This is a marketing class. Write
an executive summary for the attached case study - LEVI STRAUSS CANADA HOLDING
an EMBER: The GWG Brand
Questions to address in Executive Summary:
In the Levi case, what should Klee do, take the brand back? If not, why? If
she does, what next step should she take to build the brand back up?
Write up an executive summary to answer the questions using the guidelines
for writing an executive summary as noted in the syllabus.
Click the link below to view the guidelines to writing an executive summary
Guideline for Writing an Executive Summary (below)
This summary should include the major points as related to this chapter.
Keep in mind an executive summary is meant for that busy executive who can only
spend a few minutes with your project as there are many others requiring the
If you have a diagram or table that you think will help to clarify your point,
include it in a page 3 appendix.
Prepare your answer in a text file such as .doc format and upload it using the
option below when you are ready to submit it for grading.
Due by the end of Day 5 (11:59 P.M., your time zone).
The executive summary is limited to no more than two pages, single spaced.
You have the option of including an additional page with a diagram or table to
support your answer.
Memo format is acceptable.
Bullets are NOT acceptable.
Do not recite facts already presented in the case, unless they support a
strategic implementation you are suggesting.
Remember to properly cite any reference material you have used.
No late submissions will be accepted.
Notes on Case Preparation
For the student, case preparation is a personal matter of developing an
individualistic and intimate marketing problem-solving style. Cases are
semi-structured problems, and problem definition skills are the main product of
repeated exposure to these learning devices. However, even though there can be
no formula for case preparation, most students seem to travel a general path
(1) Reading the case quickly; almost skimming it for the major issues and sense
of its layout provided. One of the most important objectives of this quick
reading is to get a sense of who the case protagonist is, and what his or her
situation is like. For example, a grand recommendation to fire the Vice
President of Marketing makes little sense if the case actor, the student, is
advising is a junior brand manager.
(2) Rereading the case carefully, annotating, highlighting and distinguishing
important information, omissions and questions raised by the reading.
(3) Deciding what the action issues really are. Is this case really about
pricing or is pricing, while an important issue, symptomatic of some deeper
management issue that needs examination and resolution?
(4) Deciding what analysis questions will inform the issue of what actions need
to be taken. Can the data in the case be worked back to give contribution
figures on each product in the line? Why do selling expenses seem to be so out
of line as compared to the competitions numbers in this case? What is driving
that product manager who insists that this little company not only can, but
must, compete with Japanese competition?
(5) Answering these analysis questions as formulated, using the data available
from the case and making clear and well-informed assumptions about necessary but
missing information. For example, If they only had given me the trade margins,
I'd know what's going on. Well, it says on p. 21 that trade margins in related
segments were about 23%, so if I assume they are similar here, then
(6) Choosing a course of action from the analysis, and explicitly considering
and rejecting plausible alternative courses because of the analysis.
(7) Developing a plan by which the desired action may be achieved or implemented
within the company, people and other constraints encountered in this situation.
(8) Testing the plan and the analysis before class against the analysis of
others, informally, in a small group. In this way, accuracy of analysis and
soundness of proposed action can be checked without the social risks a
presentation in front of a large group implies. More important, in this way, the
students can learn from each others thought patterns and problem definitions to
improve their own thinking.
Notes and Tips
 Notes and tips are designed to give you guidance on particular case
issues or analysis points.
 We are making decisions as of the time the case was written. Stick to
the evidence in the case unless otherwise instructed. Do not spend valuable time
doing Internet or library research on the company in a case. You'll have enough
work analyzing the case evidence!
 The case discussion questions suggest issues and analysis that will be
addressed in the online discussion but these are not an exhaustive list of the
issues in any case. If you see something relevant that isn't covered, bring it
 Be sure to pay attention to the exhibits in the case; these often
contain information that will be useful in analyzing the situation.
 Where you can quantify evidence, try to do so, making your assumptions
and calculations clear. Even approximate numbers can help us understand the
magnitude of particular issues in a given business situation.