The objective of completing cases studies is not to
simply answer the provided questions. The overall objective is to critically
think about the marketing concepts discussed in the classroom and applying them
to the case study. A good case study should identify where you started,
what you wanted to change, what actually changed as a result of the work, how
that change was achieved, how any resulting impact was measured and include
further actions taken or planned e.g. has the learning been taken beyond the
original activity?
Case study analysis should be 3-5 pages, not including front matter (cover page, table of contents)
and reference page. Your work should be
very thorough and representative of a graduate student.
All case study assignments must follow APA 6th edition
format. Therefore, it must be typed, double spaced, have 1 inch margins, a
cover page, table of contents, an abstract, and reference page. All pages
should be numbered in the upper right hand corner.
The
following sections must be present in your analysis:
Abstract
Introduction
The Problem
This section should give a clear explanation of the issue at
hand or challenge being addressed by the case.
Data Analysis/ Analysis of
Issues
Generally, this
section presents the relevant data collected from the case in a form that
supports a particular argument or conclusion.
Use one or more of the
following tools to complete this section: SWOT Analysis, Examination of the
general environment (political, economic, social, technology, legal,
environment), Analyze the competitive environment using the basic format of the
Five Forces Model, or Evaluate Competitive Business-level Strategies (Cost
Leadership, Product Differentiation, and Focus/niche)
Recommendations
Discuss alternative options. These
alternatives may be alternative frameworks for analysis or alternative
solutions. The focus of this section is to demonstrate that the author’s choice
is well thought out, has considered all other options, and is the best
selection available. Don’t simply repeat what the company has already done.
Make your own recommendations, backed by research.
Recommendations should be based on and
supported by the context of your case study. Also, use references outside of
the textbook to fully develop and support your recommendations.
Conclusion
Reference Page
Note: Citation for the book is as follows:
Lampel, J. (1991). Robin Hood. In Dess, G., McNamara, G., Eisner, A., and Lee, S. (Eds) Strategic
Management (p. C2). McGraw-Hill.
The in-text citation will appear as (Lampel, 1991). If quoting, the in-text citation appears as (Lampel, 1991, p. C2 or paragraph location).
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