we will be using the PACADI framework to analyze the case studies. The PACADI framework is a six-step decision-making approach that we will use instead of specific end-of-case questions. It offers a structured, integrated, and iterative process that requires you to analyze case information, apply business concepts to derive valuable insights, and develop recommendations based on these insights.
Prior to beginning a PACADI assessment, you should first prepare a summary (aka a situation analysis) that highlights the key case facts. Then, provide a PACADI analysis as follows. You should aim for about 1-2 paragraphs per step. The use of figures and tables to represent your conclusions is encouraged.
Step 1: Problem definition. What is the major challenge, problem, opportunity, or decision that has to be made? If there is more than one problem, choose the most important one. Often when solving the key problem, other issues will surface and be addressed. The problem statement may be framed as a question; for example, How can brand X improve market share among millennials in Canada? Usually the problem statement has to be re-written several times during the analysis of a case as you peel back the layers of symptoms or causation.
Step 2: Alternatives. Identify in detail the strategic alternatives to address the problem; three to five options generally work best. Alternatives should be mutually exclusive, realistic, creative, and feasible given the constraints of the situation. Doing nothing or delaying the decision to a later date are not considered acceptable alternatives.
Step 3: Criteria. What are the key decision criteria that will guide decision-making? These may include relevant marketing criteria discussed in the module such as segmentation, positioning, advertising and sales, distribution, and pricing as well as financial criteria when relevant, such as income statement variables, customer lifetime value, payback, etc. You must also discuss your rationale for selecting the decision criteria and the weights and importance for each factor.
Step 4: Analysis. Provide an in-depth analysis of each alternative based on the criteria chosen in step three. Decision tables using criteria as columns and alternatives as rows can be helpful. The pros and cons of the various choices as well as the short- and long-term implications of each may be evaluated. Best, worst, and most likely scenarios can also be insightful.
Step 5: Decision. You propose a final solution to the problem. This decision is justified based on the in-depth analysis of alternative solutions from steps 2-4. Explain why the recommendation made is the best fit for the criteria.
Step 6: Implementation Plan. Sound business decisions often fail due to poor execution. To enhance the likeliness of a successful project outcome, you must finally describe the key steps (activities) to implement the recommendation, timetable, projected costs, expected competitive reaction, success metrics, and risks in the plan.
• Bullets are fine.
• Do not use any outside sources when conducting your analysis.
• You should stick only to the information contained in the case materials.
• Avoid mere repetition of case facts.
• Focus on presenting a succinct analysis.
• Be sure to justify any recommendations you put forward (and any solutions you discard).
