Case Study Instructions:

Case Study Instructions:


Use this template to create the case response draft:


The response is a narrative but follows this outline.  Your first page is the standard course cover page. Begin each section on a new page.  Use a 12-point font.


  1. Introduction

Research the company.  Study the company’s product portfolio.  What is the firm’s current market positon? Does the firm enjoy a competitive advantage?  Detail the firm’s history.  Identify specific milestones.  What are the firm’s segmentation, targeting and positioning strategies?


  1. Situation Analysis:
  2. Mission Statement (Vision) what is the company’s mission?
  3. Organizational/Marketing Objectives Identify and explain objectives the firm pursues.
  4. SWOT Analysis Conduct SWOT analysis. Examine the current macro and micro environment.  Present a graphic/table and explain.
  5. Competitive Analysis. What is competitive analysis? Identify two competitors the firm benchmarks against; use paragraphs and a table to discuss.  Be sure to identify specific measures.
  6. Market Analysis, Industry Analysis & Trends. Rely on secondary information/research conducted; providing quantitative and qualitative data; be sure to identify sources.  What is market analysis?  What is Industry analysis? Identify current trends.


  • Problem/Opportunity Statement What major marketing decision does the firm face today?

(HINT: This case focuses on the need to reposition the brand – Jazz at Carnegie Hall)


  1. Selection, (select one alternative from IV above). Discuss implementation & recommendations.
















General Instructions:


  1. Include as the first page, the standard course page. Be sure to insert a header with the title of your submission and your last name.
  2. Submissions must follow the prescribed narrative format provided. Your response is a narrative, but is presented as an outline.  Use prescribed headings.  Type in a 12 point font.
  3. Include as the last page(s) the formal APA 6th Reference page.
  4. Students must conduct original research (secondary information). Original research means that students must review at least two academic journals and not less than five, (5) additional references (applied trade and or commercial/business press references). Do not use or cite the textbook, blogs, Wikipedia, or any other online dictionary or tutorial reference.  Please see syllabus for suggested titles.
  5. Submissions must follow the rules of basic writing fundamentals (grammar, punctuation, sentence and paragraph formation, spelling etc.)
  6. Academic writing is formal, not casual or informal. Do not tell a story analyze. Investigate fully.


Academic writing is formal.

Please adhere to the guideline below:


  • Do not use first person point of view: I, me, we, our, us,
  • NEVER use second person point of view: you, your, etc.
  • Do not use phrases such as I think that, I believe that, I feel that, in my opinion, etc.
  • Do not use these words: IT, OF, BY, BEING
  • Do not use slang or other informal diction.
  • BE PRECISE AND CLEAR. Stay away from vague phrases:  the fact that, at that point in time, in other words, play a role, due to, as a result of, as to why, whereas, thus, therefore, which is, the most common, one of, not only, but also, very, extremely, really, a lot, great, best, usually, greater, many, most, some, a little, a few, often, sometimes, oftentimes, can be established, such as, just as, of this, is that, the fact that, means that, for many reasons, all these, serve to, to name a few, in order to, when it comes to, as noted, on the part of, by means of, after all, this means that, the reason is, in general, again, once again,
  • Write out all contractions: can’t should be cannot, for instance.
  • Do not begin sentences (or phrases/clauses within sentences) with ANY of the following words: AS, IT, IN, THERE, THIS, THAT, THEY, THEIR, BY, IF, WHEN, WHILE, WITH, BECAUSE, THROUGH, WITH
  • Do not use THAT when referring to people. The pronoun WHO refers to people.
  • Caution, “To be” verbs should be used sparingly: is, are, was, were, etc.
  • Use commas and semi-colons properly.
  • Do not use pretentious words intended to impress the reader.
  • Stay away from using could, might, may, maybe, probably, etc.
  • Use THAT and WHICH correctly
  • Use apostrophes properly for singular and plural possessive noun forms







Grading Rubric for Written Coursework


Grade of A, Submission exceeded Standard (Outstanding)

Grade of B, Submission shows merit (Good)

Grade of C, Submission at Standard (Average)

Grade of D, Submission below Standard (Poor)


Standards:% of Grade

Submission represented proper organization, professional writing, and logical flow of analysis

Logically organized, key points, arguments, and important criteria for evaluating the business/marketing logic was easily identified


Analysis, Evaluation and Recommendations

Appropriate analysis, evaluation, synthesis for the specific industry/company/brand/topic identified

Response presented an organized, insightful and through analysis; addressed/supported thesis


Submission made appropriate connections between issues identified and strategic marketing principles and concepts studied;

demonstrated command of marketing strategy


Conclusions and recommendations were compatible with strategic analysis; presented detailed, realistic and appropriate recommendations were clearly supported by the information presented and concepts


Evidence of scholarly Research & APA Style guidelines

Submission follows assignment requirements of original secondary research

Supplemented response with relevant and extensive quality research;

clearly and thoroughly documented all sources of information in APA 6th style


Writing Mechanics

Writing demonstrated  clarity and includes through details and relevant data and information

Submission followed general rules of formal academic writing;

represented proper grammar, spelling, punctuation, and written from an formal academic point-of-view








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