How to Analyze the Case A Worksheet

Md. Bakhtiar Rana Chair & Associate Professor Department of Marketing Jagannath University Dhaka

By definition, a case is nothing but a story with multi-dimensional analysis of different information and data on a particular firm or an event that a firm encountered. Mostly the story is presented on a particular issue of business function, such as marketing, management, finance, accounting, international business, organisation etc. To be more specific, it is usually presented on a specific matter or issue of a function of business, say marketing; such as segmentation of market for Levis in USA. In analysing the marketing case or any business case, students can follow the given points provided the main message / theme of the case is taken into account. This worksheet does not mean that the sequence or the points mentioned herein should necessarily be followed regardless of the kind of case. Some changes may take place and the sequence of presentation of the case may be modified in accordance of the information available as well as the nature of the case. However, while analysing any real company case, the same worksheet can be followed provided the analysis of every point should refer to the information and data collected from the company profile or other sources. There are many forms of cases, and they are categorised based on the size of presentation, amount of information presented, depth of analysis, number of dimensions discussed. In this worksheet, mostly three kinds of cases are discussed, and the sequence of solution for each kind is also presented. The cases are: a. Short case b. Long case c. Strategic marketing case

M. Bakhtiar Rana, Department of Marketing, Jagannath University

Short Case: Short case is a presentation with limited information of a particular business issue on a firm or an event that a firm encountered. In this kind of case, often there are some questions asked that the students are supposed to answer based on the given information. However, it is expected that students would use their analytical skill to solve the questions. Long Case: There is a kind of case which contains a big amount of information with multi-dimensional analysis on a particular issue of business of a firm. It is assumed that students would solve that case following a particular sequence, and would give further analysis to relate the information presented to the new dimensions that were not discussed. The purpose of this case is to examine the students ability to organise, analyse and present the case with specific knowledge & skill. Strategic Marketing Case: This kind of cases is well organised and presented with huge information on various dimensions of marketing functions of a company. Often, students choose a particular company to analyse the strategic marketing performance of a unit or a product of a company.

M. Bakhtiar Rana, Department of Marketing, Jagannath University

The points of solution for each kind of case are given below:
Short Case: When the size of the case is very small and the information is
very limited, the following structure may be used: 1. 2. 3. 4. Title of the case (Make it) Brief overview of the case and the problem Brief introduction of the company and the situation Analysis of the dimensions (Dimensions which have been discussed) with the theoretical sense/ knowledge/ logic. 5. Major findings and selection of alternative solutions 6. Selection of the best alternative solution 7. Conclusion

Long Case: In analysing the real company case for class room presentation
the following sequence can be followed: (Important Note: The following sequence may be modified or some points may be omitted considering the information presented in the case.) 1. 2. 3. 4. 5. Title Introduction Objective of the company in respect of case analysis Brief history of the company Body of the report: a) Nature of the industry/ firm b) The organisational structure c) The degree of internationalisation took place in the firm (In case of International Business and International Marketing Case) d) Companys business mission and plan e) Product information and strategy, and product life cycle analysis f) Distribution information and strategy g) Pricing strategy and techniques h) Promotional strategy and analysis of promotional mix i) Competitors information and strategic positioning and advantages j) Companys core competency and distinctive competency analysis k) Business environment analysis from the view point of the firm= SWOT l) Consumer behaviour analysis for the products of the firm ( as said in the case) m) Analysis of brand image and differentiation n) Analysis of STP= Segmentation, Target, Positioning o) Market information- market growth and relative market share of the company/firm p) Demand analysis- dynamics of the demand from the consumer, use and technologys point of view.

M. Bakhtiar Rana, Department of Marketing, Jagannath University

6. Major findings from the above analysis 7. Selection of alternative strategies 8. Choosing the best strategy(ies) as well as the justification of the strategy (These two above points will be addressed while you want to suggest any strategy or in case of strategic marketing analysis, otherwise you can discuss the major findings with supporting information and data so that a thorough knowledge based analysis comes out in order to get practical idea of international marketing/ strategic marketing. Here, author will relate his/her own idea and opinion in the analysis) 9. Summery of conclusion 10. Appendix 11. References

Strategic Marketing Case: In case of large-size case analysis the

following structure and the points may be used:

Major structure of the strategic marketing case analysis

Introduction External Analysis (Nature of the industry analysis, market analysis, competitor analysis and consumer behaviour analysis) Internal Analysis (The organization --- SWOT analysis, specific problem analysis) A plan of action (Strategic approach against each and every problem, selection of alternative strategies) Potential outcomes ( Analysis of the major outcomes expected when the strategies would be implemented) Choosing the best alternative strategy Conclusion

Detail Structure of Case Analysis

1. 2. Introduction External Analysis Nature of the industry, market and buyer behavior What is the nature of industry structure, conduct, and performance? Who are the competitors, and what are their strengths and weaknesses?

M. Bakhtiar Rana, Department of Marketing, Jagannath University

How do consumers / customers buy in this market or industry? Can the market be segmented? How? Can the segments be quantified? What are the requirements for success in the industry? Consumer Behavior and Decision Process Who makes or influences the purchase decision? What functional or psychological factors are important? Are consumers brand loyal? Where and how do consumers obtain product information? Where do consumers purchase the product? Are consumers price sensitive? Is/can the market be segmented with respect to what consumers want and how they buy? Extent of Consumer Demand What is the current size of the market? Will this change or remain the same in the future? Are some market segments larger than others? Are some market segments not worth pursuing? Why? Nature of the Competition What is the present and future structure of competition in the industry? (number and size of competitors, market share, strengths) How do competitors' marketing programs differ, how are they similar? What are the anticipated retaliatory moves of competitors? 3. Internal Analysis The organization What are the organizations mission, objectives and distinctive competency? What is its offering to the market? How can its past performance be characterized? What is its potential? What is the situation in which the manager or organization finds itself? What factors have contributed to the present situation? Organization's Competitive Advantage Does the organization have a competitive advantage in any of the following areas: lowest delivered price? superior product benefits? excellent customer service? established brand name? company reputation for quality? better availability to consumers?

M. Bakhtiar Rana, Department of Marketing, Jagannath University

4.

Plan of Action Development of Alternatives (Strategies) 1 Develop alternatives that evolve from the analysis to resolve the problem(s) or issues in the case One of the alternatives could be to continue the company's current marketing strategy Evaluate all of these alternatives Discuss the pros and cons considering possible obstacles to implementation and relevant aspects Alternatives - 2 What alternatives are available to the organization? What are the costs and benefits of alternative in both qualitative and quantitative terms? Is there a disparity between what the organization wants to do, should do, can do, and must do?

5. Potential Outcomes Potential outcomes (A kind of hypothetical assumptions against the strategies proposed) What will be the buyer, trade, and competitive response to each alternative? How will each course of action satisfy buyer, trade, and organization requirements? What is the potential profitability of each alternative? Will the alternative enhance or reduce the organizations ability to compete in the future? 6. Choosing the best alternative strategy Selecting among Strategic Alternatives Consider scenarios Pursue a sustainable competitive advantage Be consistent with organizational vision and objectives Be feasible Consider relationship to other firm strategies 7. Conclusion

M. Bakhtiar Rana, Department of Marketing, Jagannath University

Some Important Tips for Case Analysis

In case of incomplete information: Try to make estimates See if you can use other pieces of data to make similar conclusions Use your own intuition and judgment Acknowledge any gaps and make if-then type of evaluations Reasonable assumptions can be made when necessary. The bases for each assumption should always be supplied if it is not obvious Communicating the analysis: written report There is no one correct approach to organizing a written case analysis Identification of the strategic issues and problems Analysis and evaluation Conclusions / recommendations No restatements of case information, but an analysis and assessment of the facts, data and management views Using appropriate analytical tools Communicating the analysis: class discussion & presentation Discussion requires careful preparation Participation involves more than talking Identifying the relevant issues for discussion

Some grading criteria

Is the analysis: complete consistent well integrated and organised relevant rigorous How well was the main problem identified? How well were the key issues addressed in analyzing the problem? How well were the recommendations / conclusions justified by analyzing appropriate data / information from the case. Use of appropriate analytical tools and concepts

M. Bakhtiar Rana, Department of Marketing, Jagannath University