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The case study exam requires students to consistently apply their syllabus knowledge to specific real world scenarios. Be prepared to recall specific ideas and themes from the syllabus to tailor your answers to IC Optical. For example, as SpecSavers offer eye tests and sell corrective lenses, the 4Ps and 7Ps of the marketing mix apply respectively and you may wish to link this with a market segmentation strategy to appeal to the over 60s.

Let’s save the discussion on specific approaches to how IC Optical appeal to different segments of the market in the sessions.