IB Business Management HL Extended Essay Example

The student states a clear, business-focused research question and keeps the investigation anchored to a specific company and market.

The student's topic stays relevant to the question for most of the report, especially when distinguishing short-term sales effects from longer-term loyalty.

The student selects appropriate business tools and sources for the investigation and gives some justification for their use.

The method needs more detail about how the primary research was carried out and why the sample can be trusted.

Some parts of the discussion drift toward pricing and competition more generally rather than staying tightly focused on loyalty.

The research design would be stronger if the student explained the exact survey and interview procedures more transparently.

The student demonstrates a clear understanding of promotional pricing, brand loyalty, and related concepts such as buyer power, brand equity, and price elasticity.

The student uses source material that is mostly relevant to the case and often connects theory to the PZ Cussons context.

The student's terminology is generally accurate and helps make the argument understandable.

Some concepts are not applied with full precision, especially where pricing strategies are classified too broadly or asserted without enough support.

Several important claims are not backed by sufficiently traceable evidence, which weakens the strength of the student's source application.

The student's use of terminology is mostly accurate, but some explanations would benefit from tighter definitions and clearer justification.