Section

Contents

Title Page

Title of case, date, team member names and student ID numbers.

Table of Contents

Major sections of paper, exhibits, appendices with titles

Executive Summary

One page summary of the analysis and recommendations.

Introduction and Problem/Issue Identification

State the main issues of the case (omit descriptive details). This may take the form of a problem statement, but it may be a statement of a marketing opportunity to which the firm may be able to react. Distinguish between the issues as seen by the "actors" in the case and additional issues perceived by you. This section gives the case report focus. All following sections should then be analyzed in terms of what it means to the problem at hand.

External Analysis

This analysis consists of analyzing the external environment of the company (competitors, social, technological, regulations, etc.). The purpose is to identify the key opportunities and threats in the environment.

They are external to a firm and are not completely controllable. They may be trends to be embraced or exploited but they may also be trends which could hurt the company or its products/services.

Remember to both identify the opportunity or threat and then the implication of this fact for the firm or problem.

Be sure to conclude this section with a summary statement telling the reader if you see the environment as more threatening or filled with opportunity.

Internal Analysis

This is a listing of the company's key strengths and weaknesses. They are internal to a firm and directly controllable by management. Each strength or weakness should consist of a statement of the company characteristics taken straight from the case and then the implication of the case fact. This answers the question - "So what?" - And gives the characteristic meaning in terms of the firm or the problem.

Use one sub-heading for "Strengths" and one for "Weaknesses." You may also find that several characteristics can be grouped. For instance you might want to suggest that a firm is innovative because: 1) it launches one new product per year; 2) it invests in new technology to streamline operations; and 3) invests heavily in research and development. These are not three separate strengths but three aspects of one strength.

Be sure to conclude this section with a summary statement telling the reader if you see the company as stronger or weaker.

Marketing Audit

Describe the company's current marketing strategy (STP) and marketing mix (Four P's) (if they are described in the case). The audit is a statement of case facts requiring relatively little interpretation by the group. You may have to make some assumptions to complete gaps when information is not explicit. For instance, the exact pricing strategy may not be explicitly stated but the pricing strategy can be inferred from information presented in the case. This is the current marketing strategy. This is the logical starting point since the primary purpose of your analysis is to produce a superior marketing strategy for the company.

Alternative Strategies

Propose a marketing strategy/strategies (STP and the 4 P's):

The correct number of alternatives might be often suggested by the case. Other cases are more open-ended and the group could generate a near infinite list of alternatives.

Each alternative should consist of a description of the prospective marketing strategy (some combination of new/revised target market and/or Four P's) and an analysis of its pros and cons. The analysis should focus on the strategy's ability to repair weaknesses, mitigate threats, build on strengths, or exploit opportunities facing the company. Be clear and concise. You are writing a business report - not an essay.

Marketing metrics/math (financial analysis)

Do whatever financial analysis (based on the numbers provided in the case) you deem necessary to make and back-up your strategic and tactical decisions.

Recommended Strategy

State which one of the alternative strategies you recommend. Justify your choice by saying why you rejected the other alternatives. Do not name a strategy here that was not described and evaluated in the previous section.

Appendices

Information that supports the body of your report but is too detailed or voluminous to include in the body.

Bibliography

Only necessary if you use any material from outside the case itself.