Topic 1. Launching a new business

There are four main stages in most case analyses; each stage needs at least one paragraph and often requires more. Note that each paragraph requires a topic sentence. Background information: This opening section gives the information necessary for the reader to understand what is happening. In this section, you must provide a clear summary of the information rather than a detailed account of it. What are the key issues involved? Are the people involved in the situation able to act freely, or are there limitations on their actions? Is there any other information you would like to have but which is not available? Your ability to clearly summarize this information is an indication of how well you understand the situation. Analysis: What is happening, and why? You must clearly define the problem. Why is there a problem? What is the cause or causes of the problem? What will happen if the current situation does not change? Use the information from the background data to support any arguments you make. At this stage, however, remember that you are only analyzing the data; you are not making suggestions or recommendations. Also evaluate the data. Is there more than one way of looking at the situation? Try to provide a balanced analysis or discussion, without judging. Solutions: There is probably more than one possible solution to the problem. Evaluate the advantages, disadvantages, and probability of success for each possible solution. For instance, a possible solution may require substantial financial resources, but if the business is not financially stable, then spending a lot of money to fix the problem is not going to be an option. You probably need to consider various constraints in terms of resources, money, people, and company structure. Recommendation: Which of the solutions is the most viable? Why? What positive outcomes should be expected from this solution? Are there any possible negative impacts? Can the solution be implemented?Your case study should address the four specific questions asked here as well the more general questions suggested under background information. Pay particular attention to the marketing questions posed.

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