📚 Year 10 Eduqas Business: Case Study Practice and Analysis | 10 年级 Eduqas 商务：案例分析实战演练
Case studies are at the heart of Eduqas Year 10 Business. This article uses a fictional business, Bean & Brew Café, to demonstrate how to analyse real‑world scenarios, apply key concepts, and structure exam‑style answers. Follow each section to sharpen your skills.
案例分析是 Eduqas 十年级商务课程的核心。本文通过虚构企业 Bean & Brew 咖啡馆，演示如何分析真实场景、应用关键概念并构建考试风格的回答。跟随每一节内容，打磨你的应试技巧。
1. Introducing the Case Study Business | 案例企业简介
Bean & Brew Café is a family‑owned coffee shop located in a busy UK town centre. It has been trading for six years and has built a loyal customer base. The owner, Maria, is considering expanding by opening a second branch and launching an online coffee bean subscription service.
Bean & Brew 咖啡馆是一家位于英国热闹市镇中心的家族咖啡店。它已经营六年，建立了忠实的客户群。店主 Maria 正在考虑扩张，开设第二家分店，并推出线上咖啡豆订阅服务。
The business currently employs five part‑time staff and generates £180,000 annual revenue. Maria manages the shop and handles all financial decisions. The café sources coffee beans from a local Fairtrade supplier, but faces rising ingredient costs and competition from a new chain store nearby.
该企业目前雇佣五名兼职员工，年收入为 180,000 英镑。Maria 负责打理店铺并处理所有财务决策。咖啡馆从当地公平贸易供应商采购咖啡豆，但面临着原材料成本上涨以及附近新连锁店带来的竞争。
2. Identifying Business Aims and Objectives | 确定企业使命与目标
Maria’s initial aim was survival; now her primary objective is growth. Opening a second branch can increase market share, but also carries risk. A SMART objective for Bean & Brew might be: ‘Increase total revenue by 20% within 18 months by launching an online subscription and a new physical outlet.’
Maria 最初的目标是生存；现在她的首要目标是增长。开设第二家分店可以提高市场份额，但同时也会带来风险。Bean & Brew 的一个 SMART 目标可能是：“通过在 18 个月内推出线上订阅服务和新的实体店，将总收入提升 20%。”。
Alongside financial goals, Maria values social objectives such as supporting local suppliers and reducing waste. These can strengthen the brand’s reputation but may conflict with profit maximisation if costs rise. In an exam, always link objectives to the business context.
除了财务目标，Maria 还重视社会目标，如支持当地供应商和减少浪费。这些有助于提升品牌声誉，但如果成本增加，则可能与利润最大化相冲突。在考试中，务必结合企业背景来阐述目标。
3. Ownership and Liability in Context | 所有权与责任情景分析
Bean & Brew is currently a sole trader. Maria enjoys full control and keeps all profits, but she has unlimited liability. If the expansion fails, her personal assets, such as her house, could be at risk. Many growers move to a private limited company (Ltd) as they expand.
Bean & Brew 目前是个体经营。Maria 享有完全控制权并独享所有利润，但她承担无限责任。如果扩张失败，她的个人资产（如房产）可能受到威胁。许多成长型企业在扩张时会转为私人有限公司。
Forming an Ltd would give Maria limited liability and make it easier to raise capital through share sales, though she would lose some control and face more legal requirements. An exam question might ask: ‘Evaluate the impact of changing Bean & Brew’s legal structure.’ Remember to use balanced arguments with evidence from the case.
组建有限公司将使 Maria 获得有限责任，并更容易通过出售股份融资，但她会失去部分控制权，并面临更多法律要求。考题可能会问：“评估改变 Bean & Brew 法律结构带来的影响。”牢记结合案例证据给出平衡的论证。
4. Market Research Techniques | 市场研究方法
Before expanding, Maria conducts primary research by interviewing existing customers about online subscriptions. She also analyses local footfall data and competitor menus as secondary research. In a case study, you must distinguish between the two and suggest which is most useful.
在扩张前，Maria 通过访谈现有客户对线上订阅的看法进行一手调研。她还分析当地客流数据和竞争对手菜单作为二手调研。案例分析中，你必须区分两者，并指出哪一种更有效。
Primary research provides specific, up‑to‑date insights, but is time‑consuming. Secondary data is cheaper and quicker, yet may be outdated. An Eduqas 4‑mark question could be: ‘Explain one benefit of primary research for Bean & Brew.’ Structure your answer with a point, evidence from the case, and a brief explanation.
一手调研提供具体、最新的洞察，但耗时较多。二手数据更便宜快捷，但可能过时。一道 Eduqas 4 分题可能是：“解释 Bean & Brew 进行一手调研的一个好处。”用观点、案例证据和简要解释来组织答案。
5. Marketing Mix – Product and Price | 营销组合——产品与价格
Bean & Brew’s core product is high‑quality, ethically sourced coffee. The subscription service adds a new digital product line. Maria uses psychological pricing (£2.95 instead of £3.00) and offers a loyalty card to encourage repeat purchases.
Bean & Brew 的核心产品是高品质、道德采购的咖啡。订阅服务增加了一条数字化产品线。Maria 采用心理定价（2.95 英镑而非 3.00 英镑），并提供积分卡以鼓励重复消费。
For the online subscription, a penetration pricing strategy could attract initial customers, but Maria must ensure it covers costs. In a case study analysis, always consider how the marketing mix elements work together; a great product with poor promotion will still fail.
对于线上订阅，渗透定价策略可以吸引初期客户，但 Maria 必须确保价格覆盖成本。在进行案例分析时，始终考虑营销组合各要素如何协同作用；产品再好，若推广不力也会失败。
6. Promotion and Place Decisions | 推广与渠道决策
The café currently relies on word‑of‑mouth and a basic Instagram page. Maria plans to use targeted Facebook ads for the new branch and offer ‘first box free’ for online customers. These promotional methods are cost‑effective for a small business.
该咖啡馆目前依赖口碑和一个简单的 Instagram 主页。Maria 计划为新分店使用定向 Facebook 广告，并为线上顾客提供“首盒免费”。这些推广方法对小企业来说具有成本效益。
The place strategy includes direct selling in the shop and e‑commerce for subscriptions. Maria must manage the logistics of roasting, packing, and delivery. An exam question might ask: ‘Analyse the importance of place for the success of Bean & Brew’s subscription service.’ Discuss both physical and digital distribution channels.
渠道策略包括店内直销和订阅电商。Maria 必须管理烘焙、包装和配送的物流。考题可能会问：“分析渠道对 Bean & Brew 订阅服务成功的重要性。”需讨论实体与数字分销渠道。
7. Financial Planning and Break‑Even | 财务规划与盈亏平衡
Maria estimates the new branch will have fixed costs of £60,000 per year. Variable costs per cup of coffee are £0.80, and the average selling price is £2.80. The break‑even point per year is: 60,000 ÷ (2.80 – 0.80) = 30,000 cups.
Maria 预计新分店每年的固定成本为 60,000 英镑。每杯咖啡的变动成本为 0.80 英镑，平均售价为 2.80 英镑。年度盈亏平衡点为：60,000 ÷ (2.80 – 0.80) = 30,000 杯。
This means the café must sell 30,000 cups a year just to cover costs. If average daily sales are 100 cups, the new shop breaks even in 300 trading days. In a 9‑mark question, you would need to explain what break‑even shows and discuss its limitations, such as assuming all output is sold.
这意味着咖啡馆每年必须售出 30,000 杯才能收回成本。若日均销售 100 杯，新店需要 300 个营业日才能实现盈亏平衡。在 9 分题中，你需要解释盈亏平衡的含义并讨论其局限性，例如假设所有产量都能售出。
8. Cash Flow and Working Capital | 现金流与营运资金
Expansion will strain Bean & Brew’s cash flow. Maria must pay the deposit for a new lease, buy equipment, and fund an initial marketing campaign before any revenue comes in. Poor cash flow is a leading cause of small business failure.
扩张会给 Bean & Brew 的现金流带来压力。在获得任何收入之前，Maria 必须支付新店租约的押金、购置设备并资助初始营销活动。现金流不畅是小企业失败的主要原因。
To manage this, she could negotiate longer payment terms with suppliers, use an overdraft, or introduce a ‘buy now, drink later’ prepaid scheme. In a case study, always recommend specific strategies and justify why they suit the business size and situation.
为应对这个问题，她可以与供应商协商更长的付款期限、使用透支额度，或推出“先买后饮”的预付方案。在案例分析中，总是要推荐具体策略，并论证它们为何适合该企业的规模和处境。
9. People – Recruitment and Motivation | 人力——招聘与激励
The new branch will require a manager and three baristas. Maria plans to promote an existing employee to manager, which can boost motivation across the team. She also uses non‑financial motivators like flexible shifts and regular praise.
新分店将需要一名经理和三名咖啡师。Maria 计划从现有员工中提拔一名担任经理，这能提升整个团队的积极性。她还使用弹性排班和定期表扬等非金钱激励手段。
However, rapid expansion can lower morale if staff feel overworked. An 8‑mark question could ask: ‘Evaluate the impact of Bean & Brew’s expansion on employee motivation.’ Use theories like Maslow’s hierarchy or Herzberg’s two‑factor theory only if they truly fit the context; the case facts are always more important.
然而，快速扩张可能让员工感到过度劳累，从而降低士气。一道 8 分题可能问：“评估 Bean & Brew 扩张对员工激励的影响。”仅当马斯洛需求层次或赫茨伯格双因素理论真正契合情景时才使用它们；案例事实永远更重要。
10. External Influences – Stakeholders and Competition | 外部影响——利益相关者与竞争
Bean & Brew faces intense competition from a national chain that offers lower prices. Maria must respond by emphasising unique selling points: locally roasted beans and barista expertise. Every business decision affects stakeholders including employees, the local community, and suppliers.
Bean & Brew 面临来自一家全国连锁企业的激烈竞争，后者提供更低价格。Maria 必须通过强调独特卖点来应对：本地烘焙的咖啡豆和咖啡师的专业水准。每个商业决策都会影响利益相关者，包括员工、当地社区和供应商。
The new chain may drive foot traffic to the area, which could benefit Maria’s café – a positive externality. In case study answers, show you can identify stakeholder conflicts. For example, lowering prices pleases customers but may upset family shareholders who expect profit growth.
新的连锁店可能为该区域带来客流，这是一种积极的外部效应，可能惠及 Maria 的咖啡馆。在案例分析答案中，要表明你能识别利益相关者冲突。例如，降低价格会让顾客满意，但可能让期望利润增长的家庭股东不满。
11. Growth Strategies and Risk | 增长策略与风险
Maria’s growth involves both organic expansion (opening a new branch) and diversification (launching subscriptions). Organic growth is slower but uses existing knowledge; diversification spreads risk but can dilute the brand if not managed well.
Maria 的增长策略涉及内部扩张（开设新分店）和多元化（推出订阅服务）。内部增长较慢，但可以利用现有知识；多元化能分散风险，但若管理不善可能稀释品牌。
An evaluation question might ask: ‘Which growth strategy is best for Bean & Brew?’ You must weigh the pros and cons using data from the case. Mention the level of risk Maria is willing to take and the availability of finance. A conclusion with a justified recommendation is essential for top marks.
评估题可能问：“哪种增长策略最适合 Bean & Brew？”你必须用案例数据权衡利弊。提及 Maria 愿意承担的风险水平以及融资的可得性。要获得高分，必须有包含合理建议的结论。
12. Putting It All Together – Answering a Full Case Study | 综合演练——回答完整案例分析
A typical Eduqas case study question presents a scenario and asks you to analyse or evaluate. Start by reading the case twice and highlighting key figures and issues. Then plan your answer using a structure: define the concept, apply it to the case, then discuss the significance.
一道典型的 Eduqas 案例分析题会给出情景，要求你分析或评估。首先仔细阅读案例两遍，圈出关键数据和问题。然后用以下结构规划答案：定义概念、应用于案例、讨论其重要性。
For a 9‑mark evaluation, you need at least two sides of the argument and a conclusion that picks a side based on the business’s priorities. Practice with a question like: ‘Evaluate whether Bean & Brew should focus on the new branch or the online subscription.’ Use all the tools from the previous sections.
对于 9 分评估题，你需要至少提出两方面论点，并根据企业的优先事项给出一个有立场的结论。尝试练习这样的题目：“评估 Bean & Brew 应该专注于新分店还是线上订阅服务。”运用前面各节学到的所有工具。
Published by TutorHao | Business Revision Series | aleveler.com
更多咨询请联系16621398022（同微信）
屏轩国际教育cambridge primary/secondary checkpoint, cat4, ukiset,ukcat,igcse,alevel,PAT,STEP,MAT, ibdp,ap,ssat,sat,sat2课程辅导，国外大学本科硕士研究生博士课程论文辅导