case study methods iup (1)

8/2/2019 Case Study Methods Iup (1)

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CASE STUDYMETHODOLOGY

A few golden rules and

a basic outline


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More specifically, this means :

Presenting work like a report or

presentation for your superiors Be convincing (use key arguments) Make fully-justified recommendations Do not give a detailed presentation of the firm


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Be clear, precise, concise and persuasive :

Use short sentences

Give sources of reference when needed Dont get tied up in detail Use tables, diagrams, graphs when possible


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Basic outline5 MAIN STAGES

1analysis and diagnosis

2 identify the main issues3 define objectives

4 evaluate possible strategies and make a justifiedchoice

5marketing plan


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1 ANALYSIS AND DIAGNOSISThis stage serves two purposes.

(1) understand the market, the firm, its

product(s) in a competitiveenvironment

(2) highlight the elements which need to

be acted on in the recommendationphase.


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Analysis is therefore required : For all elements, possible implications need

to be considered and intermediateconclusions drawn

Throughout the analytical stage, try to identifypossible strategic options

The analysis must be structured (e.g.,sector, market, segment etc.).


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The external analysis will highlight theOPPORTUNITIES AND THREATS in

the environment Whereas the internal analysis will

highlight the STRENGTHS AND

WEAKNESSES of the firm.


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This analysis will lead to a DIAGNOSIS

of the situation by insisting on the mostpertinent points and identifying possibleaction areas.


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2 IDENTIFY THE MAINPROBLEM Identify the main problem the company

is facing

Be clear, precise and to the point


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3 DEFINE OBJECTIVES

This means GLOBAL OBJECTIVES, not

intermediate objectives. Such globalobjectives may be for example, marketshare, growth, margin


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Any objective must be :

MEASURABLE QUANTIFIED

DATED

It is also at this stage that any constraintsmust be mentioned.


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4 EVALUATION OF POSSIBLE

STRATEGIES AND MAKING A

CHOICE

If several strategies can be used to reachthe objectives, then it will be necessary to

evaluate the strategies and chose the mostefficient one.

However, do not confuse STRATEGY and

MEANS.


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5 MARKETING PLANThe action plan will be presented at thisstage. It should run parallel to the

objectives over a period of time. For each measure :

Explain the objective(s)

Justify Budget.


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Basically, this means :

The goal being targeted (WHAT?)

Why it wants to be achieved (WHY?)

The means to be used (HOW?)

The cost (HOW MUCH?)


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Finally

The marketing plan will have 4 Parts :

The target(s)

Positioning

The mix

The forecasted profit and loss

account.

case study methods iup (1)

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