What is a Case & Case Study?
“A record of a business issue which actually
has been faced by business executives,
Case Study together with surrounding facts, opinions and
prejudices upon which the executive had to
Interpreting Business Scenarios depend.
These real cases are analyzed and a final
descision as to the type of action to be taken is
discussed
Case Studies and Practice Case Analysis Procedure
Interesting, real world situations with insights No standard formula or ideal methodology that is
appropriate for all cases
into the studies of management Analysis is influenced by the nature of the case, level
Decision making of competence & maturity of the person analyzing
and approach
may become easier For students, there are generally two types:
better quality of decisions Those which specify questions at the end
faster decision making Those that indicate dilemma faced by a company or an
executive
Working in teams
Logical framework for analysis Attacking the Case
Situation
Problems with quantity of information
Analysis first too much/later not enough
Problem Solution:
Identification
seek additional information
State make assumptions
Objectives
Decide which questions to ask
Set up
Alternatives Instructor will be more interested in the analyses and
Evaluate
process than in absolute correctness
Alternatives
Take a Descision
1
Steps of Problem Analyses More on the Question of Focus
Read the case thoroughly Is there one issue or many issues?
Define the central issue The answer may not be simple or obvious
Define the firms goals Often it makes sense to organize the problem
statement in a hierarchical way
Identify the constraints to the problem
A single over-riding issue
Identify all the relevant alternatives
Additional issues, but usually subsidiary to the
Select the best alternative main issue
Develop an implementation plan Triage
Deal with most important areas first
Tasks in Case Analysis
Analysis Tasks Judgmental Tasks
1. Situation – Past/present 1. Identify central problem
(exceptions & actual)
2.
3.
Situation – future
Ways to achieve objective 2. State objectives & acceptable Analyze the Situation
solutions
4. Applying criteria for
selection (feasibility 3. Set up alternatives
analysis) 4. Evaluate alternatives
5. Analyzing reason for
selection
6. Analyzing situation for 5. Take a descision
implementation
6. Decide action plan
Analyze the Situation The useful steps are…
The first step in case analysis is understanding the 1. List all past & current events in an order
situation in which the problem is located (chronological may be)
A situation is never complete in its description 2. Identify characters and their attitudes &
All situations comprise of facts, views, assumptions, relationships among the principals
inferences, & predictions
Sort out the relevant from the irrelevant, facts from
3. Look for facts, opinions & data (what do I need to
know in order to solve the problem or answer the questions)
assumptions, goals from actions, and organize the
issues into a clear exposition of the problems at hand 4. Make realistic assumptions to fill in the gaps
2
The useful steps are…
5.
6.
Process data using the right quantitative technique
Draw inferences wherever necessary
Identify the central
7. Put the situation in perspective. Use theoretical problem
models that would help in understanding the case
(Consumer Behavioral Model)
SITUTATION = FACTS + INFERENCES +
ASSUMPTION + PREDICTIONS
Problem Identification
Apparent Areas of concern Findings
A well
Sales are down- Competition, price, Salesperson’s
defined
problem
why? promotion,
distribution
failure
Objectives
is a Salesperson Sales supervision, Poor training
failure-why? poor product
problem presentation, low
half allowances, low
sales expenditure
solved
Poor training-why? Training method, Low Budget
Trainer, Trainees,
budget
Objectives
Without objectives, decisions may become
misdirected
State clearly long and short term objectives Formulate Alternative
Objectives must be clear & measurable
SWOT is a good way of understanding
situations, opportunities and constraints
3
Alternatives
Formulate
Develop a number of alternatives
One alternative could be maintenance of status quo
Decision
Evaluate
Consider alternatives along with criteria for selection
Profitability
Sales growth
Risk
Time
Resources
Taking a decision The Report
Select the best alternative to the problem Written or oral
under discussion Describes the solution of the case
Prepare an implementation plan Express yourself clearly
What must be done to carry out the decision? Explain the analyses and logic
What personnel must be assigned to do it?
Separate "facts" from opinion
When the acts should be carried out?
Lay out a plan for implementating the
How much will it cost?
decision
Written Reports Oral Reports
Short, well-organized report is better than a State what has occurred – what is the case about?
long, unorganized one Describe the context
changes in firm, industry, market
Do not include trivial matters Typical contents:
Typical sections: description of the case situation
executive summary problem statement
analyses of the key alternatives
problem statement conclusion
alternatives implementation
conclusion Be able to comment on other ideas
implementation
4
Effective Case Analysis Effective Case Analysis
Complete: in understanding, analysis & solution Critical: questions the situation & inferences &
argues in different ways. Discusses pros & cons of
Objective: avoid rehash or repetition alternatives
Realistic: imaginative with reference to attainable Logical: sequential thought process using sound
objectives; constructively chooses an appropriate logical framework of thinking
course of action with reference to constraints Clear: No confusion. Simple, methodical & easy to
understand presentation
Creative: generates beyond normal thinking
Analytical: Effective data classifications,
computations and analysis using suitable
presentation techniques
Adapted from:
Cases in Rural Marketing – An Integrated Approach
KM Lecture on Case Study 2004
