Each MK400 Team will serve as “marketing consultants” who are responsible for analyzing a specific case study, developing recommendations for the company in the case to follow along with an implementation plan to guide the company’s actions. You will present your case analysis and recommendations in written form as an executive memo to the company’s representative
Marketing Memo Requirements
Use the memo header format shown below at the top of the first page. Do not attach a cover page.
Date: Date as appropriate in the case; include actual current date in parenthesis.
To: Name of the decision maker in the case
From: Names of all team members
Write an Executive Memo (750 words maximum) to address the following questions:
ISSUES: What are the major and minor issues facing the company featured in the case? Analyze and explain the root causes of these issues.
ANALYSIS: What external and/or internal factors have caused these problems? What specific marketing concepts can be applied to explain the situation? Present some quantitative analysis (“marketing math”) that gives a deeper understanding of the situation. How does the quantitative analysis affect the options for the company to move forward? Show your calculations and explain any assumptions you have made.
EVALUATION OF ALTERNATIVES: Present a complete analysis and evaluation of the possible strategic and tactical alternatives the company can choose from. Analyze the pros and cons of each alternative.
RECOMMENDATIONS: State and defend your recommended course of action for the company.
Case submission tips and guidelines
Your written case analysis should be no more than 750 words (max). You can have unlimited appendices to present detailed information that you would like to include.
Do not summarize the case; use the written submission to show your understanding and application of relevant marketing concepts.
You can have unlimited appendices. You should put extended calculations or large tables or extended/lengthy discussions or narratives in an appendix to keep the body of your Executive Memo short and concise.
You must submit your written case study via Blackboard.
How does Metabical compare to current weight-loss options?
What are the pros and cons of the forecasting methods presented by Printup?
If you had to estimate demand for this product, how would you go about it? How would you create a five-year forecast of demand for each of the three optional strategies.
What considerations should be taken into account when making decisions about the package count? What are the pros and cons of higher and lower count size per package? What package size would you recommend?
What pricing strategy approaches would you suggest Printup explore? What are the advantages and disadvantages of each strategy? What price would you recommend?
What impact does your pricing decision have on profitability? What is the ROI over the first five years for each of the pricing strategies identified?