Case Assignment
On February 1, 2012, news reports circulated that Susan G Komen for the Cure had decide to stop funding clinical breast exams through a grant to Planned Parenthood, citing Congressional investigation into the organization. This decision had been made quietly in late November, with notification to Planned Parenthood in mid-December. As the story broke, Komen found itself in the middle of a controversy. Overnight the organization faced severe criticism (and some praise) as the story mushroomed through television and newspaper, as well as Facebook, Twitter and other social media.
Assignment
1. Conduct your research by reading numerous articles on the topic but also on articles that assist you in understanding each brand and why each had been effective.
2. Insure you are able to answer the questions below in your coverage of the topic. These are important items that you should guide your analysis and understanding.
3. Identify the problem statement. The case analysis should begin with a very brief description of the background and key players in the scenario. This description provides a context for the problem. Insure you state the problem at hand as directly and simply as possible.
4. Do a thorough analysis and evaluation. Identification of ALL important issues which include but are not limited to the following: segmentation, target market, branding or brand equity, product or service, promotion, pricing, and or place. PLEASE NOTE, IT WILL NOT BE ALL OF THESE. You should use information presented in the case, the text, concepts, theories, and/or past empirical research reported in the text to understand why the problems and issues have developed and why they are important. The analysis of each issue should be developed to provide the necessary background to lead to defining one or more reasonable alternative solutions to the problem.
5. Identify recommendations. Recommended actions will evolve out of your analysis of the issues. Decide what should be done (or what should have been done). Be very clear on WHY you have chosen this action. Justify your decision with facts from the case and concepts FROM TEXT. Use sound analyses and reasoning.
6. Lastly, write your executive summary. An executive summary is writing the key details in a narrative that is WRITTEN LAST, BUT APPEARS FIRST in any document. This should define the problem, identify and expound on the key facts and analysis, and finally provide an outline with details of your recommendations.
Questions that should shape your understanding and writeup.
- Who has been the target market(s) for Susan G. Komen? (Who do they service and who are their biggest donors?)
- Who has been the target market(s) for Planned Parenthood? (Who do they service and who are their biggest donors?)
- Identify the Susan G. Komen brand strategy and brand elements (please use text chap 11 or other chapters to articulate this)
- What are some of the Susan G. Komen's product and communication strategies that SGK could use to enhance their brand?
- Examine SGK's website. Can you determine why they have a s strong corporate reputation?
- Contrast SGK (with other cause marketing corporations) brand strategy and communications.
Evaluate the case using the rubric using the sections are required but you may use other headings should you desire. Papers are to be submitted directly to the DROPBOX as a Word attachment and www.turnitin.com. Late projects will be heavily penalized. The maximum pages for the paper should be no more than 8 content pages (not including cover page, reference page and appendices), using Times New Roman, 12 point font, and APA. However, I prefer single space, but it is your option to use single or double space. The same page limit applies. I do not want papers longer than the amount specified (quantity NEVER equals quality). In addition, you should cite at least 10 credible ARTICLES THAT HAVE AUTHOR'S NAMES. You are required to use APA format for the entire paper. No paper will be accepted for grading if the turnitin.com percentage is greater than 30%. Please go to Doc Sharing for the cases not in the text.
Case analysis must be typewritten and please use APA format (I prefer single spacing as the only exception). You may include exhibits or appendices in your write-ups. Exhibits and appendices do not count toward the page limit. The format for the written case analyses is as follows:
1. Executive summary (20%). This should define the problem, identify and expound on the key facts and analysis, and finally provide an outline with details of your recommendations.
2. Problem Statement (10%). The case analysis should begin with a very brief description of the background and key players in the scenario. This description provides a context for the problem. Insure you state the problem at hand.
3. Analysis and evaluation (50%). Identification of ALL important issues, use information presented in the case and concepts, theories, and/or past empirical research reported in the text to understand why the problems and issues have developed and why they are important. The analysis of each issue should be developed to provide the necessary background to lead to defining one or more reasonable alternative solutions to the problem.
4. Recommendations (20%). Recommended actions will evolve out of your analysis of the issues. Decide what should be done (or what should have been done). Be very clear on WHY you have chosen this action. Justify your decision with facts from the case and concepts FROM TEXT. Use sound analyses and reasoning.