Integrated Marketing Case Study Analysis (IMCSA)  To follow is a guide for completing a comprehensive case study.  The guide will allow you to  Analyze.

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Presentation transcript:

Integrated Marketing Case Study Analysis (IMCSA)  To follow is a guide for completing a comprehensive case study.  The guide will allow you to  Analyze the company and market  Identify the challenges and opportunities  Develop recommendations and determine their impact.

Integrated Marketing Case Study Analysis Guide 1. Situational Analysis Provide a brief overview of the company, its history, mission and key executives. Briefly describe the current situation of the company. 2. Apparent Issue What appears to be the challenge for the company. Note: this is the symptom – a clue to a deeper issue (dip in profits, market share decline, etc.) 3. What are the most important facts? Make a list of facts (not opinions) which define the situation. Cite your sources for the facts. Fact+ or - Marketing: Large Market share (IBIS World, 2012) Strong brand identity (case study, p.4) ++++ Finance: Venture Capitalist investments end this fiscal year (case study, p. 3)- Organization: New CEO (case study, p. 2)+ /-

Integrated Marketing Case Study Analysis Guide 4. SWOT Analysis List the strengths, weaknesses, opportunities and threats as apply to the case. Include a paragraph which summarizes what the analysis reveals. Set up SWOT Analysis in a chart 5. What is the real issue? What is causing the issue/symptom? 6. Realistic Options List all the options to solve the real problem. Remember: one option is always - do nothing. Consider a minimum of 3 options.

Integrated Marketing Case Study Analysis Guide (con’t) 7. Recommendation Describe your recommendation for the company. Support your recommendation with sources from the class and other relevant material. Make sure your recommendation covers the Marketing Mix (Product, Price, Place, & Promotion) 8. Expected Outcome & Benefits What quantitative and qualitative outcomes can the company expect from your recommendation. How will your recommendation impact other areas of the firm – Finances, Organization /Operations Identify the biggest potential problem the recommendation may cause. Note: if the company will fail because of this problem, then go back and make a new recommendation and determine its new pitfall. 9. Method of Evaluation How will you measure the effects of your recommendation to ensure it worked as you anticipated?

Combine IMCSA with Rubic 1. Introduction, which identifies the situational analysis, defines the problem. 2. Identifies alternative courses of action and uncertainties in the competitive environment. Alternative courses are controllable decision factors – are in complete control vs. uncertainties for the business. 3. Analyze relevant information likely to affect future events such as characteristics of the industry or competitive environment, competitive strengths, and position. 4. Apply critical, reflective and innovative thinking to identify the best alternative(s) such as discussing the marketing mix for the chosen company product or service. 5. Informative summary to evaluate the decision and the decision process - no grammatical and spelling errors- APA standards