks

Refer the matter to the Marketing Director 3 marks
Refuse donation 2 marks

5 Report - see separate solution.

Marks to be awarded: up to 25

6 This is an article sent to P Smith about possible expansion by a competitor.

Participants have not been given enough information to respond to this in any
detail, but may suggested further market research, sales drive etc.

Marks to be awarded: Draft memo to Marketing Director with any

sensible suggestions, eg commission some
detailed market research, sales drive or
anything else which appears reasonable. 5 marks
Put it on one side to deal with it later 2 marks
File it 0 marks

7 This is a lengthy set of minutes most of which does not relate to P Smith at all.
However, item 3 requires P Smith to arrange advertising in a paper ahead of 6th
November. As the date is 6 October, this now requires immediate attention.

Participants may also notice that item 1 of the agenda will result in some
customer opinion being sought in branches. A marketing manager would be
expected to be aware of this by the next meeting, therefore 2 marks are available
for spotting this and obtaining research. Alternatively P Smith may delegate both
jobs.

Marks to be awarded: Arrange publicity immediately 6 marks

Obtain copy of customer research 2 marks
Both points 8 marks
Delegate both above jobs 2 marks

8 Appointment of new member of staff. Participants are required to select the most
appropriate candidate from a list of six, given certain selection criteria, and
referral to the Marketing Director has been ruled out. Only one candidate
(Thomas Pate) fulfils all criteria. Other candidates are not possible because:
 Marie Forrest - does not hold Cert. of Studies in Marketing, as
Hailborough College does not offer this Qualification.
Clive Wesley - no marketing experience (Gregsons do not do any
marketing).
Kalus Weismann - not a British subject
Rebecca Jackson - does not drive
Julia Rimmer - No I.T. experience

Marks to be awarded: Appoint Thomas Pate 6 marks

10 This is an unreasonable request for sponsorship from a University society.

Marks to be awarded: Reject application for sponsorship 3 marks

Total Marks available 65

Report - Item 5
Suggested Solution

(i) Factors indicating that it is likely to be an expanding market

 Holidays abroad are increasing as a proportion of all holidays taken.
 There is an increase in the average number of holidays per year being taken.
 Socio-economic groups A and B, who take more holidays per year on average
than other groups, are increasing as a proportion of the population.
 Tropical destinations are more popular among socio-economic groups A and B,
who are increasing as a proportion of the population.
 People in general appear to be adopting a more responsible attitude to
sunbathing, and taking precautions to protect skin from damage by using sun
creams etc., and are prepared to pay more for such products.
 Recent evidence suggests that publicity given to the hole in the ozone layer is not
discouraging holiday makers from travelling to tropical locations.
 There has been a marked increase in the popularity of Africa, Australia and the
Caribbean in the last 10 years.
 Weddings in exotic tropical locations are becoming popular and this is expected
to increase.
 The population is ageing in general, and the increased incidence of affluent
pensioners means that more people will have the time and the money to spend
on holidays in future.
 More generous holiday provisions by employers and the tendency towards
shorter working hours means that more people have more time for holidays.

Marks available - 10, 1 for each point

(ii) Factors which indicate that this is not likely to be an expanding market
 The recession has caused the popularity of UK holidays to increase.
 There has been a lot of publicity given to the hole in the ozone layer, particularly
with regard to Australasia and the tropics, which could deter people from taking
holidays in these locations in future.
 There has been a lot of publicity about skin cancers, particularly melanoma,
being caused by exposure to the sun.
 Winter sports holidays are becoming popular among socio-economic groups A
and B in particular, and any significant shift from summer holidays in the tropics
to winter holidays by this particular group could have a marked effect on the
number of holidays being taken in total in tropical locations.
 The terrorist situation has resulted in a fall in popularity of the Middle East as a
holiday destination.
 Bronzit is an expensive product.

Marks available - 6, 1 for each point

(iii) Socio-economics groups to be targets by any future advertising campaign
Socio-economic groups A and B appear to be the best to target because:
 They take more holidays per year on average than other groups.
 They take more holidays to tropical destinations than other groups.
 They are increasing as a proportion of the population.
 They have a higher level of disposable income on average than other groups,
and Bronzit is an expensive product.

Marks available - 5, 1 for groups A/B and 1 for each reason.

(iv) Conclusion
4 marks available for a sensible conclusion and overall presentation and structure of
the report.

The conclusion that the participants arrive at will probably be to recommend going
into this market, as the number of points for this seem to outweigh those against.
However, many of these issues are judgemental, and providing the candidate
appears to have weighed the issues and justified his/her conclusion adequately
marks should be given. Marking guidance could be as follows:

Conclusion drawn, but without reasons 1 mark

Conclusion drawn and supported by reasons 2 marks
Overall structure and presentation of report 2 marks

Total Marks for Report - 25

Mark Schedule for In-Tray Exercise
Marks available Marks Awarded

1 Attend conference yourself see below --

Arrange for someone else to attend conference see below --
Other see below --

2 Take legal advice and notify others within the company 5

Take legal advice 3
Notify Marketing Director and/or MD 3

3 Attend both drinks do and meal see below --

Attend drinks only see below --
Do not attend see below --
Leaves it to discuss with girlfriend later see below --

4 Give donation or sponsorship 4

Refer to Marketing Director 3
Refuse donation 2

5 See separate mark scheme : Marks awarded 25

6 Draft memo to Marketing Director 5

Put it one side to deal with later (non urgent) 2
File it/Do nothing at all 0

7 Arrange publicity immediately 6

Follow up customer research 2
Arrange publicity immediately and follow up customer research 8
Delegate both jobs to someone else 2
Any other answer 0

8 Appoint Thomas Pate 6

Any other answer 0

9 Attends Theatre see below --

Does not attend Theatre see below --
Does not reply to message see below --
Leaves it to discuss with girlfriend later see below --

10 Accept sponsorship 0
Reject sponsorship 3
Does not reply to letter 0

11 Collect car yourself see below --

Arrange to collect on another day see below --
Arrange for someone else to collect car see below --

1 & 11 Marks awarded for interrelated items

Attends conference and collects car on another day 6
Attends conference and arranges for someone else to collect car 6
Arranges for someone else to attend conference and collects car 2

3&9 Attends both events, but not meal after drinks do 3

Attends both events including meal after the drinks do 0
Attends drinks do and meal only 1
Attends drinks do without meal only 1
Attends only Theatre 1
Leaves it to discuss with girlfriend later 1

Total Marks 65
Percentage 100 %