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Each write-up should be restricted to 5 to 8 pages- double-spaced, standard 12 f
Each write-up should be restricted to 5 to 8 pages- double-spaced, standard 12 font (includes the executive summary but excludes tables, exhibits, etc.). Your only case information source is the case itself.
Please address all the assigned case questions below as part of your analysis. Also, include an executive summary (1 page) at the beginning of the case report that briefly summarizes the case’s main issues and the marketing decisions you have made and the rationale behind those decisions.
Case discussion questions:
Why is Layla’s not growing as much as the CEO desires?
Based on the reasons identified in question 1, how would you scale up the business if you were Layla’s CEO?
Based on your understanding of Layla’s business situation, how would you formulate the main business problem the company is facing? How effective is the research conducted by the Columbia students in addressing Layla’s business problem? Were there any limitations to this research?
What are some major insights that can be derived from the marketing research findings described in the case?
Based on the insights you generated in question 4, and using the prompts below, what marketing strategy would you recommend for Layla’s?
Which consumer segment(s) should be targeted to scale up Layla’s
business?
How would you position Layla’s for the segment(s) you chose to target?
What marketing program(s) would you propose to execute the proposed strategy (e.g., pricing, messaging, and/or packaging)?
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