. Problem Statement: What is the key marketing management problem/opportunity the decision-maker faces in the case study? Don’t confuse symptoms with problems: think of problems as causes and symptoms as effects. Include sufficient context to frame the problem. The problem statement should be one to two paragraphs.
2. Alternative Evaluation: What could they do to address the problem? Prepare a list of alternatives and discuss the advantages and disadvantages of each option using qualitative information and quantitative analysis based on the case. Include all assumptions. The alternative evaluation should be the majority of your write-up.
3. Recommendation: What should the decision-maker do and why? Recommend a specific course of action and steps to take to solve the problem. The recommendation should build on your alternative evaluation, be supported with information from the case and your analysis and clearly explain any trade-offs.