analysis should:

• Include a company SWOT analysis
• Clearly identify the central strategic issue(s) facing the company. Remember to focus on marketing strategy and not the immediate short term problems that might be presented by the case writer.
• Identify and analyze alternative strategic marketing courses of action available to the firm. Ensure that you use the numbers presented in the case effectively. You must analyze the marketing data provided by the case writer.
• Choose the most appropriate strategic marketing course of action for the firm and identify how this will be implemented
Remember to think critically in analyzing these cases. Don’t necessarily accept what the author tells you as absolutely correct and don’t look for the easy or conventional solution. Be creative, find the strategy that gives the company a sustainable, competitive advantage.