IBDP Business Management Internal Assessment Higher Level Research Question: Should HaiDiLao continue to depend on its key success facto r to sustain profits? Word Count: Executive Summary: 114 Main Report: 1920 Date: Acknowledgments I am thankful and indebted to the company Marketing Manager, Ms. Chen XiaoYan, f or being very helpful throughout our interview by providing insightful information of the com pany that I need for this report. Heartfelt thanks also go to all existing and past customers of HaiDiLao that take part in my survey. Their valuable inputs have shed light to their dining experience at HaiDiLao. I also would like to thank my Business Management teacher for providing me constru ctive comments and feedback in my early stages of investigation. (Word Count: 86) 1 Table Of Contents Acknowledgments 1 Table Of Contents 2 Executive Summary 3 1.Introduction 4 2. Methodology 6 3.Main Results and Findings 7 3.1 Findings from interview with HaiDiLao’s marketing manager 7 3.2 Findings from Survey with HaiDiLao’s Past Customers 9 4. Analysis And Evaluation 4.1 Business chapter 1.3 SWOT Analysis 5.Financial Analysis 5.1 Business chapter 3.2 Costs And Revenues 11 11 13 13 2 5.2 Business chapter 3.5 Profitability ratios 15 5.3 Business chapter 4.2 Perception Map 17 6.Conclusion 19 7.Reference and Bibliography 20 Appendices Error! Bookmark not defined. Appendix A: 21 Appendix B: 23 Executive Summary Haidilao is a privately held limited company. HaiDiLao is a chain of hot pot restaurant s founded in Jianyang, Chengdu, Sichuan Province, China in 1994 by its founder named Zhan g Yong. In the early inception of the business, HaidiLao faced competition from other restau rants which compete mainly on price. Quality or food as well as customer service were clearl y neglected in this industry. To differentiate his business, Zhang Yong had adopted a unique strategy, by offering 'excellent customer service', This strategy has since become a unique s elling proposition to HaiDiLao, which forms the very foundation to great success today. 3 The research proposal outlines the reasons for this investigation, methodologies that includes both primary and secondary research, theoretical framework and possible difficultie s encountered during the writing of this report. This report utilises ANSOFF matrix, analysis on HaiDiLao’s financial position over the years, competitors analysis and perception map. The recommendation at the end of this rep ort was that based on different factual results, Haidilao should continue customer service to increase profit, even though there are limitations as well to their customer service, but in the end it is proven that the strengths outweigh the weaknesses. (all key findings have to be inc luded here) Word Count: 231 1. Introduction 4 HaiDiLao is a popular hot pot restaurant chain with over 130 restaurants in 35 Chines e cities and 6 branches overseas1. These kinds of hot pot restaurants are highly competitive because of the difficulty in distinguishing oneself in terms of flavours and taste. Thus, Hai D i Lao has chosen to differentiate itself from competitors by offering exceptional and unique c ustomer service on top of quality food thereby creating great diners’ experience.2 This comb ination becomes the key success factor of Hai Di Lao which consequently allow the compan y to generate higher profit margin. As the unique customer services could possibly be mimic ked by competitors eventually, this leads to the question whether Hai Di Lao can continue to be profitable by relying on its key success factor alone. Thus, the research question: “Should HaiDiLao continue to depend on its key success factor to sustain profits?” 1 Cai, CY. “Hai Di Lao: Service Beyond Imaginations.” Technology and Operations Management, digit al.hbs.edu/platform-rctom/submission/hai-di-lao-service-beyond-imaginations/. 2 Hermes. “Spicy Hotpot Makes Singapore Billionaires $7.6b Richer This Year.” The Straits Times, 16 Apr. 2019, www.straitstimes.com/business/spicy-hotpot-makes-spore-billionaires-76b-richer-this-ye ar. 5 2. Methodology This report was mainly carried out by primary research and secondary. descriptive re search Primary research consists of interviews with the marketing manager. Interviews are v ery useful when obtaining detailed information from HaiDiLao’s actual employees within the organization. By interviewing the marketing manager, we were able to get an insight into so me of the marketing strategies, such as customer service as one of these strategies. Then, I have collected survey results from the public customers that have eaten at HaiDiLao before, the main advantage of using survey is that large numbers of customers can be reached very easily, and we can get a non-biased opinion on HaiDiLao’s food business. Secondary research includes some background information on HaiDiLao, in order to g et some background information on what the company is about and doing in the food indust ry. And annual financial reports of the company, in order to get data to analyze using relevan t business tools in the analysis and discussion. Business Tools and Concepts Non-financial aspects was a Ansoff Matrix that was done to identify HaiDiLao’s inter nal strength and weaknesses opportunities and threats in relation to its customer service. T hen I will be investigating the financial analysis on HaiDiLao’s financial position over the yea 6 rs and using the gross profit margin determine the profit that the company makes through it s sales. Thus, analyzing how much increase in profits has contributed to their customer serv ice and whether it will continue to do so. 3. Main Results and Findings 3.1 Findings from interview with HaiDiLao’s marketing manager My initial findings for my research question begins with an interview with the marketi ng manager Ms. Chen XiaoYan, how she gave me a brief overview of what HaiDiLao is like a s a hot pot restaurant. She believes that there is a lot of unique parts to HaiDiLao, such as t he food, the side dishes, fruits, but what I found out is that besides the food, customer servi ce takes a huge role in making their restaurant more unique and successful compared with o ther hot pot restaurants. HaiDiLao offers a huge range of free services to their customers such as board game s, snacks, and manicures for the waiting customers, and a playground area provided for sma ller kids to have fun while waiting in line3. To list a few, the manicure section is where HaiDi Lao’s employees will not only apply nail polish for you but will also give you hand messages 3 In Appendix A: Interview with Marketing Manager of HaiDiLao Ms. Chen XiaoYan p 7 along with the experience4. Free screen protectors and charges are being provided for custo mers, and they are able to use it anytime. Furthermore, face mask dances are here during sp ecial occasions like holidays, etc, and the noodle dance is always here whenever you order n oodles from HaiDiLao5. Mini fun games for when you are waiting to get into the restaurant a nd many different kinds of snacks and drinks being provided at the side of the counter. 6 The importance that HaiDiLao places on its customer service is highlighted by its eff ort to improve it in order to attract more customers. Over the years, HaiDiLao has progressiv ely added new customer services to their existing list now, then continued allowed customer s to give them feedback using provided iPads, on how they further improve on their existing customer service. 7 Based on observations, this has seemed to be successful, as customers tend to com e back to HaiDiLao more often because of the customer services being provided not only ou tside of the restaurant but also inside the restaurant, and how the customers reflect people' s attitudes who want to come back. And they will spread the word and will recommend to th eir friends and friends. 8 Therefore, from initial findings, HaiDiLao’s customer service could be attributed to it s sales and profit, customer service sets HaiDiLao apart from hot pot restaurants, it is their unique selling point, so customers would want to come back to HaiDiLao because they kno 4 In Appendix A: Interview with Marketing Manager of HaiDiLao Ms. Chen XiaoYan p 5 In Appendix A: Interview with Marketing Manager of HaiDiLao Ms. Chen XiaoYan p 6 In Appendix A: Interview with Marketing Manager of HaiDiLao Ms. Chen XiaoYan p 7 8 In Appendix A: Interview with Marketing Manager of HaiDiLao Ms. Chen XiaoYan p In Appendix A: Interview with Marketing Manager of HaiDiLao Ms. Chen XiaoYan p 8 w that they will get this kind of service, and thus this has helped HaiDiLao to gain more mar ket share in the food industry. However, further analysis has to be done to cross-reference t his to quantitative findings in the later section.9 3.2 Findings from Survey with HaiDiLao’s Past Customers What the general past customers like about HaiDiLao Figure 1a: Findings from the Survey with HaiDiLao’s Past Customers (Source Appendix B) 9 In Appendix A: Interview with Marketing Manager of HaiDiLao Ms. Chen XiaoYan p 9 What past customers feel sets HaiDiLao apart from other hotpot restaurants Figure 1b: Findings from the Survey with HaiDiLao’s Past Customers (Source Appendix B) From the results taken from the past customers of HaiDiLao, I could conclude that w hen it comes to what past customers like about HaiDiLao, the two top selections were the s ervice with a 67.9 % along with the food at HaiDiLao which has a 67.9 % as well. However, when it came to the second question, which was what the past customers t hought sets HaiDiLao apart from other hotpot restaurants, this results being provided here a re more obvious and explainable, that the general past customers think that it is the unique customer services being provided to customers at HaiDiLao that mainly sets this hot pot res 10 taurant a unique restaurant, with a percentage of 82.1 % people choosing this option with 28 respondents in total. 4. Analysis And Evaluation Business chapter 1.3 SWOT Analysis In order to analyze the internal and external factors of HaiDiLao’s customer service i s facing, a SWOT analysis is then applied. This will help to analyze HaiDiLao’s decision of c ontinuing their customer service going forward. Strength Weakness 1. Has a strong customer-centered service concep t 2. After more than ten years of development, HaiDi Lao has a large number of loyal and hard-workin g staff, which has contributed to their customer service throughout the years. 3. Have an ideal, diligent management team, saves time and work more efficiently to reduce any co st prices. 4. Unique assessment methods, pay attention to th e comprehensive assessment of staff and cadre s, the implementation of humanized and kinship management, harmonious employee relations, w hich in turn affect their customer relations as w 1. Insufficient continuous innovation in customer se rvices being provided, thus might lose any potent ial customers. 2. Due to HaiDiLao’s extensive customer services, t he prices are 30% higher than the average level p rices of its competitors. 3. As a result of the range of customer services pro vided, work intensity is high, and employees feel unadaptable at times. 4. Variable costs are high as there are a lot of custo mer services, therefore, more resources and mat erials are needed in order to service for its custo mers. ell. 11 5. It has high-quality customer services have contr ibuted to its profits and success. 6. HaiDiLao’s customer service has become synon ymous with its brand image, allowing it to attrac t more customers, thus more profit. Opportunities Threats 1. A large number of the new urban population for the hotspot industry has produced new custome rs with ever-changing demands, prompting busi nesses to innovate and develop new types of ma rketing strategies. 2. China’s leading restaurants recently have not be en well caught up in terms of their services, this will, therefore, provide more space for the hot p ot industry to grow and develop, taking advantag e of this area 1. Competition in the industry has intensified, and h ot pot restaurants and related catering industries have developed rapidly. 2. Result in other hot pot restaurant imitating HaiDi Lao’s unique customer services. 3. Other branches of marketing strategy have recen tly been proven successful such as hotpot buffet, which could become a stronger unique selling poi nt in the hotpot industry. 3. As more and more people are attracted to HaiDi Lao, because of the customer service, it has the potential to allow their market share within the hotpot industry to grow exponentially. We could conclude that based on the SWOT analysis that has been applied to Haidil ao, HaiDiLao has benefited from both its strength and opportunities in increasing its profits, however, on the other hand, due to HaiDiLao’s weaknesses and threats, it is seen that there are potential factors influencing the profits of HaiDiLao unnoticeably. However, as a whole, the benefits do outweigh the weaknesses, so therefore it still benefits from the strength tha n weakness. 12 5. Financial Analysis 5.1 Business chapter 3.2 Costs And Revenues Table 2a: Table of HaiDiLao’s revenue for the past few years in units RMB (Source:HaiDiLao Global Offering) Table 2b: Table of HaiDiLao Overall average spending per guest in units RMB (Source:HaiDiLao Global Offering) 13 Table 2c: Table of HaiDiLao’s overall PRC operating profit margin in units RMB (Source:HaiDiLao Global Offering) As seen from table 2a, Haidilao’s revenue has been increasing steadily over the years from 2015 to 2017. Even the value for six months ended in 2018 is at RMB 410,682 which is already 69% of the revenue earned for the year ended in 2017. In table 2b, it can be seen that average spending per guest has also increased over th e years, as seen from six month ended in June 30th is already RMB 100.3 which is already m ore than the previous years, which ranges from RMB 91.8 to RMB 97. From the previous sec tion we have already determined that the customer service forms the majority of the expens es on each guest. Therefore, increased spending on customer service could be linked to the significant increase in revenue earned. In table 2c, Restaurant level operating profit is calculated by deducting the cost of re staurant level food raw materials and consumables used, restaurant level staff costs, restau 14 rant level property rent and restaurant level utilities expenses10, therefore leaving behind the profit solely earned from customer service related operations. As RMB 10,637,170 increased over the year of 2017, and RMB 632,644 for the six months ended 2018 is already RMB 400,0 00 more profit than that of 2017 which indicates that as the years pass, HaiDiLao is getting more profit from its level of operating. 5.2 Business chapter 3.5 Profitability ratios Gross Profit Margin analysis Equation for Gross Profit Margin = 10 Gross Profit x 100 Sale revenue Haidilao.com. (2019). [online] Available at: http://www.haidilao.com/uploads/globalofferingzgen20 18.pdf [Accessed 25 May 2019]. 15 Year ended 2015 = 1,138,162 x 100 5,756,682 = 19.77% Year ended 2016 = 1,882,171 x 100 7,807,686 = 24.11% Year ended 2017 = 2,660,241 x 100 10,637,170 = 25.01% Six months ended 2018 = 1,800,382 x 100 6,342,644 = 28.39% Clearly shown from the calculations of the Gross Profit Margin, it is showing that it is an upward trend, and that the gross profit margin has slightly increased throughout the year s. For 2018 although there is only a six-month value compared with the rest of the other full years, it is already forecasted at 28.39% which is higher than the whole year before which w as 2017 which was 25.01 %. 16 Thus, we could say that customer service has made HaiDiLao more profitable than b efore, and no doubt that customer service has a link to the trend on the increasing revenues of HaiDiLao, and it is proven by the data tables found in HaiDiLao’s Global Offering above. 5.3 Business chapter 4.2 Perception Map Hotpot Restaura Attitudes nts How many t How many How many How many custo Overall Personal r ables does a times do t plates/dish mers in the queu ankings waiter serv hey fill up es cleared p e served? e? your drin er hour k? HaiDiLao Very welcoming 1 employee If they see Whenever t All that has colle /offering you h to 4 tables your drink hey see you cted a number a air ties/screen is halfway r plate is ful nd waiting to eat wipes/bag cove or almost f l at HaiDiLao rs/drinks/apro inished, th ns ey will fill 1st up for you Other Hotpot Competitors Da Miao Hotpot Not very welco 1 employee None/not None/you j Usually, there is ming/normal at to 10 tables only if you ust use you n't a queue titude/leading 4th ask for you r used plate your way to you rself s all along r seat Beauty In The Po Leading you to 1 employee None/not None/not o There are chairs t your seats, and to 10 tables only if you nly if you as outside for custo will just go off ask for you k for yourse mers to sit while and help other rself lf queue, but no w 3rd 17 customers, unti aiter is standby. l you have finis hed ordering Tong Xin Ru Yi H Somewhat welc otpot 1 employee None/not They will So Usually, there is to 5 tables only if you metimes co n't a queue. u are ordering t ask for you me and ask hey tend to wal rself you whethe oming, when yo k near you, alw r they could ays paying atte switch your ntion to your ta used plates 2nd ble HaiDiLao and its competitors' hotpot restaurants As seen from SWOT Analysis, the main threat of HaiDiLao’s competitors can be a big factor in the profitability of the company in the future, so therefore a competitor analysis wa s done by me personally by going to each restaurant on my own, and have observed the sev eral factors that was included in my competitor analysis. Several factors that I mainly focuse d on was firstly: 1. The attitudes of the workers there at HaiDiLao 2. How many tables does a waiter serve? 3. How many times do they fill up your drink? 4. How many dishes/plates cleared per hour 5. How many customers in the queue were being served with snacks and drinks? 18 There were five different factors being considered in this competitor analysis, and ba sed on these five fixed criteria for each restaurant, we could conclude that HaiDiLao is still a bove its competitors in terms of these criteria, and their customer service is still a big factor in terms of attracting customers and therefore increasing profits. 6. Conclusion In conclusion, the recommendation from this is that Haidilao should continue their cu stomer service in order to increase profits. In the beginning through the primary research fro m the survey and the interviews done with the marketing manager, it could be really seen th at customer service is the unique selling point of Haidilao, and this primary research was fur ther supported by both SWOT and financial analysis. From the SWOT analysis the strengths and opportunities of continuing customer service outweighs the weaknesses and threats, as seen by Haidilao already having an established customer centered service concept, and it ha s been more than 10 years of development. From the financial analysis, it was determined that Haidilao’s profits in relation to cu stomer service was also increasing over the years, from studying the trend it also can be see n that the percentage at which it was analyzed is also seen to be exponentially growing. The refore it shows that there is still a lot of potential for growth that investing customer can bri ng for Haidilao, and its forecasted to be even more profitable in the long run. Even after goin g through the perception map which compares Haidilao with other key competitors in the in 19 dustry could be seen that haidilao unique customer service really gives its competitive adva ntage, and continue to gain more and more market share. Limitations: Limitations could be that there is not enough data, as there was only 28 responses in the survey collected, and the survey was done amongst people with similar ages, which coul d lead to certain bias in the survey results. In order to eliminate bias results, random past cu stomers of HaiDiLao could be chosen to answer this survey, so the results will be less subje ctive and bias. Recommendation: There can be a recommendation for Haidilao to invest even more in customer service, as seen to be proven a big factor in their business. More investment could be made, especia lly in the areas of research and development and innovation for new customer service ideas, in order to avoid over-repetitiveness of their current customer services. However, they have to find solutions to address their weaknesses and threats determ ined in the SWOT analysis, and competitor analysis. The declining economic conditions in th e markets HaiDiLao operate that may be damaging the average spending per guest, which m ay constrain budgets and affect their choice in ordering high margin items. 7. Reference and Bibliography 1. Haidilao International holder Ltd. Global Offering (Incorporated in the cayman island s with limited liability) Semptember 12, 2018 20 https://www1.hkexnews.hk/listedco/listconews/sehk/2018/0912/ltn20180912019.p df 2. Haidilao analysis (detailed) /NA fanwen.jianlimoban.net/612447/. 3. "Haidilao: employees are more important than customers! (worthy of reference).” æç , 6 July 2018, www.sohu.com/a/239729017_9990 4. wenku.baidu.com/view/37bbb6c4c0c708a1284ac850ad02de80d4d806a0.html?rec_fl ag=default https://wenku.baidu.com/view/37bbb6c4c0c708a1284ac850ad02de80d 4d806a0.html?rec_flag=default 5. Stimpson, Peter, and Alex Smith. Business Management for the IB Diploma Textboo k. Cambridge University Press, 2015. 6. Interview with the marketing manager Ms. Chen XiaoYan 7. Survey with past customers of Haidilao 8. Appendices Appendix A: Should HaiDiLao continue to depend on its unique customer service to raise sales? 21 Interview with the marketing manager Ms. Chen XiaoYan Q1: What kind of restaurant is haidilao? Ans: HaiDiLao is China’s largest hot pot chain, popular for the spicy broths in which dinner s cook their meats and vegetables. Q2: What do you think makes haidilao unique from other similar restaurants? Ans: I believe that HaiDiLao is unique from other similar restaurant is that Haidilao is kno wn for our focus on food and customer services being provided at our restaurant. Our restaurant has delicious soup bases, and different sauces and fruits are being provid ed. The mild one, which has a good taste, and good for people who can’t eat spicy things, and the spic one is strong enough to get people a feeling of their tongues being on fire. Haidilao has a special sauce added more flavors for your hotpot experience. They about 2 0 types of condiments and sauces you can make your own mixture of sauce. Apart from the food, another reason that makes haidilao unique is that Haidilao offers a v ariety of free services for their customers such as board games, snacks, and manicures for the waiting customers. Children are provided with a playground area to have fun. Q3: What does haidilao offer its customers as part of its service? Ans: Haidilao offers its customers high services, food, attentive staff always makes sure th at your hotpot experience is comfortable. Our restaurant offers you many customer services, including the manicure, for example in the manicure section, our employees will not only apply nail polish for you, and give you ha nd messages along with the experience. Free screen protectors, and charges are being provided for customers, and they are able t o use it anytime. Face mask dances are here during special occasions like holidays etc, and the noodle dan ce is always here whenever you order noodles from HaiDiLao. Mini fun games for when you are waiting to get into the restaurant and many different kin ds of snacks and drinks being provided at the side of the counter. Q4: How has haidilao made an effort to improve its customer service? Ans: Over the years, we have noticed the importance of customer service to our business, 22 and have progressively added more customer services to our existing list. In addition, we a re now allowing customers to give us feedback via the iPad which is provided for each tabl e. And we have realized that now because people use handphone more and more often, no w we have phone chargers being provided under each table as part of our customer servic e and we believe that this is a very good investment into our customer services. Q5: How do you think haidilao customer service has helped it attract more customers? Ans: I personally believe that compared with other restaurants, customers tend to come b ack to our restaurant more often because of the customer services being provided outside of the restaurant and also inside the restaurant. The customers reflect people's attitudes who want to come back. And they will spread the word, and will recommend to their friend s and friends. Q6: To what extent will you attribute haidilao customer service in increasing sales and pro fit Ans: In recent years it has increased, and played a large contributes, customer service set s us apart from hot pot restaurants, it is our unique selling point, so customers would wan t to come back to our restaurant because they know they will get this kind of service, and t his has helped us to gain more market share in the food industry. Appendix B: Survey results of HaiDiLao’s past customers 23 24 25 26 Criterion A: Research proposal This criterion assesses the extent to which the student presents a research proposal that gives an effective direction for the project, with all the required elements. Please note: Criterion A should be used to assess the research proposal only. Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. The research proposal is presented but is generally inappropriate, or two or more 1 elements are missing. The research proposal is generally appropriate but some elements lack clarity, detail 2. and focus, or one element is missing. The research proposal with all the required elements is appropriate, detailed, clear and 3 focused. Criterion B: Sources and data This criterion assesses the extent to which the student selects primary sources and collects data which address an issue or a decision to be made by an organization or a range of organizations in appropriate depth and breadth. Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. 1 Some of the primary sources selected or the data collected are appropriate. The primary sources selected and the data collected are appropriate, but are not varied 2 and sufficient. The primary sources selected and the data collected are appropriate, varied and 3 sufficient. Criterion C: Use of tools, techniques and theories This criterion assesses the extent to which the student understands and applies relevant business management tools, techniques and theories to provide insight into the situation under investigation. Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. There is a limited understanding of business management tools, techniques and 1 theories, and these are not applied or are superficially applied. There is a satisfactory understanding of relevant business management tools, 2 techniques and theories, and these are suitably applied. There is a good understanding of relevant business management tools, techniques and 3 theories, and these are skilfully applied. Criterion D: Analysis and evaluation This criterion assesses the extent to which candidates use results and findings to explain the issue or decision investigated and their ability to integrate ideas coherently. It also assesses the extent to which the candidates effectively evaluated their arguments and made substantiate judgments. 4 Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. 1 The results and findings are limited, and no analysis of them is provided. 2 The results and findings are limited, and a superficial analysis of them is provided. 3 There is a satisfactory analysis of the results and findings and some integration of ideas. There is a satisfactory analysis of the results and findings, a satisfactory integration of ideas and some evidence of evaluation. There is a good analysis of the results and findings, a good integration of ideas and 5 evidence of substantiated evaluation. There a skilful analysis of the results and findings, a coherent integration of ideas and 6 consistent evidence of substantiated evaluation. Criterion E: Conclusions This criterion assesses the extent to which the student is able to draw relevant conclusions based on the analysis of the report, which are substantiated and consistent with the evidence presented in the report. forerest Reserre no Subslandia ted Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. There are some conclusions, but they are unsubstantiated and/or inconsistent with the 1 evidence presented in the main body of the report. Conclusions are substantiated and consistent with the evidence presented in the main 2 body of the report. Areas for further study have been identified, if appropriate. Criterion F: Recommendations This criterion assesses the extent to which candidates made recommendations that were substantiated and consistent with the conclusions, and which answered the research question. raise Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. There are recommendations, but they are unsubstantiated and/or inconsistent with the 1 conclusions, or they do not answer the research question. The recommendations are substantiated and consistent with the conclusions, and they 2 answer the research question. Criterion G: Structure This criterion assesses the extent to which the student organizes his or her ideas into a structured report with an argument that is easy to follow. How profit? Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. 1 Limited structure. Para's - novac unisten in carious seesion 2 Appropriate structure. Criterion H: Presentation This criterion assesses the extent to which the student presents all the required components of the written report in the correct order and format. Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. The report is missing one or more of the required components, or the components are 1 not in the correct order or format. 2 The report includes all of the required components in the correct order and format. Criterion I: Reflective thinking This criterion assesses the extent to which the student is able to reflect critically on their own work by including appropriate evidence of reflective thinking on the approach taken in their research and its limitations. red sction ''Reflextive thinking see Marks Level descriptor 0 The work does not reach a standard described by the descriptors below. The report includes limited or superficial reflective thinking on the approach taken in 1 this piece of research and its limitations. The report includes appropriate evidence of reflective thinking on the approach taken in 2 this piece of research and its limitations. SAIS ( and to
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