Marketing case | Case Analysis – pre-work | Case Analysis, first 5 cases


Case Analysis, first 5 cases

Due: Weekly 26/7 to 2/9
Weighting: 35%

You will write up prep-work and post-work for the first 5 cases we will discuss in lecture. Your lowest case mark will be dropped; your best four will be retained. You CANNOT trade off the dropped cases between the first 5 and last 5 case analyses–each works separately. Because being present for and taking part in the case discussions is an important part of case learning, you will need to sign in every case day and this information will be passed on to your tutor.

Prior to the case, you need to write up a brief (250 word) discussion of the following points:

  • Analyse the one or two main issues or problems you see in the case
  • Explain how you would remedy the above issues or problems

You are recommened to use those above two dot-points as headings in your write up. This will be turned in on line by 11pm the night before the case (e.g., Sunday). At the end of the case discussion, the lecturer will sum up the case and explain his motivations for using it. A strong recommendation is made to look at the textbook chapters for the topic and incorporate appropriate material from the textbook in your prep-work.

You then have until 11pm Wednesday night to turn in a second piece of assessment for the case and this one will be marked. You are to include a cut and paste of the your prep-work at the first part of the document and then you write an additional 250 words to address the following issue:

  • From the discussion, what did you learn about the case or marketing in general? Tie in your inital positon and use examples from the discussion to illustrate your learning.

Again, use the above dot-point as the heading in your write up. The tutor will mark this second document by first reading the prep-work and then the post work. Approximately one third the mark will come from the prep-work, and two thrids from the post work. However, you must turn in BOTH pre- and post-work to get ANY credit.

Marks are applied on two dimensions: appropriateness and originality. For anunorignal case write up that largely addresses the summation of the lecturer at the end of the case, the typical range of marks will be 40 to 60 out of 100. Those answers that focus on case facts (knowledge) will get marks in the range of 40, but those that focus on higher level thinking skills like analysis or synthesis will get more marks, 55 or 60 respectively. To get marks above 60, one will have to show some originality.

The range of originality levels ranges from the lowest level, called “unoriginal”, and moves slightly up to “personalised” which can gain marks around 45 for knowledge-oriented answers and up to 85 for synthesis-oriented answers. The next level up is “unusual” which gives 50 marks for knowledge-oriented answers but synthesis-oriented work has a maximum mark of 100 marks plus an additional overall mark for the unit. The highest level, “unique”, gains 55 marks for knowledge-oriented answers but 100 marks plus three additional overall unit marks for synthesis-oriented answers.

Late assessments will be penalised 10 marks per hour.

This Assessment Task relates to the following Learning Outcomes:

  • Learn how to analyze, sythesize and evaluate marketing plans
  • Understand how to use segmentation concepts and generate segmentation schemata
  • Apply 4Ps-oriented strategic thinking to real-world marketing cases


Case Analysis


The main problem identified from the case is its promotional strategies of activities. The company’s promotional strategy cannot attract many customers or clients as it wishes. This is because the company uses a strategy that cannot guarantee to reach as many people as possible. The role of any promotion strategy is to reach as many potential and existing customers as possible. However, Vanguard has adopted the use of website, brochures, and conferences as the marketing mediums to reach its customers. This is despite the fact that there are few people who can be accessed using these mediums. In light of this, the company will not or will fail to attract as many customers as possible leading to failure to achieve its target goals and objectives on sales volume.