Brief | Rent the Runway

Please the following carefully

Purposes of this Assignment. To give you practice with writing in good business style and with case analysis.

Standard for Individual Work. You may discuss the case with your Group, with anyone in or outside of the class but you may not share files or outlines and should not have anyone else edit your work. Once your fingers touch the keyboard, the work should be entirely your own.

Preparation. The case is on Study.Net. Please read the case and How to Write (on >Semester Resources). You can look at RtR’s website if you wish. Read the Rubric for this Assignment so you know how your work will be graded.

Guidance. Those of you who are expert in Finance will be familiar with the phrase “to sticker the Prospectus” (interestingly, as just happened for WeWork’s planned IPO.) For use, I offer this guidance: The case sets up some Management issues (role of Jenny and Jenn) and also some Finance questions (funding round). Ignore these as they are not relevant for a Marketing Class. To the various options for expansion, please add the possibility that they could rent men’s clothes — not just Tuxedos, but possibly sharp, fashionable business suits (many men don’t own them as most workplaces no longer require “business formal”).

Format. Your work will be read online, so choose a font that is easy to read on screen such as Calibri; do not fully justify your work, use left justification (look up /justification/ if it’s unfamiliar to you). Use single spacing within paragraphs and double spacing between, just like the Syllabus. The estimated length of this assignment is more than 1 page, but not over 2 pages. Do not use a cover page and you don’t need to add your name or a title at the top.

Assignment. Choose any 2 of the possible expansion paths mentioned in the case (shoes, accessories, jewelry, consumables [cosmetics], marketing to an older demographic and carrying men’s wear (see above); using good argumentation, say why you would recommend one versus the other, at least in the short term. Stay in the time of the case (i.e. ignore what they have done since then and also how the world has changed.) Then, say what information you the firm would have in its own records that might guide their decision making and what additional primary research you would recommend.

Rubric
Professionalism: Correct authoritative tone and concise use of language; excellent formatting; good logic flow, order of ideas.

Choice of 1 of 2 growth strategies: Good argumentation as to why one is more attractive than the other; makes reasonable assumptions, clearly stated.

Information the firm would need: What likely exists in their own records; what they could find publicly available; primary research they should commission.