Practice 4.2 Marketing planning with authentic IB Business Management exam questions for both SL and HL students. This question bank mirrors Paper 1, 2, 3 structure, covering key topics like systems and structures, human behavior and interaction, and sustainability and ethics. Get instant solutions, detailed explanations, and build exam confidence with questions in the style of IB examiners.
Paper
Level
Question 1
HLPaper 3
LuminaCare
Resource 1 – Company profile and financial context
LuminaCare is a Ghana-based, for-profit social enterprise that manufactures solar-powered medical devices for rural clinics and maternal health centers across Sub-Saharan Africa. Its flagship product is a solar fetal heart monitor, which allows midwives to detect complications during pregnancy without relying on grid electricity. The company raised seed capital from impact investors but has now reached an inflection point: demand has grown by 300%, and LuminaCare must decide whether to pursue a $2.5M Series A equity round or take on $1.2M in concessional debt from a development bank.
Resource 2 – CFO’s internal memo (Finance)
“Our burn rate is steady, but we’ve reached our credit limit with suppliers. We operate on 90-day payment terms with clinics, so cash flow is always tight. Series A equity gives us the scale to meet demand and build a second facility—but would dilute founder control and introduce board-level oversight. The concessional loan is low-interest and non-dilutive but comes with covenants: quarterly EBITDA targets, strict capex limits, and donor-style reporting. Any miss could trigger loan restructuring or early repayment.”
Resource 3 – HR performance dashboard (Q1–Q2 2025)
| Metric | Value |
|---|---|
| Staff turnover (last 6 months) | 22% |
| Time to fill technical roles | 49 days (↑ 24%) |
| % of roles with formal job descriptions | 58% |
| Managerial span of control | Avg. 12 direct reports |
| Avg. team engagement score | 67/100 (↓ from 78) |
| The head of HR notes that burnout and unclear career paths are leading to attrition, especially among product engineers and field deployment staff. |
Resource 4 – Marketing team proposal
“Clinics love our mission—but most have no idea who we are until we show up at trade shows. We need to invest in inbound marketing, including a multilingual website, CRM tools, and a referral rewards program for midwives. More crucially, we’re perceived as a donor-funded nonprofit, not a serious tech company. To attract hospital procurement officers and larger buyers, we must reposition the brand to emphasize product quality, not just affordability and ethics.”
Resource 5 – Email thread: CEO to CFO and Marketing Lead
Resource 6 – Feedback from key field partners
“We rely on LuminaCare’s devices, but their response time for repairs has worsened.” “Sometimes we get different pricing from different reps. There’s no standard process.” “I love the mission—but our procurement officer wants a brand that feels serious. A logo change isn’t enough.”
1.[2]
With reference to Resource 3, describe one HR issue that may be impacting LuminaCare’s ability to scale sustainably.
2.[6]
Explain one financial challenge and one marketing challenge LuminaCare may face if it accepts the concessional loan.
3.[17]
Using all the resources provided and your knowledge of business management tools and theories, recommend a possible plan of action for LuminaCare over the next five years.
Question 2
SLPaper 2
PureGlow Ltd.
PureGlow Ltd. is a skincare company that sells natural, plant-based beauty products. To support the launch of a new product line, the business used a mix of internal and external sources of finance. It relied on retained profit from previous years and also secured funding from a venture capital firm interested in ethical consumer brands.
The new product range was supported by a marketing plan focused on the premium segment. As part of the plan, PureGlow adjusted elements of its marketing mix, including packaging design and pricing. The company aims to increase market share and improve profit margins in a highly competitive industry.
Table 1 shows selected financial data for the first month after the launch.
Table 1: Financial data for PureGlow Ltd. (Month 1)
| Item | Amount ($) |
|---|---|
| Revenue | 140,000 |
| Cost of goods sold | 60,000 |
| Expenses | 50,000 |
| Net profit | ? |
1.[2]
State two sources of finance used by PureGlow Ltd.
2.[2]
Calculate the net profit for the month. Show all your working.
3.[2]
Explain one reason why profit is important for a business like PureGlow Ltd.
4.[2]
Identify one element of the marketing mix that was changed and explain its potential impact.
5.[2]
Outline one reason why creating a marketing plan is useful when launching a new product.
Question 3
HLPaper 3
SolvoHealth
Resource 1 – Business model and service offering
SolvoHealth is a rapidly growing mobile health company based in Vietnam. It operates a network of telehealth pods—solar-powered kiosks placed in rural communities that allow patients to consult doctors remotely, order basic diagnostics, and schedule medicine delivery.
Each pod includes a screen, smart diagnostic tools, and a local “health navigator” who guides users. SolvoHealth employs:
40 health navigators (frontline staff)
15 remote doctors (contracted)
30 staff at its operations HQ in Ho Chi Minh City (marketing, product, supply chain, HR)
SolvoHealth positions itself as affordable, hyper-local, and technology-enabled. The leadership team now plans to launch 60 pods in Indonesia and Bangladesh over the next 18 months.
Resource 2 – Internal HR report
“Navigator turnover remains high at 28% annually. Interviews cite poor training, emotional fatigue, and a disconnect between field roles and central ops decisions. Navigators receive basic onboarding but no career pathway or local adaptation in training. They also report being treated more as hardware support than as care professionals.
Headquarters recently introduced a CRM-linked performance bonus system based on call completion and upsell conversions—but this has increased pressure on already fatigued staff.”
Resource 3 – Weekly Ops Brief (March 2025)
Visual suggestion: This operations table can be converted into a bar chart or dashboard screenshot to test interpretation skills.
| Metric | Vietnam (live) | Indonesia (pilot) |
|---|---|---|
| Avg. pod uptime | 94% | 71% |
| Avg. medicine delivery time | 26 hours | 61 hours |
| Navigator-reported escalations | 9.2/week | 18.4/week |
| Inventory out-of-stock events | 3.1/week | 7.5/week |
Resource 4 – Brand perception audit (external)
In Vietnam, SolvoHealth scores high for accessibility and usefulness, but low for empathy and personalisation. Many patients feel “talked to” by doctors, not “heard.”
In Indonesia (pilot), users were confused by medical terms and unable to complete video sessions. 47% believed the navigator was “just a receptionist.”
A competitor, SehatNow, offers similar services but invests heavily in navigator-patient relationship-building and community health workshops to build trust.
Resource 5 - Email from Head of Marketing to CEO
Resource 6 – Slack thread
@Linh (HR): “One navigator resigned mid-shift—said she felt like a vending machine operator.”
@Dara (Marketing): “How are we still pushing bonuses on upsells when trust is crumbling?”
@Tung (Ops): “I’ll review the KPIs. But we can’t rebuild loyalty with posters.”
@Dara: “Maybe not. But we can’t scale a service that feels robotic either.”
*Note Slack is an internal team communications tool
1.[2]
With reference to Resource 2, describe one HR issue that may impact SolvoHealth’s service performance.
2.[6]
Explain one marketing challenge and one operations challenge SolvoHealth may face as it expands across Indonesia and Bangladesh.
3.[17]
Using all the resources provided and your knowledge of business management tools and theories, recommend a possible plan of action for SolvoHealth over the next five years.
Question 4
SLPaper 2
FlexBottle Ltd.
FlexBottle Ltd. is a sustainable consumer goods company that produces reusable, collapsible water bottles aimed at eco-conscious travellers and students. As the company scaled, it shifted from a flat to a functional organisational structure, appointing department heads to oversee operations, marketing, and finance. However, recent employee feedback from the production department suggests growing dissatisfaction due to a lack of communication and involvement in company-wide decisions.
To prepare for the launch of its latest product — a customisable bottle with modular parts — the marketing team developed a new marketing plan, changing several elements of the marketing mix, including pricing, packaging, and point-of-sale materials. The CEO, known for a laissez-faire leadership style, believes teams work best with minimal interference, though motivation among junior staff appears to be declining.
The finance department has prepared a draft statement of profit or loss for Q1 2024, and tasked the marketing and operations interns with completing the missing values using the available data.
Table 1: Financial data for FlexBottle Ltd. (Q1 2024)
| Item | Amount ($) |
|---|---|
| Units sold | 6,000 |
| Selling price per unit | 8.00 |
| Variable cost per unit | 3.00 |
| Salaries (operations + marketing) | 45,000 |
| Advertising and promotion | 30,000 |
| Logistics and warehousing | 12,000 |
| Office rent and utilities | 18,000 |
| Tax rate | 20% |
| Dividends paid | 8,000 |
Figure 1: Statement of profit or loss (partially completed)
FlexBottle Ltd . Statement of profit or loss for the quarter ended 31 March 2024
| Item | $ |
|---|---|
| Sales revenue | __________ |
| Cost of sales | __________ |
| Gross profit | __________ |
| Expenses: | |
| - Salaries | (45,000) |
| - Advertising and promotion | (30,000) |
| - Logistics and warehousing | (12,000) |
| - Office rent and utilities | (18,000) |
| Profit before tax | __________ |
| Tax (20%) | __________ |
| Profit for period | __________ |
| Dividends | (8,000) |
| Retained profit | __________ |
1.[2]
Explain how the current organisational structure might affect internal communication at FlexBottle Ltd.
2.[2]
Suggest one way the leadership style at FlexBottle Ltd. could affect employee motivation.
3.[2]
Using Table 1, calculate the missing fields of the statement of profit or loss in Figure 1. Show all your working.
4.[2]
Comment on what the completed profit and loss account reveals about FlexBottle Ltd.'s cost and revenue structure.
5.[2]
Outline one element of the marketing mix that FlexBottle Ltd. has changed, and how this change may support the product launch.
Question 5
HLPaper 3
Global Solar Solutions (GSS)
Resource 1 – Background of the social enterprise
Three years ago, electrical engineer and entrepreneur Nadira Khan founded Global Solar Solutions (GSS) as a social enterprise in Morocco. Her goal was to provide affordable, modular solar lighting kits to off-grid rural communities. These kits, manufactured at GSS’s urban facility, include rechargeable LED lights and mobile charging ports. GSS reinvests 100% of profits into R&D and local hiring.
GSS operates in partnership with local NGOs and community councils. Its workforce includes 40 technicians and 20 community trainers who educate households about solar usage and maintenance. GSS applies lean production, Kaizen, and maintains a strong internal emphasis on quality control and after-sales support.
Resource 2 – Recent internal report on workforce issues
"High staff turnover and trainer burnout have increased over the past 12 months. Trainers, who work in remote villages for weeks at a time, report fatigue and a lack of recognition. Some have requested additional health support and clearer promotion opportunities."
The HR department suggested non-financial incentives such as increased job rotation and monthly feedback sessions but reported mixed engagement.
Resource 3 – Email from the Director of Rural Development (DRD)
To: nadira.khan@GSS.org
Subject: Expansion proposal
Dear Ms. Khan,
We are impressed by GSS’s impact. The Ministry would like to propose a contract to expand the solar program to 80,000 homes across North and West Africa over five years. Your team would need to train local technicians and build capacity in three new countries. Please note, the contract requires local sourcing of at least 60% of parts.
We will require an initial trial rollout in 5,000 homes and evidence of social impact.
Regards,
Director, DRD
Resource 4 – Extract from a marketing audit summary
GSS currently relies on word-of-mouth and NGO referrals. Its brand is associated with trust and affordability. However, a 2024 brand perception survey in new markets revealed low awareness and concerns about product durability compared to larger multinationals such as SolarX.
GSS’s marketing team is small (3 staff) and has no formal digital strategy. There is also no localized messaging for francophone West African markets.
Resource 5 – Operations update from the Head of Production
Our current facility is operating at 92% capacity. To meet a major scale-up, we would need to either expand production or outsource subassembly. We have identified two regional partners with experience in sustainable component manufacturing. However, we are concerned about quality assurance if we lose full process control.
Resource 6 – Excerpt from a local newspaper article
“Access to solar power has transformed daily life in remote villages. Children now study at night, families charge phones to access mobile banking, and kerosene usage has dropped. However, NGOs report that replacement parts for some GSS kits have been slow to arrive, creating frustrations in isolated regions.”
1.[2]
With reference to business management motivation theory, describe one need that GSS satisfies for rural households requiring solar lighting.
2.[6]
Explain one human resource challenge and one operations challenge GSS may face if it accepts the DRD expansion contract.
3.[17]
Using all the resources provided and your knowledge of business management tools and theories, recommend a possible plan of action for GSS over the next five years.
Question 6
SLPaper 2
BioNatura Ltd.
BioNatura Ltd. produces plant-based cosmetic products made from ethically sourced ingredients. The company targets environmentally conscious consumers who value transparency and sustainability. Following a detailed market research campaign, BioNatura adjusted several elements of its marketing mix, including packaging, pricing, and distribution strategy, to better appeal to Gen Z consumers.
To track financial performance and inform its next marketing plan, the finance department has compiled partial data for the end of Q2 2024. A new intern has been asked to complete the statement of financial position shown in Figure 1.
Table 1: Financial data for BioNatura Ltd. – as at 30 June 2024
| Item | Amount ($) |
|---|---|
| Property, plant and equipment | 130,000 |
| Accumulated depreciation | (30,000) |
| Cash | 20,000 |
| Debtors | 25,000 |
| Stock | 35,000 |
| Bank overdraft | 10,000 |
| Trade creditors | 18,000 |
| Short-term loan | 22,000 |
| Long-term loan | 60,000 |
| Share capital | 90,000 |
| Retained earnings | 80,000 |
Figure 1: BioNatura Ltd – Statement of financial position as at 30 June 2024 (incomplete)
Figure 1: BioNatura Ltd – Statement of financial position (incomplete)
As at 30 June 2024
| Item | $ |
|---|---|
| Non-current assets | |
| Property, plant & equipment | 130,000 |
| Accumulated depreciation | (30,000) |
| Net non-current assets | ____________ |
| Current assets | |
| Cash | 20,000 |
| Debtors | 25,000 |
| Stock | 35,000 |
| Total current assets | ____________ |
| Total assets | ____________ |
| Current liabilities | |
| Bank overdraft | 10,000 |
| Trade creditors | 18,000 |
| Short-term loan | 22,000 |
| Total current liabilities | ____________ |
| Non-current liabilities | |
| Borrowings – long term | 60,000 |
| Total liabilities | ____________ |
| Net assets | ____________ |
| Equity | |
| Share capital | 90,000 |
| Retained earnings | 80,000 |
| Total equity | ____________ |
1.[2]
Explain how BioNatura’s use of market research may have helped inform recent changes to its marketing mix.
2.[2]
Identify one element of the marketing mix that BioNatura has changed to help reach its target audience.
3.[2]
Using Table 1, calculate the missing fields in the statement of financial position shown in Figure 1. Show all your working.
4.[2]
Calculate BioNatura’s current ratio and acid test ratio. Show all your working.
5.[2]
Comment on what the liquidity ratio results implies about BioNatura Ltd.’s short-term financial position.
Question 7
HLPaper 2
PulseFuel Ltd.
PulseFuel Ltd. is a startup producing high-performance energy drinks aimed at endurance athletes. The company prides itself on its proprietary electrolyte formula, which forms the basis of its USP. Although sales have grown rapidly, production costs remain high and most sales are made on credit. PulseFuel Ltd. is considering adjusting its pricing strategy to gain market share in the short term.
Table 1: Cash flow forecast for PulseFuel Ltd. for the first three months of 2025
(All figures in $000)
| January | February | March | |
|---|---|---|---|
| Opening balance | 3 | 1 | (2) |
| Cash inflows | |||
| Credit sales collected | 150 | 200 | 250 |
| Crowdfunding contributions | 25 | – | – |
| Investor seed funding | – | – | 100 |
| Total cash inflows | 175 | 200 | 350 |
| Cash outflows | |||
| Packaging and ingredients | 120 | 120 | 130 |
| Wages | 30 | 30 | 30 |
| Equipment leasing | 10 | 10 | 10 |
| Distribution and marketing | 17 | 43 | 50 |
| Total cash outflows | 177 | 203 | 220 |
| Net cash flow | (2) | (3) | 130 |
| Closing balance | 1 | (2) | 128 |
Answer all the questions.
1.[2]
Using Table 1, calculate the total net cash flow for the quarter
2.[2]
Explain one reason why PulseFuel Ltd. might be profitable but still experience negative cash flow in its first two months.
3.[2]
Suggest one external source of finance, other than crowdfunding or seed investment, that would help PulseFuel Ltd. smooth early cash flow problems.
4.[2]
Identify the pricing strategy PulseFuel Ltd. may be considering and how this could affect its short-term and long-term positioning.
5.[2]
Explain how PulseFuel Ltd.’s USP could help support a move toward premium or contribution-based pricing in future.
Question 8
HLPaper 3
SparkFit Apparel Ltd.
Resource 1 - Newspaper Article
"Local Apparel Brand, SparkFit, Strives to Compete in the Global Activewear Market"
Resource 2 - Financial Statement (Income Statement 2023)
Income Statement for the Year Ending December 31, 2023
Operating Expenses:
| Item | Amount |
|---|---|
| Sales Revenue | £1,200,000 |
| Cost of Sales | £800,000 |
| Gross Profit | £400,000 |
| Expense | Amount |
|---|---|
| Marketing | £50,000 |
| Administrative Expenses | £100,000 |
| Total Operating Expenses | £150,000 |
| Item | Amount |
|---|---|
| Operating Profit | £250,000 |
| Interest | £20,000 |
| Retained Profit | £230,000 |
Despite a 20% increase in revenue compared to 2022, SparkFit faces pressure from production and marketing expenses, impacting profitability.
Resource 3 - Marketing Strategy Flowchart
Market Research - Identify target demographics interested in eco-friendly activewear.
Product Development - Focus on sustainability and quality in material sourcing.
Digital Advertising - Emphasis on social media platforms like Instagram and TikTok.
Influencer Partnerships - Engage with eco-conscious influencers for brand authenticity.
Customer Feedback Loop - Integrate customer feedback for continuous product improvement.
Resource 4 - Consumer Research Summary
A survey conducted by MarketWatch Research among 5,000 UK-based consumers aged 18-34 reveals that 73% of respondents favor brands with sustainable practices. However, only 45% are willing to pay a premium for these options. For SparkFit, this signals both opportunity and challenge, as the eco-conscious market may not guarantee increased sales without pricing strategies that resonate with young buyers.
Competitors have also increased eco-friendly offerings, emphasizing SparkFit’s need for a compelling brand identity and distinct positioning.
Resource 5 - Marketing Campaign Report
1.[2]
Using an appropriate business management theory, identify a human need that SparkFit’s products satisfy for their target consumers.
2.[6]
Outline two challenges SparkFit faces in scaling their digital marketing efforts. Support your answer with evidence from the resources.
3.[17]
Based on the resources and your business knowledge, recommend a comprehensive marketing strategy to improve SparkFit’s brand awareness and competitiveness over the next five years. Your strategy should consider product positioning, digital marketing channels, pricing, and brand partnerships.
Question 9
SLPaper 2
UrbanGlide Ltd (UG)
UrbanGlide Ltd (UG) is a private limited company that sells bicycles in a major German city. The shop is located in a prime spot near the city center. In 2018, UG sold 1,200 bicycles at a price of €2,200 each. The business operates with minimal variable costs.
UG carries a single brand of bicycle called Swift, which is known for its high-quality craftsmanship. The main competitors in the market include:
| Brand | Price (€) | Consumer Opinion |
|---|---|---|
| EcoRide | 2,800 | Medium quality |
| ChicWheels | 2,300 | Low quality |
| Sprint | 1,900 | Low quality |
Over the past five years, ChicWheels and Sprint have both gained popularity, despite some quality issues, due to their trendy designs. ChicWheels has effectively built a brand image as a stylish option, while EcoRide bikes, being electric-powered, attract environmentally-conscious consumers. Swift, ChicWheels, and Sprint bicycles all run on traditional pedal power.
Despite Swift's reputation for quality, UG's market share has been declining over the last five years, with the brand's manufacturer also losing ground across Germany. UG attributes this to the manufacturer’s lack of investment in refreshing the brand’s image. Swift bicycles tend to appeal more to an older demographic in Germany, whereas younger consumers prefer trendier products. UG uses below-the-line promotions, which have less impact on market perception compared to the manufacturer's above-the-line campaigns that focus on Swift's quality.
One strategy for Swift could be to maintain its current brand identity while exploring new geographic markets where its existing appeal may be stronger, such as in Eastern Europe or Africa, rather than attempting to reposition the brand in the existing market.
1.[4]
Explain the relationship between Swift's product life cycle and UG’s marketing mix.
2.[4]
Draw a perception map for all four brands of bicycle.
Question 10
SLPaper 2
NaturFresh Cooperative (NFC)
NaturFresh Cooperative (NFC) is an agricultural cooperative based in Spain, jointly owned by local farmers. NFC markets fresh organic produce across Europe, experiencing significant recent market growth due to rising consumer demand for healthy foods.
To maintain its competitiveness, NFC emphasizes its unique selling proposition (USP) of providing fresh, sustainably grown, locally sourced produce. NFC regularly conducts primary market research to better understand customer preferences and refine its product offerings.
NFC’s financial team highlighted concerns about low liquidity ratios, which management plans to address urgently. They also recognize that the cooperative’s strong reputation and brand name are critical intangible assets essential to sustaining growth.
To further enhance its competitive position, NFC is considering implementing a comprehensive customer loyalty program, encouraging repeat purchases and strengthening customer relationships across its European markets.
1.[2]
Define the term ‘primary market research’.
2.[4]
Explain two advantages of NFC operating as a cooperative.
3.[4]
Explain two reasons why intangible assets are important for NFC’s continued growth.
4.[4]
Explain two benefits to NFC of implementing a customer loyalty program.
5.[10]
Recommend two strategies NFC could use to improve its liquidity ratios without compromising its USP or market growth.