案例大赛.docx
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案例大赛.docx
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案例大赛
Howtoanalyseacasestudy
Step1:
Getageneralimpression
∙Whichorganisationsandindustries/sectorsdoesitrelateto?
∙Istheorganisationdoingwellorbadlyandhowhasitperformedinthepast?
Isitanorganisationthathasanunbrokenrecordofsuccessorhasitfallenonhardtimes?
∙Lookatthedevelopmentoftheorganisationovertime.Whatstrategieshasitpursued?
Whichhavesucceededandwhichhavefailed?
Howsuccessfulhastheorganisationbeen–andonwhatbasesdoyouknow?
∙Whatareyourinitialimpressionsofthemainissuesandchoicesconfrontingtheorganisation?
Isitinanexpandingindustry/sector,oramaturingone?
Arecustomerneedschanging?
Doestheorganisationconfrontavarietyofopportunities?
Oristhereaparticularstrategicissuewhichthecaseisorientedtowards?
∙Whatinformationisthereinthecaseastablesandannexes?
Step2:
Starttoanalyseseriously
∙First,withregardtoitsenvironment:
oWhicharethetypesofenvironmentwhereithasbeenabletosucceed,andinwhichtypeshasithadproblems?
oWhathavebeenandarelikelytobethekeydriversinthemacroenvironmentthatmaygiverisetochangesthatcouldprovideopportunitiesorgiverisetothreats?
oWhatisthenatureofthecompetitiveenvironment?
∙Second,getinsightsabouttheorganisationitself:
oWhatkindofstrategicresourcesdoestheorganisationhave–andwhichdoesitlack?
oThinkaboutwhichofthesehaveprovidedadvantageovercompetitors;orcouldprovidecompetitiveadvantage.
oDrawtheseanalysestogetherbyconsideringinwhatwaystheorganisationhasstrengthsorweaknessesgreaterthancompetition.
Soyouwillhavebuiltupapictureoftherelativestrengths,weaknesses,opportunitiesandthreats(SWOT)fortheorganisation.
∙Third,lookatissuesabouttheorganisation’sstakeholders.Whataretheirexpectations?
Aretheysimilarorinconflict?
Whohasmoreorlesspowerandinfluenceovertheorganisation’sstrategy?
∙Andconsidertheorganisation’sculture.Howhasthisinfluencedpaststrategiesandisitlikelytoinfluencefuturestrategyorconstrainattemptstochangestrategy?
∙Bewareofregardingdifferentframeworksofanalysisasdistinctandseparate;theyrelatetoeachother.Forinstance,theresultsofavaluechainanalysiscouldbeputinthecontextofdatafromaPESTELand5-Forcesanalysisandarelikelytoprovidemoreinsightiftheyare.
∙Pulltogetheryouranalysesandask:
“Whatarethemajorissuesthatfuturestrategyneedstoaddress?
”
∙Inallofthisconsiderwhatinformationisthereinallthetables,annexesandappendices?
Whataretheyandhowdotheyrelatetoandinformthequestionsabove?
Step3:
DevelopandEvaluateStrategicOptions
∙Usetheresultsoftheseanalysesasastartingpointfordevelopingstrategicoptions.Youwillhavebeguntothinkofwhattheorganisationmightdoduringyouranalyses.Notethesedown.
∙Butdon’tjustrelyonthese.GeneratemoresystematicallyotheroptionsbyusingsomeoftheframeworksinpartIII,inparticularchapter7,ofExploringCorporateStrategy–forexampleaTOWSmatrixbuildsonaSWOTanalysisthatyouhavecarriedout;andchapter7provideschecklistsofgenericstrategicoptions.
∙Evaluatetheoptionsbyaskingthefollowingquestions:
oWhicharemost suitable intermsofthestrategicpositionoftheorganisation;iethestrengthsandweaknessesithasandtheopportunitiesandthreatsitfaces?
oWouldastrategy,iffollowed,achieve competitiveadvantage fortheorganisationandprovidebasesforthesustainabilityofsuchadvantage?
oWhicharemostlikelytobe acceptable intermsoftheexpectationsofmajorstakeholders?
oWhichare feasible intermsofthelikelihoodofimplementation:
forexampleintermsofresourcingthestrategyandmanagingchange.
Step4:
Justifyyourconclusionswithreferencetothecase
∙Relateyouranalysistothetaskorquestionsyouhavebeenset.Whatelementsofthestrategicanalysisdoyourequiretoanswerthequestion?
Andwhatdon’tyouneed,orarelesssignificant(don’ttrytojustifyyourargumentsbyusingalltheinformationyouhave–selectwhatismostpowerfultosupportyourargument)?
Andistherefurtherinformationoranalysisthatyouneed?
∙Askyourselfwhetheryouhavereallysupportedyourconclusionsandrecommendationswithhardevidence(eventsandresults)fromthecasestudy?
Haveyouallowedyourselftobeswayedbytheopinionsoftheorganisation’sownmanagers?
Dothefactssupporttheirclaimsofsuccess,ortheirexcusesforfailure?
∙Makesureyouclearlystatewhat your recommendationsare.Thereisnopointmarshallingalistoffifteenpossiblereasonswhytheorganisationshoulddothisorthatwithoutmakingitclearwhichone(s)isyourpreferredoption.Unlessyouclearlystatewhatisyourrecommendation,youcouldlosemarks.
Step5:
Presentabalancedview
∙Makesureyouhaveconsideredthe alternatives toyourrecommendations.Thereishardlyeverjustonesingleoptionavailabletoanorganisationinagivenindustry/sector.
∙Makesureyourhavemadeitclear why therecommendationyouhavechosenisthebestoftheavailablealternatives.
∙Makesureyouhaveexaminedthe downside ofyouroptions.
HowtoAnalyzeaCaseAnIntroductiontotheCaseMethodFormanyofyou,thiswillbethefirstcourseusingcasesthatyouhaveevertaken.Thefactthatthisformoflearningisnewtoyouwillnaturallycauseyousomeconcern,andearlyon,somedifficulty.Yourtextbookhastwelvechaptersthatpresentaspectsofthestrategicmarketingplanningprocess,andalargenumberof“stories”aboutcompaniescalledcases.Thesecasesgiveyouthechancetolookatthepresentsituationfacinganorganization,andafterasystematicanalysis,makerecommendationsthatwillproduceachangeintheresultsoroutcomes.Whileyoucannotbecertainwhatthatoutcomewillbe,throughthediscussionandcritiqueofyoursuggestionsbyfellowstudentsandyourprofessor,projectionscanbemadeaboutthefoundationfortheprobablesuccessofyourrecommendations.Inthiscourseyouwillhavetheopportunity,throughcases,toseehowwellyoucanassessandaddressabusinessissueorproblem.Theroleofthecasecourseistoprovideyouwiththeopportunitytoutilizetheknowledgeyouhavegainedtothispointtoevaluateandmakerecommendationstoenhancetheperformanceofrealorganizations.Thisisnotasubstituteforrealworldexperienceinajobwithanorganization,butitisthetypeoflearningthathelpsprepareyoutobeginusingthebusinessknowledgeyouhaveacquired.
AnalysisFrameworksBecausetheprocessoflearningthroughcaseanalysismaybenewtoyou,wewilldevotemuchofthisdiscussiontoprovidingyouwithaframeworktouseinanalyzingthecasesfoundinyourtextbook.Suchaframeworkisusefulnotonlyinanalyzingcasesintextbooks,butalsoinconsideringbusinesssituationsdescribedinpublicationssuchasTheWallStreetJournal,BusinessWeek,Fortune,andForbes.Inreality,mostarticlesaboutcompaniesinmagazinesandnewspapersaremini-cases.Thecasesinyourtexttellstories,includingfacts,opinions,projections,results,expectations,plans,policies,andprograms.Asreaders,weneedsomewaytostructuretheinformationpresentedinawaythatmakesitmoreuseable.Analysisframeworksprovideameanstoaccomplishthisend.Thereareseveralbenefitsinhavingaframeworktouseforanalyzingsituations.Thefirstisthataframeworkprovidescomprehensivecoverageofthetopicsandissuesinvolved.Withoutaframework,theanalystmayoverlooksomeissues.Forexample,apersonmightnotconsiderthevariouseffectsoftheeconomicenvironmentfacingtheorganizationatagivenpointintime.Recommendationsmadewithoutthisconsiderationmaynotbeappropriate,andtheymayevenleadtothefailureoftheorganization.Anotherbenefitofaframeworkiseaseofcommunication.Wheneveryoneusesasimilarframeworktoanalyzecases,thetermseachpersonusespersonhavesimilarmeanings.Thisisahugeadvantageindiscussingcasesinandoutsideofclass.Afinalbenefitisconsistencyofanalysis.Aframeworkprovidesablueprinttoapproachsituationsconsistentlyeverytime.Thisisagreataidingettingstartedandconductingtheanalysiseffectivelyandefficiently.Usingtheframeworkrepeatedlywillmakeyouveryproficientwithit.
Infact,experienceshowsthatstudentscontinuetousethisframeworkintheirjobslongaftergraduation.Theycontinuetogetthesebenefits,andintimesofcrisis,theframeworkgivesthemsomethingtorelyonindealingwithdifficultsituations.Theframeworkpresentedintheremainderofthisdiscussioniscertainlynottheonlyonethatisusefulinanalyzingcases.Wealsocannotclaimthatitisthebestframework.Yourprofessormayprovidehisorherownframework,andifso,youshouldfollowit.Inallprobability,itwillbesomemodificationoftheoneoutlinedhere.Aslongastheframeworkprovidesyouwiththebenefitsoutlinedabove,youfeelitsuitsyourneeds,andyouuseitconsistently,thecaseanalysisprocesswillbemademoremanageableandvaluable.
TheSeven-StepCaseAnalysisFrameworkTheseven-stepframeworkpresentedhereisasynthesisoftheframeworksusedbyyourbook’sauthorsintheirmanyyearsofcombinedexperienceinteachingmarketing.Ithasbeenimprovedovertheyearsthroughdiscussionswithothermarketingprofessorswhousecaseanalysisintheircourses.Itisstraightforwardtouse,andprovidesthebenefitsofcomprehensiveness,communication,andconsistency.Itwillnot,however,serveasasubstituteforcarefullyreading(usuallythreeormoretimes)andconside
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