case study methods iup (1)
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CASE STUDYMETHODOLOGY
A few golden rules and
a basic outline
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More specifically, this means :
Presenting work like a report or
presentation for your superiors Be convincing (use key arguments) Make fully-justified recommendations Do not give a detailed presentation of the firm
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Be clear, precise, concise and persuasive :
Use short sentences
Give sources of reference when needed Dont get tied up in detail Use tables, diagrams, graphs when possible
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Basic outline5 MAIN STAGES
1analysis and diagnosis
2 identify the main issues3 define objectives
4 evaluate possible strategies and make a justifiedchoice
5marketing plan
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1 ANALYSIS AND DIAGNOSISThis stage serves two purposes.
(1) understand the market, the firm, its
product(s) in a competitiveenvironment
(2) highlight the elements which need to
be acted on in the recommendationphase.
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Analysis is therefore required : For all elements, possible implications need
to be considered and intermediateconclusions drawn
Throughout the analytical stage, try to identifypossible strategic options
The analysis must be structured (e.g.,sector, market, segment etc.).
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The external analysis will highlight theOPPORTUNITIES AND THREATS in
the environment Whereas the internal analysis will
highlight the STRENGTHS AND
WEAKNESSES of the firm.
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This analysis will lead to a DIAGNOSIS
of the situation by insisting on the mostpertinent points and identifying possibleaction areas.
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2 IDENTIFY THE MAINPROBLEM Identify the main problem the company
is facing
Be clear, precise and to the point
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3 DEFINE OBJECTIVES
This means GLOBAL OBJECTIVES, not
intermediate objectives. Such globalobjectives may be for example, marketshare, growth, margin
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Any objective must be :
MEASURABLE QUANTIFIED
DATED
It is also at this stage that any constraintsmust be mentioned.
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4 EVALUATION OF POSSIBLE
STRATEGIES AND MAKING A
CHOICE
If several strategies can be used to reachthe objectives, then it will be necessary to
evaluate the strategies and chose the mostefficient one.
However, do not confuse STRATEGY and
MEANS.
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5 MARKETING PLANThe action plan will be presented at thisstage. It should run parallel to the
objectives over a period of time. For each measure :
Explain the objective(s)
Justify Budget.
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Basically, this means :
The goal being targeted (WHAT?)
Why it wants to be achieved (WHY?)
The means to be used (HOW?)
The cost (HOW MUCH?)
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Finally
The marketing plan will have 4 Parts :
The target(s)
Positioning
The mix
The forecasted profit and loss
account.
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