Examiner marks and comments:

Assessment criteria Marks awarded Marks available

Criterion A 4 4
Criterion B 4 5
Criterion C 4 5
Criterion D 2 3
Criterion E 4 4
Criterion F 2 2
Criterion G 2 2
Total 22 25

With a score of 22, this very good SL IA scores a 7. Only minor aspects could have been even better, for
example, a tighter fit between the research question and the conclusion.

Criterion A – Supporting documents

The five documents are from a range of sources (internal, external) and offer a range of perspectives, as
required for 4 marks. (The teacher commented: “It was good to see that the candidate had highlighted the
relevant passages in the supporting documents—this is particularly useful in the case of very long supporting
documents: 80 pages in this IA.”)

Criterion B – Choice and application of tools, techniques and theories

SWOT, PEST and Ansoff are used well in this IA, although having SWOT before PEST shows that the
candidate does not understand that PEST is external analysis, which helps formulate the O and T of SWOT;
hence this was awarded 4 marks.

Criterion C – Use and analysis of data and integration of ideas

There is an appropriate selection of data from the supporting documents (and other sources, where necessary,
as indicated by the candidate at the end of the introduction) with good analysis and integration of ideas.

Criterion D – Conclusions
The conclusion only partly answers the research question: “To what extent will Brexit affect Burberry’s
penetration of the Chinese market?”. The conclusion seems to answer the following question: “Should Burberry
further penetrate the Chinese market?”. The two are not exactly the same (in this case, the research question
should probably have been revised). For 3 marks, the conclusion must answer the research question as
formulated.

Criterion E – Evaluation
This was awarded 4 marks, the justification for which is: “there is thorough evidence of evaluation, and
judgments are well substantiated”; this may seem quite generous, but does apply on a best fit basis.

Criterion F – Structure
The structure is appropriate (the candidate is not penalized again under criterion F for the incorrect order of
SWOT and PEST).

Criterion G – Presentation
This IA is well presented; all the elements are present (cover page, table of contents, page numbers, and so
on); the layout is clear.