MKTG1000 Group Case Study

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Group Case Study – 10% of final grade

Objective

To research and critically analyze marketing strategies and apply marketing learnings to the situation/topic provided, and use the data gathered in research to support your conclusions.

CASE – Canadian coffee retailer, Second Cup, despite having great success over its 40-year history, has been struggling in recent years not due to lack of consumer interest in coffee.  Why is Second Cup now fighting to survive?

Students will work with their assigned groups.   The case is a factual business issue. Group members are required to research using various sources (no Wikipedia) such as magazines, newspapers, online articles, journals etc. to prepare and write the case report utilizing the headings provided in the ‘Case Structure’ below.

The case is marked out of 25, as indicated below

How to submit: NEED to bring a double-sided printed and stapled hard copy of the case report to the class on the due date of submission as well as submit an electronic copy via Blackboard by 12 noon on same due date.  Only ONE group member should submit on Blackboard, clearly specifying on cover page the Course Section (e.g. MTKG 1000 0LA), Group #, and full names of group members. 

NOTE:  Academic integrity is critically important and will be checked.  Plagiarism is a serious offence and will be treated accordingly.  Please be sure to record and report all key sources used for research. 

Referencing:   Do not copy-paste any information from any source. You are required to analyze and paraphrase your research and expected to provide at least 8 references for the case report. Use APA style for References with in-text citations and complete References on last page. Please visit Humber Library website to see guidelines on APA referencing:

Do not forget the cover page (show names of all group members) and use 12-point font, Arial or Times New Roman, 1.5 line spacing and page numbering for your report.

Please note –

1. Late assignments will receive a deducted grade.
2. All members of the group will receive the same mark. It is your group’s responsibility to manage the workload distribution.  If the contributions of members are deemed substantially unequal, members will receive marks based on their contribution.  Hence, be responsible to your group and accountable for your work.
3. Please follow the structure mentioned below along with the clear headings and sub-headings for all the cases. Your report will mainly be in paragraph form (use headings and explain). Make sure you proofread and edit your report for its writing quality – structure, flow, grammar, spelling and punctuation.

CASE STRUCTURE (8-10 pages) – Note: please be sure to actively apply marketing concepts and terminology learned in the course in your report.  Throughout report, please bold where you are using key marketing terms and concepts.

1. Introduction – Introduce the company – brief history and key marketing related info; provide a SWOT analysis of the company/products in a bullet point tabular form (minimum 3 key points in each with detail); your analysis about the market situation of the company (what is happening in and around the company) in the given time period – 2 pages – 5 marks
2. Main Problem/Issue(s) – Explain the key issue(s); causes that led to the problems/issues; Consequences of the problems/issues – 1-1.5 pages – 4 marks
3. Remediation – What was done to attempt to solve the problem? Was the remediation successful – why/why not? Focus and depth are key for this section – 2 pages – 5 marks
4. The Present – Current state of the company? Any new issues? Your perspective and recommendations on what the company should focus on in their Marketing Strategy in the future. 1-2 pages- 5 marks
5. Conclusion – What do you draw from the entire case – Summarize the key marketing lessons learned from the case – 1 page – 3 marks
6. References (minimum 8 references) and quality of research, including proper APA in-text citations – 3 marks

TOTAL MARKED OUT OF 25