Davenport BUSN520 assignment 4

BUSN520 assignment 4

BUSN520 assignment 4, Week 4 Marketing Case Analysis

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 issues
• Identification of one key problem
• Alternative solutions (2 or more) to the one key problem
• Selected solution/why it was chosen
• Your 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, clichés, 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.

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