This is a marketing class. Write an executive summary for the attached case study – LEVI STRAUSS CANADA HOLDING an EMBER: The GWG Brand
Questions to address in Executive Summary:
In the Levi case, what should Klee do, take the brand back? If not, why? If she does, what next step should she take to build the brand back up?
Instructions:
Write up an executive summary to answer the questions using the guidelines for writing an executive summary as noted in the syllabus.
Click the link below to view the guidelines to writing an executive summary
Guideline for Writing an Executive Summary (below)
This summary should include the major points as related to this chapter.
Keep in mind an executive summary is meant for that busy executive who can only spend a few minutes with your project as there are many others requiring the same attention.
If you have a diagram or table that you think will help to clarify your point, include it in a page 3 appendix.
Prepare your answer in a text file such as .doc format and upload it using the option below when you are ready to submit it for grading.
Due by the end of Day 5 (11:59 P.M., your time zone).
Guidelines:
The executive summary is limited to no more than two pages, single spaced.
You have the option of including an additional page with a diagram or table to support your answer.
Memo format is acceptable.
Bullets are NOT acceptable.
Do not recite facts already presented in the case, unless they support a strategic implementation you are suggesting.
Remember to properly cite any reference material you have used.
No late submissions will be accepted.
Notes on Case Preparation
For the student, case preparation is a personal matter of developing an individualistic and intimate marketing problem-solving style. Cases are semi-structured problems, and problem definition skills are the main product of repeated exposure to these learning devices. However, even though there can be no formula for case preparation, most students seem to travel a general path which includes:
(1) Reading the case quickly; almost skimming it for the major issues and sense of its layout provided. One of the most important objectives of this quick reading is to get a sense of who the case protagonist is, and what his or her situation is like. For example, a grand recommendation to fire the Vice President of Marketing makes little sense if the case actor, the student, is advising is a junior brand manager.
(2) Rereading the case carefully, annotating, highlighting and distinguishing important information, omissions and questions raised by the reading.
(3) Deciding what the action issues really are. Is this case really about pricing or is pricing, while an important issue, symptomatic of some deeper management issue that needs examination and resolution?
(4) Deciding what analysis questions will inform the issue of what actions need to be taken. Can the data in the case be worked back to give contribution figures on each product in the line? Why do selling expenses seem to be so out of line as compared to the competitions numbers in this case? What is driving that product manager who insists that this little company not only can, but must, compete with Japanese competition?
(5) Answering these analysis questions as formulated, using the data available from the case and making clear and well-informed assumptions about necessary but missing information. For example, If they only had given me the trade margins, I’d know what’s going on. Well, it says on p. 21 that trade margins in related segments were about 23%, so if I assume they are similar here, then
(6) Choosing a course of action from the analysis, and explicitly considering and rejecting plausible alternative courses because of the analysis.
(7) Developing a plan by which the desired action may be achieved or implemented within the company, people and other constraints encountered in this situation.
(8) Testing the plan and the analysis before class against the analysis of others, informally, in a small group. In this way, accuracy of analysis and soundness of proposed action can be checked without the social risks a presentation in front of a large group implies. More important, in this way, the students can learn from each others thought patterns and problem definitions to improve their own thinking.
Notes and Tips
 Notes and tips are designed to give you guidance on particular case issues or analysis points.
 We are making decisions as of the time the case was written. Stick to the evidence in the case unless otherwise instructed. Do not spend valuable time doing Internet or library research on the company in a case. You’ll have enough work analyzing the case evidence!
 The case discussion questions suggest issues and analysis that will be addressed in the online discussion but these are not an exhaustive list of the issues in any case. If you see something relevant that isn’t covered, bring it up!
 Be sure to pay attention to the exhibits in the case; these often contain information that will be useful in analyzing the situation.
 Where you can quantify evidence, try to do so, making your assumptions and calculations clear. Even approximate numbers can help us understand the magnitude of particular issues in a given business situation.
Credit:ivythesis.typepad.com
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