Individual Case Analysis
Prepared for: Prof. Badame - GSBA 528
Prepared by: Adam Terry – OCC1
April 8, 2008
Table of Contents
1. ISSUES……………………………………………….……………………………………… 2
2. SITUATION ANALYSIS …………………………….……………………………………..2
2.1. Introduction ……………………………………….……………………………………….2
2.2. Market …………………………………………….………………………………………..3
2.2.1. Market Definition, Size and Analysis ………….……………………………………….3
2.2.2. Market Trends ………………………………………….………………………………..3
2.2.3. Technological Changes in the Market ……………….…………………………………3
2.2.4. Legal / Regulatory Issues for the Market ……….……………………………………...3
2.3. Competitor Analysis ...……………………………………………………………………..3
2.4. Customer …………………………………………………………………………………...4
2.4.1. Customer Needs / Perceptions…………………………………………………………...4
2.4.2. Current Target Markets – Primary and Secondary Customers …………….………..4
2.4.3. Customer Trends…………………………………………………………………………5
2.5. Company……………………………………………………………………………………5
2.5.1. Core Competencies ………………………………………………………………………5
2.5.2. Current Positioning ……………………………………………………………………...5
2.5.3. Current Marketing Mix …………………………………………………………………6
2.5.4. Other Pertinent Factors …………………………………………………………………6
2.6. Collaborators / Constituencies ……………………………………………………………6
2.7. Expanded SWOT Analysis ………………………………………………………………..7
3. RECOMMENDATIONS ……………………………………………………………………7
3.1. Target Markets …………………………………………………………………………….7
3.2. Objectives ………………………………………………………………………………......8
3.3. Integrated Global Marketing Strategies for the Marketing Mix ……………………….8
3.4. Projected Profit-and-Loss Statement ……………………………………………………..9
3.5. Implementation Plan ....………………………………………………………………….…9
3.6. Contingency Plan(s) ……………… ...