Assignment 2.
Read the case below :
Smith & Nephew – Innovex
Cravens D.W. and Piercy N.F, ‘Strategic Marketing,’ 9th ed., (2010), McGraw Hill (pg. 711-724)

Task :
Using the case analysis guideline and format provided write a comprehensive analysis and recommendation for the said case. The indicators provided at the end of the case would serve as the parameter for case discussion.


Required Sections
I. Executive Summary

One to two paragraphs in length
On cover page of the report
Briefly identify the major problems facing the manager/key person
Summarize the recommended plan of action and include a brief justification of the recommended plan
II. Statement of the Problem
State the problems facing the manager/key person
Identify and link the symptoms and root causes of the problems
Differentiate short term from long term problems
Conclude with the decision facing the manager/key person
III. Causes of the Problem
Provide a detailed analysis of the problems identified in the Statement of the Problem
In the analysis, apply theories and models from the text and/or readings
Support conclusions and /or assumptions with specific references to the case and/or the readings
IV. Decision Criteria and Alternative Solutions
Identify criteria against which you evaluate alternative solutions (i.e. time for implementation, tangible costs, acceptability to management)
Include two or three possible alternative solutions
Evaluate the pros and cons of each alternative against the criteria listed
Suggest additional pros/cons if appropriate
V. Recommended Solution, Implementation and Justification
Identify who, what, when, and how in your recommended plan of action
Solution and implementation should address the problems and causes identified in the previous section
The recommended plan should include a contingency plan(s) to back up the ‘ideal’ course of action
Using models and theories,...

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