Case Analysis

A case is a situation analysis that yields a recommendation or set of recommendations for strategy. While there may be more than one solution to a case, there is one solution that is better than others. Your job is to convince me, using information from class and the case, that your recommendations are better than any alternative.

Your grade will be based primarily on the rigor with which you analyze the case (including your use of concepts from class) and the strength of your recommendations. Please structure your analysis as follows:

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I. Statement of problem or problem(s) facing the firm. State the problem(s) clearly and succinctly. Explain why you believe it (or they) is important. Include information on concepts from class as needed. (10%)

II. Summary of the situation analysis. This is the section in which your SWOT analysis should appear. Present a thorough analysis of this information in an Exhibit at the end of the document. Keep in mind that Strengths and Weaknesses are internal to the company, and Opportunities and Threats are external to the company. Strengths and Weaknesses include the 4 Ps (see your reading) as well as financial considerations. Opportunities and Threats are economic, competitive, social, technological, political… factors that influence the firm’s strategy. Identifying potential weaknesses to transform to strengths, threats to transform to opportunities, and matching strengths to opportunities should be covered.
In the text, discuss only the information most relevant to the case. In explaining your analysis, be sure to use relevant concepts from class! This means that you should consult the text, lecture material, and readings. Keep in mind that this is a marketing course; however, marketing has cross-functional implications (e.g., human resources, operations) that will usually have to be considered. (45%)

III. Strategic Alternatives and Recommendations for strategy. Focus on marketing strategy (e.g., targeting, positioning, communications, and distribution) and tactics. Consider and discuss various strategic alternatives, evaluate them, and then decide which is (are) best. Your recommendations should follow logically from the statement of the problem and the situation analysis. Defend your recommendations using concepts from class and data from the case. Make suggestions for specific programs to implement your recommendations. Again, use relevant information from class. Consult the text, lecture material, and readings. (45%)

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