Case Study – Marketing
This is a 3-4 page individual paper. Students will examine and interpret case facts; provide strategic objectives, and recommendations along with rationale and measures of success. Evaluation will include a review of strategic recommendations referencing course content along with relevant rationale.
Individual: up to 3 pages (no appendices required) – 12 font – double-spaced
ASSUMPTIONS: Analysis is based solely on facts in the case and should reflect benefits and risks of your specific recommended marketing strategy (External research is not required).
- Problem Definition
a) Identify the primary business (brand organization)
b) Define the main strategic problem and distinguish between among related issues
NOTE: <Define the problem – not the symptoms>
What are the objectives and challenges, the decision-making organization is trying to achieve?
NOTE: <Where they are not apparent or inconsistent, may help identify the problem>
- Situation Analysis
a) Define the market
– Describe potential users/buyers, influencers, etc.
-What size is the market, and how fast is it growing?
-Identify specific segments/targets within the market
-Is there brand loyalty strength? (View by segment)
-What drives buyer behavior?
-Identify overall brand positioning strategy (View by segment)
b) Define the competition
-Who are the competitors? (both direct and indirect)
-How are brand product/service offers differentiated?
-Profile the competitor’s customers (what drives their loyalty)
-Identify the strengths/limitations of the competitors
-Highlight market strategy, and competitive advantages
c) Nature of the market [from the time of the case]
-What changes are likely to take place in this market in the next year?
- Business Assumptions
a) State reasonable assumptions with appropriate rationale
(e.g. marketing trends, consumer behavior, … ) that may impact marketability
b) Indicate limitations of the case (e.g. additional information needed, etc.)
- Alternative Evaluation (Examine rationale along with benefits and risks/limitations for each)
-Identify (up to three) possible courses of action and evaluate each
-Provide the best solution of the defined problem; select a specific course of action
-Indicate why the selected strategy is preferred
-Define and measure brand success
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