Year 7 CIE Business: Case Study Practical Workshop | 案例分析实战演练

📚 Year 7 CIE Business: Case Study Practical Workshop | 案例分析实战演练

Welcome to this practical case study workshop, designed especially for Year 7 CIE Business students. A case study brings business concepts to life by placing you in a real-world scenario. Instead of memorising definitions, you will learn how to apply ideas like needs and wants, market research, profit, and opportunity cost to a small business run by someone your age. As you work through each section, pause and think about how you would make similar decisions.

欢迎来到这个专门为 Year 7 CIE 商务学生设计的案例分析实战演练。案例研究通过将你置于真实情境中，让商业概念变得生动。你无需死记硬背定义，而是会学习如何将一个与你同龄的人经营的小企业，应用到需求与欲望、市场调研、利润和机会成本等概念上。在你阅读每一节内容时，不妨停下来想一想，如果是你，会如何做出类似的决定。

1. Introducing the Case Study | 案例介绍

Meet Sarah, a Year 7 student with a creative hobby. She loves making colourful beaded bracelets in her spare time. One day, she noticed that many of her school friends were admiring her bracelets and asking where they could buy something similar. Sarah spotted a business opportunity: she could turn her hobby into a small enterprise, sell bracelets to her classmates, and earn some pocket money while providing a product people genuinely wanted.

来认识一下莎拉，一名爱好手工的 Year 7 学生。她闲暇时喜欢制作色彩缤纷的串珠手链。有一天，她发现许多同学都很喜欢她的手链，并询问在哪里能买到类似的东西。莎拉察觉到一个商业机会：她可以将自己的爱好变成一个小型企业，把手链卖给同学，既能赚点零花钱，又能提供大家真正想要的产品。

2. Identifying Needs and Wants | 识别需求与欲望

In business, it is crucial to distinguish between needs and wants. Needs are things we must have to survive, such as food, water, and shelter. Wants are items we desire but can live without, like fashionable accessories. Sarah realised that her bracelets satisfied a want, not a need. Students wanted unique, handmade jewellery that allowed them to express their style. Understanding this helped Sarah know that her product would only sell if it appealed to people’s desire for self-expression.

在商务中，区分需求与欲望至关重要。需求是我们生存所必需的东西，比如食物、水和住所。欲望是我们渴望但并非必需的东西，比如时尚配饰。莎拉意识到她的手工手链满足的是一种欲望而非需求。学生们想要独一无二的手工饰品来展现自己的风格。理解这一点有助于莎拉明白，只有迎合了人们对自我表达的渴望，她的产品才会有销路。

3. Conducting Market Research | 开展市场调研

Before buying any materials in bulk, Sarah decided to do some primary market research. During lunch breaks, she asked 30 friends and classmates a few simple questions: Do you like beaded bracelets? What colours and bead types do you prefer? How much would you be willing to pay for a custom bracelet? She recorded their answers in a notebook. This quick survey gave her valuable insight and reduced the risk of making products nobody wanted.

在批量采购材料之前，莎拉决定做些一手市场调研。午餐休息时，她向30位朋友和同学问了几个简单的问题：你喜欢串珠手链吗？你更喜欢什么颜色和珠子种类？你愿意为一条定制手链支付多少钱？她把答案记录在一个笔记本上。这份快速调查为她提供了宝贵的信息，降低了生产出无人问津产品的风险。

4. Designing the Product | 设计产品

Using her research, Sarah chose to offer mixed-colour bracelets with glass and wooden beads, as those were the most popular choices. She also decided to include a customisation option where customers could request their favourite colour combinations or add a letter charm. In business terms, the bracelet itself is a good – a tangible item. The customisation service, however, adds value and makes her offer more attractive. The product needed to look good, feel comfortable, and represent good value for money.

借助调研结果，莎拉选择推出混合颜色的玻璃珠加木珠手链，因为这是最受欢迎的组合。她还决定提供定制选项，顾客可以要求搭配自己最喜欢的颜色组合或添加字母挂饰。用商业术语来说，手链本身是一种商品，即有形物品。而定制的服务则增加了价值，让她的产品更具吸引力。产品必须外观精美、佩戴舒适，且物有所值。

5. Price and Cost Analysis | 价格与成本分析

Sarah calculated that the raw materials for one bracelet cost her £2.00 on average, including beads, thread, and a small clasp. Her survey showed most students were willing to pay between £4.00 and £5.00. She set the price at £4.50 to keep it affordable while still earning a decent margin. This price was strategic: not so low that customers might think the bracelet was poor quality, and not so high that it would put off her school audience.

莎拉计算出每条手链的原材料平均成本为2.00英镑，包括珠子、线和一个小搭扣。她的调查显示，大多数学生愿意支付4.00到5.00英镑。她将售价定为4.50英镑，既让学生们买得起，又能保持可观的利润空间。这个价格经过了仔细考量：定得太低，顾客可能会认为质量不好；定得太高，又会把同学们吓跑。

6. Promotion and Place | 促销与渠道

Sarah used simple but effective promotional methods. She wore her own bracelets to school every day and showed sample designs during break times. With her parents’ permission, she shared photos of new designs in a class WhatsApp group. She did not need formal advertising because word-of-mouth spread quickly. As for place, Sarah sold directly to her friends during the morning break and after school in the playground, making it convenient for customers to see and buy the product where they already gathered.

莎拉采用了一些简单却有效的促销方法。她每天都戴着自己做的手链去学校，课间休息时还会展示样品。在父母同意后，她在班级的 WhatsApp 群里分享了新设计的照片。她不需要正式的广告，因为口碑相传的速度很快。至于销售渠道，莎拉在上午课间休息和放学后在操场上直接向朋友们出售，让顾客能够在他们本就聚集的地方轻松看到并购买产品。

7. Financial Outcomes: Revenue and Profit | 财务结果：营收与利润

In her first week of selling, Sarah made and sold 15 bracelets. Her total revenue was 15 × £4.50 = £67.50. The total cost of materials was 15 × £2.00 = £30.00. Her profit before paying for any other sundries was therefore:

Profit = Revenue – Total Costs = £67.50 – £30.00 = £37.50

在售卖的**第一周**，莎拉制作并卖出了15条手链。她的总营收是15 × 4.50 = 67.50英镑。材料总成本为15 × 2.00 = 30.00英镑。因此，在扣除其他杂项之前，她的利润为：

利润 = 营收 – 总成本 = 67.50英镑 – 30.00英镑 = 37.50英镑

This positive profit surprised Sarah and gave her confidence. She understood that if she sold more bracelets, revenue would rise, but she would also need to control costs carefully to keep profit high.

这笔正利润让莎拉感到惊喜，也给了她信心。她明白了，如果卖出更多手链，营收就会增加，但她也需要谨慎控制成本，才能保持高利润。

8. Understanding Opportunity Cost | 理解机会成本

Running a business, even a small one, involves trade-offs. While Sarah was threading beads and taking orders, she gave up the chance to do other activities, such as completing homework early, playing sports, or spending time on social media. The next best alternative she sacrificed was the opportunity cost. For example, if her second-favourite way to spend the afternoon was revising for a Science test, then the improvement in that test score was the opportunity cost of making bracelets. Recognising this helped Sarah decide how much time to commit to her business.

经营企业，哪怕规模很小，也涉及权衡取舍。当莎拉在串珠和接单时，她就放弃了做其他事情的机会，比如提早完成作业、参加体育训练或刷社交媒体。她所牺牲的次优选择就是机会成本。例如，如果她下午第二喜欢做的事情是复习科学测试，那么考试分数的提高部分就是她制作手链的机会成本。认识到这一点帮助莎拉决定应该为她的生意投入多少时间。

9. Stakeholders and Their Interests | 利益相关者及其利益

Stakeholders are individuals or groups that have an interest in a business’s activities. For Sarah’s bracelet business, the main stakeholders and their interests were as follows:

利益相关者是指对企业的活动有兴趣的个人或群体。对于莎拉的手链生意，主要的利益相关者及其关注点如下：

Stakeholder 利益相关者	Interest 关注点
Customers (classmates) 顾客（同学）	Stylish, durable bracelets at a fair price 款式新颖、结实耐用且价格公道的手链
Sarah (owner) 莎拉（业主）	Earn profit, enjoy the creative process, gain experience 赚取利润、享受创作过程、积累经验
Parents 家长	Ensure Sarah balances business with schoolwork and safety 确保莎拉在生意、学业和安全之间取得平衡
School 学校	Business does not disrupt lessons or break school rules 经营活动不干扰课堂、不违反校规
Bead supplier 珠子供应商	Regular orders and prompt payment 稳定订单和及时付款

Sometimes the interests of different stakeholders come into conflict. For instance, Sarah might want to expand selling time after school, but her parents might prefer she focus on homework. A good business owner tries to balance these interests.

有时候，不同利益相关者的关注点会发生冲突。例如，莎拉可能想延长放学后的销售时间，但她的父母或许更希望她集中精力完成作业。一个好的企业经营者会努力平衡这些利益。

10. The Marketing Mix in Action | 营销组合的实际运用

Sarah’s experience illustrates the famous 4Ps of the marketing mix – Product, Price, Place, and Promotion – working together. She designed a product based on customer feedback (Product), set a price that covered costs and met customers’ willingness to pay (Price), sold in a location convenient for her target market (Place), and used word-of-mouth along with social media to spread the message (Promotion). When all four Ps are aligned, a business has a much better chance of connecting with its customers.

莎拉的经历生动地展示了著名的营销组合4P——产品、价格、渠道和促销——是如何协同作用的。她根据顾客反馈设计产品（产品），设定了一个既能覆盖成本又符合顾客支付意愿的价格（价格），在对目标市场而言方便的地点销售（渠道），并利用口碑和社交媒体传播信息（促销）。当这四个P协调一致时，企业就更有可能与顾客建立起联系。

11. Evaluation and Next Steps | 评估与下一步

After the first week, Sarah reflected on what went well and what could be improved. Selling 15 bracelets was promising, but a few customers mentioned that the clasp was difficult to fasten. Sarah decided to source a higher-quality clasp for an extra £0.20 per bracelet, which would raise her cost to £2.20. To maintain her profit margin, she considered raising the price slightly to £4.80. However, before making changes, she would ask a few loyal customers for feedback. This process – review, improve, test – is vital for any growing business.

第一周过后，莎拉反思了哪些方面做得好、哪些方面可以改进。卖出15条手链是个不错的开端，但有几位顾客提到搭扣不太好扣上。莎拉决定为每条手链额外多花0.20英镑采购更优质的搭扣，这会使她的成本升至2.20英镑。为了保持利润空间，她考虑将价格略微上调到4.80英镑。不过，在做任何调整之前，她会先向几位忠实顾客征求反馈。这一“回顾、改进、测试”的过程对于任何成长中的企业来说都至关重要。

12. Lessons Learned and Your Own Case Study | 经验总结与你的案例分析

Sarah’s story teaches us several core business concepts from the Year 7 CIE syllabus: the difference between needs and wants, the value of market research, the importance of cost and price decisions, calculating profit, understanding opportunity cost, and balancing stakeholder interests. Now it is your turn. Think of a small business you could start, or pick a local shop you know, and run through the same questions. What need or want does it satisfy? How does it set its price? Who are its stakeholders? Applying these questions to real examples will sharpen your business thinking and prepare you for more advanced topics.

莎拉的故事教会了我们 Year 7 CIE 课程中的多个核心商业概念：需求与欲望的区别、市场调研的价值、成本与定价决策的重要性、利润计算、对机会成本的理解，以及平衡利益相关方的利益。现在轮到你了。想一个你可以创办的小生意，或者挑一个你熟悉的本地店铺，用同样的问题去分析一遍。它满足的是哪种需求或欲望？它是如何定价的？它的利益相关者有哪些？将这些提问运用到真实案例中，将会锻炼你的商业思维，为你学习更高级的课题做好准备。

Published by TutorHao | Business Revision Series | aleveler.com

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Year 7 CIE Business: Case Study Practical Workshop | 案例分析实战演练