Reference no: EM13817

Case Assignment

2012年2月1日，新闻报​​道散发了苏珊·科门（Susan G Komen）的治疗方法，决定通过对计划的育儿进行赠款来停止资助临床乳房检查，理由是国会对该组织进行了国会调查。这项决定是在11月下旬安静地做出的，并在12月中旬通知了计划生育。随着故事的破裂，科门发现自己处于争议中。一夜之间，该组织面临严重的批评（并有些赞美），因为这个故事通过电视和报纸以及Facebook，Twitter和其他社交媒体而兴起。

Assignment

1.通过阅读有关该主题的大量文章，以及有关帮助您了解每个品牌以及每个品牌为什么有效的文章来进行研究。

2.确保您可以在主题报道中回答以下问题。这些是您应该指导分析和理解的重要项目。

3. Identify the problem statement. The case analysis should begin with a very brief description of the background and key players in the scenario. This description provides a context for the problem. Insure you state the problem at hand as directly and simply as possible.

4.做一个全面的分析和评估。Identification of ALL important issues which include but are not limited to the following: segmentation, target market, branding or brand equity, product or service, promotion, pricing, and or place. PLEASE NOTE, IT WILL NOT BE ALL OF THESE. You should use information presented in the case, the text, concepts, theories, and/or past empirical research reported in the text to understand why the problems and issues have developed and why they are important. The analysis of each issue should be developed to provide the necessary background to lead to defining one or more reasonable alternative solutions to the problem.

5. Identify recommendations. Recommended actions will evolve out of your analysis of the issues. Decide what should be done (or what should have been done). Be very clear on WHY you have chosen this action. Justify your decision with facts from the case and concepts FROM TEXT. Use sound analyses and reasoning.

6. Lastly, write your executive summary. An executive summary is writing the key details in a narrative that is WRITTEN LAST, BUT APPEARS FIRST in any document. This should define the problem, identify and expound on the key facts and analysis, and finally provide an outline with details of your recommendations.

Questions that should shape your understanding and writeup.

- Who has been the target market(s) for Susan G. Komen? (Who do they service and who are their biggest donors?)

- Who has been the target market(s) for Planned Parenthood? (Who do they service and who are their biggest donors?)

- 确定Susan G. Komen品牌战略和品牌元素（请使用文本第11章或其他章节来表达这一点）

- SGK可以用来增强其品牌的Susan G. Komen的产品和沟通策略有哪些？

- Examine SGK's website. Can you determine why they have a s strong corporate reputation?

- 对比SGK（与其他原因营销公司）品牌战略和沟通。

Evaluate the case using the rubric using the sections are required but you may use other headings should you desire. Papers are to be submitted directly to the DROPBOX as a Word attachment and www.turnitin.com. Late projects will be heavily penalized. The maximum pages for the paper should be no more than 8 content pages (not including cover page, reference page and appendices), using Times New Roman, 12 point font, and APA. However, I prefer single space, but it is your option to use single or double space. The same page limit applies. I do not want papers longer than the amount specified (quantity NEVER equals quality). In addition, you should cite at least 10 credible ARTICLES THAT HAVE AUTHOR'S NAMES. You are required to use APA format for the entire paper. No paper will be accepted for grading if the turnitin.com percentage is greater than 30%. Please go to Doc Sharing for the cases not in the text.

Case analysis must be typewritten and please use APA format (I prefer single spacing as the only exception). You may include exhibits or appendices in your write-ups. Exhibits and appendices do not count toward the page limit. The format for the written case analyses is as follows:

1.执行摘要（20％）。这应该定义问题，确定并阐述关键事实和分析，最后提供您建议的详细信息。

2. Problem Statement (10%). The case analysis should begin with a very brief description of the background and key players in the scenario. This description provides a context for the problem. Insure you state the problem at hand.

3. Analysis and evaluation (50%). Identification of ALL important issues, use information presented in the case and concepts, theories, and/or past empirical research reported in the text to understand why the problems and issues have developed and why they are important. The analysis of each issue should be developed to provide the necessary background to lead to defining one or more reasonable alternative solutions to the problem.

4.建议（20％）。建议的行动将从您对问题的分析中发展。确定应该做什么（或应该做什么）。非常清楚您为什么选择此操作。用案件的事实和文本概念来证明您的决定。使用声音分析和推理。