CASE STUDY METHODOLOGY

What is case study?

Case studies emphasize detailed contextual analysis of a limited number of events
Case study is an empirical inquiry that investigates a contemporary phenomenon
within its real-life context
How to use case study method?
Robert K. Yin and ta!e" R. #. stated that there are six steps namely"
$etermine and define the research questions
elect the cases and determine data gathering and analysis techniques
%repare to collect the data
Collect data in the field
#valuate and analyze the data
%repare the report
In the case study!!
& case study is an in-depth study as compared to studies with many observations
'breath(.
)sually answers one or more questions which begin with *how* or *why.*
+o conduct a literature review to assist in defining the research questions.
+o find out what has already been done by literature review
Case Studies and "#actice
- ,nteresting" real world situations with insights into the studies of management
- $ecision ma!ing
- may become easier
- better quality of decisions
- faster decision ma!ing
- -or!ing in teams
Case Studies So$utions
- $ifferent from normal homewor! design
- .ften more than one answer
- depends on assumptions and problem definition
- +ime is well spent
- confidence in a decision-ma!ing position
- parallels to real-world situations
Attac%in& the Case
- %roblems with quantity of information
- first too much/later not enough
- olution0
- see! additional information
- ma!e assumptions
- $ecide which questions to as!
- ,nstructor will be more interested in the analyses and process than in absolute
correctness
Ste's o( "#o)$em Ana$yses
- Read the case thoroughly
- $efine the central issue
- $efine the firms goals
- ,dentify the constraints to the problem
- ,dentify all the relevant alternatives
- elect the best alternative
- $evelop an implementation plan
SAM"LE CASE *UESTIO+S
I+DUST,Y A+ALYSIS
& group of investors is considering building a large restaurant in the downtown
arts district of a large city. -hat factors should they consider1
MA,-ET E."A+SIO+ CASE
& ).. snac! food manufacturer is considering entering the &sian mar!et with a
new product line. hould this client pursue entering this mar!et1
I+/ESTME+T CASE
&n #ast Coast high-end clothing manufacturer is considering opening retail stores
in the 2idwest to handle the growing demand for their product. -hat factors
should they consider1
",O0ITA1ILITY CASE
Your client manufactures diapers for babies. +he board wants to !now if its
advertising campaign for a new premium line of diapers has been successful.
3ow would you evaluate the campaign4s performance1
",ICI+G CASE
&n inventor of a new electronic gadget wants to !now0 5( -hat is the mar!et for
his goods" and 6( how to produce it and 7( -hat the pricing structure should be.
-hat steps should be ta!en1
Indust#y ana$ysis case2 A &#ou' o( in3esto#s is conside#in& )ui$din& a $a#&e #estau#ant
in the downtown a#ts dist#ict o( a $a#&e city! What (acto#s shou$d they conside#?
-ey 4uestions to as% you#se$(2
2ar!et/Competition
3ow big is the mar!et1
-ho else in in the mar!et1
-hat level of product differentiation exists1
3ow concentrated is the industry1
3ow difficult it is to enter/exit this industry1
-hat are the economies of scale1
3ow steep is the learning curve1
Customer/supplier relations
,s the company in a position of negotiating power1
&re there multiple substitutes for supplies1
8inancials
-hat !ey financials need to be considered1
-hat ris! factors can be identified1
Ma#%et e5'ansion case2 A U!S! snac% (ood manu(actu#e# is conside#in& ente#in& the
Asian ma#%et with a new '#oduct $ine! Shou$d this c$ient 'u#sue ente#in& this ma#%et?
-ey 'oints to conside#2
2ar!et/Competition
-here would you find information on mar!et size1
,s the mar!et downsizing" stagnant or growing1
-ho else in in the mar!et1
3ow does the client compare with these competitors1
Customer needs
-hat customer segments need to be identified1
3ow are the needs of these segments different1
&re these needs currently being met1
Can the client meet these needs1
#conomics
-hat are the costs involved in this expansion1
3ow great is the R.,1
In3estment case2 An East Coast hi&h6end c$othin& manu(actu#e# is conside#in&
o'enin& #etai$ sto#es in the Midwest to hand$e the &#owin& demand (o# thei# '#oduct!
What (acto#s shou$d they conside#?
-ey 4uestions to as% you#se$(2
ustainability of profits
,s this mar!et loo! continually profitable1
,s this the correct segment to move into1
Competition
-hat is the client4s competitive position in this mar!et1
-hat differentiates the product1
%rice/Costs
3ow do pricing structures compare1
3ow are the costs distributed1
"#o(ita)i$ity case2 You# c$ient manu(actu#es dia'e#s (o# )a)ies! The )oa#d wants to
%now i( its ad3e#tisin& cam'ai&n (o# a new '#emium $ine o( dia'e#s has )een
success(u$! How wou$d you e3a$uate the cam'ai&n7s 'e#(o#mance?
-ey 4uestions to as% you#se$(2
Costs
-hat are the fixed costs1 variable1
-hat economies of scale exist1
,s plant utilization up1
Customers
3ow sensitive are customers to price1
3ow is the mar!et segmented1
"#icin& case2 An in3ento# o( a new e$ect#onic &ad&et wants to %now2 89 What is the
ma#%et (o# his &oods: and ;9 how to '#oduce it and <9 What the '#icin& st#uctu#e shou$d
)e! What ste's shou$d )e ta%en?
-ey 4uestions to as% you#se$(2
2ar!et
-hat type of mar!et is it1
-hat will the mar!et bear1
Competition
3ow does the client4s position compare to others in the industry1
3ow will the competition respond to pricing changes1
Customer
3ow will customers respond to pricing changes1
-hat demand is there for this product1