Example Case Analysis
Transcript of Example Case Analysis
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Example Case Analysis
Western Chain Saw
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Steps in Analyzing Case
Analyze and Record the Current Situation Threats, Opportunities
Strengths, Weaknesses
Identify the Marketing Problem(s) facingManagement
Formulate, Evaluate and Record
Alternative Courses of Action Select, Implement, and Record Chosen
Course of Action
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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?
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Steps in Analyzing Case
Analyze and Record the Current InternalSituation
How complete is the analysis of strengths and
weaknesses? Are the following strengths or weaknesses? Target Market?
Product? Positioning?
Promotion?
Price?
Distribution?
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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 companys goals?
Is it broad enough to pose several alternatives/
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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
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Identify Marketing Problem
Problem: In mature stage of product life
cycle
Causes
Maturing needs and wants
Symptoms:
Increased Competition
Price Warfare More Regulation
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Steps in Analyzing Case
Identify Alternatives
What alternatives were provided?
What alternatives are missing?
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Steps in Analyzing Case
Evaluate Alternatives
Use quantitative (breakeven, market potential) and
qualitative criteria (goodwill, customer satisfaction)
Use same criteria across all alternatives
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Steps in Analyzing Case
Select Alternative
Pick alternative that best reaches marketing
goals
Make recommendation
Specific
Clear
Actionable
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Situation Analysis - External
What is your evaluation of external
analysis?
Threats ?
?
Opportunities ?
?
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Situation Analysis - Internal
What is your evaluation of external
analysis?
Strengths
?
?
Weaknesses
?
?
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What is the Problem Facing Decision Makers?
What is their objective?
What is your evaluation of statement of
problem?
Why?
What is the problem?
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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?
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How well are these Alternatives evaluated?
How well are these Alternatives
evaluated?
Which criteria used?
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How good is the recommendation?
What is your evaluation of
recommendation?
Why?
Can it be implemented?
Whats missing?