This is from the “Accounting Makes Cents” podcast episode #95 released on Monday, 11 August 2025.

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Before we get into frameworks or any kind of technical knowledge work, I want to make something clear: the CIMA case study exams are not about showing how much theory you can memorise. You can’t just rote learn the models, turn up on exam day, and expect to score highly by reciting them. The examiners already assume you know the theory, what they’re testing is how you think in context. Can you take what you know and use it to make sense of the situation in front of you? Can you turn knowledge into a clear, relevant recommendation?

And here’s the thing… many students get stuck sounding like a textbook. They write: “Political factors could affect the company” and stop there. That’s safe, but it’s not scoring you the extra marks.

Today, I want you to practise doing the extra, that part that turns a generic statement into something that feels tailored, specific, and useful for decision-making.

Jump to show notes.

So, we’re going to work through a short scenario together. And as we go, you’ll see how to take those “generic” answers and turn them into the kind of response that stands out to an examiner.

The reason I’m keeping it small is so you can focus on how to add depth without getting lost in the noise. Once you see how it works here, you can scale it up to any case study you face.

THE SETUP

Here’s the setup:

A logistics company is considering expanding into neighbouring country, Country X. Country X has been attracting attention lately because its location gives it access to some of the busiest trade routes in the region. Its market has grown steadily over the past five years, with increasing demand for imported consumer goods, boosted by a rising middle class. The government has recently announced an ambitious infrastructure program, including upgrades to highways and ports. However, political leadership changes every few years, sometimes leading to shifts in trade policy. Environmental regulations are tightening, requiring cleaner fleets and more efficient fuel use.

That’s all you know so far. Enough to make some quick observations — but also enough to dig deeper if you think about what each detail might imply.

Let’s say this was a snippet from your unseen section in the exam. You’re asked to apply an environmental tool to assess the situation. In this case, we’re going to use PESTEL analysis.

The danger here is going straight for generic, memorised phrases — the kind that could apply to any country or any company. They’ll get you some marks, but not the kind that make the examiner sit up and take notice.

THE GENERIC-NESS OF IT ALL

If this were an exam, many student answers would look something like this: 

“Country X experiences frequent leadership changes, so trade policies might change. Population growth and increased consumer spending means there’s more demand for logistics services. The new environmental regulations require cleaner vehicles.”

While none of these points are incorrect, this kind of response is quite surface-level. It essentially repeats the facts from the scenario without exploring what these factors really mean for the company. The examiner wants to see that you understand the potential implications and can connect them to the company’s decision-making, not just that you can spot the obvious.

ADDING DEPTH AND INSIGHT

Now, let’s take the same three points and add the kind of depth that examiners love to see. Remember, if it’s an important point, it deserves its own paragraph at the very least.

Consider the political situation:

“Although Country X experiences frequent leadership changes, the government’s commitment to infrastructure upgrades like improving ports and highways, suggests some stability and cross-party support on key projects. This means the logistics company could benefit from better transport infrastructure in the medium term, even if some policies shift along the way.”

Why does this matter? Recognising the infrastructure commitment shows you’re not just flagging risks but also spotting opportunities the company can leverage. It tells the examiner you understand the practical impact of politics beyond just uncertainty, which demonstrates deeper business awareness.

Now let’s move on to economic:

“Economically, the growing middle class and rising demand for imported goods in Country X create a clear growth opportunity for logistics services. However, frequent leadership changes could bring shifts in trade policy, like new tariffs or customs rules, which may increase costs or cause delays. The company should be prepared to manage these risks, perhaps by building flexibility into contracts or staying close to local authorities.”

Why is this important? By balancing opportunity with risk, your answer reflects real-world decision-making. This shows examiners you can think critically about how economic factors interact with political realities, rather than just naming the factors in isolation.

Next up, the environment:

“On the environmental front, new emissions regulations could mean higher upfront costs from investing in cleaner vehicles or retrofitting existing fleets. The company might not currently have fleets ready to meet these standards, so there could be a lead time and capital investment needed to comply. However, moving early on these changes could position the company as a market leader in sustainability, attracting clients who prioritise green logistics and potentially qualifying for government incentives or preferred contracts.”

Why include this? Highlighting fleet readiness and investment needs shows you understand the practical challenges involved, not just the regulations themselves. Explaining the strategic upside alongside the costs signals to examiners that you’re thinking like a business leader—balancing short-term pressures with long-term opportunities.

This approach isn’t about dumping more information, but about working with the facts presented and explaining their significance for the company’s strategic choices. That’s what raises an answer from basic to outstanding.

ADDITIONAL TAKEAWAY

In this example, we’ve focused mainly on the political, economic, and environmental factors mentioned in the scenario. But you might wonder, what about the other parts of PESTEL? Should you cover them all?

The answer depends on the task you’re given and the weighting percentage allocated to that task. Sometimes, exam questions expect you to address only the factors presented, while other times, you’re encouraged to bring in additional insights that could affect the business. Knowing how to judge this is a key skill.

For instance, the social factor could be relevant here because the scenario mentions a growing middle class. This suggests changes in consumer behaviour and workforce availability, which might affect logistics demand and staffing strategies.

On the technological side, advances like automated tracking systems or electric vehicles could help the company meet new emissions regulations more efficiently, providing a competitive edge. Additionally, the ongoing commitment to infrastructure upgrades includes improvements that could be considered technological, such as modernised ports or smart logistics hubs.

From a legal perspective, compliance with international trade agreements or local labour laws could add complexity but also protect the company from risks.

Lastly, the environmental factor we discussed earlier could be expanded to include weather patterns or climate risks, which might impact supply chains.

The key takeaway is to read the question carefully and use your judgment. If the exam wants a focused analysis, stick to the given factors and develop those deeply. If it’s broader, add relevant extra points but always tie them back to the company and the decision they’re facing.

And I hope that helps.

Show notes simplified

In this episode, MJ the tutor explores how to go beyond textbook answers in your CIMA case study exams by adding depth and insight into your analyses. She’ll break down common generic answers and highlight how students can elevate their responses with real business context, practical implications and strategic thinking. Perfect for current and potential students aiming to boost their case study performance.