Case study

MKT6210.E1 Marketing Management

Dr. Blair Stephenson, Ph.D.

CASE STUDY ASSIGNMENT

This Case Study Assignment is worth 20% of your final grade. The Case Study should be no less than 8-10 pages in length (NOT including your title page, references page,

attachments, and appendices). The Case Study should be written in Standard APA style (APA Publication Manual; 7

th edition; 1

st printing). Grammar, spelling and word

usage are a part of your grade. All written assignments will be submitted to an online review service (Grammarly) to evaluate your grammar and to check for plagiarized material. Remember: NO more than 15% of your paper can be directly quoted from outside sources. I do run a plagiarism check on each paper.

Provide at least three (3) outside references (other than the text, dictionary, or

Wikipedia) that would be applicable to support your Case Study analysis. Make

certain that you provide proper reference citations for ALL source materials (including

the text) that you use to develop your comments and observations in the case. Your

reference citations must be noted in the body of your discussion so I can determine

what information was derived from what specific outside source.

Be sure to place your name on your assignment and in your file name!! Save the document in this format: “1

st Initial-Last Name-MKT6210.E1-Case-Study-Date”. For

example: JSmith-MKT6210.E1-Case-Study-1-17-21. Each Assignment must be contained in one (1) Microsoft Word file and submitted through Moodle. Files should be submitted in MS Word Version 2010 or later for this course.

I suggest that you review the text sections regarding SWOT and “Checklist for

Evaluating Strengths/ Weaknesses Analysis” (beginning on page 51) – and the “Bases

for Segmenting Consumer Markets” (beginning on page 246) before preparing your

Case Study assignment. Use the suggested report format presented below.

For this Case Study Assignment, you will analyze the Case Study: Carvana

https://www.carvana.com/ . You may use outside reference materials to update

the case to its current situation and business condition, such as

https://www.businessinsider.com/what-is-carvana . CAUTION: There are lots of

case studies re: Carvana on the Internet, so be careful about how much material

you quote directly from outside sources. Remember the 15% limit.

Case Study Assignment will be due no later than midnight (CST) July 11 th

. As

always, if you have ANY questions do not hesitate to contact me via the

Amberton Moodle system.

Suggested Case Study Outline

Title Page: Student Name & Date

Case Study Title

1. Synopsis or Summary of Case Situation

2. Statement of Corporate Mission (if it exists)

3. Statement of Corporate Business Strategy (If it exists)

4. Statement of Corporate Marketing Strategy (if it exists). Define Type of Marketing

Strategy.

5. Evaluation of Fit or Alignment of Corporate Mission, Strategy, and Marketing Strategy

6. SWOT Analysis:

a. Assessment of Business Strength(s) and/or Business Opportunity(ies)

b. Assessment of Business Weakness(es) and/or Threat(s)

7. Does (Did) the Business Have Market Research and/or Business Intelligence to Support

Its Marketing Strategy/Decision(s)? Describe and Evaluate.

8. Based on Information Provided in the Case Study AND Any Outside Research You Have

Done, What is Your Assessment of How Well this Company Did or Did Not Take into

Account the Influences of Consumer Segmentation on their Marketing Strategy?

9. Based on the Information Provided in the Case Study AND Any Outside Research You

Have Done, What is Your Evaluation of The Current Marketing Strategy and Execution

of that Marketing Plan? Did You Agree or Disagree with the Plan? Why or Why Not?

10. Based on the Information Provided in the Case Study AND Any Outside Research You

Have Done, What is (or would have been) Your Suggested Marketing Strategy and

Execution of that Marketing Plan?

11. Summary Thoughts, Recommendations, and Conclusions.

References

Appendices

Case Study Assignment Scoring Rubric Percent of

grade

Structure:

Includes title page, introduction, problem statement, analysis, discussion,

recommendations and conclusions, references list page.

10

Organization:

Paper is organized in a hierarchical manner, with headings and subheadings, as

needed to facilitate discernment of the logical structure.

10

Number of pages:

8-10 double-spaced pages, not including title page, abstract, & reference pages.

10

Sources:

At least three additional credible sources (in addition to course text) these

sources can be books, journal articles, and/or online websites.

10

APA Style & Citations:

Proper and effective use of APA style for academic writing. Include paper format

and in-text citation of references.

10

Academic Honesty:

Adheres to University policy regarding plagiarism and is free of plagiarized

content. In cases of suspected plagiarism the paper will be rejected and returned

to the student with a zero grade.

10

Written communication:

 Critical Thinking: Demonstrates clear analysis and reasoning supported by relevant literature and its application to the selected Case Study.

 Solid introduction and clear problem statement.

 Situational Analysis: Logical defense and support of your analysis using references or empirical data.

 Free of errors that detract from the overall message.

 Good writing mechanics including proper sentence structure, paragraph structure, grammar, punctuation, and spelling.

 Main supporting points easily identifiable, plausible, sophisticated, insightful, and clear.

 Effective and clear transitions from point to point.

 Logical, well-supported recommendations

40

Total 100