Case Analysis

Method
Marketing Strategy
MAR 4803

Case Analysis A Different

Method of Teaching
Students take active role
Simulates business environment
Whats important?

Instructor / Student
Responsibilities

Instructor: Moderator
Guide

discussions
Play devils advocate

Student: Business Manager

THOROUGHLY READ
Understand

CASE!!

facts
Appropriate analysis of facts, opinions, prejudices
Make decisions

Benefits of Case Method

Process of arriving at a solution is
whats most important
Oral and written communication skills
Learn to make decisions with limited
information
Development of critical thinking skills

Frustrations!
No single right answer
Limited/equivocal information
Time requirement for analysis
Dealing with criticism from
others

Case Analysis:
Good vs. Bad

Take time to understand

facts, situation
Ponder data presented in

case
Reconsider original views
when presented with

opinions of other class

members
Differentiate problems from
symptoms

Analyze, summarize data

given in case

Rush through case, only

read once
Blindly accept data given
Stick with original views,
even when new
information emerges
Confuse symptoms and
problems
Rehashing data given in
case

Steps for Case Analysis

Situation Analysis
Determine problems, opportunities
Formulate alternative courses of
action
Analyze, evaluate alternatives
Recommend a solution
Specify a plan of action
Prepare contingency plans

Situation Analysis

Nature of demand
Extent of demand
Nature of competition
Environmental climate
Stage of product life cycle
Cost structure of the industry
Skills of the firm
Financial resources of the firm
Distribution structure

Determine Problems,
Opportunities
Key problem areas
Key opportunities
On balance, the situation is

Formulate Alternative
Courses of Action

Define objectives
Target

market
Projected sales volume
Profit analysis

Marketing Mix decisions

Product
Distribution
Promotion
Pricing

Analyze, Evaluate Alternatives

What are possible alternatives?

Limits to possible alternatives
(competence, resources, ethical
responsibilities)
Are alternatives reasonable, logical?
Advantages, disadvantages of each
alternative
Which alternative best solves
problems, and creates minimal new
problems?

Recommend a Solution
Judge relative risks, opportunities
offered by various alternatives
Optimal choice: Best balance
between potential profit and cost of
failure
Make clear-cut decision, avoid
qualifications and other obvious
hedges

Specify a Plan of Action

How will decision be implemented?
Personnel, other resources
involved
Likely market reaction

Prepare Contingency Plans!

What If
Market

does not respond as

anticipated?
Competitors take unexpected action?
Economy differs from forecasts?