Instructions:
Appendix
A – The Case Method of Analysis
Although you probably have already been exposed to the
case method in your other classes, let’s review the case method of analysis. In
the traditional case method, case questions do not accompany the case. You, the
student, assume the role of a manager or consultant and therein take a
generalist approach to analyzing and solving the problems of an organization.
This approach requires you to develop your own case questions so-to-speak in
that you utilize all of your prior learning in subject areas, as well as this
course, to analyze the case without receiving specific directions from the
instructor. It is therefore strongly suggested that you prepare for the case
prior to class discussion, using the following recommendations: allow adequate
time in preparing the case, read the case at least twice, focus on the key
issues, adopt the appropriate time frame, and draw on all your knowledge of
business.[i]
You should also reread the case during and after doing your case analysis
before finalizing it. You will be surprised how often you find that you missed
something.
The Case Report. A case tells of an incident or a series of
incidents occurring in a business. Case problems are designed to give you an
opportunity to apply the theoretical principles you have studied to a true-life
situation. It is essential in problem-solving that a problem be clearly
recognized and understood. This is because a problem or issue not defined is
one that cannot be solved. To assist you, the following four steps may help you
think through your problem in a logical manner and then permit you to prepare
your report.
1. Recognize
the real problems or issues. Read
the entire case to get an overall impression of what it is about. Read it again
and list in brief form all the key facts, assumptions and sentiments. Next,
examine the key facts and try to isolate symptoms (indicators of a problem or
issue but not the problem or issue itself), which call attention to the problem
or issue and its possible causes. For example, customer complaints are a
symptom that may be triggered by numerous factors described in the case such as
product failure, poor customer service, use of illegal immigrants by suppliers,
massive employee layoffs, etc… that are causing those complaints. Make sure to
separate symptoms (effects) from the actual sources (causes).
2. Determine what principles of operations
and service management from this course and outside sources that are
involved. Ask yourself, what material from the text
would apply to this case. Your analysis of that case should focus on using the
material in that chapter, although you may find that material from other
courses and outside sources you have taken may also be applicable.
3. Evaluate the causes and the principles
(as in #2 above) and then plot possible courses of action available to you to
correct the situation. List
all possible actions that occur to you . . . even the ones that seem
downright impractical. Sometimes these prove most helpful in bringing to you a
different view or approach that is practical. Then go back and study
each possible action in terms of: What
are the chances that this action will cure the problem? How can it do this? Can
I really put this action into operation? What hurdles do I face in putting it
into operation? Where does it leave me if it fails? Does it bring in new
problems of its own even if it succeeds?
[i] Pearce, J. A. II and Robinson, Jr.,
R. B. (2005). Strategic Management: Formulation, Implementation, and Control.
9th Edition. New York:
McGraw-Hill Irwin.
CASE STUDY IS ATTATCHED !
USE CONCEPTS and INFORMATION SOLELY FROM THIS TEXTBOOK! ( ALSO ATTTACHED) :
Whalley, Andrew (2010). Strategic Marketing. 1st Edition. Bookboon.com. (Free.)
http://bookboon.com/en/strategic-marketing-ebook#download
