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The elements of the USC-CT Case Analysis Framework are shown on pages 4 10. For each case analysis assignment, please provide the
following:
1.
2.
3.
4.
The case analysis using the five elements of the USC-CT Framework (See pages 4 7)
Risks associated with recommendations (See pages 7 8)
A brief summary of the case (See page 8)
A list of additional questions that could be utilized to enhance the comprehension of the case analysis recognizing the context in
5.
A Supplement of Questions to Consider Before Completing Case Analyses which is listed on page 9 is intended to be for your reference only
and not a part of the grading.
The Five-Step USC-CT Framework and Probing Questions to Support Each Step
U Uncover the potential problems, challenges and opportunities vis--vis organizational goals.
Uncover the various potential problems, challenges and opportunities that should be explored in the context of the case or business issue.
Use probes to further identify, define or clarify issues which could include, among other considerations, the following:
What is the nature of problems, challenges and opportunities and how does that relate to the overall organizational goal/mission?
Who are the stakeholders? Are there differing views on problems, challenges and opportunities?
How did this situation arise? Is this a finite event or systemic? Root cause versus symptoms? Interrelationship?
Why is this important? Whats at stake? (e.g., Revenue? Brand image? Goals?)
Where does this issue reside? (e.g., Marketing? Sales? Accounting? Finance? Combination?)
When did the situation occur, when must it be resolved, is there a window of opportunity?
S Select and prioritize the most critical problems, challenges, and/or opportunities.
Select the three to five most critical problems, challenges and/or opportunities. Prioritize and explain rationale.
Use probes to aid in selecting and prioritizing the problems/challenges/opportunities which could include, among other considerations, the
following:
Magnitude: Have you identified/evaluated how big each problem/challenge is vis--vis the goal?
Quantifiable: Can we quantify their impact through some metric? What data would help to quantify this impact? Have you assessed data
needs, sought info, and applied the most appropriate analytical method?
Non-Quantifiable: Are there other non-quantifiable issues we need to consider (e.g. gains and losses in brand image, PR, stakeholder
psychological commitment)?
Interrelationships: Are these issues potentially interrelated? Might one (e.g. today's promotions) impact another one (e.g. tomorrow's
brand image)? Cause and effect?
C Create a list of potential solutions.
Create three to five potential solutions for each of the identified problems, challenges and/or opportunities. Look for out-of-the-box solutions that
provide unique opportunities for the firm.
Use probes to assist in the development of potential solutions which could include, among other considerations, the following:
Gather Solutions: What solutions might different stakeholder groups see as viable? What makes them viable from this stakeholder's
perspective? Is this a marketing, accounting, finance solution or elsewhere? Combination of solutions? Dont overlook a simple solution.
Look for Unique Solutions: Knowing what's really motivating stakeholders, are there unique solutions that haven't been considered?
Foster Creative Thinking: What are ways to think creatively that will lead to unique value propositions that are differentiable and not
easily replicable? Each discipline has its own creative tool box. Probes could include the following.
Be Open-Ended: Continue to ask whats another option? to generate alternatives.
Change View: View issues from many perspectives (e.g. marketing, finance).
Build Metaphors and Analogies: Select a metaphor, analogy or precedent. How did a company in another industry solve this?
What would Disney or Google do?
Imagine a Future: List consequences of decisions and best/worst case scenarios.
Play Competition: If you were the competition, how would you attack you?
Rearrange: What if you substituted, modified, adapted, added/dropped elements?
Eliminate Constraints: If resources and time were not issues, what would you do?
Find Connections: Connect unrelated concepts (e.g. Zero calorie candy).
Create Headlines: What action will make positive headlines? Negative headlines?
Expand Solutions: Whats the practical, outlandish, trendy, non-trendy solution?
Change Analysis: Whats another way/method/framework to analyze the data?
Interrelationships. Are some solutions interrelated? Are some more viable in the short vs. long-term?
Cancer Screening in Japan: Market Research and Segmentation Case Analysis Using the USC-CT Framework
U Uncover the
C Create a List of
Various otential
Important Problems,
Potential Solutions (3 5
into an Effective
Problems, Challenges
Challenges and/or
per problem/
Implementation Plan
and Opportunities
Opportunities (3 5 with
challenge/opportunity)
Vis--vis
rationale)
Organizational Goals
1. How to improve breast 1. Segmentation and targeting of
cancer screening rates
2. Business expansion
3. Segmentation and
targeting of Japanese
women for breast
cancer screening
4. Communication to
increase cancer
screening
5. Value Proposition
6. Promotion
7. Marketing research
8.
approach
Branding
Selection
A. Good awareness and
research to confirm
can be actionable
customer profile to
Rationale:
needs of customers to
motivation
B. Good awareness, but
low urgency and
motivation
C. Low awareness, urgency
and motivation
D. All of the above.
E. Two of the above.
F. None of the above.
G. Conduct new marketing
research to get an
adequate segmentation
that can be actionable
develop more
successful marketing
strategies
Make sure that the
statistics that need to be
gathered to tailor IMC
messages are gathered
so that direct mail
campaigns can be
effectively delivered.
9.
penetration
(#16)
CancerScan mission
research studies to
needs of customers to
and core
determine consumer
develop more
insights regarding
successful marketing
B. Do nothing.
C. Purchase secondary
competencies
10. Inability of
CancerScan to scale
its offerings
11. Target markets of
CancerScan
12. Japanese goal to
research on cancer
deaths.
D. Test new IMC strategies
in selected markets in
India to determine best
approaches to increase
municipalities by
appointments for
CancerScan
15. Media to
screenings.
screenings.
Rationale:
secondary research
studies, like IBISWorld,
Passport, Datamonitor,
Forrester, Nielsen, etc.
communicate
message
16. What should be the
message?
17. Aging population in
Japan
18. Japanese health care
system
correct segmentation
Purchase and analyze
positive actions.
D. Develop IMC plan to have both
message (#15)
nationwide.
determine most
segments.
Rationale:
effective vehicles to be
F. Do nothing.
A. Have government
sponsor nationwide
breast cancer screening
campaign nationwide.
B. Japanese government
hires CancerScan or other
agency to develop
nationwide campaign.
C. CancerScan continues to
conduct campaign by
municipality.
D. Do nothing.
agrees to sponsor
nationwide campaign.
Solicit bids to develop
campaign from
Rationale:
This would expand the campaign to
be nationwide instead of only in
35 of the 1,700 municipalities or
2.1% of the total country.
This give more control to the
government in helping it reach its
goal of 50% having been cancer
screened by 2016.
It also give the government the
Japanese government
agencies.
Hire agency with best
proposal to develop
nationwide campaign.
Launch campaign and
track results compared
to objectives.
IMC Plan.
A. Cancer screening only in Japan,
including uterus cancer screening.
Talk to Japanese
government to
Rationale:
in a nationwide breast
penetration of municipalities in
Japan, only working with 35 of
the 1,700 municipalities or 2.1%.
They need to build scale before
launching into new areas.
Eventually it makes sense to explore
other public issues in Japan which
is the market they have the most
expertise in.
cancer screening
campaign.
Develop plan to market to
all other municipalities
in Japan.
Send out proposal to those
municipalities.
Call on them and ask for
the business.
Close the sale and start
implementing the plan.
2.
3.
4.
economy
Timing
1.
2.
testing.
If the message is ineffective, women will not hear, see or
remember the message and not take action, thus the goal of 50%
cancer screening rate by 2016 not being met and many more
Japanese women.
D. Test new IMC strategies in selected markets
in India to determine best approaches to
3.
4.
If the wrong media are used, the message will not be heard and
cancer screening rates will not improve and the government goal
5.
They might not be able to expand the business and increase their
business due to poor results, eventually ending up in
bankruptcy.
Case Summary
The case addresses a major health issue in Japan, breast cancer, among other forms of cancer, and how screening tests should be used for
preventative purposes.
The case describes how a firm, CancerScan, attempted to raise awareness of the importance of prevention and set a mandate that 50% of all
Japanese under 75 years old be screened for cancel by 2016.
It further examines the needs, motivations, behaviors and barriers to women not making appointment for breast cancer screening exams.
The case identifies the role of the government and discusses its involvement in disease control over time.
It describes the methodology that CancerScan used to segment women before making decisions on what messages should be delivered to
different segments that they defined.
The case also discusses some of the challenges CancerScan had when trying to test and eventually implement results from the research
that they conducted.
The case closes with options that CancerScan should consider in growing its business to be more profitable.
Additional Questions You Would Like to Have Addressed in the Case questions that could be utilized to enhance the comprehension of the
case analysis recognizing the context in which the case is written.
1.
2.
3.
4.
5.
6.
7.
8.
municipalities?
How affordable is a mammogram at a cost of $12? How much is covered by insurance and how much is out of pocket to the consumer?
How accessible are databases in Japan?
What was the rationale behind the design and methodologies of the marketing research studies that were conducted by CancerScan?
Why were the regular screener takers at 42% of the sample, why were they excluded and how could they have been considered to have
had breast cancer screening in the past?
9.
What have been the results of former breast screening campaigns or cancer screening campaigns? What messaging worked best and what
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
who?
What were the costs of these direct mail pieces?
Was any social media used?
Why did it cost more for a screening for the control group at $52 versus $30 across the three test conditions?
Do you think that CancerScan really didnt have any competitors working with other municipalities than ad agencies?
What are the real reasons for not going to have a breast cancer screening exam?
Should the messaging be targeted or not?
Of the 40% of CancerScans business that is not dedicated to breast screening testing, what has been most successful and why?
Lessons Learned
USC-CT Framework
The USC-CT Framework forces you to think about business problems and issues more broadly and holistically before honing in on issues
to prioritize.
It forces you to think about multiple stakeholders upfront so that solutions can also address multiple stakeholders.
When overlaying the case analysis outline, the analysis becomes more robust.
By making sure the case questions are answered in the case write-up, it ensures that learning outcomes of the case are met.
Case
The case explores the use of market segmentation to develop more effective communications messages targeted at distinctive consumer
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Supplement
Questions to Consider Before Completing Case Analyses
1.
2.
3.
4.
5.
Did you think of all of the potential problems and solutions to this case study in a more holistic way?
Did you discover issues that werent obvious and not necessarily identified in the case?
What criteria did you use to prioritize the five most critical problems/challenges/opportunities?
How did you develop creative solutions?
If you were the marketing director for this company, what information is missing and what outside information would you use to more
6.
7.
problem/challenge/opportunity?
8. What criteria did you use to assess which alternative solution would be most effective? Did you think about the pros and cons of each?
9. What is missing in the case analysis using this framework?
10. What are your suggestions for improvement to this USC-CT Framework? What should be added, modified or deleted?
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