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Case study method places student in
simulated business environment
It substitutes the student as the business
manger who take decisions
So the student will develop and ability to take
decisions
Skills on critical thinking
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No case will give the student all the
information required to take a decision
So the student have to make logical
assumptions (DISCUSS)
Cases will be answered by way of exam type
written reports
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Practice cases would be discussed in the class
Student should develop
◦ Reading, evaluating and Listening skills
◦ Skills in making objections
◦ Skills in defending one’s position
Framework for answering marketing case
studies.
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Forming a basic idea of the case
Problems and opportunities
Generation of alternative answers
Evaluation of alternatives
Decision with Action steps
1. Analyse and form a basic idea of the
background of the case.
Nature of the industry, historical setting of
the company, management structure,
corporate culture, staff relations, market
share and status in the market, customer
analysis, products offered, demand, growth
patterns, stage of the PLC, nature of
competition, macro factors of environment
etc.
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2. Find out the symptoms
- Facts given in the case should be reviewed
well
- Make effective analysis of financial and
other quantitative information
- Make reasonable assumptions
- Find out the symptoms of the
problem/problems
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3. Analyse symptoms and find out the basic
problem or problems. Theoretical explanation
could be made.
4. Develop alternatives solutions to
problem/problems
5. Be open about making a critique on
alternatives
6. Discuss the pros and cons of alternatives
7. Propose a clear decision
A case study report is not an essay: It is a call for
action, to be read by the company’s
managers and executives.
A written report is ameans of communication: to
facilitate this, it should include a table of contents,
page numbering, and all the other basic
requirements of a properly formatted document.
State immediately, in the introduction, the report’s
conclusion (the action to be considered).
The report should then set out the reasons for this
recommendation,
A case study report should follow the structure:
This is the main problem of the case study …
The secondary problems are these …
To solve these problems, this is the recommendation…
and
Here are the reasons why …
Pitfalls to avoid:
Do not simply paraphrase the text provided. Avoid
rewriting the case word-for-word, or copying figures,
tables or graphs already included in the case study.
Recommendations should be clear and unambiguous, and
supported by as much corroborative data as possible.
The report should be written in a simple, direct and
concise style. AVOID WORDINESS
Subjective phrases such as “it seems”, “I (we) believe”, “in
my (our) opinion”, and “it is obvious that” should be
avoided.