Generic answers that could apply to any firm or industry — the single biggest cause of capped marks in 9EB0
“Responses that could apply to any industry or market are likely to be generic and can only score a maximum of 2 marks. Always ensure there are two separate pieces of application used in the response.”— 9EB0 Paper 1, June 2023
How to fix: Every 'Explain' question needs TWO distinct pieces of application drawn from the firm/sector in the extract — e.g. specific market share figures, named competitors, monthly download counts, capacity numbers. Naming the firm in the question is NOT application because it appears in the question itself. Treat 4-mark explain as a sandwich: Knowledge + Application 1 + Application 2 + Analysis = 4 sentences = 4 marks.