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³What¶s in a name? ³What¶s in a name?
That which we call a rose That which we call a rose
By any other name would By any other name would
smell as sweet.´-wrote the smell as sweet.´-wrote the
Bard of Avon in Romeo Bard of Avon in Romeo
and Juliet. Can and Juliet. Can
Shakespeare¶s this Shakespeare¶s this
wisdom be extended to wisdom be extended to
brand names? Now brand names? Now
imagine, in a midsummer imagine, in a midsummer
night¶s dream, an night¶s dream, an
entrepreneur comes up entrepreneur comes up
with the idea of launching with the idea of launching
a range of baby care a range of baby care
products (inspired by the products (inspired by the
fact that only a very few fact that only a very few
organised players are organised players are
there in this market). After there in this market). After
going through a few going through a few
rounds of ³to name or not rounds of ³to name or not
to name´, the to name´, the
entrepreneur decides on entrepreneur decides on
the brand name Tempest the brand name Tempest
to take the market by to take the market by
storm. The name does not storm. The name does not
impress the consumers impress the consumers
and the product bombs in and the product bombs in
the market. The
the market. The
entrepreneur dismisses
˜
˜

entrepreneur dismisses
the fiasco as a tragedy of the fiasco as a tragedy of
errors, but incurs heavy errors, but incurs i
 What is a Case?
A new learning method for you.
Different from the teaching/learning
methods you have seen so far.
As a future manager, you are going to
take decisions quite often.
There are no set formulas to make
decisions.
An effective decision is the result of
careful analysis, experience,
judgment and a bit of intuition.

¦
 Case Study Benefits for You
Case studies will help you practicing making
effective decisions
Develop Personal and Interpersonal
communication Skills ± oral (public speaking,
debating), listening, written
Development of analytical skills ± qualitative,
quantitative, problem diagnosis, data handling,
critical thinking
Decision-making skills ± generating
alternatives, selection of decision criteria,
evaluation skill, choosing one among many,
Formulating plans and how to implement them

Ô
Case Study Benefits for You

Application skills ± how to apply,

concepts, tools and techniques
Time management skills
Interpersonal / social skills ±
dealing with peers, conflict
handling
Creative skills ± finding unique
solutions

^
 What McKinsey says
about Case Study
Your abilities in dealing creatively
with complex or ambiguous problems
in unfamiliar businesses, in
structuring your thinking, and in
reaching sensible conclusions with
the available facts in a short time are
critical to being a successful
consultant.

u
 What is a Case?

A description of an actual
situation, commonly involving a
decision, a challenge, an
opportunity, a problem or an
issue faced by an organization or
a person in an organization.

º
 What is a Case?
A case is a story.
Cases recount ± as objectively and
meticulously as possible ± real (or realistic)
events or problems so that you experience
the complexities, ambiguities, and
uncertainties confronted by the original
participants in the case (be they foreign
policy decision makers, medical doctors, or
government officials).
As you "inhabit" a case, you must tease out
key components from the real messiness of
the contradictory and complicated
information.

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 What is a Case?
You are required to:
distinguish pertinent from peripheral
information,
identify the problem(s) at hand and
define its context and parameters,
identify a set of possible solutions,
formulate strategies and
recommendations for action, and
make decisions and confront
obstacles to implementation.

-
 What is a Case?
Remember !
A case does not have a definite
solution unlike an ordinary problem.
If there is only one solution, nobody
would need you to make decisions !
A case situation generally have more
than one alternate solutions with
varying degree of cost-benefit trade
off.

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 What is a Case?
Remember !
A manager¶s job is to choose one
among the available alternatives
that optimizes the resources, the
alternative that is efficient and
effective.
Sometimes, the manager has to
innovatively find out alternate
solutions that are not apparent.

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 ‰ow is Case Method Different?

Not a monologue
Not lecture-based
Participative learning
Your involvement maximum
Active, not passive like lectures
Practical
Needs major change in your approach
to learning
You feel like the manager in charge !

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 So Far We ‰ave Learnt ««.

What is a case
‰ow is the approach different
from our under-graduate learning
approach
‰ow it will benefit us
Our degree of involvement

|¦
 åetting Started «

The subject instructor may ask

you to «
Make Oral Presentation or submit
Written Analysis
Solve the case on individual or
group basis.

|Ô
 åetting Started «The Stages
Stage Effort Activity
Before Individual Receive/collect the case
class Individual Prepare (Read, Collect additional
info., Analyze)
Small group Discuss in group
During Large åroup / Present / Defend / Raise questions
class Class
Large åroup / Participate in discussion
Class
After Individual / Small Compare individual / small group
class group analysis with others¶ analysis

Individual / Small Review class discussion,

group understand the major concepts
learnt in the entire process
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 Stage I : Before the Class

1. åain Familiarity
2. Recognize symptoms
3. Identify goals / objectives
4. Conduct analysis
5. Make diagnosis
6. Prepare Action Plan
_




 














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 Stage I : Before the Class
åain Familiarity
1. First Reading to get a broad idea of the case
2. Subsequent Readings _










1. Focus on micro issues
2. ået familiar with the who, what, where, why and how of the
case
3. Identify the main protagonists and their relationships with
each other
4. Collect additional information from outside
5. Understand the contexts
6. Separate facts, inferences, speculations and assumptions:
Rely more on facts

To sum up: Acquire a through

understanding of the case. |º
 Stage I : Before the Class
Recognize symptoms

What are the things that are not as

expected, or as they should be?

|è
 Stage I : Before the Class
Identify goals / objectives

From the case, identify the missions,

objectives, goals of the
organization/individuals.

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 Stage I : Before the Class
Conduct analysis
1. Corporate level situation analysis
Corporate mission and objectives
Resources and competencies
Components Environmental problems and opportunities
of a Demographic
Situation Social-cultural
Analysis Economic
Technological
Legal and regulatory
Competition

Portfolio analysis

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 Stage I : Before the Class
Conduct analysis
2. Product level situation analysis
Market analysis
Describe die product-market structure
Find out who buys
Assess why buyers buy
Components Determine how buyers make choices
Determine bases for market segmentation
of a Identify potential target markets
Situation
Analysis Competitive analysis
Identify direct competitors
Assess likelihood of new competitors
Determine stage in product life cycle
Assess pioneer advantages
Assess intensity of competition
Determine the competitors' advantages and
disadvantages
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 Stage I : Before the Class
Conduct analysis
2. Product level situation analysis
Market measurement
Estimate market potential
Determine relative potential of each geographic
area
Components Track industry sales trends
Assess company or brand trends in sales and
of a market share
Situation Make forecasts
Analysis

ii
 Stage I : Before the Class
Conduct analysis
2. Product level situation analysis
Profitability and productivity analysis
Determine the cost structure
Identify cost-volume-profit relationships
Perform break-even and target profit analysis
Components Make projections of sales or market share
impact of marketing expenditures
of a
Situation 3. Summary
Analysis Assess performance (identification of symptoms)
Define problems and opportunities

i¦
Stage I : Before the Class
SWOT Analysis

iÔ
 Stage I : Before the Class

SWOT
Analysis

i^
 Stage I : Before the Class

SWOT
Analysis

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 Stage I : Before the Class
SWOT of Indian Software Sector

SWOT
Analysis

iº
 Stage II : In the Class
Discussing the Case in the Classroom

Presentation or discussion method

Instructor may adopt a particular view and ask
students to respond
Students can also challenge other¶s
analysis/suggestions
Students are encouraged to innovate while
analyzing and giving suggestions
Discussion should be relevant, positive and
constructive

iè
 Stage II : In the Class
Discussing the Case in the Classroom
Refer to notes prepared before the class
Cite the sources of information in the case and from outside
to strengthen your arguments
Share any new insight that comes to you during discussion
The session usually ends with summarization by the
instructor or any of the participants and listing of the
Key Learning Points (KLPs)
Your performance is evaluated
Extent of participation as well as the quality of
participation (Important) is the criteria for
evaluation

i-
 Stage II : In the Class
Working in a åroup
Coordinate to find a suitable location and time
Ensure every group members presence
Before the åroup Meeting, every member should come
prepared with 1-2 readings and notes, and some
research
All members must contribute
Must work cohesively ± lack of coordination and
cohesiveness would reflect in the overall performance
of the group and can not go undetected by the
instructor
‰aving a åroup leader who is able to coordinate is useful

¦
 Stage II : In the Class
Making oral Presentation

Specification given by the instructor

For detailed guidelines, See ‰andout.

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 Stage II : In the Class
Preparing Written Analysis
Specification given by the instructor
For detailed guidelines, See ‰andout.

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