Assignment Instructions/ Description
Case studies are an essential learning strategy in business classes because they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides in order to formulate a recommendation for the challenges faced by the company. For this unit, review the “Marketing Excellence: BMW” case study on pp. 273 of your textbook and complete a case analysis. Please note your SWOT should start with a SWOT chart with a summary of analysis following. Complete a case analysis of BMW. This requires that you conduct research on BMW beyond the case study material in the textbook. In the case analysis, you will look at the situational analysis, problem, and alternatives, and you will provide a recommendation. Refer to the instructions below as you construct your analysis. ? Situational Analysis o Discuss the external environment through the compilation of a PEST (political, economic, sociocultural, and technology) analysis chart. o Discuss the internal and external environment through the compilation of a SWOT (strengths, weaknesses, opportunities, and threats) analysis chart. ? Problem o Identify at least one organizational problem that BMW is currently having or one in which you project it will have in the future. Base this upon your research and critical thinking. ? Alternatives o Compile three or four potential marketing-related solutions to the problem above. Remember that these are potential alternatives; you will not select all of the alternatives to solve the problem. ? Recommendation (Marketing Strategy) o Select one or two of the alternatives above to solve the problem that you identified in this case analysis. o Discuss your rationale for choosing these and not the others. Include supporting research that will increase the depth of your analysis. The analysis must be at least four pages in length. Follow APA Style when creating citations and references for this assignment. All papers should have a cover page, running heads, topic headings to organize your paper, a reference page and in text citations to demonstrate research. Support with at least three sources outside of the textbook.
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