Memo

 Memo

For the first case memo (Case # 2 The Benetton Group), please focus on the following two questions -

- Out of the two strategies described in the case, which one would you recommend that Luciano

Benetton support, why?

- What are the most important elements of a plan of action for implementing the strategy you

recommend?

The first case memo is due on or before Sunday

NOTE: Please upload the memo to LEARN site as a Microsoft Word attachment and name the file as

follows: firstname_lastnameCM1. doc. I created an assignment submission site called CASE MEMO -1.

However, if you are late you will not be able to submit your memo here. Submit your memo to CASE

MEMO-1 LATE SUBMISSIONS section. I will deduct 0.5 points for every 24 hours of any late

submission. Please do not email case memos!! 
 




How to write a case memo

You should write the case memos as if you are a senior manager of the firm at the time the case was

written. You should address the memo to the CEO and the Board of the Directors of the firm. You should

assume that the recipients of the case memo are well aware of the firm, so please do not simply summarize

the case. Rather you should offer professional recommendations (such as a specific course of action that

the firm ought to take in order to address the assigned question). I am more interested in the quality of your

analysis than in the accuracy of your conclusions.

Please keep in mind, the assigned case should the only source of information that you will use. So please

do not go online and start researching on the company, especially to find what the company actually did

following the events discussed in the case. However, you should make every attempt to use the concepts,

tools and frameworks you learned from the class to analyze the case and to develop the strategic

recommendations.                                                                                                                I have the following suggestions for the case memos:

• There should be an introduction. State your recommendation or major issues that you want to

address in this introductory paragraph.

• Don’t write long paragraphs. Break paragraphs in sub-topics such as opportunities, risks, current

situation of the business and your arguments/recommendations.

• No bullet points. Please write full sentences.

• Present arguments with reasons, evidence and logic. Think about the assumptions that you are

making while making your arguments. Are these assumptions realistic? Under what conditions?

• Try to use numbers (sales, profit and market share) to provide evidence or to build your

arguments. Remember, sometimes it- easier to convince with numbers!

• Consider pros and cons. Don’t be biased and consider only pros. Try to provide a balanced view.

• Make sure you have a nice persuasive conclusion that supports your recommendation.

• Finally, be professional - imagine yourself as a manager working for the company during the time

of the case.

The case memos should not be longer than three (3) single-spaced pages. Each case memo will

contribute 10% towards your final grade for the course.