A conclusion that does not refer back to the business objective is an opinion, not a judgement. The fix is to name the objective first, then decide which option serves it most directly and say what would change your mind.
This page gives a short routine and a worked fictional case. It supports case analysis and evaluation, where writing a conclusion tied to the objective is taught step by step.
Why does the conclusion drift?
By the last paragraph, you have spent several minutes on advantages and disadvantages. The objective was mentioned in the first line of the case, so it is no longer in your head. You then fall back on a general rule such as “more sales are good” or “cheaper is better”.
There are three common forms of drift:
- A different objective. The case says the owner wants a stable income, and the conclusion talks about fast growth.
- A summary instead of a choice. The conclusion lists the points again and never picks an option.
- A confident claim with no condition. “This will increase profit” cannot be known from a short case.
A routine for a conclusion that stays on target
- Copy the objective beside the question before you plan. Use the firm’s own words.
- Choose the option you judge most suitable for that objective.
- Give one reason that uses a fact from the case, not a general fact.
- State a condition: “this holds if…” or “unless…”.
- Reread the objective and check the conclusion would still make sense to the owner who stated it.
Worked example
Case (fictional). Suria Bakery is a small shop in Ipoh. The owner says her objective for the next year is to keep the business running with steady monthly cash. She is considering two choices:
- Option A: open a second shop. Extra fixed costs of RM9,000 a month. Sales might double, but the first year is uncertain.
- Option B: add online ordering for the current shop. One-time cost of RM6,000. Sales might rise by RM3,000 a month.
Weak conclusion. “Opening a second shop is the right choice because it could double sales and make the most profit, so Suria Bakery should open it.”
This is not wrong about sales. It ignores the objective. The owner asked for steady cash, and the answer says nothing about cash.
Improved conclusion.
“Option B is the better choice for Suria Bakery’s objective of steady monthly cash. It costs a one-time RM6,000 and adds fixed costs only if the owner hires help, while Option A adds RM9,000 every month even if sales stay flat. Option A would be worth reconsidering if the online orders show that demand has grown enough to cover the new shop’s costs.”
It works because the first sentence names the objective, the second uses two figures from the case, and the third gives the condition that would change the answer.
The mistake to avoid
Mistaken conclusion: “Overall both options have advantages and disadvantages, and the owner should think carefully about which option suits the firm.”
This never chooses. It also avoids the objective completely.
The correction is to replace “think carefully” with an actual choice and the test that supports it.
Self-check
1. A fictional firm says its objective is to reduce waste this year. A student recommends the option with the highest expected sales. What is missing?
Show answer
The conclusion never connects to the stated objective of reducing waste. The student should compare the options on waste, then choose, and mention sales only if it affects the waste objective.
2. Rewrite this as a conditional: “Advertising on television will raise sales.”
Show answer
“Television advertising may raise sales if the target customers watch the channel and the cost of the advertising is covered by the extra sales it brings.” The claim now has a condition and is tied to the cost.
3. Why is a three-sentence conclusion often stronger than a long one?
Show answer
A short conclusion must choose, give one reason linked to the objective and state one condition. A long one often restates earlier points, which adds length without judgement.
Where to go next
Practise the routine in write a conclusion tied to the business objective, then test whether your judgement follows the evidence. The cash versus profit bridge and ratios tool help when the objective is financial. The Business learning guide shows the full topic map.
If your conclusions still wander after practice, online one-to-one Business tuition can work from your own written answers.