50 Excellent Cuegis Essays

267 Pages·14.753 MB·English

by  Alric Chong, Lois Johnston-Walker

IB Business Management

50 EXCELLENT CUEGIS ESSAYS
Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 2

Contents page (blank versions)

Section Pages
 Introduction and About the Authors 6 – 8
 Top 4 Tips for Writing Excellent CUEGIS Essays 9 – 13
 Essays (blank versions) 14 – 113
 Essays (marked and annotated versions) 114 – 263

Concepts
Essay Organization(s) Page
C U E G I S
1 3M 14  
2 AIA 16  
3 Apple 18  
4 Bandai 20  
5 Belle 22  
6 Bershka 24  
7 Breadtalk Group 26  
8 British American Tobacco 28  
9 Coca-Cola 30  
10 Coca-Cola 32  
11 Dunkin Donuts & Mercedes 34  
12 Facebook & Minsheng 36  
13 Fairwood 38  
14 Foxconn 40  
15 Fraser and Neave Limited 42  
16 Genting 44  
17 Google 46  
18 Google 48  
19 GoPro 50  
20 Huawei 52
21 KFC 54  
22 Kimberly Clark 56  
23 Lego 58  
24 Lenovo 60  
25 McDonald’s 62  
26 McDonald’s 64  
27 McDonald’s 66  
28 Nike 68  
© Level7 Education Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 3

Concepts
Essay Organization(s) Page
C U E G I S
29 NTUC Fairprice Co-operative 70  
30 Ocean Park 72  
31 Orrick 74  
32 OSIM 76  
33 PT Indofood 78  
34 Riot Games 80  
35 Samsung 82  
36 Shangri-La 84  
37 Siemens BenQ 86  
38 Sime Darby 88  
39 SIA & Apple 90  
40 Singapore Post Limited 92  
41 Starbucks 94  
42 Starbucks 96  
43 Tesla 98  
44 Toyota 100  
45 Uniqlo 102  
46 Volkswagen 104  
47 Walmart 106  
48 Yeo Hiap Seng 108  
49 Yves Saint Laurent (YSL) 110  
50 Zara 112  

© Level7 Education Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 4

Contents page (annotated versions)

Concepts
Essay Organization(s) Page
C U E G I S
1 3M 114  
2 AIA 117  
3 Apple 120  
4 Bandai 123  
5 Belle 126  
6 Bershka 129  
7 Breadtalk 132  
8 BAT 135  
9 Cathay Pacific & SIA 138  
10 Coca-Cola 141  
11 Dunkin Donuts & Mercedes 144  
12 Facebook & Minsheng 147  
13 Fairwood 150  
14 Foxconn 153  
15 Fraser and Neave Limited 156  
16 Genting 159  
17 Google 162  
18 Google 165  
19 GoPro 168  
20 Huawei 171
21 KFC 174  
22 Kimberly Clark 177  
23 Lego 180  
24 Lenovo 183  
25 McDonald’s 186  
26 McDonald’s 189  
27 McDonald’s 192  
28 Nike 195  
29 NTUC Fairprice Co-operative 198  
30 Ocean Park 201  
31 Orrick 204  
32 OSIM 207  
33 PT Indofood 210  
34 Riot Games 213  

© Level7 Education Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 5

Concepts
Essay Organization(s) Page
C U E G I S
35 Samsung 216  
36 Shangri-La 219  
37 Siemens BenQ 222  
38 Sime Darby 225  
39 SIA & Apple 228  
40 Singapore Post Limited 231  
41 Starbucks 234  
42 Starbucks 237  
43 Tesla 240  
44 Toyota 243  
45 Uniqlo 246  
46 Volkswagen 249  
47 Walmart 252  
48 Yeo Hiap Seng 255  
49 Yves Saint Laurent (YSL) 258  
50 Zara 261  

© Level7 Education Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 6

Introduction

How to use this resource pack

Thank you for purchasing this resource pack.

Section C in Paper 2 of the IB Business Management examination assesses conceptual
understanding in the context of business management content. The CUEGIS essay has
a significant implication on the final grade in the examination, as outlined in the table
below:

Paper 2 Business Management Examination
Higher Level Standard Level
 Total marks: 70 marks  Total marks: 50 marks
 CUEGIS essay: 20 marks  CUEGIS essay: 20 marks
 20/70 marks = 28.57%  20/50 marks = 40%
 Weighting of P2: 35%  Weighting of P2: 45%
 Section C weighting = 0.2857 × 35 =  Section C weighting = 0.4 × 45 =
10% 18%
10% of P2 grade 18% of P2 grade

This 263-page resource pack has been created by teachers for teachers and Business
Management students alike. All the essays in this resource pack have been written by
actual students and then marked by the authors. A great lesson activity is asking students
to mark one of the blank essays (in this resource pack), using the CUEGIS assessment
criteria. You can then compare and contrast the grades given, which is an effective way
to initiate classroom discussion. Making this a regular class activity leads to a much better
understanding of the CUEGIS concepts overall, in preparation for assessment in Paper
2, Section C.

Here are our top tips for students to succeed in the Paper 2, Section C:

1. Provide a definition of the concepts and the business management content given
in the question.

2. Make sure you consistently demonstrate a clear link between the title question and
the contents of your essay.

3. Structure your essays using an introduction, body of the essay and a conclusion.
There should be fit-for-purpose paragraphs throughout the essay.

4. Use examples of real business organizations which are up-to-date and link these
to the essay title question.
© Level7 Education Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 7

5. You can use the same organization in your Internal Assessment or your (Business
Management) Extended Essay. But always have a few real-world organizations to
fall back on.

6. Before starting the essay, take time to think about the most appropriate
organization and consider relevant aspects of business management content.

7. Avoid sweeping (generic) statements and make sure your arguments are
substantiated with examples and evidence.

8. Make sure you fully understand the five assessment criteria (see KARSI below).

9. Ensure you provide reasoned judgements (Criterion C) in your arguments.
Basically, if an examiner can ask “why?” or write “not explained” on your script, you
cannot score full marks for Criterion C.

10. Knowledge of and reference to the CEO or entrepreneur is a good way to identify
an individual’s perspective (Criterion E).

An Introduction to KARSI

Getting to grips with the assessment criteria for the CUEGIS essay can be daunting for
students, especially when there are five to cover in approximately 30 minutes, under exam
conditions!

A more effective way for students to remember the criteria, as opposed to A, B, C, D and
E is the mnemonic KARSI. This is a great word as it has many interesting meanings which
can be used in the classroom; our favourite being a long gone Game of Thrones character!

The KARSI mnemonic

Description
IB Criterion KARSI Criterion

Knowledge and conceptual understanding
A K

Application
B A

Reasoned arguments
C R

Structure
D S

Individuals and societies
E I

© Level7 Education Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 8

For the following 50 essays, you will find each has been annotated by the authors with the
KARSI criterion. This has been done to show students and teachers alike how the criterion
can be applied and what the difference is between each of them. For example, where the
essay has been annotated with (K), this means the candidate has successfully shown
knowledge and understanding of one of the concepts or relevant business management
content. However, it does not necessarily mean the candidate has achieved full marks for
this criterion. To better understand how marks have been awarded, the feedback sheet
and overall comment should be referred to.

About the authors

Alric Chong spent 5 years studying at the University of Sydney and Macquarie University
in Australia, where he obtained his Bachelor and Master’s degrees in Commerce (ASCPA
Associate) respectively. He has over 15 years of teaching experience, having worked in
various educational institutions including Bendemeer Secondary School (Singapore),
Temasek Polytechnic (Singapore), Anglo-Chinese School Independent (Singapore),
Overseas Family School (Singapore) and Shanghai Singapore International School
(Shanghai, China). Alric currently teaches IB Business Management, Economics and
Individuals & Societies at Victoria Shanghai Academy, Hong Kong. He is an experienced
examiner for IB Business Management.

Lois Johnston-Walker studied for her Master’s degree in International Management at
the University of Sunderland, UK after completing her BA in Business Administration. She
went on to complete a PGCSE in Business at the University of Huddersfield before starting
her teaching career in London, UK. She has over 12 years of teaching experience,
including working as Head of Business Studies at Ruislip High School in London. At the
time of publication, Lois works at the British International School of Shanghai but will be
Lois moving to Hailyebury Astana in Kazakhstan where she will introduce Business
Management as Head of Department. She also has a wealth of experience as an
examiner.

© Level7 Education Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 9

Testimonials

“Overall, I think this is a fantastic resource for both students and teachers. It is clearly laid
out and easy to follow. The KARSI annotations are a good inclusion, and the comments
for each criterion are also helpful. I wish the authors every success with this resource!”
Fiona Charnely, Carey Grammar School, Australia

“What I like are the detailed examiner criterion feedback, the overall comments and links
to the assessment criteria.”
Keith Collins, Western International School of Shanghai

“A brilliant resource for BM teachers and students. Lots of good examples / case studies
to help students prepare for this difficult assessment component of the course.”
Jon M. Smith, ITS School, Hong Kong

“I found the essays very interesting, and the criteria based grading within the essay is
very useful.”
Prachi Gupta, IB Diploma Programme Coordinator, Yew Chung International School of
Beijing

You may also be interested in the CUEGIS Posters, created by Anson Miu. The six
posters are available as a password-protected PDF file, from Level7 Education, priced at
USD20 (order through [email protected])

© Level7 Education Alric Chong & Lois Johnston-Walker
50 Excellent CUEGIS Essays page 10
Top 4 Tips for Writing Excellent CUEGIS Essays

Tip 1: Possible combinations of the CUEGIS concepts in examination questions

To be better prepared for Paper 2 Section C essay questions, knowing how CUEGIS concepts could be combined could help you prepare
specific case studies and examples in advance.

There is a maximum of 30 possible combinations of CUEGIS concepts in Paper 2 Section C since two concepts are asked in each of the
three questions without any overlap. Each corresponding set of boxes below indicate one possible combination. For example, Change
and Culture (C and U), or Globalization and Strategy (G and S).

There are also two styles of questions. One style, which appears in the IB specimen papers, is the impacts of both concepts on a particular
content. The second style, which appeared in the 2016 examinations, is the impact of one concept on another. The diagram below shows
the various combinations possible. The arrows denote the impact of one concept on another. Past examination questions are indicated
in red. For example, the impact of Globalization on Change, or the impact of Innovation on Strategy.

impact on
impact on impact on impact on impact on

C U U May 2016 E E Nov 2016 G G I I May 2016 S
C E U G E I G S
impact on
C May 2016 G U I E S

C Nov 2016 I U Nov 2016 S imp act on
C S impa ct on
impact on

impact on

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