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Marketing Case Analysis Guide

This document outlines the steps in analyzing a case study: [1] analyze the current external and internal situation by identifying threats, opportunities, strengths and weaknesses; [2] identify the specific marketing problem; [3] formulate, evaluate and record alternative courses of action; [4] select, implement and record the chosen course of action. It provides examples of applying these steps to case studies on sales turnover and a maturing product life cycle.

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dinv
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399 views16 pages

Marketing Case Analysis Guide

This document outlines the steps in analyzing a case study: [1] analyze the current external and internal situation by identifying threats, opportunities, strengths and weaknesses; [2] identify the specific marketing problem; [3] formulate, evaluate and record alternative courses of action; [4] select, implement and record the chosen course of action. It provides examples of applying these steps to case studies on sales turnover and a maturing product life cycle.

Uploaded by

dinv
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Example Case Analysis

Western Chain Saw


Steps in Analyzing Case
• Analyze and Record the Current Situation
– Threats, Opportunities
– Strengths, Weaknesses
• Identify the Marketing Problem(s) facing
Management
• Formulate, Evaluate and Record
Alternative Courses of Action
• Select, Implement, and Record Chosen
Course of Action
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?
Steps in Analyzing Case
• Analyze and Record the Current Internal
Situation
– How complete is the analysis of strengths and
weaknesses?
– Are the following strengths or weaknesses?
• Target Market?
• Product? Positioning?
• Promotion?
• Price?
• Distribution?
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 company’s goals?
Is it broad enough to pose several alternatives/
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
Identify Marketing Problem

• Problem: In mature stage of product life


cycle
– Causes
• Maturing needs and wants
– Symptoms:
• Increased Competition
• Price Warfare
• More Regulation
Steps in Analyzing Case
• Identify Alternatives
– What alternatives were provided?
– What alternatives are missing?
Steps in Analyzing Case
• Evaluate Alternatives
– Use quantitative (breakeven, market potential) and
qualitative criteria (goodwill, customer satisfaction)
– Use same criteria across all alternatives
Steps in Analyzing Case
• Select Alternative
– Pick alternative that best reaches marketing
goals
– Make recommendation
• Specific
• Clear
• Actionable
Situation Analysis - External
• What is your evaluation of external
analysis?
• Threats
•?
•?
• Opportunities
•?
•?
Situation Analysis - Internal
• What is your evaluation of external
analysis?
• Strengths
–?
–?
• Weaknesses
–?
–?
What is the Problem Facing Decision Makers?
What is their objective?

• What is your evaluation of statement of


problem?
– Why?
– What is the problem?
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?
How well are these Alternatives evaluated?

• How well are these Alternatives


evaluated?
– Which criteria used?
How good is the recommendation?
• What is your evaluation of
recommendation?
– Why?
– Can it be implemented?
– What’s missing?

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