How to answer case studies in marketing
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Transcript of How to answer case studies in marketing
How to answer Case Studies in MarketingWith special reference to Product Managementin BSc. Marketing Management ( Special) Degree Part III at University of Sri JayewardenepuraSri Lanka.Facilitator: Maxwell Ranasinghe
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 take logical assumptions
Most of the cases are answered by way of class presentations and written reports◦Presentation skills◦Report writing skills
Further many cases are discussed in the class
Student should develop◦Listening skills◦Skills in making objections◦Skills in defending ones answersIf students to learn through case studies
they should attend the days that the presentations are made and actively participate in discussions and write the answer on the same day.
There are many ways that a case in marketing can be answered.
We would discuss one common framework for answering marketing case studies.
- Forming a basic idea of the case - Problems and opportunities- Generation of alternative answers- Evaluation of alternatives- Decision
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