Analisis Analyzing Marketing Problems And Cases

Analyzing Marketing Problems and Cases
HIGHLIGHT 1
A Case for Case Analysis
Cases assist in bridging the gap between classroom learning and the so-called real world of marketing management. They provide us
with an opportunity to develop, sharpen, and test our analytical skills at:
-Assessing situations.
-Sorting out arid organizing key information.
-Asking the right questions.
-Definingopportunities and problems.
-Identifying and evaluating alternative courses of action.
-Interpreting data.
-Evaluating the results of past strategies.
-Developing and defending new strategies.
-Interacting with other managers.
-Making decisions under conditions of uncertainty.
-Critically evaluating the work of others.
-Responding to criticism.
Source: David W. Cravens and Charles W. Lamb,Jr., Strategic Marketing: Cases and Applications, 4th ed. (Homewood, IL: Richard
D. Irwin, 1993), p. 95.
The use of business cases was developed by faculty members of the Harvard Graduate School of Business Administration in the
1920s. Case studies have been widely accepted as one effective way of exposing students to the decision-making process.
Basically, cases represent detaileddescriptions or reports of business problems. They are usually written by a trained observer who
actually had been involved in the firm or organization and had some dealings with the problems under consideration. Cases generally
entail both qualitative and quantitative data, which the student must analyze to determine appropriate alternatives and solutions.
The primary purpose of the case method is tointroduce a measure of realism into management education. Rather than emphasizing
the teaching of concepts, the case method focuses on application of concepts and sound logic to real world business problems. In this
way, the student learns to bridge the gap between abstraction and application and to appreciate the value of both.
The primary purpose of this section is to offer a logical format forthe analysis of case problems. Although there is no one format that
can be successfully applied to all cases, the following framework is intended to be a logical sequence from which to develop sound
analyses. This framework is presented for analysis of comprehensive marketing cases; however, the process should also be useful for
shorter marketing cases, incidents, and problems.
A CASEANALYSIS FRAMEWORK
A basic approach to case analysis involves a four-step process. First, the problem is defined. Second, alternative courses of action are
formulated to solve the problem. Third, the alternatives are analyzed in terms of their strengths and weaknesses. And fourth, an
alternative is accepted, and a course of action is recommended. This basic approach is quite useful for the studentwell versed in case
analysis, particularly for shorter cases or incidents. However, for the newcomer, this framework may well be inadequate and
oversimplified. Thus, the following expanded framework and checklists are intended to aid the student in becoming proficient at case
and problem analysis.
1. Analyze and Record the Current Situation
Whether the analysis of a firm's problems is done by amanager, student, or paid business consultant, the first step is to analyze the
current situation. This does not mean writing up a history of the firm but entails the type of analysis described below. This approach is
useful not only for getting a better grip on the situation but also for discovering both real and potential problems-the central concern of
any case analysis.
Phase 1: Theenvironment

The first phase in analyzing a marketing problem or case is to consider the environment in which the firm is operating. The
environment can be broken down into a number of different components such as the economic, social, political, and legal areas. Any
of these may contain threats to a firm's success or opportunities for improving a firm's situation.
Phase 2: The industry
The...