Case Analysis

The mains goal of this exercise is to introduce you to new product strategy planning. This involves a comprehensive description of tangible and intangible attributes of the product, “type” of product, form of strategy option used for this new product development, differentiation and positioning strategy.  Be sure to include your rationale supported by data. I would be great if you could add charts to further help support your assumptions. 

In this scenario you play the role of a consultant hired by Mattel to help them. Not only act as a consultant but also put yourself in the shoes of the client and imagine that someone is presenting to you the report you just wrote. Bear in mind that his is multi-million dollar project so make sure your case analysis and proposal are comprehensive and include the appropriate marketing concepts that will convince the Mattel Management of your expertise and validity of ideas. You need to make the case for your $100,000.00 consulting fee! End your report with a set of recommendations for Mattel. This is where you tell the company what you think they should do.

Objective: To recommend a new product strategy for a clearly identified target market that addresses the organizations root problem.

Expectations:

Begin by reading the "Mattel Confronts Its Marketing Challenges" Case in the text.

Prepare a case analysis and proposal with a comprehensive new product strategy for a clearly identified target market.

Your proposal must include:

1.       Situation analysis

2.       Assumptions and missing information

3.       Identify root problem & problem definition

4.       Identify target market and segmentation strategies

5.       Development of alternatives for New Product

6.       Evaluation of alternatives and recommendation of new product development and or course of action to management

New Product Strategy – comprehensive description of tangible and intangible attributes of the product, “type” of product, form of strategy option used for this new product development, differentiation and positioning strategy.  Be sure to include your rationale supported by data.

Be sure your case analysis and proposal is comprehensive and includes the appropriate marketing concepts that will convince the Mattel Management of your expertise and validity of ideas.

Format:

APA format

3 references

4 pages (not including reference and title pages)

Case Analysis Rubric

Content                                                                                                                      /60

New Product Strategy:           

1.      Situation analysis

2.      Assumptions and missing information

3.      Identify root problem & problem definition

4.      Identify target market and segmentation strategies

5.      Development of alternatives for New Product

6.      Evaluation of alternatives and recommendation of new product development and or course of action to management

Format:                                                                                                                      /15

3 references

4 pages (not including reference and title pages)

Total                                                                                                                            /75

General APA Writing Tips

In general, there is a 1/2" paragraph indention for the first line of each new paragraph. The APA writing style uses left justify only, is double spaced, and includes a cover sheet. There is a 1" margin on all four sides and header on each page (directions for the 6^th edition are below).

There are no blank lines between paragraphs in the APA writing style. To delete the extra lines between paragraphs: in Word, click Paragraph, Spacing, then check the box that says, "Don't add space to the paragraphs of the same style."

To format the header for the first page and subsequent pages of the work in the 6th Edition of the APA Manual: Open a new Word document, click Page Number > top of Page > select Option 1. Under Design, click the box that says, "Different First Page."

Then type "Running head: SHORTENED TITLE [insert the name of your shortened title in all caps] and tab the page number to the right margin. Close the header.

On the second and subsequent pages of the work, click Page Number > Top of Page > select Option 1 and type SHORTENED TITLE [insert the name of your shortened title in all caps] and tab the page number to the right margin Close the header  

To see the layout of a sample APA paper, look in the APA Manual, 6th Edition pp. 41-59

For academic writing, the writer is expected to write in the third person. In the third person, the writer avoids the pronouns, "I, me, we, and our." The third person is used to make the writing more objective by taking the individual, "self," out of the writing. This method is very helpful for academic writing, a form in which facts, not opinions, drive the tone of the text. Writing in the third person allows the writer to come across as unbiased and, thus, more informed (APA Manual, 6th Edition, p. 69)