Read the case: Apply Pay and complete case analysis.
Discuss the following:
1) Briefly summarize the key marketing strategy issues in the case that are still relevant
TODAY in addition to contemporary issues you find via research;
2) Make thorough recommendations on how the issues should be handled;
3) Provide a justification for the recommendations.
Case write-ups should be at least 3 pages, double spaced, 12 font size in Times New Roman.
The case analysis should be approached as if you are a marketing manager that has been asked to
present three long-term strategies to the board of directors of the brand/product in question.
Based on your understanding of the case AND external research on the CURRENT situation,
what are the three best strategies to revitalize this brand/product to the same target market and/or
alternative markets? Please do not limit yourself to the specifics of the case when formulating
your strategies. Think ‘BIG PICTURE’ (internal/external factors, complementary
products/industries, sustainability, etc.).
Strategic recommendations should be measurable and broad enough to encompass the direction
of the brand for at least 5 years. At the same time, the analysis should explain in detail the logic
and process behind implementing such initiatives.
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