Example Case Analysis

Western Chain Saw

 Steps in Analyzing Case
• Analyze and Record the Current Situation
– Threats, Opportunities
– Strengths, Weaknesses
• Identify the Marketing Problem(s) facing
Management
• Formulate, Evaluate and Record
Alternative Courses of Action
• Select, Implement, and Record Chosen
Course of Action
 Steps in Analyzing Case
• Analyze and Record the Current External
Situation
– How complete is the analysis of threats and
opportunities?
• Competition?
• Size and needs of Customers?
• Size and growth of Industry?
• Impact of Economy, Culture, Political, Legal,
Technological, Demographic Conditions?
 Steps in Analyzing Case
• Analyze and Record the Current Internal
Situation
– How complete is the analysis of strengths and
weaknesses?
– Are the following strengths or weaknesses?
• Target Market?
• Product? Positioning?
• Promotion?
• Price?
• Distribution?
 Steps in Analyzing Case
• Identify Marketing Problem (Problem
which can be solved by manipulating
marketing mix). Hint: Formulate as a question.
– Is it main problem or secondary? Can it be related to company’s goals?
Is it broad enough to pose several alternatives/
 Identify Marketing Problem
• Problem: Sales people are leaving the
company
– Causes:
• Improper training
• Unfair compensation
• Bad product
• Unrealistic quotas
– Symptoms
• High turn over rate
• High training costs
 Identify Marketing Problem

• Problem: In mature stage of product life

cycle
– Causes
• Maturing needs and wants
– Symptoms:
• Increased Competition
• Price Warfare
• More Regulation
 Steps in Analyzing Case
• Identify Alternatives
– What alternatives were provided?
– What alternatives are missing?
 Steps in Analyzing Case
• Evaluate Alternatives
– Use quantitative (breakeven, market potential) and
qualitative criteria (goodwill, customer satisfaction)
– Use same criteria across all alternatives
 Steps in Analyzing Case
• Select Alternative
– Pick alternative that best reaches marketing
goals
– Make recommendation
• Specific
• Clear
• Actionable
 Situation Analysis - External
• What is your evaluation of external
analysis?
• Threats
•?
•?
• Opportunities
•?
•?
 Situation Analysis - Internal
• What is your evaluation of external
analysis?
• Strengths
–?
–?
• Weaknesses
–?
–?
 What is the Problem Facing Decision Makers?
What is their objective?

• What is your evaluation of statement of

problem?
– Why?
– What is the problem?
What are the alternatives provided for solving the
Problem Facing Decision Makers?

• What is your evaluation of alternative

provided? Why?
– What alternatives were provided?
– What alternatives are missing?
How well are these Alternatives evaluated?

• How well are these Alternatives

evaluated?
– Which criteria used?
How good is the recommendation?
• What is your evaluation of
recommendation?
– Why?
– Can it be implemented?
– What’s missing?