1. Summary write-up has to include the problem, the central issues and the analysis. You should provide your own solution and recommendation as pretending that “you are brilliant business consultants”.

1. Summary write-up has to include the problem, the central issues and the analysis. You should provide your own solution and recommendation as pretending that “you are brilliant business consultants”.
2. Insert footnotes or proper citations where necessary.
3. The grade is based on professionalism, clarity, completeness and support of relevant concepts and issues, and creativity, completeness and support of recommendations.
4. There are some sample questions should be include in the essay:
What is the main problem faced by the company? Or let me rephrase the question. In the very beginning of the case, it says the marketing team has a Mission Impossible. Then what is the Mission and why is it Impossible?
• Why is the current advertising campaign successful?
• What is the appeal of the New Beetle?
• What are the different target markets available for the New Beetle, and why are they attractive for VW?
• What are the different positioning options available to VW? What are the advantages and disadvantages of each?
• How would the pricing and media selection choices be affected by the positioning of the car?
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