You need to cover the following in the presentations (use the highlighted areas below to indicate to the viewers the different areas you are covering):
Step1. Provide a general overview/background of the case for the audience. I suggest the overall business of the company (what is the business (product category) it is in), its history, its primary competitors, products, targeted customers, and its product positioning relative to the competition.
Step 2. Overall environments it is operating in (Political, Economic, Social/Cultural, Technological, Environmental, and Legal) or at least touch on a number of these areas.
Step 3. What is the primary selling point of their promotion efforts and describe their overall target market (to whom are trying to see their products).
Step 4. Indicate the companys media planning and strategy (Ch 10) and how they integrated (or failed to do this) the promotion plan to achieve the goals for their brand.
Step 5. Describe the major problem (you should focus on the advertising/promotion/communication problems) and other marketing decisions facing the organization in the case (and the company overall fro your research) and any minor associated problems (limit yourself to one or two of these secondary problems).
Step 6. Provide the relevant support information (criteria) related to evaluating possible decisions. Identify three (ie. A-Ch1; B-Ch4; C3- Ch10; etc) or more concepts from the text that demonstrates what was considered/demonstrated in this case. Explain in detail these three or more items and give supporting examples when possible. Be specific on items and areas within the text from which this is taken. For example A-Ch1 concept demonstrates the use of Selective Demand Advertising, Ch 1, Page 20, Figure 1-4, Primary versus Selective Demand Advertising. Specifically, show how this is demonstrated.
Step 7. Provide/explain possible solutions to your major identified problem and your evaluations of each alternative. Be complete in your discussion and explanation.
Step 8. Select one best solution and explain why you chose it and why it would be successful. Be complete in your discussion and explanation.
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