Transcript Case Analysis Method Marketing Strategy MAR 4803 Case Analysis – A Different Method of Teaching Students take active role  Simulates business environment  What’s important? 

Case Analysis
Method
Marketing Strategy
MAR 4803
Case Analysis – A Different
Method of Teaching
Students take active role
 Simulates business environment
 What’s important?
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Instructor / Student
Responsibilities
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Instructor: Moderator
 Guide
discussions
 “Play devil’s advocate”
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Student: Business Manager
 THOROUGHLY
READ CASE!!
 Understand facts
 Appropriate analysis of facts, opinions,
prejudices
 Make decisions
Benefits of Case Method
Process of arriving at a solution is
what’s most important
 Oral and written communication skills
 Learn to make decisions with limited
information
 Development of critical thinking skills
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Frustrations!
No “single right answer”
 Limited/equivocal information
 Time requirement for analysis
 Dealing with criticism from
others
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Case Analysis:
“Good” vs. “Bad”
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Take time to
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understand facts,
situation
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Ponder data
presented in case
Reconsider original 
views when presented
with opinions of other
class members
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Differentiate problems
from symptoms
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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
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Situation Analysis
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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…
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Formulate Alternative
Courses of Action
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Define objectives
 Target
market
 Projected sales volume
 Profit analysis
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Marketing Mix decisions
 Product
 Distribution
 Promotion
 Pricing
Analyze, Evaluate Alternatives
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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
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Specify a Plan of Action
How will decision be implemented?
 Personnel, other resources
involved
 Likely market reaction
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Prepare Contingency Plans!
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What If…
 Market
does not respond as
anticipated?
 Competitors take unexpected action?
 Economy differs from forecasts?