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Example Case Analysis

Western Chain Saw

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Steps in Analyzing Case

Analyze and Record the Current Situation Threats, Opportunities

Strengths, Weaknesses

Identify the Marketing Problem(s) facingManagement

Formulate, Evaluate and Record

Alternative Courses of Action Select, Implement, and Record Chosen

Course of Action

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Steps in Analyzing Case

Analyze and Record the Current External

Situation

How complete is the analysis of threats and

opportunities?

Competition?

Size and needs of Customers?

Size and growth of Industry? Impact of Economy, Culture, Political, Legal,

Technological, Demographic Conditions?

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Steps in Analyzing Case

Analyze and Record the Current InternalSituation

How complete is the analysis of strengths and

weaknesses? Are the following strengths or weaknesses? Target Market?

Product? Positioning?

Promotion?

Price?

Distribution?

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Steps in Analyzing Case

Identify Marketing Problem (Problem

which can be solved by manipulating

marketing mix). Hint: Formulate as a question. Is it main problem or secondary? Can it be related to companys goals?

Is it broad enough to pose several alternatives/

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Identify Marketing Problem

Problem: Sales people are leaving the

company

Causes:

Improper training

Unfair compensation Bad product

Unrealistic quotas

Symptoms

High turn over rate

High training costs

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Identify Marketing Problem

Problem: In mature stage of product life

cycle

Causes

Maturing needs and wants

Symptoms:

Increased Competition

Price Warfare More Regulation

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Steps in Analyzing Case

Identify Alternatives

What alternatives were provided?

What alternatives are missing?

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Steps in Analyzing Case

Evaluate Alternatives

Use quantitative (breakeven, market potential) and

qualitative criteria (goodwill, customer satisfaction)

Use same criteria across all alternatives

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Steps in Analyzing Case

Select Alternative

Pick alternative that best reaches marketing

goals

Make recommendation

Specific

Clear

Actionable

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Situation Analysis - External

What is your evaluation of external

analysis?

Threats ?

?

Opportunities ?

?

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Situation Analysis - Internal

What is your evaluation of external

analysis?

Strengths

?

?

Weaknesses

?

?

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What is the Problem Facing Decision Makers?

What is their objective?

What is your evaluation of statement of

problem?

Why?

What is the problem?

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What are the alternatives provided for solving the

Problem Facing Decision Makers?

What is your evaluation of alternative

provided? Why?

What alternatives were provided?

What alternatives are missing?

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How well are these Alternatives evaluated?

How well are these Alternatives

evaluated?

Which criteria used?

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How good is the recommendation?

What is your evaluation of

recommendation?

Why?

Can it be implemented?

Whats missing?