“Because Wisdom Can’t Be Told”(Prof. C.I. Gragg, 1940

Harvard)

Introduction to the Case Method

• Introduction

• History

• Benefits and Limitations

• Problem Solving and Case Analysis Models

Traditional Problem Solving ModelProblem Identification

Problem Analysis

Decision Alternatives

Decision Making

Decision Implementation

Hybrid Case Analysis Model

Problem Identification

Problem Analysis

Decision Alternatives

Decision Making

Decision Implementation

1) Problem Definition

2) Market Mix

3) S.W.O.T. Analysis

4) Alternatives

5) Implementation & Recommendations

6) Appendix

1) Problem Definition

• The most important step!!!

• Define problem(s) as presented in case (student may need to “read between the lines”)

• State the key problem in a clear, concise, unambiguous statement so that further analysis can occur.

2) Market Mix

• Facts and data relating to the current market mix, as presented in the case.

• Sub-headings: Product, Price, Promotion, Place, and Target Market

• Facts and data relating to the current situation, as presented in the case.

• Strengths• Weaknesses• Opportunities• Threats

3) S.W.O.T. Analysis

Internal Factorswithin the control of the business

External Factorsoutside the control of the business

4) Alternatives• Presentation of feasible alternatives that deal directly

with the problem

• 3 - 5 alternatives should be presented

• Alternatives should be fully supported and defended based on their ability to:

– solve the stated problem– build on business strengths, and avoid/eliminate weaknesses– exploit opportunities and minimise threats

5) Implementations & Recommendations• Students decide which alternative(s) should be

initiated

• A logical order for implementation is presented (e.g., Immediate, Short-Term, Long Term)

• Contingencies may also be appropriate

• New alternatives should NOT be presented in this section

6) Appendix

• Should include:– support material not included in body of case analysis

– charts and graphs

– financial analysis and projections

– sample promotional material

– statistics and demographic data

– etc.

Assessment of the Case Analysis

Case Section Format Mark1) Problem Definition Written Prose 12) Market Mix Detailed Point Form 33) S.W.O.T. Detailed Point Form 84) Alternatives Written Prose and Detailed

Point Form, etc.12

5) Implementation & Recomendation

Point Form 1

6) Presentation Content, Style, Mechanics,Organisation, Flow,Appx., etc.

5

Total 30

Teaching with Cases

• Role of the Teacher

• Role of the Student

• Group Work

• Classroom Discussion

Conclusion and Discussion

“To lead a symphony, you must eventually turn your back on the crowd!”