So, RD, your point is that if we launch a low-cost product (which will be totally tasty and unique), we can

spend a little
more on packaging and promotion. That's a very good point.

SR—Hi team,

Since we have a survey based on five products, it would be much preferred to include them in the alternatives.

We can elaborate the pros and cons of the three items that we agreed upon and try to squeeze in few lines for the other
two as well. This way we would be considering the given five options we have and picking the best from them.

Thanks,

KW—Hi team,

I am of a mind to go with line pricing as well. As CK said, we don't want to price it at value so Vincor is competing with
itself (Vex), and premium is not attractive. I think it was 66% that were value conscious, so line sounds right to me.

SR—I agree with KW and CK too.

Thanks

JB—Okay, I'm good — now let's see if we can choose an alternative. Also we need to edit down (I have recommended
what we may want to cut out in an earlier thread; otherwise, we are substantially over the word count).

Notice the discussion of both case format and content by the students as they come to a decision about how to resolve the
issue of alternatives.

Case studies
A case study involves a group effort, with the outcome being a group report. The report should follow the case report
format, as outlined in "Following the case study method".

Using the case study method, there are four steps or phases in case study work in which collaborative efforts are required.
These steps may be generalized as follows:

Step 1 — Problem statement: Identifying the marketing management problem

Step 2 — Analysis: Explaining the current situation, including the environment, market, competition, financials, and
other quantitative aspects, with concepts and theories

Step 3 — Alternatives: Generating and evaluating solutions

Step 4 — Recommendation: Proposing a recommendation and action plan

All groups are required to answer the case study questions. Each group is also responsible for submitting one case study
report for marking and for posting one critique of another group's case report (not in the same week). Check the course
schedule to determine which week your group is responsible for submitting the report for marking and which week you are
responsible for preparing the critique. Even if you are not submitting a report for marking or doing a critique, you must still
discuss the case and post a response, which counts toward your individual participation mark.

Here's an overview of the process for completing a case study.

Critiques
The case critique is a critical review of the analysis of the target group. Since you will have done your own analysis, this
should not be difficult. The critique should be brief (maximum 500 words), and might point out any areas that are well done
as well as any weaknesses or areas you think have been missed. You might pose an additional question or two for the target
group's consideration.

Following the case study method

Case study is the process of learning by doing. It will be through case study that you learn and apply the concepts of the
course. In contrast to conventional teaching and learning, you must become engaged in the process of analysis rather than
participate by listening or observing.

In the case method, you read a story about a real problem a manager has faced in the planning or operation of a business.
The task is not so much about finding the correct answer as it is about pinpointing the problem and developing a well-
thought-out and justifiable resolution. Because it is based on a real situation, it has all the elements associated with typical
management challenges: time constraints, information constraints, lack of knowledge of the competitor's strategy, and
often lack of market research. Typically, the case writer will include information superfluous to the decision. More
information is always desired, but not usually available; this is reality. Managers often do not have the time or resources to
seek more information. Further complicating matters is the dynamic business environment in which a company operates.
Companies interact and compete with many other organizations, which are also engaged in decision making influencing
future outcomes.

Case study is useful as a learning experience because it trains you to deal with unstructured information, to sift through
and identify what is important and disregard the rest, to deal with both quantitative and qualitative data, to make
reasonable assumptions, and to find an appropriate resolution. It is stimulating and engaging, as you have to become
involved with and take ownership of your analysis and then defend it in the face of critique from colleagues and the Course
Instructor.

Steps in the case method

Before you begin your analysis, skim through the case to get an understanding of the structure from a writing framework
perspective. Look at each exhibit to ensure you comprehend its content and relevance. Try to determine what the major
question or issue is for the case. Then go back and give it a careful reading, making notes in the margins to identify the
evidence components of your analysis. In this way, you can more easily gather evidence to support your strategy or
analysis.

Once you have done this, you are ready to organize your thinking toward a resolution. Use the following steps.

1. Problem statement

2. Situation analysis (current status)

 a. Company objectives, background, and forecast

b. Company fit in the environment: internal and external factors (SWOT with implications)

c. Market analysis

d. Segmentation analysis

e. Competition analysis

f. Financial analysis

3. Case keys

4. Analysis of alternative solutions (pros and cons of each plus quantitative assessment and key uncertainties)

5. Recommendation(s)

6. Action plan

You may be tempted to waffle and avoid making a decision, or decide you need more information. This is not an acceptable
strategy. In all cases, you must make a decision and justify it. It is not a comfortable process initially, but as you try, you will
improve. Do not generalize or give an unsubstantiated opinion, as this is not what your supervisor (or Course Instructor) is
expecting. Make reasoned statements citing supporting evidence. With time, you will see increased proficiency and
confidence in your assessments.

Case report format

This outline of a case report format will help you to write your case report.

Executive summary

An executive summary is an abbreviated version of the complete report or plan, providing the reader with the main points
on one page, if possible. That it is brief does not mean it should be vague. It should contain original writing, not a copy of
your introduction. Specific facts, income levels (condensed projected income statement or statement of contribution), and
market share numbers should be provided. The addition of specifics should not add much to the length. This page is
extremely important, as it must hold the attention of the reader (for example, your manager, Course Instructor, or a
venture capitalist) and motivate them both to choose to accept your plan or recommendation without further examination
and to read further because they are interested.

This part of the report should be written last, after completion of the major sections of the main report. The executive
summary should be followed by a detailed case report based on points 1 to 6 below.

Case analysis

1. Problem statement: Identify the problem in one or two sentences that include all the main elements of the central
problem(s) described in the case. Do not repeat the details of the case.

2. Situation analysis: Analyze and interpret the facts of the case that are relevant to the problem and its potential
solution. Summarize the key facts of the case; state assumptions or inferences about missing information; identify the
main issues about the organization or the situation and relate them to the problem. Focus on the symptoms and
explain how they relate to the problem. The following subsections and focus questions are often useful in this part of
the report, but do not necessarily limit your report to those listed — they are provided as examples. The report should
always be adapted to its context and purpose.

Objectives and goals: What are the objectives of the individuals and the goals of the organization?

Background and forecast: What is the current strategy and positioning of the organization? Looking at the
current situation, what has happened? What is likely to happen in the near or long-term future? Why is change
 necessary?

SWOT analysis: Explain internal strengths and weaknesses and external environment opportunities (to the
company) and threats, and provide a summary statement of implications.

Market analysis: Provide information on the size and growth of the market, the environment, current and past
strategies, and the marketing mix, including the following:

Segmentation analysis: Provide information on segmentation, attractive segments, present and potential
segmentation, profitability of each segment (for the purpose of this course, customers are those in the
distribution channel who purchase products, while consumers are the final purchasers or end users).

Competition analysis: Provide the strategy used by each competitor (segments, and so on).

Financial analysis: General financial evaluation with additional information (when available) on specifics such as
capital costs, yearly operating expenses, contribution margin per unit or percent, and break-even analysis.
Expected contribution from your strategy and best, worst, and expected scenarios are required.

1. Case keys: What is the key question, opportunity or issue in the case?

Key success factors: Determine the main factors that are vital to the success of the company (maximum of three
factors)

Key uncertainties: Determine the main factors that could seriously damage the chosen strategy (maximum of
three factors)

2. Analysis of alternative solutions: Generate distinct, realistic alternative solutions to the problem. Identify all options;
eliminate those that do not fit with goals, objectives, or resources. Discuss pros and cons. Build an argument to accept
one and reject others; justify the choice in relation to the criteria for an effective solution. Address qualitative and
quantitative considerations and include target segment and suggested marketing mix. Address key uncertainties that
could seriously damage the chosen alternative.

3. Recommendation(s): Clearly state the chosen alternative with concise reasons in support of the objectives and
resources of the firm, the expected rate of return, the risk of failure, and the competitive reaction. Explain the short-
and long-term implications (including target segment, market mix and benefit package)

4. Action plan: Provide detailed steps and phases in implementation. Focus on the short term. Address contingencies —
what if...? Provide reasonable alternatives to put in place if the action plan fails.

Attachments

Provide exhibits, references, a bibliography, timelines, and so on. All exhibits should be referred to in the body of the
analysis.

Practice Marketing Business Simulation access

You will be required to complete a simulation, which will be available through the Connect platform, which should have
been purchased alongside your course textbook. You must register for Connect early in the semester using the link
provided by your course instructor.

See the Course Schedule for the dates associated with this assessment.
Accessing your group list
When you register for the course, you are automatically enrolled into a group in D2L. Prior to week 3, the groups may
change based on additional registrations. In week 3, your group will be finalized. You can find out what group you are in by
clicking on the “Groups" tab in the D2L nav bar.

Academic Integrity
Students must obtain the course instructor’s written permission if they wish to share with others any course materials
created by the instructor, whether presented online or in hardcopy. Unauthorized recording, reproduction or sharing of
such course materials is an infringement of copyright and a theft of the course instructor's intellectual property, and is
therefore prohibited. Students' responsibility in this regard is stated in Section 3.3 of the Policy on Student Academic
Integrity and Section 8.2 of the Code of Student Rights and Responsibilities. Information on copyright can be found on the
university's Copyright webpage.

1Dawar, Niraj and Singer, Eric. "Vincor: Project Twist."https://www.iveycases.com/ProductView.aspx?id=4169&CM=true&HID=163