Week 4 Marketing Case Analysis .wsj.com/video/instant-starbucks-what-the-drinkers-say/3B4847A8-A1B6-4B34-B5A8-3FFD4FA795EF.html”>Starbucks Via (click here to view short video clip on the product Via)
The
purpose of this assignment is to develop and demonstrate your ability
to analyze a case, utilizing a valid analysis framework. This assignment
will require the synthesis of the video with course concepts from your
management text, supported with research citations and references.
Complete a thorough case analysis using the Case Analysis Guidelines.
Review
the marketing video link provided on Starbucks Via. Then examine the
case analysis guidelines which will be the framework for the analysis of
the video.
The complete document – Case Analysis Guidelines – can be found in your weekly materials. Please read the document thoroughly before you begin writing your case analysis!
Your paper should focus on the Starbucks product “Via” and be formatted as follows:
Synopsis of the situation (this should be brief)Key issuesIdentification of one key problemAlternative solutions (2 or more) to the one key problemSelected solution/why it was chosenYour recommendation(s) on how to implement the selected solution
Present your analysis in APA format, using headings and in-text citations, and references.
The completed paper should be 6-8 pages in length.
Submit your completed paper to the Written Assignments folder by Week 4, Day 7.
Case Analysis Guidelines
The purpose of a case analysis assignment is to provide you
with an opportunity to apply concepts from class to actual situations. Your case analysis should be professionally
written, concise, and in APA format. Please be sure to incorporate theories or
concepts from class, and outside research. Reference them appropriately.
Your case analysis should follow the model described below:
Review the case.
Begin your written analysis using the following
format and/or headings:
Synopsis of the Situation: Write a brief synopsis that describes the background information about the
case, an overview of the case.
Key Issues:
Definethe key
issues/factors in terms of marketing and the roles of the Key Players. You should include only those issues that
impact the identified problem.
Define the Problem & the Opportunity. Identify one key problem. While there may be several problems and a
multitude of symptoms, attempt to identify one problem, the resolution of which
would alleviate most of the symptoms found in the case. The problem can frequently be defined around
one of the key factors of marketing, target market, environment, or marketing
mix elements (product, price, promotion, or distribution).
Alternative Solutions. Develop two or more alternative solutions to the defined problem. This should not be a laundry list of actions
one could take to address every symptom, but alternative actions that could
correct the problem at hand. Identify
the pros and cons of implementing each alternative.
Selected Solution to the Problem: Select one of the alternatives and explain
why it would be best. Most of this work
is already done if the alternative solutions clearly point out advantages and
disadvantages to each.
Implementation/Recommendations:Identify how to implement the selected
solution and what the expected results (positive and negative) might be. Your
job is to identify an action, not put off action.
General
Guidelines:
1. Use APA Style including headings or labels. Using headings
or labels throughout your written analysis will help your reader follow your
analysis and recommendations. For example, if you are analyzing the weaknesses
of the firm in the case, include the heading Weaknesses.
2. Spend more time on Alternatives than Synopsis of Situation.
This is where you demonstrate your problem solving abilities. Be sure you (a) identify alternatives, (b)
evaluate each alternative, and (c) recommend the alternative you think is best.
3. Use topic sentences. You can help your reader more easily
evaluate your analysis by putting the topic sentence first in each paragraph
and following with statements directly supporting the topic sentence.
4. Be specific in your recommendations. Develop specific recommendations
logically and be sure your recommendations are well defended by your analysis.
Avoid using generalizations, clichs, and ambiguous
statements. Remember that any number of answers are possible and so your
professor is most concerned about how your reasoning led to your
recommendations and how well you develop and support your ideas.
5. Do not overlook implementation. Many good analyses receive
poor evaluations because they do not include a discussion of implementation.
Your analysis will be much stronger when you discuss how your recommendation
can be implemented. Include some of the specific actions needed to achieve the
objectives you are proposing.
6. Specifically state your assumptions. Cases, like all real
business situations, involve incomplete information. Therefore, it is important
that you clearly state any assumptions you make in your analysis.
.wsj.com/video/instant-starbucks-what-the-drinkers-say/3B4847A8-A1B6-4B34-B5A8-3FFD4FA795EF.html”>Starbucks Via (click here to view short video clip on the product Via)The
purpose of this assignment is to develop and demonstrate your ability
to analyze a case, utilizing a valid analysis framework. This assignment
will require the synthesis of the video with course concepts from your
management text, supported with research citations and references.
Complete a thorough case analysis using the Case Analysis Guidelines.Review
the marketing video link provided on Starbucks Via. Then examine the
case analysis guidelines which will be the framework for the analysis of
the video.The complete document – Case Analysis Guidelines – can be found in your weekly materials. Please read the document thoroughly before you begin writing your case analysis!Your paper should focus on the Starbucks product “Via” and be formatted as follows:Present your analysis in APA format, using headings and in-text citations, and references.The completed paper should be 6-8 pages in length.Submit your completed paper to the Written Assignments folder by Week 4, Day 7.The purpose of a case analysis assignment is to provide you
with an opportunity to apply concepts from class to actual situations. Your case analysis should be professionally
written, concise, and in APA format. Please be sure to incorporate theories or
concepts from class, and outside research. Reference them appropriately.Your case analysis should follow the model described below:
Review the case.
Begin your written analysis using the following
format and/or headings:
Synopsis of the Situation: Write a brief synopsis that describes the background information about the
case, an overview of the case.
Key Issues:
Definethe key
issues/factors in terms of marketing and the roles of the Key Players. You should include only those issues that
impact the identified problem.
Define the Problem & the Opportunity. Identify one key problem. While there may be several problems and a
multitude of symptoms, attempt to identify one problem, the resolution of which
would alleviate most of the symptoms found in the case. The problem can frequently be defined around
one of the key factors of marketing, target market, environment, or marketing
mix elements (product, price, promotion, or distribution).
Alternative Solutions. Develop two or more alternative solutions to the defined problem. This should not be a laundry list of actions
one could take to address every symptom, but alternative actions that could
correct the problem at hand. Identify
the pros and cons of implementing each alternative.
Selected Solution to the Problem: Select one of the alternatives and explain
why it would be best. Most of this work
is already done if the alternative solutions clearly point out advantages and
disadvantages to each.
Implementation/Recommendations:Identify how to implement the selected
solution and what the expected results (positive and negative) might be. Your
job is to identify an action, not put off action.General
Guidelines:
1. Use APA Style including headings or labels. Using headings
or labels throughout your written analysis will help your reader follow your
analysis and recommendations. For example, if you are analyzing the weaknesses
of the firm in the case, include the heading Weaknesses.
2. Spend more time on Alternatives than Synopsis of Situation.
This is where you demonstrate your problem solving abilities. Be sure you (a) identify alternatives, (b)
evaluate each alternative, and (c) recommend the alternative you think is best.
3. Use topic sentences. You can help your reader more easily
evaluate your analysis by putting the topic sentence first in each paragraph
and following with statements directly supporting the topic sentence.
4. Be specific in your recommendations. Develop specific recommendations
logically and be sure your recommendations are well defended by your analysis.
Avoid using generalizations, clichs, and ambiguous
statements. Remember that any number of answers are possible and so your
professor is most concerned about how your reasoning led to your
recommendations and how well you develop and support your ideas.
5. Do not overlook implementation. Many good analyses receive
poor evaluations because they do not include a discussion of implementation.
Your analysis will be much stronger when you discuss how your recommendation
can be implemented. Include some of the specific actions needed to achieve the
objectives you are proposing.
6. Specifically state your assumptions. Cases, like all real
business situations, involve incomplete information. Therefore, it is important
that you clearly state any assumptions you make in your analysis.
