IB Business Management HL Internal Assessment Example

The student connects the key concept directly to Ray-Ban’s strategic changes in products, pricing, promotion, and targeting.

The student shows clear analytical awareness of the difference between evolutionary and more radical change.

The student uses specific examples such as the A$AP Rocky partnership, new products, and fashion-event promotion to make the concept concrete.

The student recognizes strategic trade-offs, especially the tension between attracting younger consumers and protecting heritage brand loyalty.

The student's explanation of the key concept sometimes stays at the level of naming change rather than defining its nature and scope.

Some claims about the extent of change are not fully developed with evidence.

The student could evaluate more carefully which changes are substantive and which are mainly symbolic or promotional.

The student includes a relevant comparison table that supports the pricing and positioning argument.

The document chosen is directly connected to the claim that the collaboration range sits above classic Ray-Ban products and closer to a premium offer.

Only one actual supporting document is clearly presented in the appendix.

The evidence has limited depth and range, and it does not substantiate all of the main claims made in the investigation.

The source details and comparative justification could be clearer and more complete.