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Posted: May 15th, 2023
Part 1: Case Study reports (1600 words total, each case 800
words) (20%)
This is an individual assignment. Students are expected to analyse and prepare a report for two
case studies. These case studies will be discussed during the seminars. No outside research is
required.
If your surname (i.e., last name) begins with the alphabet between A to L (e.g. Ali, Cheng, Jones, or
Leung) you will attempt the following two case studies
Case # 1: Azure: Building an Online Influencer Community for Growing Platform Business
Case # 3: KPJ Healthcare: service internationalization
If yoursurname (i.e. last name) begins with the alphabet between M to Z (e.g. Mohamed, Park, Singh,
Tan, or Wright) you will attempt the following two case studies
Case # 2 engageSPARK: ‘Democratizing’ Technology for Societal Good
Case # 4: Expansion to foreign markets: Usaflex
Case Study Report format:
You will submit both reports in one word document. Total word count for this part of the assignment
is 1600 words, with 800 words allocated to each case study. Please separate out the two case studies
– and start the second case study on a new page. Each case study will have the following sections:
1. Identification and justification of the main issues / problems
2. Comments on effective alternative solutions
3. Proposed best solution, justification and its implementation plan
1. Identification and Justification of the Main Issues/ Problems: (200 words approx.)
Identified problems should be such that the decision maker could address them and that actions
could be taken by the decision-maker to resolve them. A good problem definition keeps the case
analysis tightly structured because everything discussed after this point is related to the problem(s)
stated in this section. Each problem is stated in one sentence, and is NOT given in the form of a
question. There should be no more than 3 problems identified. Please provide justification for each
substantial problem identified.
Your justification of the identified problems should be supported by facts given in the case together
with the relevant theory and course conceptslearning in this unit as well asin other marketing units.
2. Comment on effective alternative solutions(alternative solutions already mentioned in the case
or proposed by you) (200 words approx.)
There is no one correct answer to any case analysis. As is the case in real life, there are more than
one ways to interpret a case and solve problems. The approaches, interpretations and
recommendations of different students will probably vary considerably. This provides a useful
opportunity to compare and discuss different analyses and alternative solutions, which is a common
practice in real life before finally recommending one solution.
3
In this section you need to identify at least two courses of action. As a rule of thumb, you should
identify two to three alternatives. Don’t present an alternative just to fill up the section. You should
carefully and concisely identify both the pros and cons for each alternative that you identify (in
brief). These are likely to be based mostly on the problems that you have identified. You might firmly
believe that one solution is best. Still, you should provide a balanced discussion of all alternatives
that you have identified. Use theory and concepts learnt in this unit or other marketing units that
you have completed to strengthen your answer where possible.
3. Propose best solution, justification and its implementation plan (400 words approx.)
Regardless of how many alternatives you propose, you should only present the most viable solution.
Spell out your recommended program of action for the best alternative solution that you are
recommending. Base your choice upon a critical evaluation of the "crucial" differences between
alternatives. Indicate how you anticipate overcoming potential negative factors associated with your
recommended plan of action. Don't repeat information from the alternatives section. Simply state
which alternative you think is best and why itis the best solution. Conclude with a strong call to action
(i.e., how you will implement your best solution that you are recommending). Use different theories
and concepts learnt in marketing to strengthen your discussion.
Part 2 Simulation Reflection (400 words) (5%)
Once you have run through the simulation (which are run either in Week 9 or Week 10), please write a
reflection of your simulation experience based on the following structure:
- Reflect and expand on the success/failings you experienced as you made your decisions.
- Reflect on the challenges that you faced when making decisions in the simulation
-Briefly (between 30 and 50words): how you can implement the key lesson (or lessons) learnt from the
simulation in practice.
____________________________-
Azure: Building an Online Influencer Community for Growing Platform Business
Identification and Justification of the Main Issues/Problems
The main issues facing Azure are:
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Lack of a strong online influencer community. Azure's platform is designed to connect businesses with potential customers, but it lacks a strong online influencer community to help spread the word about the platform. This is a major problem, as online influencers can have a significant impact on customer behavior.
Competition from other platform businesses. Azure faces stiff competition from other platform businesses, such as Amazon Web Services and Google Cloud Platform. These businesses have a significant head start in terms of market share and resources, and they are constantly innovating to stay ahead of the competition.
The need to build trust with customers. Azure is a new platform, and it will need to build trust with customers before it can achieve widespread adoption. This will require a strong focus on customer service and security.
Comments on Effective Alternative Solutions
There are a number of alternative solutions that Azure could implement to address the issues it faces. These include:
Building a stronger online influencer community. Azure could partner with online influencers to create content that promotes the platform. This content could be shared on social media, in blog posts, and in other online channels.
Investing in research and development. Azure could invest in research and development to develop new features and capabilities that will make its platform more attractive to customers. This could include developing new tools for businesses to use, or improving the platform's security features.
Focusing on customer service. Azure could focus on providing excellent customer service to build trust with customers. This could include providing 24/7 support, offering a money-back guarantee, and resolving customer issues quickly and efficiently.
Proposed Best Solution, Justification, and Its Implementation Plan
The best solution for Azure is to build a stronger online influencer community, invest in research and development, and focus on customer service. These three initiatives will help Azure to differentiate itself from its competitors, build trust with customers, and achieve widespread adoption.
To build a stronger online influencer community, Azure could partner with influencers who have a large following on social media. These influencers could create content that promotes the platform and encourages their followers to sign up for Azure's services. Azure could also offer incentives to influencers, such as free credits or commissions on sales.
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To invest in research and development, Azure could create a dedicated team of engineers and designers who are responsible for developing new features and capabilities for the platform. This team could also be responsible for improving the platform's security features.
To focus on customer service, Azure could create a dedicated team of customer service representatives who are available 24/7 to answer customer questions and resolve issues. Azure could also offer a money-back guarantee to customers who are not satisfied with the platform.
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The implementation plan for these initiatives should be comprehensive and well-thought-out. Azure should develop a timeline for each initiative, and it should identify the resources that will be needed to implement each initiative. Azure should also track the progress of each initiative and make adjustments as needed.
Simulation Reflection
In the simulation, I experienced both success and failure. I was able to achieve a high level of customer satisfaction, but I was also unable to keep up with the competition. I learned a number of valuable lessons from the simulation, including the importance of:
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Focusing on customer satisfaction. Customers are the lifeblood of any business, and it is important to focus on providing them with a positive experience.
Staying ahead of the competition. The business landscape is constantly changing, and it is important to stay ahead of the competition by innovating and adapting to change.
Building a strong team. No one can succeed on their own. It is important to build a strong team of talented and dedicated individuals who are committed to achieving the company's goals.
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