📚 Year 7 SQA Business: Case Study in Action – A Practical Guide | SQA七年级商务：案例分析实战指南
Welcome to a hands-on case study guide designed especially for Year 7 SQA Business. In business, it is not enough to memorise definitions; you must learn to apply knowledge to real-world situations. This article takes you through a complete case study of a student entrepreneur, Alex, who wants to run a biscuit stall at the school fete. By stepping into Alex’s shoes, you will practise essential skills: analysing an idea, conducting market research, understanding costs, setting a price, and evaluating outcomes. Each section will build your confidence in breaking down business problems logically. Use this guide to sharpen your analytical thinking and get ready for any case study question that comes your way.
欢迎来到专为 SQA 七年级商务课程设计的案例分析实战指南。在商科学习中，仅仅记住定义是不够的；你必须学会将知识应用到真实情境中。本文将通过一个完整的案例——学生创业者 Alex 想在学校义卖会上经营一个饼干摊位——带你演练所有的关键环节。通过站在 Alex 的角度思考，你将练习重要技能：分析商业构想、开展市场调研、理解成本、设定价格和评估结果。每一部分都会帮助你建立逻辑拆解商业问题的信心。用这份指南来提升你的分析思维，为应对任何案例分析题目做好准备。
1. Introducing the Business Case: Alex’s Biscuit Stall | 案例引入：Alex的饼干摊位
Alex is a Year 7 pupil who enjoys baking at home. The school has announced a summer fete where students can set up small stalls to sell handmade items. Alex sees an opportunity to turn a hobby into a mini-business. The idea is simple: bake a batch of chocolate chip biscuits the night before, package them attractively, and sell them to classmates and teachers at the fete. However, before diving in, Alex must think like an entrepreneur and answer some key questions: Is there enough demand? What price should be charged? Will the stall make a profit? This case study will guide you through the step-by-step decisions Alex needs to make.
Alex 是一名七年级学生，平时喜欢在家烘焙。学校宣布将举办一次夏季义卖会，学生可以设立小摊位出售手工制品。Alex 看到了把爱好变成小型生意的机会。想法很简单：提前一晚烤一批巧克力碎片饼干，进行精美包装，然后在义卖会上卖给同学和老师。但在开始之前，Alex 需要像企业家一样思考，回答几个关键问题：需求是否充足？应该定什么价格？摊位能盈利吗？这个案例分析将带你一步步走过 Alex 必须面对的每一个决策。
2. SWOT Analysis: Checking the Idea | SWOT分析：检验构想
Strengths: Alex bakes regularly and has a reliable recipe for chocolate chip biscuits. Ingredients are cheap and easily available. Because the biscuits are homemade, they can be marketed as a fresher, more personal alternative to shop-bought snacks.
优势：Alex 经常烘焙，并且有一套可靠的巧克力碎片饼干食谱。原料便宜且容易买到。因为是手工自制，这些饼干可以定位为比商店零食更新鲜、更有温度的选择。
Weaknesses: Alex has no experience selling food to others and is a little shy. The biscuits need to be baked the evening before to stay fresh, which limits the quantity that can be produced. There is also a risk of leftovers if sales are lower than expected.
劣势：Alex 没有向他人销售食品的经验，性格也有些害羞。为保持新鲜，饼干需要在义卖会前一晚烤好，这就限制了产量。此外，如果销量低于预期，还有可能剩下很多饼干。
Opportunities: Many students bring pocket money to school fetes and look for affordable treats. Teachers and parents also attend, expanding the customer base. If the stall does well, Alex could start taking orders for birthdays or other school events.
机会：许多学生都会带零花钱来学校义卖会，寻找物美价廉的小零食。老师和家长也会参加，这就扩大了顾客群体。如果摊位成功，Alex 还可以开始接受生日派对或其他学校活动的订单。
Threats: Other stalls might also sell sweet snacks or drinks, offering direct competition. Weather on the day could be bad, keeping people away. A last-minute change in school rules or hygiene requirements could delay the plan.
威胁：其他摊位也可能会出售甜食或饮料，形成直接竞争。当天的天气可能不好，影响人流。学校规定或卫生要求发生临时变动也可能打乱计划。
3. Market Research in Action | 市场调研实践
Alex decides to conduct simple primary research before committing to the idea. A short questionnaire is handed to 30 classmates. It asks: “Which biscuit flavour do you like most? Do you have any food allergies? How much would you pay for a small pack of 3 biscuits?” The results show that chocolate chip is the favourite flavour (16 out of 30 votes), followed by oat and raisin (9 votes), with the rest preferring shortbread. No one reported allergies related to the ingredients. The majority (25 students) said they would pay up to £1.50 for a pack, but most suggested £1 as a fair price.
Alex 决定在投入之前先进行简单的原始调研。一份简短的问卷发给了30位同班同学，题目包括：“你最喜欢哪种口味的饼干？是否有食物过敏？一份3块装的小包装饼干你愿意付多少钱？”结果显示，巧克力碎片是最受欢迎的口味（30票中得16票），其次是燕麦葡萄干口味（9票），其余同学喜欢黄油酥饼。没有人报告与原料相关的过敏情况。大部分学生（25人）表示愿意为一小包支付最多1.50英镑，但大多数人认为1英镑才是比较公平的价格。
This research is valuable because it reduces uncertainty. Instead of guessing what people want, Alex now has data to support product and pricing decisions. It also shows the importance of asking the right questions—such as checking allergies—to avoid problems later.
这次调研很有价值，因为它减少了不确定性。Alex 不再靠猜测，而是用数据来支撑产品和定价决策。调研也说明了提出正确问题的重要性——比如询问过敏情况——以便提前避免麻烦。
4. Identifying the Target Customer | 识别目标客户
From the research, the typical customer is a student aged 11–13, with a sweet tooth, limited weekly pocket money (around £2–£3), and a desire for a small, tasty snack that feels like a treat. Some teachers and parents may also buy if the price is reasonable and the presentation is good. Alex decides to focus primarily on friends and classmates, as they are the easiest to reach and influence.
根据调研，典型客户是11到13岁的学生，他们喜欢甜食，每周零花钱有限（大约2–3英镑），渴望一份感觉上犒劳自己的小零食。如果价格公道、包装好看，部分老师和家长也可能购买。Alex 决定主要聚焦朋友和同学，因为这个群体最容易接触和影响。
Understanding the target customer helps Alex tailor every later decision—from biscuit size to the style of the poster. A clear customer profile is the foundation of any solid business plan.
理解目标客户有助于 Alex 调整之后的每一项决策——从饼干大小到海报的风格。清晰的客户画像是任何扎实的商业计划的基础。
5. The Marketing Mix (4Ps) | 营销组合 (4Ps)
The marketing mix is a tool that helps businesses think about four key elements: Product, Price, Place, and Promotion. For Alex’s stall, the product is a 3-pack of homemade chocolate chip biscuits in a clear bag with a sticker; the price is initially set at £1 based on the survey; the place is a stall in the school hall near the entrance; and the promotion involves a colourful poster, word of mouth, and a short message in the class group chat.
营销组合是一个帮助企业思考四个关键要素的工具：产品、价格、地点和促销。对 Alex 的摊位来说，产品是一份3块装的手工巧克力碎片饼干，用透明袋加贴纸包装；价格根据调研初步定为1英镑；地点是学校大厅入口附近的摊位；促销包括一张色彩鲜艳的海报、口碑传播以及班级群聊里的一条简短消息。
Each of the 4Ps must work together. If the product looks premium but the price is too low, customers might think it is poor quality. If promotion is strong but the place is hidden, sales will suffer. Alex will need to balance all four to create a consistent offer.
4Ps 中的每一个要素都必须协同合作。如果产品看起来很高档但定价太低，顾客可能会觉得质量不好。如果促销做得很充分但地点很隐蔽，销量也会受到影响。Alex 需要平衡这四点，才能打造一个有说服力的整体方案。
6. Product and Price Decisions | 产品与定价决策
Alex chooses to bake only chocolate chip biscuits to keep production simple. Each pack contains three biscuits, which is a satisfying portion without being too expensive to make. The biscuits are sealed in a clear bag with a hand-drawn sticker that reads “Alex’s Bakery – Fresh & Yummy”. This adds a personal touch and makes the product stand out from generic shop snacks.
Alex 选择只烤巧克力碎片饼干，以简化制作流程。每包含三块饼干，这样既能让人吃得开心，又不至于制作成本过高。饼干用透明袋封装，贴上手工绘制的贴纸，写着 “Alex’s Bakery – Fresh & Yummy”。这增添了个性化色彩，让产品从普通商店零食中脱颖而出。
For pricing, Alex considers three factors: what customers are willing to pay (up to £1.50), the cost of making each pack (later calculated as £0.40), and the prices of similar snacks sold at the local shop (around £0.80–£1.20). Setting the price at £1 strikes a balance—it is affordable for students, covers costs comfortably, and still looks like good value.
在定价方面，Alex 考虑了三个因素：顾客愿意支付的上限（最高1.50英镑）、每包的制作成本（后续计算为0.40英镑）以及本地商店类似零食的价格（约0.80–1.20英镑）。把价格定在1英镑达到了平衡——学生负担得起，能很好地覆盖成本，而且看起来物超所值。
7. Cost Breakdown and Break-Even Point | 成本分解与盈亏平衡点
To know if the stall can be profitable, Alex splits costs into variable and fixed. Variable costs change with the number of packs made; fixed costs stay the same regardless. Alex estimates the variable cost per pack: ingredients (flour, butter, sugar, chocolate chips) cost £0.30, and a clear bag with sticker costs £0.10, giving a total variable cost of £0.40 per pack. The only fixed cost is the £5 stall fee paid to the school.
为了判断摊位能否盈利，Alex 将成本分为变动成本和固定成本。变动成本随制作包数变化；固定成本保持不变。Alex 估算每包的变动成本：原料（面粉、黄油、糖、巧克力碎片）为0.30英镑，透明袋加贴纸为0.10英镑，合计每包变动成本0.40英镑。唯一的固定成本是交给学校的摊位费5英镑。
With a selling price of £1 per pack, each sale contributes £0.60 towards the fixed cost. Alex uses the break-even formula to find how many packs must be sold to cover the stall fee and start making profit:
售价为每包1英镑时，每卖出一包就有0.60英镑用于覆盖固定成本。Alex 使用盈亏平衡公式来算出需要卖出多少包才能抵消摊位费并开始盈利：
Break-even Point = Fixed Cost ÷ (Price – Variable Cost per pack) = £5 ÷ (£1 – £0.40) ≈ 9 packs
This means Alex must sell at least 9 packs just to avoid losing money. Any sales beyond 9 packs will generate profit. The calculation is simple but powerful—it tells Alex the stall is realistic even with modest sales.
这意味着 Alex 至少需要卖出9包才能做到不亏钱。超过9包的每一笔销售都会产生利润。这个计算虽然简单，但非常有力——它告诉 Alex，即使销量不大，这个摊位也是现实可行的。
8. Promotion and Place for the School Fete | 学校义卖会的促销与地点
Promotion: Alex designs an A4 poster with bright colours and a picture of a chocolate chip biscuit. The poster is displayed on the school noticeboard three days before the fete. Alex also sends a friendly message to the class group chat saying, “Come grab some fresh homemade biscuits at my stall this Friday – only £1!” On the day, Alex offers one free sample biscuit to the first five customers to attract a crowd.
促销：Alex 设计了一张色彩鲜艳的 A4 海报，上面画着一块巧克力碎片饼干。海报在义卖会前三天贴在了学校的布告栏上。Alex 还在班级群聊中发了一条友好的消息：”这个周五来我的摊位尝尝新鲜手工饼干吧——只要1英镑！” 活动当天，Alex 还会向前五位顾客赠送一小块试吃饼干，以吸引人气。
Place: The stall is positioned near the main entrance of the school hall. This is a high-traffic spot where everyone entering must pass by. A clean tablecloth, neat rows of biscuit packs, and a visible price sign make the stall look inviting and professional.
地点：摊位设在学校大厅入口附近。这是一个人流量很大的位置，
Published by TutorHao | Year 7 商务 Revision Series | aleveler.com
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