Guidelines When preparing a case solution, it is expected that students will conduct additional secondary research. The research of good information will enhance the quality of the analysis and the recommendation. Executive Summary The executive summary should include a concise statement of the problem, a short summary of the major points arising from your analysis, and the major recommendations from your analysis. Introduction The decision to include and introduction is left to the discretion of the writer. If it is included, the introduction should be brief and include information regarding the nature of the company, the product, the market, etc.). Problem Identify the problem in a clear, concise manner. Ensure that the problem is distinguished from symptoms. Dont state the problem as a choice between several alternative strategies. The problem should pose a question searching for a solution. Situation Analysis Most reports include some form of situation analysis (often referred to as SWOT analysis). In this stage, it is important that you dont regurgitate the facts of the case. Interpretive comments should be provided for strengths, weaknesses, opportunities and threats. Alternatives Identify a series of alternatives that could resolve the problem. Make sure that issues such as segmentation and targeting, positioning, and the pros and cons of each alternative are discussed. Recommendation Make a specific recommendation to resolve the problem. Proper justification must accompany the recommendation, and the recommendation must consider company objectives, marketing objectives, and the resources of the company. Summary Plan Be concise as possible while providing proper detail about the following: 1. Marketing Objectives 2. Marketing Communications Objectives 3. Target Market Profile 4. Positioning Strategy Statement

410-EBA-TQ Introduction to Digital Marketing

CASE SYNOPSIS Red Bull is a mature brand in a saturated energy drink market. They have relied upon buzz marketing strategies to build the brand and have been successful in doing so. New competition from Coca-Cola and Pepsi-Cola, extremely large and resourceful brands, will force Red Bull to re-evaluate its marketing practices if the brand is to protect and build its position in this growing market.