Edexcel IAL Business 1.3.1.3b Market Mapping

Indicative content guidance

Answers must be credited by using the level descriptors (below) in line with the
general marking guidance. The indicative content below exemplifies some of
the points that candidates may make but this does not imply that any of these
must be included. Other relevant points must also be credited.
Knowledge, Application, Analysis, Evaluation – indicative content
•
Market mapping is a form of market positioning. It is the use
of a 2-dimensional diagram that plots products or services in
a market using two key variables.
•
Mapping is a simple, visual tool that can utilise a variety of
variables, and may have helped Emirates understand its
position in the airline market relative to competition.
•
It may have helped Emirates spot gaps in the market. It may
have seen an opportunity to provide better inflight
entertainment.
•
It is a useful method for analysing competition. Emirates may
have used a market map to compare prices and destinations
that competitors fly to. This may have led to new flights such
as to Phnom Penh being offered to extend its flight
destinations.
•
Mapping also identifies where the market is saturated due to
a high level of competition. Emirates may have avoided these
areas/destinations and focussed on ones that were more
viable/profitable.
•
However, market mapping has its limitations. A map might
identify a gap in the market, for example destinations not
flown to, but there may be a valid reason for the gap such as
low demand or flight restrictions.
•
The market map does not guarantee success; it is a simplistic
method to help visualise the market, but needs more in-
depth research on consumer preferences and tastes before
important decisions are made.
•
Mapping shows a snapshot in time and Emirates must also
consider the strategy of its competitors, such as Etihad, in
order to compete successfully.
•
There are many other factors which may have contributed to
the growth of Emirates such as effective management and
leadership, good financial control, good advertising and
favourable economic factors.




Level

Descriptor

0
No rewardable material.
Level 1
1–2
Isolated elements of knowledge and understanding – recall based.
Weak or no relevant application to business examples.
Generic assertions may be presented.
Level 2
3–4
Elements of knowledge and understanding, which are applied to the
business example.
Chains of reasoning are presented but may be assertions or
incomplete.
A generic or superficial assessment is presented.
Level 3
5–7
Accurate and thorough knowledge and understanding, supported
throughout by relevant and effective use of the business
behaviour/context.
Analytical perspectives are presented, with developed chains of
reasoning, showing cause(s) and/or effect(s).
An attempt at an assessment is presented, using quantitative and/or
qualitative information, though unlikely to show the significance of
competing arguments.
Level 4
8–10
Accurate and thorough knowledge and understanding, supported
throughout by relevant and effective use of the business
behaviour/context.
A coherent and logical chain of reasoning, showing cause(s) and/or
effect(s).
Assessment is balanced, wide ranging and well contextualised, using
quantitative and/or qualitative information, and shows an awareness
of competing arguments/factors, leading to a supported judgement.