Please read the instructions provided below and answer the questions to respond to this assignment –
Assignment Task: Submit the Case Memo for Eco7 –
After reading the case, submit a case memo following the instructions in the Content Instructions for Case Submission document. This document provides direction regarding what needs to be included in the memo. Your answer is limited to 550 words (for the main body of the memo). Please use the memo format as recommended in the Format Instructions for Case Submissions.
Assignment Questions:
Please use the case assignment questions as an initial basis for your analysis. These questions are meant to highlight salient issues in the case. Do not answer these questions directly in your memo. Please note that the quantitative analysis is not central to your examination of this case. You must focus on the qualitative strategic marketing issues.
1 – How do consumers purchase motor oil?
2 – Assess Avellin’s position in the PCMO industry, including consumer perception and Avellin’s distribution strategy.
3 – What is the strategic role of Eco7? How should Avellin weigh consumer interest in, and willingness to pay for, a green motor oil? Is it the right product at the right time?
4 – What is the right launch strategy for Eco7?
a. How should Eco7 be priced? What are the profit implications for wholesalers and DIFM stores?
b. How should Eco7 be distributed? What is your recommendation regarding exclusivity for Aventage stores?
Additional Case Resources –
HARVARD CASE ANALYSIS WORKSHEET:
Use the Case Analysis Worksheet to help organize your thoughts about the case. This is a helpful document that has the required elements of the case for you to fill in. (attached in the order).
I have also attached extra readings for the writer to get context and use as references if needed.
Other Important Points.
DO NOT include any quantitative analysis (profit calculations; break-even, etc.). You must focus on the qualitative strategic marketing recommendations instead of debating the quantitative issues.
Case Memo Assignment Checklist –
You are ready to turn in the assignment if you can check off the following items:
Check each of the item that you have completed:
1 – You used the 3-paragraph format
2 – You stated the marketing problem/challenge in Paragraph 1.
3 – You included a Summary of recommendations in Paragraph 1.
4 – You provided an appropriate rationale in paragraph 2.
5 – You provided support for your selected strategy using marketing theory and data from the case.
6 – You addressed the possible drawbacks to your strategy.
7 – Your action plan in paragraph 3 includes all elements of the marketing mix – Product; Price; Place, Promotion. You also provided sufficient detail for each element.
8 – You addressed any significant cons to your action plan.
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