CASE ANALYSIS GUIDELINE
Case Analysis Guideline
Each student will conduct secondary research (find articles) and participate in case analysis discussion. Then, each student writes a case analysis that contributes to his or her knowledge of marketing. The case analysis must be typed in 12-point Times New Roman font, double-spaced (except SWOT part) and submitted in a professional manner (APA style). The final paper will be around 3 pages, excluding references and title page.
# Case analysis timeline
[1] Choose one of the two cases and let me know your case (by 12/23).
[2] Read the case and find at least 5 articles that are related to the company for SWOT analysis.
[3] Participate in the case analysis discussion forum (by 12/28).
[4] Read all postings and choose as many as articles from the discussion forum.
[5] Choose at least 5 articles and carefully read the articles for your SWOT analysis.
[6] Write your case analysis draft (by 1/05).
[7] Revise your draft based on my feedback and submit your final paper (by 1/13).
Format
Title page
Situation analysis
– Introduction
– SWOT analysis (use bullets)
Suggestions
– Target market
– Product strategy
– Price strategy
– Place (or Distribution) strategy
– Promotion strategy
Reference
Strengths (Internal)
Weaknesses (internal)
Opportunities (External)
Threats (External)
CASE ANALYSIS GUIDELINE
Situation analysis
– 1 page-
Introduction: Identify current issues (problems) based on the case. —1 paragraph
SWOT analysis:
• Identify the company’s internal factors for Strengths and Weaknesses.
• Identify the company’s external factors for Opportunities and Threats
Articles include company’s current marketing strategies (4Ps), target market, competitors’ marketing strategies, marketing environments (internal and external factors that related to the company). ** Do not use an entire SWOT analysis from other sources. You need to find articles for SWOT items and make your SWOT analysis.
When you write SWOT analysis, it does not have to be a complete sentence. Use some words. Find at least 5 facts for each S, W, O, T with citations. Analyze by focusing on US market.
(ex: high brand name recognition, high price, consumers’ price sensitivity). Each item should have a citation (ex: author last name, 2013). For citations, see APA style information that is posted on Moodle.
For introduction and SWOT, no need to explain your opinions. It should be facts and need citations. * The situation analysis should be no more than 1 page.
Suggestions
-2 pages –if you need more space, you may use up to 3 pages-
Your critical thinking is very important. Do not explain current situations and do not cite. Write in your own words. First, identify the most profitable target market. Elaborate upon your ideas when suggesting your 4Ps marketing strategies by focusing on the target market. You need to develop strategies for all Ps (Product, Price, Place, and Promotion) and each P should be consistent.
[1] First, choose a target market from the U.S. since international markets are complicated due to cultural differences and are beyond the scope of the case analysis. Also, choose a consumer market (not B2B) market since we don’t have enough information about B2B market.
** The Company needs a broad range of markets. However, it is hard to suggest for multiple markets since different markets have different needs and wants. Your case analysis should focus on ONE market (for example, college students, parents who have 8-12 years old children). Choose the best market for your suggestions.
[2] Develop marketing 4Ps strategies by focusing on the target market. First develop a product strategy. Then, develop price and place strategies. The last one is promotion. Without a product strategy, you cannot develop price, place, and promotion strategies.
When you develop your suggestions, apply marketing concepts and explain your suggestions using marketing terms. ** However, do not explain (i.e.,define) marketing definitions. Definitions are not needed.
CASE ANALYSIS GUIDELINE
You need to focus on how the weaknesses can be improved, and how to maximize the strengths, as well as how the company can use their opportunities and minimize their threats. This means your strategies should be developed based on your SWOT analysis.
# How to use the textbook
When you develop your ideas, use the textbook and apply the knowledge that you learned in the class to your case analysis. However, do not explain marketing definitions.
Textbook Chapter
SWOT analysis
Chapter 2 (p. 23)
Target market
Chapter 8
Product
Chapters 10, 11, 12
Price
Chapters 19, 20
Place (Distribution)
Chapters 13, 14
Promotion
Chapters 15, 16, 17, 18
Target market: Use various bases (pp. 143-149) when you identify the best market for the company. Then, explain why the target market is the best market and define the target market characteristics. ** Focus on the U.S. market and consumer market.
Product strategy: Product line and mix (pp. 181-182), product modification (pp. 182-184), line extension and contraction (pp. 183-184), product repositioning (p. 183), brand strategy (pp. 185-186), co-branding (pp. 186-187), packaging (pp. 188-190), etc.
Pricing strategy: Pricing strategy, such as price skimming, price penetration, status quo pricing (pp. 374-376), tactics for price (pp. 384-386), price bundling (p. 384), other pricing tactics (pp. 382-386), etc.
Place strategy: Marketing channels for consumer product (p. 250), levels of distribution intensity (pp. 253-254), non-store retailing (pp. 260-262), etc.
Promotion strategy: Types of advertising (pp. 293-295), media decision in advertising (pp. 297-301), major public relations tools (pp. 304-306), consumer sales promotion (pp. 308-311), social media tools (pp. 341-344), etc.
The final paper will be graded on clarity of thought, critical thinking and analysis, creativity and grammar, i.e., those things that conveys your knowledge and understanding of marketing principles and its components.

Target Market
** The Company needs a broad range of markets. However, it is hard to suggest for multiple markets since different markets have different needs and wants. Your case analysis should focus on ONE market (for example, college students, parents who have 8-12 years old children). Choose the best market for your suggestions.

Target market: Use various bases (pp. 143-149) when you identify the best market for the company. Then, explain why the target market is the best market and define the target market characteristics. ** Focus on the U.S. market and consumer market.

Suggestions
-2 pages –if you need more space, you may use up to 3 pages-

Your critical thinking is very important. Do not explain current situations and do not cite. Write in your own words. First, identify the most profitable target market. Elaborate upon your ideas when suggesting your 4Ps marketing strategies by focusing on the target market. You need to develop strategies for all Ps (Product, Price, Place, and Promotion) and each P should be consistent.

[1] First, choose a target market from the U.S. since international markets are complicated due to cultural differences and are beyond the scope of the case analysis. Also, choose a consumer market (not B2B) market since we don’t have enough information about B2B market.

** The Company needs a broad range of markets. However, it is hard to suggest for multiple markets since different markets have different needs and wants. Your case analysis should focus on ONE market (for example, college students, parents who have 8-12 years old children). Choose the best market for your suggestions.

[2] Develop marketing 4Ps strategies by focusing on the target market. First develop a product strategy. Then, develop price and place strategies. The last one is promotion. Without a product strategy, you cannot develop price, place, and promotion strategies.

When you develop your suggestions, apply marketing concepts and explain your suggestions using marketing terms. ** However, do not explain (i.e.,define) marketing definitions. Definitions are not needed.

You need to focus on how the weaknesses can be improved, and how to maximize the strengths, as well as how the company can use their opportunities and minimize their threats. This means your strategies should be developed based on your SWOT analysis.

The final paper will be graded on clarity of thought, critical thinking and analysis, creativity and grammar, i.e., those things that conveys your knowledge and understanding of marketing principles and its components.