Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.

Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.

Option 1: Microsoft (pp. 9495)

1. Evaluate Microsofts product and marketing evolution over the years. What has the company done well, and where did it falter?
2. Through the application of a political, economic, social, and technological (PEST) analysis, what are the current environmental factors impacting Microsoft?
3. Who are the top three competitors of Microsoft, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
4. Evaluate Microsofts recent expansions into areas such as search engines and smartphones. Do you think these are good areas of growth for Microsoft with a focus on customer value, satisfaction, and loyalty?

Option 2: Tesco (pp.154155)

1. Evaluate Tesco brands product and marketing evolution over the years. Whats most important to the Tesco brand with respect to changes in how consumers shop for grocery products?
2. Through the application of a PEST analysis, what are the current environmental factors impacting Tesco?
3. Who are the top three competitors of Tesco, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
4. How will Tesco grow without losing focus on its core customer as they look to maintain customer value, satisfaction, and loyalty?

Option 3: IKEA (pp.185186)

1. Evaluate IKEAs business model concept and how it has evolved through the years. It has been stated that they have essentially changed the way people shop for furniture. What are the pros and cons of this type of strategy for IKEA?
2. Through the application of a PEST analysis, what are the current environmental factors impacting IKEA?
3. Who are the top three competitors of IKEA, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
4. As IKEA looks to maintain markets in the United States as well as expand to areas such as Asia and India, what would you recommend to maintain customer value, satisfaction, and loyalty?

In formatting your case analysis, do not use the question-and-answer format; instead, use an essay format with subheadings. Your APA-formatted case study should be a minimum of 500 words in length (not counting the title and reference pages). You are required to use a minimum of three peer-reviewed, academic sources that are no more than 5 years old (one may be your textbook). All sources used, including the textbook, must be referenced; paraphrased material must have accompanying in-text citations.

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