Describes an actual situation, usually involving an

opportunity, a problem or an issue faced by a

decision-maker in an organisation…

Remember to pay attention to the date of the case:

this will be quite important when you go to develop

your recommendations-the key is staying relevant

and developing feasible strategies given the “time”

of when the issues occurred!

EXECUTIVE SUMMARY: The best executive

summaries are actually written LAST. WHY?

PROBLEM STATEMENT: Outline the problem that

the organization is facing. Simple statements

(typically 1-2 sentences) are best. It is better to

have a short and concise problem statement than

one that it too long and/or unclear. The professor is

looking for your identification of the actual

problem(s) not SYMPTOMS of the ACTUAL

problem.

SITUATION ANALYSIS: This section is often

allocated a significant portion of the total marks.

Here you want to identify the organization and its

placement within its’ particular industry.

Proper segmentation and identification of your

target market must be performed!

The “SWOT analysis” allows us to evaluate the

organization on both internal and external

characteristics. We identify INTERNAL (strengths and

weaknesses) and EXTERNAL (opportunities and

threats).

- Include a “PEST-LE” analysis:

•Political

•Economic

•Social

•Technological

•Legal

•Environmental

Strengths Weaknesses

Strong brand image

Innovative

Business based on ideas – never-ending

‘Giving back’ culture

No direct promotion of services to business

clients

Primary sources of business dependent on other

businesses

Opportunities Threats

Enter into new markets

Use cutting edge marketing techniques which

require minimal funds

If ‘Big 3’ merger occurs existing separate contracts

could become one large contract

Financial crisis will cause the agency to possibly

have reduced business dealings/clients

Merger of ‘Big 3’ may reduce number of

campaigns

Competitors are being more innovative

Enter into new markets.

Perceptual Map

Think context:

this was for the

diamond

industry!

Segmentation

GridMarket Segment Lifestyle

Traits

Income Percentage of buyers from

this segment

Features and/or Benefits sought

(purpose)

Luxury consumers

(celebrities, older

consumers, high income)

-movie stars

-heirs

-CEO's

-sociable

-affluent

- “up and comers”

Above average incomes Approx 5-15% -style

-social status

-unique diamonds

-custom pieces (value-added)

Average Consumers

(majority of population)

-professionals

-managerial staff

-sales staff

From $55,000 to $74,999

$75,000 plus

Approx 65-70%

-buying as a gift or for a special

occasions

-price conscious looking for value-

added product

Industrial, etc. consumers

(lower-quality diamonds

appealing)

-students

-labourers

-adolescents

-lower income

-contractors

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999.

Approx 15-20% -required for a specific purpose

-high carats, etc. not needed

-type of diamonds found on

clothing, etc.

STRATEGIC ALTERNATIVES: This section is often

allocated a significant portion of the total mark. Here you

want to identify the organization and its placement within its’

particular industry.

Choose the best alternative and let the reader know how

you came to this decision. Why is it the best plan of action

to take? We JUSTIFY & SUPPORT our choice by

describing the relevant DECISION CRITERIA we used to

come to this decision!

Typically you

would develop

2-3 alternatives!

Critical Issue

Relative

Weight

Alternatives (Ratings)

1: Scalable and

Adjustable

2: Reposition,

Market

development

3: PR

Collaboration

Long run sustainability0.35 5 3 4

Retaining clients0.30 4 2 4

Ease of Implementation0.20 3 3 4

Potential for increased profits0.15 3 4 3

Index:

Relative Weight x Rating1.00

4.00 2.85 3.85

1. Here we

chose some

relevant

critical issues

2. Assigned

each issue an

appropriate

weight

3. Ranked

them, and

totaled them

at the bottom

RECOMMENDATION:

Choose one alternative based on you’re the identification

of critical issues and your analysis

Use your analysis as SUPPORTING FACTS, (from SWOT,

etc)

Tell the reader why this alternative is the superior choice;

identify and explain some of the other alternatives’ faults

Enlighten the reader as to some of the chosen alternatives’

downfalls

Mention the implications of

each alternative!

Answer: Are there possible

undesirable outcomes?

Answer: How will you SERVE

& MEET THE NEEDS of the

target market?

IMPLEMENTATION:

How are you going to implement your chosen plan of

action?

Be sure to discuss the 4P’s (Product, Price, Promotion,

Place) to let the reader know how you plan to DELIVER to

the target market.

NOTE: For services/service organizations there are actually

8P’s!

(4P’s + People, Physical Evidence, Process, Productivity)

Include a plan of action, timeline and role assignments!

This is where you want to include things such as, (as

opposed to directly within the written portion):

The SWOT summary chart

The Perceptual Map

The Segmentation Grid

The Plan of Action & Timeline

The Critical Issues chart

Be sure to refer to your appendices in your report!

They are a huge help in supporting your thoughts!

Now you’ve got the skills to

write a stellar case!