A. Who is the protagonist?

B. What are his or her objectives (implicit or explicit)?

C. What decisions (implicit or explicit) must I make?

D. What problems, opportunities and risks do I, as the protagonist, face?

E. What evidence do I have to help make the decision? Is the evidence reliable and unbiased?

F. What alternative courses of action are available?

G. What criteria should I use to judge the alternatives?

H. What action should I take?

I. How should I convince others in the case and in the classroom that my

approach is the best?

J. What did I learn from this case?

K. How does it relate to past cases and my own “live” experiences?

Consumer:

Context Market:

Competitors:

Place Distribution:

Product:

Price:

Personal Selling:

Promotion: