Strategic Mistake of Brand/Marketing
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
Strategic Mistake of Brand/Marketing
Description / paper instructions
The topic I have chosen is JC Penney and the how the brand went down
during the CEO Ron Johnson and strategic mistake of brand/marketing.
Basically it has to be in kind of a story form, the prof said we need
to have two main characters in this case. Mentioning all the Marketing
P’s and some financials to justify the data. I will forward you more
documents and files after the order I place and explain you more
better with the instructions.Background and history, Introduction, market situation ( with all
parts) and Marketing problem statement.also appendix that support your evidence in case in the end if any.
Considerations when you write a case study
• Do your groundwork. Understand the product or service being sold and
research thecompanies on both sides of the deal. This can be as simple
as reading the ‘About Us’section on a company website, or their
company news page. You need some context forthe deal you’re writing about.
• Get some background. Try to get hold of the person who was on the
ground and made the deal and get them to tell you what happened. Get
some background so whenyou speak to the client you aren’t wasting their time with obvious questions.
Interview the right person. The real story will come from the people
actually involved in procurement, implementation and customer
relations. Avoid interviewing marketing or PR people, as they will
only tell you a repackaged story, which will sound hollow when you
write it up. You want the real customer, preferably a champion of your
product.Ideally, they have the authority to approve it, too. At
Articulate, we prefer to make first contact with this person,
interview them, get their feedback and their signoff. This way, every
contact builds a friendly, one-to-one relationship between us, the
writer, and them, representing the company. Too many cooks etc.Find the story. This is the crux of the case study. There has to be a
story: a strugglebefore, a journey to improve, and a benefit in the
present. This doesn’t always mean profits. It might be improved
employee retention, saved time or a new business model. The focus is
on what matters most to the person you interview. And make sure you
tell the real story – no inflated figures.Create a template. Once you have your basic story you can build a
structure. Most case studies fall into company biography, challenge,
process and benefits. Structures are there to emphasise the story, not
shackle it though. Tweak it to the story and give yourself four or
five subheadings.Clean it up. Don’t use too many marketing phrases or clich?d product
explanations –keep it human, but make sure you are referring to products correctly,
and types of implementation or acquisition in the right way. Keep the
story accurate. And be sure to include specifics.• Cut your copy. Cut out repetition, shorten quotes, and make sure
everything you write is vital to the story.• Go for the story, not the name. Most marketing people lust after the
hero case study that has the big brand recognition factor. The reality
is that these guys rarely want to give case studies and, if they do,
they rewrite everything and take a long time to approve it. Better to
find the willing customer with a good story. When it comes to PR, the
mostsuccessful case studies we’ve written have been about unknown,
niche companies with agreat spokesperson and a neat angle.
• Be specific. Details matter. Not only do they make the case study
more credible, they answer the reader’s questions.Speed is everything. Case studies have a short half-life. Technology
moves on. Companies change. Ideally, a good case study should take a
week from first contact to approval. If it takes longer, it increases
the risk that the case study champion will lose interest. It should be
a crescendo not an endless low humming.Attract, seduce & ask for help to the reader
i do not need a soultion as such for the case but to lay down details
for the readers in the case so that they can come up with the soltion
in the future. but provide like maybe 3 possible scenarios in the
conclusion for the reader to explore or find for solutions