1. Example Case Analysis Western Chain Saw

2. Steps in Analyzing Case Analyze and Record the Current Situation –Threats, Opportunities –Strengths, Weaknesses Identify the Marketing Problem(s) facing Management Formulate, Evaluate and Record Alternative Courses of Action Select, Implement, and Record Chosen Course of Action

3. Steps in Analyzing Case Analyze and Record the Current External Situation –How complete is the analysis of threats and opportunities? Competition? Size and needs of Customers? Size and growth of Industry? Impact of Economy, Culture, Political, Legal, Technological, Demographic Conditions?

4. Steps in Analyzing Case Analyze and Record the Current Internal Situation –How complete is the analysis of strengths and weaknesses? –Are the following strengths or weaknesses? Target Market? Product? Positioning? Promotion? Price? Distribution?

5. Steps in Analyzing Case Identify Marketing Problem (Problem which can be solved by manipulating marketing mix). Hint: Formulate as a question. –Is it main problem or secondary? Can it be related to company’s goals? Is it broad enough to pose several alternatives/

6. Identify Marketing Problem Problem: Sales people are leaving the company –Causes: Improper training Unfair compensation Bad product Unrealistic quotas –Symptoms High turn over rate High training costs

7. Identify Marketing Problem Problem: In mature stage of product life cycle –Causes Maturing needs and wants –Symptoms: Increased Competition Price Warfare More Regulation

8. Steps in Analyzing Case Identify Alternatives –What alternatives were provided? –What alternatives are missing?

9. Steps in Analyzing Case Evaluate Alternatives –Use quantitative ( breakeven, market potential ) and qualitative criteria ( goodwill, customer satisfaction ) –Use same criteria across all alternatives

10. Steps in Analyzing Case Select Alternative –Pick alternative that best reaches marketing goals –Make recommendation Specific Clear Actionable

11. Situation Analysis - External What is your evaluation of external analysis? Threats ? Opportunities ?

12. Situation Analysis - Internal What is your evaluation of external analysis? Strengths –? Weaknesses –?

13. What is the Problem Facing Decision Makers? What is their objective? What is your evaluation of statement of problem? –Why? –What is the problem?

14. What are the alternatives provided for solving the Problem Facing Decision Makers? What is your evaluation of alternative provided? Why? –What alternatives were provided? –What alternatives are missing?

15. How well are these Alternatives evaluated? –Which criteria used?

16. How good is the recommendation? What is your evaluation of recommendation? –Why? –Can it be implemented? –What’s missing?