Final Porject: Case-Based Essay Details

Task: You will write a double-spaced 3-5 page essay (2 pages in single space) based on a provided sample case (“Red Lobster”). This essay should include an 1) introduction paragraph with problem and position statement, 2) body sections with evidence that has decision options, criteria, proof of recommended option, and a critique of options, followed by a 3) conclusion which restates the position statement and discusses an action plan.

Reference Sources with APA Citation Info:
1. Red Lobster Case
Bell, D. E., & Riis, J. (2010). Red Lobster. Harvard Business School Cases, 511-052. Retrieved from http://www.hbs.edu/faculty/Pages/item.aspx?num=39298

2. Chen's Darden Anlysis (Nice evidence to use for segmentation and pricing parts)
Chen, X. Y. (2013). Darden analysis: Darden must increase or decrease average check (Part 12). Market Realist. Retrieved from http://marketrealist.com/2013/10/darden-analysis-darden-must-increase-decrease-average-check/
* You may use other parts as well!

3. Big Spenders (Nice evidence to use for segmentation and pricing parts)
Ziobro, P. (2010, September 29). Big Spenders Aid Casual Dining. Wall Street Journal - Eastern Edition. p. B6B.  
 
Sample Case-Based Essay (Whistler Corp) from Ellet (2007), pp.150-154.
Grading Rubric

Due Dates & File Names:
1st draft by July 31, class time, under the name "505_Case_Essay_your netid_1"
2nd draft 24 hrs before your individual conference under the name "505_Case_Essay_your netid_2" on Compass2g as well as your Google Drive folder.
Final draft by Aug 8, 11:59 pm on Compass2g as well as your Google Drive folder under the name "505_Case_Essay_your netid_FINAL"

Individual Conferences:
Sign up here

Common problems to avoid:
1. Avoid repeating / describing the contents of the case article too much
The reader (me) knows what has transpired in the case, so reiterating information is really not necessary. Please use facts and descriptive data sparingly (only when it is relevant to your point and would strengthen your case)

2. Avoid logical jump
Don’t jump from one point to another without proving each point with enough evidence/explanation

3. Avoid Informal Language & Conversational Style
 (e.g. In my opinion, I think that, I recommend, you should try…)

4. Citation
One of the main objectives of this course is to learn how to cite sources in APA style (both in-text and reference list). When in doubt, always put citation information especially when you refer to the following as evidence to your points:

• specific quotes from the case or other source articles (don't forget the page numbers!)
• specific figures, statistics, survey results, exhibits from the case or other source articles (preferably with page numbers)

You may not use citations in the following cases:

• your own summaries or overview of the case
• your own argument/point and interpretation/explanation of data from the case