Case and Marketing Plan

Case and Marketing Plan Instructions

General

You are required to complete a case analysis and as a component of the case analysis construct a marketing plan to implement your ideas. A case is a description of an issue usually a business issue for a specific company in a story or article format. Typically students identify the major problem or opportunity as indicated by the case and devise alternatives that would solve the problem or maximize the opportunity. The marketing plan is your plan to implement your chosen alternative relating to the case assigned. Your text book contains the marketing plan format in Appendix 2 pages A33 – A43. Since you are being assigned a marketing case the marketing plan will comprise approximately 60% of your case analysis.

Format:

1. APA format and sourcing required.

   1. Title page

   2. Table of contents

   3. Page numbers

   4. Graphs and tables should be included

2. Although separated out on the syllabus, your marketing plan will be the implementation plan for your case.

3. There will be an executive summary for the case, but you do not need to repeat it in the marketing plan.

4. Components;

   1. Executive Summary: “Begin with the End in Mind” Stephen Covey

This section details a summary of every section including your conclusion. It gives the reader the problem or opportunity and the answer at the beginning. The remaining portions of the case support and provide the detail for the statements made in the executive summary.

1. 1. Background/History: Company or Product from a historical perspective

   2. Situation Analysis: What is currently happening or the current state of the company?

   3. Problem or Opportunity

   4. 3 Alternative Solutions

      1. Description

      2. Benefits and risks

      3. Choice of Alternatives

   5. Implementation (Brief Description)

   6. Marketing Plan

   7. Controls and Follow Up

   8. Conclusion

2. Choices: Choose a company that operates in the beverage/soda industry.