Case Analysis Home Assignment
Exam : Case Question
You are the Vice-President of Marketing at Veterinary Pet Insurance (VPI). Read the case on page 167 as a starting point. Then, drawing upon your learnings about marketing strategy and marketing research methods discussed in your text, lectures, and following the format in the Coop case study, please design and describe a marketing research project that you would recommend to management that would help solve a business and marketing problem that you identify at VPI.
Instructions
Please answer the case question in a comprehensive way at the graduate level using applied examples to illustrate your key points. A typical paper is 5 pages, but no more than 10 pages. Include charts, graphs, tables and a bibliography (not counted in page length).
Outline of Paper
An outline of the paper is provided below. You may use text, lectures, the Coop case study and any independent research on VPI (i.e. Google search, library resources, etc.). Remember of use appropriate citations and add a bibliography to your paper.
1. Company background, environmental analysis and SWOT (table and analysis).
2. Business problem (symptom): Identify and discuss.
3. Marketing hypotheses (causes): Focus on one or two strategy issues (marketing mix), implementation and/or post purchase issues as discussed and presented in the Coop case study. Discuss why you believe these are important marketing issues that need study and research. Refer to the Coop case study for ways to discuss these issues.
4. Marketing Research Recommendations: Offer your recommendations for testing your market hypothesis. Utilize text and lecture materials to describe and discuss the strengths and weaknesses of your study design and selected methods.
Build a case as to why you believe this is the best method for test your hypotheses. See the managers recommendations in the Coop case study as examples.
Case Details :
https://www.dropbox.com/s/49hj3jtuwdrn99r/Case%20Marketing.rar?dl=0