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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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?
Instructor / Student
Responsibilities
Instructor: Moderator
Guide
discussions
“Play devil’s advocate”
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
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?