Using segment/customer needs analysis to make product design decisions and associated tradeoffs. The case brief should only include:

• Alternatives - two un-chosen alternatives with pros/cons analysis. The alternatives should include a brief one sentence or headline description of your strategy; followed by a one paragraph (or series of bullets) that offers a more detailed description, and then pro/con analysis. Include a proper Mason-­-Mitroff conclusion for each unchosen alternative (This is CRITICAL).

• Recommendation - your first choice strategy with same elements as described above under alternatives.

• Implementation plan - Details on how you will implement your recommendation (not for each un-chosen alternative). This should take into account the elements of the simulation over which you have control - so be sure you understand that. We expect this section to be more detailed than a normal case brief.

• MAXIMUM LENGTH of this part is TWO PAGES.

• NOTE: there is NO problem statement, NO situation analysis, NO extras or spreadsheet. While I encourage you to perform that analysis on your own, you do NOT need to report it in the case brief.