1. Chapter 3 Marketing Decision Making and Case Analysis

2. What is a Case? Cases as presented in this course are examples of real situations found in the business world. Cases as presented in this course are examples of real situations found in the business world. Most concentrate on marketing issues but other organization issues often enter the decision situation. Most concentrate on marketing issues but other organization issues often enter the decision situation. Effective case analysis develops decision making skills by improving our ability to interpret and organize information. Effective case analysis develops decision making skills by improving our ability to interpret and organize information. While there is no one way to approach a case analysis, there are systematic procedures and basic considerations to use. While there is no one way to approach a case analysis, there are systematic procedures and basic considerations to use.

3. The Decision Problem Case analysis begins with a thorough reading and understanding of the case situation. Case analysis begins with a thorough reading and understanding of the case situation. The first issue to address is identifying the decision problem faced by management. The first issue to address is identifying the decision problem faced by management. Do not confuse the decision problem with symptoms. Do not confuse the decision problem with symptoms. Often the decision problem is clear; just as often, however, it is obscured by unclear management thinking. Often the decision problem is clear; just as often, however, it is obscured by unclear management thinking.

4. Decision Factors Identify alternative courses of action to the decision problem. These should reflect organization capabilities, mission, and objectives. Identify alternative courses of action to the decision problem. These should reflect organization capabilities, mission, and objectives. Identify uncertainties in the competitive environment. These are uncontrollable factors that may influence the outcome of a course of action. Identify uncertainties in the competitive environment. These are uncontrollable factors that may influence the outcome of a course of action.

5. Consider Relevant Information Cases contain an abundance of information, facts, and figures. Not all is relevant to the problem at hand. Cases contain an abundance of information, facts, and figures. Not all is relevant to the problem at hand. Includes characteristics of the industry and the organization that will influence outcomes. Includes characteristics of the industry and the organization that will influence outcomes.

6. Identify the Best Alternative Requires an evaluation of each alternative. Requires an evaluation of each alternative. Emphasis is on the “why.” Why is this course of action better than the others. Emphasis is on the “why.” Why is this course of action better than the others.

7. A Suggested Case Format Definition of the Decision Problem Definition of the Decision Problem Alternative decisions Alternative decisions Analysis of relevant information Analysis of relevant information Final recommendation Final recommendation