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Case Analysis

Professor Joel Huber Marketing 360 Marketing Management Fuqua School of Business. Case Analysis. What Is A Case?. Description of a problem or opportunity that must be identified and resolved a situation that needs to be better understood so that sense can be made of it

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Case Analysis

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  1. Professor Joel Huber Marketing 360 Marketing Management Fuqua School of Business Case Analysis

  2. What Is A Case? • Description of • a problem or opportunity that must be identified and resolved • a situation that needs to be better understood so that sense can be made of it • The information is usually presented in raw form

  3. Why We Use Cases • Provide practice in diagnosing problems and formulating solutions in realistic business situations • Most powerful way to learn -- discovery • But most challenging way to learn ... • Main issues usually not clearly stated • Most data are not relevant • … like the real world of business

  4. Cracking a Case, Step by Step 1. Define the issue • Is there a problem that you must identify and decide how to solve? • Is there an opportunity that you must identify and decide how to exploit? • Is there something that needs to be understood before you even know what type decision you have to make?

  5. Cracking a Case 2. Based on first reading of the case, enumerate plausible alternatives (Use 3C’s 4P’s!!!!) • Suppose the issue is a problem, like poor sales. The possible reasons for low sales might be • Wrong price • Poor awareness of the benefits • Wrong channel(s) for the target(s) • Poor selling effort 3. Gather more detailed information in the case about each alternative, but keep to the case facts

  6. Cracking a Case 4. Using this information, and frameworks you have learned in class, analyze the relationships between the issue and each alternative on your list 5. Discard implausible alternatives, retain plausible ones, and gather more information if necessary • Example: Your analysis reveals that product’s economic value to customers is $150. Product’s price is $125. Is price the problem?

  7. Cracking a Case 6. Ask the question • Is it feasible for the firm to fix the problem or exploit the opportunity? • For example, use breakeven analysis to test feasibility of promotion campaign to raise awareness 7. If yes, you may have cracked the case; if no, you must usually start over 8. Focus your analysis on the 3C’s an 4 P’s, focus your write-up on the solution

  8. Finishing Touches • AFTER you have worked independently on the case, discuss your ideas with your group • Group discussions should be challenging • Group should arrive at a common solution • Come to class ready to present your group’s ideas • Class discussion will be more focused • Class will typically migrate to a common solution

  9. Additional points • Cases do not teach anything about the particular industries involved • Conceptual knowledge v. domain knowledge • Remember the claim the “new economy” (i.e., the knowledge domain) was different, so the fundamentals (i.e. the conceptual domain) no longer mattered? • Because main concepts are fundamental, the age of a case makes almost no difference • In fact, if the case is old, we know the results of strategies that were adopted

  10. Recap • To crack a case: • Define and state the issue • List and evaluate alternative scenarios and gather case information related to each • Assess relationships and begin eliminating alternatives • Given what remains, can the firm do anything about the issue? • Keep to the case facts—do no use in your argument information beyond the case

  11. Types of Presentations • Long write-ups (1500 words) • Short write-ups (500 words) • PowerPoint presentations (500 words) • Study questions will be available on the Cases section of the Website • Submit these before class to Joel.Huber@Duke.edu

  12. Cases we will use • The Medicines Company • American Airlines Value Pricing • Citibank: Launching the Credit Card in Asia Pacific • Reynolds Metals Company

  13. Cases we will use (continued) • Lifescan (live case) • Green Marketing at Rank Xerox • Dell Online

  14. Your assignment for Friday • Make sure you can do marketing math • Break evens, Optimal prices, Value in use • Do sample problems, work one set with your study group • If you still need help Thursday 6:15 PM- Seminar G. T/A Mike Clawson will run a help session

  15. Your assignment for Friday • Read “Customers as Assets” and think about the utility of Lifetime Value of a Customer • Read “ Economic Analysis of Influenza Vaccination” as an example of a value in use estimation • Learn to use Kotler as the excellent reference that it is • Start on The Medicines Company

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