Task description:
The case study analysis allows you to analyse a case using theoretical marketing strategy principles to identify practical marketing strategy recommendations. At the conclusion of this assignment, you will be able to apply theory to practice in order to solve and defend your proposed recommendations to the case questions.
The purpose of this assignment is to help you gain a deeper understanding of the nature, impact and implications of marketing strategy for organisations. You are expected to draw on a minimum of six (6) peer reviewed journal articles and other sources (e.g., books; business press articles) as required to underpin your arguments presented in this essay.
Link to learning outcome:
The case study analysis will assess students’ ability to analyse a case, marshal their thoughts and ideas and communicate them in written form. The aim of the case study analysis is to apply theory to solve the case and defends solutions to the case questions.
The case study analysis will further enhance your ability to synthesise strategy theories to creatively formulate and implement marketing strategies that respond to market opportunities and communicate ideas to potential stakeholders to address marketing strategy challenges.
Output: Students are expected to write a case analysis in the form of an extended written report. The case analysis is expected to provide an informed and robust answer to the discussion question(s). Your response may follow a similar format to this:
(1). Executive summary – This should be a brief, yet comprehensive summary of your response. This is not an introduction! (not part of wordcount)
(2). Business problem/situational analysis – Here you need to identify the central problem and the key issues associated with the case company and its business model that are highlighted in the case. Be sure to distinguish between symptoms and underlying causes. Your goal should be to focus on the underlying causes. Limit the issues to a manageable set.
(3). Issue Analysis – Analysis requires examining the issues in detail. Analysis involves:
(a) using the case facts to develop a detailed understanding of the issues. The case facts will help you build logical arguments, develop findings, and draw educated inferences. That is, which concrete (environmental and firm-related) issues play a role in your case? For example, an issue with increased competition might be supported by the fact that new entrants have entered the market, new products have been introduced by competitors, or price reductions are being offered by competitors. These facts may be contained in a case’s figures and exhibits.
(b) using theoretical concepts to analyse the issue. These will be different for every case but knowing what theory to rely upon is key to constructing a strong case analysis.
(c) conducting and integrating some limited outside research – for example, researching the industry and competitors to supplement the information provided in the case.
To do the above you will need to outline important marketing strategy related factors and how they are concretely manifested in the case (e.g., ecosystem, positioning, customers, competitors, etc.) using appropriate frameworks.
(4). Marketing strategy alternatives – having identified the situation, problem, and the associated issues you need to:
(a) evaluate the chosen marketing strategy and develop marketing strategy alternatives available to resolve the problem raised in the case. Develop viable alternatives, attempting to develop creative solutions.
(b) evaluate the alternative solutions identifying their advantages and disadvantages. In your evaluation you may need to think about broader evaluation criteria like how the alternative may fit with the company’s mission statement, the brands image, its existing customers, capitalises on company strengths etc.
(c) use the case facts and strategy theories or concepts to evaluate the alternatives. For example, you could demonstrate how a proposed product is designed to meet the needs of a firm’s current target market or how its short development time would allow the firm to begin selling the product before competitors do. This example illustrates how the evaluation of alternative solutions usually involves some additional analysis. The analysis of the issues and alternative solutions should fit together; the theories and concepts used to analyse the issues should be consistent with those used to evaluate the alternatives.
(5). Conclusion/Marketing strategy recommendations – Here you identify the strategic marketing path you believe is most likely to deliver growth for the organisation providing a strong justification for your recommendation. – Please note: Sections (4) and (5) may become one larger section depending on your preference.
Some additional points to note for this assessment:
