IB Business and Management IA example: To what extent is Starbucks’ green marketing an effective strategy in building its brand equity in the coffee industry?

Exemplars

Review

Tutoring

Schools

Research question

Business and Management-SL

Fully verified

November 2024

Current Syllabus

Examiner's summary

Criterion A

3/5

The student has identified the key concept of sustainability, exploring it through Starbucks' green marketing initiatives and their implications for brand equity in the coffee industry. The key concept was not clearly indicated on the title page. The student focused solely on Starbucks, providing relevant background information and outlining the issue of sustainability in relation to consumer perceptions and brand equity. However, the student did not include a methodology section to explain the investigation process, despite successfully analyzing the connection between green marketing and the organization throughout the IA.

Criterion B

3/4

The student included three supporting documents that are contemporary, having been published in 2023, thus meeting the requirement for relevance. Each document is clearly labeled, allowing for easy identification, and they provide a range of ideas and views regarding Starbucks' green marketing strategies. Furthermore, the student effectively highlighted relevant parts of the documents in the assessment. However, the student does not provide an assessment of the validity and reliability of the supporting documents, which is a noted deficiency in the submission.