Case Write-up Guidelines The purpose of the 2-page write-up is not to show that you have read the case but to show that you have thoroughly analyzed it in your groups and come to a conclusion as to what you would recommend, given your current marketing expertise. So, given this goal, don’t repeat the facts of the case for me – I’ve read it – I want to know what your analysis is. Incorporate the critical facts of the case, but only as they support your argument. I believe that assessing the problem/issue is part of the case analysis – some cases spell it out quite clearly, others require some more analysis to get at the question they’re asking. If you want to make sure you’ve assessed the issue/question correctly, feel free to discuss it with me at any point before it’s due. In order to keep your write-up within the 2-page (max) limit while still being thorough, feel free to use bullet points and concise business writing. While the analysis of the pros and cons of each alternative are important, I’m most
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