STRATEGIC MARKETING
CASE STUDY WRITING
Question and Requirement：
You are required to write a 2500 words case study on a company of your choice. Focusing on your favourite brand, product, or company, you will be critically analysing
a significant fact/event that has
affected (positively or negatively) the company’s profits/sales significantly (e.g. Amazon launch of Amazon Echo and entry in the smart home industry, New Balance
backlash for welcoming trump’s election, Dell’s takeover of data storage provider EMC). The case study encourages students to demonstrate their understanding of the
company, the business background, subject area, to show the ability to think critically and to construct logical arguments. The skills required to analyse a case study
will be introduced and practiced through specific lectures. Critically analysing a real world means (i) carrying out a substantial amount of focussed reading and (ii)
producing a coherent critical assessment of what you have read. The work you do in the case study can be exploited to inform the development of a marketing plan for
the same company (assignment 2).
1. Structure
Your case study document should generally contain the following information:
• Title page (not included in the word count);
• Synopsis or Abstract or executive summary (not included in the word count);
• List of contents (not included in the word count);
• (Short) Company overview (who they are what they do, sales and profits, target group);
• (Short) Overview of the market (market trends, figures);
• Description of a current (max 3 years old) and significant event/fact (preferably reported by the press) that have interested the company of your choice (e.g.
scandal that have tarnished its brand image; a merger/acquisition, new product/service development; entry in a new market or segment or sector, adoption of a new
distribution channel or a new technology …) or of an opportunity/challenge faced by the company of your choice (ageing of consumers; obsolescence of product or brand;
change of consumer behaviour/perception/attitude; lack of consumer engagement on social media; negative e-wom…);
