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Case Analysis Guidelines

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The written case analysis should be double-spaced with 1” margins throughout.  Sources of material should be cited using APA style throughout the case analysis.  The following guidelines are provided to assist you in better developing and presenting your written case.



  • Introduce the company and provide the audience with some background information about the company.


Situation Analysis

  • The Environment
    1. What is the state of the economy?
    2. What are the current trends in cultural and social values?
    3. What are the current political values and trends?
    4. Is there any pending federal, state, or local legislation that could alter the environment?
    5. Any threats to the environment, and therefore the firm?


  • The Industry
    1. What industry is the firm in?  What are the chief economic and business characteristics of the industry?
    2. Which organizations are major competitors in the industry?  What strategies have competitors been using and have they worked?  What are the relative strengths and weaknesses of the competitors?
    3. Is there a threat of new competitors?  Are there any substitute products in the industry?
    4. What forces are driving change in the industry?
    5. Is the industry attractive?  What factors make it attractive?  Unattractive?

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  • The Firm


  • The Marketing Strategy
    1. What are the objectives of the marketing strategy?
    2. What marketing concepts are at issue in the current strategy?
    3. To what target market is the strategy directed?
    4. What competitive advantage does the marketing strategy offer?
    5. What good and/or service does the organization offer?  What consumer need does the product solve?
    6. What promotional mix, channels of distribution, and pricing strategies are being used by the organization?


SWOT Analysis

  • Strengths
    • Identify strengths of the organization and answer the following questions:
      • How does this strength affect the operations of the organization?
      • How does this strength assist the company in meeting the needs of its target market(s)?
  • Weaknesses
    • Identify weaknesses of the organization and answer the following questions:
      • How does this weakness affect the operations of the organization?
      • How does knowledge of this weakness assist the organization in meeting the needs of its target market(s)?
  • Opportunities
    • Identify opportunities in the industry (and/or external environment) and answer the following questions:
      • How is this opportunity related to serving the needs of our target market?
      • What actions must the organization take to capitalize on this opportunity?
  • Threats
    • Identify threats in the industry (and/or external environment) and answer the following questions:
      • How is this threat related to serving the needs of our target market?
      • What actions must the organization take to prevent this threat from limiting the capabilities of the organization?


Problem Statement

  • What is the primary problem in the case?  Secondary problems? What are the ramifications of these problems in the long run?  Short run?  Include quantitative and qualitative analysis in your response.


Strategic Alternatives

  • Based on the problem identified, what are two strategic alternatives for the company?  Discuss the alternatives making sure to include the costs and benefits associated with each.



  • Select the one best strategic alternative.  In your recommendation, explain why this is the best alternative.  Support your recommendations with data.

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