Example Case Analysis

Western Chain Saw

Steps in Analyzing Case

Analyze and Record the Current Situation
Threats, Opportunities
Strengths, Weaknesses

Identify the Marketing Problem(s) facing

Management
Formulate, Evaluate and Record
Alternative Courses of Action
Select, Implement, and Record Chosen
Course of Action

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?

Steps in Analyzing Case

Analyze and Record the Current Internal
Situation
How complete is the analysis of strengths and
weaknesses?
Are the following strengths or weaknesses?

Target Market?
Product? Positioning?
Promotion?
Price?
Distribution?

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/

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

Identify Marketing Problem

Problem: In mature stage of product life
cycle
Causes
Maturing needs and wants

Symptoms:
Increased Competition
Price Warfare
More Regulation

Steps in Analyzing Case

Identify Alternatives
What alternatives were provided?
What alternatives are missing?

Steps in Analyzing Case

Evaluate Alternatives
Use quantitative (breakeven, market potential) and
qualitative criteria (goodwill, customer satisfaction)
Use same criteria across all alternatives

Steps in Analyzing Case

Select Alternative
Pick alternative that best reaches marketing
goals
Make recommendation
Specific
Clear
Actionable

Situation Analysis - External

What is your evaluation of external
analysis?
Threats
?
?

Opportunities
?
?

Situation Analysis - Internal

What is your evaluation of external
analysis?
Strengths
?
?

Weaknesses
?
?

What is the Problem Facing Decision Makers?

What is their objective?

What is your evaluation of statement of

problem?
Why?
What is the problem?

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?

How well are these Alternatives evaluated?

How well are these Alternatives
evaluated?
Which criteria used?

How good is the recommendation?

What is your evaluation of
recommendation?
Why?
Can it be implemented?
Whats missing?