The sources : Westfield America (Harvard Case Study) — open the attachment
Make the essay into 500 words or little bit more in TOTAL
First Paragraph (170 words) : make it as APPLICATION, PERSONALISE & ANALYSIS ANSWER
– Analyse the one or two main issue or problems you see in the case
-Explain how you would remedy the above issue or problems (Recommendation)
Second paragraph ( 330 words): make it as APPLICATION, PERSONALISE & ANALYSIS ANSWER
– What did you learn about the case or marketing in general? Tie in your initial position and use examples from the discussion to illustrate your learning
– Relate it into “Segmentation” concepts
– Relate it only to “PLACE” or location (4p’s)
– Give another additional recommendation (if possible)
– Make this essay as PERSONAL essay
( eg : I think…..,I aggre/disagree bcos….., I believe…. In my opinion……., I suggest……etc)
– Make an essay in “APPLICATION, PERSONALISE & ANALYSIS ANSWER” from those point above
– NO need other sources, ONLY use the article attached as reference
– DO NOT repeat case fact / knowledge
– Just send me message through this portal or direct email if there is any question
GUIDELINE TO MAKE THIS ESSAY : FOLLOW THESE 3 POINTS BELOW
In the classic Harvard case method, the goal of case analysis is the development of a “template” of thinking that goes beyond an individual case, as in when-in-this-situation-do-that. What cases are to do is get students used to and confident in decontextualizing case situations, finding the right analogies/models, and then coming up with intelligent remedies. Where I’m different from the Harvard approach is that I emphasize decontextualization more, e.g., “problem finding”, whereas Harvard emphasizes remedies. Given I focus more on building creativity (rather than exclusively expertise), finding the problem is more important as it may indicate a different kind of (creative) solution.
• Understands the context (application)/Unoriginal
Okay, these answers are starting to get somewhere. The student can say what the firm should do in the given situation. Students still can’t abstract outside the specifics of the case, but they say the “right” answer in a meaningful way. The “lesson” they learn from the case is specific to the firm and their situation.
• Analyses facts appropriately with a useful framework (analysis)/Unoriginal
Students can actually use a framework to analyse the case. This could be anything from the textbook, usually a sequence of steps or a classification, and they can correctly apply it. For example, the student might explain that there are several steps in an advertising planning process and the firm screwed up steps 1 and 2. There are usually clear lessons here about the marketing issues underlying the case, e.g., when in this situation do that.
• Synthesizes a detailed perspective on the case (synthesis)/Unoriginal
These are beautiful, articulate answer that ties together many different themes/ideas into a coherent whole. The unoriginal version is actually not that common. By the time they are thinking this deeply, these answers will usually be at least personalized, and often unusual. Often the student has nailed the issues in the first 170 words and were able to hit home an “I told you so” answer in the last 230 words.
The main distinction between Unoriginal and Personalized is that the latter has a lot more of the student in them. They clearly “own” the answer and can explain how they learned the idea from the discussion.
Unusual answers are genuinely different form the norm. You don’t have to agree with them, and often you don’t. Sometimes you want to say “yes, but” to them. But the student has done something different and needs to be rewarded. You can make the “yes, but” comments to the student, but give them the mark for being different.