Marketing Decision Maker Recommendations Paper

Marketing Decision Maker Recommendations Paper

Instructions:

Marketing Decision Maker Recommendations Paper

For your Executive Case Analyses, please use the format indicated below. You should think in terms of a brief interview with the decision-maker. What does s/he have to know?

1. Issue Identification/Relevant Background Information: The initial paragraph should precisely state what you see as the priority issue to be addressed and why. If more than one issue is presented, then the issues should be identified in priority order and some indication of why this is the priority.

Cases usually give away the issue, but you should read and think critically whether the obvious is truly the priority. What does the decision maker have to decide and why? Be careful to separate symptoms from issues. The issue is something that must be dealt with. Symptoms must be monitored as they could become issues, but are not yet issues.

2. Options Available/Analysis: Your analysis should identify potential ways to address the identified issue. Each different option produces alternative strategies, tactics and results. Which choice is “best” depends on your analysis of how the option fits/plays out qualitatively and quantitatively. Part of the options analysis would be the financials (in the appendix) and compelling pros/cons might be useful in the paper and can certainly be in an appendix.
3. Recommendation: You must make a final recommendation of what you think the company should do. Be decisive and persuasive. Pick one specific option and make the case for it. It musttie to the issue[s] you identified as primary. Where applicable, refer to supporting calculations.

Briefly outline the tactical elements of implementation (VP for whom and 4 P’s).
Some general guidelines for effective business summary are:

• The first consideration is the issue. Many situations have a variety of symptoms and issues and the decision maker has to prioritize what must be addressed. You do not need to agree with the case writer, but should identify what you feel is the most important decision in the case situation.
  • Your analysis should have a logical flow indicating why your recommendations are correct. This requires organizing your information around the particular questions you want to answer and points you want to make. Do Not Rehash the Case!!!! Make decisions about the important information to present. Cite case facts and details only to the extent they are relevant to your argument.
  • Focus your recommendations on what you’ve identified as the important issues in the case. Make your assumptions explicit whenever necessary.
• Recommendations should be practical, cost-effective, and appropriate to the timing (short-term or long-term) of the problem at hand. Your recommendations should address the issues you have identified up front in the same priority, i.e., the #1 recommendation should address the #1 issue.
• Exhibits should be readable without reference to the text. Use headings, labels, footnotes and graphics appropriately so the reader can understand what is in an exhibit. If you are performing calculations on data, use a footnote to indicate how you are performing the calculation.

Marketing Decision Maker Recommendations Paper

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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