Case Study Analysis The Case Study Analysis is worth 20%.
The case study answer must be typed (11 font Arial, 1.5 spacing), must include an Executive Summary and must be no more than 1500 words (including the Executive Summary but excluding references and appendices) – Cases over this size will incur a penalty of 10% for every 10% over the word count.The Case Study Analysis is expected to provide an informed and robust answer to the discussion questions. It may be found that some of the material presented in the case is outdated, hence you are expected to find and bring in material from outside the case. It is suggested that you find the most recent and up-to-date information possible as well as read material around the case to ensure you do not provide answers that have already been done in real life. A succinct and high quality analysis is expected. A case study example will be discussed during class two weeks prior to the case study submission. Students are encouraged to read and prepare for the case study example as this will assist them in preparing for the case study submission. Case Study Analysis Promoting an Alternative to the Smartphone (available on Blackboard) Answer ALL Discussion Questions


This study examines factors in introducing a new smartphone brand in the Australian market. It finds that the new brand should target teenagers aged 14-17 years who are major smartphone consumers but have the highest number of hand-me downs. It should also target males aged 45-65 years who have owned their phone and would to replace it. The phone should use a simple but connecting slogan, “The better option!”, which communicates the value of the brand to the consumes. The study also found that it should use both online sales channel and brick and motor retailers to align with the purchase behaviour of the target audiences, and retailers should be given full information about the brand.