Feedback from Tom Hodge’s IA journey (2019)

Meetings

• Meet with multiple people
• Record meetings – use Dictaphone software to save time

Market Research

• Do it as soon as possible… it takes longer for less data compared to expectations
• Critical analysis of tool, consider:
  • Sample liars
  • Motivations for completing survey (angry/satisfying)
  • Link consumer satisfaction with price flexibility (impacts sales forecasts)

Sales Reports / Management Reports / Secondary Research

• Not all secondary data fits your tools isn’t what you need
• Spend / allocate time for data management

10 marker/AO3 Rush Approach

Aiming to get 6-7/10 in 8-12mins on paper 1 and paper 2, 10mk questions or expand +2 sentence per section for 9-10 mark in 20-25mins

• Only use if short on time
• Study criteria to ensure hitting appropriate points
• Skipping on structure to save time while filling content points to get marks

Outline for 10mark Q:

(All in dot point form (but don’t draw the dot points!!)

• Intro: setting up how you’re going to answer the question by restating it with reference to the dominant content point. 1-2 sentences.
• For example, answer the question, “Discuss whether company X should implement proposal 1 or proposal 2”, do this:
  • Company X’s dominant problem is poor cashflow. Proposal 1 will look to address this by raising additional finance for a facilities upgrade while Proposal 2 will focus on reducing expenses.

IA Advice

• Structure tools so they feed into each other
• Include tools that seek to eliminate one of the options/set parameters for analysis, early on.

Writing the IA – General Tips

• Write 2x positives and 2x negatives for option 1 with relation to dominant issues shown in the intro. Use short sentences, like dot points. Link to Business Management theories and tools, for example:

+^ve Proposal 1 improves mid to long term cash flow of scope of the business by expanding into the more profitable business client marker.

-^ve According to the Ansoff matrix, this type of market diversification is riskier than P2 which may compromise access to source of finance, decreasing viability

-^ve Company X’s current financial problems may compromise access to sources of
     finance, decreasing viability.

       -^ve Furthermore, this long-term solution doesn’t address the current cashflow problems,
            which require short-term solutions.

       +^ve Upgraded facilities may increase staff motivation

+/- But according to Herzberg’s motivation theory, this may not necessarily ‘motivate’
      staff further.

• Spend / allocate time for data management

Conclude / Summarise proposal / Option against into problem

e.g. In balance, proposal 1 does not seem to fully address Company X’s main problems, and may not be viable, however it does have long-term promise.

Repeat A and B for Option 2

Conclude by comparing 1.B and 2.B (mini conclusion) and make judgement against intro/problems/question

• 2 sentences
  • Sentence 1 - Comparison
  • Sentence 2 – Judgement

E.g. Proposal 2 addresses the main issue better than proposal 1, although proposal 1 offers greater long-term security for company X, and may be a more secure long term solution.  Noting the two proposals are not mutually exclusive, Proposal 2 should be immediately implemented to address company X’s poor cashflow while proposal 1 should be considered at a later stage to its medium to long term growth potential.