Case Analysis Guide

The Six Steps for Preparing a Case Analysis with excerpts from: “Teaching and the Case Method”, Barnes, Christiansen, Hansen; Harvard Business School Publishing. Professor Edward G. Wertheim, College of Business Administration, Northeastern University

Why study using the case method?
Stated simply, to teach you, the student, how to think.

“The sole direct path to enduring improvements in the methods of instruction and learning consists in centering upon the conditions which exact, promote, and test thinking. Thinking IS the method of intelligent learning, of learning that employs and rewards mind. We speak, legitimately enough, about the method of thinking, but the important thing to bear in mind is that thinking IS method, the method of intelligent experience in the course which it takes”. *

*From “Teaching and the Case Method”, Barnes, Christiansen, Hansen; Harvard Business School Publishing.

Your Responsibilities:
Participation in a case method class is futile without careful preparation. It is similarly futile to attempt to learn simply by listening to your classmates’ opinions of the “right answer”. Learning in a case method course is based on active participation in the generation of alternative solutions and creation of actionable strategies. The case itself is merely the conduit for discussion. Most students are disconcerted by the seemingly vast and disjointed information presented. Even though the prospect of a case analysis can seem daunting at first, the guideline presented here can help.

Another responsibility of the student is class participation. The in class discussion allows students to test their theories in front of a peer group. The nature of the discussion is similar in effect to that of a moderated focus group. This creates a supportive and collaborative group dynamic for all to learn from. The instructor's role is not to provide specific answers, as no specific answer exists. Rather, the instructor may highlight, synthesize or redirect in an effort to move the discussion in the right direction.

Case and Presentation Format:

I. Cover Page with: Title and names of all group members Course, professor’s name, section, and date II. Be sure to clearly distinguish between each of the 6 sections of the Case Analysis. Completed Case Analyses typically take 7-10 pages to thoroughly explain each section. However, these are graded based on the quality of your work, not the quantity of pages written. III. All case handouts should be submitted at the beginning of the presentation. IV. In addition to your case analysis, you should prepare copies of your Power Point presentation with 3 slides printed per page and stapled. V. All case presentations will run 20-25 minutes with 15-20 minutes for questions. Time accordingly – not too short & do try not go over time. VI. Each group must answer questions submitted by the audience. VII. Make sure to introduce the topic, group members, and clearly transition between sections. Make sure the audience is following and engaged at all times. VIII. All group members should be fully prepared for the presentation. Help us learn, lead a good discussion and answer all questions. Imagine the company is in the audience. IX. Any typed case and PP submission should have a cover page; all sections are labeled and are double spaced and printed in a 12-point font. Use bullet points for the SWOT analysis only. X. Must be turned in at the beginning of class! Late cases or questions will not be accepted. XI. Each group member must present to receive credit. All group members receive the same grade. Choose your groups carefully. XII. If your group is not presenting, you must submit 5 questions (2 typed copies) at the beginning of class, one for the professor with answers and the second, without answers, for the group presenting.
Preparing a Case: Six Steps for Problem Analysis

The following six-step guide will assist you with preparing the cases for this course

1. Situation Analysis
It is not uncommon for cases to demand more than one reading to become familiar with the facts and players. Keep the following questions in mind as you read the case:

• Have I identified the key issue(s); • Who are the key players, who is not; • What is the decision facing the key player; • What information is missing (and where can I find it)

It is rare that you will, as a manager, have every necessary piece of information at your disposal. Part of your success here will rely on your ability to make assumptions that are well grounded.

Tools such as S.W.O.T. analysis are particularly useful at this stage of the process

2: Defining the Problem
Tested here is your ability to discern the true problem of the case. This is both the most critical, and most challenging part of case analysis. Failure to correctly identify the problem (whether as a student or as a manager) leads one down the path of solving the “wrong” problem. This is a waste of time, money, and human resources. What we at first think is the real problem often is not.

3. Causes:
Having successfully (one hopes) identified the key problem(s), you must now try to find its root cause. It is important to keep in mind that your task is not to solve anything yet.
Some tips: • Avoid jumping onto the first suspect piece of data. It will rarely be that easy • Stay open to the possibility that there could be more than one cause

4. Generating Alternative Solutions (note, that IS the plural)
Above all else, remember that this is a Marketing Strategy course. When creating solutions, try to • Keep the perspective of the actor(s) in the case. Your solutions must be within their power to implement • Your solution should be holistic. Never limit yourself solely to the 4 P’s • Discuss any outside influences on your solution (External Marketing Environment) • Be sure that the solution is realistic. A billion-dollar solution is not part of a million-dollar company’s strategy.

5. Decision
You will need to choose the one “best” solution from your alternatives. When writing this section, be sure that your response: • Addresses the core problem. Be specific. • Clearly states what you expect will happen once your solution is implemented • Details which actors will be implementing the solution, and how.

6. The action plan
Here you will provide detail on exactly how your plan will be implemented. Be sure to detail how each objective will be met. Be self-critical, explain any limitations of your implementation.

Writing Style

• Always explain WHY. It is never acceptable to assume the reader already knows. • Be clear, organized, and precise. It should be clear to the reader which section of the paper they are looking at • Start strong, gain the readers interested • Don’t be afraid of using your textbook as well as the library to support your findings. You might even discover linkages between your text and the cases