A Marketing Case Is A Description Of A Business In Which Som ✓ Solved

A Marketing Case Is A Description Of A Business In Which Some Organiza

A marketing case is a description of a business in which some organization is attempting to create or enhance an exchange relationship with a group of customers. These descriptions are usually both quantitative and verbal, comprising facts, opinions, and data—some more relevant and reliable than others. The goal is to recommend a course of action based on an understanding of the situation.

To write a good case analysis, you must construct a model of the situation (your definition of the problem) from the relevant facts and relationships among them. An accurate model is essential for effective analysis and appropriate recommendations. Key rules include thoroughly understanding the case, actively looking for relationships, and defining the problem as precisely as possible in terms of controllable marketing variables such as objectives, strategies, and the marketing mix.

Use the categories of controllable and uncontrollable marketing variables to organize your thinking. Recognize multiple plausible solutions, select the best one, and justify your choice based on economics, risk, and strategic considerations. Your written case analysis should include:

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Executive Summary

This section should succinctly define the core problem, state the chosen course of action, and briefly explain why this alternative is superior. Keep it targeted, clear, and tailored for an executive audience, focusing on key points without background details.

Problem Definition

Accurately framing the problem involves decision objectives, success measures, and decision constraints. The problem must be defined as a decision to be made, not merely observed effects like declining sales. For example, instead of saying “sales are down,” specify “How can we restore our market share by adjusting our marketing mix within our limited advertising budget?”

Major decision alternatives should be identified, stating potential strategic options. The analysis should consider uncertain factors such as competitor actions, consumer needs, and economic conditions that influence the payoff of each alternative.

Analysis of Alternatives

This section involves evaluating each alternative, often through qualitative insights and quantitative calculations—such as expected payoffs, probabilities of various market states, and potential impacts. While detailed calculations can go into appendices, summaries should interpret these findings. It aims to compare alternatives objectively, identifying the best based on expected results and risks.

Plan Development

Once the optimal strategy is selected, develop a detailed plan for its implementation. This includes specifying the marketing mix elements—product, price, promotion, and place—and outlining specific actions for pricing, advertising, promotions, and production adjustments. The plan should align with and support achieving the strategic objectives identified earlier.

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In conclusion, a comprehensive marketing case analysis hinges on careful problem definition, thorough analysis of alternatives, and a clear, actionable plan. The process demands rigorous understanding of the internal controllable variables and external uncontrollable factors, along with logical justification for the preferred strategy.

References

  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.). Pearson.
  • Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (9th ed.). McGraw-Hill Education.
  • Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
  • Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2017). Strategic Management: Competitiveness and Globalization. Cengage Learning.
  • Ferrell, O. C., & Hartline, M. (2014). Marketing Strategy (6th ed.). Cengage Learning.
  • McCarthy, E. J., & Perreault, W. D. (2014). Basic Marketing: A Global-Managerial Approach. McGraw-Hill Education.
  • Lamberton, C. P., & Stephen, A. T. (2016). A Thematic Exploration of Digital, Social Media, and Mobile Advertising. Journal of Advertising, 45(1), 96-111.
  • Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic Marketing (5th ed.). Oxford University Press.
  • Weinstein, A. (2013). Market Research in Practice: An Introduction to Gaining Greater Market Insight. Kogan Page.

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