1

Charles SchwabCunard Line

Case Study Workshop

2

Overview

10% of Final Grade Individual Assignment Sign up for 1 of 2 cases in d2l 3-4 pages

– Double-spaced 12 pt. Font– Excluding appendices– APA format for references

Due date March 17th in class

3

Marking Scheme

Problem statement 5 points

Situation analysis 30 points (relevance, depth, organization, etc.)

Alternative strategies & their evaluation 20 points

Recommendation 15 points

Use of CB theories and concepts 30 points (throughout the report)

Total 100 points

4

Problem Statement

Identify & define the central problem Don’t confuse symptoms with problems Subsidiary problems stated concisely and

relevant to the central problem

5

Situation Analysis

Use info in the case to analyze the situation Go beyond just stating the facts Explain how the info is relevant to problem You may use a SWOT analysis Apply CB theories in your analysis

6

Alternative Strategies & Evaluation Criteria

Alternative Strategies– Based on your analysis– Brainstorm all possible alternatives, then refine– Select 3-4 mutually exclusive, specific, feasible

alternatives– Avoid using bad alternatives

7

Alternative Strategies & Evaluation Criteria

Evaluation/Decision Criteria– Key decision criteria used to evaluate your

alternatives– Evaluate pros & cons of each alternative– Use a decision matrix

8

Decision Matrix

Criteria Alternative 1 Alternative 2 Alternative 3

Cost 4 3 1

Effect on company’s Image

2 2 5

Speed of Implementation

3 3 5

Total Score 9 7 11

*Scale of 1-5, 5= highly favourable, 1= highly unfavourable

9

Recommendation

Propose a course of action based on one of the alternative strategies

Explain rationale for your recommendation– Include specifics

Consider– Marketing strategies, execution plan, estimated

budgets, timeline, impact on profitability, further research if needed, etc.

Evaluation of decision & contingency plan(s)

10

General Tips

Engage in “active reading” of the case Put yourself in the manager’s shoes Draw from your experience & knowledge Use secondary sources to back up your

arguments Proofread your paper!