Learning with Cases (Continued...)

Broadly speaking, the different stages in the case analysis process could be as follows ^[3] :

• Gaining familiarity with the case situation (critical case facts, persons, activities, contexts)
  Recognizing the symptoms (what are the things that are not as expected, or as they should be?)

• Identifying goals/objectives

• Conducting the analysis

• Making the diagnosis (identifying problems, i.e., discrepancies between goals and performance, prioritizing problems etc.)

• Preparing the action plan (identifying feasible action alternatives, selecting a course of action, implementation planning, plan for monitoring implementation)
  

The components of a situation analysis for a typical marketing case are given in Exhibit 1.

This consists of situation analyses at the corporate and product levels and a summary of the results of the analysis. Cases in other functional areas such as strategy can also be analyzed using similar frameworks. As mentioned earlier, the situation analysis should be followed by problem diagnosis and action plan recommendations.

While preparing for the case discussion, the student can also make notes with respect to the key aspects of the situation and the case analysis. These could include points such as the following:

• Which company (or companies) is being talked about? Which industry is referred to?

• What are the products/services mentioned?

• How/Why did the company land in problems (or became successful)?

• What decision issues/problems/challenges are the decision makers in the case faced with?
  

^[3] Adapted from: 1993, C. C. Lundberg and C. Enz, ‘A framework for student case preparation', Case Research Journal, 13 (Summer):144/Michael A. Hitt, R. Duane Ireland and Robert E. Hoskisson, Strategic Management (Thomson Southwestern, 6th Edition) Ciii

Case Studies in Classroom contd>>