GSM 5116: Case Writing & Analysis

What is a Case? A case is a story of real events, situations or problems and it should reflect the complexities and uncertainties involved in real-life decision making.

A case is a narrative description of a real-life situation that involves a challenge, an opportunity, a problem or an issue faced by a person or persons in an organization.

The case requires the reader to step figuratively into the position of a particular decision maker and evaluate the facts from multiple perspectives to form an appropriately justified judgment or decision.

The statements stated in a case are facts (not judgmental manifestations or presumptions) describing the events occurred.

Decision Case A decision case for educational purposes:

is a field-based (real) decision oriented casesis a teaching case that aims to provide the framework for debate and discussion among students focuses on certain key concept, principle or technique relevant to functional management (function case) or integration of several management functions ( general management or a strategic case).

Decision Case requires the reader to make a decision by: understanding the

problem(s)/issue(s) in the given case context,

identifying the relevant decision options and data/information for analysis,

analysing the decision options and data/information based on the appropriate theoretical framework

making recommendation with a brief implementation plan.

Case Study Research A case study research

is not a teaching case, but is a research method under the qualitative approach in social science .aims to provide in-depth understanding of “how” and “why” certain social phenomena occur. starts with a comprehensive literature review before posing of the appropriate research questions or objectives. involves adherence to the formal and explicit procedures when carrying out an academic research; procedures such as

protecting against threats to validity, maintaining a “chain of evidence”,Investigating and testing for “rival explanations” or “competing theories”.

places great emphasis on rigor in the interpretation and fair presentation of the empirical data.

Other Types of CasesNarrative or descriptive cases or case history

Data from secondary sourcesDescribe the series of events including the

decision outcomes and consequencesA success or a failure storyLearning from others’ experiences (evaluate

whether the right decision was made)Illustrative Cases

To demonstrate a concept, method, procedure or a process

No analysis for decision“Arm-chair” cases

Based on one’s experience and some imagination

Lack real-life complexities

Case Method in Management Education

It is used to bridge the gap between theory and practice.

Local cases are preferred because they provide insights into the unique factors in the Malaysian setting that could have significant influences on decision making in organizations.

The case writer is expected to be honest with the true problem(s) facing the organization and should be objective , not clouded by personal bias or sensitivity, in reporting the case facts.

Case method usually involves role play , active interaction, articulation of one’s opinion and open case discussion, and that are consistent with experiential learning (hands-on training) in management decision making to enhance subsequent knowledge retention and understanding.

Case Writing & AnalysisObjective:

To provide the basic concepts, tools and an understanding of the case writing & analysis process

To provide hands-on experience in gathering the data and information for diagnosis of the business problem, analysis of the problem and making recommendations on how the problem may be solved

Benefits of Case Writing & Analysis

To permit participants to learn by doing; a sort of on- the-job training in decision making (combining theory and practice). Managers should have not only functional skills but also skills in integrating knowledge of various business functions to analyse and solve business problems.

To allow students to take up the roles and responsibilities of specific people in specific organizations and to sense the pressure in decision- making.

To test understanding of theory and develop theoretical thoughts by applying the theory (or theories) to resolve a problem(s).

To develop a wide range of skills, such as qualitative and quantitative analytical skills; decision-making skills; application skills; oral communication skills; time management skills

Criteria for Case Evaluation

Quality of caseAbility to achieve the intended

educational objectives(to identify issues & apply relevant tools for analysis). Are the issues/problems presented in the case

related to the intended learning objectives/topics? Does the case present a problem or issue that

requires application of the intended tools in its analysis?

Quality of data and research method used Does the case appear realistic ? Are the data and information relevant, adequate,

accurate and appropriate to the case problem?

 

Criteria for Case Evaluation..contd   Quality of presentation of final product

Is the case sufficiently well-edited, complete and focused?

Are the conventions of case writing and rules for disguise properly followed?

Is a consistent and standardized format followed in writing the case? Are the headings and sub-headings reflective of the contents in the sections that follow?

Are the events and actions presented in a consistent and logical sequence?

Are the Tables, Figures and Exhibits properly labeled and necessary to assist understanding?

Is the case written in a language that is easy to understand?

Case Difficulty CubeDegree of difficulty or educational challenge in the case is represented in three dimensionsAnalytical DimensionConceptual DimensionPresentation Dimension

ANALYTICAL DIMENSIONAnalytical Difficulty – extent of analysis required to

resolve the case problems. There are 3 levels of difficultyLevel 1 analytical difficulty: - financing option has

already been made   e.g., The Board of APC Bhd had approved the production

manager’s proposal to construct a new extension to the existing factory building. Mr. Lee, the CFO of APC Bhd, was considering how to fund the new extension. He examined the company’s debt and equity ratio and decided to seek external loans to finance the construction.

     The case reader ’s task is to analyse: The appropriateness of the decision taken Availability or feasibility of other alternatives or options,

if needed. The expected consequences of taking the selected option will be

ANALYTICAL DIFFICULTY..contd How can we modify the case to make it analytically more

challenging? The Board of APC Bhd had approved the production manager’s

proposal to construct a new extension to the existing factory building. However, Mr. Lee, the CFO of APC Bhd, was uncertain whether to use debt or equity to finance the planned expansion.

 OR Mr. Lee, the CFO of APC Bhd, was considering how to fund the new

extension. He would like to find the best option to obtain the required capital.

Level 2 case Case reader’s task is to analyse:

The importance & urgency of the issue by analyzing the company’s current cash position & its capital structure.

The causes and effects, if applicable. Financing options available to the company. The feasibility of the options as measured against specific decision

criteria, The appropriate decision choice An action and implementation plan

  

ANALYTICAL DIFFICULTY…contd.

How can we modify the case to make it analytically even more challenging?

   After the Board had approved the new extension to the company’s existing factory, Mr. Lee, the CFO of APC Bhd, was reviewing the company’s current financial position to assess the financial implications of the new extension.

Level 3 caseCase reader’s task is to analyse: The company’s financial position to assess whether a finance-

related problem would arise from such expansion The issues and challenges posed by such financial problem, The relevant alternatives or options available The criteria for evaluation of options The most preferred option or alternative The implementation or action plans The expected outcomes.

  

CONCEPTUAL (THEORETICAL) DIMENSIONConceptual Difficulty: 3 levels of difficulty  

As management decisions must be guided by theories, concepts principles or techniques, this dimension is important and it measures:

“What are the theories, concepts , principles or techniques that may be needed for understanding and resolution of the case problem?”

The difficulty depends on :  Difficulty of the theory or concept involved, e.g.,

Agency theory and moral hazard problem Number of concepts/techniques involved, e.g.,

value-based management, EVA and ABC Level of integration of these concepts/techniques

PRESENTATION DIMENSION• Presentation Difficulty : relates to the way information

is sorted, structured and presented. “ What is really the important and relevant

information and what is still missing?”

  Level 1 (3) difficulty: - case is short (very long)

- case facts are well organized (very disorganized) -   case contains almost all relevant information

(missing relevant information)

-   case contains little (many) extraneous information

-  information is conveyed in a single, simple and explicit format (i.e., giving away clues) (multiple

formats) . • Level of difficulty increases as one changes the

information presentation format. The case reader has to spend more time on reading, sorting, prioritizing, identifying missing information, and organizing and structuring data. 

The Case Writing Process: 3-Phase Process

Phase 1Establish case lead, i.e., what kind of a case to write &

search for an organization that might provide the case materials.

Establish initial contact through the writer’s social network by a phone call, e-mail or letter, & set up the first interview to ascertain whether a potential case exists.

Prepare the case plan & send to the contact person in the organization for his/her approvalThe case plan:

To propose the issue(s) (related to the educational objectives) to be studied,

To establish understanding of mutual expectation, roles & responsibilities

To identify the data requirements list, data availability and the organization’s willingness to cooperate

To propose name & data disguises, if requested by the organization.

Obtain the provisional case release (clearance or authorization for release) from the organization to show the commitment of the organization to supply the required information and the final release on completion of the case report.

The Case Writing Process: ..contd Phase 2

Data collection according to the data requirements list, which is included in the case plan that has been made available earlier to the contact person of the organization.

Write the case draft & preliminary teaching note. The case draft with headings, sub-headings, sequencing of

case materials and data presentationThe preliminary teaching note (to test for data

completeness) should contain:Teaching objectivesSuggested students assignment questionsSuggested answers to the assignment questions

Perform quality control check and collect additional information or data, if deemed necessary.

Editing the case draft for grammar, spelling and formatting errors.

Case release after obtaining the formal approval for publication

The Case Writing Process: ..contd

Phase 3Completion of case teaching note/guide by

instructor before classTesting the case in class ( a major

challenge)Further revising the case with new or

additional information and the teaching notes to reflect new ideas (perspective) or concepts emerged from the class test.

Re-release of case, if the changes are substantial.

Case Writing Process 

PHASE 1: Origin, Lead and Initial Contact    Case Origin

Decision to write a case on specific topic/issue, based case writer’s objective, interests & field of specialization.

Identify the relevant theoretical constructs to be demonstrated/examined in the case.

Cases that have decision options already decided tend to be less interesting (low analytical dimension).

(3,3,3) cases are difficult and time consuming, while (1,1,1) cases are perceived as trivial. Write cases with a combination of dimension difficulty with decision issues that look important (RM10,000 loss vs. RM500 million loss) and urgent (a crisis) to the organizations concerned.

Identify the person (contact) in the organization who is willing to talk to the case writer and subsequently supply the required data for the case.

Preferred Case The preferred case is the case that demonstrates and

examines the intended theoretical constructs in a particular discipline.

To identify preferred case from contact person by using guided questions, such as:Management planning

Has your company (division) experienced… Problems in planning for profit & pricing of new

product ? (forecasting & breakeven analysis technique)Entrepreneurship/Start-up companies

As a start-up company, has your company (division) experienced…. Cash flow difficulties despite increasing sales?

(Working capital management and cash flow planning technique)

Performance Evaluation Has your company (division) experienced…

Weaknesses in your performance evaluation system? (Balanced Scorecard system and EVA concept)

What is the most interesting/challenging issue/problem that you have experienced in the company?

THE CASE ORIGIN GRIDTHE CASE ORIGIN GRID CASE FEATURES CASE PREFERENCES

Case 1 Case 2 Case 3 …… 1. Contents:

- Theories/concepts -

Issues/decision problems - Tools/techniques - Others

2. Decision Maker: - Level of responsibility - Experiences/age - Gender

3. Function Area: - General/strategic Mgtm - Marketing etc.

4. Geographical setting: - Local, regional, national or international

5. Organisational Setting: - Manufacturing/services, wholesale/retail

CASE FEATURES CASE PREFERENCES Case 1 Case 2 Case 3 …… 6 . Products/services:

- Industrial - Consumer

- New/unique

7.Organisation’s Size: - Small, medium or large

8. Business Unit: - HQ, Division, Branch or Subsidiary

9. Legal Structure: - Limited company, partnership or sole proprietor

10. Employees: - Unionised or not

THE CASE ORIGIN GRID…THE CASE ORIGIN GRID…contd.contd.

CHOICE OF ISSUES & FOCUS Choice of issue: Whether of interest to

organization or case writer.

 Case Focus : Issues & timing based on storyline obtained from

first interview.Whether it is recent, therefore ,easier to obtain data or

information

Choice of timing or story line cut and decision frame cut The case writer has to understand the story, such

as; What happened? When? Where? Why? At what stage were the major decision made? By

whom? Why? What were the consequences?

Only then the case writer can decide where to cut the story

Potential Story Line Cuts1. Failure of new

product line launched

2. Hire a consultant to investigate reasons

3. Problem analysis by consultant

4. Consultant’s report5. Selection of

potential sales manager

6. Dismissal of existing sales manager

Marketing issue

General management issue

Marketing issue

General management issue

HR issue

Legal (labour) issue

STORY LINE & DECISION FRAME CUT OPTIONS

Time

The Story LineCut 1 Cut 2 Cut 3

Decision Frame 1. Issues not identified

2. Awareness & info. gathering

3. Analysis & alternative generation4. Decision

5. Implementation

6. Evaluation

EVENTS RELATING TO PRODUCT LAUNCH - An Example

Decision Frame Cut

Decision PhaseDecision Point & Date

Potential Action Trigger

Potential D/Maker

1

2

Issues not identified

Awareness & information gathering

Product launch in Early August

Sales reports for sept – Nov.

First market reaction

Poor sales report or a complaint by major customer

Marketing/Prod. Manager

CEO/Mkt/Prod. manager

ACTION TRIGGERAction triggers: “wake-up” calls, “attention getters” or

critical event. Action triggers can be a feedback (communication) via a telephone call, memo,

report, fax, letter.A major internal event/activity, such as a serious

equipment failure, a significant increase in staff turnover, a serious financial loss and a significant % of product rejections.

A major external event such as a political unrest, a new regulation, and entry of a new global player in the market

Dates, times, places and individuals involved in the actual story line and decision frame are key components of action triggers to enable case reader to understand why action is important and what the time is remaining for action.

Decision issue must be urgent and the urgency of the issue, decision or problem in the case is determined by the interval between the action trigger and the deadline for action

ACTION TRIGGER - ExamplesNew Product Line Launching Case:• Story line cut 1- On August 4, 2012, Simon, the

marketing manager of SuperOil, an industrial product manufacturer located in Klang, received a telephone call from the purchasing manager of a major customer in Shah Alam. He said, “Thank you for the sample of your new lubricant, but my maintenance people tell me that your company’s new product is no better than the old one, it’s also more expensive.”

Action trigger: First market reaction

• Story line cut 2 – On November 5, 2012, Simon, the marketing manager of SuperOil, an industrial product manufacturer located in Klang, received the disappointing three-month sales report for New Oil, a recently launched new product.

Action trigger: First sales report or a major customer does not order.

ACTION TRIGGER – Description Details.

Case “A” – general descriptionFor the last ten years, Jack Wong, the CEO of Western Electronics, a control application system provider located in Shah Alam, had been very unhappy with the performance of his executive assistant manager. In October, 2011, he was thinking of sacking him.

 Modified Case “A” – includes specific details

On January 5, 2012, at 3.30pm, Jack Wong, the CEO of Western Electronics, a control application system provider located in Shah Alam, received a telephone call from the EDP manager of his firm’s largest client: “Jack, why didn’t your firm tender for the ETP job?” Jack suddenly realized that his assistant manager had missed the deadline for submission of the company’s tender for this ETP job which was expected to earn RM10 million profit for the company.

DECISION MAKER or FOCAL PERSON

Choice of Decision Maker or Focal  Person

- Story line and decision frame cut can identify various options regarding the focal person in the case.

Example: In the New Product Line Launching case on story line cut 1, the potential focal person can be the managing director, the marketing manager or the product manager.

- Choice will be dependent on case writer’s preferences and willingness of the potential focal person to co-operate in the case writing process.

USE OF DISGUISE IN CASE WRITING Use of disguise: to preserve the anonymity of the source

and the confidentiality of the data (especially sensitive information falling into the hands of competitors). But great care should be taken to preserve the reality and believability of the issue. This matter should be clarified at the first interview.

Rules of disguising: 1. Name of organization

but not using the name of a competitor. try to preserve locality; for it may impact labour availability;

market condition infrastructure facilities etc. 2. Names of individuals but preserve gender and cultural identity in the case.

3. Industry nature (industrial or consumer of product should, if possible, be

retained. 4. Numerical or financial data

may be altered by multiplying all figures with a constant (close to 1) like 0.92 or 1.23

present them in percentages. Be careful as not to create inconsistent relationships.

PROPOSED ORGANIZATION OR OUTLINE

OUTLINE OF CASE BY SUB-TITLES: 1. The Opening Paragraph. 2. General Company Background.

3. Industry, competitors & suppliers 4. Specific Area of Interest. 5. Specific Issue, Problem,

Opportunity or Decision. 6. Conclusion (closing paragraph).

OPENING PARAGRAPH

Short and clear to introduce the nature of the issue of concern, i.e., what the case will focus on.

Sets the scene for the reader in terms of characters and their roles

Establishes the context of where and when, and the degree of urgency of the issue or problem to be

Indicates to the reader about the level of difficulty of the case

Catch the attention of the reader (wanting to read on!)

The reader knows what he/she is expected to do (cue for the Part II analysis)

OPENING PARAGRAPH

Example: First draft

Global Mart Corporation was finding its marketing activities were not performing up to expectation. A consultant was engaged to identify the main problem that affected its sales. The consultant recommended, among other things, that a new marketing manager be hired to bring new ideas to its marketing division. The management interviewed the consultant’s recommended candidate and was favourably impressed. Unfortunately, the Corporation still had a two-year employment contract with the existing marketing manager.

Is this opening paragraph CLEAR, CONCISE (about 6 sentences) and COMPLETE?

ADEQUACY OF THE OPENING PARAGRAPH

The decision maker is not identified by name and position.

Timing (day, month & year) not specified. Timing gives contextual information the economic, political and technological environment for analysis.

Location of organization is not known. Location gives the geographical & cultural settings for clear understanding of the case.

The focal issue is not clear. Specification of the issue(s) tells the reader of the analytical task to be performed.Choice of the story line cut.

No action trigger to provide the sense of urgency and enable case reader to understand why action is important and what the time duration is remaining for action.

Title of the case is not given.

Opening Paragraph – BIG CITY COURIER

On Monday, April 7, 1997, Geoffrey Taylor looked over the accounts of Big City Courier (BCC) for the period January 1 to March 31, 1997. Geoffrey was the owner and manager of BCC, which began operations almost two years ago in Toronto. In general, he was quite pleased with the company’s performance to date. However, he was concerned about BCC’s cash position. He had to pay his driver on Friday, and BCC’s overdraft was dangerously close to the limit set by the bank. Geoffrey wanted to understand the reasons for his company’s negative cash position, and to develop a plan to rectify the situation.

Opening paragraph: Competition From Generic Product: The Case of A Herbicide

Product Company

On April 7, 2008, Mr Chin, the business manager of D Crop Protection Malaysia (DCPM), received a memo from Encik Amin, the Technical Sales and R&D executive, which read:

 “Last week, another competitor had successfully registered Metsulfuron generic herbicide product for the ornamental crop segment with the Pesticide Board of Malaysia. Based on the feedback that I received, the price of this generic herbicide is expected to be 70% lower than our main herbicide product, Metrix. Now, there are a total of three Metsulfuron generic herbicide products successfully registered in Malaysia”.

Mr. Chin immediately became very worried that DCPM might not be able to sustain its market share due to the intense price competition from cheap generic herbicide products. He recalled a couple of years ago how MSN, another herbicide product company, failed to sustain the market share of its Glyphosate herbicide product after the patent for this product ended. ….

At the company’s monthly sales and operation meeting that was held in Shah Alam the next day, Mr. Chin asked the marketing manager, Mr. Beng, “How could our competitors price their generic herbicide products at 70% lower than the price that we charged for our major herbicide product, Metrix? Why is our price not competitive?” Mr. Chin continued, “The patent for our major herbicide product, Metrix, will expire at the end of 2008. Unless we could reduce our price significantly, say to 60% of our current selling price, the generic players are expected to take away 30% to 50% of our market share. …”. He also reminded the staff at the meeting, “Our US headquarter expects a 30% gross profit margin from the sale of our product. If DCPM is unable to earn the 30% gross profit margin, the US headquarter will withdraw herbicide product, Metrix, from the Malaysian market. Metrix is our major herbicide product and is currently contributing 70% of DCPM’s total sales”.

Mr Chin turned to Mr Beng and said “Mr Beng…report to me how we may price our Metrix product to enable us to compete effectively with the generic product sellers. Remember, we still have to yield 30% gross profit margin from our product sales to avoid Metrix from being taken out of the Malaysian market. The price competition is expected to intensify, and we need a long term solution to sustain our competitive position in the herbicide market”.

CASE OUTLINE …contd.

• General Company Background i.e., organization’s history, group’s or

organization’s structure major products/services, major market & customers, market share, financial overview, geographical coverage.

• Industry and competitors i.e., industry characteristics & relevant

statistics, major competitors & their market shares

• Specific Area of Intereste.g., marketing, accounting, finance, production, human resources, information systems or others.

Additional sub-subtitle options may include : history of function, department policy & practices, recent changes, current operational processes & procedures, relations with other departments, main responsibilities, challenges to function and staffing, background of decision makers, i.e., name, position and his/her employment history.

PROPOSED ORGANIZATION OR OUTLINE..contd.

Specific Issue, Problem, Opportunity or Decision 

e.g., new product launch, re-organization plan, system’s start-up, customer’s complaint, the accident, merger proposal, etc. For product launch case, the sub-headings on specific issue may be : The New Product, The New Launching, New Product sales etc.

  

Conclusion To re-emphasize the challenge presented in

the opening paragraph and hence, reinforce the urgency faced by the decision maker.

 

The case may end with some deadline (related to urgency) information, e.g., the Next Meeting, The Customer’s Expectation, The Task Force Schedule.

Closing (Conclusion) Paragraph

Summarizes or recapitulates the key facts and issues

Reinforces the sense of urgency about the problem/issue/decision

Leads the reader to think about the problem, method of analysis and the solution

Opening and Closing paragraphs

Opening paragraph:On morning, 15 April 2013, Gary Gan, the CEO of Dynamic Investment

Bank Bhd. heard the telephone rang and he picked up the telephone.

“Hello, this is Gary.”

“ Good morning, Mr Gan. This is Justin from the Edge. Could you tell us how your bank is going to handle the funds embezzlement scam reported by one of your employees in the Star today?”

“ I just saw the report ten minutes ago and I’m very concerned. We will investigate and inform the Edge later”.

Gary hung up the phone in a troubled mood and was concerned how such allegation would affect the bank’s image. He immediate called his secretary to arrange an urgent senior management meeting.

Closing paragraph:Gary had spent the whole Monday afternoon talking to his senior

management team to gather information about the alleged embezzlement scam. He was waiting for a full report from the Human Resource Manager on this allegation by Wednesday before deciding on whether any legal action should be taken against the publication and also to respond to the Edge’s enquiry.

CASE DATA

DATA REQUIREMENTS LIST: identify the vital information, without which the case reader would not be able to apply the intended concept/technique to resolve the issue or problem under consideration  

e.g., To resolve the sales problem of a new product launch case, require background information on necessary for assessment for effectiveness of marketing strategy:

  i) Major products sold and % of contribution ii) Geographical spread of markets and major clients served,

and reasons why do they purchase firm this company iv) Major competitors and their market shares v) Overall % of profit margin and % of profit contribution by

product group vi) Marketing strategy, Vii) Distribution channels & promotion activities Viii) Pricing approach

CASE DATA

For specific area of interest:1. What are the key responsibilities of this function?2.How large is the annual budget for the specific

function? 3. How many employees worked in this function?4. What are the criteria for promotion?5. What are the major challenges facing this

function?6. Is this function growing or declining in importance?7. How long the Decision Maker has been with the

company? His educational background? Jobs previously held?

- Whether information required are currently available

- Whether organization is willing to disclose. - Whether information is to be disguised

CASE DATA

For Specific Issue or Problem :

i) What was the timing for the product launch?

ii) What promotional activities were planned, why and when?

iii) What was the pricing strategy? Why?

iv) Who developed the launch plan? v) What were the key differences

between this product launch and other product launches?

WRITING THE CASE DRAFTOrganize facts and data collected to reflect

level of case difficulty.For first draft, it is better to have “too much”

rather than “too little” information.Conventions for case writing:

Use past tense, except for direct quotesUse third person formatState only facts (judgment-free) and

(subjective) opinions or viewpoints of others (i.e., not the case writer), if necessary, should be presented in the dialogue form.

Avoid use of jargons.Appropriately numbered or labeled exhibits &

appendices. Each with a title and the source of data quoted, if necessary.

Appropriate case length (A “short reading, long thinking” case is preferred to a “long reading, no thinking” case.

Checklist for Writing a Good (Quality) CaseClarity of issueEasy to read and understandDepict a realistic (some ambiguity &

complexity elements & stimulating situation

Contains an opening and a closing paragraphs that motivate the reader to read the case and work on it

Set the sense of urgency about the problem

Gives clues about the causes of the problems

Free from typographical errors and factual inconsistencies.

Checklist for Case Editing (9 Cs)

Congruence of descriptions and data with those of actual organization.

Completeness of story line.Consistency of information.Correctness of grammar and punctuation.Conciseness in presentationClarity of expression (avoid idiomatic and

jargon-laden language)Control to ensure paragraphs are properly

and logically grouped under appropriate headings and sub-headings.

Coherence by ensuring appropriate words or phrases are used to link sentences and paragraphs.

Part II: CASE ANALYSIS

1. Synopsis of the Case in Part I.

• A brief summary of the case to highlight and recapitulate the case facts or situation that led to the problem(s) to be resolved.

2. Identify the core problem(s) and diagnosis of the root causes.

• Based on data & facts given in the case (substantiated with evidence or case facts)

3. Identify alternatives or options

• Apply relevant theory, concepts & principles to generate alternatives

CASE ANALYSIS…contd.

4. Evaluate alternatives or options • Identify relevant criteria• Use models/tools/techniques

5. Recommendation for selection of alternative based on relevant criteria.

6. Implementation and action plan (with proposed time-frame)

Start writing your case

The End