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).
CASE OUTLINE:
Problem Definition
a) Identify the primary business (brand organization)
b) Define the main strategic problem and distinguish between among related issues
NOTE:
Objectives
What are the objectives and challenges, the decision-making organization is trying to achieve?
NOTE:
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
Conclusions/Recommendations
-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
