Strategic Management
Case Analysis Guidelines
Format for Case Report
(Supplemental Detail and Grading Rubrics)
Purpose
The purpose of this document is to provide guidance in the preparation of your individual case and
your group case. Each of these assignments will require an Appendix and a Report to the CEO.
Process
For the group case assignment, there is a company case assigned and you apply the BUS 800
analysis tools and put your analysis into an Appendix. Your instructor grades the Appendix and
makes suggestions for improvements. Then you resubmit the improved Appendix and make
recommendations based on the revised Appendix in a Report to the CEO of the company. For the
individual case assignment, you do the analysis and produce an Appendix and a Report to the CEO
in one document. You may only use information provided in the cases to construct the Appendix
and Report to the CEO.
Submissions
You will submit the group case assignment in two separate parts (an Appendix, which will be
returned with comments, and then a revised Appendix and Report to the CEO in one document).
You will submit the individual case assignment consisting of the Report to the CEO and Appendix
in one document. See Course Outline for exact dates. The individual case appendix has more
analysis tools than the group case, specifically those that are covered in the second half of the
report.
Length of both assignments
The Appendix contains:
● An External Analysis and
● An Internal Analysis, including a maximum 4-page Financial Analysis
A maximum total of 14 single-spaced pages in 12 pt. font, with 1.25″ margins all around, in Word,
which is the only acceptable format. While most of it is expected to be in point-form, certain
sections such as summary statements or the Strategic Issue section may be formatted as
paragraphs.
When constructing the Appendix, please use a numbering system to identify the sections and the
related analysis for a particular strategic tool. For example, you might want to consider numbering
the General Environment analysis section as 1.0, and creating subheadings for each of the
dimensions: 1.1 for Complementary Products and Services, 1.2 for Technology Change, 1.3 for
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BUS800 Case Analysis Guidelines
General Economic Conditions, etc. This way, if you were including data from Technology Change
in your Report to the CEO, simply state (1.2) to reference it. Apply the same logic and referencing
format for the entire Appendix.
The Report to the CEO (excluding the title page) should not exceed 1500 words, using a 12 pt.
font. Anything written beyond the 1500 word limit will not be read.
Sources and referencing for each assignment
For the individual case and the group case, all data must come only from the case itself. Therefore,
the citations for this will be from four possible sources in the following formats: from the case use
(Case, page number), from the textbook use (Text, page number), from your instructor’s slides
(Week x, slide number) and from your Appendix use (the numbered section, e.g. 1.2, as explained
above).
Be sure to examine all relevant data from the case. Number crunching of relevant financial
information (e.g. relevant ratio analysis) is expected and you should also consider other statistics
(i.e. market or industry related, operational) provided in the case exhibits, not just those related to
financial statements. Only include charts in your analysis that are supported by analyses of the data
presented in those charts. The completion of each section or subsection of the Appendix depends
on the information available in the case. If there is indeed a lack of information to apply a particular
tool, your instructor will eliminate such sections from the grading rubric. ALL OBSERVATIONS,
FACTORS, FEATURES AND DATA USED IN THE APPENDIX MUST BE SOURCED TO
THE PAGE WHERE YOU FOUND THEM.
Title page
• Specify the case name, the industry your analysis will be based on (see pp. 19-21 of
text), and include your names(s) and the date. Enter group members’ names in
alphabetical order by last name.
• Failing to include the industry on your cover page will result in a 5% penalty on your
assignment, which will be subtracted from your final mark.
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BUS800 Case Analysis Guidelines
Appendix Sections by Assignment
Group Individual
1 Porter’s Five Forces 20 marks 1 Porter’s Five Forces 20 Marks
2 General Environment 20 marks 2 General Environment 20 Marks
3 Innovation and the Industry Life Cycle 10
Marks
4 Strategic Group Map 10 Marks
5 Financial Analysis 20 marks 5 Financial Analysis 20 marks
6 Competitive Advantage and VRIO 20 marks 6 Competitive Advantage and VRIO 20 marks
7 Current and Generic Strategy 10 marks 7 Current and Generic Strategy 10 marks
8 Strategic Issue 10 marks 8 Strategic Issue 10 marks
The Appendix should be organized into the following sections:
Company’s External Analysis
Your External Analysis should be completed from the perspective of the industry. Use point form.
(See Chapter 2 in text)
1) Porter’s Five Forces analysis (Chapter 1, pp. 21-30)
Identify the power of each force as either Weak, Weak to Moderate, Moderate, Moderate to
Strong, or Strong with supporting point form evidence. You must state conclusions about the
effect of the four forces on rivalry and the overall attractiveness of the industry by identifying
which force(s) contribute the most to making it more attractive and which force(s) make it less
attractive.
2) The General Environment (Chapter 2 pp. 31-36)
Your answer should include all 8 categories discussed in the chapter, and should explain which
are relevant, which are not, and why. This is an analysis of the categories in the external
environment that affect the entire industry, and not a list of how each category can affect
specific internal aspects the case company. These categories are produced by long term,
structural elements in the external environment and are generally outside the control of firms in
the industry. What are the strategic opportunities and/or threats to the profitability of the
industry?
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BUS800 Case Analysis Guidelines
3) Innovation and the Industry Life Cycle (Ch 10) Individual Assignment only
Identify the stage of the industry with respect to the S Curve (pg. 190, Figure 10.5), and explain
why you believe it is in this stage. Has the industry been subject to the forces of innovation?
Explain why or why not. If so, identify the type of innovation using categories identified on
pg.179-180.
4) Strategic Group Map (Chapter 11, pp 195-199) Individual Assignment only
Create a strategic group map for the industry. You must identify two dimensions that drive the
relative positioning of all relevant firms to create the X and Y axis of the map. These factors
are usually criteria that customers use to make purchase decisions. Characterize the importance
of each competitor based on market share, or a similar, relevant metric. This is a total of three
factors that are used to create the strategic group map. Identify any barriers that might create
subgroups of competitors. Identify potential empty space opportunities for movement on either
axis, using arrows, and the resulting changes in competitive structure in the industry.
Company’s Internal Analysis
5. Financial Analysis (4 pages max) D2L Financial Template (16 marks for all calculations; 4
marks for noting the relevant strategic impacts and stating a general conclusion.)
Evaluate the current financial health of the company by presenting your findings of relevant
financial information based on a subset of the following:
Ratios: 1) liquidity 2) profitability, 3) leverage, 4) efficiency, 5) operating, and 6) market
value and investment ratios. (See the template)
Also, using trend analysis, and/or common size analysis, and/or longitudinal analysis based on
CAGR (Compound Annual Growth Rate – see CAGR in Investopedia.com ) to either
reinforce staying with the company’s status quo or to suggest changes in strategy in light of
the results.
If applicable, also include competitive financial analysis and/or other relevant financial
findings by investigating all quantitative information provided.
For each of your calculations or observations note whether a trend is up, down or flat (see
template) and note the strategic impact of each finding.
A concluding summary statement should address the strategic implications arising from your
analysis of the financial health of the company.
An excel template for your financial analysis will be provided by your instructor on D2L.
You will need to export your analysis into a Table and insert it into your report, which should
be submitted as a word document. Financial analysis submitted as a separate Excel file will
not be graded.
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BUS800 Case Analysis Guidelines
6. Competitive Advantage Pyramid & VRIO (Chapter 3)
Identify a minimum of 3 resources, 3 capabilities and 2 priorities of the case company. Assess
the potential of each to create sustainable competitive advantage based on the criteria found in
Figure 3.2 and 3.3, and Tables 3.1 and 3.2). Your assessment should identify dynamic
capabilities and whether the firm can achieve sustainable competitive advantage with any of
these factors. Be sure to identify the strategic implications.
7. Current and Generic Strategy (Chapters 4 and 5)
Identify the Mission of the company. Is the firm pursuing a cost or differentiation strategy?
Explain, what factors enables it to achieve a low cost or product differentiation strategy. How
well is the company’s present strategy working, based on the data in the case?
8. Strategic Issue
Identify one strategic issue you think merits front-burner managerial attention.
The issue should be framed as a question (How to…? What to do about …? and Whether to
…?). Identify one strategic issue only. While there may be more issues that deserve managerial
attention, the focus of your report will be based on supporting only the one issue you identified.
Make sure your issue is not too general; for example, to improve profits is a generalized
statement. The issue you identify must be actionable. Provide a minimum of 5 supporting and
relevant observations based on various conclusions up to now from the External and Internal
Analysis. Do not include any observations not discussed and analyzed previously (issues out
of nowhere = 0). You should be able to identify all the relevant facts from your Appendix that
led you to conclude that the issue you identified deserves managerial attention. Every fact that
you think supports your main issue should be identified as they will ultimately become an
outline for the analysis section of your report, referencing each of the facts identified from the
Appendix.
Your answer should include a short and succinct paragraph identifying the key issue facing the
company that has emerged from your work.
Changes to Appendix for the group case only (5 marks)
You will receive feedback on your Appendix for the group case and are expected to improve it for
the final submission. Do this by using track changes or comments and different coloured text on
the original submission file.
If you choose to change your issue after further consideration, you are allowed to refine and/or
change the key issue. However, make sure that you identify the new issue to the reader by
providing a new question and bulleted supporting points highlighted clearly at the end of your
Revised Appendix.
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BUS800 Case Analysis Guidelines
The Grading Rubric for most sections of the Appendix
Below Expectations Meets Expectations Exceeds Expectations
0% – 59.9% 60% – 79.9% 80% – 100%
Does not identify available data
from the case.
Strategic Analysis of the tool is
superficial and does not address
the true implications of the data
in the tool.
Strategic Analysis is a summary
of the information found in the
tool and not an analysis of how
the tool is affecting profitability.
More than two impact
statements or points are
questionable or lacking.
Unsatisfactory – varying degrees
of unacceptable answers – too
many missing points,
superfluous points,
inappropriate use of the tool,
etc.
Is not in point form
Identifies most of the
data from the case.
Provides a satisfactory
analysis of the data
used in the tool.
Strategic Analysis
shows critical thinking
and identifies more
than superficial ways
the information used in
tool affects the
profitability.
One or two impact
statement(s) or point(s)
or ranking is
questionable or lacking.
Effectively and thoroughly
identifies all available data from
the case relevant to an analytical
assessment.
Provides a coherent and above
average analysis of the data used
in the tool showing critical
thinking and logic to validate the
affects the data has on
profitability.
Shows strong understanding and
application of strategy analysis,
concepts and techniques.
Varying degrees of excellence in
capturing, ranking (when
practical), supporting and
referencing ALL of the strong
points, AND including ALL
strategic impacts i.e. answering
the question ‘So what?’.
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BUS800 Case Analysis Guidelines
Financial Analysis Grading Rubric
Below Expectations Meets Expectations Exceeds Expectations
0% – 59.9% 60% – 79.9% 80% – 100%
Utilizes only a little bit of the
available financial
information from the case
and has limited financial
analytical assessments (ratio
analysis, income statement
analysis, etc.).
Draws weak or no
conclusions regarding the
overall financial health of the
business based on the results
of the analysis.
The data, calculations, and
financial analyses are not
clearly presented.
Presents clean, error
free data and utilizes
most of the available
financial information
from the case. Answers
the nine questions using
the correct tools.
Draws an accurate
conclusion regarding
the overall financial
health of the business
based on the results of
the analysis.
Presents data,
calculations and
financial analyses both
clearly and
professionally.
Effectively and thoroughly
identifies all available data
from the case relevant to a
financial analytical
assessment.
Provides a coherent analysis
of the relevant data available
in the case.
Draws an accurate
conclusion regarding the
overall financial health of the
business.
Presents financial results in
such a way as to allow
insights to be drawn.
Issue Identification Grading Rubric
Below Expectations Meets Expectations Exceeds Expectations
0% – 59.9% 60% – 79.9% 80% – 100%
Does not identify key issue
derived from the analysis of
the external and internal
environments.
And/or does not articulate
issue as a question.
Identifies key issue that is
derived from the analysis
of the external and
internal environments.
Issue is articulated as a
question.
Identifies key issue that is
evidently derived from the
analysis of the external and
internal environments.
Issue is clearly articulated as a
question
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BUS800 Case Analysis Guidelines
The Report to the CEO
• Group assignment: 60 marks – This total includes 5 marks for a revised appendix
submission.
• Individual assignment: 55 marks – There is no revised appendix grade for this assignment.
The Report to CEO is your recommendation to top management. Be sure the Report to CEO is a
useful decision-making tool, based on facts. It should persuade top management to act on the
recommendation.
The use of headings and sub-headings will help organize your discussion and focus the reader’s
attention. Headings should have a consistent style. The Report to the CEO should include the
following sections and headings:
Report Body
Introduction—5 marks
• Introduce the industry, the company, its current strategy and the issue you identified at the
end of the Appendix. Establish the scope of the Report. Don’t include a lot of background
material. An introduction of no more than 150 words is sufficient.
Analysis– 15 marks
• This is the heart of the Report where the issue is analysed.
• Identify the issue more fully. Demonstrate its importance by examining the factors that
contributed to the issue and how they relate to strategy.
• Include only relevant and significant background information that supports the issue
identified.
• Be sure to support your analysis by referencing specific data from your Appendix. This
can be accomplished by inserting the number from the appendix identifying the section
referred to (your Appendix will use numbered headings, and the numbered heading will
be sufficient for your reference). For example, if you reference something from section
2.1 of your Appendix, then you place (2.1) immediately after the fact you are referencing
from the Appendix. Do not reference case material directly; if there is an important fact
from the case you would like to include in your analysis, that fact should be included in
your Appendix. If you want to include facts from the case in your analysis, they must be
added to the Appendix.
• Using facts referenced from the Appendix, convince the reader that the issue you
identified needs to be dealt with by management.
Alternatives– 15 marks
• Identify three alternatives for management’s consideration to address the issue identified.
• Include a brief discussion of each alternative, clearly identifying each alternative with
sufficient detail that it is clearly specific to the case.
• Identify the pros and cons for each alternative. Refer to relevant material from the analysis
and the Appendix (remember to reference the Appendix if you use facts from the
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BUS800 Case Analysis Guidelines
Appendix), including the financial feasibility or implications for each alternative. Use
point form for you Pro/Con analysis.
• Be critical in the Cons section of your discussion. Management needs to assess both the
pros and the cons of the alternative.
• A clear and convincing rationale for your recommendation should emerge from your
analysis of the alternatives.
• Don’t use trivial alternatives; each alternative should be strategic and executable.
Recommendation– 20 marks
Make a recommendation. Your recommendation must be actionable, realistic, and in line with
company resources. It must be strategic and have a reasonable chance of leading the company to
success. Please include the following:
• Summarize the support for your recommendation. Illustrate how your recommendation
will address the issue identified as the major issue facing the company.
• Discuss how your selected strategy fits with the external/internal variables, especially with
the financial resources.
• Discuss how your strategy will achieve a competitive advantage and enhanced
profitability over time.
• Discuss why you did not pursue the other alternatives keeping in mind the pros and cons
you identified for each.
• Discuss why the con you identified for your recommended alternative can be mitigated.
Important suggestions for success
Only use data from the case. Case data reflect real life and can be imperfect at times. If there are
insufficient data available, the section or subsection will be eliminated from the grading rubric.
Failing to conduct the External Analysis consistently from the perspective of the industry you
identified on your cover page will result in a poor grade.
Always cite your sources and make direct quotes of other people’s words (” “). Always follow
Policy 60. Turnitin similarity scores do not reliably indicate whether you have plagiarized.
In the group assignment, read, understand and help revise everyone’s contribution.
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BUS800 Case Analysis Guidelines
The Report to the CEO Grading Rubric
Section Title Marks Below
Expectations
Meets
Expectations
Exceeds Expectations
0% – 59.9% 60% – 79.9% 80% – 100%
Title Page and
Introduction
5 The industry,
company and key
issue are vaguely
introduced.
And/or the issue
introduced does
not match the
issue from the
appendix.
The industry,
company and key
issue are
introduced.
The issue
introduced
matches the issue
from the
appendix
The industry, company
and key issue are clearly
introduced.
The scope of the report
is established.
The issue introduced
matches the issue from
the appendix.
Analysis 15 Does not support
issue.
Does not utilize
sufficient,
credible and
relevant
information from
the appendix.
Information is
not referenced
and does not
establish support
for the issue.
Mostly makes
superficial
statements.
Supports issue
fully.
Utilizes
sufficient,
credible and
relevant
information from
the appendix.
Information is
referenced and
establishes
support for the
issue.
Utilizing the facts
from the
appendix making
deeper rather than
superficial
statements.
Convincingly supports
issue fully.
Utilizes sufficient,
credible and only
relevant information
from the appendix.
Information is
referenced and
effectively establishes
support for the issue.
Utilizing the facts from
the appendix making
very deep statements
and no superficial
statements.
Alternatives 15 Identifies weak
or infeasible
alternatives with
little relation to
key issue.
And/or does not
have an
understanding of
the pros and cons
of the
alternatives.
Generates 3
feasible
alternatives for
resolving the key
issue facing the
organization.
Has an
understanding of
the pros and cons
of the
alternatives.
Develops 3 insightful
alternatives for
resolving the key issue,
offers specificity and
originality.
Has a complete
understanding of the
pros and cons of the
alternatives.
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BUS800 Case Analysis Guidelines
Recommendat
ion
20 Offers weak
recommendations
, which do not
address key
issue.
Provides wellreasoned
recommendations
that follow from
the analysis and
address the key
issue.
Provides persuasive
original, insightful and
well-reasoned
recommendations that
clearly follow from the
analysis and effectively
address the key issue.
Written Communications Grading Rubric (up to 5% of the total grade may be deducted due to
poor grammar)
Well Below Expectations Below Expectations Meets Expectations
Spelling and Grammar
Frequent spelling errors and
poor grammar that distracts
the reader.
No spelling errors and
the grammar has been
carefully proofread and
edited.
No spelling errors and the
grammar has been carefully
proofread and edited. Writing
style and skills meet the
expectations of the grader for
a fourth year University
Student.