Kody Low

Each student will prepare a mini-case about a marketing situation (current event). The assignment is to write a 2-page (double-spaced, 12-point type) report about your chosen article (news) and explain what is going on here, why it happened and what could happen in the future (to the company, competitors, customers, collaborators) based on marketing principles.

The reason for doing this is that I want you to start reading the newspaper, listening to news reports or looking at advertisements, etc. with an eye towards what marketing principal is being applied. This lesson is to help you read business articles with your mind thinking what marketing principle is being used here. Be sure not to just restate material from your source.

Since we will also be discussing the 22 Laws of Marketing by Al Ries and Jack Trout. I would like you to consider which of the 22 Laws are at work in the mini-case you are preparing.

The written case will be graded on the thoroughness of the information provided.

Recent examples for this assignment might be (be sure to search and find your own, DO NOT copy from these examples, find your own examples!!!):

Keurig Green Mountain Coffee merges with Dr. Pepper Snapple Group

Amazon acquires Whole Foods

JetBlue and Spirit Airlines seek to merge

Cereal sales decline at General Mills, but Yogurt sales increase

Sam Adams acquires Dogfish Head Brewing

Wendy’s, Denny’s and TGIFriday’s closing stores

Amazon lays off 1,000s as use of AI increases

Mall stores closing as online sales increase

Uber, Lyft rides increase as the sharing economy slows down automobile ownership

Chipotle has food safety issues

Chik-fil-A controversy with social issues

Paper follows APA formatting. APA requires we have a cover page, use 12 pt. Times New Roman font and double line space.

-Identifies an article describing a current marketing situation.

-Provides an explanation of what caused the marketing situation.

-Provide an evaluation of what you think will happen in this situation.

-Discusses the marketing law(s) at work in this situation

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