Analyzing Marketing Cases

How to Conduct a Case Analysis

Put yourself inside the case
Think like an actual participant
Marketing decision maker
Board of directors
Outside consultant

Five Steps: Step One

Become familiar with the material
Read quickly through the case one time
Use initial read-through to assess possible links
to marketing concepts
Read the case again, making notes
Evaluate application of marketing concepts
After forming first recommendation, thumb
through the case again to assess consequences
of actions you propose

Five Steps: Step Two

Identify problems
Symptoms vs.. Problems: avoid getting hung up on
symptoms
Some cases have more than one problem
Articulate the problem
Writing down a problem statement gives you a
reference point when you proceed through the
case analysis

Some problems are not apparent until after you do

the analysis

Five Steps: Step Three

Conduct marketing analyses
Determine which marketing issues are involved
Use marketing tools to conduct the analysis

Competitior analysis
PEST analysis
SWOT analysis
Value chain analysis
Financial analysis

Test your own assumptions about the case

Five Steps: Step Four

Propose alternative solutions
Develop a list of options first without judging them
Evaluate alternatives

Can the company afford it?

Is the solution likely to evoke a competitive response?
Will employees accept the change?
How will it affect other stakeholders?
How does it fit with the vision, mission, objectives?
Will the culture or values of the company change?

Five Steps: Step Five

Make recommendations
Make a set of recommendations that your analysis
supports
Describe exactly what needs to be done
Explain why this course of action will solve the
problem
Include suggestions for how best to implement the
proposed solution

Points to Remember
Always connect the problem(s), alternatives, and
recommendations
Often, the problem is stated in the case; you just
have to look a little for it

Presentation Requirements
Introduction of Team
Outline of presentation
Company Overview
Problem Identification
Marketing Analysis
Alternatives
Recommendation
Conclusion/Wrap Up of relevant information
30-40 minutes in length

Report Requirements
1.

Include:
a)

Cover sheet with:

a)
b)
c)
d)

b)
c)
d)
e)
f)

2.
3.
4.

Class and section

Group name
List of group members
Case name and number

Historical Overview/Company Profile

Identify problem(s)
Marketing Analysis
Alternatives
Recommendation(s)

Be thorough, but brief and concise.

Use charts and graphs to consolidate information and keep it
interesting.
Pattern report on presentation

Report Requirements (cont.)

Format-Business style writing
3-5 pages in length
Times New Roman font, 12 pt., 1 inch margins
Single-space paragraphs
Double-space between paragraphs and after headers
Section headers in bold; sub-headers italicized; no
punctuation after headers
All type should be left justified (do not indent paragraphs)
Charts and graphs should be in-line, not in appendix

Consistent formatting throughout

Use charts, graphs, images and bullets; be creative but
professional

Submission Requirements
On day of presentation, submit the
following:
Report
Copy of slides
Print 6 to a page; needed for reference only