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 3–4 page paper (plus Cover page and References page and using APA formatting) utilizing the following format to analyze the case:

1. Identification of the Issues •Identify the major opportunity/problem faced in this case.

• Identify the major decisions that need to be made.

 

2. External Analysis •Evaluate factors outside the organization that should be taken into consideration when making a decision.

 

3. Internal Analysis •Evaluate factors inside of the organization that should be taken into consideration when making a decision.

 

4. Alternatives •Select possible alternatives to take advantage of the opportunities or solve the problems identified.

• Evaluate the strengths and weaknesses of each alternative.

 

5. Decisions and Implementation •Propose 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.

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