16 Jun Case Analysis: USA Today This Week’s Case USA Today: Innovation in an Evolving Industry Write an analysis paper on the USA Today case study. Within your paper be sure to answer the following questions: 1. What opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to these opportunities? Answer the same questions for USAToday.com 2. How has a continuous strategy of marketing innovation proved successful for USA Today as it looks toward its future? Explain. 3. Based on USA Today’s experiences with print and online news, evaluate the long-term potential of printed news and the newspaper publishing industry. Do you believe printed newspapers will continue to survive despite digital competition? The requirements below must be met for your paper to be accepted and graded: • Write between 750 – 1,250 words (approximately 3 – 5 pages) using Microsoft Word in APA style.
Assignment Purpose:
In Assignment 2, students are provided a business scenario. Gleaning information from the scenario, students will create interview questions for candidates applying for the new Vice President position within the organization. In completing this assignment, students will demonstrate their knowledge, skills and abilities to apply 21st century leadership skills to a real-world situation. Students must show that the candidate must be prepared to be a leader within the context of the organization and its growth into the international market.
Assignment Scenario:
You are the leader of a medium size organic cereal company known as “Cereal Stuff “. The vision statement is: “To provide the world with cereals and good stuff that it can make.” You want to expand your business to the Canadian and Mexican markets and develop a new related product containing quinoa that some of your customers have wanted you to make. You have decided to take on a new vice president to spearhead the expansion. Your business is set up horizontally with each department in charge of their decision making. Department heads are all vice presidents and they form a team that works with you to lead the company business efforts and to keep the business moving forward. The departments include: production, quality control and product development, finance and accounting, and marketing and sales. The new vice president will be head of the new marketing division. The business has a culture that is best described as an adhocracy. You are hoping to move toward a more democratic culture. The business values include only using quality organic foods, the customer needs are first, and sustainability in production processes and packaging.
Assignment Instructions:
Step 1: Review the assignment instructions carefully.
Step 2: Create a Word or Rich Text Format (RTF) document that is double-spaced, 12-point font. There is no set format to the paper but students should organize in a manner that is easy for a reader to understand so it is important to make a clear presentation of the questions and the reasons for the questions;
Step 3: Review the grading rubric for the assignment
Step 4: Follow this format:
• Title page with title, your name, the course, the instructor’s name;
• Introduction paragraph (must include a discussion on the general type of candidate the CEO wants and why);
• Body, in paragraph form:
• Number each question ( no fewer than 10 questions);
• Under each question identify through labels why you are asking the question based on the reading material from the class and then in separate paragraph the answer you want as a response again based on the reading material from class.
Step 5: In writing a formal paper it should be done in the third person. What this means is that there are no words such as “I, me, my, we, or us” (first person writing), nor is there use of “you or your” (second person writing). If uncertain how to write in the third person, view this link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third-person
Step 6: In writing this assignment, students are asked to support the reasoning using in-text citations and a reference list. A reference within a reference list cannot exist without an associated in-text citation and vice versa. View the sample APA paper under Week 1 content.
Step 7: In writing this assignment, students are expected to paraphrase and not use direct quotes. Learn to paraphrase by reviewing this link: https://writing.wisc.edu/Handbook/QPA_paraphrase2.html
Step 8: Write down or highlight key facts from the interviews. Consider making an outline to capture key points in the paper.
Step 9: In your paper, respond to the following elements of leadership:
• Develop questions that are reflective of what skills a leader should have to run a new department on an international basis;
• Create questions that considers the 21stbusiness landscape, the role of the leader, leadership styles, the need to bring trust to the corporation and globalization;
• Utilize nonstandard questions for an interview- you want to discuss leadership and not where the candidate views their future in five years.Remember that the candidates have been vetted and are experienced professionals so give the candidate credit for basic tools of leadership.Focus on what the CEO wants in a candidate for his company;
• Evaluate the remarks of the candidates as to how their leadership style, and skills in a global market and with sustainable products, will fit the organization and the business landscape of the future as the CEO perceives it.
• Compare the leader’s views and contrasts them with the reading for weeks 1-6.
NOTE: In the case of using a personal interview with a business leader, the questions must be cleared with the professor ahead of time and added to the paper as appendices.
Step 10: Create the introductory paragraph. The introductory paragraph is the first paragraph of the paper but is typically written after writing the body of the paper (Questions students responded to above). View this website to learn how to write an introductory paragraph: http://www.writing.ucsb.edu/faculty/donelan/intro.html
Step 11: Write a summary paragraph. A summary paragraph restates the main idea(s) of the essay. Make sure to leave a reader with a sense that the paper is complete. The summary paragraph is the last paragraph of a paper.
Step 12: Using the grading rubric as a comparison, read through the paper to ensure all required elements are presented.
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