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Case Framework 2012.doc

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Department
Business
Course
BU362
Professor
Herbert Pimlott
Semester
Winter

Description
Case Analysis Framework Foundation Decisions: Identify the key decision to be made; and any additional decision(s) required Problem/Opportunity: Clear description of the problem or opportunity Main issues, symptoms of the problem Relative importance, urgency Implications Stakeholders: Needs, interests, objectives; Implications Analysis Use marketing theory; do NOT summarize or repeat case facts Internal: Resources, skills (strengths/weaknesses) Current financial position, revenue, costs, profits, break-even Current marketing strategy (positioning and target market) Current marketing mix (4P’s) Implications External: Environmental trends (political, economic, social, technological, etc.) (opportunities/threats) Market trends Implications Consumer Analysis: Market segmentation, consumer needs, behaviour Implications Competitive Analysis: Who are they? strengths, weaknesses, strategy Implications Other: What is special about this case? e.g. Service business, B2B, international marketing, ethical issues Alternatives (Marketing Strategies) Decision criteria:
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