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Case Report Instructions

The document provides guidelines for case write-ups, including an executive summary, situation analysis, strategic alternatives, and tactical plan. It states that the executive summary should concisely summarize the major problems and proposed solutions in 1 page or less. The situation analysis should critically assess the external environment, competitors, and firm strengths/weaknesses. Strategic alternatives should include and evaluate options to resolve problems. The tactical plan should outline how to execute the recommended strategy. Analysis should use frameworks like SWOT and not repeat information, with recommendations justified using concepts and data.

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Chiara Carneiro
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Download as PDF, TXT or read online on Scribd
12 views

Case Report Instructions

The document provides guidelines for case write-ups, including an executive summary, situation analysis, strategic alternatives, and tactical plan. It states that the executive summary should concisely summarize the major problems and proposed solutions in 1 page or less. The situation analysis should critically assess the external environment, competitors, and firm strengths/weaknesses. Strategic alternatives should include and evaluate options to resolve problems. The tactical plan should outline how to execute the recommended strategy. Analysis should use frameworks like SWOT and not repeat information, with recommendations justified using concepts and data.

Uploaded by

Chiara Carneiro
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Case Write-Ups (both group and individual)

Contents and organization:


1. EXECUTIVE SUMMARY: This section concisely summarizes the major problems (or
goals) facing the firm and the proposed solution, briefly outlining your reasoning and the
methods by which you would implement the suggested course of action. The summary
might be in the form of a cover memo to the appropriate decision-making executive and, as
such, should be a relatively self-contained, “in-a-nutshell” description of the analysis
performed in the rest of the case and your proposed plan. This should be no more than one
page, placed separately at the beginning. This page is not included in the 5 page limit.

2. SITUATION ANALYSIS: This is a critical presentation of the firm’s current problem or


goal. The assessment should include an analysis of the relevant external environment;
competitors, and competitive situation; strengths and weaknesses of the firm; and
consumers needs and wants. To support the analysis you may use well known frameworks
such as SWOT analysis, PEST, Porter’s 5 Forces, for example. But, be careful in not being
repetitive and limit their use to the relevant issues. State and justify the assumptions that
you would need to make about the information you do not have. No more than two pages.

3. STRATEGIC ALTERNATIVES: This includes a list of general directions in which the


firm might go to resolve its problems. Accompanying each option should be a critical
evaluation of its inherent advantages and disadvantages. This is the most important part of
the analysis, so be sure to add the most substance and support. When possible, the
appropriate financial (break-even, sensitivity, return on investment) analysis should be
included. Briefly discuss the criteria used to reach your recommendation. No more than
two pages.

4. TACTICAL PLAN: This section outlines the execution of your recommendation. The
tactical plan should include all elements of the marketing mix not covered in the strategic
section that may be derived from your recommendation. The tactical plan may involve
specific issues such as the actual size and composition of the promotional budget,
scheduling, choice of distribution channels, etc. In short, include the essentials of how you
would put your plan into action, and what you expect to gain short-run and long-run. No
more than two pages.

Remember that there is no single, best answer to the case. It is important that you justify your
recommendation with well thought out rationales that use specific concepts or analytical
frameworks. Do not waste space repeating information already found in the case. Assume the
reader is already completely familiar with the situation. You should however refer to specific data
or facts when necessary to support your analysis or conclusions.

Use only information that was available on the date the case ends. Do not take advantage of
information that has become available subsequent to that date.

Use tables, charts, diagrams, and financial analyses to support your report. These can be added to
your report in the form of exhibits. You should include in the body of the report one or two

Tanya Mark | MCS*4370 Page 1


sentences summarizing the highlights of each of your exhibits. Be sure that all exhibits are
referenced in the body of your report. If you are not going to reference them in the body of the
report, don’t include them.

Make sure that you PROOFREAD YOUR REPORTS before submitting them. Spelling mistakes
and grammatical errors create a very bad impression and detract from the impact of your report.

Generally speaking, there are a number of specific issues that must be considered in the write-up of
a marketing case. The objective in considering these issues is to generate thoughtful and
defensible positions, arrived at through creative integration of case facts, marketing theory, and
marketing practice. You must consider all aspects of the situation presented in the case in order to
diagnose and treat the appropriate problems. The following list of criteria and questions is
illustrative and not comprehensive.

 Problem statement – What is the problem in the case? Is there a salient threat or
opportunity? What are the key constraints on the recommendations?
 Market analysis - How big is the market? What are the industry-level trends? Are there
significant macro-environmental (economic, social, political, etc.) forces?
 Company analysis - What business are we in? What are our objectives? What are our
strengths and weaknesses? What are our most valuable resources and skills?
 Competitor analysis - Who are the current and potential competitors? What strategies are
they pursuing? What threats and opportunities do they pose?
 Consumer analysis - Who is the consumer? What segments exist? What are their needs?
How involved are they? How do they make their choices?
 Recommendations - What is the action plan? What options were considered? Why is this
the best option? How will it be implemented? What are the risks?

Of course, the relative importance of these criteria will vary based on the requirements of
each case. In general you should avoid simple case-fact repetition without explanation,
interpretation, or integration.

Case Report Grading Criteria

Reports will be evaluated using the following criteria:

1. Do you adequately understand the facts in the case? Did you read the case carefully enough
to identify the important aspects of the organization’s internal and external circumstances?
2. Did you organize your report well and is it internally consistent? Are the strengths and
weaknesses you identify consistent with the organization’s mission? Have you dealt
adequately with the constraints and opportunities facing decision-makers? Are your
recommendations feasible given your assumptions?
3. Is your analysis deep enough? Does your analysis go into sufficient depth to identify and
deal with the critical issues, or is your analysis superficial and trivial?
4. Have you used theories and concepts from this (and other) classes in making your analysis?
5. Have you used the information in the case creatively? Have you integrated different pieces
of information in the case to come up with new insights into the situation, or have you

Tanya Mark | MCS*4370 Page 2


merely followed a formula and repeated what was already stated in the case? “Creativity”
does not mean all answers are correct. It means, “Given that you correctly understand and
communicate the key issues in the case, you provide insights that are not simply a repeat of
information in the case.”
6. Have you presented your analysis and recommendations in a literate and effective manner?
Is your report well written and does it communicate clearly?

Tanya Mark | MCS*4370 Page 3

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