Giving a Case PresentationGiving a Case Presentation

The three dimensions of a caseIndividual PreparationSmall group discussionCase presentation and report

Three Dimensions of a CaseThree Dimensions of a Case

Conceptual Dimension– What concepts, theories, or techniques might be useful

in understanding and/or resolution of the case?

Analytical Dimension– What is the student’s task with respect to the key

decision or issue of the case?

Presentation Dimension– Does he case present all important information or what

information is still missing?

Example: Analytical DimensionExample: Analytical Dimension

1) “Susan Lee, the marketing manager of Antecesor.com, was seeking additional funds for a promotional campaign and after considering whether to reallocate money from other brand budgets or whether to cut market research funds, decided that cutting into the research funds was the best decision.”

• Was the decision appropriate?

• Was the process followed correct?

• Where further alternatives considered?

• What might be future consequences of the decision?

• Implementation plan

2) “Susan Lee, the marketing manager of Antecesor.com, was seeking additional funds for a promotional campaign and wanted to determine whether to reallocate or to cut would be the best way to secure enough for the campaign.”

• Analyze the situation.

• Generate additional alternatives.

• Evaluate all alternatives against specific criteria.

• Make a decision

• Develop action and implementation plan.

Example: Analytical DimensionExample: Analytical Dimension

Example: Analytical DimensionExample: Analytical Dimension

2) “Susan Lee, the marketing manager of Antecesor.com, was reviewing the current promotional budget.”

• Analyze the situation.

• Need decisions be taken?

• What alternatives might be considered?

• What decision criteria should be used?

• Which alternative might be preferable?

• How could it be implemented?

• What could be the outcome?

Individual PreparationIndividual Preparation

•IMPORTANT: You are NOT Susan’s consultant! You ARE Susan Lee! Put yourself into her shoes.

• Not “If I were a consultant to Susan, what would I recommend? is the question.

• “What would I do if I was in her position?”

• “We decided to go with alternative X because we believe we will increase marketshare in the high-margin segment…”

How to get into a case quickly:Step 1: Read the first 3 paragraphs and the last three paragraphs

of the case and then stop to reflect.

Step 2: Answer for yourself the following 5 questions:

•Who is the decision maker in the case that I will be identifying with, and what position, responsibilities, and title do I hold?

•What appears to be my challenge and its significance of the organization?

•Why has my issue arisen and why am I involved now?

•When do I have to decide, resolve, act or dispose of this issue? Is the any urgency?

Step 3: Quick look at the case exhibits.

Step 4: Quick review of the case subtitles.

Step 5: Skim case body.

Step 6: Read assignment questions.

Duration of the whole exercise no more than 30 minutes!

The Full Case Analysis ProcessThe Full Case Analysis Process

1)Read the case2) Apply case solving process according to

dimensionsDefine the issueAnalyze the case dataGenerate alternativesSelect decision criteriaAnalyze and evaluate alternativesSelect preferred alternativeAction plan and implementation

Helping Tools 1:

Case Issue Importance and Urgency Matrix

Importance

Urgency

Low High

Low I II

High III IV

Helping Tools 2: List of Common Decision Criteria

Quantitative Qualitative

Profit Competitive advantage

Cost Customer satisfaction

Return on investment Employee morale

Market share Corporate image

Capacity Ease of implementation

Delivery time Synergy

Risk Ethics

Cash flow Flexibility

Inventory turnover Safety

Productivity Visual appearance

Staff turnover Obsolesce

Quality Cultural sensitivity

Growth rate Motivation

Quantity Goodwill

Helping Tools 3: SWOT Analysis

StrengthWeaknessesOpportunitiesThreats

Helping Tools 4: Alternative Analysis Matrix

Decision Criteria

Alternatives Cost Time Ease of Implementation Customer Satisfaction

1.

2.

3.

4.

Helping Tools 5: Decision Tree Diagram

Alternative A

Alternative B

Best possible outcome

Most likely outcome

Worst possible outcome

Best possible outcome

Most likely outcome

Worst possible outcome

Helping Tools 6: Qualitative and Quantitative Alternative Assessment

Quantitative+ N -

Qualitative+ N - + N - + N -

DecisionGo go ? ? No no ? No no

Preparation in Small GroupsPreparation in Small Groups

1) Quick review of the Short Cycle Process conclusions.

2) Review of Full Analysis Process conclusions.

3) Review of special difficulties.

4) Anticipation of the class discussion.

Case Presentation and ReportCase Presentation and Report

Organize your presentation– Have a good opening to get attention and arouse interest.– Have a good structure and “reel” class back into it from

time to time.

Prepare well– It shows if you did not practice TOGETHER before you

present in class.– However, do not prepare a full write-up that you read out

to the class.

Keep it simple.– Not always easy but important. Keep structure simple.

– succinct slides are good.

Use quality visual aids.– Don’t go overboard. They should not distract from the

presentation but support your arguments and key points.

Rehearse.– Not just the content but style of delivery, eye contact,

poise, timing, linking between presenters, and use of visual aides.

Anticipate audience reactions and questions.

Evaluation Criteria of Case Evaluation Criteria of Case ReportReport

Clear identification of the issue(s).Soundness and accuracy of analysis.Legitimacy, range, and evaluation of alternative.Appropriateness and specificity of recommendations.Appropriateness of action and implementation plans.Consistency of logic.Appropriate use of theory and concepts in your analysis.Quality of written presentation.

Suggestion for Organization Suggestion for Organization and Coherence of Ideasand Coherence of Ideas

Outline overall structure of your report.Identify the units and subunits by headings and

subheadings.List ideas and information associated with each

subheading.Group related ideas where possible.Arrange ideas and/or “idea groups” into logical

order.Plan exhibits.Plan the intro and conclusion.

Case Report Check ListCase Report Check List

Title pageTable of ContentExecutive summaryIssue statementData analysis/SWOT (may be put in appendix)Alternative generation and analysisRecommendationsAction and implementation planExhibits