Giving a Case Presentation

Three Dimensions of a Case Conceptual Dimension –What concepts, theories, or techniques might be useful in understanding and/or resolution of the case? Analytical Dimension –What is the student’s task with respect to the key decision or issue of the case? Presentation Dimension –Does he case present all important information or what information is still missing?

Example: Analytical Dimension 1)“Susan Lee, the marketing manager of Antecesor.com, was seeking additional funds for a promotional campaign and after considering whether to reallocate money from other brand budgets or whether to cut market research funds, decided that cutting into the research funds was the best decision.” Was the decision appropriate? Was the process followed correct? Where further alternatives considered? What might be future consequences of the decision? Implementation plan

2)“Susan Lee, the marketing manager of Antecesor.com, was seeking additional funds for a promotional campaign and wanted to determine whether to reallocate or to cut would be the best way to secure enough for the campaign.” Analyze the situation. Generate additional alternatives. Evaluate all alternatives against specific criteria. Make a decision Develop action and implementation plan. Example: Analytical Dimension

Individual Preparation IMPORTANT: You are NOT Susan’s consultant! You ARE Susan Lee! Put yourself into her shoes. Not “If I were a consultant to Susan, what would I recommend? is the question. “What would I do if I was in her position?” “We decided to go with alternative X because we believe we will increase marketshare in the high- margin segment…”

How to get into a case quickly: Answer for yourself the following 5 questions: Who is the decision maker in the case that I will be identifying with, and what position, responsibilities, and title do I hold? What appears to be my challenge and its significance of the organization? Why has my issue arisen and why am I involved now? When do I have to decide, resolve, act or dispose of this issue? Is the any urgency? How do I assess this case on the case difficulty dimensions?

The Full Case Analysis Process 1)Read the case 2) Apply case solving process according to dimensions Define the issue Analyze the case data Generate alternatives Select decision criteria Analyze and evaluate alternatives Select preferred alternative Action plan and implementation

Helping Tools 1: Case Issue Importance and Urgency Matrix Importance Urgency LowHigh LowIII HighIIIIV

Helping Tools 2: List of Common Decision Criteria QuantitativeQualitative ProfitCompetitive advantage CostCustomer satisfaction Return on investmentEmployee morale Market shareCorporate image CapacityEase of implementation Delivery timeSynergy RiskEthics Cash flowFlexibility Inventory turnoverSafety ProductivityVisual appearance Staff turnoverObsolesce QualityCultural sensitivity Growth rateMotivation QuantityGoodwill

Helping Tools 3: SWOT Analysis Strength Weaknesses Opportunities Threats

Helping Tools 4: Alternative Analysis Matrix Decision Criteria AlternativesCostTimeEase of ImplementationCustomer Satisfaction

Helping Tools 5: Decision Tree Diagram Alternative A Alternative B Best possible outcome Most likely outcome Worst possible outcome Best possible outcome Most likely outcome Worst possible outcome

Helping Tools 6: Qualitative and Quantitative Alternative Assessment Quantitative +N- Qualitative + N - Decision Go go ?? No no

Case Presentation and Report Organize your presentation –Have a good opening to get attention and arouse interest. –Have a clear ‘solution’ or ‘conclusion’

Evaluation Criteria of Case Report Clear identification of the issue(s). Soundness and accuracy of analysis. Legitimacy, range, and evaluation of alternative. Appropriateness and specificity of recommendations. Appropriateness of action and implementation plans. Consistency of logic. Appropriate use of theory and concepts in your analysis. Quality of written presentation.

Case Report Check List Title page Issue statement Data analysis/SWOT (put in appendix) Alternative generation and analysis Recommendations Action and implementation plan Exhibits