Family Business Case Study

1Why did the students choose Dunston Ceramics for their case study?

• AIt offered the most comprehensive financial records.
• BIt illustrated conflicts surrounding generational succession.
• CIt pioneered online retail in the craft sector.

2What primary difficulty arose when Heather took over the marketing department?

• AThe high cost of developing an e-commerce platform
• BNegative feedback from long-term retail buyers
• CResistance from established workshop employees

3Liam considers the company's 2022 financial restructuring risky because it

• Adepended excessively on short-term bank borrowing.
• Bresulted in redundancies among skilled craftspeople.
• Coffered poor returns to private outside investors.

4Which customer group contributed most unexpectedly to recent sales growth?

• APrivate collectors living overseas
• BCommercial designers working for hotels
• CLocal tourists purchasing bespoke items

5What modification do the students agree to make to their slide deck?

• AAdd extra graphs detailing recent turnover
• BShorten the time spent on qualitative evidence
• CInclude more direct statements from the owners

6According to the tutor's feedback, the students need to provide a better

• Aassessment of the firm's contingency planning.
• Bsummary of the company's founding history.
• Ccomparison with rival artisan manufacturers.

7Which task will Liam complete before their rehearsal on Thursday?

• ASelecting quotes from the interview transcripts
• BDrafting a one-page summary for the audience
• CBooking a practice room in the library