management
For the first case memo (Case # 2 The Benetton Group), please focus on the following two questions –
– Out of the two strategies described in the case, which one would you recommend that Luciano
Benetton support, why?
– What are the most important elements of a plan of action for implementing the strategy you
recommend?
The first case memo is due on or before Sunday
NOTE: Please upload the memo to LEARN site as a Microsoft Word attachment and name the file as
follows: firstname_lastnameCM1. doc. I created an assignment submission site called CASE MEMO -1.
However, if you are late you will not be able to submit your memo here. Submit your memo to CASE
MEMO-1 LATE SUBMISSIONS section. I will deduct 0.5 points for every 24 hours of any late
submission. Please do not email case memos!!
How to write a case memo
You should write the case memos as if you are a senior manager of the firm at the time the case was
written. You should address the memo to the CEO and the Board of the Directors of the firm. You should
assume that the recipients of the case memo are well aware of the firm, so please do not simply summarize
the case. Rather you should offer professional recommendations (such as a specific course of action that
the firm ought to take in order to address the assigned question). I am more interested in the quality of your
analysis than in the accuracy of your conclusions.
Please keep in mind, the assigned case should the only source of information that you will use. So please
do not go online and start researching on the company, especially to find what the company actually did
following the events discussed in the case. However, you should make every attempt to use the concepts,
tools and frameworks you learned from the class to analyze the case and to develop the strategic
recommendations. I have the following suggestions for the case memos:
· There should be an introduction. State your recommendation or major issues that you want to
address in this introductory paragraph.
· Don’t write long paragraphs. Break paragraphs in sub-topics such as opportunities, risks, current
situation of the business and your arguments/recommendations.
· No bullet points. Please write full sentences.
· Present arguments with reasons, evidence and logic. Think about the assumptions that you are
making while making your arguments. Are these assumptions realistic? Under what conditions?
· Try to use numbers (sales, profit and market share) to provide evidence or to build your
arguments. Remember, sometimes it’s easier to convince with numbers!
· Consider pros and cons. Don’t be biased and consider only pros. Try to provide a balanced view.
· Make sure you have a nice persuasive conclusion that supports your recommendation.
· Finally, be professional – imagine yourself as a manager working for the company during the time
of the case.
The case memos should not be longer than three (3) single-spaced pages. Each case memo will
contribute 10% towards your final grade for the course.
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