1. Structure ie the order and arrangement of ideas and concepts Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis Language Choices TECHNICAL Language ie words/symbols specific to business - Customer loyalty - Cultural and social sustainability - In particular, if … -and -and will become EXPLAIN What is the answer Why – give a reason that fits the question context AND business concept Social and cultural sustainability Air NZ

2. Structure ie the order and arrangement of ideas and concepts Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis Language Choices TECHNICAL Language ie words/symbols specific to business FULLY EXPLAIN What is the answer Why – give a reason that fits the question context AND business concept x -How – use an example from the business context to support your what answer - reputation /brand image -sales -transport modes -(Overseas) customers -culture - and result in… -This would occur because -Therefore -and -if … (then) -may also -and would have

3. Structure ie the order and arrangement of ideas and concepts EXPLAIN What is the answer Why – give a reason that fits the question context AND business concept OPENING SENTENCE Describe the main business concept at the heart of the question Question may not ask for it Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis Language Choices TECHNICAL Language ie words/symbols specific to business -This should.. and hopefully -so they will be - stakeholders -negative publicity -Senior management team

4. Structure ie the order and arrangement of ideas and concepts Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis Language Choices TECHNICAL Language ie words/symbols specific to business EXPLAIN What is the answer Why – give a reason that fits the question context AND business concept Cont’d - This should - This will show … and as a result - Board / shareholders -strategic response -share price -stakeholders -culturally responsible

5. Structure ie the order and arrangement of ideas and concepts Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis Language Choices TECHNICAL Language ie words/symbols specific to business F ULLY E XPLAIN What is the answer Why – give a reason that fits the business context x -How – use an example from the business context to support your what answer F ULLY E XPLAIN What to why - as a result Why to How -for example - brand image - consultants

6. Structure ie the order and arrangement of ideas and concepts Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis Language Choices TECHNICAL Language ie words/symbols specific to business J USTIFIED C ONCLUSION Justify - Although.... but in long run … and therefore J USTIFIED C ONCLUSION Link (problem requiring strategy) to the key business concept of the question eg Cultural and social sustainability Evidence – provide (new*) evidence as to why it will be successful state how the strategy overcomes the key issue * cant just repeat advantage Justify – briefly outline why (new) evidence means strategy will be successful -Cultural sustainability -Social sustainability - Marketing edge