Read the case assigned to your team carefully. Analyze the materials presented in the case. You may use the questions asked at the end of the case to guide you in this analysis.
You should be able to identify all the major issues or problems in the case as a result of this analysis. Seldom, a case will contain all the information you would like to have to conduct a full analysis. Hence, sometimes you may need to make a few assumptions. If you do so, you need to convince the reader that the assumptions are reasonable ones. You are not strictly confined to the facts presented in the case.
You may conduct additional research for information about the company and the products/services outside the case to support your assertions. If you do so, please make sure to cite the sources and include them in a separate reference list at the end of your report. You need to include the sources as notes in the body of the report. Cite the sources as well as the year in which it is published in the body of your report. For example, according to Smith and John (2006) or “It has been reported that consumers will be irritated by misleading advertising (Smith and John 2006)”.
It is your responsibility to identify the issue(s)/problems in the case and suggest possible alternative solutions, if any which can be implemented to address the issue(s). Please provide any marketing strategy theories, which may either clarify the issue(s) better or correct applications of these MS theories may be helpful to resolves the issue(s) discussed. You must be prepared to thoroughly explore all possible factors which may influence your considerations of all issue(s) involved in the case.
suggest which alternative actions should be considered in order to address the issue(s). Pros and cons of each alternative should be discussed. A recommendation should be made as to which alternative is the best according to your team’s best judgment and the reason(s) why you believe so. An action plan must also be recommended, which must be specific in terms of its implementation. For instance, do not just say that your team feels that the firm should do more advertising. Instead, if you suggest that the firm or the organization should do more advertising, your implementation plan should include descriptions on how, where and if possible how much should the firm spend on this campaign. It would be great if you can produce an ad copy to illustrate how this ad campaign you are suggesting may look like.
Your case should be submitted and typed in double space using a 12 point font with proper page numbers. The normal professional standards for a written report are expected. You must pay attention to grammar and writing style, etc. No plagiarism will be tolerated.
The length of your case report should be commensurate with the number and nature of issues involved. You may include as many appendices including any creative works as you wish.
Professional appearance of the paper is important. Correct any grammatical mistakes and typos before submitting the paper.
It’s your responsibility to prepare, develop and submit a strategic marketing plan based on the information presented in this case. Additionally, please feel free to bring this analysis to 2013—since, it’s somewhat dated.
Your paper should include the following:
Cover page with the title of the case
An Executive Summary providing a brief statement of the problems/issues in the case and your suggested alternatives and implementation plans (one page or less)
A brief introduction about the company and the issues to be addressed in this case
Conduct an analysis of these issues and discuss all relevant Marketing Strategy concepts which can be applied in this analysis
Discuss various alternative actions which can be taken to resolve the issues. Discuss pros & cons of each alternative
Select the best alternative and explain clearly why your team thinks that this alternative is the best
Provide a detailed plan for implementation of this alternative and how you may go about evaluating the effectiveness of the plan after implementation
Where appropriate, introduce appropriate financial measurements and how they will be used to determine the appropriate strategic approach and recommendations. And, how will you measure the overall success?
Include a list of references at the end of the report if any
Appendices if any
Your report must have page numbers
Leave 1” space on all sides
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