Assignment
Case Study Analysis: A Tutorial
What is it? Case studies are a popular and effective teaching tool for business and non-business students. Often described as the "Harvard method," case studies permit students to apply learned concepts and techniques to "real world" situations. Although our assignments are individual work only, case studiesmay also allow students to use their knowledge of course material in addressing business/marketing problems or issues through collaboration (much as in the workplace). Case studies may be quite detailed or simple in scope. In some assignments, strong familiarity with financial analysis and operations management are needed to successfully complete the case.
How to be effective? For any case study assignment, common sense; research; and a good understanding of basic marketing/management concepts are needed. You should carefully read the case several times, highlighting information/details that you believe important. Understand what the assignment is requesting. In the Popchips and Grand Theft Auto cases, you are asked questions for response. In addressing each question, you should justify (document) your answer with case information and additional Internet research. All sources should be properly cited.
It is important that you do not assume anything. Many students err in case analysis by confusing personal opinion or inference (guess) with the facts presented in the case. It is permissible (and, often required) to supplement case information with various research methods (i.e., observation and/or Internet) gain a clearer understanding of the issues, forces, questions and requirements of the case. Rely on the text book and lecture notes to help you.
Put yourself in the case as the key decision maker(s). What needs to be addressed concerning marketing? What could have been done differently? What should the marketing strategy (plan) be going forward? Be prepared to explain your reasoning.
Most importantly, don't procrastinate on this assignment. Your time well-spent will result in a well-done report.
In summary, to complete a case study assignment successfully, you must:
1. Read the case thoroughly several times.
2. Complete independent research about the case issue/topic.
3. Identify and verify sources.
4. Answer the questions contained in the case with completeness and accuracy using case and research information.
5. Write your report and proof it for grammar, spelling and punctuation mistakes.
Background Information for the case:
Kutcher, who owns a minority stake in the privately held Popchips and, at the time of this incident, was its "President of Pop Culture," was instrumental in developing the $1.5million ad campaign with the help of Zambezi, a Venice, Calif.-based youth-oriented advertising agency. He was further assisted by Popchips CEO Keith Belling. Kutcher's previous ad contribution for Popchips, featured online in 2011, portrayed racial stereotypes of Blacks and Latinos.
This is not the first or last time Popchips has generated controversy with its advertising. Several years later, the snack brand incurred criticism for its New York City introduction of healthy tortilla chips.
Questions:
1. Do you agree with the Popchips' response to the Raj promotion criticism? Explainwhy the organization's handling of the issue is adequate [or inadequate]. What else would you do as the marketing manager to respond to the controversy?
2. Identify some the challenges that confront today's marketing managers when developing promotion across different markets (i.e., regions, countries)? What are some important cultural forces that influence these strategies? For example, organizations will receive criticism for messages that some individuals/groups consider "offensive" including, sexism and racism.
3. Make twospecific recommendations on how can managers betterunderstand and respond appropriately to diversity in the marketplace?
Article: Popchips Pulls Ashton Kutcher Ad Over Charges of Racism by Stuart Elliott,New York Times.
Source: Elliott, Stuart (The New York Times, May 3, 2012). "Popchips Pulls Ashton Kutcher Ad Over Charges of Racism."
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.