Analyzing Case Studies

Hemant Kumar

Why analyze case studies?

Provides insight into managerial problems Brings experience into the classroom Provides common information for a group of people to discuss management issues

Six steps in case analysis

Gathering familiarity Recognizing symptoms Identifying goals Analysis Diagnosis Action planning Note: These are for ANALYSIS not writing up the case

Step 1: Gaining familiarity

Thorough grasp of information in the case

Who, what, where, when, how

Types of information
Fact - seen or heard by 2 or more people Inference - judgment based on supporting evidence Speculation - cued from info but not verifiable Assumption - totally independent of evidence

Step 2: Recognizing symptoms

List all indicators that something is not as expected Note who is bothered by particular situations List should be as exhaustive as possible

Step 3: Identifying goals

List all goals by the major individuals, groups, etc. in the case Includes identified and inferred constituents and goals

Step 4: Analysis
Application of models, theories, concepts that you are familiar with and help explain the situation As new information is revealed, repeat the process

Step 5: Diagnosis
Identify predicaments: goals that are incongruent with each other Identify problems: discrepancies between goals and performance Prioritize predicaments and problems regarding timing, importance, cost, etc.

Step 6: Action planning (implementation plans)

Specify and prioritize criteria used to choose each action Discover or invent feasible alternatives Examine possible outcomes of actions (risks and opportunities) Select a course of action Design an implementation plan/schedule Create a plan for assessing the action to be implemented

Additional notes

Daily case studies

Discuss with group but dont need group consensus; rather, refine, adjust, amplify your own conclusions

Class discussions
Bring in your own experiences

Is there a right answer? Apple v. IBM Everyone is responsible for contributing to class learning; dont come to class unprepared

Where are cases going to help?

Provide you with experience Experience provides point of reference in business discussions Learn from others mistakes JPS # of cases

Writing up your analysis of case studies

Hemant Kumar

Sections of your case analysis

Executive Summary Analysis of Situation Strategic Alternatives Selected Strategy Implementation Plans

Executive Summary
Short, 100-150 words Separate page Ticket to see the boss Highlights, very direct, not reporting

Executive Summary Sample

Atlas aims to focus its operations on a commitment to growth in sales and profitability in conjunction with its new corporate strategy and structure. Atlas can achieve this high growth through utilization of its current excess capacity. It will continue to serve as a source for high quality/differentiated products in addition to penetrating another segment under a different product name to help Atlas achieve this growth while minimizing risk. The evolution of Atlas into a corporation will include functional strategy changes in organizational structure, planning, and risk reduction. This will be accomplished through establishing clearer lines of authority to encourage organizational focus on a common goal, hiring of an executive to replace Jerry Nelson, and hiring a financial controller/planner to resolve current problems and reduce risks.

Situation Analysis
Concepts and theories used to discuss main points (i.e., E-O-R model) ANALYZE, DONT REPORT Use facts from the case, analyze goals, objectives, predicaments, problems, etc.

Strategic Alternatives

Come up with the three you think are the most viable Discuss the two you didnt select and indicate why you didnt select them Discuss your chosen alternative last and this will lead into a description in great detail in the next section

Selected Strategy

Discuss in greater detail the strategy you have chosen and how it resolves the problems and predicaments presented in the situation analysis section Be as specific as possible, use numbers, facts, exhibits, etc. to present

Implementation Plans
Be specific and logical Address potential risks and how stakeholders might react

Details
Follow instructions in the syllabus Papers that do not follow the instructions will not be graded

Exhibits These are important

Dont copy from textbook, reproduce and incorporate specific information from the case Sometimes a summary paragraph at the bottom of the exhibit page can be helpful Number as they appear in the text

Sample exhibit

Entrepreneur + Energetic + Driven + Father started businesses -No industry experience - No entrepreneurial experience

Opportunity + Captive audience + Personal connection with market - Small market - Low returns

Resources + Father may have resources + Consulting from Ron D. + MBA students maybe change mind -High cost of professional manager - Questionable ROI, IRR

Robin Hood
Hemant Kumar

Question #1

Who are the relevant stakeholders in this case?

Stakeholders and the Enterprise

External Stakeholders Customers
Suppliers Governments Unions Local Communities General Public

The Firm
Contributors

Inducements

Contributors

Inducements

Internal Stakeholders Stockholders Employees Managers Board Members

Can we organize these stakeholders?

Potential competitors

Supplier power

Rivalry

Buyer power

Substitutes

Where do the other forces fit?

Political and Legal Environment
Potential competitors Technological Environment

Supplier power

Rivalry

Buyer power

Demographic Environment

Substitutes

Macro-Economic Environment

Social Environment

Stakeholder Impact Analysis

Identify stakeholders Identify stakeholders interests and concerns Identify resulting claims stakeholders are likely to make Identify most important stakeholders (from organization's oerspective) Identify the resulting strategic challenges

Question #2

What is the current mission of Robin Hood and his Band of Merry Men?

Defining the Business

Who is being satisfied? Customer Groups What is being satisfied? Customer Needs

Definition of Business

How are customer needs satisfied? Distinctive Competencies

Question #3
What factors are influencing the bands revenue streams? What factors are influencing the bands expenses and profitability?

Question #4
What are the environmental threats and opportunities that the band faces? What are the bands strengths and weaknesses?

S.W.O.T. Analysis

Question #5

What is the key problem or issue that must be decided?

Question #6
How would you evaluate this as an entrepreneurial venture? What are the critical factors that you would consider (put on the board)?

Robin Hood Case

Alternative 1: Transit tax Affects rich and poor Inconsistent with culture and purpose of the original organization Not a good fit

Robin Hood Case

Alternative 2: Continue robbing but in an adjacent region Consistent with original organization and growing size Complications:
Functionally structured More decentralization Who leads units? What would reporting responsibility be? Revenues shared or retained? Expenses shared or retained? Who trains newcomers? Etc.

Robin Hood Case

Alternative 3: Align with the barons so that King Richard can be released from prison and Robin can receive amnesty What would become of the band? What are Robins responsibilities to his internal stakeholders?

Defining your business: Who has a business idea?

Who is being satisfied?
Customer Groups

What is being satisfied?

Customer Needs

Definition of Business

How are customer needs satisfied? Distinctive Competencies