Marketing Strategy
Problem Statement Rubric
Proper problem statements are constructed from an awareness of the realities of the business world. Reciting what the case gives you as a problem is wasteful. Discussing the history of the industry is probably not useful either.
The following rubric is based on the idea that the real world creates limits. That is: There are only so many marketing strategies that make sense given the real conditions.
Therefore, to quickly analyze any case follow the rubric to develop a complete Problem Statement:
- Identify the organization type, industry, and business orientation. Organizations tend to be either Finance focused, Production/Operations focused, or Marketing focused. If you think the organization has a different focus, or multiple foci, it would be smart to read the case more deeply.
- Identify the industry and product lifecycles. Lifecycle is not a fact, it is a tool for analysis.
- (If relevant) Identify the relationship of the SBU to the organization. Note: in some cases the organization and the SBU are the same. Think BCG.
- Discuss the competitive environment. Think 5-Forces Model.
- Discuss the resources available. Not just money, but things like patents, people, brand, channels, distribution systems, and workforce.
