1. ugba 106 Marketing David Robinson faculty.haas.berkeley.edu/robinson/ugba106 ugba 106 Marketing © D. Robinson, 2010 Week 4 Case Class: Suggested Format—Group Presentations

2. ugba 106 Marketing Suggested Approach for your Group Presentation

3. ugba 106 Marketing There are many possible formats You shouldn’t feel bound by this if you have a different logic-flow that better suits a particular case

4. ugba 106 Marketing 1. Problem statement What decision must be made Who is the decision maker Remember: –Your role: Consultants to top management of the firm—we are the firm! –Get to the heart of the matter

5. ugba 106 Marketing 2. Big Picture! Give your big idea—how are you going to make everything better? Show us where you are going: Market entry/abandonment Repositioning Price change Match competitor/differentiate Etc

6. ugba 106 Marketing 3. Background 3a. How did we get into this mess? Where did the problem come from? 3b. What has the company tried so far? What seems to have worked and not- worked? (Ancient history is rarely relevant)

7. ugba 106 Marketing More on Background Don’t rehash endless details Remember, the “audience” is made up of members of the firm However, lead people through what’s relevant E.g., competitive marketplace has changed Consumer tastes have changed, etc.

8. ugba 106 Marketing 4. Recommendation Clearly state what the firm should do at the strategic level Give us your plan

9. ugba 106 Marketing 5. Range of options considered Briefly summarize the reasonable strategy alternatives that you considered and rejected as the context for your one, single recommendation

10. ugba 106 Marketing [Some Reminders from ugba-100] Yes, every member of the group must participate by speaking Don’t read from a script, speak from your slides Choose the right graph type No table and graph of the same thing Avoid false precision $10 M, (not $10,208,193.14)

11. ugba 106 Marketing 6. Basis for recommendation Explain why your recommendation is the best. This may include –Situation analysis –Competitor analysis –Customer analysis A summary of your financial analysis belongs here (payoff)

12. ugba 106 Marketing 7. Assumptions & uncertainties What are the risks of your plan? What did you have to assume to make it work? What resources are you relying on having to accomplish this? What competitor and customer behavior are you assuming?

13. ugba 106 Marketing 8. Action steps What should the firm do this month? And in the next six months? –This will detail your specific implementation proposals.

14. ugba 106 Marketing Question & Answer It’s a good idea to save some (detailed) slides for back-up and to answer questions (e.g., how did you estimate the cost of product launch?) You are responsible for managing the Q&A—make sure you don’t leave anyone out