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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?