Local Lion Coffee Shop: Marketing Strategy Case Writing

The written evaluation is to provide a recommendation to Local Lion
Coffee Shops about the key decisions they should make for brand strategy and brand tactics
• Understand differentiation and brand positioning to create value for stakeholders
• Understand brand equity and the impact on customer loyalty.
• Understand the competition and positioning decisions.
Case Writing Guidelines
• Page Length: Written submissions should not exceed 5 pages (exhibits aren’t included in
page count). Writing format should be minimums of 12 pt. type with 1” margins and 1.5
• Sources/Citations: No preference on citation format. If referencing class materials use name
of article and page number. See Emerson Library Guide for citation recommendations • No external research is required for case write-ups. However, you may use 3rd party data
from the timeframe of the case to support your analysis.
• Students should keep their analysis to the timeframe the case is taking place.
• Class concepts and elements of the marketing plan should be used to support and strengthen
your analysis as exhibits.