Case study refers to the collection and presentation of detailed information about a particularparticipant or small group, frequently including the accounts of subjects themselves. A formof qualitative descriptive research, the case study looks intensely at an individual or smallparticipant pool, drawing conclusions only about that participant or group and only in thatspecific context. Researchers do not focus on the discovery of a universal,generalizable truth,nor do they typically look for cause-effect relationships; instead, emphasis is placed onexploration and description. CASE ANALYSIS INVOLVES THE FOLLOWING STRATEGIES:
External Environment-Opportunities and Threats
Internal Environment- Strengths and Weakness
Key Marketing Issues
Statement of Objectives
Generation and Evaluation of Alternatives
Luke Atkins, from Richard Ivey school of Business at The University of Western Ontario-a personinterested in raising fund for charity purpose, planned to launch Wgirl and Wboy calendars whichwould feature both male and female students of Western Ontario. Atkins previously had experiencein using calendars for fund raising purpose. He used pictures of his rugby team for it. Now he isconcentrating for charities like Breast Cancer Society (women) and Jesse ’
s Journey Foundation (men)for patients with neuromuscular disease. The university also provides free calendars for studentswho can use them throughout their academic career. Other than that there are potential buyers forLondon Fire fighters who also provide free copies which student use them for exam notifications,assignment reminders.Luke Atkins targets local business-primary focus on the students on campus. He has potential threatsfrom the competitors as well as the cost they provide for sale of each calendar, So Atkins mustprovide a calendar of such quality and price...