Case Study Methodology

Content
1. Why use case studies? 2. Steps for tackling case studies Situational analysis Diagnosis and analysis of the problem Derivation of alternative solutions Analysis of alternative solutions Recommendation of the best alternative Implementation of the chosen solution

Why use case studies?

The case study approach bridges the gap between marketing theory and practice Case studies reflect real-life situations; marketing is not practised in a laboratory Case studies enable you to take responsibility for marketing decisions in a logical and structured way Case study analysis emulates real workplace situations where a working consensus must be reached

Steps for tackling case studies

Situational analysis Internal analysis of the firm, its positional (dis)advantages, firm specific advantages (FSAs), value chain looking at finance, production, HRM, marketing, corporate strategy etc (need to go beyond SWOT analysis) External analysis of the firms environment including detailed market and competitor analysis (not just PEST analysis)

Steps for tackling case studies

Diagnosis and analysis of the problem

Conduct a marketing audit Identify symptoms of a problem and the problems themselves Identify key problem

Steps for tackling case studies

Derivation of alternative solutions

Brainstorming, lateral thinking Relate situation to other firms, other industries can we transfer any solutions? Generation of range of options, all addressing the key problem

Steps for tackling case studies

Analysis of alternative solutions

Critically evaluate the range of alternatives that have been identified

o Do they fit the firms fsas? o Do they fit the firms strategy? o Do they confer competitive advantage? o Do they solve the problem?

Predict the likely outcomes

Steps for tackling case studies

Recommendation of the best alternative

Re-check the environmental, competitor and market analysis against recommended solution does it fit?

Steps for tackling case studies

Implementation of the chosen solution

Evaluate how the plan will be carried out targeting, positioning, marketing mix etc What resources will be required personnel, technology, financial, other What are the expected benefits?

Any Thoughts??

Thank You