Case Briefing Memo: Read the case thoroughly. Use the preparation questions provided to help you analyze the multiple dimensions of the case.
Case Question Jennifer Rubio, Away’s president, is preparing a briefing for the company’s Board of Directors next week and wants to make sure that she has not missed anything. She has asked that everyone come to Thursday’s regular management team meeting with their own assessment of the company’s value proposition and business model, as well as recommendations on where future investments should be made. In particular, Rubio wants to hear your thoughts about if Away should move forward with brand extension options, build out alternate distribution channels, or pursue an option that you believe is more appropriate. With your recommendations provide a prioritized action plan to start implementation. You are also required to provide a complete SWOT/TOWS attachment for this case memo that does not count as part of your two-page limit. This SWOT/TOWS should layout options you have generated beyond the ones Rubio has provided. Be sure to reference this is in the body of your briefing as well. Use only the case to answer the question. You don’t need to do further research. In framing your answer to the case question, you may find it helpful to consider the following preparation questions. Do not answer these one by one in your memo, but use them to help unpack the issues outlined in the case: Which target markets are most attractive? Is the company doing enough? What capabilities must Away develop? What acumen has the management team demonstrated so far? In what areas has it appeared to be lagging? What is your assessment of the competitive landscape? Which competitors should Away be most concerned about and why? How can Away strike the balance between creating a superior customer experience will also building scale, differentiating itself from imitators, and containing costs?