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CASE ANALYSIS GUIDELINES (Updated 2ND SEM AY 2016-2017)

MARKETING MANAGEMENT

PRESCRIBED FORMAT

I. Case Background / Summary

- Use an outline format; be concise and use ONLY relevant information.

II. Problem Statement

- The key to case analyses is the correct identification of the PROBLEM / ISSUE. If you get the
problem wrong, then you miss the whole point.

- Most of the cases are comprehensive cases and may involve issues such as human resource
management, operations management, top management, etc. However, the problem should focus
on STRATEGIC MARKETING MANAGEMENT ISSUES discussed in class.

- The problem statement should be in question form.

III. Case Analysis

- Students should demonstrate their understanding of the reading materials.

- Stick to the case facts and the time context of the case.

- ANALYZE the case facts. Be analytical rather than just descriptive.

- Discuss the different company practices, what the company is doing right, and what it is doing
wrong.

- Use analytical tools (e.g. SWOT, Porters 5 forces model, etc.) that are relevant to the case.

- Pay attention to the exhibits; they give you significant information that will help in your analysis.

- Although the case analyses should focus on STRATEGIC MARKETING MANAGEMENT


issues, the cases are comprehensive cases, hence, concerns about finance, operations, etc. must
also be considered.

IV. Alternative Courses of Action (ACA)

- The students must offer alternative courses of action that will directly resolve the issues pointed
out in the PROBLEM STATEMENT.

- Discuss the advantages and disadvantages of each alternative.

- ACAs should be mutually exclusive.


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Example:

Problem: How can ABC company increase share of market?

Example of ACAs that are NOT mutually exclusive:

Alternative 1: Offer a new product line.


Alternative 2: Do not offer a new product line.
Alternative 3: Hire a good marketing manager.
Alternative 4: Use online advertising.

Alternatives 1 & 2 are mutually exclusive but 3 & 4 are not because Alternatives 3 & 4 are
courses of action / tactics that can be implemented to support either 1 or 2.

What is the correct way to present your ACAs / Recommendations?

ACAs:

Alternative 1: Offer a new product line.


Alternative 2: Do not offer a new product line.

Recommendation:

Alternative 1: Offer a new product line.


- Hire a new good marketing manager.
- Use online advertising.

OR

Alternative 2: Do not offer a new product line.


- Hire a new good marketing manager.
- Use online advertising.

V. Recommendation

- The group must choose from the alternative courses of action from Section IV. Justify your
recommendation.

- The recommendation must provide the answer or solution to the problem stated in Section II.

- Recommendations should be strategies that should be implemented in the future and not what
should have been done in the past.

- There should be supporting specific action plans / tactics that will address the risks /
disadvantages of the recommendation as discussed in Section IV.

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ALLOWED RESEARCH

Research should be limited to definition of terms, and to prevailing external factors (cultural,
political, technological factors) at the time the case was written.

No hindsight research is allowed. Again, stick to the case facts. Students are not allowed to
research on what the companies did after the case was written.

PRESENTATION GUIDELINES

Presenting groups are required to submit case analysis reports on the day of presentation.

There will be two (2) presenting groups per case. The presenting groups will critique /
challenge each others recommendations / analysis.

Each presenting group will be given 25 minutes (including set up time) to present.
All members of the group must participate in the presentation.
Use bullet points, PowerPoint presentations must be audience friendly.
Take note that audience impact is one of the criteria for grading.
There will be peer evaluation which will form part of the individual Class Participation
grade.
Please refer to the rubrics below for the criteria for grading.

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CRITERIA FOR GRADING:

Content 60%
o Problem statement 20 pts.
o Depth and Clarity of Analysis /
Application of concepts 40
o Alternative Courses of
Action 20
o Recommendations 20

100 pts. x .60 = 60

Presentation 40%
o Organization and Clarity 30 pts.
of Presentation
o Visual aids 30
o Audience Impact 40

100 pts. X .4 = 40

Total 100 pts.

FOR NON-PRESENTING GROUPS:

All non-presenting groups are required to submit a case analysis report for the case scheduled for the
day.
Format:
OMIT THE CASE BACKGROUND. All other items in the prescribed outline / format remain.
Maximum number of pages: 4
Criteria for grading:
o Problem statement 20 pts.
o Depth and Clarity of Analysis /
Application of concepts 40
o Alternative Courses of
Action 20
o Recommendations 20

100 pts.