Marketing WK 7
Please use this as one of your primary references…
Kerin, R., & Peterson, R. (2013). Strategic marketing problems: Cases and comments (13th ed.). Upper Saddle River, NJ: Prentice Hall.
For this assignment, read the case study, “Sonance,” on pages 563-578 of your textbook. You will compile a comprehensive case study analysis based upon this case. This involves a critical review of the company and situation leading to the problem identification. From there, you will research the company, industry, and competition, leading to the identification of several viable alternatives, followed by the final recommendation. In summary, the format should include the following:
? Company/product overview: Introduce the company and product/services.
? Situation analysis: This will require an analysis of what is going on internally within the organization as well as
externally. Think about the political/legal environment, economic, socio-cultural, and technological. Using the CSU
Online Library, minimally research the industry and competitors.
? Problem: Identify the problem(s) that this company is having or will have in the near future.
? Alternatives: Formulate a minimum of three possible alternatives that could solve the problem stated above.
Explain each thoroughly with an eye on the advantages and disadvantages of each alternative.
? Recommendation: Examine the alternatives and select the best alternative for this company. Include your
rationale for selecting this over the others and discuss the implementation process.
Your comprehensive case analysis should be a minimum of six pages in length, double-spaced (not including the reference page). The case analysis format should include the five sections described above using subheadings within the paper. References should include your textbook plus a minimum of two additional credible references. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines.
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