Case study method places student in simulated business environment It substitutes the student as the business manger who take decisions So the student will develop and ability to take decisions Skills on critical thinking No case will give the student all the information required to take a decision So the student have to make logical assumptions (DISCUSS) Cases will be answered by way of exam type written reports Practice cases would be discussed in the class Student should develop ◦ Reading, evaluating and Listening skills ◦ Skills in making objections ◦ Skills in defending one’s position Framework for answering marketing case studies. - Forming a basic idea of the case Problems and opportunities Generation of alternative answers Evaluation of alternatives Decision with Action steps 1. Analyse and form a basic idea of the background of the case. Nature of the industry, historical setting of the company, management structure, corporate culture, staff relations, market share and status in the market, customer analysis, products offered, demand, growth patterns, stage of the PLC, nature of competition, macro factors of environment etc. 2. Find out the symptoms - Facts given in the case should be reviewed well - Make effective analysis of financial and other quantitative information - Make reasonable assumptions - Find out the symptoms of the problem/problems 3. Analyse symptoms and find out the basic problem or problems. Theoretical explanation could be made. 4. Develop alternatives solutions to problem/problems 5. Be open about making a critique on alternatives 6. Discuss the pros and cons of alternatives 7. Propose a clear decision A case study report is not an essay: It is a call for action, to be read by the company’s managers and executives. A written report is ameans of communication: to facilitate this, it should include a table of contents, page numbering, and all the other basic requirements of a properly formatted document. State immediately, in the introduction, the report’s conclusion (the action to be considered). The report should then set out the reasons for this recommendation, A case study report should follow the structure: This is the main problem of the case study … The secondary problems are these … To solve these problems, this is the recommendation… and Here are the reasons why … Pitfalls to avoid: Do not simply paraphrase the text provided. Avoid rewriting the case word-for-word, or copying figures, tables or graphs already included in the case study. Recommendations should be clear and unambiguous, and supported by as much corroborative data as possible. The report should be written in a simple, direct and concise style. AVOID WORDINESS Subjective phrases such as “it seems”, “I (we) believe”, “in my (our) opinion”, and “it is obvious that” should be avoided.