The one-page case study analysis memo is shaped to quickly distill the key drivers of a business decision. It is an established analytic discipline at companies including Microsoft, GE, H-P, eBay, and throughout Silicon Valley.

For this course, you will complete three one-page style case analysis memos due in Modules 1, 3, and 5. For each assigned case study, you will compose a one-page case study analysis (plus appendices) in which you will apply applicable channel management theory to the business practice documented in the case.

• The Case Spotlight for this module is.... JCPenney!Please review Case #1 JCPenney on p.525 of the Marketing Channels text.Upon reviewing, be sure to conduct additional research on the state of JCPenney's current distribution strategy usingYouTube,Google,CNBC.You can also find an assortment of recent JCPenney ads, testimonials, and other information atwww.jcpenney.com.
• Directions:Using the guidelines handout and examples, you will create a 1-page memo styled analysis addressing the following.

1. Summarize the Situation: First, start the analysis by sharing information that gets the reader interested and that makes them alert to what you have to say.For example, consider a S/W/O/T framework (Strengths/Weaknesses/Opportunities/Threats).You can also share key facts, information, or industry trends that set up the discussion such as market size, revenue, profitability, etc.
2. State the Idea - Compose a Compelling Tagline: Now that you have their attention, don'tbeat around the bush, get right to the point and tell them a brief statement of the idea.Provide a headline of your analysis stated in a way that makes it compelling. To quote Blue Ocean about Southwest Airlines:

The speed of a plane at the price of a car - whenever you need it"

1. Explain how it works: Once you've clearly stated the proposition, now is the time to provide details of the product/ service/business/situation. Typically, this includes more information about the product, pricing, promotion, placement, and execution such as timing and logistics. Profit and economic health are important factors to review.
2. Reinforce Key Benefits for the Customer - Differentiation: Now that you understand the detail, it is time to hit home the key reasons to move forward and identify"3 Reasons". Having 2 reasons, it's notenough, and if you have more than 3, then none of the 3 is powerful enough.So, one is taught to always have 3 reasons.It is very helpful because it is easy to try to "win over" the customer with a long list of why they should agree.But a prospect will only focus on the top couple issues, so it is an excellent practice to narrow down the list to the top 3 key reasons.
3. Suggest Easy Next Steps: Naturally, no sales process would be a best practice without "The Close". Be sure to move very naturally right into the close by "suggesting easy next steps".The emphasis was to make it easy for the decision-maker (DMU) to say "yes" by planning in advance to remove barriers and showing them a path to an agreement that fits easily into their situation.