Make sure you understand the strengths and weaknesses of loyalty card schemes. Explore all three options.  The option you propose does not need to be radically different from the chosen option - it could just be a simple refinement.  Be creative but also display your knowledge of marketing. Any marketing terminology used needs to be briefly explained.  Any recommendations you make can be strengthened by citing your textbook, quotations from the case study itself, journal articles or a policy document. Back up your statements with evidence.  For instance, if you think targeting the youth segment is a good idea, can you justify this?  What do you know about the generation cohort targeted (i.e., millenials), their needs, characteristics and media consumption habits? Clearly, the growth of social media has implications for marketing and social media tools have the potential to promote new ways for marketers and customers to communicate, collaborate and network.
2) I have read two drafts of the case study based on student requests - obviously I can't read 50 plus cases and give you all feedback so here are some comments based on what I have read to date:
Can you go to the organisation’s website?
This case study is out of date by the time it is published – can you get information on what happened afterwards?
Why do the participating organisations participate in Fly Buys? Why is the information of use to them? What do they do with this information?
Don’t apply some marketing concept for the sake of it –make sure (a) you understand it and (b) you can apply the theory to the case company

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