IB Business and Management IA example: To what extent does Coca-Cola's innovative marketing strategies in branding, pricing, and product innovation contribute to its competitive edge over PepsiCo in the global soft drinks market?

Exemplars

Review

HOT

Tutoring

Research question

Business and Management-SL

Grade

5

Fully verified

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Session

May 2025

Current Syllabus

Examiner's summary

Criterion A

3/5

The student effectively identifies the key concept of change in their IA, focusing on Coca-Cola's marketing strategies and their adaptation to consumer preferences and market conditions. The key concept is clearly indicated on the title page and is consistently referenced throughout the essay. The research question addresses future implications of Coca-Cola's strategies, and the investigation is centered around the single business of Coca-Cola, providing relevant background information and outlining the competitive issues it faces. Furthermore, the student describes the methodology used, including secondary data and analytical frameworks, although they need to improve the connection between the key concept of change and their analysis in the BCG Matrix section for a more cohesive argument.

Criterion B

2/4

The student includes three supporting documents that analyze Coca-Cola's marketing strategies and competitive position against PepsiCo, meeting the requirement of including three to five supporting documents. These documents are contemporary, published within the last three years, and provide relevant insights into Coca-Cola's competitive strategies. Additionally, the student has assessed the validity and reliability of the supporting documents, referencing credible sources such as financial reports and market research platforms. However, the student did not attach the supporting documents, which makes several other subcriteria not relevant.