1. Marketing Strategy MAR 4803
Case Analysis Method
Marketing Strategy
MAR 4803

2. Case Analysis – A Different Method of Teaching
Students take active role
Simulates business environment
What’s important?

3. 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

4. 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

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

6. 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

7. 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

8. 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

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

10. Formulate Alternative Courses of Action
Define objectives
Target market
Projected sales volume
Profit analysis
Marketing Mix decisions
Product
Distribution
Promotion
Pricing

11. 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?

12. 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

13. Specify a Plan of Action
How will decision be implemented?
Personnel, other resources involved
Likely market reaction

14. Prepare Contingency Plans!
What If…
Market does not respond as anticipated?
Competitors take unexpected action?
Economy differs from forecasts?