Answering 17-mark questions (DP IB Business Management): Revision Note
Recommend Questions
In recommend questions, you need to weigh up a range of options and recommend a plan of action for a business to achieve a specific objective
Example
Examiner Tips and Tricks
First of all, spend ten minutes reading the whole case study
Although you have seen the first few paragraphs, this is the first time you will have read the case study in its entirety
Pick out and mentally define key terms
Review data in tables and graphs
Identify key themes that emerge
Case Study
GlideTech Industries (GTI)
Resource 1: Background of the Business
GlideTech Industries (GTI) is a Swedish company that designs and manufactures high-performance electric scooters for urban commuters. Founded in 2014 by mechanical engineer Erik Lindström, GTI has positioned itself as a premium brand, combining innovative design with sustainability. Its flagship product, the GlideOne Pro, features a lightweight frame, extended battery life, and app-based tracking, appealing to young professionals.
GTI operates in five European markets, including Sweden, Germany, and France, generating 35% of its $65 million revenue from exports. However, the global electric scooter market is highly competitive, with major brands like ZoomRider and EcoScoot dominating. GTI has struggled to expand beyond Europe due to limited marketing budgets, weak international brand recognition, and a lack of distribution networks.
The company employs 400 staff, including engineers, sales representatives, and a small marketing team. Its hierarchical structure centralises decision-making under Erik Lindström, who adopts a democratic leadership style. Erik involves employees in key decisions, encouraging collaboration and innovation. GTI is known for quality but faces challenges adapting marketing strategies to Asia and North America, where consumer preferences and price sensitivity differ.
Figure 1: GlideTech Industries product example
Table 1: Financial Data (2024)
Metric | Value |
|---|---|
Revenue | $65 million |
Export Revenue | $22.75 million |
Cost of Sales | $48 million |
Operating Expenses | $13.5 million |
Net Profit | $3.5 million |
Profit Margin | 5.4% |
Resource 2: CEO Report
GTI has significant growth opportunities in the global electric scooter market, which is expected to grow by 8% annually over the next five years. Key barriers include limited brand recognition in Asia and North America, where price sensitivity is higher than in Europe. To increase global market share, the following strategies are being considered:
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Resource 3: Summary of Minutes from a Management Meeting (September 2025)
Key points discussed:
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Resource 4: Internal Email from the Marketing Manager
Resource 5: Industry Overview
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Table 2: Competitor Analysis
Competitor | Market Share | Strengths | Weaknesses |
|---|---|---|---|
ZoomRider | 20% | Low-cost models, strong after-sales service in Asia | Limited presence in Europe |
EcoScoot | 15% | Strong North American presence, innovative digital campaigns | Higher product prices compared to peers |
SwiftWheels | 3% | Niche market player focusing on ultra-light scooters | Limited global distribution network |
UrbanGlide | 12% | High-performance models similar to GlideTech’s offerings | Lacks innovation in app-based features |
Resources 1-5 and Tables 1-2 are required to answer this question.
Using the resources provided, recommend a course of action for GlideTech Industries (GTI) to increase its global market share over the next five years. Justify your recommendation.
Examiner Tips and Tricks
Your response should include at least three actions the business should take
You need to analyse both the advantages and disadvantages of each suggested action
You must refer to a business model or theory, preferably for each action you suggest
You need to use information from the case study in your analysis of each suggested action
You will need to organise your suggestions into a plan of action
Suggest the order in the suggestions should be implemented, with reasoning
Ensure you explain how this plan of action will achieve the stated objective, such as increasing global market share over the next five years
Solution
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Applying the markscheme
Your mark is determined according to the level of response you present
The 17-mark question is assessed using a distinct set of assessment criteria
Criterion A: Use of resource materials [4 marks]
Effective use of the resource materials provided to support the recommended plan of action
Criterion B: Business management tools and theories [4 marks]
Application of appropriate business management tools and theories to the plan of action
Criterion C: Evaluation [6 marks]
Evaluation of the expected impact of the plan of action on relevant areas of the business
Criterion D: Sequencing of ideas and plan of action [3 marks]
Coherent sequencing of ideas and a plan of action
Assessment Grid
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