Kim Woods

Case 3 – Due on: July 30, 2017 at 10 A.M worth 7%

A lot has changed in the book retail industry since Indigo launched in 1996. Despite the tremendous success of Amazon, Indigo has managed to hang on, but not without its share of challenges. How can they survive given the changing marketing environment?

Need to do:

1. Introduction – Introduce the company – brief history; provide a SWOT analysis of the

company/product in a bullet point tabular form; your analysis about the market situation of the

company in the given time period – 2 pages – 5 marks

2. Main Problem/Issue(s) – Explain the issue(s); Causes that led to the problem/issue; Consequences of the problem/issue - 1 page – 4 marks

3. Remediation - What was done to solve the problem? Was the remediation successful – why/why not? Focus and depth are the key words for this section – 2 pages – 5 marks

Please follow the structure mentioned below along with the clear headings and sub-headings for all the cases. Your report will mainly be in paragraph form (use headings/bullet points and explain). Make sure you proof read your report for its writing quality– structure, flow, grammar, spelling and punctuation.

NOTE: Academic integrity is critically important and will be checked. Plagiarism is a serious offence and will be treated accordingly. Please be sure to record and report all key sources used for research.

Referencing: Do not copy-paste any information from any source. You are required to analyze and paraphrase your research and expected to provide at least 8 references for the case report. Use APA style for references with in-text citations and complete References on last page.

References can be magazines, newspapers, online articles, journals, etc (NO WIKIPEDIA)

Do not forget the cover page (show names of all group members) and use 12 point font, Times

New Roman, 1.5 line spacing and paging numbering for your report.

Please note –

Note: please be sure to use marketing concepts and terminology learned in the course in your report.