It is important to remember that this is not a report. Iâ€m not
looking to see if you read the case or not. You need to take the
key issues and think about them within the context of whatâ€s given
in the case. The key here is to think about what you would do if
you were in this situation. I am looking for your thoughts—with
justification. Integrate and synthesize theory and terminology from
class and the readings into your case analysis. This is key to
producing a superior analysis.
How to Prepare the Written Case StudiesUse the following
instructions for each part to structure your analysis.
Part I. Identify the Key Issues in an Executive SummaryIn
this section you should read the case and ask yourself, “Whatâ€s
happening here right now?†What are the issues that the firm
faces within the context of the case? In many cases there are
issues that involve more than one business function. For example,
are there marketing issues, management issues, organizational
issues, competitive issues, financial issues, etc.? Your executive
summary should briefly identify the key issue(s) at hand and
describe how you will come up with your solution. Briefly, but
specifically, mention your key strategies at the end of this
section. This section should be one page maximum—preferably half
a page. It might help to write this as your last section.
For Parts II and beyond, remember: You are not writing a
“report.†You are writing an analysis. You should take the
information in the case, think about it, and then report your
thoughts. You should be comfortable saying “I think….†and be
comfortable making bold statements. Think of yourself as a
consultant hired by the firm to give them strategic advice. They
already know what itâ€s in the case—they want your take on the
situation. The use of outside information may be appropriate to
support your claims, thoughts, and ideas.
Part II. Identify Internal StrengthsWhat is the firm doing
well internally? Why is it doing these things well? And, more
importantly, how do the strengths of the firm tie to marketing
theory and concepts? What lead to the success of the firm in the
past (or present)? What strengths of the firm will lead to future
value?
Part III. Identify Internal WeaknessesWhat is the firm doing
poorly internally? Why is it doing these things poorly? What lead
to these poor tactics? How do the weaknesses contradict “goodâ€
marketing theory and concepts?
Part IV. Identify External OpportunitiesWhat is going on the
firmâ€s external environment that the firm can use to its
advantage? For example, if you are analyzing a case on McDonaldâ€s,
an external opportunity might be the fact that the Atkins Diet has
run its course and people are eating carbs again. These are not
strategies here—those will come later (Part VII). In this
section, focus on the external variables the firm can take
advantage of.
Part V. Identify External ThreatsWhat is going on in the
firmâ€s external environment that the firm needs to defend against?
Analyze competitors—competition is certainly one external threat.
Maybe government regulation is another. Possibly the taste of the
target market is another. For example, if you are analyzing a case
on Amtrak, one major threat is the growth of Southwest airlines and
cheap, national air travel.
Part VI. Other Issues / MetricsWhat other issues are going on
in the case? How does the firmâ€s financial situation look? If
financial data is given, what are the trends you see? Does anything
you see “jump out†at you? Is there a lot of debt? Any expenses
seem odd?
Are there any other issues out there that didnâ€t quite fit
in Parts II–V? Discuss them here.
Part VII. StrategiesBased on all the issues that you
identified in Parts II–VI, what do you recommend that the firm do
now? Be specific as possible. General strategies like “sell more
products†are a gimme and add little to your analysis. You have
to think deep here. How can the firm use its strengths to take
advantage of external issues? How might the firm have to defend
itself against threats? How can the firm shore up weaknesses?
Again, think of yourself as someone hired to help this firm. What
do you tell them and why? What are the risks and short/long term
implications of what you suggest? (Please note that this should be
your longest section.)
IMPORTANT:
I will be attaching a copy of the Jaguar Case study to read
and write this report on. Also, I will be attaching a copy of a
SAMPLE Case Study so you can see the format to use and how to
write. This is not the normal case study, the professor wants our
personal opinions. Don’t be scared to write with, “I think that, or
I believe.”
2 Attachments
below is a sample case study paper, of what should be done
and the second doc is the case study
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