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Executive Summary

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Executive Summary

Give the high level findings of your analysis. Include the goal, impediment and solution statements.

I. Goal and goal defense

This is what you feel the goal of the company should be based on your reading and understanding of the case. (Ex: Our goal is to achieve 50% market share by year 1995.) It is also a defense of the goal you chose. Let me know why it is the most important one the company should make at the time identified in the case (i.e. the year mentioned in the case – NOT 2014). State why you have quantified it as you have. Why this time frame?
Also, defend why NOT a different goal, timeframe, etc.

II. Impediment and Impediment Defense

This is the marketing factor or factors preventing your from reaching your goal.
It is also a defense of what you feel is the biggest impediment to achieving the goal you identified. The impediment must be actionable; that is, you should be able to remove it with your solution. Let me know why this impediment is the most important and why other impediments are less important.

III. Solution Defense

In this section you state the solution you have for overcoming your identified marketing impediment. Defend why this is the best means of addressing the impediment. You also need to consider the details of your solution. For example, how much will it cost and/or what are the cost implications of your solution in terms of impact on other areas. What will the results generate? Be sure to avoid focusing on execution details, and instead focus on supporting your choice of

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