Mini case -Promotion
Choose one mini case from Chapters 11, 12, or 13 at the end of the text. Note that the video cases are not eligible for this assignment. You may use the mini case questions at the end of the chapter to guide your solution to the case. Note that the answers to these questions are not solutions to the case; they are simply intended to guide your thought process).
Formatting Guidelines (Single-spaced text, 12 point font, 1” margins all around. Case Analysis (not including any appendices and references) should not exceed 500 words (approximately 1.5 single-spaced pages). Use the Tools->Word Count option in MS -Word to count the number of words).
Each mini case solution must follow the following formatting guidelines:
Three sections consisting of 1) Problem Identification 2) Quantitative Reasoning and Analysis 3) Recommendations
Problem Identification
Identify the major problems found in the case. Ensure that you distinguish between causes and symptoms. Causes may include changing customer preferences, increased competition, etc. Symptoms include declining revenues, loss of brand equity, increased customer churn, etc.
Support your problem identification by relevant case facts along with the associated theory and concepts.
Quantitative Reasoning and Analysis
Conduct research to identify data (e.g., obtain data in the form of trends, statistics, ratings, etc. from the library and other sources) that can be utilized to provide additional insight into the case.
Draw appropriate conclusions based on the quantitative analysis of data, while recognizing the limits of this analysis.
Discussion and Recommendation
Identify and recommend a solution to the major problem in the case (there is likely to be more than one solution).
Briefly outline your solution and evaluate it in terms of its pros and cons.
Always ensure that your recommendations are supported by statistical evidence and provide spreadsheets as necessary.
Appendix and References
