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A case analysis is application of the readings to the questions at the end of the case presented. Learners are expected to follow the case format using the questions to draw material from the case and the text chapter(s) and outside sources to complete each section of the analysis.

General Format

Issue: state the problem 1 Sentence! Related facts and Assumptions: the clues to the problem/solution--these support the problem statement as being logical and obvious Identify each segment as either fact or assumption. Analysis: use the questions posed at the end of the case Here is where you write a logical narrative explaining how the facts and assumptions highlight the issue (problem) by answering the case questions. Recommendations: what do you think are possible/optimal solutions to the problem State at least three (3) alternatives. Support each one of your recommendations using the chapter material, your experience, and or outside sources (cite). Explain the anticipated consequences of the recommended course of action. Conclusion: summarize what you have said Of your three courses of action, choose one that you believe to be most logical given the analysis, facts, assumptions, and the problem.

The Case Analysis

1. Opening Quotation: This gets the reader's attention and makes him want to read the case to find the answer and understand what the solution to the problem should be.

2. Table of Contents: an index to make it easy to find the different sections of the case.

3. Statement of the Problem: A short, concise 2 to 3 sentence summary of the problem and its likely cause.

4. Facts bearing on the case: These should be in historical order and numbered.

5. Assumptions: This deals with the future and how events will likely progress.

6. Alternative Courses of Action: Possible decisions which can be made are listed together with his reasons for doing so.

7. Recommendation: The personal opinion of the author as to the best path to follow together with his reasons for doing so.

8. Questions answered: Common questions and answers are given.

9. Footnotes: Any citations in the text are able to be found by referring to the appropriate footnote.

10. Bibliography: A listing of all sources used in the preparation of the case.

11. Closing Quote: A one-sentence summary of the problem and the author's solution to it.

PHASE OF A CASE ANALYSIS

Phase 1: Obtain an overview

What kind of business is this?

What decisions must be made?

Who will make them?

Why is the decision important?

What are the potential consequences?

Phase 2: Situation analysis

Categorize case facts

Analyze case data

Distinguish symptoms from problems

Establish a list of problems

Phase 3: Identify and assess alternatives

Identify alternative courses of action

Consider positive and negative aspects of each alternative

Assess risks associated with each alternative

Phase 4: Recommendation

Select a course of action

Clarify key assumptions

Present action plan

COMPONENTS OF A SITUATION ANALYSIS FOR A CASE

1. Corporate-level situation analysis

Corporate mission and objectives

Resources and competencies

Environmental problems and opportunities:

Demographic

Social-cultural

Economic

Technological

Legal and regulatory

Competition

Portfolio analysis

2. Product-level situation analysis

Market analysis

Describe the product market structure

Find out who buys

Assess why buyers buy

Determine how buyers make choices

Determine bases for market segmentation

identify potential target markets

Competitive analysis

Identify direct competitors

Assess likelihood of new competitors

Determine stage in product life cycle

Assess pioneer advantages

Assess intensity of competition

Determine competitors' advantages and disadvantages

Market measurement

Estimate market potential

Determine relative potential of each geographic area

Track industry sales trends

Assess company or brand trends in sales and market share

Make forecasts

Profitability and productivity analysis

Determine the cost structure

Identify cost-volume-profit relationships

perform break-even and target profit analyses

make projections of sales or market share impact of marketing expenditures

3. Summary

Assess performance (identification of symptoms)

Define problems and opportunities.