Analyze the Case to uncover the business problem, evaluate the alternatives, and make a recommendation. Integrate the concepts (see below checklist).

( 3-5 pages in total )

Check list

Concept Reference:

Market:
Market structure, market segment, target customer, unmet needs, Maslow’s hierarchy of needs

Product:
Product positioning, brand equity, brand growth strategies

Price:
Pricing objectives, value equation, price elasticity

Place:
Direct vs indirect channels, distribution partners, types of distribution

Promotion:
Marketing mix, buyer decision process, promotion response

Strategy Reformulation:
Marketing control, symptoms vs problems, effectiveness vs efficiency, data→information→insight

Global Marketing:
Market selection & prioritization, types of distance, modes of entry, global brand characteristics