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Case Analysis Guidelines

The purpose of a case analysis assignment is to provide you with an opportunity to apply concepts from

class to actual situations. Your case analysis should be professionally written, concise, and in APA

format. Please be sure to incorporate theories or concepts from class, and outside research. Reference

them appropriately.

Your case analysis should follow the model described below:

Review the case.

Begin your written analysis using the following format and/or headings:

Synopsis of the Situation: Write a brief synopsis that describes the background informationabout the case, an overview of the case.

Key Issues: Definethe key issues/factors in terms of marketing and the roles of the Key Players.You should include only those issues that impact the identified problem.

Define the Problem & the Opportunity. Identify one key problem. While there may be several

problems and a multitude of symptoms, attempt to identify one problem, the resolution of

which would alleviate most of the symptoms found in the case. The problem can frequently be

defined around one of the key factors of marketing, target market, environment, or marketing

mix elements (product, price, promotion, or distribution).

Alternative Solutions. Develop two or more alternative solutions to the defined problem. This

should not be a laundry list of actions one could take to address every symptom, but alternative

actions that could correct the problem at hand. Identify the pros and cons of implementing

each alternative.

Selected Solution to the Problem: Select one of the alternatives and explain why it would be

best. Most of this work is already done if the alternative solutions clearly point out advantagesand disadvantages to each.

Implementation/Recommendations: Identify how to implement the selected solution and

what the expected results (positive and negative) might be. Your job is to identify an action, not

put off action.

General Guidelines:

1. Use APA Style including headings or labels. Using headings or labels throughout your written analysis will

help your reader follow your analysis and recommendations. For example, if you are analyzing the weaknesses

of the firm in the case, include the heading Weaknesses.

2. Spend more time on Alternatives than Synopsis of Situation. This is where you demonstrate your problem

solving abilities. Be sure you (a) identify alternatives, (b) evaluate each alternative, and (c) recommend the

alternative you think is best.

3. Use topic sentences. You can help your reader more easily evaluate your analysis by putting the topic

sentence first in each paragraph and following with statements directly supporting the topic sentence.

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4. Be specific in your recommendations. Develop specific recommendations logically and be sure your

recommendations are well defended by your analysis. Avoid using generalizations, clichs, and ambiguous

statements. Remember that any number of answers are possible and so your professor is most concerned

about how your reasoning led to your recommendations and how well you develop and support your ideas.

5. Do not overlook implementation. Many good analyses receive poor evaluations because they do not include

a discussion of implementation. Your analysis will be much stronger when you discuss how yourrecommendation can be implemented. Include some of the specific actions needed to achieve the objectives

you are proposing.

6. Specifically state your assumptions. Cases, like all real business situations, involve incomplete information.

Therefore, it is important that you clearly state any assumptions you make in your analysis.