CASE WRITTEN REPORT

(Long Format)
I.  Title Page
II.  Executive Summary - A one to two-page summary of analysis and recommendations.
III.  Situation Analysis
A.  Environment
B.  Industry
C.  Firm/Firm Objective(s)
D.  Marketing Strategy
IV.  Primary Problem Found in Situation Analysis
A.  Evidence of problem
B.  Effects of problem
V.  Strategic Alternatives for Solving Problems (3-5 alternatives)
A.  Description of Strategic Alternative 1.
- Benefits of Alternative 1.
• Costs of Alternative 1.
B.  Description of Strategic Alternative 2.
- Benefits of Alternative 2.
• Costs of Alternative 2. ETC.
VI.  Selection of Strategic Alternative and Implementation
A.  Statement of selected strategy.
B.  Justification for selection of strategy.
C.  Description of implementation of strategy.
VII.  Summary
VIII.  Appendices
A.  Financial Analysis
B.  Technical Analysis
 CASE WRITTEN REPORT
(Short Format)

I.  Problem
II.  Strategic Alternative Courses
of Action (at least 3)
III.  Analysis of Alternative Courses
of Action
IV.  Recommendation/Justification
V.  Implementation Strategy
 PITFALLS TO AVOID
IN CASE ANALYSIS
1.  Inadequate definition of the problem.
2.  The search for “the answer”. In case analysis,
there are no clear-cut solutions and there are
usually several reasonable alternative solutions.
3.  Not enough information. Reasonable
assumptions often have to be made and the
challenge is to find intelligent solutions in spite of
the limited information.
4.  Use of generalities. Specific recommendations
are required. For example, a suggestion to
increase price is a generality; a suggestion to
increase the price by P10.00 is a specific.
 PITFALLS TO AVOID
IN CASE ANALYSIS
5.  A different situation. Events in the case have
already happened and cannot be changed.
Therefore, an alternative course of action that
would be based on a “what if the situation was
different” scenario does not address the present
situation. Decisions must be made based on the
given situations.
6.  Narrow vision analysis. All marketing variables
should be taken into consideration and not just as
a specific type of case under subject matters such
as “Pricing”, “Product”, etc.
7.  Realism. Solutions must be realistic and
achievable.
 PITFALLS TO AVOID
IN CASE ANALYSIS
6.  The marketing research solution. A
recommendation to conduct further market
research is an unsatisfactory solution and does not
solve problems or make decisions. If it is to be
recommended, the cost and potential benefits
should be fully specified in the case analysis.
7.  Rehashing the case material. It is not
necessary to re-present the case facts in great
detail.
8.  Premature Conclusions. Analysis must be
complete before a conclusion is made. Too often,
a premature conclusion is made upon first reading
the case and everything in the case is then
interpreted to justify the conclusion.