📚 Year 7 CAIE Business: Case Study Practice | 七年级CAIE商务：案例分析实战演练
Case studies are a key part of Year 7 CAIE Business. They test your ability to apply business concepts to real-world scenarios. In this article, we will walk through a sample case study and learn how to analyze a business situation step by step. You will practice identifying business types, market factors, marketing mix, costs, and stakeholders. By the end, you will feel confident tackling any case study in your exams.
案例研究是七年级CAIE商务课程的重要组成部分。它考查你将商业概念应用于真实场景的能力。在本文中，我们将通过一个示例案例，逐步学习如何分析商业情境。你将练习识别企业类型、市场因素、营销组合、成本和利益相关者。最终，你将能够自信地应对考试中的任何案例分析。
1. Introducing the Case Study | 案例介绍
Let’s meet Sam, a Year 7 student who has started a small business selling stationery at his school. He noticed that many classmates forget to bring pens, pencils, or notebooks. He decided to buy stationery in bulk from a local wholesaler and sell individual items at a small profit. Sam borrowed £20 from his parents to buy his first stock. He sells during lunch break outside the canteen. This is our case study.
让我们认识山姆，一名七年级学生，他在学校创办了一家销售文具的小企业。他注意到许多同学忘记带笔、铅笔或笔记本。他决定从当地批发商处批量购买文具，然后以少量利润单独售卖。山姆向父母借了20英镑用于购买首批库存。他在午休时间在食堂外售卖。这就是我们的案例研究。
Key facts: Start-up capital £20, product range: pens, pencils, erasers, small notebooks. Price: pens £0.50 each, pencils £0.30, erasers £0.20, notebooks £1.00. Average daily sales: 10 pens, 15 pencils, 10 erasers, 5 notebooks. Costs per item: pen £0.20, pencil £0.10, eraser £0.05, notebook £0.40. These numbers will help us calculate profit and evaluate decisions.
关键事实：启动资金20英镑，产品范围：笔、铅笔、橡皮、小笔记本。价格：笔每支0.50英镑，铅笔0.30英镑，橡皮0.20英镑，笔记本1.00英镑。日均销量：10支笔、15支铅笔、10块橡皮、5本笔记本。每件商品成本：笔0.20英镑，铅笔0.10英镑，橡皮0.05英镑，笔记本0.40英镑。这些数字将帮助我们计算利润并评估决策。
2. Identifying Business Type | 识别企业类型
The first step in any case study is to identify the type of business. Sam’s stationery stall is a sole trader business, as he owns and runs it alone. It is a small, unincorporated business with unlimited liability. This means Sam is personally responsible for any debts. It is also a retailer because he buys goods from a wholesaler and sells directly to consumers. There is no partnership or company structure.
任何案例分析的第一步是识别企业类型。山姆的文具摊属于个体经营企业，因为他独自拥有和经营。这是一个小型的、非注册企业，承担无限责任。这意味着山姆个人对任何债务负责。它也是一家零售商，因为他从批发商处购买商品并直接销售给消费者。没有合伙或公司结构。
Since Sam is a sole trader, he keeps all profits after covering costs, but he also bears all risks. If the business fails, his parents might not get their £20 back. This is important when evaluating his decisions.
由于山姆是个体经营者，他在支付成本后保留所有利润，但也承担所有风险。如果生意失败，他的父母可能无法收回20英镑。这在评估他的决策时很重要。
3. Understanding Market and Customers | 了解市场与顾客
A good case study analysis examines the market. Sam’s target market is fellow students at his school, specifically those who forget stationery or need emergency supplies. The demand is likely inelastic because when students need a pen for a class, they will pay a small premium. Sam has done informal market research by observing classmates and asking about their needs.
好的案例分析需要审视市场。山姆的目标市场是同校学生，特别是那些忘记带文具或需要应急用品的人。需求可能缺乏弹性，因为当学生上课需要一支笔时，他们愿意支付少量溢价。山姆通过观察同学并询问他们的需求，进行了非正式的市场调研。
Competitors? There might be a school shop, but Sam’s stall is more convenient. He also competes with students who borrow from friends. Understanding the market helps Sam set prices and decide what to stock. For example, if many students need rulers, he can add them.
竞争对手？可能有学校商店，但山姆的摊点更方便。他还与向朋友借文具的学生竞争。了解市场有助于山姆定价并决定库存。例如，如果许多学生需要尺子，他可以增加尺子。
4. The Marketing Mix (4Ps) | 营销组合（4P）
Product: Sam sells basic stationery items that are essential for schoolwork. He ensures quality is acceptable. The range could be expanded to include highlighters or sticky notes based on customer feedback.
产品：山姆销售学校作业必需的基本文具。他确保质量可接受。根据顾客反馈，产品范围可以扩大到荧光笔或便利贴。
Price: His prices are slightly higher than the cost to cover his profit, but still affordable. For example, a pen costs him £0.20 and he sells for £0.50, a markup of 150%. This pricing strategy is cost-plus pricing. He must be careful not to price too high, or students will go without or share.
价格：他的售价略高于成本以获取利润，但仍可负担。例如，一支笔成本0.20英镑，售价0.50英镑，加成150%。这种定价策略是成本加成定价。他必须注意不要定价过高，否则学生会不买或合用。
Place: He sells at a busy spot during lunch break, making it convenient for customers. The location outside the canteen captures hungry students who also realize they need a pen. This is a direct distribution channel.
地点：他在午休时间在热闹地点销售，方便顾客。食堂外的位置能吸引到那些肚子饿时也顺便发现需要一支笔的学生。这是一个直接分销渠道。
Promotion: Sam uses word-of-mouth and puts up a simple poster near the canteen. He might offer a discount for buying multiple items, such as ‘Buy a notebook and get a pen for £0.20’. This encourages larger purchases.
促销：山姆利用口碑传播，并在食堂附近张贴简单海报。他可能提供多买折扣，例如“买笔记本，笔只需0.20英镑”。这鼓励更大额购买。
5. Costs and Profit | 成本与利润
We calculate total daily revenue and costs to find profit. Here is a breakdown:
我们计算每日总收入和成本以得出利润。以下是明细：
- Pens: 10 × £0.50 = £5.00 revenue; cost 10 × £0.20 = £2.00. 笔：10支 × 0.50英镑 = 5.00英镑收入；成本10 × 0.20 = 2.00英镑。
- Pencils: 15 × £0.30 = £4.50 revenue; cost 15 × £0.10 = £1.50. 铅笔：15支 × 0.30英镑 = 4.50英镑收入；成本15 × 0.10 = 1.50英镑。
- Erasers: 10 × £0.20 = £2.00 revenue; cost 10 × £0.05 = £0.50. 橡皮：10块 × 0.20英镑 = 2.00英镑收入；成本10 × 0.05 = 0.50英镑。
- Notebooks: 5 × £1.00 = £5.00 revenue; cost 5 × £0.40 = £2.00. 笔记本：5本 × 1.00英镑 = 5.00英镑收入；成本5 × 0.40 = 2.00英镑。
Total daily revenue = £16.50. Total daily cost of goods sold = £6.00. Gross profit per day = £16.50 – £6.00 = £10.50.
每日总收入 = 16.50英镑。每日销售总成本 = 6.00英镑。每日毛利润 = 16.50 – 6.00 = 10.50英镑。
Sam has no other expenses for now, so net profit equals gross profit. If he sells for 20 school days a month, monthly profit = £10.50 × 20 = £210. That’s a strong return on a £20 investment. However, he should consider future costs like buying a display stand or saving for emergencies.
山姆目前没有其他开支，所以净利润等于毛利润。如果每月在校销售20天，月利润 = 10.50 × 20 = 210英镑。这对20英镑的投资来说是高回报。但他应考虑未来的成本，如购买展示架或为应急储蓄。
6. Stakeholders Analysis | 利益相关者分析
Stakeholders are individuals or groups with an interest in the business. For Sam’s stall, stakeholders include Sam (owner), his parents (lenders), customers (students), the school (provides permission), and possibly competitors (school shop).
利益相关者是与企业有利益关系的个人或群体。对山姆的摊位来说，利益相关者包括山姆（所有者）、他的父母（贷款人）、顾客（学生）、学校（提供许可），可能还有竞争对手（学校商店）。
Each stakeholder has different objectives. Sam wants profit and experience. Parents want their loan repaid and Sam to learn responsibility. Customers want affordable, quality stationery. The school wants no disruption to learning and may require a permission slip. Understanding these helps in making balanced business decisions. For example, if Sam becomes too noisy, the school might ban his stall, affecting all stakeholders.
每个利益相关者有不同的目标。山姆想要利润和经验。父母希望收回贷款并让山姆学会负责。顾客想要实惠优质的文具。学校希望不干扰学习，可能要求许可单。理解这些有助于做出平衡的商业决策。例如，如果山姆太吵闹，学校可能禁止他的摊位，影响所有利益相关者。
7. Making Decisions | 做出决策
Now we use the case study to suggest improvements or decisions. For example, Sam could expand his product range to include rulers and highlighters. He could increase promotion by offering a loyalty card: buy 10 pens, get 1 free. He needs to consider if he should repay his parents first or reinvest profit into more stock.
现在我们利用案例提出改进建议或决策。例如，山姆可以扩大产品范围，增加尺子和荧光笔。他可以通过提供忠诚卡加强促销：买10支笔，送1支。他需要考虑是否先偿还父母贷款，还是将利润再投资于更多库存。
Using data: if he adds rulers costing £0.15 and selling at £0.40, and estimates selling 5 per day, extra daily profit = 5 × (£0.40 – £0.15) = £1.25. This could be worthwhile. Before deciding, he should ask a few friends if they would buy rulers.
使用数据：如果他增加尺子，成本0.15英镑，售价0.40英镑，预估每天卖5把，额外日利润 = 5 × (0.40 – 0.15) = 1.25英镑。这可能是值得的。在决定之前，他应该问问朋友是否会买尺子。
A decision about pricing must consider elasticity. Raising the pen price to £0.60 might reduce quantity demanded. If demand drops to 8 pens, revenue from pens = 8 × £0.60 = £4.80, cost = 8 × £0.20 = £1.60, profit = £3.20, compared to current £3.00 profit (revenue £5 – cost £2). So profit increases by £0.20, but he might lose some customer goodwill. Case study analysis should weigh both financial and non-financial factors.
关于定价的决策必须考虑弹性。将笔价提高到0.60英镑可能会降低需求量。如果需求量降至8支，笔的收入 = 8 × 0.60 = 4.80英镑，成本 = 8 × 0.20 = 1.60英镑，利润 = 3.20英镑，而当前利润为3.00英镑（收入5 – 成本2）。因此利润增加0.20英镑，但他可能失去一些顾客的好感。案例分析应当权衡财务和非财务因素。
8. Writing a Case Study Answer | 撰写案例分析答案
When answering case study questions, always follow the structure: identify the issue, apply business concepts, use data from the case, and then make a justified recommendation. For example, if asked ‘Should Sam increase the price of pens?’, you would state the current price, note demand may fall, calculate new profit, and then conclude.
回答案例分析问题时，始终遵循结构：识别问题，应用商业概念，使用案例中的数据，然后提出合理的建议。例如，如果被问“山姆应该提高笔的价格吗？”，你要陈述当前价格，指出需求可能下降，计算新利润，然后得出结论。
Use sentences like ‘According to the case, Sam sells 10 pens daily at £0.50. If he raises the price to £0.60, and demand drops to 8 pens, his daily revenue from pens would change from £5 to £4.80, actually decreasing profit.’ Then add your recommendation: ‘I recommend he keeps the price unchanged to maintain sales volume and customer loyalty.’ Always support with data.
用这样的句子：“根据案例，山姆每天以0.50英镑卖出10支笔。如果他把价格提高到0.60英镑，需求量降至8支，他来自笔的日收入将从5英镑变为4.80英镑，实际上利润减少了。”然后加上建议：“我建议他保持原价以维持销售量和顾客忠诚度。”始终用数据支撑。
Also, mention stakeholders. ‘If the price rises, students may complain to the school, affecting Sam’s permission to trade.’ A balanced answer considers multiple perspectives.
此外，提及利益相关者。“如果价格上涨，学生可能向学校投诉，影响山姆的经营许可。”一个平衡的答案会考虑多种视角。
9. Common Mistakes | 常见错误
Students often forget to use data from the case study. They give generic answers. Avoid that. Always quote numbers. Another mistake is confusing profit with revenue. Remember profit = revenue – costs. Also, not considering stakeholders or external factors like school rules.
学生常常忘记使用案例中的数据。他们给出笼统的答案。避免这一点。始终引用数字。另一个错误是将利润与收入混淆。记住利润 = 收入 – 成本。另外，没有考虑利益相关者或外部因素如学校规定。
In exams, read the case twice and underline key figures. Look for clues like ‘borrowed from parents’, ‘limited time’, or ‘competition from the school shop’. These indicate the business environment. Don’t ignore non-financial details; they are often crucial for high marks.
考试时，阅读案例两遍并在关键数字下划线。寻找诸如“向父母借款”、“时间有限”或“来自学校商店的竞争”等线索。这些暗示了商业环境。不要忽略非
Published by TutorHao | Year 7 商务 Revision Series | aleveler.com
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