IB Business and Management IA example: To what extent is Dunkin’s change in branding strategy effective in increasing their profitability in the United States?

Exemplars

Review

Schools

Research question

Business and Management-HL

Fully verified

November 2024

Current Syllabus

Examiner's summary

Criterion A

4/5

The student has successfully identified the key concept of change, which is clearly indicated on the title page of the IA. The research question revolves around Dunkin's branding strategy, though it currently addresses a present issue rather than focusing on past or future implications. The student has centered the analysis on Dunkin’, providing relevant background information and a clear outline of the problem under investigation. Furthermore, the methodology is well explained, and the connection between the key concept and Dunkin’s operations is consistently analyzed throughout the IA. Overall, the student has effectively demonstrated an understanding of the key concept and its relevance to the chosen business.

Criterion B

3/4

The student included four supporting documents in the IA, which effectively explored various aspects of Dunkin's rebranding strategy, enhancing the analysis of its impact on profitability. Each document is clearly labeled, allowing for easy reference and organization throughout the work. The supporting documents are relevant and sufficiently in-depth, presenting a range of ideas and perspectives regarding the topic. However, there is no assessment of the validity and reliability of these documents, which is a notable omission in the methodology. Additionally, the attachments of the supporting documents were not provided, making it impossible to evaluate their contemporaneity or specific content details.