Case study write-ups must include the following sections:
Introduction/Background: Introduce the case and provide brief background details to help setup
your analysis. This is also a good time to tell your reader how you plan to
Analysis: Provide data or other analysis to arrive at an informed recommendation or
recommendations.
Recommendation(s): Provide the reader with your recommendation(s) based on your wellreasoned analysis from the prior section. Be sure that the reader can follow your recommendations
from what you did in the Analysis section.
In addition, case study write-ups must be formatted using standard font sizing (11), margin sizing (1 inch),
and line spacing (not more than double spaced). Guidelines for completing the case study write-ups will be
available on the courses Blackboard site.

Case file and Case Study Questions are attached below please follow questions while writing

The Positioning of Brands
Brand equity is a vital part of an organization. You will analyze an established company to
understand the factors influencing recognized brands and identify ways to influence change.
Course Objectives
Design effective marketing programs by selecting an appropriate product, price,
promotion, and place strategies.
Enhance the ability to make ethical decisions which apply to a marketing arena.
Directions:
1) Save and print the Module 3 Analysis-Application PDF.
2) Create a presentation of 15-20 slides. Follow APA (6th editon) format for the references and
in-text citations.
3) Follow the directions to submit the presentation.
Step 1. Locate
Go to the Interbrand website found on the Learning Objects page and locate McDonalds
research information.
Step 2. Analyze
Analyze the reasons McDonalds has seen a decline in its brand value for the past several
years. Identify McDonalds positioning strategy. What differentiates McDonalds from its
competition?
Step 3. Create
Create an online presentation with 15-20 slides addressing the loss in brand equity
and the positioning statement for McDonalds. Identify any recent changes the
company has made to combat a decline in revenues.
Use online presenter resources compatible with Canvas. Include an introductory summary slide
and a references slide. Submit the presentation as a PDF. Include a link to the online version in
the comments box. Use APA to cite two or more peer-reviewed references in addition to
websites.
Marketing Management
2018 American College of Education 2
Step 4. Add
Add to the presentation in Step 3 ways to reposition the McDonalds brand? What changes
would you make to the menu? How would you attract more millennial consumers in the future?
Include a reference slide.
Step 5. Share
Upload a copy of the presentation and include a link to the online interactive version of the
comments section. Share the link with your peers in the Coffee Chat

The Value of Segmentation
Customer relationships must be established and maintained as defined by the target market.
You will use an executive summary to implement a segmentation and customer relationship
management strategy.
Course Objective
Analyze concepts and techniques relevant to marketing decision making, with an
emphasis on creating, capturing, and sustaining customer value.
Directions:
1) Save and print the Module 2 Application PDF.
2) Create a 1-page executive summary in a Word or text document for your response. Use 12-
point Arial or Times New Roman font. Follow APA (6th editon) format for the paper, title
page, references page, and in-text citations.
3) Develop an introduction and conclusion for your paper.
4) Follow the directions to submit your final Word or text document.
Step 1. Brainstorm
For the company you selected in the Module 1 assignment, brainstorm ways to develop a
segmentation and customer relationship management strategy.
Step 2. Develop
Develop an executive summary describing the segmentation plan and ways to implement it.
Identify the target market, the segmentation strategy used, and what tools will improve
relationship management with the end customer base. Include a SWOT analysis (analysis of
Strengths, Weaknesses, Opportunities, and Threats).
Step 3. Address Importance
Address the importance of the segmentation strategy and CRM tools you recommended. In
other words, why should the organization implement the proposals you have suggested?
Step 4. Compile
Compile all content in a 1-page PDF. Use a high-quality template to organize the layout such as
the one found on the Learning Objects page.

Title Page – not included in page count
Introduction – (approx. 250 words)
1-page Executive Summary (again, 1 page)
Conclusion (250-300 words)
Reference Page – not included in page count