1. Professional Title Page:  
2. Summary of Key Issues:  This section tells the reader which facts you consider to be important to your analysis (and by omission, which are not).  Summarize the issues relative to the appropriate marketing concepts and avoid simply restating the case itself.
3.  Product and Service Analysis – Chapter 8 provides a starting point for the analysis of the Dimensions of Product and Service Experiences and Key Product and Service Decisions.  Use the chapter and your additional research to provide foundational analysis of the case as it pertains to driverless trucks at Ford.
4.  Managing Ford’s Brand – Chapter 9 provides a considerable walk through the process of value creation as a function of brand strategy.  Using section headings drawn from the textbook, evaluate the aspects of brand management outlined in light of the both the Ford case and their incremental research. (Hint – This section should be considerably longer than the Product and Service section based on the amount of content in Chapter 9.)
5. Summary of Analysis:  DO NOT SUMMARIZE THE CASE – This section should be a summary of the key issues you identified in light of the analysis of products/services and strategic brand management.  It should build on your prior knowledge and previous coursework in a meaningful way. 
6. Identify key issues and conduct additional research (APA reference) to break down these issues based on prior research, company information, industry news, etc.  Key issues are not simply key facts of the case.  For example, the case states that Ford discontinued production of several sedans – a fact.  The key issue created by this is that they are now betting on a narrower portfolio. Analyze the issues identified in light of the appropriate concepts and models
7.  The final recommendation should be articulated in three sections:
     a)  Summary of the Case Analysis:  A concise review of the key issues and process 
     b)  Options and Alternatives:  What options were considered to address the issues (include associated pro’s and con’s)?  This should demonstrate depth of thought and make the arguments for and against each option.  Highlight how Chapter 8 and 9 concepts make an option more or less attractive.
     c)  Recommendation and Justification:  What specific actions are recommended?  What makes these steps optimal?MARKETING MANAGEMENT –

FALL 2022
Linda McNeely

August 17, 2022 – December 31, 2022

A
ut

ho
riz

ed
fo

r
us

e
on

ly
b

y
M

ar
ne

ze
D

av
is

in
M

ar
ke

tin
g

M
an

ag
em

en
t –

F
al

l 2
02

2
at

M
is

si
ss

ip
pi

S
ta

te
U

ni
ve

rs
ity

fr
om

8
/1

7/
20

22
to

1
2/

31
/2

02
2.

U
se

o
ut

si
de

th
es

e
pa

ra
m

et
er

s
is

a
c

op
yr

ig
ht

v
io

la
tio

n.

NOTICE REGARDING COPYRIGHT

This custom course package contains intellectual property that is protected by copyright law. It is
illegal to copy the material within this package without the written consent of the holder(s) of the

copyright. This material has been copied under license or with permission from the copyright holder.
Resale or further copying of anything in this package is strictly prohibited.

Unless otherwise stated, Copyright ©2022, Ivey Business School Foundation. Ivey Business School
is the leader in providing business case studies with a global perspective.

A
ut

ho
riz

ed
fo

r
us

e
on

ly
b

y
M

ar
ne

ze
D

av
is

in
M

ar
ke

tin
g

M
an

ag
em

en
t –

F
al

l 2
02

2
at

M
is

si
ss

ip
pi

S
ta

te
U

ni
ve

rs
ity

fr
om

8
/1

7/
20

22
to

1
2/

31
/2

02
2.

U
se

o
ut

si
de

th
es

e
pa

ra
m

et
er

s
is

a
c

op
yr

ig
ht

v
io

la
tio

n.

Table Of Contents

SpaceX: Starlink’s Uncertain Demand Trajectory 4

Driverless Trucks at Ford: Cruising into a Compromised Brand Identity? 16

Martha Stewart Cannabis: Overcoming Obstacles 40

A
ut

ho
riz

ed
fo

r
us

e
on

ly
b

y
M

ar
ne

ze
D

av
is

in
M

ar
ke

tin
g

M
an

ag
em

en
t –

F
al

l 2
02

2
at

M
is

si
ss

ip
pi

S
ta

te
U

ni
ve

rs
ity

fr
om

8
/1

7/
20

22
to

1
2/

31
/2

02
2.

U
se

o
ut

si
de

th
es

e
pa

ra
m

et
er

s
is

a
c

op
yr

ig
ht

v
io

la
tio

n.

9B21A004

SPACEX: STARLINK’S UNCERTAIN DEMAND TRAJECTORY1

Arpita Agnihotri and Saurabh Bhattacharya wrote this case solely to provide material for class discussion. The authors do not intend
to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other
identifying information to protect confidentiality.

This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the
permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights
organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western
University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [email protected]; www.iveycases.com. Our goal is to publish
materials of the highest quality; submit any errata to [email protected] i1v2e5y5pubs

Copyright © 2021, Ivey Business School Foundation Version: 2021-10-08

Elon R. Musk, founder and chief executive off




Why Choose Us

  • 100% non-plagiarized Papers
  • 24/7 /365 Service Available
  • Affordable Prices
  • Any Paper, Urgency, and Subject
  • Will complete your papers in 6 hours
  • On-time Delivery
  • Money-back and Privacy guarantees
  • Unlimited Amendments upon request
  • Satisfaction guarantee

How it Works

  • Click on the “Place Order” tab at the top menu or “Order Now” icon at the bottom and a new page will appear with an order form to be filled.
  • Fill in your paper’s requirements in the "PAPER DETAILS" section.
  • Fill in your paper’s academic level, deadline, and the required number of pages from the drop-down menus.
  • Click “CREATE ACCOUNT & SIGN IN” to enter your registration details and get an account with us for record-keeping and then, click on “PROCEED TO CHECKOUT” at the bottom of the page.
  • From there, the payment sections will show, follow the guided payment process and your order will be available for our writing team to work on it.