Haas School of Business
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Week 4 Case Class: Suggested Format—Group Presentations
David Robinson
faculty.haas.berkeley.edu/robinson/ugba106
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© D. Robinson, 2010
Marketing
Suggested Approach for your
Group Presentation
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There are many possible
formats
You shouldn’t feel bound by this if you
have a different logic-flow that better
suits a particular case
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1. Problem statement
• What decision must be made
• Who is the decision maker
• Remember:
– Your role: Consultants to top management
of the firm—we are the firm!
– Get to the heart of the matter
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2. Big Picture!
• Give your big idea—how are you going
to make everything better?
• Show us where you are going:
•
•
•
•
•
Market entry/abandonment
Repositioning
Price change
Match competitor/differentiate
Etc
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3. Background
3a. How did we get into this mess? Where
did the problem come from?
3b. What has the company tried so far?
What seems to have worked and notworked?
(Ancient history is rarely relevant)
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More on Background
• Don’t rehash endless details
• Remember, the “audience” is made up
of members of the firm
• However, lead people through what’s
relevant
• E.g., competitive marketplace has changed
• Consumer tastes have changed, etc.
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4. Recommendation
• Clearly state what the firm should do at
the strategic level
• Give us your plan
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5. Range of options
considered
• Briefly summarize the reasonable
strategy alternatives that you
considered and rejected as the context
for your
one, single recommendation
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[Some Reminders from ugba-100]
• Yes, every member of the group must
participate by speaking
• Don’t read from a script, speak from
your slides
• Choose the right graph type
• No table and graph of the same thing
• Avoid false precision $10 M,
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(not $10,208,193.14)
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6. Basis for recommendation
• Explain why your recommendation is
the best. This may include
– Situation analysis
– Competitor analysis
– Customer analysis
• A summary of your financial analysis
belongs here (payoff)
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7. Assumptions &
uncertainties
• What are the risks of your plan?
• What did you have to assume to make it
work?
• What resources are you relying on
having to accomplish this?
• What competitor and customer behavior
are you assuming?
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8. Action steps
• What should the firm do this month?
And in the next six months?
– This will detail your specific implementation
proposals.
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Question & Answer
• It’s a good idea to save some (detailed)
slides for back-up and to answer
questions (e.g., how did you estimate
the cost of product launch?)
• You are responsible for managing the
Q&A—make sure you don’t leave
anyone out
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