4 pages about a case

You are to write a one-page, typed homework assignment. The font should be no smaller than 12-point. Please take the perspective of a senior marketing manager making marketing recommendations to upper management (CEO, CFO, CMO, etc.). The memo should not be a rehash of the facts of the case, but rather a summary of your recommendations for how the company should move forward, and the supporting rationale. These memos should be well written and professionally presented. Please use the following format:

Key Issue/Issues (concise statement)

1-

2-

Recommendations (to address the issue/s)

1.

2.

3. (or however many you think are appropriate)

Rationale (to support your recommendations)

1.

2.

3. (support for each recommendation)

Example:

Key Issue/Issues:

1. How can Evoe Springs overcome/ work around the lack of social acceptance for Spas in India?

2. Who should Evoe Springs target?

Recommendations:

· 1- Make it clear through advertisements that Evoe Springs Spa is more than a massage parlor

· ●  Divide the facility in sections: Men, Women, Family

· ○  Women can feel more comfortable

· ○  Children friendly environment

· ●  Show more men in advertisements

· ●  Promote de-stressing benefits of spas

2-

·  Larger, less informed segment---> SNAILS

· ○  Emphasize reactive approach

· Partner with medical industry

· Provide research

· Ads in magazines at hospitals and doctors’ offices

· ○  Proactive approach

· Repackage offerings- emphasizing affordability and wellness

· Coupons and discounts

· ●  More specifically...

○ Male professionals

· Happy hour from 4-7pm

· Open up new locations

● Urban city ● Mumbai

Rationale (to support your recommendations)

1-

· Website allows for easier navigation, longer visits, and returning visitors

· Educates consumers on CFI history, ownership model, employment culture

· Introduces online market with established, popular products

· Game/giveaways bring younger visitors

2-

· Experimenting on a small scale prevents a failed product launch

· Capitalizing and promoting “family-owned” feel through consumer engagement and personalized service

· Follow up survey brings more visitors to company website