Giving a Case PresentationGiving a Case Presentation

Three Dimensions of a CaseThree Dimensions of a Case

Conceptual Dimension– What concepts, theories, or techniques might be useful

in understanding and/or resolution of the case?

Analytical Dimension– What is the student’s task with respect to the key

decision or issue of the case?

Presentation Dimension– Does he case present all important information or what

information is still missing?

Example: Analytical DimensionExample: Analytical Dimension

1) “Susan Lee, the marketing manager of Antecesor.com, was seeking additional funds for a promotional campaign and after considering whether to reallocate money from other brand budgets or whether to cut market research funds, decided that cutting into the research funds was the best decision.”

• Was the decision appropriate?

• Was the process followed correct?

• Where further alternatives considered?

• What might be future consequences of the decision?

• Implementation plan

2) “Susan Lee, the marketing manager of Antecesor.com, was seeking additional funds for a promotional campaign and wanted to determine whether to reallocate or to cut would be the best way to secure enough for the campaign.”

• Analyze the situation.

• Generate additional alternatives.

• Evaluate all alternatives against specific criteria.

• Make a decision

• Develop action and implementation plan.

Example: Analytical DimensionExample: Analytical Dimension

Individual PreparationIndividual Preparation

•IMPORTANT: You are NOT Susan’s consultant! You ARE Susan Lee! Put yourself into her shoes.

• Not “If I were a consultant to Susan, what would I recommend? is the question.

• “What would I do if I was in her position?”

• “We decided to go with alternative X because we believe we will increase marketshare in the high-margin segment…”

How to get into a case quickly:Answer for yourself the following 5 questions:

•Who is the decision maker in the case that I will be identifying with, and what position, responsibilities, and title do I hold?

•What appears to be my challenge and its significance of the organization?

•Why has my issue arisen and why am I involved now?

•When do I have to decide, resolve, act or dispose of this issue? Is the any urgency?

•How do I assess this case on the case difficulty dimensions?

The Full Case Analysis ProcessThe Full Case Analysis Process

1)Read the case2) Apply case solving process according to

dimensionsDefine the issueAnalyze the case dataGenerate alternativesSelect decision criteriaAnalyze and evaluate alternativesSelect preferred alternativeAction plan and implementation

Helping Tools 1:

Case Issue Importance and Urgency Matrix

Importance

Urgency

Low High

Low I II

High III IV

Helping Tools 2: List of Common Decision Criteria

Quantitative Qualitative

Profit Competitive advantage

Cost Customer satisfaction

Return on investment Employee morale

Market share Corporate image

Capacity Ease of implementation

Delivery time Synergy

Risk Ethics

Cash flow Flexibility

Inventory turnover Safety

Productivity Visual appearance

Staff turnover Obsolesce

Quality Cultural sensitivity

Growth rate Motivation

Quantity Goodwill

Helping Tools 3: SWOT Analysis

StrengthWeaknessesOpportunitiesThreats

Helping Tools 4: Alternative Analysis Matrix

Decision Criteria

Alternatives Cost Time Ease of Implementation Customer Satisfaction

1.

2.

3.

4.

Helping Tools 5: Decision Tree Diagram

Alternative A

Alternative B

Best possible outcome

Most likely outcome

Worst possible outcome

Best possible outcome

Most likely outcome

Worst possible outcome

Helping Tools 6: Qualitative and Quantitative Alternative Assessment

Quantitative+ N -

Qualitative+ N - + N - + N -

DecisionGo go ? ? No no ? No no

Case Presentation and ReportCase Presentation and Report

Organize your presentation– Have a good opening to get attention and arouse

interest.– Have a clear ‘solution’ or ‘conclusion’

Evaluation Criteria of Case Evaluation Criteria of Case ReportReport

Clear identification of the issue(s). Soundness and accuracy of analysis. Legitimacy, range, and evaluation of alternative. Appropriateness and specificity of recommendations. Appropriateness of action and implementation plans. Consistency of logic. Appropriate use of theory and concepts in your analysis. Quality of written presentation.

Case Report Check ListCase Report Check List

Title page Issue statement Data analysis/SWOT (put in appendix) Alternative generation and analysis Recommendations Action and implementation plan Exhibits