📚 Year 7 SQA Business: Case Study Practical Exercise | SQA 七年级商务：案例分析实战演练
Case studies bring business concepts to life. In this guide, you will learn a step-by-step method for analysing a real-world business situation, just as you might encounter in your SQA Year 7 Business assessments. By working through a complete practical example, you will build confidence in identifying problems, applying theory and making justified recommendations.
案例分析能让商业概念变得生动。本指南将教你一套分步骤的方法，用来分析真实的商业情境，这正是你在 SQA 七年级商务评估中可能会遇到的题型。通过一个完整的实战演练，你将学会如何发现问题、运用理论并作出有理有据的建议，从而建立信心。
1. What Is a Business Case Study? | 什么是商业案例分析？
A business case study is a detailed description of a real or imagined business situation. It usually presents facts about a company, its products, its customers and a specific challenge it faces. The reader’s job is to study the information, apply business knowledge and suggest what the business should do next.
商业案例分析是对一个真实或虚构的商业情境的详细描述。它通常会给出关于一家企业及其产品、客户和面临的特定挑战的事实信息。读者的任务是研究这些信息，运用商业知识，并建议企业下一步该如何做。
Case studies are not just stories—they are puzzles that test your ability to think like a business manager. You need to look beyond the surface and ask ‘why’ things are happening.
案例分析不仅仅是故事——它们就像谜题，考验你有没有能力像企业管理者一样思考。你需要透过表面现象，追问事情‘为什么会发生’。
2. Why Do We Use Case Studies in Business? | 为什么商科学习要使用案例分析？
Case studies help you practise decision-making in a safe environment. Instead of just memorising definitions, you get to use terms like ‘stakeholder’, ‘profit margin’ and ‘marketing mix’ to solve a realistic problem. This bridges the gap between theory and real-life business.
案例分析能帮助你在安全的环境中练习决策。你不是光死记定义，而是要运用‘利益相关者’、‘利润率’和‘营销组合’等术语来解决一个接近现实的问题。这在理论与真实商业之间架起了桥梁。
In SQA Year 7, exam questions often ask you to ‘analyse’ or ‘justify’ using a given case. The skills you build here—reading carefully, spotting clues, weighing up pros and cons—will directly improve your grades.
在 SQA 七年级考试中，题目经常要求你根据给出的案例进行‘分析’或‘论证’。你在这里培养的能力——仔细阅读、发现线索、权衡利弊——将直接提高你的成绩。
3. Step 1: Read and Understand the Whole Case First | 步骤一：先通读并理解整个案例
Before you write anything, read the case from start to finish without taking notes. This gives you a bird’s-eye view of who the business is, what it sells, and what challenge it is facing. Highlight key names, numbers and dates as you go.
在你动笔写任何东西之前，先从头到尾把案例通读一遍，不要记笔记。这样你能获得一个全局视野，了解这家企业是谁、卖什么、正面临什么挑战。读的同时划出关键的人名、数字和日期。
Pay special attention to the last paragraph—this often hints at the main question or decision the business must make. For example, ‘The owner is not sure whether to lower prices or introduce a new product.’
特别留意最后一段——这里往往暗示了企业必须作答的核心问题或决策。比如：‘企业主不确定是该降价还是推出新产品。’
4. Step 2: Identify the Key Facts and Figures | 步骤二：找出关键事实和数据
Now go back and list the hard data. This includes sales revenue, costs, number of employees, customer complaints or market share percentages. In business, decisions must be based on evidence, not just gut feeling.
现在回头再看一遍，列出硬数据。包括销售收入、成本、员工人数、顾客投诉或市场份额百分比。在商业中，决策必须基于证据，而不仅仅是直觉。
| Fact Category | Example Data |
| Sales revenue (monthly) | Dropped from £5,000 to £3,800 |
| Fixed costs | £1,200 per month |
| Customer footfall | Down 30% since new competitor opened |
| Staff turnover | Two part-time staff left in three months |
一旦你提取了关键事实和数据，就可以开始搜寻背后的含义。
If the case says a rival has just opened nearby, that is a clue about increased competition. If your firm’s customer reviews mention ‘slow service’, that points to an operational weakness. Every fact can be turned into a finding.
如果案例提到附近有竞争对手刚开业，这就是关于竞争加剧的线索。如果你公司的顾客评价提到‘服务慢’，那指向了运营上的弱点。每一个事实都能转化成一个发现。
5. Step 3: Pinpoint the Core Business Problem or Opportunity | 步骤三：准确定位核心商业问题或机遇
After gathering the facts, write a single sentence that describes the main issue. Avoid vague language—be as specific as the case allows. For instance, ‘The business is losing customers because its main product is seen as overpriced compared to a new competitor.’
在收集完事实之后，用一句话描述主要问题。避免模糊的语言——在案例允许的范围内尽量具体。例如：‘该企业正在流失顾客，因为其主打产品跟新竞争对手相比被视作定价过高。’
Sometimes the case hides more than one problem. A fall in sales could be caused by poor quality, a bad location or an unhappy workforce. Your job is to find the root cause, not just the symptom.
有时案例隐藏了不止一个问题。销售额下滑可能是因为质量差、选址不好或员工不满。你的任务是找出根本原因，而不只是表象。
6. Step 4: Apply Relevant Business Concepts | 步骤四：运用相关的商业概念
Now it’s time to show your subject knowledge. Link the facts to business terms you have studied. If customers are complaining, consider customer service and quality. If profits are shrinking, think about revenue, costs and break-even point.
现在是时候展示你的学科知识了。把事实与你学过的商业术语联系起来。如果顾客在抱怨，考虑‘客户服务’和‘质量’。如果利润在萎缩，想想‘收入、成本’和‘盈亏平衡点’。
- Stakeholders: Who is affected? Owners, employees, customers, suppliers, local community.
- Marketing mix (4Ps): Does the business need to change its Product, Price, Place or Promotion?
- Finance: Is cash flow a problem? Is the profit margin too low?
- Operations: Are there delays? Is equipment breaking down?
中文参考：利益相关者——谁受到影响？所有者、员工、顾客、供应商、当地社区。营销组合（4P）——企业是否需要改变其产品、价格、渠道或促销？财务——现金流是否存在问题？利润率是否过低？运营——是否存在延迟？设备是否经常出故障？
Using these concepts turns your answer from a guess into a professional analysis. Always define the term briefly when you first use it, e.g. ‘Stakeholders are any individuals or groups with an interest in the business.’
运用这些概念能让你的回答从猜测变为专业分析。第一次使用某个术语时，总是简短定义一下，例如：‘利益相关者是对企业享有权益的任何个人或群体。’
7. Step 5: Generate a Range of Possible Solutions | 步骤五：提出一系列可能的解决方案
Don’t jump to the first idea. List at least three distinct options the business could take. They should be realistic and based on the facts you have identified. For a café losing customers, options might be: lower prices by 10%, launch a loyalty card scheme, or introduce a new healthy snack range.
不要急着跳到第一个想法。列出至少三个不同的备选方案，企业可以采纳。它们应该是现实可行的，并基于你已经识别的事实。对于一家正在流失顾客的咖啡馆，方案可能有：降价10%、推出会员卡计划、或增加一个健康轻食系列。
Creativity matters, but wild ideas that ignore the case data will not earn marks. A solution like ‘close the business and move to another city’ is not practical if the case says the owner has just signed a five-year lease.
创意固然重要，但无视案例数据的异想天开不会得分。如果案例提到企业主刚刚签了五年租约，像‘关掉企业搬到另一个城市’这样的方案就不切实际。
8. Step 6: Evaluate Each Solution Using Pros and Cons | 步骤六：利用优缺点来评估每个方案
Take each option and build a mini argument for and against it. A table can help you organise your thinking. This shows the examiner you can see both sides of a decision.
拿出每个方案，为其建立正反两面的小论证。表格可以帮助你整理思路。这向考官展示了你能够看到决策的两面性。
| Option | Advantages | Disadvantages |
| Lower prices by 10% | Attract price-sensitive students; compete with rival | Profit margin falls; may not be sustainable long term |
| Loyalty card scheme | Encourages repeat visits; low upfront cost | Takes time to see results; needs promotion |
| New healthy snack range | Differentiates from competitors; taps into health trend | Higher ingredient costs; risk of waste if items do not sell |
在评估时要联系案例中的细节。如果案例提到该地区的顾客主要是学生，那么‘降价10%’的权重就更高。如果案例显示员工已经在超负荷工作，那么任何需要更多人工的方案都可能有风险。
Try to use ‘short term’ and ‘long term’ thinking. A price cut might bring customers back quickly but hurt profits later. A loyalty scheme might take a month to set up but build a lasting customer base.
要尝试使用‘短期’和‘长期’思维。降价可能很快把顾客拉回来，但日后会损害利润。积分卡计划可能需要一个月才能建立，但会培养出有黏性的顾客群。
9. Step 7: Make a Justified Recommendation | 步骤七：作出有依据的建议
Choose the best option based on the evidence you have weighed. Clearly state your recommendation and give at least two strong reasons why it is the most suitable. You should also briefly explain why you rejected the other options.
根据你已权衡的证据，选出最佳方案。清楚地陈述你的建议，并给出至少两个有力的理由说明为什么它最为合适。你还应该简要说明为什么排除了其他方案。
A well-justified answer sounds like this: ‘I recommend introducing a loyalty card scheme because it directly addresses the need for repeat customers and involves minimal risk. Lowering prices would hurt margins when the business is already making less profit, and a new snack range requires more investment.’
一个论证充分的回答听起来像这样：‘我建议推出积分卡计划，因为它直接解决了回头客需求，且风险极小。在企业利润已经下降的情况下，降价会损害利润率，而增加轻食系列则需要更多投资。’
10. Worked Example: The Study Brew Coffee Shop | 实战案例：研习煮意咖啡店
Now let’s practise everything together with a complete case. Read the information below carefully before moving to the next section.
现在让我们通过一个完整案例来综合练习。请仔细阅读以下信息，再进入下一节。
The Case: The Study Brew is a small coffee shop located next to a secondary school. It has been open for two years and is owned by Mr. Smith, who works in the shop full-time alongside two part-time student employees. The shop sells hot drinks, sandwiches and cakes. Over the past six months, monthly sales revenue has fallen steadily:
- January: £4,000
- February: £3,700
- March: £3,400
- April: £3,100
- May: £2,800
- June: £2,500
Monthly costs (rent, ingredients, wages) remain constant at £2,000. A new bubble tea shop, ‘Boba Bliss’, opened 200 metres away in February. Student surveys show that many teenagers find The Study Brew’s prices slightly high and its interior ‘a bit boring’. Some regular customers have mentioned that the service can be slow during lunch break when only one person is making coffee. Mr. Smith has £800 saved and is considering two options: (A) a 15% price discount on all drinks during school lunch hours, or (B) a ‘buy 5 get 1 free’ loyalty stamp card. He wants your advice.
案例：研习煮意是一家开在一所中学旁边的小型咖啡店。它已经营业两年，店主史密斯先生全职在店里工作，另有两名学生兼职员工。店内销售热饮、三明治和蛋糕。近六个月来，月销售收入持续下滑：一月 £4,000；二月 £3,700；三月 £3,400；四月 £3,100；五月 £2,800；六月 £2,500。每月成本（租金、食材、工资）稳定在 £2,000。一家名为‘波霸幸福’的新奶茶店于二月在 200 米外开业。学生调查显示，许多青少年觉得研习煮意的价格略高，店内装修‘有点无聊’。一些常客提到，午餐时段只有一个人做咖啡时服务太慢。史密斯先生有 £800 存款，正在考虑两个方案：(A) 校午餐时段所有饮品八五折；(B) ‘买五送一’的集章会员卡。他希望听听你的建议。
11. Applying the Steps to The Study Brew | 将分析步骤应用于研习煮意
Following our 7-step method, we can now break down the case.
套用我们的七步法，现在即可拆解这个案例。
Step 1: Read the whole case. It is clear the main challenge is falling revenue, and the likely causes include a new competitor, perceived high prices, a dull shop environment and slow service.
步骤一：通读整个案例。显然主要挑战是收入下滑，可能成因包括新竞争对手出现、感觉价格偏高、店面环境沉闷和服务速度慢。
Step 2: Key facts. Revenue dropped from £4,000 to £2,500 in six months. Monthly profit at start was £4,000 – £2,000 = £2,000; now it is £2,500 – £2,000 = £500. Break-even point is £2,000 so the business is still above water, but the trend is worrying. Boba Bliss opened in February—right when the decline accelerated.
步骤二：关键事实。收入从 £4,000 降至 £2,500。最初月利润为 £4,000 – £2,000 = £2,000；现在为 £2,500 – £2,000 = £500。盈亏平衡点是 £2,000，因此企业仍在水面之上，但趋势令人担忧。波霸幸福二月开业——恰逢降速加快的时间点。
Step 3: Core problem. The Study Brew is losing its student customer base to a new, more exciting competitor and is not meeting expectations on price, atmosphere and speed. The business must find a way to win back customers without spending more than £800.
步骤三：核心问题。研习煮意正将学生客群流失给一家更新潮的竞争对手，且在价格、氛围和速度上都未能满足期望。该企业必须找到一种方法，在不超过 £800 的预算内赢回顾客。
Step 4: Concepts. Stakeholders include Mr. Smith (owner), the two part-time staff, students and teachers (customers), the local supplier of coffee beans, and even Boba Bliss as a direct competitor. Marketing mix: Product (beverages and snacks), Price (perceived as slightly high), Place (good location near school but interior boring), Promotion (currently none). Finance: profit margin has shrunk from 50% to 20%.
步骤四：概念。利益相关者包括史密斯先生（所有者）、两名兼职员工、学生和老师（顾客）、当地咖啡豆供应商，甚至波霸幸福作为直接竞争者。营销组合：产品（饮品和零食）、价格（感知偏高）、渠道（靠近学校的位置不错，但内部装修无聊）、促销（目前无）。财务：利润率已从 50% 萎缩至 20%。
Step 5: Possible solutions. Option A: 15% lunchtime discount on all drinks. Option B: loyalty stamp card. But we can also think of a third: Option C: a small ‘speed-up’ investment—use £400 of the savings to buy a second coffee machine so both part-timers can serve at peak times, and spend £100 on brightening up the seating area with colourful posters and cushions.
步骤五：可能方案。方案 A：午餐时段全场饮品八五折。方案 B：集章会员卡。但我们还可以想到第三个：方案 C：一小笔‘提速’投资——用 £400 存款购买第二台咖啡机，让两位兼职员工在高峰期都能服务，再花 £100 用彩色海报和靠垫提亮座位区。
Step 6: Evaluation. Option A advantages: immediately lowers price barrier; easy to advertise. Disadvantages: reduces profit per cup; if the problem is also atmosphere and speed, a discount alone may not be enough. Option B advantages: encourages loyalty with minimal cash outlay; customers feel rewarded. Disadvantages: takes time to build excitement; does not fix the boring interior or slow service. Option C advantages: directly tackles two underlying causes (speed and atmosphere); makes the shop more Instagram-worthy and efficient. Disadvantages: uses more than half the savings; does nothing about price unless combined with a small discount.
步骤六：评估。方案 A 优点：立即扫除价格障碍；易于宣传。缺点：降低每杯利润；如果问题还在于氛围和速度，仅靠折扣可能不够。方案 B 优点：以极少的现金支出鼓励忠诚度；顾客感觉受到奖励。缺点：需要时间才能制造热度；无法解决无聊的装修和服务慢的问题。方案 C 优点：直接解决两个根本原因（速度和氛围）；让店铺更值得拍照打卡并提高效率。缺点：花掉一大半存款；除非结合小额折扣，否则对价格毫无作用。
Step 7: Recommendation. I would advise Mr. Smith to go with Option C, and if budget allows, pair it with a modest ‘10% off for first-time visitors of the week’ to pull in curious new faces. The second coffee machine speeds up queues—one of the most common complaints—and the visual upgrade signals that The Study Brew has changed. Price alone is not the only customer concern; a better experience can justify the existing prices. The loyalty card could be added later once the basic operations are smooth.
步骤七：建议。我会建议史密斯先生选择方案 C，如果预算允许，再搭配‘每周新客首杯九折’的小优惠，以吸引好奇的新面孔。第二台咖啡机加快了排队速度——这是最常见的抱怨之一——而视觉升级则传递出‘研习煮意已经改变’的信号。价格并不是顾客唯一在意的；更好的体验足以为现有价格提供合理性。待基本运营顺畅后，日后还可再加上集章卡。
12. Key Takeaways for Your Own Case Study Practice | 案例分析实操的要点总结
When you practise case studies, always follow a structure. Start with facts, then identify the problem, apply theory, propose options, evaluate and recommend. Never skip the evaluation—it is what separates a Level 4 answer from a Level 3. Use business language naturally, and always link your ideas back to the case details.
你在练习案例分析时，永远要遵循一个结构。从事实入手，然后识别问题，应用理论，提出备选方案，评估，最后作出建议。绝不要跳过评估——正是这一步让 Level 4 的回答有别于 Level 3。自然地使用商业语言，并始终把你的想法和案例细节联系到一起。
Practising with made-up cases is excellent preparation for your exams. Try to create your own mini case about a mobile phone shop or a local sports shop and work through all seven steps. The more you do, the more automatic the process becomes.
用虚构的案例来练习是备考的绝佳方式。试着围绕一家手机店或本地运动用品店创作你自己的迷你案例，然后完整走一遍七个步骤。做得越多，整个过程就越驾轻就熟。
Remember, in business there is rarely one ‘right’ answer. What matters is how well you support your reasoning. So be brave, give your opinion and back it up with the numbers and concepts you’ve learned.
请记住，在商业领域很少存在唯一的‘正确答案’。重要的是你如何有力地支撑自己的推理。所以要敢于发表自己的见解，并用你学到的数据和概念来佐证它。
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