Case 2 Due March 24, in dropbox by 11:55 pm (15%)

Objective: To analyze a Marketing Management case. The case will come from Harvard Business Publishing. You are to act as a Marketing consultant and give advice to the company and/or person that has to make an important decision. Use marketing terminology and what we have learnt to date in the course. This will enhance your grade.

Instructions: You need to create a Harvard Business Publishing student account in order to access the case. A print function will be available. The cases need to be purchased from Harvard. A link will appear in Moodle as to where you can download the case and register at the same time if you haven’t already for other courses.

Please use the following Headings

Identify the Marketing Decision 5 marks

Issues contributing/complicating Marketing Decision (secondary data) 15 marks

Alternatives (3) plus pros and cons of each (secondary data) 15 marks

Recommendations (secondary data) 15 marks

Professionalism and References (up to 15 marks deducted) -15 marks

Case analysis requires effort to have synergies, good concise writing skills and sourcing. This will prepare you for writing a good marketing plan. Remember you are acting as a Marketing consultant and are trying to give advice to the company and/or decision maker not repeating information they already know.

Submission: Your submission should be no longer than 4 pages of analysis and no smaller than 11 font, double spaced. If you go over this page amount, you will be deducted. You can include up to 3 appendices of your analysis. You are to use APA referencing style. You should include:
1. Title Page
2. Content
3. Appendices (Crunching of Quantitative or Qualitative Information)
4. References
5. Page Numbers (always)

CASE ANALYSIS HINTS: Class discussion and individual case submission.

Do more Analysis and don’t just repeat case information. Yes, at times you do repeat some information, but focus on the Marketing issues and the difficult decision being made. Act like a Marketing consultant
Marketing Problem/Decision: (5 marks). This should be “gimme marks”. Very brief but covers what the case is about especially from a “Market” and “Decision Perspective”. Identify who is making the decision. Usually 3-4 sentences at most.
Issues: (15) Identify the decision maker’s main Marketing issue and any other Marketing issues you see. Use Marketing Terminology from the textbook. Sometimes there is one or two major issues however there are some supplementary issues like the 4 P’s or the market you are trying to satisfy. This is usually 2 paragraphs. You should do some secondary research here-not into what the company actually did.
Alternatives: (15) Here you list the Decision Makers choices. It should flow from your Issues statement. You should list three alternative decisions. If the case already has alternatives you can list that as one alternative. You should list the pros and cons of going with each alternative. This is usually 3 paragraphs and nicely organized for the reader to see the three different alternatives you came up with. Again, you may need to incorporate some secondary research here to compare this company to others in the industry.
Recommendations (15 Marks) This is where you need to make a choice and substantiate it with evidence. I am not so concerned about the right choice but a choice that flows from your prior analysis. This is the best section to use outside sources of decisions made by other companies and the outcome. Implementation should have some timelines attached to it. This wraps everything up and it justifies the Marketing Problem that you identified earlier. This is usually 4-6 paragraphs.
Grammar, Research (15%). I am mostly concerned about the flow of your analysis. Is it logical and synergistic or is every section unrelated?
Don’t do research outside of the case and into the current industry because Case Analysis has to do with the decision at the time. Do not look at what the company actually did and let it influence your alternatives and solutions. What you can do is in your recommendations section use decisions that were made in Marketing (successful or not) that will help with the decision at hand. Marketing theory that you may find through academic journals may be good sources too.

Case:

A 25-year-old male presented at our emergency department complaining of agitation, aggressiveness, delusion, and disorganized behavior that developed within a day after discontinuation of Internet use. Five days prior to his emergency room admission, he abruptly quit an online game that he had played daily for 8 to 12 hours for two years, partially of his own will and partially due to his parents’ persuasion. However, he immediately became anxious and agitated; he could not concentrate or sleep. The next day, he still felt agitated and sometimes lethargic, and he reported watching a TV program that told him that electromagnetic waves could cause sexual dysfunction. This caused him to become excessively anxious and preoccupied with the idea that he had problems with erection. He reported removing all electronic cords to his computer and other electronic equipment and wandered around worrying about sexual dysfunction. He asked his sister to have sexual intercourse with him and demanded that his father follow any orders he made. On the day of admission, the patient waited behind the door of his house to ambush his father and he attacked his father with a knife, leading to an actual injury.
At the intake interview, he demonstrated continued persecutory delusions (i.e., the electromagnetic waves made him impotent), impaired reality testing, and psychomotor agitation. When describing his sexual problems to a doctor, he removed all of his own clothes.
Laboratory tests, including drug screening and a brain computed tomography (CT) scan, revealed no abnormalities. He denied any personal of family history of mental illness. Although he showed a decline in psychosocial functions, such as difficulty maintaining a stable job and disturbed a sleep-awake cycle due to excessive gaming, there were no suspected previous psychiatric morbidities except IAD.
We began a rapid titration of quetiapine up to 800 mg to control his impulsivity and psychotic symptoms. We observed rapid improvement of symptoms within four days of treatment initiation. At first he claimed that he was not able to remember what had happened, but he gradually began to remember and explained his behaviors. He said that he became extremely anxious and restless within a short period of time. Without noticing, he was overwhelmed with the idea that he was sexually deficient for no specific reasons. He also acknowledged hearing voices of women and men after withdrawal from using the Internet, but could not remember the content. On the fifth day of admission, he had no psychotic symptoms and reality testing was intact. He became logical and relevant. A full psychological assessment was performed on the seventh day of admission that indicated no evidence of psychotic or mood symptoms. After two weeks of inpatient treatment, he was discharged.
Since high school, the patient played online games for approximately five hours a day, either at home or at a PC bang (Internet café). However, two years ago, as he became more skilled at a massive multiplayer online role-playing game (MMORPG), called Lineage 2, he was able to collect many game items that could be exchanged for money. Hence, he spent an increasing amount of time more than 8-10 hours a day. During that time, he sometimes spent a day without eating, talking or sleeping. Of his own volition, he attempted to cut down his time spent gaming, but always failed. He said that the game gave him a sense of satisfaction and self-esteem, and it made him feel as though he was “being a god.” He described playing the game as better than talking and meeting people in the real world.
He fulfilled the diagnostic criteria for IAD as described by Goldberg:7 tolerance for excessive time on the Internet; withdrawal symptoms (psychomotor agitation, anxiety, and irritability); craving and failure to decrease or discontinue the use; continued use despite negative life consequences; and social and occupational impairment.
Six months after discharge from the hospital, he is currently employed with a part-time job and has remained on a small dose of medication (quetiapine 12.5 mg) for sleep. He has not played the online game since admission and has not shown any signs of psychosis.

Kantianism
Categorical Imperative 2
Rational Agents:
Goal:
Means:

Conclusion:

Social Contract

Rational Agents

•?The citizens of US
•?Foreign countries and citizens
•?The NSA
•?The NSA’s partner corporations
•?The Whistle-blower (Snowden)

Conclusion: