Posted: September 10th, 2021

Homework, Case Instructions: You are required to do 2 individual 8 page case papers in this class

Case Instructions:
You are required to do 2 individual 8 page case papers in this class.
Many students ask me: What exactly is required in the case. Read Section II. There is an outline for a case, but
ignore part VII. Also, you are limited on the number of pages. I can assure you the most important steps are V
& VI, and section IV should be edited to only focus on helping me understand why you’ve chosen the problems
to solve. Well, let me go step by step:
1. Format of the paper: It is limited to 8 pages of text, and that does not count any graphs, pictures, charts, or
the executive summary. After this “text only” file, you want to add an executive summary, pictures or graphs,
any attachments you feel are important, etc for a “finished paper” file. The text file must contain a cover page
that is also not counted in the word total (and should not be a page number.) The “finished paper” should also
“look good” – and although that only counts about 10% of the grade – it’s usually something that can help you
pass other groups since I grade these on a curve. Look at reports, google “reports” and look at different styles,
etc. One thing to remember: I do count off for text that is too small, but some groups use MANY fewer words
than other groups. You can also make points with graphs, bullets, and other methods to better make your point
in a paper. Remember that your “text file” should be created by taking everything out but text, making it 12 pt
New Times Roman, single-spacing, and give 1” margins all the way around. (Basically, the instructions for the
weekly assignment.) 8-10 pages Assignment: I need help writing a research paper. If paper in the text file that contains less than 6 FULL pages, in my opinion, is not really a
paper where a student has put much effort. Format 10% of total Grade.
2. Content of the paper: Read section II & III of the textbook, “How to write a case.” It also has an outline on
page 218 – and in your discussions – this is a very helpful tool to get your group together. In your actual
written case, it’s difficult to follow this outline 100% because it is one used on longer cases, and I do not want
you to pick one of your alternatives (Section VII). Here are the main points I will grade in a paper: What are
the problems your group is addressing; Why are these important points; What are alternatives the company can
choose to solve these problems; What must the company do to implement the recommendation; What are the
expected results? (Hint: You can also look at Section III of the book to help you with this.) You should leave
out material in the case that has nothing to do with the problem(s) you have chosen to study. REMEMBER
THIS: Sections II & III are really for longer papers, but I still think it’s a good guide to read. You should do all
the steps when discussing the case, but you may want to make some cuts when getting down to 8 pages. Content
25% of total Grade.
3. Information not needed: This is actually an area where I feel students go astray from answering the
questions above. These cases are a competitive contest where I will give grades based on your case versus
others in the class. Pretend you are presenting your reports to the top management of the firm being reviewed.
Make sure you heavily edit your Situation Analysis to leave out material that has nothing to do with the
questions above that they are asking you – and certainly leaves out information that the board already knows but
your group may have used to come up with answers. (Example: “This firm was started by John Smith in
1895.” Figure the top management knows the simple history of the business – even though your group found it
helpful.) Information should be limited in your written paper to be included ONLY WHEN you feel it’s needed
to justify why you are solving specific problems. 10% of total Grade.
4. The problems: This is a marketing class, and you should come up with problems that can be described in
terms of marketing. Since all of you have taken Principles of Marketing, you should be familiar with theories
and ideas used in marketing. (In addition, this book has some really nice and succinct chapters reviewing what
you have learned in your marketing class.) Make sure you don’t let the speakers in the case automatically
dictate what you should do: Pretend you are consultants and think of interesting problems to solve. Example:
What if the sales manager says, “well, I can tell you this. Ours salesforce is doing all they can do.” Think
about it… What else would the sales manager say? Cases are supposed to be “somewhat” unreliable – and it’s
your job to think about it considering this. Think about it this way: You have two friends who got into an
argument. One is explaining his/her side to you to defend his/her actions. Now, I’m not calling my friend a
liar, but I would have a strong suspicion that my other friend would tell a different story defending his/her own
actions. OK, say you now have heard both of the stories, and your friends have asked you to judge them. How
often would you think either of them were 100% right? When I did these types of cases in my
undergraduate/graduate work, I thought of myself as a detective trying to determine the real scenario. (And
believe it or not, I actually began to enjoy doing cases!!!) When you are reading the WSJ, think about things
when stories are written about companies who had problems, and what people think they should do to fix them.
Very often people are fired because they were not trying to fix the right problems. FIND THE RIGHT
PROBLEMS. (NOTE: The problems need to be somewhat specific. They shouldn’t be, “raise profits,” or
“lower costs.”) 25% of total grade.
5. Alternatives and NO Recommendation: You should pick several alternatives that are mutually exclusive and
exhaustive. (In other words, you cannot do more than one – and there are not obvious alternatives you have not
taken.) Then choose one to explain further – but don’t defend your recommendation by saying the other
alternatives were not good ones. In the real world, you would probably explain all of your alternatives further –
and let the company decide. If one of your alternatives is clearly lacking, then it shouldn’t be an alternative.
Remember that this is a marketing class. Lowering prices is NEVER a good idea in cases since that is such a
simple plan that anyone can do. 25% of total grade
6. ~ Hire our professional writers now and experience the best assignment help online with our custom paper writing service. We ensure your essays and assignments are expertly researched, written and delivered on time. ~ Grading: Although I do “curve” these grades, I would give everyone an “A” if I truly felt they were all “A”
papers. I still rank them, though, and will give an “A” as the top grade no matter what. In other words, the
curve will help you and not hurt you since I do give the top paper an A whether I think it’s the best paper I have
ever seen or not. (OK, if it’s the best I’ve ever read, then the curve may not help you – but it won’t hurt you.)
One thing you have to worry about is that papers usually improve from one to the next. You may duplicate the
quality of the 1st paper with the second, but your grade will probably go down.
7. Again, remember, when you turn in your paper, you should first turn in one that is TEXT ONLY without
pictures, charts, executive summary, cover page, page numbers, etc. The format should be the same as your
weekly assignment with 12 pt Times New Roman, single spaced within, double between, etc. The second file
you turn in should be your final version of your paper that can be formatted anyway you choose. AGAIN, YOU
MUST TURN IN 2 FILES. 5% of total grade.
Automatic Deductions:
Grade of Zero: Past 48 hours late or plagiarized in any way
1 letter grade: Up to 48 hours late or text file has less than 6 full pages
2 letter grades: Less than 5 full pages in text file
3 letter grades: Less than 4 full pages
READ THIS AGAIN. Your paper should not match Section II when you write it up, but all of the points are
important to think about. Your paper should present a “fixable” problem, why it is important, alternates how to
fix it, and a plan of action for one of the alternatives. Also remember that we are “pretending” that you are
consultants presenting this to senior management. They know the history of the company. If you spend a page
or two telling them their history, I doubt they will give you the job of a consultant presenting ideas to fix a
problem. An 8-page paper should not include all steps in Section II.
DON’T UNDERSTAND? Ask questions in Hands UP.

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