Assignment 2 ....For Amanda

JWI 580: Business Analytics Academic Submissions and Evaluations

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Assignment 2: Case Study Presentation Due Week 5, Day 7 (Weight: 35%) For this assignment, you will take on the role of an employee of health company Cambridge Sciences Pharmaceuticals (CSP). You have been assigned to assist Barbara Printup (Senior Director of Marketing) in crafting a launch strategy for Metabical – a new weight-loss drug. The Chief Executive Officer of CSP is facing important decisions regarding the rollout of Metabical. Your goal is to provide Barbara with data-driven recommendations she can then present to the CEO. These recommendations need to be backed up with relevant data to ensure effectiveness and persuasiveness. Create a PowerPoint slide deck (5-slide minimum) for this assignment. Include relevant supporting data, such as models, calculations, and analysis results, in appendix slides at the end of the slide deck. Your slide deck should address the following 5 topics:

1. Frame the problem. Guiding Questions: a. What is the problem, clearly stated? b. What are the key variables you will need to study? c. Who is the stakeholder and what decision will they make based on the analysis

results? d. What are the multiple ways you might solve this problem? e. What type of analytical story will you want to tell in solving this problem? f. What previous findings or experiences related to this problem are conveyed in the

case study, or exist in the business industry?

2. Solve for demand. Guiding Questions: a. Barbara has asked you to estimate the demand for Metabical. What are the

forecasting options you should contemplate? For each option, what is your estimate of the target market?

b. For each forecasting option, how many packages will the target market buy in year 1? How do the purchasing assumptions change in Year 2? What is your forecasted demand for each of the first 5 years?

c. Which of the forecasting models do you recommend to estimate the demand for Metabical, and why? In addition to your forecast results, what data supports your recommendation?

d. Why is providing sound guidance on expected demand important?

JWI 580: Business Analytics Academic Submissions and Evaluations

Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWMI 580 Assignment 2 Page 2 of 4

3. Formulate a sound pricing strategy recommendation. Guiding questions: a. Barbara has also asked you to evaluate pricing options for the Metabical drug. Which

pricing strategy would you recommend, and why? b. Is there any additional information you need to frame or solve the problem? c. Based on the demand forecast you chose in question 2, what are the forecasted

sales in year 1? What are the forecasted sales in year 2? What are the forecasted sales up to year 5?

4. Make a sound packaging recommendation. Assume that count size is based on a blister pack

of seven (7) tablets that can be in turn packaged into a SKU with 1, 2, or 4 blister packs. Guiding Questions:

a. What considerations need to be taken into account when making the packaging decision?

b. What additional data would you want, and what analysis would you perform to be able to better answer this question?

5. Using your demand forecast and pricing recommendations from questions 2 and 3, estimate CSP’s return on investment (ROI) over a 5-year period that meets the company’s expectations. Guiding Questions:

a. What are your cost assumptions? Do you anticipate any changes in year 2 and beyond?

b. What is your estimate of total costs at the end of 5 years? c. Calculate the ROI for the Metabical drug. If the ROI achieved is less than 5%, what

steps of your analytical process would you need to revisit? The specific learning outcomes associated with this assignment are:

• Develop habits of quantitative thinking

• Frame a problem and predict potential results

• Formulate and communicate actionable recommendations based on data interpretations and insights

JWI 580: Business Analytics Academic Submissions and Evaluations

Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. JWMI 580 Assignment 2 Page 3 of 4

Weight: 35% Assignment 2: Case Analysis

Criteria Unsatisfactory Low Pass Pass High Pass Honors

1. Frame the problem. Weight: 10%

Did not frame the problem.

Partially framed the problem.

Satisfactorily framed the problem.

Completely framed the problem. Incorporates relevant context.

Exemplarily framed the problem. Incorporates relevant context and persuasively indicates a needed decision.

2. Solve for demand. Weight: 20%

Did not solve for demand.

Partially solved for demand.

Satisfactorily solved for demand.

Accurately solved for demand. Provided sound rationale.

Accurately solved for demand. Provided sound rationale and data to support the solution.

3. Formulate a sound pricing strategy recommendation . Weight: 20%

Did not formulate a sound pricing strategy recommendation .

Partially formulated a sound pricing strategy recommendation .

Satisfactorily formulated a sound pricing strategy recommendation .

Accurately formulated a sound pricing strategy recommendation . Provided sound rationale.

Accurately formulated a sound pricing strategy recommendation. Provided sound rationale and data to support the solution.

4. Make a sound packaging recommendation . Weight: 20%

Did not make a sound packaging recommendation .

Partially made a sound packaging recommendation .

Satisfactorily made a sound packaging recommendation .

Completely made a sound packaging recommendation . Provided logical rationale.

Exemplarily made a sound packaging recommendation. Provided logical rationale and data to support the recommendation.

JWI 580: Business Analytics Academic Submissions and Evaluations

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5. Estimate an ROI over a 5- year period that meets the company’s expectations. Weight: 30%

Did not estimate an ROI over a 5- year period that met the company’s expectations.

Partially estimated an ROI over a 5- year period that met the company’s expectations.

Satisfactorily estimated an ROI over a 5- year period that met the company’s expectations.

Accurately estimated an ROI over a 5- year period that met the company’s expectations. Provided sound rationale.

Accurately estimated an ROI over a 5-year period that met the company’s expectations. Provided sound rationale and data to support the estimate. Gave additional advisories related to the ROI and company growth.