Examples

Fictional model. For learning only. Do not copy.

Weak paragraph (mostly describes): Cedarwood Furniture is a furniture maker that has been building wooden furniture for 20 years. Recently a new online competitor called QuickFlat appeared and started selling flat-pack furniture at lower prices. Cedarwood's sales went down by 15% last year. The company has an older customer base and a workshop with 30 employees. They make good quality furniture. The new competitor is growing fast and advertising online. Cedarwood's manager said they might start selling online too. The company has a website but it only shows products. Something needs to be done about this situation.

Strong paragraph (applies tools, integrates the concept, evaluates): Cedarwood Furniture faces a STEEPLE shift: technologically, customers now expect online ordering, and economically, a new low-cost rival has cut sales by 15%. A force field analysis shows driving forces for change (customer behavior, competitive pressure, a potential new online market) against restraining forces (limited digital skills, the cost of an e-commerce platform, and loyal in-store customers). The concept of change is central here: Cedarwood is not choosing whether to change but how fast and how far. Weighing the forces, a phased online launch alongside the existing workshop best balances risk and opportunity, because a full pivot would abandon Cedarwood's quality reputation and skilled staff, which are its main competitive advantage.

Annotations:

• [A] Concept integration: "The concept of change is central here: Cedarwood is not choosing whether to change but how fast and how far."
• [C] Tool application: "A force field analysis shows driving forces for change… against restraining forces…"
• [D] Analysis and evaluation: "a phased online launch alongside the existing workshop best balances risk and opportunity, because a full pivot would abandon Cedarwood's quality reputation…"

What changed?

• A new low-cost online competitor entered the market.
• Customer buying behavior shifted toward online ordering.
• Cedarwood's sales fell 15%, forcing a strategic decision.

Fictional model. For learning only. Do not copy.

Weak paragraph (mostly describes): Plume Studios is a game company that makes mobile games. They want to make a new product line of educational games. The CEO thinks it is a good idea because educational games are popular now. They will spend $200,000 on it. The company has 50 employees and makes fun games for kids. The new product line will have five games. They hope to make money from it. The CEO said they will start next year. The company has been successful before with their mobile games. Everyone in the team is excited about the new idea.

Strong paragraph (applies tools, integrates the concept, evaluates): Plume Studios' plan to invest $200,000 in educational games can be judged with investment appraisal. Payback is estimated at 3.2 years and the ARR is around 14%, both acceptable for a creative firm. The BCG matrix places Plume's existing mobile games as 'cash cows' funding this 'question mark' new line. The concept of creativity is integrated by evaluating whether the new idea creates value, not just whether it is clever: the costs, the risk, and the expected return are all weighed. Because the educational market is growing but competitive, a pilot of two games first would test demand before committing the full budget, protecting the studio's cash flow.

Annotations:

• [A] Concept integration: "The concept of creativity is integrated by evaluating whether the new idea creates value, not just whether it is clever…"
• [C] Tool application: "Payback is estimated at 3.2 years and the ARR is around 14%… The BCG matrix places Plume's existing mobile games as 'cash cows'…"
• [D] Analysis and evaluation: "a pilot of two games first would test demand before committing the full budget, protecting the studio's cash flow."

What changed?

• Plume is investing in a new, untested product line.
• The educational games market is growing but competitive.
• Cash from existing games must fund the new, riskier line.

Fictional model. For learning only. Do not copy.

Weak paragraph (mostly describes): Harbor Roast Coffee is a coffee chain with 20 stores. They are changing their sourcing to fair-trade coffee. Fair-trade coffee costs more but the company wants to do the right thing. They care about the farmers. The CEO said fair trade is important to them. Some customers are happy about it. The coffee will cost more for customers too. The company buys coffee from many countries. The change will happen next year. It is a good thing to do for the farmers. The company has a good reputation.

Strong paragraph (applies tools, integrates the concept, evaluates): Harbor Roast's shift to fair-trade sourcing can be assessed through stakeholder mapping. Farmers gain fairer prices, ethically minded customers may pay more, but price-sensitive customers and shareholders facing higher costs may resist. CSR theory suggests ethical practice can build brand loyalty, yet the business consequence is a likely price rise. The concept of ethics is integrated by weighing moral arguments against commercial reality, not by asserting that fair trade is simply 'good'. Because shareholders and some customers are affected, a phased price rise and clear communication of the fair-trade benefit would balance ethical goals with commercial risk, rather than risking sales to competitors who have not made the switch.

Annotations:

• [A] Concept integration: "The concept of ethics is integrated by weighing moral arguments against commercial reality, not by asserting that fair trade is simply 'good'."
• [C] Tool application: "Harbor Roast's shift… can be assessed through stakeholder mapping. Farmers gain fairer prices… but… shareholders… may resist."
• [D] Analysis and evaluation: "a phased price rise and clear communication… would balance ethical goals with commercial risk, rather than risking sales to competitors…"

What changed?

• Harbor Roast is changing its sourcing policy to fair trade.
• Costs and prices will rise, affecting different stakeholders differently.
• The decision pits ethical goals against commercial risk.

Fictional model. For learning only. Do not copy.

Weak paragraph (mostly describes): Kelp & Co is a snack brand that makes seaweed snacks. They are switching to compostable packaging. The old packaging was plastic. The new packaging is better for the environment. The owner wants to help the planet. The packaging costs more money. They sell in 200 stores. The snacks are popular with customers. The change will happen this year. It is good for the environment. Customers will like it. The company has a good brand.

Strong paragraph (applies tools, integrates the concept, evaluates): Kelp & Co's switch to compostable packaging can be tested with circular business models and break-even analysis. The new packaging raises unit cost by $0.20, so break-even rises from 40,000 to 46,000 units per month. A circular model reduces waste and may attract green consumers, but financial sustainability depends on whether sales volume holds. The concept of sustainability is integrated by covering all three sides: environmental (less plastic), social (consumer appeal), and financial (higher costs). Because the higher break-even point raises risk, a modest price rise combined with marketing the green benefit would test whether customers will pay for the environmental gain before a full rollout.

Annotations:

• [A] Concept integration: "The concept of sustainability is integrated by covering all three sides: environmental… social… and financial…"
• [C] Tool application: "break-even rises from 40,000 to 46,000 units per month. A circular model reduces waste…"
• [D] Analysis and evaluation: "a modest price rise combined with marketing the green benefit would test whether customers will pay… before a full rollout."

What changed?

• Kelp & Co is replacing plastic with compostable packaging.
• Unit costs and the break-even point both rise.
• Financial sustainability now depends on customer willingness to pay.

Fictional model. For learning only. Do not copy.

Weak set (lacks balance)

1. "Cedarwood Furniture — Our Story" — Company website extract — 2021 — Cedarwood's own website
2. "Cedarwood Furniture Annual Press Release 2024" — Press article — 2024 — Cedarwood's own PR
3. "Why Cedarwood Furniture is the Best" — Company website extract — 2024 — Cedarwood's own website
4. "Cedarwood Furniture 2020 Catalog" — Company website extract — 2020 — Cedarwood's own website (older than 3 years)
5. "Cedarwood Furniture Factory Tour Video" — Video/audio transcript — 2024 — Cedarwood's own video

Why this set is weak: All five documents come from the company itself, so they show only one viewpoint. One document is older than 3 years, and two are video transcripts, which breaks the "at most one" rule. There is no independent or critical perspective.

Strong set (a range of views)

1. "Cedarwood Furniture Annual Report 2024" — Financial report — 2024 — Cedarwood Furniture (the company)
2. "Traditional Furniture Makers Under Pressure from Online Rivals" — Press article — 2024 — The Oakhaven Business Journal (independent news)
3. "UK Furniture Industry Outlook 2024" — Industry report — 2024 — Furniture Trade Association (industry body)
4. "E-commerce and Small Manufacturers: A Regulatory Review" — Government report — 2024 — Department for Business (government)
5. "Cedarwood Furniture Customer Survey 2025" — Survey or focus group results — 2025 — Primary research by the student (blank copy and results summary attached)

Why this set is strong: The documents come from five different types of source (company, independent news, industry, government, and primary research), all published within 3 years, with at most one primary research item. They show a range of views, so the analysis can weigh evidence rather than repeat one company line.