Identify and link the symptoms and root causes of the


State the problems facing the manager/key person

Identify and link the symptoms and root causes of the problems

Differentiate short term from long term problems

Conclude with the decision facing the manager/key person

Provide a detailed analysis of the problems identified in the Statement of the

In the analysis, apply theories and models from the text and/or readings

Support conclusions and /or assumptions with specific references to the case and/or the readings

Identify criteria against which you evaluate alternative solutions (i.e. time for implementation, tangible costs, acceptability to management)

Include two or three possible alternative solutions

Evaluate the pros and cons of each alternative against the criteria listed

Suggest additional pros/cons if appropriate

Identify who, what, when, and how in your recommended plan of action

Solution and implementation should address the problems and causes identified in the previous section

The recommended plan should include a contingency plan(s) to back up the ‘ideal' course of action

Using models and theories, identify why you chose the recommended plan of action - why it's the best and why it would work.

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Marketing Management: Identify and link the symptoms and root causes of the
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