Structure ie the order and arrangement of ideas and concepts

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

2. Language Choices • TECHNICAL Languageie words/symbols specific to business • - reputation /brand image • sales • transport modes • (Overseas) customers • culture What Structure iethe order and arrangement of ideas and concepts Why 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 How Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis • - and result in… • This would occur because • Therefore • and • if … (then) • may also • and would have

3. Language Choices • TECHNICAL Languageie words/symbols specific to business • - stakeholders • negative publicity • Senior management team What Structure iethe order and arrangement of ideas and concepts Why OPENING SENTENCEDescribe 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 What • This should .. and hopefully • so they will be EXPLAIN What is the answer Why – give a reason that fits the question context AND business concept Why

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

5. What • Language Choices • TECHNICAL Languageie words/symbols specific to business Why How - brand image - consultants Structure iethe order and arrangement of ideas and concepts Fully Explain 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 Why What Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis How Fully Explain What to why - as a result Why to How -for example

6. Structure iethe order and arrangement of ideas and concepts • Language Choices • TECHNICAL Languageie words/symbols specific to business Justified Conclusion Link (problem requiring strategy) to the key business concept of the questioneg 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 Link Evidence Justify Language Features CONNECTIVES – linking words and phrases ie allows the explanation / analysis Justified Conclusion Justify - Although .. .. but in long run … and therefore