Brands Organizations and Strategies MK-222 Local Lion Coffee Shop: Marketing Strategy Case Writing

1. Case Learning Objectives: The written evaluation is to provide a recommendation to Local Lion
   Coffee Shops about the key decisions they should make for brand strategy and brand tactics
   including:
   • Understand differentiation and brand positioning to create value for stakeholders
   • Understand brand equity and the impact on customer loyalty.
   • Understand the competition and positioning decisions.
     Case Writing Guidelines

• Page Length: Written submissions should not exceed 5 pages (exhibits aren’t included in
  page count). Writing format should be minimums of 12 pt. type with 1” margins and 1.5
  spacing.
• Sources/Citations: No preference on citation format. If referencing class materials use name
  of article and page number. See Emerson Library Guide for citation recommendations:
  http://guides.library.emerson.edu/citation
• No external research is required for case write-ups. However, you may use 3rd party data
  from the timeframe of the case to support your analysis.
• Students should keep their analysis to the timeframe the case is taking place.
• Class concepts and elements of the marketing plan should be used to support and strengthen
  your analysis as exhibits.
  Primary Assignment:
  You are to write a recommendation to Local Lion Coffee Shop’s management team on the brand
  strategy and tactics they should pursue to align their offerings with market needs and position the
  brand for growth. Specifically you will identify and make recommendations on the following:

• The main decision(s) Local Lion must make to be successful
• The ideal target audience(s)
• The Ideal positioning and differentiation points for Local Lion
• The ideal brand and service tactics.
• The analysis should consider the ability to maintain and deliver Local Lion core brand values.
  To make this recommendation you will need to analyze key elements of the marketing and brand
  plan currently in place at Local Lion Coffee Shop. Your written recommendation should highlight key
  changes to Local Lion’s brand strategy and tactics.
  .
  Rubric: This assignment will be graded on a 100-point scale. The assignment will be evaluated
  against the following criterion:

1. Executive Summary (5 Points):Clear identification of main case issue, a detailed description
of the current situation, the company’s goal and the proposed course of action(s)
(recommendation(s)).

1. Situation Analysis & Critical Question (17 points): A summary of the situation that Local Lion
   faces in making decisions. This section is an environmental scan of the Company,
   Competition, Customers, Collaborators, and Climate (referred to as the 5Cs,) and will provide
   a summary of the environment within which Local Lion will make decisions regarding its
   marketing and communication plans. Hint: The 5Cs is a tool that can be used and referenced
   to guide and organize your thinking before writing/presenting your recommendations. This
   section should end with the writer’s view as to what is the Critical Question of the case (i.e.
   what primary decision must the Local Lion management team make to optimize future
   success.)
2. Market Segments Target Audience(s) – Strategy (20 points) A summary of the market of
   coffee shops and the makeup of the more important market segments will be provided.
   • A detailed analysis of Local Lion’s current market segments
   • Includes examples and evidence from the case, class concepts and 3rd party research to
     validate segment and target audience recommendations.
3. Positioning and Differentiation – Strategy (25 points) :
   • A detailed analysis of Local Lion’s current positioning and differentiation.
   • Clear recommendations on changes required to Local Lion’s positioning and
     differentiation.
   • Includes examples and evidence from the case and class concepts to validate positioning
     and differentiation recommendations.
4. Tactics (7-T’s or Marketing Mix) – (25 Points)
   Required analysis of the brand and service tactics. Other tactics are optional and should be
   used to enhance and connect your analysis
   • A detailed analysis of the current brand and service tactics.
   • Clear recommendations on changes to the brand and service tactics.
   • Includes examples and evidence from the case and class concepts and 3rd party research
     to validate brand recommendations.
5. Conclusion (5 Points) : Summarize your recommendations for Local Lion on the best way to
   grow the brand, keep business steady and maintain customer loyalty. Include clear
   recommendations for the ideal target audience, positioning and differentiation points Local
   Lion should implement. The analysis should consider the ability to maintain and deliver Local
   Lion core brand values.
6. Writing Mechanics (3 Points): Demonstrates clarity, conciseness and correctness; formatting
   is appropriate and writing is free of grammar and spelling errors. Assignment follows
   guidelines and directions.

Students should include relevant links to class concepts and reading materials in relevant sections of
their case write-up and through use of exhibits and the appendix to validate their understanding and

• Identification of the primary target market(s)
• Identification of target audience need(s)

• Makes appropriate and powerful connections between identified issues/ problems and
  the strategic concepts studied in the course readings and lectures
• Evidence from class readings and materials and 3rd party research should be used to
  support strategy recommendations.

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application of course materials to the case. To conduct this analysis, you should use key elements of
the Marketing Plan Handbook framework to develop your analysis and recommendations.