Lobal Marketing: Redefining Dartfishs Strategic Position


To: Global Marketing Classes
From: Professor Jean-Pierre Jeannet, Olin Hall 316
Subject: Guidelines for Mid-Term Spring  08: Dartfish: Global out of the Gate, Date: March 4, 2008

The purpose of this memorandum is to summarize the format, style, and content of your mid-term exam report.

The case should be part of your case pack purchased at the bookstore.

Addressing the Report to the Appropriate Decision Maker(s)

Assume you are in the situation of a recently hired global marketing analyst working for Dartfish. You were hired for your recently gained Global marketing experience at Babson.

You are assigned to write a report to Jean-Marie Ayer, Chief marketing Officer at Dartfish, on a brand positioning, brand architecture, and selecting and justifying one of the three options (Going Global: The Country Based Model In Europe and Rest of the World, Global Segment Options, or IPO option). In addition, address the Olympics sponsorship issue.

In your report, you need to build a detailed story and argument as to which one of those positioning alternatives has the best chance to meet Dartfishs objectives.

It will be necessary not only to select and substantiate your choice, but also explain why you did not select the other alternatives, particular with respect to positioning.

Making Use of Global Marketing Concepts from this Course

For the purpose of this report, it will be important to demonstrate your ability to think conceptually along the lines developed in this course. Relevant global marketing concepts, as deemed relevant from either our discussions or chapter readings, should be used to make your point(s).

You are also allowed to use past cases as  experience to build your own argumentation. It is your job to determine which past discussions, and concepts covered, are most relevant to this particular situation.

Making All Necessary Decisions

You need to determine yourself which decisions need to be made in this case. Make sure you covered all the points and do not leave important issues unresolved. The decisions you make, or the recommendations you submit, should be realistic in the Lenovo organizational context, have a good chance to be successfully implemented, and need to be based upon case facts.

Writing a Memorandum Style Report

This report is to be written as a business document. We are neither writing a term paper with references, bibliographies, etc., nor are we writing some type of academic paper. This memorandum should be of a quality that you would submit if you recently joined Lenovo and were asked to submit your recommendations in writing. Needless to say, the appearance and style of your report should also be professional.

Structuring Your Report through Effective Use of Sub-Headings

A good memorandum is structured into sub-sections, or paragraphs, and makes ample use of good sub-titles to guide the reader. Well-structured reports are easier to read. Avoid long textual paragraphs. Any supporting data needs to be detailed in exhibits. Exhibits should be referenced in the text (numbered) and placed at the end of your report.

Keeping Your Report Brief

The report should not exceed 5 pages (single-spaced) of text. You should adopt a single spaced format. Use as many exhibits as necessary. However, do not  pad your report with unnecessary or useless graphs and exhibits. Fluff does not count as content. To arrive at a well-structured report, it is recommended that you first build your set of exhibits and then structure the text around it.

Using Your Opening Paragraph Effectively

Start your report with a summary (max. half a page) that contains your major recommendations. This summary, about 5 10 sentences max., does not simply repeat the process you have gone through, or the problems you faced. It is a concrete summary of the recommendations and/or decisions to be taken/adopted.

Do not start writing your report until you are clear on your chosen path or recommendations. Avoid introducing key recommendations only at the end of the report. Start with the recommendations, then lay out your supporting arguments.

Keeping Your Writing Style in Line with a Business Memorandum

Write in a direct, clear, business like style. Avoid unclear terms such as  more ,  less ,  a lot , etc., and instead say  10 percent more or  5 percent less . Avoid generalities. Be precise. The report should be written in full prose and not in bullet style format. Write single-spaced.

Creating a Factual Report

Your report needs to contain effective arguments supported with facts. Use the facts from the case brief to support any ideas you have. Do not go beyond the case brief for evidence, such as through library research. You need to write your report based upon the case only and you should not introduce any other facts from outside the case.

Using Exhibits Effectively

Exhibits should contain new information or manipulated/transformed information contained in your case. Do not simply copy existing information. Your exhibits should add value to your report and need to cover new data/facts/graphs related to your recommendations. Needless to say, exhibits should be professionally prepared and done on a graphics/computer program. All exhibits shall be your own work. Shared exhibits are not acceptable.

Concentrating on Value Added Comments

Make sure you do not simply repeat the facts in the case. Remember, the person(s) reading your report know the situation. You are writing as an insider to another insider of Lenovo and the content of the report needs to reflect this.

What counts are your thoughts that spring from your analysis, and not just a collection of existing opinions already mentioned in the case. A good report will therefore do more than just select the  right option(s) from among those presented or suggested in the case. Your grade will heavily depend on the value of your own comments, rather than the repetition of existing facts.

Dealing with Alternatives

At times you will have to deal with several alternative approaches to an issue. Resist the tendency to list both the pros and cons for each side. Somehow, the one with the longer list tends to  win without regard to the weight of key elements. Challenge yourself to look for the  net advantage, which is the difference between the two sides that really carries the argument. The same applies to the classic SWOT analysis. Such an approach between strengths, weaknesses, opportunities, and threats is of little value unless used in a way to  net out the various elements.

Supporting Your Arguments Effectively

This is not an exercise in  being right . Your job is to make decisions or recommendations, communicate them effectively, and to develop good arguments supported with facts you have obtained from the case. Arguments are different from opinions. Supporting arguments can be constructed from the facts made available in the case. Where you have access to such data of financial nature, market size, etc., they can be used to back up your chosen course of action. In some instances, you may have to develop some assumptions based upon the arguments made in the case. Although you may not find all cost and financial data you would like to have at the outset, ask yourself how you could derive them from data made available to you.

Giving Your Report a Conceptual Structure

Your report should have a conceptual structure that makes sense and that addresses the issues we have debated todate in the Global Marketing course. This conceptual structure could also be reflected in the subtitles you are using.

Striving for Completeness

Your report is a complete and final document that tells the reader what you want to do, why, and how, and what the expected outcomes would be. If management accepted your report, we would know exactly what you would be doing and what to expect. There should be no further need for clarification on key points