Prof Leong Siew Meng

Department of Marketing
NUS Business School

Case Analysis
y

Leong Siew Meng

Professor
National University of Singapore

Bridging Theory & Practice I

• Assess Situations
• S &O
Sort Organize
i Key
K IInformation
f i
• Ask Right Questions
• Define Opportunities & Problems
• Identify & Evaluate Courses of Action
• p Data
Interpret
• Evaluate Results of Past Strategies

BMA5009 Marketing Management

Semester I, 2010/2011 1
Prof Leong Siew Meng
Department of Marketing
NUS Business School

Bridging Theory & Practice II

• Develop & Defend New Strategies
• M k D
Make Decisions
ii under
d UUncertainty
i
• Interact with Others
• Critical Evaluation of Work of Others
• Respond to Criticism

Operational Approach I
• Read case quickly for overview
• R d again
Read i thoroughly
h hl & underline
d li relevant
l information
i f i
• Analyze marketing environment
• Analyze firm
• Record major issues & problems with supporting proof

BMA5009 Marketing Management

Semester I, 2010/2011 2
Prof Leong Siew Meng
Department of Marketing
NUS Business School

Operational Approach II
• Record situational analysis
• Record
R d potential
i l alternatives
l i
• Evaluate alternatives wrt firm’s constraints, costs, &
benefits
• Select & defend alternative
• Record implementation of alternative

Potential Pitfalls
• Identify problem inadequately
• A
Assume ““correct”” answer exists
i
• Plead insufficient information
• Use generalities
• Propose unrealistic recommendations
• Rehash case material

BMA5009 Marketing Management

Semester I, 2010/2011 3
Prof Leong Siew Meng
Department of Marketing
NUS Business School

Presentation Outline I
• Problems/Issues
• Situational
Si i l Analysis
A l i
– External Threats & Opportunities
• Industry (Market Size; No. & Size of Competitors)
• Consumer & Market (Segments)
– Internal Strengths & Weaknesses
• Financial
i i l Standing,
di Marketing
k i Expertise,
i & Current
Approaches vs Competitors

Presentation Outline II
• Statement & Evaluation of Alternatives
– Pros
P & Cons
C with
ith preferred
f d alternative
lt ti stated
t t d last
l t
• Solutions & Recommendations
– Marketing Plan implementing chosen alternative
• Objectives, Target Segments, Marketing Mix, Financial
Estimates (if possible), & Time Horizon of Implementation

BMA5009 Marketing Management

Semester I, 2010/2011 4
Prof Leong Siew Meng
Department of Marketing
NUS Business School

Evaluative Criteria I:
Content Quality
• Problem identification
• Situational analysis
– Key Factors
– SWOT
• Alternatives
• Solutions & Recommendations
– Fit
– Originality

Evaluative Criteria II:

Presentation Quality
• Report Preparation
• Clarity & Conciseness
• Use of AV Aids
• Question Handling
• Team Coordination
• Dressing

BMA5009 Marketing Management

Semester I, 2010/2011 5