GUIDELINES FOR CASE ANALYSIS

1. What is a Case?
A case is a statement of conditions, practices, and facts existing at a given point in time in a
company’s history. It usually describes a situation, problem, opportunity which the company is
facing, or has resolved. Cases illustrate business situations that are particularly useful in
explaining a given set of management issues. Usually, not all of the information is provided in
the case. However, it frequently includes data on alternative courses of action.

2. The Case Study Methodology

The case method is based on an integrative approach and upon the belief that marketing
management is a skill rather than a collection of independent techniques and concepts. The
best way to learn this skill is to experience it in a simulation-like process. Unfortunately,
sometime we cannot project ourselves into real business situations. As a substitute, we can
read descriptions of particular business situations and make decisions based upon the data we
find there: we are simulating the functioning of a manager. These simulations of business
situations are usually referred to as cases. Therefore, the case study is intended to give you an
opportunity to apply the concepts of the course in the context of a "real" business situation.

The case study is intended to give you an opportunity to apply the concepts of the course in
the context of a "real" business situation. Hence, the case is analyzed using the dynamics of a
team meeting where the objective is to determine the best course of action and how to
implement it. The students decide what’s "the right answer" after debate, and discussions. The
main purpose of the case study methodology is to understand how managers make decisions.
This requires undoubtfully direct exposure to the decision-making process.

Important Note
One of the first adjustments to the case method will be getting used to how the information
and case material are presented. An effective way to understand the case is to gather the
appropriate data, evaluate them, and finally make a decision.

You will be evaluated not just on your qualitative and quantitative analyses, but also on the
following aspects of your analysis:
• Style: Your report should be easy to read, clear, and concise. You must pay attention
to errors in grammar, spelling, and punctuation.
• Analytical ability: the reader knows the case; don’t restate the case facts by
presenting useless or immaterial details. Introduce facts of the case only if they are
essential to your analysis and conclusions. You must assume the role of a consultant in
recommending a particular course of action. You will accomplish this by conducting a
logical analysis of the situation and the alternatives. Do not waste time telling the
decision maker what he/she already knows.
 3. Format of the Case Analysis
The report should include the following sections.

The following sections are not included in the count towards the page limit.
Cover page
Name of the company, the date, instructor’s name, students’ names, and students’ numbers.
Table of contents
A Table of Contents is required and includes all headings.
Executive summery
This is a one-page summary of the case analysis.

This section is included in the count towards the page limit.

Body of the report
The body of the report must contain the following headings,
1. Key marketing issue and consequences
2. Case analysis and answers to set questions (will be posted with the case requirements).
3. Recommendation to case issue/problem.

This section is not included in the count towards the page limit.
Appendix
This section is used to report all relevant and additional information including tables,
assumptions, and calculation methods.

Mandatory in the Appendix : SWOT analysis

1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
 Correspondence with Undergraduate 0.00 – 60% 60 – 70% 70 - 87% 87 - 100%
Percentage Scale
Rating scale: 1= poor to 5= excellent 0 to 1 1 to 2 3 to 4 5
CRITERIA % Below Standard Approaching Standard At Standard Exceeds Standard
Clear explanation of key strategic issues 10% Shows little understanding of the Shows some understanding of the Shows adequate knowledge of the Shows superior knowledge of the
• The problems, scope, and seriousness was clearly identified in issues, key problems, and the issues, key problems, and the issues, key problems, and the issues, key problems, and the
the company’s present situation and company’s present situation and company’s present situation and company’s present situation and
discussions. There was a well focused diagnosis of strategic strategic issues. strategic issues. strategic issues. strategic issues.
issues and key problems that demonstrated a good grasp of the
company’s present situation and strategic issues.
Valid arguments; analysis of case facts with relevant 15% Critical issues and key problems that Critical issues and key problems that Critical issues and key problems that Critical issues and key problems that
supportive detail; and core concepts supported the Case Analysis were supported the Case Analysis were not supported the Case Analysis were supported the Case Analysis were
• Logically organized, key points, key arguments, and important poorly or not identified, analyzed, and clearly identified, analyzed, and partially identified, analyzed, and clearly identified, analyzed, and
criteria for evaluating business strategies were easily supported. supported. supported. supported.
identified. The report accepts even the The report is not aware of the The report is aware of the validity of The report does not accept
• Critical issues and key problems that supported the Case contradicting pieces of information in information or the assumptions on the information and assumptions but information at face value. The report
Analysis were identified and clearly analyzed and supported. the case without considering their which decisions are made. does not consider what could have considers what could have been done
• Critical thinking and core concepts validity. The report minimally, if at all, utilizes been done differently. differently.
The report does not utilize or course concepts. There is little The report utilizes some course The report clearly utilizes course
inaccurately utilizes course concepts. evidence of support from course concepts in critical thinking. concepts and models.
There is no support from course concepts. There is a minimal support
concepts. There is a strong support by by course concepts.
course concepts.
Answers to case study questions 20% The connections between the parts are The connections between the parts are The connections between the parts are The connections between the parts are
• Clarity and depth of answers. completely inaccurate. somewhat accurate. Instead of fairly accurate. The reader must make clear and highly accurate. The report
interpretations and explanations, lists a few mental leaps to understand the clearly identifies a conceptual pattern.
are given as analysis. connections.
Appropriate analysis, evaluation, synthesis 15% Analysis of key change drivers and the Analysis of key change drivers and the Analysis of key change drivers and the Analysis of key change drivers and the
• There was complete data/information on which to base a underlying the issues inadequate. underlying the issues were not underlying the issues were partially underlying the issues were clearly
thorough analysis identified. identified identified
• Key change drivers underlying the issues were identified.
• Synthesis, analysis, and evaluations were clearly
presented and supported in a literate and effective
manner.
Conclusions and recommendations are congruent with 30% Effective recommendations and/or Effective recommendations and/or Effective recommendations and/or Effective recommendations, solutions,
strategic analysis plans of action not provided. Specific plans of action inadequate. Specific plans of action were partially provided. and/or plans of action were provided.
• Specific recommendations and/or plans of action provided. data or facts necessary to support the data or facts were not referred when Specific data or facts were occasionally Specific data or facts were referred
• Specific data or facts were referred to when necessary to analysis and conclusions was not necessary to support the analysis and referred when necessary to support when necessary to support the analysis
support the analysis and conclusions. provided. conclusions. the analysis and conclusions. and conclusions.
• Recommendations and conclusions were presented and There is a very weak or no link There is a weak link between the There is a fairly strong link between There is a very strong link between the
supported in a literate and effective manner. between the recommendation and the recommendation and the analysis. The the recommendation and the analysis. recommendation and the analysis. The
analysis. connection between parts of analysis The connection between parts of connection between parts of analysis
and recommendation is incomplete or analysis and recommendation may not and recommendation is clearly stated.
somewhat inaccurate. be totally clear.
Proper organization, professional writing, logical flow of 10% Key points were poorly identified and Key points were not identified and Key points were partially identified Key points were clearly identified and
analysis, and formatting supported with a well thought out supported with a well thought out and supported with a well thought out supported with a well thought out
• Logically organized, key points, key arguments, and important rationale based on applying specific. rationale based on applying specific rationale based on applying specific rationale based on applying specific.
criteria for evaluating the business logic easily identified. Grammar, spelling, punctuation, concepts. concepts. Excellent grammar, spelling,
• Key points were supported with a well thought out rationale professional writing, and syntax needs Grammar, spelling, punctuation, Adequate grammar, spelling, punctuation, professional writing, and
based on applying specific concepts provided in the case. significant improvement. professional writing, and syntax needs punctuation, professional writing, syntax.
• Proper grammar, spelling, punctuation, professional
Many sentences are incomplete and/or improvement. and syntax. All sentences are complete. Sentences
writing, and syntax.
ungrammatical. The author does not A few sentences are incomplete All sentences are complete. Sentences are plain, to-the-point and not
• Did not waste space summarizing information already
acknowledge that key words have and/or ungrammatical. Sentences are are plain, to-the-point but may convoluted with several ideas. Key
found in the case.
precise meanings. Report has many long and convoluted with several include several ideas. Key concepts concepts and theories are accurately
spelling errors, or uses of slang. ideas. Key concepts and theories are and theories are explained. Report and completely explained. Report has
not explained. Report has several has been spell-checked and been spell-checked and proofread, and
spelling errors, or uses of slang. proofread, and has very few errors, has no errors, and no slang.
and no slang.