Instructions:
-
Carefully review all given instructions and past paper guidelines before starting each practice session.
-
Attempt the past paper questions independently first, just as in an actual exam environment.
-
Use a notebook or exam-style sheets to write your answers. Ensure your work is neat, clearly labeled with question numbers, and follows proper exam format.
-
After completing each section, check your answers using the provided marking schemes and examiner reports (if available).
-
Review your mistakes and rewrite incorrect answers to improve accuracy and exam technique.
-
If you find any questions difficult or unclear, watch the video given below for that paper. In that video, each paper is discussed in detail.
-
If you still face difficulties or have doubts after watching the video, note them down and discuss them with your instructor or course coordinator for clarification.
-
Revise question-solving strategies and repeat similar past paper questions to strengthen your understanding and performance.
Click Here to download the Video Handout
Alright everyone, today we are going to go through the Cambridge A Level Business Paper 4 from May and June 2023, based on the case study of Burger Vegan, or BV. This paper focuses on strategic thinking and evaluation, so your answers need to show application, evidence, and clear judgement. Let’s go question by question and break down how to write strong, high-level responses.
Let’s start with Question 1, which asked you to evaluate the extent to which leadership contributed to BV’s effective strategic management between 2009 and 2022.
Here, the focus is on how leadership, especially Rohit’s, shaped the company’s growth and long-term direction. You should begin by recognising that BV’s leadership was central to its success. Rohit demonstrated a strong ethical vision right from the start, setting a clear goal of transforming BV into a leading vegan brand in every major US city. His emotional intelligence, highlighted early in the case, allowed him to build trust and loyalty among employees and investors. For example, when BV faced the global pandemic, Rohit’s decision to continue paying employees, even while restaurants were closed, showed a people-focused leadership style that strengthened morale and corporate culture.
However, good evaluation means recognising other factors too. BV’s success was not only because of leadership but also because of wider market trends. The rising popularity of veganism, shifting consumer preferences toward ethical brands, and effective use of franchising all contributed to growth. So, a well-balanced answer should say that while leadership played a critical role in guiding strategy and values, BV also benefited from timing and market conditions that supported its expansion.
A strong conclusion could say that Rohit’s leadership created the foundation for BV’s ethical identity and strategic vision, but the company’s overall success was a combination of leadership, external opportunity, and consistent brand management.
Now let’s move on to Question 2, which asked you to advise the Board of Directors on a marketing strategy to use when BV enters the market in country X.
When you begin a question like this, make sure you show awareness of context. Country X has lower income levels, a younger population, and limited awareness of the BV brand. That means a purely global marketing strategy, or pan-global approach, would not work well on its own because consumers’ tastes and affordability differ.
The best approach here is to recommend a hybrid or “glocalised” strategy, combining global consistency with local adaptation. BV should maintain its ethical global image and high-quality standards, which are its core strengths, but adapt its products, pricing, and promotions to fit the preferences of consumers in country X. For example, BV could introduce regionally inspired flavours or smaller portion sizes to keep prices affordable.
In terms of promotion, BV should focus on localised digital campaigns using social media influencers and partnerships with local vegan groups to build trust and recognition. At the same time, its global branding should highlight the ethical and sustainable values that already make BV distinctive. This approach balances brand consistency with flexibility and ensures the company appeals to both local customers and international supporters.
In your evaluation, you can add that a fully localised strategy might weaken BV’s brand identity, while a purely pan-global approach might ignore the income and cultural differences in country X. Therefore, combining the two allows BV to leverage its global strengths while adapting to local needs.
To score full marks, always justify your recommendation clearly. You could conclude by advising that BV should adopt a glocalised marketing strategy that maintains its ethical brand image globally but adjusts pricing, products, and communication to suit the economic and cultural conditions of country X. This recommendation shows practical understanding and strategic awareness, which is exactly what examiners look for in Level 4 answers.
Before we wrap up, let’s talk about marking guidance and exam technique. Each question is worth 20 marks and follows a four-level structure. Level 1 is for identifying points, Level 2 is for explaining them, Level 3 is for applying those points to the case, and Level 4 is for evaluating with balance and a justified conclusion. To reach the top band, you need clear structure, relevant evidence from the case, and a strong final judgement that directly answers the question.
By now, you should understand how to approach Paper 4 questions using analysis, application, and evaluation. You should know how to use evidence from the case, link it to theory, and write logical, balanced conclusions. If you practise this structure, you will be ready to earn top marks in your next strategic management paper.
Press “Mark As Complete” Button To proceed
