Example Case Analysis

Example Case Analysis Western Chain Saw

Steps in Analyzing Case • Analyze and Record the Current Situation – Threats, Opportunities – Strengths, Weaknesses

• Identify the Marketing Problem(s) facing Management • Formulate, Evaluate and Record Alternative Courses of Action • Select, Implement, and Record Chosen Course of Action

Steps in Analyzing Case • Analyze and Record the Current External Situation – How complete is the analysis of threats and opportunities? • • • •

Competition? Size and needs of Customers? Size and growth of Industry? Impact of Economy, Culture, Political, Legal, Technological, Demographic Conditions?

Steps in Analyzing Case • Analyze and Record the Current Internal Situation – How complete is the analysis of strengths and weaknesses? – Are the following strengths or weaknesses? • • • • •

Target Market? Product? Positioning? Promotion? Price? Distribution?

Steps in Analyzing Case • Identify Marketing Problem (Problem which can be solved by manipulating marketing mix). Hint: Formulate as a question. – Is it main problem or secondary? Can it be related to company’s goals? Is it broad enough to pose several alternatives/

Identify Marketing Problem • Problem: Sales people are leaving the company – Causes: • • • •

Improper training Unfair compensation Bad product Unrealistic quotas

– Symptoms • High turn over rate • High training costs

Identify Marketing Problem • Problem: In mature stage of product life cycle – Causes • Maturing needs and wants

– Symptoms: • Increased Competition • Price Warfare • More Regulation

Steps in Analyzing Case • Identify Alternatives – What alternatives were provided? – What alternatives are missing?

Steps in Analyzing Case • Evaluate Alternatives – Use quantitative (breakeven, market potential) and qualitative criteria (goodwill, customer satisfaction) – Use same criteria across all alternatives

Steps in Analyzing Case • Select Alternative – Pick alternative that best reaches marketing goals – Make recommendation • Specific • Clear • Actionable

Situation Analysis - External • What is your evaluation of external analysis? • Threats •? •?

• Opportunities •? •?

Situation Analysis - Internal • What is your evaluation of external analysis? • Strengths –? –?

• Weaknesses –? –?

What is the Problem Facing Decision Makers? What is their objective?

• What is your evaluation of statement of problem? – Why? – What is the problem?

What are the alternatives provided for solving the Problem Facing Decision Makers?

• What is your evaluation of alternative provided? Why? – What alternatives were provided? – What alternatives are missing?

How well are these Alternatives evaluated? • How well are these Alternatives evaluated? – Which criteria used?

How good is the recommendation? • What is your evaluation of recommendation? – Why? – Can it be implemented? – What’s missing?