Brannigan Case Report: Read and analyze the Brannigan Case then address the following in your 4 page Case Report (must purchase from my HBR Coursepack):
1. Evaluate the 4 proposals.
2. Recommend 1 proposal and explain your choice (rationale)
NOTE: You can conduct a relevant quantitative OR qualitative analysis of the four strategies.
If qualitative, your reasoning and critical applied use of the concepts must be evident. (For example, “lower prices should encourage more sales, which would also increase profits”…show that you understand the concept of how profits are related to sales (and how pricing for market penetration can be one strategy versus pricing for, say, a premium product or price “skimming” to establish the perception of quality/brand/exclusiveness, etc.)
In addition to the assignment directions, I have posted student case study examples with teacher comments on each.
How does one do an analysis?
Choose a Topic. Begin by choosing the elements or areas of your topic that you will analyze. …
Take Notes. Make some notes for each element you are examining by asking some WHY and HOW questions, and do some outside research that may help you to answer these questions. …
Draw Conclusions.
*Definitions:
Quantitative Analysis
Maria is the CEO of a company. She faces important decisions every day about how to run her company. Sometimes she just goes with her gut instinct, but she thinks there might be a better way. She wonders how she can use data from her company and industry to help her make better decisions.
Many people use data to guide the decision-making process in business. Exploring numerical data is known as quantitative analysis, and it is at the heart of many business decisions. To help Maria understand how quantitative analysis can help her make decisions about the future of her company, let’s look at how quantitative analysis can influence decisions in different divisions of a company.
Sales & Marketing
Sales and marketing are at the center of many businesses – including Maria’s. She needs her sales and marketing teams to be doing their best work to help her company grow and to help them, she needs to know how to guide their processes. Luckily, Maria has access to marketing data, such as market reports, target customer data, and other information, to help her figure out what her marketing department should be doing. For example, she can analyze how well the current marketing campaign is working by looking at reports on sales, the number of new visitors to the company’s website, or another metric. If she discovers that since their new marketing campaign launched, sales are up 20% or the company has a million new Twitter followers, she might say that the campaign is a success.
In addition, Maria might look at sales data such as different metrics to see how regions and products perform compared to others. For example, she might see that the data shows that southern states are more receptive to their product line, or that product A is more popular than product B, or that they are making more money in a specific region or product. This can help Maria set her company’s marketing and sales strategy
What Is Qualitative Analysis?
Do you ever wonder if you are doing the right thing with your business? Qualitative analysis, performing evaluations using non-measurable data, allows you to determine this not by using numerical data but by analyzing how well you’re doing in management, brand awareness, and customer satisfaction. Qualitative analysis helps give insight into the immediate feelings of employees and customers, as well as how they feel about their overall experience. It helps you determine what emotionally connects them to your products.
If you were to just look at statistics on how many sales you have had, or how much money you have made, you wouldn’t be able to see the emotional attachment customers may have to your product. As an owner, you want to know how your employees and customers feel about your company. By using qualitative analysis, you can get an inside look into the emotions of your customers and how employees feel about their job.
*Please see the Resource for Students section for guidance on how to write an analytical essay/case study
