Case 2

Case 2 Due March 24, in" rel="nofollow">in dropbox by 11:55 pm (15%) Objective: To analyze a Marketin" rel="nofollow">ing Management case. The case will come from Harvard Busin" rel="nofollow">iness Publishin" rel="nofollow">ing. You are to act as a Marketin" rel="nofollow">ing consultant and give advice to the company and/or person that has to make an important decision. Use marketin" rel="nofollow">ing termin" rel="nofollow">inology and what we have learnt to date in" rel="nofollow">in the course. This will enhance your grade. Instructions: You need to create a Harvard Busin" rel="nofollow">iness Publishin" rel="nofollow">ing student account in" rel="nofollow">in order to access the case. A prin" rel="nofollow">int function will be available. The cases need to be purchased from Harvard. A lin" rel="nofollow">ink will appear in" rel="nofollow">in Moodle as to where you can download the case and register at the same time if you haven’t already for other courses. Please use the followin" rel="nofollow">ing Headin" rel="nofollow">ings Identify the Marketin" rel="nofollow">ing Decision 5 marks Issues contributin" rel="nofollow">ing/complicatin" rel="nofollow">ing Marketin" rel="nofollow">ing Decision (secondary data) 15 marks Alternatives (3) plus pros and cons of each (secondary data) 15 marks Recommendations (secondary data) 15 marks Professionalism and References (up to 15 marks deducted) -15 marks Case analysis requires effort to have synergies, good concise writin" rel="nofollow">ing skills and sourcin" rel="nofollow">ing. This will prepare you for writin" rel="nofollow">ing a good marketin" rel="nofollow">ing plan. Remember you are actin" rel="nofollow">ing as a Marketin" rel="nofollow">ing consultant and are tryin" rel="nofollow">ing to give advice to the company and/or decision maker not repeatin" rel="nofollow">ing in" rel="nofollow">information they already know. Submission: Your submission should be no longer than 4 pages of analysis and no smaller than 11 font, double spaced. If you go over this page amount, you will be deducted. You can in" rel="nofollow">include up to 3 appendices of your analysis. You are to use APA referencin" rel="nofollow">ing style. You should in" rel="nofollow">include: 1. Title Page 2. Content 3. Appendices (Crunchin" rel="nofollow">ing of Quantitative or Qualitative Information) 4. References 5. Page Numbers (always) CASE ANALYSIS HINTS: Class discussion and in" rel="nofollow">individual case submission. Do more Analysis and don’t just repeat case in" rel="nofollow">information. Yes, at times you do repeat some in" rel="nofollow">information, but focus on the Marketin" rel="nofollow">ing issues and the difficult decision bein" rel="nofollow">ing made. Act like a Marketin" rel="nofollow">ing consultant Marketin" rel="nofollow">ing Problem/Decision: (5 marks). This should be “gimme marks”. Very brief but covers what the case is about especially from a “Market” and “Decision Perspective”. Identify who is makin" rel="nofollow">ing the decision. Usually 3-4 sentences at most. Issues: (15) Identify the decision maker’s main" rel="nofollow">in Marketin" rel="nofollow">ing issue and any other Marketin" rel="nofollow">ing issues you see. Use Marketin" rel="nofollow">ing Termin" rel="nofollow">inology from the textbook. Sometimes there is one or two major issues however there are some supplementary issues like the 4 P’s or the market you are tryin" rel="nofollow">ing to satisfy. This is usually 2 paragraphs. You should do some secondary research here-not in" rel="nofollow">into what the company actually did. Alternatives: (15) Here you list the Decision Makers choices. It should flow from your Issues statement. You should list three alternative decisions. If the case already has alternatives you can list that as one alternative. You should list the pros and cons of goin" rel="nofollow">ing with each alternative. This is usually 3 paragraphs and nicely organized for the reader to see the three different alternatives you came up with. Again" rel="nofollow">in, you may need to in" rel="nofollow">incorporate some secondary research here to compare this company to others in" rel="nofollow">in the in" rel="nofollow">industry. Recommendations (15 Marks) This is where you need to make a choice and substantiate it with evidence. I am not so concerned about the right choice but a choice that flows from your prior analysis. This is the best section to use outside sources of decisions made by other companies and the outcome. Implementation should have some timelin" rel="nofollow">ines attached to it. This wraps everythin" rel="nofollow">ing up and it justifies the Marketin" rel="nofollow">ing Problem that you identified earlier. This is usually 4-6 paragraphs. Grammar, Research (15%). I am mostly concerned about the flow of your analysis. Is it logical and synergistic or is every section unrelated? Don’t do research outside of the case and in" rel="nofollow">into the current in" rel="nofollow">industry because Case Analysis has to do with the decision at the time. Do not look at what the company actually did and let it in" rel="nofollow">influence your alternatives and solutions. What you can do is in" rel="nofollow">in your recommendations section use decisions that were made in" rel="nofollow">in Marketin" rel="nofollow">ing (successful or not) that will help with the decision at hand. Marketin" rel="nofollow">ing theory that you may fin" rel="nofollow">ind through academic journals may be good sources too.