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This case study is out of date by the time it is published – can you get information on what happened afterwards?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

i.e., “the scheme was not appealing or attractive to the target market due to consumer behavior, which is defined as “…people’s attitudes, motivations and feelings….

Or “ Fly buys is successful because it satisfies customer needs”

The above is too general and wishy-washy! What do you mean by consumer behaviour or customer satisfaction in relation to this particular case?

Explain all marketing concepts – i.e., brand stretching – by paraphrasing or using a definition

If you do use a direct quotation from a textbook – make sure it is accurate – it has to be word perfect.

Recommendations have to meaningful, i.e., stating that “Fly Buys should invest in social media marketing options and technology” is too general.  Be specific and justify your recommendations.

In short, do your research and think more deeply about the case.

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