Design Mix

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
- Function relates to the quality and reliability of a product. Cost of
manufacture relates to whether the design allows the product to be
made and sold profitably. Aesthetics relates to the appearance of
the smartphone.
- Functions of the smartphones are being continually developed and
therefore Samsung and other suppliers must ensure they keep up to
date with the latest technological advancements in order to compete.
- Mobile phones are seen, by many people, as a necessity and
therefore functions such as sending emails, using internet
applications as well as making calls as important features to users.
- Samsung suffered a problem with the function of their Galaxy Note 7
phones which were reported to catch fire in the hand of users. This is
obviously a major concern to Samsung and could impact customer
loyalty.
- The quality of the phones are so good that customers do not need to
change phones as often. This has meant the emphasis on function
has in fact limited repeat sales for Samsung and others in the
industry.
- Price has become an important factor in the smartphone market.
Price is determined, to some extent, by the cost of manufacturing the
phones.
- Oppo and Vivo have increased market share by selling phones at $250
due to lower manufacturing costs. It is important that market leaders
Samsung and Apple are able to maintain their market share which may
mean reducing cost of manufacture.
- One reason Samsung have performed well is because they offer a
range of phones at different prices. Price is therefore more important
than functionality to some consumers. Therefore, the cost of
manufacture for some ranges of their phones is important to keep
prices low.
- It is important that the emphasis on cost of manufacture does not
impact the quality of the smartphones and result in similar problems
to the one experienced by Samsung and their Galaxy Note 7 products.
- Aesthetics can also be important because the look of the phone is a
main selling point to some consumers.
- Consumers will want their mobile phone to be easily recognisable and
a status symbol.




- Aesthetics is often important to reinforce brand image and enable
premium prices to be charged.
- All elements of the design mix are important and must complement
each other in the design process. As some businesses in the industry
are introducing a cheaper range of phones, this may indicate
manufacturing costs are important in order to reduce prices to
consumers.


Level

Mark

Descriptor

0

No rewardable material.

Level 1

1-4

Isolated elements of knowledge and understanding.
Weak or no relevant application of business examples.
An argument may be attempted, but will be generic and fail to
connect causes and/or consequences.

Level 2

5-8

Elements of knowledge and understanding, which are applied to the
business example.
Arguments and chains of reasoning are presented but connections
between causes and/or consequences are incomplete. Attempts to
address the question.
A comparison or judgement may be attempted but it will not
successfully show an awareness of the key features of business
behaviour or business situation.

Level 3

9-14

Accurate and thorough knowledge and understanding, supported
throughout by relevant and effective use of the business
behaviour/context.
Uses developed chains of reasoning, so that causes and/or
consequences are complete, showing an understanding of the
question.
Arguments are well developed.
Quantitative and/or qualitative information is introduced in an
attempt to support judgements, a partial awareness of the validity
and/or significance of competing arguments and may lead to a
conclusion.

Level 4

15-20

Accurate and thorough knowledge and understanding, supported
throughout by relevant and effective use of the business
behaviour/context.
Uses well-developed and logical, coherent chains of reasoning,
showing a range of cause and/or effect(s).
Arguments are fully developed.
Quantitative and/or qualitative information is/are used well to
support judgements. A full awareness of the validity and significance
of competing arguments/factors, leading to balanced comparisons,
judgements and an effective conclusion that proposes a solution
and/or recommendations.