📚 Year 8 WJEC Business: Case Study Practical Drill | Year 8 WJEC 商务：案例分析实战演练
Case studies are at the heart of WJEC Business Studies. They take the theory you learn about entrepreneurship, marketing, finance and operations, and place them into real-world situations. In this article, you will follow a complete case study about a young entrepreneur and practise every step of analysing a business problem—from spotting the issue to making a confident recommendation.
案例分析是WJEC商务课程的核心。它们将你学到的关于创业、市场营销、财务和运营的理论融入真实情境中。本文将带你跟读一个关于年轻企业家的完整案例，并演练分析商业问题的每一步——从发现问题到自信地提出建议。
1. What is a Business Case Study? | 什么是商业案例分析？
A business case study tells the story of a real or made-up business facing a decision. It gives you background facts, numbers and often a dilemma. Your job is to become a junior business consultant and use the facts to work out the best way forward.
商业案例分析讲述的是一个真实或虚构的企业面临决策的故事。它为你提供了背景事实、数据，通常还有一个两难困境。你的任务是成为一名初级商业顾问，利用这些事实找出最佳的前进方向。
In WJEC exams, you will see short case studies followed by questions. The better you are at picking out keywords and linking them to business ideas, the higher your marks will be.
在WJEC考试中，你会看到一些简短的案例并附有问题。你越擅长挑出关键词并将其与商业理念联系起来，你的分数就会越高。
2. The Importance of Case Studies | 案例分析的重要性
Real businesses do not operate in neat textbook boxes. A case study helps you learn to connect different topics—for example, how a pricing decision affects a firm’s cash flow or how a promotion changes customer demand. This skill is called ‘synoptic thinking’ and is excellent preparation for GCSE and beyond.
真实的企业运营并不像教科书上那样整齐划一。案例分析帮助你学会联系不同的主题——例如，定价决策如何影响企业的现金流，或者一次促销活动如何改变顾客需求。这项技能被称为“全局思维”，是GCSE及以后学习的绝佳准备。
Practising with case studies also builds your confidence in writing longer answers, justifying your choices with evidence and using business language accurately.
通过练习案例，你还能建立书写较长答案、用证据证明选择以及准确使用商业语言的信心。
3. Introducing ‘The Pop-Up Juice Bar’ | 案例引入：“快闪果汁吧”
Mia is a Year 10 student who wants to earn extra money during the school summer fair. She has noticed that hot weather makes people thirstier and longer queues form at the only drinks stall. Mia decides to set up a pop-up juice bar selling freshly squeezed orange juice and lemonade. She has saved £40 to start her little business.
Mia是一名10年级学生，她想在学校夏季游园会期间赚些零花钱。她注意到炎热的天气让人们更容易口渴，而唯一的饮品摊位前排起了长队。Mia决定开一家快闪果汁吧，出售鲜榨橙汁和柠檬水。她存了40英镑作为启动资金。
You are going to help Mia by stepping through a full case study analysis. Keep track of the numbers and the ideas—at the end you will recommend exactly what she should do.
你将通过一步步完成完整的案例分析来帮助Mia。请留意数字和想法——最后你将明确建议她该怎么做。
4. Understanding the Business Context | 了解商业背景
Before jumping to solutions, always read the background carefully. Mia’s stall will be at a one-day school fair from 10:00 to 16:00. Around 300 visitors are expected, mostly families and students. Another seller already offers bottled water and fizzy drinks, but no fresh juice.
在寻找解决方案之前，一定要仔细阅读背景信息。Mia的摊位设在为期一天、从10:00到16:00的学校游园会上。预计约有300名参观者，主要是家庭和学生。另一家摊位已经出售瓶装水和碳酸饮料，但没有新鲜果汁。
From this we learn about the market size, the trading hours, the target customers and the competition. Good analysts always turn descriptive sentences into business facts.
从中我们了解到市场规模、营业时间、目标顾客和竞争情况。优秀的分析师总是将描述性语句转化为商业事实。
5. Identifying the Problem | 识别问题
Mia’s core problem is not simply ‘how to sell juice’. It is: How can she use her limited budget of £40 to make a profit and stand out from the existing drinks seller? Writing a clear problem statement stops you from going off-topic.
Mia的核心问题不仅仅是“如何卖果汁”，而是：她如何利用仅有的40英镑预算盈利，并从已有的饮品卖家中脱颖而出？写下一个清晰的问题陈述可以防止你跑题。
Often, a case study will have more than one difficulty—maybe a tight timescale, bad weather risk or lack of help. Spotting these shows the examiner you can think critically.
通常，案例中会有不止一个困难——也许是时间紧、天气不佳的风险或者缺少帮手。发现这些问题可以向考官展示你有批判性思考能力。
6. Conducting Market Research | 进行市场调研
Mia spoke to 20 friends and found that 14 would prefer fresh juice to bottled drinks if the price was right. She also timed the busiest periods at last year’s fair: queues grew longest between 12:30 and 14:30. This is primary research because she collected the data herself.
Mia询问了20位朋友，发现如果价格合理，14位更愿意选择新鲜果汁而非瓶装饮料。她还记录了去年游园会最繁忙的时段：12:30到14:30排队最长。这是一手调研，因为数据是她自己收集的。
Even a small survey helps an entrepreneur estimate demand. Mia calculates that roughly 70% of visitors might be interested. With 300 visitors, that gives her a potential customer base of 210 people.
即使是一次小调查也能帮助企业家估算需求。Mia计算出大约70%的参观者可能感兴趣。按300名参观者算，潜在顾客群为210人。
7. Analysing Costs and Revenue | 分析成本与收益
Mia discovers that ingredients for one cup of orange juice cost £0.30, and one cup of lemonade costs £0.25. She also needs disposable cups (£0.05 each) and a small sign (£3.00 total). These are her variable costs (change with output) and fixed costs (stay the same).
Mia发现一杯橙汁的原料成本为0.30英镑，一杯柠檬水的成本为0.25英镑。她还需要一次性杯子（每个0.05英镑）和一块小招牌（总共3.00英镑）。这些是她的可变成本（随产量变化）和固定成本（保持不变）。
She must set selling prices. After checking what customers would pay, she picks £1.50 for orange juice and £1.20 for lemonade. Let us build a simple table of costs and revenues for 100 cups (50 of each drink).
她必须设定售价。在了解顾客愿意支付的价格后，她选择橙汁卖1.50英镑，柠檬水卖1.20英镑。让我们为100杯饮品（每种50杯）制作一个简单的成本与收入表。
| Item | Calculation | Amount (£) |
|---|---|---|
| Orange juice ingredient cost | 50 × £0.30 | 15.00 |
| Lemonade ingredient cost | 50 × £0.25 | 12.50 |
| Cups | 100 × £0.05 | 5.00 |
| Sign | Fixed cost | 3.00 |
| Total Cost | 35.50 | |
| Revenue from orange juice | 50 × £1.50 | 75.00 |
| Revenue from lemonade | 50 × £1.20 | 60.00 |
| Total Revenue | 135.00 | |
| Profit | £135.00 − £35.50 | £99.50 |
The figures look promising, but remember—this is only a forecast. The real number of cups sold could be lower.
这些数字看起来不错，但请记住——这只是预测。实际卖出的杯数可能会更少。
8. The Marketing Mix (4Ps) | 营销组合（4P）
To attract customers, Mia must think about the 4Ps: Product, Price, Place and Promotion. Her product is fresh, healthy juice; price is competitive against bottled drinks (£1.50 vs £1.20); place will be a decorated table near the main entrance; promotion will include free tasting samples and a colourful sign.
为了吸引顾客，Mia必须考虑4P：产品、价格、渠道和促销。她的产品是新鲜、健康的果汁；价格与瓶装饮料相比有竞争力（1.50英镑对1.20英镑）；渠道将在正门附近摆一张装饰好的桌子；促销包括免费试饮样品和一块彩色招牌。
By using all four elements together, Mia creates a consistent brand image. If she only focused on price, her stall might look cheap; if she only focused on promotion, people might not trust the quality. The 4Ps work best as a team.
通过同时使用这四个要素，Mia塑造了一致的品牌形象。如果她只关注价格，摊位可能显得廉价；如果只关注促销，人们可能不相信品质。4P像一个团队那样配合才最有效。
9. Financial Forecasting and Break-Even | 财务预测与盈亏平衡
Mia wants to know how many cups she must sell just to cover her costs. This is the break-even point. We can work it out using her average selling price and average variable cost. Her fixed cost is only the sign: £3.00.
Mia想知道她至少需要卖出多少杯才能刚好覆盖成本。这就是盈亏平衡点。我们可以用她的平均售价和平均可变成本计算出来。她的固定成本仅有招牌：3.00英镑。
Average price per cup if she sells half of each type: (£1.50 + £1.20) ÷ 2 = £1.35. Average variable cost per cup: (£0.30+£0.25)÷2 plus cup = £0.275 + £0.05 = £0.325. Contribution per cup = £1.35 − £0.325 = £1.025. Break-even volume = £3.00 ÷ £1.025 ≈ 3 cups. That is wonderfully low! So almost every additional cup sold is pure profit.
如果两种饮品各卖一半，每杯平均价格：(1.50+1.20) ÷ 2 = 1.35英镑。每杯平均可变成本：(0.30+0.25)÷2 加杯子 = 0.275+0.05=0.325英镑。每杯贡献 = 1.35 − 0.325 = 1.025英镑。盈亏平衡销量 = 3.00 ÷ 1.025 ≈ 3杯。这低得惊人！因此几乎此后每多卖一杯都是纯利润。
This means Mia’s business has very low risk financially, provided the weather stays fine and customers keep arriving.
这意味着Mia的生意财务风险非常低，前提是天气保持良好且顾客不断到来。
10. Evaluating Risks and Alternatives | 评估风险与备选方案
No business plan is perfect. What if it rains on the fair day? Fewer visitors would come and demand for cold juice could fall. Mia could hedge this by making smaller batches or selling only one type of juice to reduce waste. She also needs to consider the effort required— squeezing oranges for hours is tiring!
没有完美的商业计划。如果游园会那天下雨怎么办？参观者会减少，冷饮需求可能下降。Mia可以通过小批量制作或只卖一种果汁来降低浪费，以此规避风险。她还需要考虑所需的劳动——连续几小时榨橙汁是很累人的！
Another alternative is to focus entirely on lemonade because the ingredient cost is lower, giving an even bigger margin (£1.20 − £0.30 cost all-in = £0.90). However, the survey showed a stronger preference for orange juice. Every choice has a trade-off.
另一个备选方案是完全专注于柠檬水，因为原料成本更低，利润空间更大（1.20−全部成本0.30=0.90）。但调查显示橙汁更受欢迎。每个选择都存在权衡。
11. Making a Justified Recommendation | 提出合理的建议
After weighing up the numbers and options, I recommend that Mia sells both orange juice and lemonade in the planned 50:50 ratio. Her profit forecast is strong, break-even is almost instant, and offering variety matches customer preferences found in her research.
在权衡数据和选项后，我建议Mia按照计划的各50%比例同时出售橙汁和柠檬水。她的利润预测很强劲，盈亏平衡几乎即刻实现，提供多样选择也符合她调研中得出的顾客偏好。
To make the recommendation convincing, I have linked it to specific business concepts: marketing mix (product variety meets demand), break-even (low risk) and primary research (14/20 preferred fresh juice). Always use keywords from your studies in a ‘because’ sentence.
为了让建议令人信服，我将其与具体的商业概念联系起来：营销组合（产品多样满足需求）、盈亏平衡（低风险）和一手调研（14/20的人更喜欢新鲜果汁）。务必在“因为”句中使用你学习中的关键词。
Mia should also prepare a simple poster, set up near the entrance at 10:00, give free tiny samples to the first 30 visitors, and save £5 emergency cash for extra cups if sales are higher than expected.
Mia还应准备一张简单海报，10:00时在入口附近布置好，向前30位参观者提供免费小样，并预留5英镑备用现金以应对销量超出预期时购买更多杯子。
12. Practising Your Own Case Study Skills | 练习你自己的案例分析技能
Now it is your turn. Try this short case: “Ahmed runs a car-wash service on Saturdays. He charges £6 per car and spends £1.50 per car on soap and water. His father lends him a pressure washer for free, but he pays £12 each Saturday to rent a driveway. Last weekend he washed only 5 cars because it rained.”
现在轮到你了。试试这个简短案例：“Ahmed每周六经营洗车服务。他每辆车收费6英镑，每辆车肥皂和水的成本为1.50英镑。他父亲免费借给他一台高压清洗机，但他每周六需支付12英镑租用车道。上周末因为下雨，他只洗了5辆车。”
On paper, calculate Ahmed’s break-even point in cars. Then write a few sentences recommending whether he should continue, stop, or adapt his business. Use the same steps: context, problem, numbers, 4Ps, alternatives and justification.
在纸上计算Ahmed的盈亏平衡点（按车辆数）。然后写几句话，建议他是该继续、停止还是调整业务。使用同样的步骤：背景、问题、数据、4P、备选方案和理由。
Finally, practise with past WJEC case studies from your teacher or revision guide. Time yourself, highlight financial figures and always ask ‘what would the entrepreneur do next and why?’
最后，用老师或复习指南中的WJEC过往案例进行练习。给自己计时，标出财务数据，并总是问自己“这位企业家下一步会做什么，为什么？”。
Published by TutorHao | Business Revision Series | aleveler.com
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