MKF3151 Marketing Planning and Strategy Case Analysis Report: ZOOM Video Communications
This assignment requires you to write a case analysis report in response to the
assigned case study. You will be required to analyse the market environment and
identify the core problem that the company is facing. Then, you will need to
develop and justify a number of strategies to address the core problem.
The difference between this assessment and the bi-weekly reports is that
theoretical justifications must be provided to support your discussion in this
assessment using a range of theories that will be covered in the lectures. We will
talk about all the assessments briefly in our first tutorial.
Details of task:
This assignment requires you to write a case analysis report in response to the
assigned case study - ZOOM Video Communications: Flash in the Pandemic or
Enduring Success?
The report should first provide a brief EVALUATION OF THE OVERALL MARKET
ENVIRONMENT of the company appeared in the case and the current firm’s
position in this environment based on information provided in the case (and
further research). This should include the FIRM’S CURRENT POSITION OVERALL.
Once you have evaluated the firm’s current position in the marketing environment,
you will then need to identify ONE CORE PROBLEM that the firm faces. Finally,
you need to develop THREE ALTERNATIVE STRATEGIES, evaluate those
strategies, and outline an implementation plan and possible risks/contingencies
of those strategies. Theoretical justifications must be provided to support your
discussion (using a range of theories that have been covered in the lectures).
This is an academic report. Therefore, theoretical discussion to support your
analysis is critical (also see the marking rubrics).
Your reports must adhere to the following format and should address the
following issues; failure to do so will result in the loss of marks (also see the
marking rubric).