Question Unit 2 Assignment: Case Study

Unit 2 Assignment: Case Study

Read the Smokey Bones & Fire Grill case study on page 673 of your textbook.

This case study illustrates how a declining brand utilizes a new advertising agency to increase traffic and sales by means of a new positioning strategy.

Write a 3–4 page paper (plus Cover page and References page and using APA formatting) utilizing the following format to analyze the case:

1. Identification of the Issues
   • Identify the major opportunity/problem faced in this case.
   • Identify the major decisions that need to be made.
2. External Analysis
   • Evaluate factors outside the organization that should be taken into consideration when making a decision.
3. Internal Analysis
   • Evaluate factors inside of the organization that should be taken into consideration when making a decision.
4. Alternatives
   • Select possible alternatives to take advantage of the opportunities or solve the problems identified.
   • Evaluate the strengths and weaknesses of each alternative.
5. Decisions and Implementation
   • Propose a solution to the problem.
   • Defend your proposed solution by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible.
   • Explain how you will implement your decision.

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