Day: November 7, 2020

**PLEASE READ ALL THE INSTRUCTIONS CAREFULLY**

While reading the business case, you will learn not only about Air France but also about the industry marketplace. Once finished, it is your job to conduct a a data analysis on Air Frances previous campaign data to make specific and detailed recommendations for their online non-organic SEO efforts going forward.

Guidelines

– Read the business case study in full before beginning any data analysis.

– Open the Air France excel data set provided in the assignment and analyze the information given per column.

– Create pivot tables that help you analyze Air Frances online marketing situation.

– Take the pivot table(s) you have created in Excel and use them to answer the 4 questions at the end of the case study on page 12 of the document.

– Each answer should be substantial and rely on the data analysis you conducted in Excel.

Leave your pivot tables in their calculated form. Do not transfer them to a value-only format copied from the sheet where you created the pivot table.

– Separate and number your answers to each of the 4 questions.

– Support your answers with outside research whenever relevant. If you are making a claim about a best practice that Air France should follow that isnt common knowledge, I expect you to provide an outside source that supports that claim. Cite your articles at the end of your document.

Others

– When selecting KPIs, choose 2-3 KPIs and explain why they are important to Air France. For example: If you want to analyze the ROI of the online marketing efforts, what KPI’s best help you analyze the cost, revenue, and profitability of the campaigns.

– Focus your answers on Air France and their metrics, not just general online marketing strategies.

– Look in the appendices of the case study for an example as to how you can use pivot tables to look at the data.

– When using your data analysis to support your answer to the question, dont say something like if we look in the pivot table we can see [number of bookings] which can tell us which places to increase spending. Pick out specific data and tell me why that specific piece of data is important, for example: [x campaign] had a great [some KPI] by having [that campaigns data]. This creates an opportunity for increased spending. Tell me specifically about the data, not only its definition.

Deliverables

1. A Word document containing the responses to the questions in the case study.
Word Document requirements:

– 2-3 Pages (Max)
– Justify text
– Line spacing: 1.5
– Font Size: 12

2. An Excel document containing your pivot table analysis of the Air France data. Please note that there is not a limit of Pivot Tables. However, all of the pivot tables submitted should be labeled and relevant to your analysis.

In this paper, which should be between 7 to 10 pages in length,12 font size double space. The structure to follow need to include :
1. Introduction with purpose and structure of the case analysis paper;
2. Case synopsis what is the case about
3. Identify the cases key strategic issues the questions at the end of the case , reflect on them in the context of the course learning
4.  Perform a strategic analysis with linkage to the concepts learned in the course during the semester, substantiated with sources
5. Provide strategic recommendations/reflections on creative options. 

The analysis of the case needs to be presented in a research paper style. It should be typed and proofread and include a reference list of minimum 5 credible sources for all research material used. References should be presented in  APA format.

The case analysis written paper must be done entirely on your own.

The paper will be graded on the basis of quality and thoroughness of analysis, clarity of ideas, organization of ideas, and grammar and spelling. Since the report will not have any cut and dried solution, the grading process necessarily will be subjective. Compelling logic and reasoning in the analysis, the application of correct types of analysis to the situation, and a clear, concise writing style will contribute to a high grade. While the grading may be inherently judgmental, it is not arbitrary. 

The case may include specific issues/questions raised by the author. These may or may not be important considerations in the preparation of your case analysis paper for this course. In either situation, answering such questions should not be confused with the preparation of a written case analysis paper.

In this paper, which should be between 7 to 10 pages in length,12 font size double space. The structure to follow need to include :
1. Introduction with purpose and structure of the case analysis paper;
2. Case synopsis what is the case about
3. Identify the cases key strategic issues the questions at the end of the case , reflect on them in the context of the course learning
4.  Perform a strategic analysis with linkage to the concepts learned in the course during the semester, substantiated with sources
5. Provide strategic recommendations/reflections on creative options. 

The analysis of the case needs to be presented in a research paper style. It should be typed and proofread and include a reference list of minimum 5 credible sources for all research material used. References should be presented in  APA format.

The case analysis written paper must be done entirely on your own.

The paper will be graded on the basis of quality and thoroughness of analysis, clarity of ideas, organization of ideas, and grammar and spelling. Since the report will not have any cut and dried solution, the grading process necessarily will be subjective. Compelling logic and reasoning in the analysis, the application of correct types of analysis to the situation, and a clear, concise writing style will contribute to a high grade. While the grading may be inherently judgmental, it is not arbitrary. 

The case may include specific issues/questions raised by the author. These may or may not be important considerations in the preparation of your case analysis paper for this course. In either situation, answering such questions should not be confused with the preparation of a written case analysis paper.

In this paper, which should be between 7 to 10 pages in length,12 font size double space. The structure to follow need to include :
1. Introduction with purpose and structure of the case analysis paper;
2. Case synopsis what is the case about
3. Identify the cases key strategic issues the questions at the end of the case , reflect on them in the context of the course learning
4.  Perform a strategic analysis with linkage to the concepts learned in the course during the semester, substantiated with sources
5. Provide strategic recommendations/reflections on creative options. 

The analysis of the case needs to be presented in a research paper style. It should be typed and proofread and include a reference list of minimum 5 credible sources for all research material used. References should be presented in  APA format.

The case analysis written paper must be done entirely on your own.

The paper will be graded on the basis of quality and thoroughness of analysis, clarity of ideas, organization of ideas, and grammar and spelling. Since the report will not have any cut and dried solution, the grading process necessarily will be subjective. Compelling logic and reasoning in the analysis, the application of correct types of analysis to the situation, and a clear, concise writing style will contribute to a high grade. While the grading may be inherently judgmental, it is not arbitrary. 

The case may include specific issues/questions raised by the author. These may or may not be important considerations in the preparation of your case analysis paper for this course. In either situation, answering such questions should not be confused with the preparation of a written case analysis paper.