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 34 page paper (plus Cover page and References page and using APA formatting) utilizing the following format to analyze the case:
Identification of the IssuesIdentify the major opportunity/problem faced in this case.
Identify the major decisions that need to be made.
External AnalysisEvaluate factors outside the organization that should be taken into consideration when making a decision.
Internal AnalysisEvaluate factors inside of the organization that should be taken into consideration when making a decision.
AlternativesSelect possible alternatives to take advantage of the opportunities or solve the problems identified.
Evaluate the strengths and weaknesses of each alternative.
Decisions and ImplementationPropose 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.
Directions for Submitting Your Written Assignment
Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to theUnit 2: Assignment Dropbox.