master class case solving
DESCRIPTION
This is a presentation I gave for third year Bachelor of Commerce students. The goal was to show students how to solve business cases in a short masterclass. More information about the NIBS Case Competition 2011 can be found at the following website:http://www.busi.mun.ca/nibs2011/TRANSCRIPT
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MASTER
CLASS
MARKETING
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WHO?
• Younesse Zouane• Bachelor of Commerce student• Winner @ Master Class Marketing 2010• Participant @ NIBS Case Competition 2010, Canada
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TODAY
1. Master Class Case Solving
2. Personal Benefits
3. Questions & answers
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1. MasterClassCase
Solving
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Caution:This is not “the way”
to solve a case
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SCANNING
• Title• Subtitles• First paragraph• Last paragraph
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SCANNING
Title“The Women’s Tennis Association Comes to China – But Who?”
ProblemWhat is the optimal mix of staff that should be used for the new Asian headquarters of the Women’s Tennis Association?
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SCANNING
Subtitles
• ..History of Pan Boricua..• ..The bread industry of United States..• ..Hispanics and boricuas as consumers..
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SCANNING
First & last paragraph
• ..it was September 4, 2007..• ..WTA opening an Asian regional office..• ..how to staff the local office..• ..optimal mix of expatriates and locals..• ..chief operating officer of the WTA..• ..recommendations by end of the week..
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READING
• Set a time limit- 4 hour case = 45 minutes
• Read the most important parts- Skip parts when short on time
• Take notes- One A4 maximum- Mark important parts
• Reread the first and last paragraph- You will understand them better
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BRAINWRITING
• Exchange notes with teammates• Read notes and add comments• Repeat for every teammate• Conclude preliminary problem
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ANALYSIS
Internal Analysis+
External Analysis=
SWOT confrontation
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ANALYSIS
• Internal & External Analysis- What are the positive points?- What are the negative points?- Use theory when possible- Keep it relevant- Analysis must lead to your
problem later on
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ANALYSIS
• SWOT matrix- Summary of analysis- Keep it realistic- Only list most important points
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CONCLUDING
What are the most important issues this company is dealing with?
- Usually there are multiple issues- What affects business the most?- This is the most critical issue- Use your preliminary problem
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CONCLUDING
• Key problem- What is the most important issue?
“Lenovo needs a marketing and branding strategy to compete globally without damaging their image”
• Key question- What question needs to be answered?
“What strategy should Lenovo use to build a competitive, global brand?”
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SOLVING• Alternatives
- Form alternatives that solve the problem- Alternatives must exclude each other!- Take consequences into account- Think from a strategic level- Be creative, write everything down- Choose wisely
Option #1: Increase advertisingOption #2: Hire more sales advisorsOption #3: Launch new website
Wrong!
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SOLVING
• Alternatives- Weigh out the pros & cons
Alternative #1 Alternative #2 Alternative #3Pros Pros Pros+ + ++ + ++ + +
Cons Cons Cons- - -- - -- - -
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SOLVING
• Alternatives- Calculate the outcome
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SOLVING
• Alternatives- Use a decision matrix
Weight Alternative #1Current location
Alternative #2New location
Alternative #3Close shop
Investment 0.2 1 3 3
Risk 0.2 1 3 1
Customer acceptance 0.2 2 3 1
Space available 0.3 3 1 1
Sales improvement 0.3 2 1 2
Total 2.3 2.4 1.9
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SOLVING
Just remember to:
• Choose wisely• Be convincing• Backup your solution
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IMPLEMENTATIONImplementation = different plansResearch & Development
Human Resources DistributionMarketing
• Choose plans depending on the problem and your solution• Try to divide plans between teammembers• But..• Don’t forget to communicate!
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IMPLEMENTATIONBe specific
- Always as specific as possibleThink of all consequences
- Both positive and negativeUse your available “tools”
- Keep in mind strengths & weaknessesAlways ask one question
- Would I give my approval to this solution and implementation?
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IMPLEMENTATION
Financial figures- Business decisions come down to
one thing:
$$$- Always support your solution with financials
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IMPLEMENTATION
If you have time left you can also add:
• Risk management- What are the risks of the solution?- How will we overcome them?
• Contingency plan- What’s plan B?
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SUMMARY
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PRESENTATION
• Less is more• Use graphics• Always explain why• Be convincing• Backup your solution• Act like a team
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2. Personal Benefits
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COMPETENCIES
• Analytical skills• Argumentation• English• Presentation skills• Flexibility• Teamwork• Working efficiently• Creativity
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EXPERIENCE
“Winner of Master Class
Marketing 2011”
“Participant at NIBS Case Competition 2011”
Will look great on your resume!
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INTEREST
Work or continue study?
What company do I
want to work for?What job function would I like?
What are my areas of interest?
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FUN
Exceed yourself
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FUN
Sightseeing
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FUN
Party
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FUN
Ride cool vehicles
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FUN
Dance
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FUN
Fancy dinners
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FUN
Drinking games
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FUN
Make new friends
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FUN
Win!
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What do I need to do?
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MASTER CLASS MARKETING
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CASE COMPETITION TRAINING
The winners are directly
qualified for the training
All semi-finalists can qualify for the training
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NIBS CASE COMPETITION
Of all Case Competition Training
students 4 will be selected to participate at the NIBS Case
Competition
Will you be one of them?
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NIBS CASE COMPETITION
• February 2012• 10 teams• 3 rounds• Semi-finals• Finals• One winner
• Next year @ your school
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NIBS CASE COMPETITION
Country School
Canada Bishops University
Canada Carleton University
Canada Concordia Univeristy
Canada Memorial University of Newfoundland
Ierland Dublin University of Technology
Nederland Hogeschool Rotterdam
België Katholieke Hogeschool Leuven
Finland Lahti University of Applied Sciences
Verenigde Staten Salisbury University
Verenigde Staten Southeast Missouri State University
Last years competitors
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3. Questions&
Answers
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?
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Thanks&Good Luck!
:-)