What the Heck Just Happened?!

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What the Heck Just Happened?!

A Marketing SNAFU Case Study

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This project has two (2)
separate parts and is valued at 130 total points.

Part
1:
Choose a company that, in your opinion, experienced a “major marketing
challenge” i.e., product failure, product or service misrepresentation,
fraudulent sales situation, price related problem, etc.

  • DUE Monday, January 22nd: 25 points
  • Project Topic – Brief
    description of the company and/or the problem
  • One-page outline of the project, submit through Bb/assignments

Part
2: After
receiving approval for your “marketing SNAFU” project, conduct the necessary
research to answer the following questions in detail: 

1.   Explain the problem in detail – 

a.    What the heck just happened?!

b.    Who or what was affected and
why/how?

c.    What was the marketing
challenge because of the incident?

d.    How did the problem affect the
company’s brand?

e.    How did customers respond?

2.   What did the company do to address the problem? 

a.    Did the company’s initial
response help or hurt the situation?

                                         i.    Was the initial response timely
or was there a time lag?

b.    What were the short-term
affects?

c.    Predict eh long-term affects

3.   What do you believe the company did right? 

a.    Why do you feel this way?

4.   What do you believe the company could have done better? 

a.    Would you have done something
different?

5.   Conclusion – Putting it all together i.e., what lesson/s did you
learn?

Project requires the following: 130
Total Points

  • APA or MLA is acceptable IF
    properly formatted
  • JHBC-Writing Center Proof of
    Assistance – 25 points
  • Make an appointment to review your finished draft PRIOR to submitting.
  • Proper formatting (MLA/APA)
    – 10 points
  • Regardless of format
  • Executive summary – 10 points
  • 1,500-word discussion of the topics – 50 points
  • Reference page – 10 points
  • Properly formatted

 

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