Documente Academic
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Presentation (40%)
In a group of 3, students are required to prepare a case in marketing related area. The case should be
genuine and able to highlight the marketing issue and problem in a company. Format of the case report is
as below. The length of the case is between 25-30 pages (double spacing).
I. Title page
The firm’s name and student’s name should be highlighted. The course’s name and code.
In the competitor analysis, Identify 2-3 firms that are believed to be the most important competitors
of your firm and indicate why you believed these firms are the important competitors. Identify their
current position in the industry and prepare a competitor profile for each firm, including their
competencies. Keep focus on the competitors; do not analyze the firm here.
V. Problem analysis
This is the most critical part of the report. This section analyzes your chosen firm. This would
include many type of analyses, for example SWOT analysis that covers the current competitive
position, key resources/capabilities, source(s) of competitive advantage, threats and opportunities
in the current business environment and generic strategy (type of competitive advantage) and etc.
You should be able to integrate the analysis discussed above and identify marketing problems and
opportunities that must be addressed by the firm, and then make realistic recommendations for
addressing them.