BCS BAPv5 Online Access

The business analysis guidance notes that reviewing a company website can reveal useful inferences about the organisation’s branding, values, priorities, and strategic positioning, including how it balances cost versus perceived quality. In particular, the guidance contrasts “populist” signals (primary colours, flashing icons, exclamation marks, “Bargain!” language) with a quieter, more restrained design, which tends to imply a more premium / quality-focused positioning.

The described site is muted (greys/whites), uses “lots of white space,” and includes only a few carefully chosen images. Those choices align strongly with conclusion D: the company is positioning its offering as high quality rather than “cheap and cheerful.” The seamless movement through information and concise, well-structured sections also indicate attention to usability and information architecture—signals consistent with high technical and design standards (conclusion C).

However, nothing in the description proves the firm is “well established” (A), “market leading” (B), or “very profitable” (E). Those claims require external evidence (market share, history, financial performance), whereas the website evidence supports positioning and quality/technical execution, not market status or profitability.

A business rule is a statement that defines or constrains some aspect of a business situation or problem or its solution. It helps to ensure consistency and compliance with policies, regulations, standards or criteria within an organisation or project. Business rules can be classified into four types: external constraints, internal policies, external procedures and internal procedures. Therefore, option B is the correct answer, as it identifies which types(s) of business rule have been described in this extract respectively. External constraints are business rules that originate from outside an organisation or project and are beyond its control or influence. They help to ensure compliance with laws, regulations, standards or criteria imposed by external authorities or bodies. An example of external constraints in this extract is legislation ensuring protection for the most vulnerable people in our society can affect the criteria, as it originates from outside the local council and is beyond its control or influence. Internal policies are business rules that originate from within an organisation or project and are under its control or influence. They help to ensure alignment with objectives, strategies, values or principles established by internal decision makers or influencers. An example of internal policies in this extract is the criteria are agreed by the council housing committee, who meet on a regular basis and seek to ensure that the criteria continue to enable effective housing allocation, as it originates from within the local council and is under its control or influence. Option A is not a correct answer, as it does not identify which types(s) of business rule have been described in this extract respectively. Internal policies and internal procedures are not the types of business rule that have been described in this extract. Internal procedures are business rules that specify how an activity or task should be performed or delivered within an organisation or project. They help to ensure quality and consistency of performance or delivery within an organisation or project. There is no example of internal procedures in this extract. Option C is not a correct answer, as it does not identify which types(s) of business rule have been described in this extract respectively. External constraints and external procedures are not the types of business rule that have been described in this extract. External procedures are business rules that specify how an activity or task should be performed or delivered outside an organisation or project. They help to ensure compatibility and interoperability of performance or delivery with external parties or systems. There is no example of external procedures in this extract. Option D is not a correct answer, as it does not identify any type of business rule that has been described in this extract.

The documentation distinguishes clearly between mission/purpose, objectives, strategy, and tactics. A mission statement declares what business the organisation is in and what it is intending to achieve—it is the overarching purpose that provides direction and is meaningful to stakeholders such as employees and customers. In contrast, objectives are specific goals that can be measured, while strategy and tactics describe approaches and detailed means of execution.

Option C is the best “purpose/mission style” statement because it communicates a broad intent and aspiration in plain language that can be understood by both internal and external audiences. It expresses what the organisation aims to be known for and the overall value proposition it wants to deliver, which aligns with the role of a mission in providing clarity and direction.

Option A is a measurable target (an objective) tied to SLA performance, not a purpose statement. Option B describes an internal method/approach (closer to tactics or operational improvement activity) rather than the organisation’s reason for existence. Option D is a specific policy or initiative (sustainability sourcing), which can support purpose, but it is too narrow to represent the overall company mission.

The documentation explains that CSFs are the areas where things “must go right,” and KPIs are the measures that show whether progress is being made toward achieving a CSF. KPIs should focus on specific performance areas and should be defined so they are SMART and monitored regularly.

For a CSF of “excellent customer service,” appropriate KPIs should reflect customer experience outcomes and customer loyalty/retention. Option C (“number of customers who post negative feedback”) is directly linked to service quality: negative feedback is a clear indicator that customers perceive service failures. Tracking it (and ideally setting a target such as “no more than X per month”) provides a measurable signal of whether service is improving.

Option D (“percentage of customers who renew their annual subscription”) is also strongly linked to customer service because renewal rates are a widely used indicator of customer satisfaction and loyalty: customers who experience consistently good service are more likely to continue their membership. As a KPI, it is measurable, trendable over time, and can be given SMART targets.

The other options are not direct indicators of customer service quality: restaurant ordering (A) is sales/upsell behaviour, fitness improvement (B) is an outcome of training/programming rather than service, and payment method (E) is an administrative preference. Therefore, the best KPIs for this CSF are C and D.