IB Business Management SL Extended Essay Exemplar: To what extent have Prime’s marketing strategies led to its success?

The research question is clearly stated, sharply focused and consistently linked to the analysis throughout the essay.

The introduction and theoretical framing effectively communicate the topic and scope, using relevant Business Management frameworks.

The topic is communicated accurately and coherently, with comprehensive background on Prime and justification of its significance.

A generally appropriate range of internal and external sources is used, and initial evaluation of relevance and limitations is demonstrated in the source table.

Source selection shows uneven academic rigor, relying in places on journalistic or anecdotal materials without systematic triangulation.

Transitions back to the research question (e.g., when introducing Ansoff’s Matrix) are sometimes less explicit, weakening the focus.

The conclusion stops short of giving a definitive statement on the extent to which marketing strategies drove Prime’s success.

Methodology description lacks depth on how sources were critically evaluated for reliability and bias.

Business Management terminology (e.g., cost leadership, USP, product life-cycle) is used accurately and consistently.

Quantitative data (sales figures, ad costs, market share) are integrated with theory, demonstrating relevant application of source material.

Figures and strategic diagrams (Ansoff’s Matrix, Porter’s Generic Strategies) are correctly presented and labeled, showing clear conceptual understanding.

Subject knowledge of strategic and ethical marketing concepts is clear and coherent throughout the discussion.

Several key data points rely on non-peer-reviewed blogs or secondary commentary without triangulation from primary financial reports.

Some claims (e.g., 50% sales decline) lack precise citation, reducing transparency of evidence.

Charts and tables lack brief notes on data collection methods or margins of error, limiting critical appraisal of source reliability.

The ownership details and FDA guideline references depend on a single secondary source and would benefit from more authoritative documentation.