How to Write a Case (PART 2)

8/3/2019 How to Write a Case (PART 2)

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Tips No. 8

Jargons used in the case , can be

explained as note1, note2, at the

bottom of the pages.

Notes are written for clarification.


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Tips No. 9

Use appendices to illustrate tables

graphs pie-charts, sales of products per

territory, spend reports, sales reports

any supporting data relevant for solving


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Tips No. 10

Test run a case in class.

May uncover areas which need further

elaboration.


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Problems can be in the beginning of

the case

Repeated at the end

Or just stated at the end of the case

Or problems and options to resolve


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Examples of problems

Customer defection

Failure of a new product

Sales decline Lack of motivation

Service not up to mark

Unsuccessful penetration in a newterritory, etc


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Industry Competitors

Brand Competitors

Form Competitors


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Resellers

Suppliers

Distributors

Intermediaries


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Consumer behavior

Decision process, etc


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These are boundaries within which

the company has to resolve the issue.

Example budget constraints


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Options considered by management

Open ended questions like what

should the company do next? or

ask which of the options would be


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Visual Aids

Graphs

Data in table form, etc


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What is a teaching note?

It is the write up of what the instructor

will do while conducting a case study in

class.


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Purpose of a teaching note?

It can help other instructors ,follow a

methodology.

A teaching note assesses the issues,

has an analysis from a relevant

perspective and highlights various options


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Steps to write a teaching note.

1. It should begin with a statement of a

teaching objective.

2. List the discussion questions which should

arise from the case, followed by a detailed

treatment of each question.

3. Have teaching suggestions such as role

plays, group work, board plan calculations


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Contents example

Summary of the case.

SWOT analysis.

Issues /problems

Questions to be considered.

Options to resolve issues.

Pros and cons analysis.

Logical solutions.


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Glamco teaching note

Glamco should not conclude that falling profitswere a result of not launching any new product.

Modifications, deletions, and repositioning are

also options. Product oriented thinking. Just because a product

is developed and is doing well, in a clinical test, is

no guarantee that it will do well with consumers.

Research is used after the event, not before the

launch. Errors of taste could have been avoided.

Components of Marketing mix. product is aimed

at the upscale market, but the brand name does not


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Glamco teaching note

Only a toothpaste, does not convince that it issomething so superior and different.

Technically the product is a superior cleanser of

teeth. Should have positioned product away fromtoothpaste, more towards cosmetics end of

toiletries, such as tooth polish.

Can command a premium price if there is no

positioning error.

Distribution is OK. Exclusive, good for low

volumes and high price.

Promotion why mass scale Why TV?

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How to Write a Case (PART 2)