Communication Skills

Communication Skills — 2022

KNEC Diploma in Supply Chain Management, Module I. Original examination questions with explained model answers for revision.

July 2022 — paper 2903/104

Paper codes: 2903/104
Time: Not shown in supplied scan
Instructions: Answer ALL the questions in both sections.

SECTION A (32 marks)

Answer ALL the questions in this section.

Question 1 — 3 marks

State three factors that may hinder downward communication.

Model answer

Too many levels through which the message must pass.
Unclear or incomplete instructions from management.
Lack of suitable channels or unwillingness of staff to listen.

Question 2 — 3 marks

State three consequences of holding meetings too frequently.

Model answer

Loss of productive working time.
Increased meeting and administrative costs.
Participant fatigue and reduced interest or effectiveness.

Question 3 — 4 marks

List four factors that may influence how a receiver decodes a message.

Model answer

Knowledge and experience.
Language ability and cultural background.
Attitude and emotional state.
The context and clarity of the message.

Question 4 — 3 marks

State three reasons why it is important for an organization to communicate with its publics.

Model answer

To build goodwill and mutual understanding.
To provide useful information about its activities and services.
To obtain feedback and respond to stakeholders’ concerns.

Question 5 — 3 marks

State three situations where an organization may communicate via a press release.

Model answer

Announcing a new product, service or major development.
Providing an official response during a crisis or public controversy.
Publicising a significant achievement or event.

Question 6 — 3 marks

State three reasons why organizations are using social media more to communicate to clients.

Model answer

It reaches many clients quickly.
It offers relatively economical communication and promotion.
It supports direct interaction, feedback and sharing of information.

Question 7 — 4 marks

State four challenges that an organization may face when business reports are presented orally.

Model answer

Listeners may forget details where no written record is supplied.
Complex figures may be difficult to explain or follow.
Noise, poor delivery or language difficulties may distort understanding.
Attendance and time constraints may prevent all intended recipients from receiving the report.

Question 8 — 3 marks

State three benefits that an organization may derive from maintaining good customer relations.

Model answer

Repeat business and customer loyalty.
Positive recommendations and a stronger reputation.
Useful feedback and fewer unresolved complaints.

Question 9 — 3 marks

State three ways in which one may apply diplomacy when engaged in a discussion.

Model answer

Use respectful, tactful language when disagreeing.
Listen carefully and acknowledge others’ views.
Seek common ground and avoid personal attacks.

Question 10 — 3 marks

State three reasons why it is important to carry out audience analysis before communicating.

Model answer

To choose appropriate language and level of detail.
To select relevant content and persuasive examples.
To choose a suitable channel, tone and presentation method.

SECTION B (68 marks)

Answer ALL the questions in this section.

Question 11(a) — 8 marks

Outline four ways in which an interviewer may prepare for an interview.

Model answer

Review the purpose, job requirements and relevant applicant information.
Prepare suitable questions and an objective assessment guide.
Arrange an appropriate venue, time and necessary materials.
Coordinate the panel’s roles and inform candidates of the arrangements.

Question 11(b) — 10 marks

Njowe Limited requires a qualified person to fill the position of Procurement Officer. As the Human Resource Assistant, prepare an advertisement for the post.

Model answer

The duties, requirements, address and closing date are illustrative details for the model advertisement.

NJOWE LIMITED

VACANCY: PROCUREMENT OFFICER

Njowe Limited seeks a competent and dependable Procurement Officer to support its purchasing and supply operations.

Main duties

Prepare and process authorised purchase orders.
Obtain and evaluate supplier quotations.
Maintain purchasing and supplier records.
Follow up deliveries and resolve discrepancies with stores and accounts.
Apply the company’s procurement procedures and support cost control.

Qualifications and skills

A diploma in Supply Chain Management, Purchasing or a related field.
Relevant procurement experience.
Good negotiation, communication and record-keeping skills.
Ability to use suitable office applications.
Integrity, attention to detail and ability to work with other departments.

How to apply: Submit an application letter, resume and copies of relevant certificates to the Human Resource Manager, Njowe Limited, P.O. Box 100–00100, Nairobi. Clearly mark the application “Procurement Officer”.

Closing date: 29 July 2022. Shortlisted applicants will be contacted for an interview.

Question 12(a) — 10 marks

Explain the following terms as used in meetings:

(i) amendment;

(ii) convenor;

(iii) quorum;

(iv) proxy;

(v) ad-hoc committee.

Model answer

Amendment: a proposed change to the wording or substance of a motion before it is finally decided.
Convenor: the person responsible for calling and arranging the meeting.
Quorum: the minimum number of eligible members required for valid proceedings.
Proxy: a person, or the authority given to that person, to act or vote on a member’s behalf where the rules allow it.
Ad-hoc committee: a temporary committee appointed for a particular task and normally dissolved when that task is completed.

Question 12(b) — 6 marks

Explain three challenges that customer care providers may face when dealing with customers.

Model answer

Difficult behaviour: angry or abusive customers can make calm problem-solving difficult.
Communication differences: language, unclear explanations or misunderstanding may prevent accurate identification of the issue.
Limited authority or resources: the provider may be unable to deliver the remedy expected without approval, stock or further information.

Question 13 — 16 marks

Ngua Business College has introduced online teaching as a move to improve service delivery. However, the management has noted high levels of absenteeism by students. As the Personal Assistant to the principal, you have been asked to investigate the matter and write a report. Assume you have completed your investigations and write the report.

Model answer

The model uses assumed findings for the examination scenario.

NGUA BUSINESS COLLEGE

REPORT ON STUDENT ABSENTEEISM FROM ONLINE CLASSES

To: The Principal
From: Personal Assistant
Date: 15 July 2022

1. Terms of reference

I was asked to investigate the high level of absenteeism following the introduction of online teaching and recommend measures to improve attendance.

2. Methodology

I examined attendance records and class schedules, interviewed students and lecturers and reviewed the learning platform and available technical support.

3. Findings

Some students lacked reliable Internet access or suitable devices. The cost of data made regular attendance difficult for others. A number of students had limited skills in using the platform and did not know where to seek help. Changes to class times were not always communicated clearly. Some students also faced competing responsibilities at home, while weak attendance follow-up reduced accountability.

4. Conclusion

Absenteeism reflected problems of access, affordability, digital skills and organisation. Online teaching requires support arrangements that enable students to participate consistently.

5. Recommendations

Provide clear advance timetables and promptly communicate changes.
Offer practical orientation and an accessible technical-help service.
Use suitable low-data materials and provide recordings or notes for justified access difficulties.
Explore affordable connectivity and device-support arrangements.
Monitor attendance and follow up repeated absence sensitively.
Agree clear participation expectations and review progress with students and lecturers.

Submitted by: Personal Assistant to the Principal

Question 14 — Reading passage

Read the passage below and then answer the questions that follow.

The internal combustion engine has been the cornerstone of the automobile industry for decades. However, it will soon be forgotten as electric vehicles (EVs) continue to gain popularity. According to the Global EV Outlook 2021 by the International Energy Agency (IEA), there were 10 million electric cars on the world’s roads by the end of 2020. Globally, registration of electric cars increased by 41 percent in 2019 despite the 16 percent drop in overall car sales due to COVID-19. It is projected that by 2050 a bigger percentage of the cars on the world’s streets will be electric thus helping reduce global carbon monoxide emissions by up to 1.5 gigatonnes per year.

Kenya is embracing this shift, and Kenya Power is planning to roll out electric vehicles charging points countrywide. KenGen has also announced plans to invest in electric car charging systems. In addition, the Ministry of Energy is considering making it mandatory for new buildings, including those owned by the state, to incorporate charging stations.

On its part, the government has provided fiscal incentives for EVs with a lower import duty of 20 percent compared to 30 percent for petrol and diesel vehicles. It aims to have electric vehicle imports account for five percent of the total number of vehicles registered in the country by 2025. This move was prompted by the need to reduce pollution, which, according to WHO, is responsible for about 5,000 respiratory related deaths in the country per year.

The upsurge in the electric car market is attributed to the advanced battery technology. The batteries can now store enough charge to cover between 250 and 450 kilometres when fully charged. This is enough to drive from Nairobi to Western Kenya or to the Coast comfortably. In spite of this, battery technology has instilled worries among conservationists with the bone of contention being that the materials needed to make the batteries are sourced from the seabed. Most automakers are pinning strategies on lithium ion batteries with cathodes made from oxide of nickel, manganese and cobalt, which already supply about half of EVs. Of the three, lithium faces the steepest increase in demand from the battery industry.

IEA’s projections indicate that around 90 percent of the demand will come from EVs over the next 20 years. Some studies have projected that the demand for cobalt, lithium and nickel will surpass current mining reserves by 2050. Manufacturers have therefore turned to the seabed as the next frontier for mining these minerals. They believe the move is vital in addressing the imminent shortage of material for making EVs batteries in future. Owing to this, the International Seabed Authority (ISA) is expected to vote by 2022 on the draft standards and guidelines to pave the way for mining in more than 1.5 million square kilometres of international seabed in the Pacific and the Indian Ocean. The ISA standards and guidelines will be used to regulate activities in seabed areas beyond national jurisdictions.

The authority has issued about 30 contracts for exploration of deep-sea mineral deposits but mining will only be allowed four years after the approval of the standards and guidelines. However, in the eyes of the conservationists, this will pose a huge threat to the fragile marine ecosystem. They want ISA to put on hold the vote on the draft standards and guidelines arguing that the mining would have a destructive impact on the deep-sea ecosystem and biodiversity as it will lead to the extinction of species and destruction of sensitive habitat. They feel it will have a negative effect on fishing and food security, and compromise ocean carbon among other factors. In addition, waste ejected overboard by mining ships will create large plumes leading to toxic and suffocating pollution. Further, noise vibrations and light pollution from the mining equipment will stress the whales and other sea creatures thus endangering marine life.

Adapted from: ‘Business Daily’, 20 July 2020

Question 14(a) — 5 marks

State the meaning of the following words and phrase as used in the passage:

(i) mandatory;

(ii) upsurge;

(iii) surpass;

(iv) regulate;

(v) put on hold.

Model answer

Mandatory: required or compulsory.
Upsurge: a sudden or substantial increase.
Surpass: exceed or go beyond.
Regulate: control through rules or standards.
Put on hold: postpone or suspend temporarily.

Question 14(b) — 3 marks

Highlight three issues that demonstrate that Kenya is embracing electric vehicle technology.

Model answer

These points report the historical passage, rather than current policy.

Kenya Power and KenGen plan to invest in electric-vehicle charging facilities.
The Ministry of Energy is considering charging stations as a requirement for new buildings.
Government provides fiscal incentives through lower import duty for electric vehicles.

Question 14(c) — 10 marks

In about 100 words and according to the passage, write a summary on why conservationists have petitioned against deep sea-mining.

Model answer

Conservationists oppose deep-sea mining because it threatens fragile marine ecosystems and biodiversity. They fear the destruction of sensitive habitats and extinction of species. Mining could damage fishing and food security and compromise the ocean’s carbon functions. Waste discharged by mining ships would form large plumes, producing toxic pollution and suffocating marine organisms. Equipment would also generate noise, vibrations and light that stress whales and other sea creatures. These combined effects could cause lasting harm to marine life. Conservationists therefore want the proposed standards and guidelines postponed rather than opening extensive seabed areas to mining without addressing these environmental risks.

July 2022 — paper 2902/104

Paper codes: 2902/104
Time: Not shown in supplied scan
Instructions: Answer ALL the questions in both sections.

SECTION A (32 marks)

Answer ALL the questions in this section.

Question 1 — 3 marks

List three ways in which good interpersonal relations enhance communication in an organisation.

Model answer

They build trust and willingness to share information.
They encourage listening, cooperation and feedback.
They reduce conflict and misunderstandings.

Question 2 — 4 marks

State four factors that may delay transmission of information in an office.

Model answer

Too many approval or reporting levels.
Failure of communication equipment or networks.
Staff unavailability or workload.
Unclear routing procedures or unsuitable channels.

Question 3 — 3 marks

List three ways of making visual aids used in written communication effective.

Model answer

Use clear, legible labels and an appropriate size.
Select accurate visuals directly relevant to the message.
Use a simple design and explain the visual in the accompanying text.

Question 4 — 3 marks

State three reasons why an appropriate venue is necessary when conducting a meeting.

Model answer

It provides enough space and suitable seating.
It reduces noise and other distractions.
It provides convenient access and the necessary facilities.

Question 5 — 3 marks

List three measures that the writer of a report may take to encourage people to read it.

Model answer

Use a clear title, headings and logical organisation.
Keep language concise and appropriate to the readers.
Present useful information attractively, with a suitable summary and relevant visuals.

Question 6 — 3 marks

State three types of body language that may be used to communicate non-verbally.

Model answer

Facial expressions.
Gestures.
Posture and body movement.

Question 7 — 4 marks

List four documents that may be enclosed in a job application letter.

Model answer

Resume or curriculum vitae.
Copies of academic certificates.
Copies of professional or training certificates.
Relevant testimonials or reference letters.

Question 8 — 3 marks

State three objectives of appraisal interviews.

Model answer

Reviewing performance against agreed objectives.
Identifying strengths, weaknesses and development needs.
Agreeing future goals and improvement actions.

Question 9 — 3 marks

List three ways of engaging the audience when making a presentation.

Model answer

Ask relevant questions and invite responses.
Use familiar examples, stories or demonstrations.
Maintain eye contact and allow appropriate interaction.

Question 10 — 3 marks

List three challenges that may be faced when storing and retrieving information using information communication technology.

Model answer

Loss or corruption of data through faults or malware.
Unauthorised access and privacy risks.
Difficulty accessing records during equipment, power or network failure.

SECTION B (68 marks)

Answer ALL the questions in this section.

Question 11(a) — 12 marks

The company you work for had closed down due to undisclosed reasons which have since been resolved. As the Office Assistant, write a letter to various stakeholders informing them about the re-opening.

Model answer

The company name, address and re-opening date are illustrative; the letter does not speculate about the undisclosed reasons.

Umoja Limited
P.O. Box 100–00100
Nairobi
15 July 2022

To All Stakeholders

Dear Sir/Madam,

RE: RE-OPENING OF THE COMPANY

We are pleased to inform you that Umoja Limited will resume operations on 1 August 2022. The matters that led to the temporary closure have been resolved, and the company is ready to provide its services again.

Our normal office hours and established contact channels will apply from the re-opening date. Staff will assist customers and business partners with outstanding enquiries and explain arrangements for resuming interrupted transactions. Please contact our office if you require clarification about an existing matter.

We appreciate your patience and support during the closure. We also regret the inconvenience caused and assure you of our commitment to dependable service and clear communication.

We look forward to renewing our working relationship with you.

Yours faithfully,
Office Assistant
For Umoja Limited

Question 11(b) — 6 marks

Explain three ways of dealing with hostile interviewers.

Model answer

Remain calm and courteous: a professional tone prevents the exchange becoming confrontational.
Seek clarification: ask respectfully for an unclear or difficult question to be restated before responding.
Give focused, factual answers: address the relevant issue without arguing, making personal accusations or reacting defensively.

Question 12(a) — 10 marks

You have been invited to give a speech to a youth group on “The Importance of Managing Time”. Write the speech that you will deliver.

Model answer

The Importance of Managing Time

Chairperson, invited guests and members of this youth group, good afternoon.

Thank you for inviting me to speak about the importance of managing time. Time is a resource we all receive in equal daily amounts, yet the way we use it greatly affects our progress. Once a moment has passed, we cannot recover it.

Good time management helps us achieve our goals. When we plan our studies, work and personal projects, important tasks receive attention instead of being postponed until the last minute. Completing one task at a time also improves concentration and the quality of our work.

Planning reduces unnecessary pressure. Starting assignments early leaves time to correct mistakes and deal with unexpected difficulties. It also helps us honour appointments and deadlines, building trust with teachers, employers, customers and friends.

Time management supports a balanced life. We should allocate time for learning, earning, family, rest and recreation. Being busy every moment is not the same as being productive; worthwhile priorities matter more than the number of activities we attempt.

How can we improve? Set clear goals, prepare a realistic daily plan and begin with important tasks. Break large projects into smaller steps. Limit distractions, including unnecessary phone use, and learn to decline activities that prevent you from meeting your commitments. Review your progress and adjust your plan when circumstances change.

Dear friends, our future is shaped by repeated daily choices. Let us use today deliberately rather than wait for an ideal tomorrow. With discipline and realistic planning, we can make steady progress while still caring for ourselves and others.

Thank you for listening.

Question 12(b) — 6 marks

Explain three measures that the chair of a meeting may take to encourage active participation by the members in attendance.

Model answer

Invite contributions: use open questions and directly encourage members who have not spoken.
Prevent domination: manage speaking time so that other members have a fair opportunity to contribute.
Create a respectful atmosphere: listen without ridicule, acknowledge useful ideas and keep disagreement focused on the issue.

Question 13 — 16 marks

The management of Auto Limited has noticed several cases of pilferage in the office. As the Assistant Operations Manager, you have been asked to investigate the matter and write a report. Assume that you have completed the investigations and write the report.

Model answer

The findings are assumed for the examination exercise.

AUTO LIMITED

REPORT ON PILFERAGE IN THE OFFICE

To: The Management
From: Assistant Operations Manager
Date: 15 July 2022

1. Terms of reference

Management requested an investigation into repeated office pilferage and recommendations to prevent further losses.

2. Methodology

I examined purchasing, receipt and issue records, compared physical supplies with recorded balances, interviewed staff and inspected access and storage arrangements.

3. Findings

Some supplies were kept in unlocked cabinets accessible to people without responsibility for them. Issues were not consistently recorded or acknowledged. Several staff shared custody and record-keeping duties without clear accountability. Visitor movements were poorly controlled, and discrepancies were not followed up promptly. These weaknesses made losses difficult to detect and investigate.

4. Conclusion

Inadequate custody, documentation and verification controls had created opportunities for pilferage. The investigation identified control weaknesses; individual responsibility should be determined only through an appropriate evidence-based process.

5. Recommendations

Secure supplies and limit access to designated custodians.
Record and authorise every receipt and issue, with acknowledgement by recipients.
Separate approval, custody and recording duties.
Conduct regular independent checks and investigate unexplained differences promptly.
Control visitors and movement of company property.
Explain staff responsibilities and provide a confidential reporting channel.

Submitted by: Assistant Operations Manager

Question 14 — Reading passage

Read the passage below and then answer the questions that follow.

Despite an enviable head start in the agribusiness and manufacturing sectors among the first emerging post-independence economies, Kenya has remained stuck in the agrarian-like era as a producer of raw material. The country is the leading exporter of agricultural produce to the European market, especially of horticultural products and cut flowers. It is also among the top tea producers globally and boasts of high quality coffee. However, the path to industrialization has been far from impressive to the point that farmers cannot enjoy the benefits of the sale of their produce in the global market.

Value addition has been minimal. Leather exports, for example, take the form of unprocessed hides and skins. Producers of hides and skins therefore take home a paltry amount yet the finished leather products play a significant role in the Ksh.10 trillion global industry. By selling to international markets without value addition, Kenya is trapped in low value products and services incapable of obtaining a significant share in the highly competitive global trade. Lack of value addition should not be blamed entirely on the farmers as it includes the whole journey through which a product moves physically from the producer to the end user. Most farmers lack the capacity to grow high quality crops as well as store and transport perishable products. As a result, the farmers lose their right to value addition at harvest when they sell their produce to brokers who then process, package and sell finished products at highly profitable prices. Farmers also lack the ability to create business relationships that efficiently connect into the value chain to increase productivity and add value to their produce.

Many organizations are increasingly using the value chain approach to increase productivity, competitive entrepreneurship and growth of Small and Medium Enterprises (SMEs). These farmers are mainly small holders who belong to SMEs that constitute about 95 percent of all business and create about 30 percent of all jobs annually. They contribute a small percent to Kenya’s GDP. However, more can be done to increase their productivity which can increase competitiveness of agriculture and industrial products.

One of the strategies that can be used to increase competitiveness in the agriculture sector is to modernise and organise farmers into production cooperatives. These cooperatives address the needs of the farmers, create value addition and even market the produce, among other benefits.

Another strategy that can be used is to link farmers to manufacturers who are willing to buy the produce for value addition. Such a move would create markets and minimise post harvest waste that has, for many decades, contributed to the losses that farmers incur due to product deterioration and spoilage.

Further, farmers can be trained on how to store and preserve their produce. Most farmers in Kenya depend on rainfall to grow their crops. This means that their planting and harvesting seasons coincide leading to excess produce. Due to the law of supply and demand, most farmers find themselves with no market to sell their produce. Consequently, a huge percentage of the produce is attacked by pests or is exposed to unconducive storage facilities leading to waste.

Farmers can also be encouraged to diversify their range of products. One of the factors that contribute to low financial income is duplication of similar produce targeting the same market. A diversification strategy would enable farmers to produce a variety of crops, cater for different consumer needs and consequently fetch higher returns. Farmers should also be linked to extension and field officers for expert advice on farming methods because every county has several agricultural officers who often find themselves idle because farmers hardly use their services.

If these strategies are well implemented, the benefits will have multiple effects. They will enable farmers to reap much more from their efforts and Kenya will be more food secure and, eventually, less dependent on imported foodstuff.

Adapted from: ‘People Daily’, 19 November 2019

Question 14(a) — 5 marks

State the meaning of the following words and phrases as used in the passage:

(i) far from impressive;

(ii) take home;

(iii) constitute;

(iv) depend;

(v) multiple effects;

Model answer

Far from impressive: not satisfactory or not particularly good.
Take home: receive or earn.
Constitute: make up or form.
Depend: rely.
Multiple effects: several related consequences or benefits.

Question 14(b) — 3 marks

Outline, according to the passage, the problems that farmers in Kenya face.

Model answer

Limited capacity to grow high-quality crops and store or transport perishable produce.
Low returns from selling raw produce to brokers instead of adding value.
Weak business links and market access, leading to excess produce and avoidable losses.

Question 14(c) — 10 marks

In about 110 words and according to the passage, write a summary on the strategies that can be used to increase competitiveness in the agriculture sector.

Model answer

Agricultural competitiveness can improve by modernising farming and organising producers into cooperatives. These groups can address farmers’ needs, add value and market their produce. Linking farmers with manufacturers provides buyers for processing and reduces post-harvest losses. Farmers also need training in suitable storage and preservation to protect produce when harvests coincide and supply exceeds demand. Diversifying crops reduces duplication in the same market and enables farmers to meet different consumer needs and earn better returns. Finally, stronger links with extension and field officers provide expert advice on production methods. Applying these connected strategies can improve productivity, market access and value addition while reducing avoidable waste.

November 2022

Paper codes: 2903/104
Time: Not shown in supplied scan
Instructions: Answer ALL the questions in both sections.

SECTION A (32 marks)

Answer ALL the questions in this section.

Question 1 — 3 marks

State three advantages of storing information in electronic form.

Model answer

Fast searching and retrieval.
Less physical storage space.
Convenient duplication, backup and sharing.

Question 2 — 4 marks

List four types of interviews that may be conducted in an organization.

Model answer

Selection interviews.
Appraisal interviews.
Disciplinary interviews.
Exit interviews.

Question 3 — 3 marks

Outline three situations when visual aids may be used in communication.

Model answer

When comparing figures or showing trends.
When explaining the appearance or layout of an object or place.
When demonstrating the stages of a procedure.

Question 4 — 4 marks

State four ways in which a chairperson can make a meeting successful.

Model answer

Use clear objectives and follow the agenda.
Keep discussion relevant and manage time.
Encourage fair participation and maintain order.
Clarify decisions, responsibilities and follow-up actions.

Question 5 — 3 marks

Outline three reasons why informal communication is encouraged in an organization.

Model answer

It builds friendly working relationships.
It allows quick exchange of routine information and feedback.
It enables staff to express concerns and ideas more freely.

Question 6 — 2 marks

State two roles of public relations in an organization.

Model answer

Building and maintaining goodwill with stakeholders.
Managing the organisation’s reputation through information and responsive communication.

Question 7 — 3 marks

State three ways in which ineffective communication may affect an organization.

Model answer

Errors, delays and reduced productivity.
Conflict and poor staff morale.
Damaged customer relationships and reputation.

Question 8 — 3 marks

Outline three benefits of observing protocol when communicating in the office.

Model answer

It recognises appropriate authority and responsibility.
It promotes orderly routing of official information.
It shows respect and reduces avoidable conflict.

Question 9 — 4 marks

Outline four factors to consider when using the telephone to communicate.

Model answer

Suitability of the message for a spoken call.
Appropriate timing and the receiver’s availability.
Privacy, noise and other conditions affecting the conversation.
Connection reliability and the cost or expected duration of the call.

Question 10 — 3 marks

State three uses of reports in an organization.

Model answer

Providing information for decisions and planning.
Recording investigations, findings and recommendations.
Monitoring performance and accounting for activities.

SECTION B (68 marks)

Answer ALL the questions in this section.

Question 11 — 16 marks

You work as the Sales Officer for Baraka Wholesalers. In the last three months, sales have gone down by 15%. The Manager has instructed you to investigate the matter and write a report with recommendations. Assume you have completed your investigations and write the report.

Model answer

The 15% decline comes from the question; the investigation findings are assumed for the model report.

BARAKA WHOLESALERS

REPORT ON THE DECLINE IN SALES

To: The Manager
From: Sales Officer
Date: 15 November 2022

1. Terms of reference

I was instructed to investigate the 15% decline in sales over the last three months and recommend corrective measures.

2. Methodology

I reviewed sales and stock records, compared selected prices with competing offers and interviewed customers, sales staff and delivery personnel.

3. Findings

Several frequently requested products were unavailable, causing customers to buy elsewhere. Some competing wholesalers offered more attractive prices or terms on comparable goods. Delayed deliveries and slow responses to enquiries had weakened customer satisfaction. Promotion had been limited, and some customers did not know about available products. Staff had no consistent procedure for following up inactive accounts and unresolved complaints.

4. Conclusion

The decline reflected weaknesses in availability, competitiveness, customer service and promotion. Recovering sales requires coordinated improvements rather than discounts alone.

5. Recommendations

Review demand and replenishment levels for frequently requested goods.
Compare total market offers regularly and adopt sustainable competitive pricing.
Improve order processing and delivery scheduling.
Train sales staff in prompt, courteous service and complaint resolution.
Use suitable targeted promotion and contact inactive customers.
Set clear improvement targets and review sales, availability and customer feedback monthly.

Submitted by: Sales Officer

Question 12(a) — 6 marks

Explain three challenges associated with using a mobile phone during a virtual meeting.

Model answer

Unreliable connectivity: weak signals or interruptions can break the discussion and cause missed contributions.
Limited screen and controls: small displays make shared documents, multiple participants and detailed presentations difficult to follow.
Power and data limitations: a low battery, costly data or insufficient data allowance can prevent full participation.

Question 12(b) — 10 marks

Your friend has been invited for an interview that will take place in the next 14 days and has approached you for tips on how to prepare for it. Outline five tips you would give him or her.

Model answer

Research the organisation and position so that answers relate to the employer’s needs.
Review the application, qualifications and examples of relevant experience.
Practise answering likely questions and prepare sensible questions to ask.
Organise required documents, suitable clothing and any necessary presentation material.
Confirm the date, venue or online arrangements and plan to arrive or connect in good time.

Question 13(a) — 6 marks

You have been invited as a guest speaker during the launch of a new company product. Explain four barriers that may prevent you from making an effective presentation.

Model answer

Inadequate preparation: weak knowledge of the product or an unorganised message can make the presentation inaccurate or unclear.
Language mismatch: jargon or unfamiliar language may prevent the audience from understanding.
Physical or technical interference: noise, poor sound or failed equipment can prevent the message reaching listeners.
Anxiety or poor audience connection: nervous delivery and failure to recognise the audience’s needs can reduce attention and credibility.

Question 13(b) — 12 marks

Samburu Supermarkets Ltd intends to open new branches in Voi and Emali towns in the next three months. As the General Manager, write a circular letter to all stakeholders informing them about this development.

Model answer

The address and specific planned opening date are illustrative for the examination letter.

Samburu Supermarkets Ltd
P.O. Box 100–00100
Nairobi
15 November 2022

To All Stakeholders

Dear Sir/Madam,

RE: OPENING OF NEW BRANCHES IN VOI AND EMALI

We are pleased to inform you that Samburu Supermarkets Ltd intends to open new branches in Voi and Emali within the next three months. The planned opening date is 15 February 2023.

This expansion is intended to bring our products and services closer to customers in these towns and their surrounding areas. The branches will provide a convenient shopping experience and strengthen our relationships with customers, suppliers and the local communities.

Preparations are in progress, and further details of the premises and opening arrangements will be communicated before the launch. Stakeholders who require clarification or wish to discuss arrangements relating to the expansion may contact the General Manager’s office.

We appreciate your continued support and look forward to working with you as we extend our services.

Yours faithfully,
General Manager
Samburu Supermarkets Ltd

Question 14 — Reading passage

Read the passage below and then answer the questions that follow.

Ordering food online is growing in popularity with consumers and restaurants. Consumers have embraced this practice because of its ease and speed in delivery. Current lifestyles and the pace of life have made it a bit difficult for many households to make proper meals. Lack of time due to tight office schedules also makes it impossible for one to go out for dinner or lunch. In this kind of scenario, food delivery services become the better option as orders can be placed over a call, mobile applications or directly through web-portals of restaurants and the various online delivery companies. Often, a flat delivery fee is charged to the customers regardless of the amount of food ordered. In most cases, delivery charges are waived as a way of attracting customers.

There are two distinct types of food delivery services; the restaurant prepared food delivery and grocery services. Food delivery is an on-demand service that has largely disrupted the traditional market where customers must physically visit a restaurant to take a meal. Ordering food online has three basic components of a meal experience – ordering, cooking and delivery. Grocery services have seen a sudden spike during the COVID-19 pandemic, and the trend is expected to continue.

The food delivery service has several advantages. To start with, the service gives a variety of options to choose from at the comfort of one’s location. This is because it is possible to choose a favourite dish from a wide range of restaurants. One can also compare the prices and popularity ratings of the restaurants before ordering. This gives the buyer an opportunity to get a better deal. Furthermore, it is cost-effective to order food given that the customer cuts on travelling expenses and saves on time. Most food outlets offer attractive deals from time to time, and customers take advantage of the discounts available, which further reduces expenses. Moreover, placing an order is relatively easy since all a customer needs is a smartphone. One can also conveniently pay using cards, net banking, or even cash on delivery. The online payment processes are secured with valid certification hence it becomes safe to use. Customers involved in online buying for the first time do not have to be afraid since tutorial videos are available. These enable them to get familiar with the process of placing orders.

With more customers opting to order food online, the business is becoming competitive and challenging at the same time. Thus, identifying these challenges and addressing them appropriately will greatly help businesses prosper. Fluctuating market prices have posed a serious challenge in this business as a result of the unpredictable cost of raw materials used to prepare the food. Therefore, getting the right prices and maintaining customers’ attention becomes a big problem. High operational costs such as paying for electricity, water, labour and licenses further affect the profitability of online businesses.

The high flow of online orders makes it difficult to adhere to and maintain quality standards of the food prepared. This causes businesses to compromise on the quality of food, resulting in multiple complaints from dissatisfied customers. These businesses also face logistic challenges such as allocating the right staff and number of vehicles to make timely deliveries to various locations while still ensuring proper quality of the food. Although the business has gained popularity, many people still shy away from using the online service because they are conservative. Lastly, the online food delivery service is mainly available to the urban population cutting off those living in the rural areas.

The potential of the online food delivery industry is endless. With the right technology and a customer-centric service approach, restaurants and food delivery businesses can succeed in today’s highly competitive market. Likewise, to grow and sustain their businesses, many restaurants will have to embrace this trend as the online food delivery service is rapidly gaining acceptance.

Adapted from: www.insights-blog-food-delivery.info.org, 6 May 2021

Question 14(a) — 4 marks

State the meaning of the following words and phrase as used in the passage.

(i) households

(ii) options

(iii) fluctuating

(iv) customer-centric

Model answer

Households: people living together as a domestic unit or home.
Options: available choices or alternatives.
Fluctuating: repeatedly rising and falling or changing.
Customer-centric: focused on customers’ needs and experience.

Question 14(b) — 9 marks

In about 120 words, and according to the passage, write a summary on the advantages of online food delivery services.

Model answer

Online food delivery lets customers choose favourite meals from many restaurants without leaving their location. They can compare prices and popularity ratings before ordering, helping them obtain better deals. Delivery saves travelling expenses and time, making it convenient for people with busy schedules. Discounts and occasional waivers of delivery charges reduce costs further. Ordering is straightforward through calls, mobile applications or restaurant and delivery websites, while a smartphone provides convenient access. Customers can pay by card, online banking or cash on delivery. According to the passage, certified payment processes improve transaction security. Tutorial videos also guide first-time users through ordering. Together, these features provide choice, convenience and accessible support while reducing the effort involved in obtaining meals.

Question 14(c) — 5 marks

Highlight, according to the passage, the challenges experienced in the online food business.

Model answer

Unpredictable raw-material prices make pricing and customer retention difficult.
High operating expenses reduce profitability.
Large order volumes make food-quality standards difficult to maintain.
Staffing and vehicle-allocation problems hinder timely, good-quality deliveries.
Conservative customers hesitate to use the service.
Limited rural availability excludes potential customers.

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