read the case and answer the following questions in around 1500 words, excluding appendix, dereferences, and cover letter. The main assessment criterion is the quality of your analysis. Please avoid general marketing statements or unrealistic strategies. Your suggestions/answers must be justified and rationalized well by available information in the case as well as your critical thinking and marketing knowledge. You may use simple financial calculations and marketing tools such as SWOT, perceptual map, etc. to support your arguments.

1)  Define the core issue or issues involved in the case. (You may do a brief situational analysis including internal/external, competition, positioning, etc. analyses).

2)  Identify the marketing alternatives (strategy or significant marketing action) decision-makers may select (at least three comprehensive alternatives). You need to describe the alternatives and have good rationales to support them.

3)  Offer a thorough rationale of your recommended approach (the best alternative) to addressing the case issue(s).