This is the last paper of 3. You made the Case 1 and Case 2. Now is time for case 3.
• Case 3 – Week 12 – Retail and Market Positioning – Things are changing fast in the industry – the company needs to make a decision on what it wants to be, make sure you outline strategies for this. What else might you suggest? What model of marketing would work here?
CASE ASSIGNMENT GUIDELINES:
• Read through the cases.
• Spend time identifying strategic decisions and focus on developing tactical solutions. Remember to be careful about differentiating between what a strategy and a tactic is.
• Answer as though you were a marketing executive, not a consumer.
• Use marketing words and terminology, not terms like “stuff” and “things”.
• Write your cases with a business writing style – short and to the point as opposed to an academic writing style – which is more of an essay format.
• Communicate well – use interesting sentences, correct grammar and spelling, accurate syntax.
• Feel free to give an educated opinion based on your analysis – this helps to justify your answer.
• If your case is late, it will be given a mark of zero
• Marks will be deducted for improper spelling, grammar and format errors.
• You also must cite your sources.
• Keep your answer to a maximum of three pages.
CASE ANALYSIS FRAMEWORK:
This is the framework I would like you to use to build your case writing skills….it involves considering each step from an analytical perspective and is intended to test your strategic thinking, planning abilities, and how you hope to build solutions for their organization.
Step 1: Build your Case Framework:
1. Define the problem – the type of case and what problem(s) or issue(s) should be the focus for your analysis. For example, what is the scenario or situation that the case is asking you to address? What are you asked to do as a marketer and decision-maker? How would success be articulated for this particular scenario or situation? Set the case up here to address key issues you see for the company in the case.
2. List any concepts from the course that can be applied – for example, write down any principles, frameworks or theories that can be applied to this case (hint: you should relate this case to any concepts in the text – especially the chapter- and anything we have covered in class).
3. List relevant ‘facts’ – for example both qualitative + quantitative data from the case. (hint: this includes relevant information such as characteristics of the industry, consumers, competitive environment, characteristics of the organization). This is the evidence that feeds into your analysis.
4. Describe the results of your analysis – for example, list your recommended courses of action that have come out of your research and analysis (“alternatives”); you should have at least two alternatives to recommend in addressing the problem. Here you will frame your analysis to identify the alternatives and recommend one of the alternatives (this is your “course of action”) that addresses any uncertainties in the market and, more importantly, addresses the problem you are focusing on.
5. Describe which strategies you suggest – pick your best recommendation and discuss the strategies and tactics to get the company there. Make sure you write a clear statement of what you would recommend based on your analysis, how the company should move forward with this recommendation and how you would measure success.
Step 2: Write your report in a memo containing your answer (points from Step 1 should contribute to the writing of your memo)
Your written memo should have three major sections which you have discovered in your discussion process to answer this case effectively as an international marketer:
1. Identification of the strategic issues & problems – For each case, spend a significant amount of time focusing on the strategic issues that you see regarding BBCC
2. Analysis and Evaluation – Analyze the major issues that you identify and evaluate them on the basis of different strategies.
3. Recommendations & Evaluation – Remember to think strategically about what recommendations to provide (Remember to differentiate between strategies and tactics). Give feedback in the form of pertinent details that matter to the organization.
Please note: Analysis and Evaluation should represent the bulk of your written case submission. This section should NOT simply re-state case information but should contain an assessment and interpretation of the facts as you see it.
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