IB Business Management IA HL: 60 Examples and Guidance (2025)

The International Baccalaureate (IB) program offers a variety of assessments for students, including Internal Assessments (IAs), which are pieces of coursework marked by students’ teachers. The Business Management HL IA is an assessment designed to test students' understanding of the material they have learned in their business management course and their ability to conduct independent research. The investigation should be a self-directed study that demonstrates the student's ability to understand and analyze a specific, real-world business issue.

The IB has updated the Business Management syllabus for students beginning the course in 2024. The key changes include a greater emphasis on sustainability, ethics, and digital transformation. This update requires students to integrate these themes into their IA, reflecting the evolving business landscape. Additionally, students are now encouraged to focus on emerging industries and the impact of global trends.

Students should note that the Standard Level and Higher Level Internal Assessments for Business Management are quite different. In HL, students are expected to carry out their own investigation to curate primary research, while SL students only need to write a written commentary. Check out our separate article for guidance on the SL IA!

What is the IB Business Management IA?

The HL internal assessment is a research project that allows students to demonstrate the application of their skills and knowledge to business issues or decision-making.

Students are required to:

• design and undertake research that either addresses an issue facing a business organization or a range of organizations or analyses a decision to be made by a business organization or range of organizations
• select a real business organization or a range of organizations and a real issue or decision under investigation
• base their research project on primary research they gather from the organization investigated (secondary research may be used as support)
• provide a title for the research project that, to give focus and direction, must be framed as a question
• produce a research proposal (of maximum 500 words), including an action plan, to be used as the primary planning document
• produce a written report that does not exceed 2,000 words
• write the report in a style and format of a useful working document for management.

The word count does not include the title page, acknowledgements, contents page, executive summary, tables of statistical data, diagrams or figures, equations, citations, references, bibliography, and appendices.

Sustainability and Ethics in Business Management IAs

The 2024 syllabus update places a strong emphasis on sustainability and ethical business practices. Students must consider how businesses navigate the balance between profitability and social responsibility. This includes analyzing the impact of corporate actions on communities, the environment, and future generations.

60 Example Investigation Questions

When formulating a research question, it's important to ensure it is forward-looking and aimed at a current issue or decision still relevant to the business organization(s). Avoid focusing on descriptive aspects of something already finished, and instead, aim to make recommendations for future action. Seeking guidance from the teacher in crafting an appropriate research question can be beneficial.

You should check before you get started that your chosen organization has information which is accessible to you. Otherwise, you will not be able to get the data necessary to create a meaningful IA. You should also bear in mind that, if your EE is also in Business Management, your IA should be on different syllabus content. Now here are 60 example investigation questions written by our expert IB Business Management tutors.

1. How is Tesla addressing the challenges of scaling up production while maintaining sustainability goals?

Tesla’s innovative approach to balancing production scale with sustainability relies on leveraging cutting-edge technology and renewable energy sources. Key to their strategy is their commitment to vertical integration, including their Gigafactories, which streamline production and reduce carbon emissions. Data analysis using models like SWOT and PESTEL highlights their opportunities for growth and challenges posed by supply chain constraints and market competition.

• Collect secondary data from Tesla’s financial reports and industry research to track production trends and sustainability efforts.
• Analyse external factors such as regulations and resource availability using tools like PESTEL.
• Evaluate Tesla’s business model, particularly their innovations in renewable energy and marketing strategies.

2. What has been the long-term impact of Disney's acquisition of 21st Century Fox on its content strategy and market dominance?

Disney’s acquisition of 21st Century Fox was a pivotal move that reshaped its content strategy and bolstered its dominance in the entertainment industry. The merger expanded Disney’s content library, significantly enhancing the appeal of its streaming service, Disney+, and providing an edge in global market competition. Analysing pre- and post-merger performance data reveals shifts in revenue streams and strategic positioning.

• Evaluate the objectives of the merger, focusing on expanding Disney’s content portfolio.
• Compare financial data and market performance before and after the acquisition.
• Investigate the role of Disney+, examining how the merger enabled a robust streaming strategy.

3. How does Apple's supply chain management contribute to its competitive advantage?

Apple’s supply chain is a cornerstone of its business strategy, ensuring efficiency, product quality, and profitability. Through strong supplier relationships, precise inventory management, and optimised logistics, Apple maintains a high standard of operational performance. By analysing supply chain management practices, insights can be gained into Apple’s ability to sustain its competitive edge in a dynamic market.

• Examine supplier relationships, including Apple’s approach to exclusivity and innovation.
• Review inventory management practices, highlighting how Apple minimises waste while meeting demand.
• Analyse logistics efficiency, focusing on cost savings and speed of delivery.

4. What impact did Microsoft's acquisition of LinkedIn have on its strategic positioning in the business software market?

Microsoft’s acquisition of LinkedIn has been instrumental in strengthening its ecosystem within the business software market. The integration enhanced Microsoft’s cloud-based products, improved customer insights, and created synergies with platforms like Dynamics 365. A detailed study of pre- and post-acquisition metrics showcases the alignment of LinkedIn’s professional network with Microsoft’s broader strategic goals.

• Evaluate the strategic rationale for the acquisition, focusing on ecosystem expansion.
• Review performance metrics, including LinkedIn’s revenue growth and market penetration.
• Identify synergies realised, particularly in product integration and user engagement.

5. How effective is Samsung's diversification strategy in mitigating risk and promoting growth?

Samsung’s diversification strategy has been crucial in managing risks and driving growth across industries such as electronics, semiconductors, and appliances. Each segment contributes to Samsung’s overall revenue and mitigates the impact of market volatility in any single sector. Tools like the BCG Matrix can be used to evaluate the relative strengths of these segments and their role in shaping Samsung’s long-term strategy.

• Analyse Samsung’s performance across multiple sectors, such as semiconductors and consumer electronics.
• Use the BCG Matrix to assess the growth potential of various business segments.
• Examine the impact on risk mitigation, particularly during periods of economic uncertainty.

6. What factors have contributed to Netflix's dominance in the streaming services market?

Netflix's dominance stems from its innovative strategies, extensive content library, and customer-centric approach. By leveraging advanced algorithms, it provides highly personalised recommendations, enhancing user experience. The company’s global expansion, supported by strong partnerships and localised content, has solidified its market leadership.

• Evaluate the role of technology in personalising user recommendations.
• Analyse Netflix’s pricing model, focusing on its adaptability across markets.
• Investigate its localised content strategy and impact on global audience engagement.

7. How has Amazon's business model contributed to its competitive advantage in the retail sector?

Amazon’s business model is built on a robust value proposition, a vast logistics network, and unmatched technological integration. The synergy between its customer focus and innovative practices ensures efficient delivery and high satisfaction. Additionally, Amazon’s diversified revenue streams, including AWS, provide financial stability and fuel further expansion.

• Examine key resources, such as Amazon’s logistics infrastructure and technological platforms.
• Analyse revenue streams, including the significance of AWS in diversifying income.
• Review customer focus strategies, highlighting their role in maintaining loyalty.

8. How effective is Coca-Cola's global marketing strategy in promoting its brand and products?

Coca-Cola’s marketing success lies in its ability to tailor campaigns to resonate with diverse cultures while maintaining a consistent global brand image. Its use of creative advertising, strategic sponsorships, and cultural sensitivity drives customer engagement and brand loyalty across regions.

• Investigate region-specific promotions, focusing on cultural adaptations.
• Evaluate sponsorship strategies, including partnerships with global events.
• Analyse pricing tactics tailored to local markets and purchasing power.

9. How has Facebook's acquisition strategy contributed to its growth in the social media market?

Facebook’s acquisitions, particularly of Instagram and WhatsApp, have strategically expanded its user base and diversified its offerings. These acquisitions enhanced Facebook’s product ecosystem, bolstered its ad revenue streams, and strengthened its competitive position. Key to success was its ability to integrate and scale these platforms while retaining their core value.

• Evaluate the strategic rationale behind major acquisitions like Instagram and WhatsApp.
• Review post-acquisition performance, focusing on user growth and ad revenue.
• Analyse integration challenges and how they were managed effectively.

10. What role does innovation play in Google's competitive advantage in the search engine market?

Google’s commitment to innovation underpins its dominance in the search engine market. Its investment in R&D, data-driven algorithms, and user-focused design continually improves its offerings. By fostering a culture of innovation, Google stays ahead of competitors and adapts to evolving market demands.

• Examine resource allocation for R&D and its impact on product development.
• Analyse organisational culture, highlighting its role in encouraging innovation.
• Investigate algorithm advancements, focusing on user satisfaction and market leadership.

11. How does IKEA's cost leadership strategy contribute to its competitive advantage in the furniture market?

IKEA’s cost leadership strategy is driven by operational efficiency, innovative product design, and a highly optimised supply chain. These factors enable IKEA to maintain affordable pricing while sustaining profitability. By balancing quality with cost, IKEA reinforces its competitive position in a crowded market, even amidst evolving consumer expectations and competitive pressures.

• Analyse IKEA's supply chain, focusing on cost optimisation and supplier relationships.
• Investigate product design efficiency, particularly flat-pack innovation.
• Evaluate pricing strategies and their alignment with profitability goals.

12. How effective is Nike's branding strategy in enhancing its market position in the sportswear industry?

Nike’s branding strategy leverages emotional connections, innovation, and global campaigns to solidify its position as a market leader. By associating its products with performance and aspiration, Nike cultivates strong brand loyalty and differentiates itself from competitors. Its use of celebrity endorsements and storytelling further amplifies its market presence.

• Evaluate Nike’s brand positioning, focusing on its emphasis on performance and aspiration.
• Analyse customer loyalty as a result of consistent and relatable messaging.
• Investigate global campaigns, such as partnerships with athletes and teams.

13. What factors have contributed to Zoom's rapid growth in the video conferencing market?

Zoom’s exponential growth is attributed to its user-friendly platform, competitive pricing, and strategic marketing efforts. The company capitalised on growing demand for remote communication by offering reliable, scalable solutions tailored to both corporate and personal users. Its focus on simplicity and accessibility has further enhanced customer retention.

• Examine Zoom’s user experience, highlighting simplicity and scalability.
• Analyse pricing strategies, comparing them with industry standards.
• Investigate marketing efforts, such as targeted promotions and partnerships.

14. How effective is Starbucks' localization strategy in its international expansion?

Starbucks’ localisation strategy successfully adapts its products, store designs, and marketing to suit diverse cultural preferences. By incorporating local flavours and traditions into its offerings, Starbucks strengthens its appeal and builds customer loyalty across markets. This approach has played a key role in its global expansion and brand recognition.

• Analyse product adaptations, focusing on regional menus and seasonal offerings.
• Evaluate store design changes influenced by local aesthetics.
• Investigate marketing strategies, such as collaborations with local businesses.

15. What impact did the Dieselgate scandal have on Volkswagen's brand image and financial performance?

The Dieselgate scandal severely damaged Volkswagen’s brand image and financial performance, with declining sales and increased scrutiny from stakeholders. The company’s crisis management efforts, including rebranding initiatives and investments in electric vehicles, aimed to rebuild trust and secure long-term recovery in a competitive industry.

• Review Volkswagen’s financial performance, comparing pre- and post-scandal data.
• Evaluate crisis management, focusing on public relations and internal reforms.
• Investigate recovery strategies, such as a shift towards sustainability and EV production.

16. How does McDonald's franchising model contribute to its global expansion and profitability?

McDonald’s franchising model is a cornerstone of its global success, enabling rapid expansion and consistent brand representation across diverse markets. By leveraging franchise agreements, the company minimises operational risks while securing steady revenue streams from royalties. This model supports both profitability and adaptability to local market conditions.

• Investigate the revenue structure, including franchise fees and royalties.
• Evaluate brand consistency, focusing on operational standards across franchises.
• Analyse localisation strategies, examining how franchises adapt to regional tastes.

17. How does the use of artificial intelligence (AI) give Alibaba a competitive edge in e-commerce?

Alibaba’s integration of AI enhances its customer experience, operational efficiency, and logistics precision. AI-driven tools like personalised product recommendations and automated chatbots strengthen customer satisfaction. Meanwhile, its use of machine learning in supply chain optimisation improves delivery times and inventory management, solidifying Alibaba’s position in the e-commerce industry.

• Examine customer service enhancements, such as AI chatbots for query resolution.
• Analyse personalised recommendations, focusing on increasing sales conversion rates.
• Investigate logistics optimisation, particularly in inventory and delivery management.

18. What factors contributed to the failure of Nokia's mobile phone business?

Nokia’s decline in the mobile phone market can be attributed to its failure to adapt to shifting industry trends, including the rise of smartphones. Strategic missteps, lack of innovation, and delayed adoption of modern operating systems weakened its competitive edge. External factors like increased competition further accelerated its fall.

• Analyse internal weaknesses, such as delays in adopting Android technology.
• Evaluate external threats, including competition from Apple and Samsung.
• Review strategic misalignments, focusing on market positioning and innovation gaps.

19. How effective is Unilever's sustainable business model?

Unilever’s commitment to sustainability is deeply embedded in its strategy, with initiatives targeting environmental impact, ethical sourcing, and social responsibility. These efforts have bolstered the company’s brand reputation and consumer trust, while driving long-term profitability through innovative, eco-friendly product lines.

• Investigate CSR initiatives, focusing on ethical sourcing and environmental impact.
• Analyse eco-friendly product innovation, such as biodegradable packaging.
• Evaluate the impact on profitability, highlighting consumer loyalty and market share.

20. How does Samsung's product diversification strategy impact its market position in the electronics industry?

Samsung’s diversification strategy allows it to dominate multiple segments, from smartphones to semiconductors, mitigating risks and enhancing its market position. By leveraging synergies between its product lines, Samsung achieves operational efficiency and sustained growth. This approach reinforces its leadership in a highly competitive industry.

• Review Samsung’s product mix, including consumer electronics and semiconductors.
• Evaluate risk management, focusing on the benefits of diversification.
• Investigate financial performance, analysing revenue contribution from various segments.

21. How has Pfizer's strategy in R&D contributed to its success in the pharmaceutical industry?

Pfizer’s emphasis on strategic investment in research and development has been instrumental in maintaining its leadership in the pharmaceutical sector. By prioritising innovation and leveraging collaborations with research institutions and biotech firms, Pfizer has developed a robust product pipeline and a strong patent portfolio, ensuring sustainable growth and competitiveness.

• Evaluate investment strategies, focusing on R&D expenditure relative to revenue.
• Analyse partnerships, highlighting collaborations with academic and industry leaders.
• Review the patent portfolio, examining its role in market exclusivity and profitability.

22. How effective was the strategic turnaround plan implemented by Ford Motor Company?

Ford’s turnaround plan combined cost-cutting, innovative product development, and strategic partnerships to revive its market position. Key changes, such as streamlining operations and focusing on electric vehicles, addressed financial challenges while aligning with industry trends. The plan’s success is reflected in improved profitability and stronger stakeholder confidence.

• Examine cost-reduction initiatives, including workforce restructuring and operational efficiency.
• Analyse product development, focusing on Ford’s pivot towards electric vehicles.
• Evaluate KPIs, such as revenue growth and market share, to measure impact.

23. How does Zara's fast-fashion business model contribute to its competitive advantage in the retail industry?

Zara’s fast-fashion model integrates design, manufacturing, and distribution into a streamlined process that responds rapidly to changing consumer trends. This agility allows Zara to maintain low inventory, minimise waste, and keep customers engaged with constantly updated collections, solidifying its position as a market leader. A UK private tutor can assist in understanding the principles of supply chain management and strategic business positioning.

• Investigate supply chain efficiency, focusing on speed and cost control.
• Analyse customer satisfaction, driven by frequent product updates and availability.
• Evaluate profitability, highlighting the balance between pricing and operational costs.

24. What impact did the COVID-19 pandemic have on Airbnb's business model and financial performance?

The COVID-19 pandemic disrupted Airbnb’s core business, prompting a strategic shift towards long-term stays and localised experiences. By adapting its platform to cater to changing travel behaviours, Airbnb managed to stabilise its revenue streams and regain market traction. These changes highlight the resilience and flexibility of its business model.

• Review the impact on bookings, focusing on the decline and subsequent recovery trends.
• Analyse strategic adjustments, such as the promotion of extended stays.
• Evaluate financial performance, comparing pre- and post-pandemic revenue figures.

25. How has Tesla's strategy of selling electric cars directly to consumers impacted its market position?

Tesla’s direct-to-consumer sales strategy eliminates the need for traditional dealerships, providing greater control over pricing and customer experience. This approach has enhanced Tesla’s brand loyalty and streamlined its operations, though it faces challenges related to regulations and scalability in certain regions.

• Investigate the impact on customer experience, including personalised interactions.
• Analyse cost efficiency, focusing on the elimination of dealership fees.
• Evaluate regulatory challenges, particularly in regions with dealership protection laws.

26. How effective is the Blue Ocean Strategy employed by Cirque du Soleil in the entertainment industry?

Cirque du Soleil’s Blue Ocean Strategy allowed it to create a unique market space by blending circus arts with theatre and storytelling, effectively differentiating itself from traditional circuses. This innovative approach attracted new customer segments and established Cirque du Soleil as a premium entertainment brand while reducing competition.

• Analyse value innovation, focusing on how Cirque du Soleil redefined audience expectations.
• Evaluate differentiation, particularly in combining theatre, music, and acrobatics.
• Examine cost savings, such as avoiding the use of animal acts.

27. How did Disney's acquisition of 21st Century Fox affect its market position in the entertainment industry?

Disney’s acquisition of 21st Century Fox strengthened its market dominance by expanding its content library, enhancing its global distribution network, and providing a competitive edge in streaming with Disney+. This strategic move not only diversified Disney’s offerings but also bolstered its ability to cater to changing consumer preferences.

• Investigate the expanded content library, focusing on franchises like X-Men and Avatar.
• Analyse distribution enhancements, such as Fox’s established global networks.
• Evaluate financial performance, including revenue growth from the integration.

28. What role has innovation played in SpaceX's disruption of the aerospace industry?

SpaceX revolutionised the aerospace industry through innovations such as reusable rockets, drastically reducing launch costs and enabling new commercial opportunities. By challenging traditional players and pioneering advancements in space exploration, SpaceX has positioned itself as a leader in a competitive and high-stakes market.

• Examine cost reduction initiatives, particularly the reuse of rocket components.
• Analyse technological advancements, including the Falcon and Starship systems.
• Evaluate market disruption, focusing on SpaceX’s contracts with NASA and commercial clients.

29. How effective is Netflix's content strategy in driving subscriber growth and retention?

Netflix’s focus on original programming and localisation of content for diverse markets has been critical in attracting and retaining subscribers globally. By investing in high-quality productions and catering to varied cultural preferences, Netflix maintains high viewer engagement, though rising competition and production costs present challenges.

• Investigate original content investments, such as globally popular series.
• Evaluate localised programming, targeting key international markets.
• Analyse retention strategies, focusing on user engagement metrics and loyalty.

30. How did the 737 MAX crisis impact Boeing's reputation and financial performance?

The 737 MAX crisis caused significant damage to Boeing’s reputation, with widespread customer and regulatory backlash. Financially, the crisis led to steep litigation costs, compensation payments to airlines, and lost sales, further exacerbating its challenges in a competitive aerospace market. Boeing’s response, including safety improvements and public relations efforts, faced scrutiny for its effectiveness.

• Review reputational impact, focusing on customer trust and regulatory confidence.
• Analyse financial repercussions, including compensation and market losses.
• Evaluate crisis management, examining communication strategies and safety reforms.

31. What factors have contributed to the success of Zoom's freemium business model?

Zoom’s freemium model has been a key driver of its rapid growth, offering a no-cost entry point for users while providing premium upgrades for advanced features. This approach has attracted a broad user base, increased conversion rates, and secured recurring revenue. However, reliance on this model also presents risks, including competition and user retention challenges.

• Analyse user acquisition strategies, focusing on the role of free services.
• Evaluate premium feature offerings, such as extended meeting durations and advanced security.
• Investigate conversion rates, highlighting the effectiveness of monetisation tactics.

32. How effective is Apple's retail strategy in promoting its brand and products?

Apple’s retail strategy integrates sleek store design, exceptional customer service, and immersive in-store experiences to enhance brand perception and drive customer loyalty. These elements ensure a seamless integration of Apple’s values with the shopping experience, resulting in strong sales and consistent brand recognition.

• Examine store design, focusing on aesthetics and functionality.
• Evaluate customer service, highlighting personalised support and expertise.
• Analyse in-store experiences, such as product demos and workshops.

33. What impact have trade tariffs had on Harley-Davidson's international operations and financial performance?

Trade tariffs significantly affected Harley-Davidson’s international operations, increasing production costs and straining its pricing strategy. In response, the company relocated some production overseas to mitigate costs, but this approach sparked controversy in domestic markets. These measures, while necessary, highlight the complexity of balancing global and local operations in a challenging trade environment. IB Economics tutoring can provide insights into the economic theories behind tariffs and their impact on international business.

• Review cost implications, particularly the rise in production expenses due to tariffs.
• Analyse operational adjustments, such as shifting production to international locations.
• Evaluate pricing strategies, considering their impact on competitiveness and profitability.

34. How has Alibaba's strategy of ecosystem creation contributed to its success in the Chinese e-commerce market?

Alibaba’s ecosystem strategy, encompassing platforms like Taobao, Tmall, and Alipay, has been pivotal in creating a seamless customer journey. By integrating e-commerce, payment solutions, and logistics, Alibaba drives user engagement and customer loyalty, securing its dominance in China’s competitive e-commerce landscape.

• Investigate platform integration, focusing on synergies between e-commerce and payment solutions.
• Evaluate partnerships, highlighting contributions to logistics and service expansion.
• Analyse user engagement metrics, such as repeat purchases and app activity.

35. What effect did the Volkswagen emissions scandal have on the company's brand and financial health?

The Volkswagen emissions scandal severely damaged the company’s reputation, resulting in lost customer trust and significant financial penalties. Despite implementing crisis management strategies, including a shift towards electric vehicles, the long-term impact on brand loyalty and financial stability remains a critical challenge.

• Review reputational damage, particularly customer trust and regulatory scrutiny.
• Analyse financial penalties, including fines, compensation, and lost revenue.
• Evaluate recovery strategies, focusing on Volkswagen’s investment in electric vehicles.

36. What strategies did Microsoft employ to transition successfully towards cloud computing?

Microsoft’s transition to cloud computing involved a comprehensive strategy, including the development of Azure, a focus on enterprise clients, and subscription-based models such as Office 365. These initiatives not only expanded Microsoft’s revenue streams but also strengthened customer retention and enhanced its position in the highly competitive tech industry.

• Evaluate Azure’s role, focusing on infrastructure and scalability.
• Analyse subscription-based models, highlighting revenue growth and customer retention.
• Investigate enterprise partnerships, such as collaborations with major corporations.

37. How has Amazon's growth affected local retail businesses?

Amazon’s rapid growth has reshaped the retail landscape, introducing intense competition for local businesses and changing consumer purchasing habits. While Amazon offers convenience and competitive pricing, its dominance has put pressure on smaller retailers to adapt or face declining market share.

• Examine competitive pressures, including pricing and product availability.
• Analyse changes in consumer behaviour, such as the shift to online shopping.
• Investigate local retailer adaptations, including the adoption of e-commerce platforms.

38. How effective has Starbucks's focus on corporate social responsibility (CSR) been in enhancing its brand image?

Starbucks’s CSR initiatives, such as ethical sourcing and community engagement, have significantly bolstered its brand image. By aligning its values with consumer expectations, Starbucks has strengthened customer loyalty and differentiated itself as a socially responsible brand, contributing to sustained growth and market leadership.

• Investigate ethical sourcing efforts, such as Fair Trade coffee practices.
• Analyse community programmes, focusing on employee and local engagement.
• Evaluate brand recognition, particularly among socially conscious consumers.

39. How has McDonald's adapted its menu to cater to different international markets?

McDonald’s localisation strategy tailors its menu to reflect cultural preferences in international markets, ensuring broader customer appeal. This approach has not only increased customer satisfaction but also enhanced brand perception as a globally adaptable yet consistent company.

• Examine menu adaptations, such as vegetarian options in India or regional flavours in Asia.
• Evaluate sales impact, focusing on growth in diverse markets.
• Analyse brand perception, highlighting McDonald’s balance between consistency and localisation.

40. What factors led to Blockbuster's failure to adapt to the changing video rental market?

Blockbuster’s failure stemmed from delayed adoption of digital streaming, poor strategic decisions, and underestimating emerging competitors like Netflix. Its inability to innovate and shift from a traditional rental model to a digital-first strategy led to its eventual bankruptcy and exit from the market.

• Review strategic missteps, including ignoring early opportunities in streaming.
• Analyse competition dynamics, focusing on Netflix’s disruptive business model.
• Investigate internal challenges, such as resistance to change and financial mismanagement.

41. How effective has Patagonia's environmental advocacy been in influencing its customers and industry?

Patagonia’s environmental advocacy has strengthened its reputation as a purpose-driven brand, fostering customer loyalty and influencing purchasing behaviours. Through bold initiatives such as promoting sustainable production and donating profits to environmental causes, Patagonia has inspired not only its customers but also other companies to adopt more eco-conscious practices.

• Evaluate customer loyalty, focusing on purchasing trends linked to advocacy efforts.
• Analyse Patagonia’s initiatives, such as sustainable materials and profit reinvestment.
• Investigate industry influence, highlighting competitors adopting similar practices.

42. How has Coca-Cola's marketing strategy evolved over the years?

Coca-Cola’s marketing strategy has continuously evolved, leveraging cultural trends, technological advancements, and innovative campaigns to maintain its relevance. From traditional print advertising to digital and experiential marketing, Coca-Cola’s adaptability has played a critical role in sustaining its market dominance and global appeal.

• Review historical campaigns, such as “Share a Coke” and its global impact.
• Examine the integration of digital channels, including social media engagement.
• Analyse regional adaptations, ensuring relevance in diverse cultural contexts.

43. How has Tesla's direct-to-consumer sales model disrupted the traditional auto industry?

Tesla’s direct-to-consumer model bypasses traditional dealerships, giving the company full control over pricing, distribution, and customer experience. This approach not only reduces costs but also fosters stronger customer relationships, challenging the traditional dealership structure and influencing the industry to rethink sales strategies.

• Evaluate cost efficiency, particularly the reduction of dealership overheads.
• Analyse customer experience, focusing on Tesla’s control over interactions.
• Investigate industry responses, such as legacy automakers exploring similar models.

44. What impact has digital transformation had on traditional banking, using Barclays as a case study?

Barclays’ digital transformation has revolutionised its operations, introducing mobile banking, AI-driven customer support, and enhanced cybersecurity. These changes have improved efficiency, customer satisfaction, and competitive positioning, although challenges such as customer adaptation and regulatory compliance have emerged during the transition.

• Examine technological innovations, including mobile banking and AI solutions.
• Analyse operational efficiency, such as streamlined processes and cost reductions.
• Evaluate customer engagement, focusing on adoption rates and satisfaction metrics.

45. What factors contributed to Kodak's failure to transition effectively into the digital photography era?

Kodak’s failure to embrace digital photography stemmed from a reluctance to shift its business model and overreliance on traditional film sales. Key missteps, including delayed investments in digital technologies and poor strategic planning, resulted in lost market share and a diminished brand presence during the industry’s digital evolution. An online IB History tutor can help analyze this case study within the broader context of technological evolution and industry shifts.

• Investigate strategic missteps, such as ignoring early digital trends.
• Evaluate financial consequences, including revenue loss and market decline.
• Analyse industry shifts, focusing on Kodak’s inability to align with digital advancements.

46. How does IKEA's cost-leadership strategy contribute to its global success?

IKEA’s cost-leadership strategy is a core driver of its global success, allowing it to offer affordable, stylish furniture without compromising quality. Through efficient product design, optimised supply chain management, and self-service store operations, IKEA maintains cost efficiencies while ensuring a compelling customer value proposition.

• Analyse supply chain management, focusing on sourcing and logistics.
• Evaluate product design, highlighting innovations like flat-pack furniture.

47. How has Google's corporate culture contributed to its innovative capabilities?

Google’s corporate culture fosters creativity and collaboration, encouraging employees to experiment and take calculated risks. By promoting flexible work environments, providing attractive incentives, and prioritising employee well-being, Google drives innovation and sustains its competitive edge in the tech industry.

• Investigate the work environment, including open-office layouts and flexible policies.
• Evaluate employee incentives, such as bonus schemes and innovation awards.
• Analyse impacts on product development, focusing on Google’s successful innovations.

48. What role has diversification played in Virgin Group's growth strategy?

Virgin Group’s diversification strategy has enabled the company to enter various industries, from airlines to media, leveraging its brand strength and adaptability. This approach creates synergies across its businesses, strengthens risk management, and enhances growth potential, although it presents challenges in maintaining consistency and focus.

• Examine industry entry strategies, such as partnerships and acquisitions.
• Analyse synergies, including shared brand equity and customer overlap.
• Evaluate risk management, focusing on balancing success across industries.

49. How effective is Walmart's supply chain management in supporting its low-price strategy?

Walmart’s highly efficient supply chain underpins its ability to maintain low prices while sustaining profitability. By leveraging advanced technology, building strong supplier relationships, and optimising logistics, Walmart achieves significant cost savings, enabling scalability and reinforcing its position as a global retail leader.

• Review technology integration, such as inventory tracking systems.
• Analyse supplier relationships, highlighting collaboration and cost reductions.
• Evaluate logistics operations, focusing on distribution centres and transportation.

50. How has Airbnb's business model disrupted the traditional hospitality industry?

Airbnb’s platform-based business model has reshaped the hospitality industry by offering affordable and flexible accommodation options, challenging traditional hotel pricing and service structures. Its peer-to-peer approach enables scalability and has shifted customer expectations towards personalised, localised travel experiences.

• Investigate the platform structure, including its peer-to-peer framework.
• Analyse the impact on hotel revenues, focusing on pricing and occupancy rates.
• Evaluate customer expectations, such as preferences for unique, local stays.

51. How has Zara's 'Fast Fashion' model influenced its success in the fashion industry?

Zara’s 'Fast Fashion' model leverages rapid design-to-store turnaround, trend responsiveness, and a highly efficient supply chain to dominate the fashion industry. By consistently delivering new collections that align with customer preferences, Zara has achieved global success and set a benchmark for agility in the sector.

• Examine supply chain efficiency, focusing on production and distribution speed.
• Analyse trend adaptation, highlighting Zara’s ability to respond to customer demands.
• Evaluate profitability, particularly through frequent inventory turnover.

52. How did the COVID-19 pandemic impact Peloton's business model and market position?

The COVID-19 pandemic significantly boosted demand for Peloton’s at-home fitness products and subscriptions, leading to unprecedented growth. Peloton adapted by scaling operations, enhancing content, and capitalising on shifting consumer preferences, which strengthened its market position despite rising competition.

• Analyse product demand, focusing on sales trends during the pandemic.
• Evaluate operational scaling, including manufacturing and delivery adjustments.
• Investigate long-term impacts, such as Peloton’s competitive positioning post-pandemic.

53. How has Unilever's Sustainable Living Plan affected its brand image and financial performance?

Unilever’s Sustainable Living Plan has bolstered its reputation as a socially responsible brand, enhancing customer loyalty and attracting eco-conscious consumers. By integrating sustainability into its products and operations, Unilever has achieved both environmental milestones and improved financial performance through innovation-driven growth.

• Investigate sustainability initiatives, such as waste reduction and ethical sourcing.
• Evaluate customer perception, focusing on loyalty among eco-conscious consumers.
• Analyse financial outcomes, particularly growth linked to sustainable product lines.

54. What role has technology played in Domino's Pizza's turnaround strategy?

Domino’s used technology as a key driver in its turnaround, transforming the customer experience through innovations like online ordering, GPS delivery tracking, and user-friendly mobile apps. These advancements have enhanced convenience, boosted sales, and reclaimed market share in the competitive food delivery industry.

• Examine online ordering systems, focusing on ease of use and adoption.
• Analyse delivery tracking, highlighting its impact on customer satisfaction.
• Evaluate competitive positioning, driven by technology-driven convenience.

55. How has Gucci leveraged digital marketing to engage with its customers?

Gucci’s digital marketing strategies, including collaborations with influencers, immersive virtual experiences, and robust social media campaigns, have strengthened its connection with younger audiences. These efforts have boosted brand visibility and engagement while maintaining Gucci’s status as a leader in luxury fashion.

• Investigate social media strategies, such as campaigns on Instagram and TikTok.
• Evaluate influencer marketing, focusing on collaborations with high-profile figures.
• Analyse immersive technologies, including virtual try-ons and digital fashion shows.

56. How has Samsung's investment in R&D driven its competitiveness in the smartphone market?

Samsung’s commitment to R&D has been a key factor in its ability to maintain a leading position in the competitive smartphone market. Through continuous innovation in hardware, software, and design, Samsung has introduced differentiated products that deliver significant customer value and solidify its brand reputation.

• Evaluate hardware advancements, such as camera technology and display innovation.
• Analyse software development, including custom features like One UI.
• Investigate market differentiation, focusing on flagship products and unique offerings.

57. What strategies has Costco employed to maintain its competitive edge in the warehouse club industry?

Costco’s success in the warehouse club industry is built on a customer-focused membership model, a curated product selection, and a commitment to low pricing. These strategies foster strong customer loyalty and consistent sales growth, reinforcing Costco’s leadership in its sector.

• Examine the membership model, focusing on recurring revenue and exclusivity.
• Analyse pricing strategies, highlighting cost savings for members.
• Investigate product selection, including emphasis on high-quality private-label goods.

58. How has Adidas's collaboration with fashion designers influenced its brand positioning?

Adidas’s partnerships with prominent fashion designers and influencers have elevated its brand by blending performance with high-end fashion. These collaborations attract new customer segments, enhance brand image, and strengthen Adidas’s position in the competitive sportswear market.

• Review key collaborations, such as those with Kanye West (Yeezy) and Stella McCartney.
• Evaluate customer perception, focusing on appeal to fashion-conscious audiences.
• Analyse market positioning, including the fusion of sportswear and luxury fashion.

59. How has Salesforce's acquisition strategy contributed to its growth in the cloud software market?

Salesforce’s targeted acquisitions have expanded its product portfolio, enhanced customer solutions, and bolstered its market leadership in cloud software. The integration of these acquisitions has created synergies, improved functionality, and strengthened its competitive advantage in the growing SaaS market.

• Investigate strategic acquisitions, such as Tableau and Slack.
• Evaluate customer base expansion, focusing on improved service offerings.
• Analyse financial impacts, including revenue growth and cost synergies.

60. How has Uber's surge pricing strategy affected its profitability and customer perception?

Uber’s surge pricing strategy optimises profitability by matching supply with fluctuating demand during peak hours. While this approach improves driver incentives and revenue, it has also raised concerns about fairness and customer satisfaction, impacting long-term loyalty and service perception.

• Evaluate revenue optimisation, particularly during high-demand periods.
• Analyse driver benefits, such as increased earnings from surge pricing.
• Investigate customer perception, focusing on fairness and willingness to pay.

Have a look at our comprehensive set of IB Business Management HL resources, developed by expert IB teachers and examiners:

📚 View IB Business Management HL Study Notes

What is the research proposal?

The internal assessment must start with a research proposal. This will become the primary planning document, giving direction to the research project. The maximum length of the research proposal is 500 words. The word count must be stated on the submitted work. If the word limit is exceeded, the teacher’s assessment must be based on the first 500 words of the proposal.

This should comprise:

• The research question
• Proposed methodology, including:
  • Rationale for study
  • Areas of the syllabus to be covered
  • Possible sources of information
  • Organizations and individuals to be approached
  • Methods to be used to collect and analyze data
  • Order of activities and timescale of the project
• Anticipated difficulties, such as limited or biased sources
• Action plan

What should I include in the written report?

This is the second part of the IA and will document your findings.

The written report should include these sections:

• Title page: Clearly indicating the project's content, the student's name, the intended audience, and the word count
• Acknowledgements: Recognizing individuals and/or organizations that made the report's production possible.
• Contents page: Listing the major headings in the report, starting with the executive summary, with clear page numbers.
• Executive summary (abstract): A concise, clear, and explicit summary of the report, including recommendations and conclusions. The research question and executive summary should guide the reader to the substance of the report. The executive summary should not exceed 200 words and is not included in the word count.
• Introduction: Providing background knowledge about the organization(s) and outlining the issue or decision under investigation.
• Research question
• Methodology employed: A summary of primary and, where relevant, secondary research undertaken, including the business tools, techniques, and theories applied. The section should also assess the validity and reliability of the data collected and explain any changes made during the research process.
• Main results and findings: Clarifying what the raw data reveals and presenting a summary of the data collected and findings made. This section should be supported by tables, graphs, and statistics where appropriate.
• Analysis and discussion: Analyzing the results and findings with the help of relevant business tools, techniques, and theories. Interpreting the main issues emerging from the research and discussing their implications, including strengths and weaknesses of various positions on the issue or decision under investigation.
• Conclusion(s) and recommendation(s): Following on from the analysis and discussion, the conclusions should not present new facts or arguments. Recommendations should be precise, practical proposals for action that answer the research question and stem from the conclusions. If the results of the research are inconclusive, further research should be recommended. The report should be forward-looking and support the organization's decision-making process to be of practical value to management.
• References and bibliography: For presentation of references and bibliography, please see the section on acknowledging the ideas and work of another person in the “The Diploma Programme” section of this subject guide.
• Appendices: The appendices should contain only information or data that is required to support of the text and should be clearly referred to where relevant. The appendices will typically include examples of photographs, documents, questionnaires, numerical raw data in tables and statistical calculations.

Students should utilise the best online IB resources to ensure their Internal Assessment is comprehensive, well-researched, and adheres to the highest academic standards.

How is the IA assessed?

Criterion A: Research proposal

Students should present a research proposal that gives an effective direction for the project, with all the required elements, which are appropriate, detailed, clear and focused.

Criterion B: Sources and data

Students should select primary sources and collect data which addresses an issue or a decision to be made by an organization or a range of organizations in appropriate depth and breadth. The sources should be appropriate, varied and sufficient.

Criterion C: Use of tools, techniques and theories

Students should understand and apply relevant business management tools, techniques and theories so that a greater insight into the situation of the organization ensues.

Criterion D: Analysis and evaluation

Students should explain the issue or decision to be made and integrate their ideas coherently. This should be analyzed skilfully with consistent evidence of substantiated evaluation.

Criterion E: Conclusions

The student should draw substantiated, consistent conclusions based on the evidence, and identify areas for further study.

Criterion F: Recommendations

The student should make substantiated recommendations which are consistent with the conclusions made.

Criterion G: Structure

There should be an easy to follow, appropriate structure.

Criterion H: Presentation

The student should present all the required components in the correct order and format.

Criterion I: Reflective thinking

Students should reflect critically on their work.

How much does the IA contribute to my overall grade?

The IA will make up 20% of your final grade, with the furth 80% being based on Papers 1, 2, and 3 in your final exams.

Check out the IB’s subject brief for a reminder of the rest of the key Business Management facts.

Source: International Baccalaureate Subject Brief: Business Management SL

Mastering the IB Business Management IA at the Higher Level demands a strategic approach, combining an insightful research question with robust analysis and evaluation. The examples and guidance outlined in this post, along with resources like IB Business Management Q&A Revision Notes, provide a solid foundation for students. However, consider leveraging the expertise such as IB tutoring. Such personalized support can significantly enhance your understanding and skills, leading to not only a successful IA but also a deeper comprehension of business management principles, which is invaluable in your academic journey and beyond.