Overview
➡️Overview：The write-up should identify the most critical issue(s) in the case and recommend a plan of action to deal with these issues. Your most critical decision is: Which distribution strategy will you choose? The case lays out three options from which to decide. Write-ups should include:
1. A situation analysis of the three C’s (Competition, Company, Customer).
2. A well-justified strategic plan (Segmenting, Targeting, and Positioning).
3. The specific tactics (Four Ps) that will be relevant will vary as a function of the specifics of the case.
➡️Grading：The write-up must not exceed two pages (single-spaced, 11-point font or larger, at least 1’’ margins on all sides of the page). A one-page statistical appendix may be included, but good write-ups usually do not need it. The appendix must adhere to the margin and font size requirements. Feel free to include tables in the text to enhance readability. Tables must adhere to the margin and font size requirements.
Point distribution:
- Situation Analysis: Three C's (5 points)
- Segmentation, Targeting, and Positioning (5 points)
- Four P’s (10 points total, 5 on Place）
➡️Instruction:The case you have been assigned is: “Natureview Farm”. Read the instructions below and the case before writing your analysis.
Situation Analysis: Three C's
Provide a complete situation analysis for Natureview Farm by clearly, and briefly, outline the 3 Cs. The 3 Cs will feed into your recommendation for Natureview Farm’s distribution plan.
Segmentation, Targeting, and Positioning
The case describes several data points about customers’ buying behavior. Please provide a clear segmentation analysis as well as specific recommendations for targeting and positioning for Christine. Be sure to justify your target choice with both qualitative and quantitative arguments.
Four P’s
Do the recommendations flow out of the STP analysis?
Using the data that you have and the recommendations from you team, what is your plan to help Christine increase revenue by 50%? This is a distribution case, so please make sure that your distribution recommendations build on your analysis earlier in the case.