MKT 450 Strategic Management
Mishari Alnahedh
1
Analyzing Case Studies
2
Remember
 Do not let the case study lead your thinking. Your starting
point are the theories, tools and frameworks we cover in
this class.
 USE CASE GUIDELINES
3
First Step
Read the case carefully.
 Read the case study two or three times (more, for a long or
complex case) in an undirected manner.
- do not think about the questions asked or the method of analysis. Just
familiarize yourself with the case.
 During the final reading, make notes regarding salient
issues.
4
Case Questions
ALWAYS Address all case questions. They are your guide
 Now read and study the assigned question(s). Record
information from the case that appears pertinent to its
analysis.
- Do not, however, attempt to answer the questions yet.
5
Case Questions
ALWAYS use the tools and frameworks from class notes and
textbook
 Decide which principles, theories, or models, if any, can be
applied to the observed data in order to generate answers to
the questions.
- The key is to match the theories, etc. to the case information and the
assignment. The temptation that must be avoided is to generate solutions
based mainly upon intuition, and then try to force-fit some handy theoretical
rationale to the preconceived answers.
6
Case Questions
ALWAYS use the tools and frameworks from class notes and
textbook
 Apply the selected general principles, theories, or models
and determine what solutions are suggested by this
application. Select the ones that appear to best deal with the
assigned questions.
- The major strength of any case report does not reside chiefly in the specific
solutions offered, as these are always arguable. Rather, it is the reasons for
the solutions that will either support or ultimately undermine the student’s
efforts. The reason will reflect correct - - or incorrect -- applications of
management science and refined judgment.
7
Example
Starbucks’ Case: What is Starbucks’ Strategy ?
 Do not make up your own. Go to Lecture 1 notes
8
Two Elements of Strategy
INDUSTRY
ATTRACTIVENESS
RATE OF PROFIT
ABOVE THE
COMPETITIVE
LEVEL
How do we
make money?
Which
businesses
should we be in?
COMPETITIVE
ADVANTAGE
How should
we compete?
© 2013 Robert M. Grant
www.contemporarystrategyanalysis.com
CORPORATE
STRATEGY
BUSINESS
STRATEGY
Example
Starbucks’ Case: Evaluate the internal coherence of Starbucks’
Strategy
 You should not struggle. Go TO LECTURE NOTES OR
TEXTBOOK
10
Strategic Coherence
The First Rule of Strategy :
A Good Strategy is “Coherent.”

Functional pieces of strategy support the whole
Finance
Mktg.
Acctg.
Strategy
Oper
.
H.R.
Strategic Coherence
The Logic of How The Business Fits Together:
Southwest Airlines


Low Price
Short Routes
- No Frills
- Point-to-Point
- One Aircraft (Boeing 737)
- High # of Aircraft per Route
- No Meals
- Flexible/ Lower Staffing
American Airlines



Premium Priced
Short, Long, & Int’l
Variety
- Hub & Spoke
- Multiple Aircraft
- Low # of Aircraft per Route
- Meals & Services
- Higher Staffing
Source: Michael E. Porter “What is Strategy?” Harvard Business Review, Nov-Dec. 1996
Recommendations
 Avoid Superficial Recommendations
These may arise due to an inadequate analysis and/or the use of
too little case information; the failure to establish comprehensive,
rather than vague criteria; or some other way in which the case
report was not pushed far enough in important directions.


Strive to be specific and to include as much detail as possible
relevant to the major issues, analyses of those issues, and
solutions.
14
Recommendations
 Make Specific Recommendations
Just as the organizational decision-maker must ultimately reach
some conclusion, so the preparer of a case report must avoid
“waffling” or sitting on the fence when a specific recommendation
is requested.

15
Common Errors
 Not understanding and accepting the facts of the case
 Not explaining exactly what the problems are and why
they have occurred
 Making unwarranted assumptions to try to simplify the
case
 Sticking to generalities, such as “they must try to improve
communication”
 Not using theories and frameworks currently being
studied in the course
 Seeking ways out of the situation (such as “fire them all”)
rather than trying to solve the problems
16
Recommendations
 References

http://www.yorku.ca/laps/writ/caseTips.pdf
17