Practice IB Business Management Topic 4.4 Market Research with authentic exam-style questions for both SL and HL students. This question bank focuses on the exact syllabus content for 4.4 Market Research and mirrors Paper 1, 2, 3 style where relevant.
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LuminaCare is a Ghana-based, for-profit social enterprise that manufactures solar-powered medical devices for rural clinics and maternal health centers across Sub-Saharan Africa. Its flagship product is a solar fetal heart monitor, which allows midwives to detect complications during pregnancy without relying on grid electricity. The company raised seed capital from impact investors but has now reached an inflection point: demand has grown by 300%, and LuminaCare must decide whether to pursue a $2.5M Series A equity round or take on $1.2M in concessional debt from a development bank.
With reference to Resource 3, describe one HR issue that may be impacting LuminaCare’s ability to scale sustainably.
Explain one financial challenge and one marketing challenge LuminaCare may face if it accepts the concessional loan.
Using the resources and relevant business management tools and theories, recommend a plan of action for LuminaCare over the next five years. Your plan must make a clear recommendation on financing (choose Series A now, choose the concessional loan now, or propose a staged sequence using both at different times) and justify your choice.
BeanBar Ltd.
BeanBar Ltd. is a medium-sized company that sells gourmet coffee beans online and in retail stores. The business recently launched a new premium coffee blend and carried out primary market research to better understand customer preferences before the launch. The findings helped inform the company's updated marketing plan, which included promotional discounts and revised packaging.
Although initial sales were strong, the marketing manager is concerned that poor internal communication between the finance and sales teams may be affecting financial performance. The finance team has noted rising costs, while the operations team wants to reinvest in product development.
Table 1 shows selected financial data for the past two months.
Table 1: Selected financial data for BeanBar Ltd. for 2024
| Item | Month 1 ($) | Month 2 ($) |
|---|---|---|
| Revenue | 100,000 | 90,000 |
| Cost of sales | 40,000 | 42,000 |
| Expenses | 30,000 | 35,000 |
| Net profit | ? | ? |
| Current assets | 60,000 | 50,000 |
| Current liabilities | 30,000 | 40,000 |
Calculate the net profit for Month 1 and Month 2. Show all your working.
Calculate the current ratio for Month 2. Show all your working.
Explain one reason why a fall in net profit might concern the finance team.
Identify one method of primary market research.
Outline one problem that may arise from poor internal communication between departments.
FrostFuel Ltd.
FrostFuel Ltd. is a company that produces natural, energy-boosting frozen fruit smoothies. As part of its launch strategy for a new tropical flavour line, the marketing team conducted primary market research using focus groups and in-store product sampling. Based on the results, they developed a marketing plan targeting university students and young professionals in urban areas.
The operations team is choosing between two potential factory sites:
To assess the product's financial viability, the finance team produced the following break-even data based on estimated sales and production costs.
Table 1: Break-even data for FrostFuel Ltd.'s new tropical smoothie
| Item | Value |
|---|---|
| Selling price (SP) | $22.72 per unit |
| Variable cost (VC) | $9.09 per unit |
| Fixed costs (FC) | $30,000 per period |
Output is measured in units per period; costs/revenue are measured in $ per period.
Using the break-even data in Table 1, calculate the break-even level of output and state what it represents.
Explain one reason why market research was important before launching the new product.
Outline one factor from the information given that FrostFuel Ltd. should consider when choosing between Location A and Location B.
Explain one way a marketing plan supports a successful product launch.
Using the data provided, calculate the profit FrostFuel Ltd. would earn if it sells 10,000 units. Show all your working.
Global Solar Solutions (GSS)
Three years ago, electrical engineer and entrepreneur Nadira Khan founded Global Solar Solutions (GSS) as a social enterprise in Morocco. Her goal was to provide affordable, modular solar lighting kits to off-grid rural communities. These kits, manufactured at GSS’s urban facility, include rechargeable LED lights and mobile charging ports. GSS reinvests 100% of profits into R&D and local hiring.
GSS operates in partnership with local NGOs and community councils. Its workforce includes 40 technicians and 20 community trainers who educate households about solar usage and maintenance. GSS applies lean production, Kaizen, and maintains a strong internal emphasis on quality control and after-sales support.
With reference to business management motivation theory, describe one need that GSS satisfies for rural households requiring solar lighting.
Explain one human resource challenge and one operations challenge GSS may face if it accepts the DRD expansion contract.
Using all the resources provided and your knowledge of business management tools and theories, recommend a possible plan of action for GSS over the next five years.
BioNatura Ltd.
BioNatura Ltd. produces plant-based cosmetic products made from ethically sourced ingredients. The company targets environmentally conscious consumers who value transparency and sustainability. Following market research, BioNatura adjusted several elements of its marketing mix, including packaging, pricing, and distribution strategy, to better appeal to Gen Z consumers.
To track financial performance and inform its next marketing plan, the finance department has compiled partial data for the end of Q2 2024. A new intern has been asked to complete the statement of financial position shown in Figure 1.
Table 1: Financial data for BioNatura Ltd. – as at 30 June 2024
| Item | Amount ($) |
|---|---|
| Property, plant and equipment | 130,000 |
| Accumulated depreciation | (30,000) |
| Cash | 20,000 |
| Debtors | 25,000 |
| Stock | 35,000 |
| Bank overdraft | 10,000 |
| Trade creditors | 18,000 |
| Short-term loan | 22,000 |
| Long-term loan | 60,000 |
| Share capital | 90,000 |
| Retained earnings | (20,000) |
Figure 1: BioNatura Ltd – Statement of financial position as at 30 June 2024 (incomplete)
Figure 1: BioNatura Ltd – Statement of financial position (incomplete)
As at 30 June 2024
| Item | $ |
|---|---|
| Non-current assets | |
| Property, plant & equipment | 130,000 |
| Accumulated depreciation | (30,000) |
| Net non-current assets | ____________ |
| Current assets | |
| Cash | 20,000 |
| Debtors | 25,000 |
| Stock | 35,000 |
| Total current assets | ____________ |
| Total assets | ____________ |
| Current liabilities | |
| Bank overdraft | 10,000 |
| Trade creditors | 18,000 |
| Short-term loan | 22,000 |
| Total current liabilities | ____________ |
| Non-current liabilities | |
| Long-term loan | 60,000 |
| Total liabilities | ____________ |
| Net assets | ____________ |
| Equity | |
| Share capital | 90,000 |
| Retained earnings | (20,000) |
| Total equity | ____________ |
Explain how BioNatura’s market research helped inform recent changes to its marketing mix.
Identify one element of the marketing mix that BioNatura has changed to help reach its target audience.
Using Table 1, calculate the missing fields in the statement of financial position shown in Figure 1. Show all your working.
Calculate BioNatura’s current ratio and acid test ratio. Show all your working.
Comment on what the liquidity ratio results imply about BioNatura Ltd.’s short-term financial position.