Welcome to the sessions on CASE METHODOLOGY

Objective of this session

To help you appreciate the importance, utility and some of the key issues involved.

To familiarize you with case method and bring about effective learning.

Case Methodology
A PERSPECTIVE ON CASE ANALYSIS AN OVERVIEW Prof. Sapna Modi

Case Methodology

We are what we repeatedly do. Excellence, then is not an act, but a habit. Aristole

A BRIEF HISTORY
Practiced in Law and Medicine long before it was adopted by Business Schools. In the year 1908, Harvard Business School announced that instruction would take in the form of discussion through cases. The Case Method is in a process of constant evolution.

WHAT IS A CASE ?
Description of a managerial situation or problem which has arisen in some organization. Cases are as varied as the uncertainties and problems confronting managers. - Starting a new venture - Shifting to a different organizational structure - Developing new set of goals and marketing strategy - Responding to a competitors pricing decision It may present one or a series of problems. Cases entail both qualitative and quantitative information which must be analyzed.

WHY STUDY CASES

They provide the student with an opportunity to develop, sharpen and test his/her analytical skills at: - Assessing situations - Sorting out and organizing key information - Asking the right questions - Defining opportunities and problems - identifying and evaluating alternative courses of action - Interpreting data - Evaluating results of past strategies - Developing and defending new strategies - Interaction with other decision makers - Making decisions under conditions of uncertainty - Critically evaluating the work of others - Responding to criticism

Type of Cases
Problem Solving Cases Experienced Sharing Cases Descriptive Cases Problem finding Cases

Description of problem solving format

The present situation (as the manager sees it) In the real world there could be an immense amount of detail, they solve problems as they are. A future situation (as the manager projects it) This problem solving method requires one to create a special image of the future, in order to compare it with present situation.

Steps in problem solving

Step-1 Analyze the present situation What are the primary causes of cost for the firm? Should we enter the market or not? If yes, which market should we enter? Are the firms customers more interested in the quality or in the price of the product?

Cont--- The Environment - Cultural and social - Economic - Political and legal The Firm - Vision, Mission, Culture - Organizational structure - Strengths- Weaknesses > Brand Equity > Customer loyalty > Level of product differentiation - Human resources- Skills - Financial resources - Technology - R&D

Cont--- Step 2Forecast the future situation 1. Forecast what will happen in order to help you identify the future constraints and opportunities affecting the outcomes of your planned actions. 2. Facts differ from case to case. Any environmental fact you have found to be important in the present situation should appear in your forecast. 3. The managers does not have much control over many circumstances.

CONT--- Step 3Set Objectives An objective is the desired future state of the firm described in terms of these effects which the manager can influence. Measure Completion Date Complex problem require new product lines, increased manpower, scale of operations, changes in selling prices etc.

Cont-- Step 4Define Problems Problem statements can now be expressed in terms of the differences between the present situation and the desired future situation of the firm ( the objectives).

Cont-- Step 5List possible alternative course of action and predict their outcomes. - Few cases have alternatives given. - Silent about alternatives e.g human relationships etc. - Select best alternatives.

Descriptive Cases
How a company has diversified and survived?

A good case analysis should

Be complete Make reasonable assumptions Deal with objectives realistically Discuss the pros and cons of each alternative Make effective use of financial or other quantitative information Cases do have solutions, but they have multiple solutions, which is not equal to no solution. Cases have a clear solution, no haphazard solution.

Pitfalls to avoid in case analysis

Inadequate definition of the problem The search for the answer, or the prescription. Not enough information Use of generalities A different situation More research solution

Learnings
Can we work together and bring it to a higher level. Immature participants want agreements, mature participants want enhancements. Participation is not accommodating each participants comments. Non- permanency is the only permanent thing in life. Assimilate good management practices. Assimilate the ideas, internalize them and make it a benchmark. Case discussion gives a perspective, stimulates the process of decision making.

Thank you One & All