Marketing Case Study Analysis Methodology

Nine Step Analysis When analyzing a marketing case study there are twelve steps that need to be taken: Identify the decision maker Identify the problem or decision Provide background information Identify key success factors Create a situation analysis (consumer analysis, competitive analysis, SWOT analysis, STEEEP analysis) Discuss Implications Suggest Alternatives Make recommendations Outline Implementation

Decision Maker Step 1: Identify the Decision Maker Identify the individual in charge of making the decision or solving the problem

Problem or Decision Step 2: Identify the Problem or Decision Identify the major problem, decision, or opportunity and its root causes.

Provide Background Step 3: Provide Background List important issues that may directly affect the decision.

Identify Key Success Factors Step 4: Identify Key Success Factors List two or three factors that are essential for success.

Situation Analysis Step 5: Create a Situation Analysis i) Consumer Analysis Identify key segments including demographics, psychographics, geographics and market size. This should include identifying a target market. ii) Competitive Analysis List major competitors and identify their strengths and weaknesses.

Situation Analysis iii) SWOT Analysis List internal strengths and weaknesses of the business or organization discussed in the case. Also, identify opportunities and threats that may exist in the external environment (outside the organization). iv) STEEEP Analysis Discuss the Social, Technological, Economic, Environmental, Ethical, and Political Issues that may affect the decision.

Implications Step 6: Discuss Implications Each section of the Situation Analysis should include implications. Implications make sense of the analysis, it answers the question what does this mean for the business? Are the results positive or negative?

Alternatives Step 7: Discuss Alternatives Develop alternative approaches that will solve the problem.

Recommendations Step 8: Make Recommendations Select the most appropriate alternative. Outline specific recommendations for each of the elements of the marketing mix (product, price, place/distribution, promotion). Also explain how and when the plan of action will occur.

Implementation Step 9: Outline Implementation Outline exactly how you would implement your recommendation (who, how, when, etc.)