Part 1: Case Study reports (1600 words total, each case 800 words) (20%) This is an individual assignment. Students are expected to analyse and prepare a report for two case studies. These case studies will be discussed during the seminars. No outside research is required. If your surname (i.e., last name) begins with the alphabet between A to L (e.g. Ali, Cheng, Jones, or Leung) you will attempt the following two case studies Case # 1: Azure: Building an Online Influencer Community for Growing Platform Business Case # 3: KPJ Healthcare: service internationalization If yoursurname (i.e. last name) begins with the alphabet between M to Z (e.g. Mohamed, Park, Singh, Tan, or Wright) you will attempt the following two case studies Case # 2 engageSPARK: Democratizing Technology for Societal Good Case # 4: Expansion to foreign markets: Usaflex Case Study Report format: You will submit both reports in one word document. Total word count for this part of the assignment is 1600 words, with 800 words allocated to each case study. Please separate out the two case studies and start the second case study on a new page. Each case study will have the following sections: 1. Identification and justification of the main issues / problems 2. Comments on effective alternative solutions 3. Proposed best solution, justification and its implementation plan 1. Identification and Justification of the Main Issues/ Problems: (200 words approx.) Identified problems should be such that the decision maker could address them and that actions could be taken by the decision-maker to resolve them. A good problem definition keeps the case analysis tightly structured because everything discussed after this point is related to the problem(s) stated in this section. Each problem is stated in one sentence, and is NOT given in the form of a question. There should be no more than 3 problems identified. Please provide justification for each substantial problem identified. Your justification of the identified problems should be supported by facts given in the case together with the relevant theory and course conceptslearning in this unit as well asin other marketing units. 2. Comment on effective alternative solutions(alternative solutions already mentioned in the case or proposed by you) (200 words approx.) There is no one correct answer to any case analysis. As is the case in real life, there are more than one ways to interpret a case and solve problems. The approaches, interpretations and recommendations of different students will probably vary considerably. This provides a useful opportunity to compare and discuss different analyses and alternative solutions, which is a common practice in real life before finally recommending one solution. 3 In this section you need to identify at least two courses of action. As a rule of thumb, you should identify two to three alternatives. Dont present an alternative just to fill up the section. You should carefully and concisely identify both the pros and cons for each alternative that you identify (in brief). These are likely to be based mostly on the problems that you have identified. You might firmly believe that one solution is best. Still, you should provide a balanced discussion of all alternatives that you have identified. Use theory and concepts learnt in this unit or other marketing units that you have completed to strengthen your answer where possible. 3. Propose best solution, justification and its implementation plan (400 words approx.) Regardless of how many alternatives you propose, you should only present the most viable solution. Spell out your recommended program of action for the best alternative solution that you are recommending. Base your choice upon a critical evaluation of the \"crucial\" differences between alternatives. Indicate how you anticipate overcoming potential negative factors associated with your recommended plan of action. Don\'t repeat information from the alternatives section. Simply state which alternative you think is best and why itis the best solution. Conclude with a strong call to action (i.e., how you will implement your best solution that you are recommending). Use different theories and concepts learnt in marketing to strengthen your discussion. Part 2 Simulation Reflection (400 words) (5%) Once you have run through the simulation (which are run either in Week 9 or Week 10), please write a reflection of your simulation experience based on the following structure: - Reflect and expand on the success/failings you experienced as you made your decisions. - Reflect on the challenges that you faced when making decisions in the simulation -Briefly (between 30 and 50words): how you can implement the key lesson (or lessons) learnt from the simulation in practice.

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MMK325-3rd-as....pdf