Please find below attachment and follow below instructions:
Writing the case study
Generally, there are eight sections in a case study. Use this as a guideline to write your case study.
Synopsis/Executive Summary
•Outline the purpose of the case study.
•Describe the field of research — this is usually an overview of the company.
•Outline the issues and findings of the case study without the specific details.
•Identify the theory that will be used to analyse the case study.
•The reader should be able to get a clear picture of the essential contents of the study.
•Note any assumptions made. You may not have all the information you would like, so some assumptions may be necessary
e.g. “It has been assumed that..
“Assuming that it takes half an hour to read one document..
Findings
•Identify the problems found in the case.
•Each analysis of a problem should be supported by facts given in the case together with the relevant theory and course concepts.
•It is important to search for any underlying problems; for example, cross-cultural conflict may be only a symptom of the underlying problem of inadequate policies and practices within the company.
•This section is often divided into sub-sections, one for each problem.
Discussion
•Summarise the major problem/s.
•Identify alternative solutions to this/these major problem/s (there is likely to be more than one solution per problem).
•Briefly outline each alternative solution and then evaluate it in terms of its advantages and disadvantages.
•There is no need to refer to theory or coursework here.
Conclusion
Sum up the main points from the findings and discussion.
Recommendations
•Choose which of the alternative solutions should be adopted.
•Briefly justify your choice and explain how it will solve the major problem/s.
•This should be written in a forceful style as this section is intended to be persuasive.
•Integration of theory and coursework is appropriate here.
Implementation
•Explain what should be done, by whom and by when.
•If appropriate, include a rough estimate of costs (both financial and time).
References
Make sure all references are cited correctly.
Appendices (if any)
Attach any original data that relates to the study, which would have interrupted the flow of the discussion in the main body.
What is a ‘case’? A case is a scenario that gives you the opportunity to identify problems, apply theory and recommend a course of action in a business situation. The case may be real or fictional, but will usually represent a complex situation with no ready solutions. What is your role as an analyst? In analysing a case your task is to
identify the problem(s) in the situation presented in the scenario analyse the key issues within the context of theory/ies presented in your course develop and compare alternative solutions to the problems consider the advantages and disadvantages of various possible solutions select the best solution and make recommendations for action write up your case analysis in appropriate case analysis report format.
Why are you asked to write case analyses? You are asked to write case analyses in some of your courses to enable you to demonstrate that you can apply conceptual frameworks from your course to real situations and integrate topics in your analysis. Case analyses also enable you to improve your critical thinking and analytical abilities, your ability to evaluate sources of information and your written communication skills. Case analyses are often used in employment interviews to assess:
how you think how you structure problems your ability to *conceptualise, *draw clarity from ambiguity, *form views, *make
recommendations.
Business School
Writing a Case Analysis
Writing a case analysis
edu@unsw.edu.au 9385 5584
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What are the stages in preparing a case analysis? There are a number of stages in preparing a case analysis. These are:
understanding the case identifying the core problem in the case analysing the issues in the context of a theoretical framework exploring alternative solutions with reference to a theoretical framework choosing the best solution making recommendations for action.
What do you need to do to understand the situation? Your first task is to understand the scenario you are given. When you read the scenario you should identify the facts of the case. The following questions can guide you in doing this.
What is the mission of the organisation? Who are the “stakeholders” within the organisation? Who are the “stakeholders” or target groups outside the organisation? What is the formal decision making process in the organisation? What are the informal decision making processes in the organisation? What is the process of production or service delivery? Who are the competitors? What external factors impact on the organisation? What is the major problem? What are subsequent problems and implications? What is the role of management in relation to the problem? What is the role of production/service providers in relation to the problem?
As you are reading you will also need to fill in gaps based on your knowledge of theory and of the world and ignore irrelevant details. What are the steps in identifying the core problems? As you identify the facts of the case you will begin to think about the problems and to decide which problems are core problems. In doing this you will need to
distinguish between symptoms of the major problems and the major problems themselves
distinguish between immediate and longer term problems find evidence to support your decision about what you believe to be the core
problems.
Writing a case analysis
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What are the steps in analysing the issues? As you identify the core problem(s) you will begin to analyse the issues underlying these problems. The following steps assist with this.
Identify any bias in the way the case is described. Classify the factors that influence the problem as internal or external to the
organisation. Reflect on theoretical principles from your course that might explain aspects of
the case. Apply analytical models from your course to further illuminate the situation. Identify the decisions that need to be made. Identify strategic issues. Identify risk factors. Identify historical precedents.
What are the steps in exploring alternative solutions? As you are analysing the issues you will begin to think about alternative solutions. You should:
consider individual and organisational levels consider the long and the short term define the alternative possible solutions compare the alternative solutions in regard to *theoretical grounding, *strengths
and weaknesses, *risk factors. How do you choose the best solution? As you explore the alternative solutions you will begin to decide on the best solution for the organisation in solving its problems. It is important at this stage to provide a justification for the solution you choose. What are the steps in making a recommendation? When you have decided on the best solution you will be able to make a recommendation or recommendations. At this stage you should do the following:
Express your recommendation(s) precisely. Ensure that your recommendations are complementary. Ensure that it is feasible to implement the recommendations.
How do you present your case analysis? A case analysis is presented as a report. Refer to the EDU handout on reports for guidance on how to format a report. The following is a suggested structure for a case analysis report:
Writing a case analysis
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Introduction: Describe the situation and identify the main problem. Body: Analyse the problem and the issues underlying the problem. Present and analyse alternative solutions to the problem. Conclusion: Identify the best solution. Recommendations: Identify the courses of action needed to implement the best solution. What makes a good case analysis? A good case analysis:
clearly identifies the core problem(s) provides a justification for the choice of core problem(s) analyses the issues underlying the problem in terms of the relevant theory uses appropriate terminology justifies the alternative solutions in terms of appropriate theory justifies the choice of the best solution presents feasible and complementary recommendations for implementing the
best solution is presented in appropriate report format.
Is there a best answer for a case analysis? It is important to remember that there is no one correct answer to any case analysis. As in real life, there is more than one way to interpret a case and solve problems, so there is no single answer. The approaches, interpretations and recommendations of different students will probably vary considerably. This provides a useful opportunity to compare and discuss different analyses and alternative solutions, which is a common practice in real life before finally recommending one solution. Are all case analyses similar? The general principles explained in this handout are relevant for all case analyses. However, there are some differences in requirements from one course or one case analysis or one lecturer to the next. Sometimes, for example, it will not be necessary to make recommendations. These notes provide a general understanding BUT you should always give priority to your lecturer’s requirements! Do I answer ‘critical incident’ questions in the same way as case analyses? Sometimes, especially in an exam, you may be presented with a case study in the form of a ‘critical incident’ and asked a series of questions about it. In this case you do not have to write a case analysis according to the format described in this handout. You simply answer directly the questions you are asked.
Guidelines for Writing a Case Study Analysis
A Bit About Case Studies
Often, the best way to understand a marketing problem is to look at the successes and failures of real
firms doing real marketing. Case studies allow us to review a scenario or situation that actually occurred
and analyze both the problems faced by the managers of the firm and potential solutions. Case studies
allow you, as a student of business in general and marketing specifically, to play the role of a manager in
the firm and determine how you might address the scenario were you actually in charge.
Often, there will be more than one right answer, although some will be “more right” than others. In
other studies, there will be no good outcomes – all the options have some negative impact on the firm.
You may find yourself needing to make hard choices. We all dislike the option of firing staff or closing a
factory, although that may be the best solution to the firm’s problems. While you are encouraged to
always apply the principle of “doing well by doing good”, you are also expected to make the correct
managerial decision.
Occasionally, the right decision is to do nothing. The firm is just fine and no action is required. This is
rare as, in general, it defeats the purpose of an academic case study. Should you choose this option in
your case analysis you must make an exceptionally strong case for doing so as managers rarely get paid
for doing nothing.
As you may have learned in other classes, 90 percent of marketing is common sense and the same often
applies to case studies. If your solution or analysis seems too complex-it probably is. The KISS principle is
often the best principle. Always keep in mind that real people, not imaginary characters in your analysis,
have to implement your solution.
There are a number of Web sites offering guidelines for case studies and you are strongly encouraged to
explore them. Here’s one to get you started:
http://plato.acadiau.ca/courses/Busi/IntroBus/CASEMETHOD.html
I. Format • 4-5 pages exclusive of cover, abstract and reference pages (total of approximately 8-9 pages)
• Pages must be numbered
• Tables, charts, graphs and images are all welcome but are NOT included in the page total
(although they will frequently contribute to a good grade!)
• Cover page must be APA compliant
• Separate abstract page
• Separate reference page
• 12 point Times Roman font
• Double spaced with 1” margins
The use of headers and sub-headers is strongly suggested
II. Submission
1. Submit to SmartAssign via iLearn
III. Cover page You must use an APA cover page. You will find an example at the end of these instructions
IV. Abstract Your abstract must be on a separate page and should be a summary of your paper. Typically,
your abstract will be a long paragraph in length.
V. Body
This should be about 4-5 pages in length (minimum – this is only a guideline)
Depending on the course objectives, the instructor may encourage students to follow a
systematic approach to their analysis. For example:
• What is the issue?
• What is the goal of the analysis?
• What is the context of the problem?
• What key facts should be considered?
• What alternatives are available to the decision-maker?
• What would you recommend — and why?
a) Case Background In 3-4 paragraphs describe the case facts and background. This should include BRIEF information
about the firm, however do NOT simply duplicate what is in the case itself. As things change
quickly in business, you may wish to check the current status of the firm and briefly discuss the
most current information.
b). Key Issues What are the key marketing or business issues in the case? These might be problems, opportunities
or challenges the firm is facing. For example:
• Sales have declined by 10 percent in the last year.
• The competition has launched a new and innovative product.
• Consumer tastes have changed and the firm’s most successful product is at risk.
Typically, there will b e 2-4 of these and you should briefly describe each. You may wish to cite
information from the case to support your contention that these are key issues. You will need to
consider if the issues are independent or interdependent. If the former, you may treat the solutions
as important to that issue alone. If the issues are interdependent, you may need to consider how
the solutions you describe below impact more than one issue or problem.
c) Analysis of Alternative Solutions.
For the issues you identified above, you must identify potential solutions and analyze each of
them. For example, for the decline in sales noted above we might try any of the following,
among other options:
1. increase advertising
2. develop a new product
3. change distribution or retailers
4. launch a brand awareness campaign
For each of the alternatives, you should analyze the costs, benefits, resources required and
possible outcomes. Typically, you will have 3-4 of these alternatives. Any given alternative
solution might address multiple issues. If this is the case be sure to so note in your narrative.
In your analysis consider tools such as SWOT, breakeven analysis, market research and other
marketing tools.
Typically, this will be the longest and most detailed portion of your case analysis.
d) Recommendations 1. Rank your options Begin by rank ordering your alternatives from most to least desirable. In a sentence or two
explain the rank you have assigned each alternative solution. Be sure to consider if the
alternative solutions help resolve more than a single issue. You should also consider which
issues are critical to the firm’s success and which are peripheral or less important.
2. Select and implement your preferred solution This is the most important part of your case analysis.
Begin by selecting the solution that you believe will best solve the issues or problems you have
identified.
Describe in detail WHY you have selected your given solution. Make sure that when supporting
your preferred solution your arguments are consistent with the analysis you conducted above.
Be very organized and methodical in your recommendations and do not “beat around the bush”.
Pick a solution and support that decision with facts and sound reasoning. NOTE – you may
combine more than one solution but in doing so you must support BOTH and justify the
expense.
VI. Conclusion – Lesson Learned
What is the most important take-away or lesson learned from this case? Be specific and describe
why you selected this particular “lesson”.
VII. References.
You must include a separate page listing your references in APA format. If you need help with
APA try the OWL Purdue University Web site
http://owl.english.purdue.edu/
You must have three references other than the text, course slides or other course materials, as
follows:
• ONE reference from a peer reviewed academic journal or paper
• ONE reference from a popular business press source (WSJ, Inc., Business Week,
The Economist. Harvard Business Journal among other options)
• ONE reference from an online source – NO Wikipedia or similar sources. In some cases blogs may be acceptable.
GRADING GUIDELINES
In addition to the grading rubric below the following specific deductions will apply:
Missing or incorrect cover page – 10 point deduction
Missing or inaccurate references or citations – 10 point deduction for each
Not having a separate page for references – 5 point deduction
Not formatted per instructions – 10 point deduction
Missing Abstract – 10 point deduction (partial deduction for short or poorly organized abstract)
Missing page numbers – 5 point deduction
THIRD PARTY CONTENT As with any academic assignment you may use third party content on a limited basis to support your
arguments and conclusions. The guideline for this case analysis is approximately 10 percent of your
paper may be direct quotes or content from your sources. All such quotes or content MUST be cited in
APA format.
THE FOLLOWING IS AN EXAMPLE OF AN APA COVER PAGE
Running Head : The name of your paper
The Name of Your Paper
Sub name if any
Paper Type (marketing plan, case analysis, thesis)
Your Name
Your School Name
Abstract
Your abstract follows your cover page and is typically a paragraph in length. It is a brief summary of your
analysis.
BEGIN THE BODY OF YOUR PAPER ON THE PAGE FOLLOWING THE ABSTRACT
References
End your paper with your references listed in APA format on a separate page.