The student has successfully identified the key concept of "creativity" and aligned it well with the focus on innovative marketing strategies for Sephora to increase sales. The key concept is clearly indicated on the title page, fulfilling the requirement. The research question is forward-looking and focuses on strategies Sephora could implement to enhance its sales, which fits the scope of the IA. The IA is thoroughly focused on Sephora, with consistent references to its marketing strategies and business environment, and any mention of broader industry trends is well-connected to Sephora, providing relevant context for the analysis. The student has also provided sufficient background information about Sephora’s history, global presence, and product offerings to provide context for the investigation. Additionally, the student has clearly defined the issue in the introduction and methodology sections, with a strong focus on marketing strategies to enhance sales, and effectively outlined the methodology used to investigate this issue. Throughout the IA, the student consistently connects the key concept of creativity to Sephora’s marketing strategies, particularly in the analysis of opportunities and the decision tree.
