western chain saw case analysis. steps in analyzing case analyze and record the current situation...
TRANSCRIPT
Steps in Analyzing Case
• Analyze and Record the Current Situation– Threats, Opportunities– Strengths, Weaknesses
• Identify the Marketing Problem(s) facing Management
• Formulate, Evaluate and Record Alternative Courses of Action
• Select, Implement, and Record Chosen Course of Action
Steps in Analyzing Case
1. Analyze and Record the Current External Situation– How complete is the analysis of threats and
opportunities?• Competition? • Size and needs of Customers?• Size and growth of Industry?• Impact of Economy, Culture, Political, Legal,
Technological, Demographic Conditions?
Case Evaluation Criteria
Analysis of External Situation– Excellent - Thorough list of threats &
opportunities– Satisfactory - Incomplete Analysis– Poor – Merely rehashes facts
Steps in Analyzing Case
2. Analyze and Record the Current Internal Situation– How complete is the analysis of strengths and
weaknesses?– Are the following strengths or weaknesses?
• Target Market?• Product? Positioning?• Promotion?• Price?• Distribution?
Case Evaluation Criteria
Analysis of Internal Situation– Excellent - Thorough list of strengths &
weaknesses– Satisfactory - Incomplete Analysis– Poor – Merely rehashes facts
Steps in Analyzing Case
3. Identify Marketing Problem (Problem which can be solved by manipulating marketing mix). Hint: Formulate as a question.
– Is it main problem or secondary? Can it be related to company’s goals? Is it broad enough to pose several alternatives/
Case Evaluation Criteria
Statement of Problem– Excellent - Clear, concise statement of main
problem and secondary problems stemming from analysis
– Satisfactory - Focus on secondary problem(s)– Poor – Focus on wrong problem
Steps in Analyzing Case
• 4. Identify Alternatives– What alternatives were provided?– What alternatives are missing?
Case Evaluation Criteria
• Identification of Alternatives– Excellent - Thorough– Satisfactory - One or two alternatives missing– Poor – Very Incomplete
Steps in Analyzing Case
• 5. Evaluate Alternatives– Use quantitative (breakeven, market potential) and
qualitative criteria (goodwill, customer satisfaction)– Use same criteria across all alternatives
Case Evaluation Criteria
Evaluation of Alternatives– Excellent – Pros and cons specified;
evaluation criteria clear; use both quantitative & qualitative criteria
– Satisfactory – Evaluation somewhat vague; similar criteria not applied to all alternatives
– Poor – Very incomplete or incompetent evaluation
Steps in Analyzing Case
6. Select Alternative– Pick alternative that best reaches marketing
goals– Make recommendation
• Specific• Clear• Actionable
Case Evaluation Criteria
• Recommendation– Excellent - Specific & clear; quantitative &
qualitative analysis; consistent with objectives– Satisfactory – Vague or otherwise lacking on
criteria stated; minimal justification– Poor – Very vague; NO or incorrect
justification; inconsistent with objectives; impractical
Case Evaluation Criteria
Overall Evaluation– A - Superior or outstanding case analysis that addresses all aspects of the
assignment. Though it may have minor flaws, it is thorough, specific, creative and demonstrates a complete understanding of marketing principles. It is clearly and concisely presented and backed up with thorough analysis.
– B – A very good analysis which may well be organized but is weaker in some aspect than a superior report. It may not address all of the case components thoroughly. It may not be as well organized or as specific.
– C – A good case analysis and an adequate response to the assignment. This grade is appropriate for reports displaying one or more of the following weaknesses: A situation analysis which only lists facts but does not analyze them; is very poorly organized; contains technical errors; overlooks major aspects of the case; is very superficial.
– D – This grade is for reports that are incomplete; contain serious errors in the analysis and in the recommendation or shows little understanding of the assignment.
– F – This grade is for reports showing no understanding of the assignment.