Each student will read, analyze, and produce a three page (1.5 space with 12 pt font and not including appendices) on the case organized in the following five sections from the stated perspective outlined in the description:
• Key Issues: Start by identifying the 2-4 key issues in the case (bullet point- single space).
• Recommendations: Outline your key recommendations/ analysis (bullet point- single space).
• Analysis / Logic: The core of your write-up is evidence-based support for your recommendations. Evidence includes both facts from the case, READINGS, outside research sources, data you crunch, etc. Use these facts and data to build support for your recommended course of action. In addition, also use frameworks and insights from the class as appropriate. Organize this section in headings and subheadings to highlight key issues. It is crucially important to use case data and any other material discussed in class to support your arguments but do not regurgitate case data without using it to make a point. For example, please do not start with a synopsis of the case. It is also important to give logic and analysis for not choosing other courses of action.
• Conclusion: An executive summary of the key points of the analysis.
• Appendices: Analysis and charts: If you are going to crunch data put those calculations in the appendices.

  
 

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For the exclusive use of K. Boonyiamtanadee, 2023. Magformers LLC and Amazon: Dealing With Counterfeit Magnetic Toys Leslie E. Palich, Baylor University Patsy M. Norman, Baylor University Marlene M. Reed, Baylor University NACRA NORTH AMERICAN CASE RESEARCH ASSOCIATION HBP# NA0702 Chris Tidwell, CEO of Magformers LLC, sat in his office on January 3, 2019, contemplating the brand crisis that had engulfed his company. Just one week earlier, on December 27, 2018, two employees had burst into his office. They informed him that a newspaper and a television station in Milwaukee, Wisconsin had called to inform the company that a four-year-old boy, Beck White, had broken open some Magformers pieces that he had received as a Christmas gift. In total, Beck had ingested 13 magnets, which had made their way along the child's digestive tract, perforating his intestines in several places. As a result of emergency surgery performed at Children's Hospital of Wisconsin, Beck lost parts of his colon, intestine, and appendix. Beck's mother, Jennifer White, posted the following comments on Facebook: "I don't want another child to go through this. If you have little ones or chewers, these are dangerous; and we are removing them from our home." She didn't identify the maker, but numerous social media users and news reports asserted or suggested that the offending toy pictured in Facebook posts looked like Magformers. These reports then set off a firestorm of online protests against the company. It took two days after Jennifer White's initial Facebook post for Magformers to confirm that its product was not at fault. Beck's father, Jeremy White, revealed this news to the public, stating on Facebook that the toy was one of the countless low- quality look-alikes sold through Amazon's third-party platform. In this case, the toy was sold by IMDEN. Amazon deemed the product unsafe and removed it from the website on December 30, 2018. Though not at fault, Magformers still had to deal with the damage to its brand. Misleading coverage of the story lingered in the press and on social media, making matters worse. The busy buying season was over for 2018, but Tidwell was braced for the possibility that future sales might fall significantly below projections because of negative publicity related to the Beck White incident. Tidwell pondered what he could do to restore the company's brand and fight against unsafe counterfeits. He also wanted to review the company's response to the Beck White incident so that Magformers could improve its response to social media storms that might arise in the future. Copyright 2021 by the Case Research Journal and by Leslie E. Palich, Patsy M. Norman and Marlene Reed. Magformers LLC and Amazon: Dealing With Counterfeit Magnetic Toys 1 This document is authorized for use only by Kallayarat Boonyiamtanadee in MKT 855 Spring taught by Kimberley Ring Allen, Suffolk University from Jan 2023 to Jul 2023. For the exclusive use of K. Boonyiamtanadee, 2023. Magformers LLC and Amazon: Dealing With Counterfeit Magnetic Toys Leslie E. Palich, Baylor University Patsy M. Norman, Baylor University Marlene M. Reed, Baylor University NACRA NORTH AMERICAN CASE RESEARCH ASSOCIATION HBP# NA0702 Chris Tidwell, CEO of Magformers LLC, sat in his office on January 3, 2019, contemplating the brand crisis that had engulfed his company. Just one week earlier, on December 27, 2018, two employees had burst into his office. They informed him that a newspaper and a television station in Milwaukee, Wisconsin had called to inform the company that a four-year-old boy, Beck White, had broken open some Magformers pieces that he had received as a Christmas gift. In total, Beck had ingested 13 magnets, which had made their way along the child's digestive tract, perforating his intestines in several places. As a result of emergency surgery performed at Children's Hospital of Wisconsin, Beck lost parts of his colon, intestine, and appendix. Beck's mother, Jennifer White, posted the following comments on Facebook: "I don't want another child to go through this. If you have little ones or chewers, these are dangerous; and we are removing them from our home." She didn't identify the maker, but numerous social media users and news reports asserted or suggested that the offending toy pictured in Facebook posts looked like Magformers. These reports then set off a firestorm of online protests against the company. It took two days after Jennifer White's initial Facebook post for Magformers to confirm that its product was not at fault. Beck's father, Jeremy White, revealed this news to the public, stating on Facebook that the toy was one of the countless low- quality look-alikes sold through Amazon's third-party platform. In this case, the toy was sold by IMDEN. Amazon deemed the product unsafe and removed it from the website on December 30, 2018. Though not at fault, Magformers still had to deal with the damage to its brand. Misleading coverage of the story lingered in the press and on social media, making matters worse. The busy buying season was over for 2018, but Tidwell was braced for the possibility that future sales might fall significantly below projections because of negative publicity related to the Beck White incident. Tidwell pondered what he could do to restore the company's brand and fight against unsafe counterfeits. He also wanted to review the company's response to the Beck White incident so that Magformers could improve its response to social media storms that might arise in the future. Copyright 2021 by the Case Research Journal and by Leslie E. Palich, Patsy M. Norman and Marlene Reed. Magformers LLC and Amazon: Dealing With Counterfeit Magnetic Toys 1 This document is authorized for use only by Kallayarat Boonyiamtanadee in MKT 855 Spring taught by Kimberley Ring Allen, Suffolk University from Jan 2023 to Jul 2023.