Professional Documents
Culture Documents
Second edition
Coursebook with CD-ROM
Business Studies
Business
Studies
Second edition
Cambridge International
AS and A Level
Business
Studies
Second edition
Contents
Introduction
Enterprise
Business structure (some A-level material)
Size of business (some A-level material)
Business objectives
Stakeholders in a business
External influences on business activity (A level only)
External economic influences on business behaviour (A level only)
3
17
41
56
71
83
110
141
154
180
195
211
226
Unit 3 Marketing
14
15
16
17
18
19
What is marketing?
Market research
The marketing mix product and price
The marketing mix promotion and place
Marketing planning (A level only)
Globalisation and international marketing (A level only)
243
263
290
313
340
366
381
390
419
430
440
462
Business finance
Forecasting cash flows
Costs (some A-level material)
Accounting fundamentals
Budgets (A level only)
Contents of published accounts (A level only)
Analysis of published accounts (A level only)
Investment appraisal (A level only)
475
493
507
528
553
563
575
590
Contents
iii
608
616
631
644
663
Index
Acknowledgements
671
680
iv Contents
Introduction
Who is this book for?
The second edition of this book accurately and comprehensively follows the new Cambridge International AS- and
A-level Business Studies syllabus (9707).
If you are a student preparing for the examinations based on this syllabus, or a teacher preparing students for the
examinations, you can be confident that the book provides complete coverage of the course to the appropriate level.
Other students of Business Studies or Business and Management could also benefit greatly from the subject content,
activities and advice that this book contains. Students following the AQA, OCR or EDEXCEL A levels, the CIE Pre-U
course or the International Baccalaureate Higher and Standard Diploma Programme will also find this an invaluable
resource.
The first edition was also used in Higher Education institutions as an introductory text for Management and
Business Studies degree courses. The changes and additions made to this second edition will reinforce its usefulness
for this purpose.
Introduction
Learning objectives identifying the content and concepts covered in each chapter.
Introducing the topic case studies raising important areas for discussion and giving context to the business
applications of the material to be covered in each chapter.
Clearly laid-out text with easy-to-follow subsections and many tables of data and key advantages and
disadvantages.
Top tips helping avoid common errors made by students in examinations.
Hundreds of in-chapter activities giving practice at applying what is being learned, using evidence and data
taken mainly from actual business examples.
Learning outcomes reinforcing the issues that should be understood by the end of each chapter.
Revision questions checking on essential understanding and knowledge.
Case studies with examination-style questions testing the skills of application, analysis and evaluation, using
real international business situations.
Examination-style essay questions giving practice at writing longer, discursive answers.
in the text
There is a second CD available to teachers (ISBN 978-0-521-12693-9) which provides detailed answers to all of the
other activities, case studies and essay questions in the book along with suggestions for further reading.
vi Introduction
Peter Stimpson
April 2010
Introduction
vii
Unit 1
Enterprise
This chapter covers syllabus section 1AS.1.
On completing this chapter, you will be able to:
Enterprise
Introduction
Many business managers are paid high salaries to take
risks and make decisions that will influence the future
success of their business. Much of this book is concerned
with how these decisions are made, the information
needed to make them and the techniques that can
assist managers in this important task. However, no
student of Business Studies can hope to make much
progress in the study of this subject unless they have a
good understanding of the economic environment in
which a business operates. Business activity does not
take place in isolation from what is going on around it.
The very structure and health of the economy will have
a great impact on how successful business activity is.
The central purpose of this whole unit, Business and
its environment, is to introduce the inter-relationships
between businesses, the world in which they operate and
the limits that governments impose on business activity.
This first chapter explains the nature of business activity
and the role of enterprise in setting up and developing
businesses.
consumer goods
capital goods
Raw
materials
Finance
Land
Factories/offices
Capital
Machines
Roads/Rail/Airports
Customers
A business
needs
Government
Law and
order
Suppliers
Schools/Colleges
Labour
Permanent
Skilled
Unskilled
Figure 1.1
Enterprise
Temporary
Risk
takers
Decision
makers
Coordinators
Enterprise
added value
Activity 1.1
[AS/A level 12 marks, 25 minutes]
KEY DEFINITION
Cost of inputs/materials
Activity 1.2
Read the case study below and then tackle the
exercises that follow.
Enterprise
Determining a location
Perhaps the most important consideration when
choosing the location for a new business is the need
to minimise fixed costs. When finance is limited, it is
very important to try to keep the break-even level of
output the output level that earns enough revenue
to cover all costs as low as possible. This will greatly
increase the chances of survival. Operating from home
is the most common way for entrepreneurs to establish
their business. This has the great advantage of keeping
costs low, but there are drawbacks:
It may not be close to the area with the biggest
market potential.
It lacks status a business with its own prestigious
premises tends to generate confidence.
It may cause family tensions.
It may be difficult to separate private life from
working life.
The cost and position of these locations could have a big impact
on the business entrepreneurs chance of success
Competition
This is nearly always a problem for new enterprises
unless the business idea is so unique that no other
business has anything quite like it. A newly created
business will often experience competition from older,
established businesses, with more resources and more
market knowledge. The entrepreneur may have to offer a
better customer service to overcome the cost and pricing
advantages that bigger businesses can usually offer.
Activity 1.3
A
Read the case study below and then tackle the exercises that follow.
Enterprise
11
Activity 1.4
Social enterprise
Social enterprises are not charities, but they do have
objectives that are often different from those of an
entrepreneur who is only profit motivated.
KEY DEFINITION
social enterprise a business with mainly social objectives
that reinvests most of its profits into benefiting society
rather than maximising returns to owners
Activity 1.5
Read the case study below and then tackle the exercises that follow.
13
Opportunity cost
This need to choose leads to the next important
principle of our subject opportunity cost. In deciding
to purchase or obtain one item, we must give up other
goods as they cannot all be purchased.
KEY DEFINITION
opportunity cost the benefit of the next most desired
option which is given up
or
or
Over to you
Revision questions
[AS/A level 79 marks, 75 minutes]
1 List three factors of production that a new
hairdressing business will require.
[3]
2 A new business selling computer software has just
opened in your town. Explain three needs that
this business will have if it is to be successful.
[6]
3 Explain what value added means.
[3]
4 Explain how a supermarket could add value to
the food and other stock it buys in.
[4]
5 What do you understand by the term
entrepreneur?
[3]
6 List three characteristics of successful entrepreneurs
and explain why they are important.
[9]
7 Explain why there are so many new business
enterprises in the tertiary sector of industry, such
as hairdressing and car servicing.
[6]
Case studies
Revision case study 1
Read the case study below and then tackle the exercises that follow.
Enterprise
15
Essays
[AS/A level 25 marks, 45 minutes each]
1 To what extent do you believe that a successful
entrepreneur depends on luck rather than personal
qualities and skills?
[25]
2 a Outline the main benefits to the economy of your
country of an increase in the number of new
business start-ups made by entrepreneurs. [10]
[15]