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Case Study: Situation Analysis Steps

This document outlines the steps to analyze a case study for a marketing class: 1) Analyze the current external and internal situation by assessing threats/opportunities and strengths/weaknesses. 2) Identify the key marketing problem and formulate it as a question. 3) Generate alternative courses of action to address the problem. 4) Evaluate the alternatives using quantitative and qualitative criteria. 5) Select the best alternative and make a clear, specific, and actionable recommendation.

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Geleine Curutan - Onia
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20 views16 pages

Case Study: Situation Analysis Steps

This document outlines the steps to analyze a case study for a marketing class: 1) Analyze the current external and internal situation by assessing threats/opportunities and strengths/weaknesses. 2) Identify the key marketing problem and formulate it as a question. 3) Generate alternative courses of action to address the problem. 4) Evaluate the alternatives using quantitative and qualitative criteria. 5) Select the best alternative and make a clear, specific, and actionable recommendation.

Uploaded by

Geleine Curutan - Onia
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Example Case Analysis

Western Chain Saw

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


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?

Steps in Analyzing Case


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?

Steps in Analyzing Case


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 companys goals?
Is it broad enough to pose several alternatives/

Identify Marketing Problem


Problem: Sales people are leaving the
company
Causes:

Improper training
Unfair compensation
Bad product
Unrealistic quotas

Symptoms
High turn over rate
High training costs

Identify Marketing Problem


Problem: In mature stage of product life
cycle
Causes
Maturing needs and wants

Symptoms:
Increased Competition
Price Warfare
More Regulation

Steps in Analyzing Case


Identify Alternatives
What alternatives were provided?
What alternatives are missing?

Steps in Analyzing Case


Evaluate Alternatives
Use quantitative (breakeven, market potential) and
qualitative criteria (goodwill, customer satisfaction)
Use same criteria across all alternatives

Steps in Analyzing Case


Select Alternative
Pick alternative that best reaches marketing
goals
Make recommendation
Specific
Clear
Actionable

Situation Analysis - External


What is your evaluation of external
analysis?
Threats
?
?

Opportunities
?
?

Situation Analysis - Internal


What is your evaluation of external
analysis?
Strengths
?
?

Weaknesses
?
?

What is the Problem Facing Decision Makers?


What is their objective?

What is your evaluation of statement of


problem?
Why?
What is the problem?

What are the alternatives provided for solving the


Problem Facing Decision Makers?

What is your evaluation of alternative


provided? Why?
What alternatives were provided?
What alternatives are missing?

How well are these Alternatives evaluated?


How well are these Alternatives
evaluated?
Which criteria used?

How good is the recommendation?


What is your evaluation of
recommendation?
Why?
Can it be implemented?
Whats missing?

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