Marketing Case Study

Title Page – 1 page: name, student number, date, instructor name, section number

Executive Summary – 1 page: Summary of your entire report (may be single spaced)

Report – 8 pages: double spaced, 12-point font, Time New Roman, 1-inch margins

Intro – Identify marketing challenge. Introduce purpose and contents of report.

Analysis – strengths & weaknesses, threats & opportunities, implications for marketing challenge

Corporate Capabilities – Finance, Marketing, Operations, HR

Industry Analysis – PEST: implications for marketing challenge

Competitive Analysis: implications for marketing challenge

Consumer Analysis: implications for marketing challenge

Recommendations (4 Ps can be combined – first place you will begin making recommendations)

Target Market Selection: Who? Why? Objectively defend recommendation; link to challenge

Product: Changes? Why? Why Not? Objectively defend recommendations; link to challenge

Placement: Distribution channels. Which one(s)? Why? Why not? Objectively defend your recommendation qualitatively and quantitatively; link to marketing challenge

Price: How much will each of the players pay? Implications? Objectively defend your recommendation qualitatively and quantitatively; link to marketing challenge

Promotion: How much money will be spent? On what? Why? Why not? Objectively defend your recommendation qualitatively and quantitatively; link to marketing challenge

Conclusion – Reconnect to the marketing challenge

Exhibits – 3 pages, Optional (may have more than one exhibit per page). Must be professional

Summary tables that present financial data and results Distribution trade chains Statement of Earnings and other financial statements Pictures, logos, floor plans, diagrams  Sample advertisements Bar graphs, pie charts, etc.  Script / dialog for TV spots, commercials, jingles or radio ads Competitive positioning map

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