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Case studies - how to analyse and discuss
Today’s agenda
Introduction
Do’s and don’ts
Brief discussion of Innocent drinks
Breakout
Report back
Conclusions
What is a case study?
Distillation of reality
Indirect learning – no answers often
Process is often as important as the conclusion
Useful further reading
The Case Study Handbook – How to read, discuss and write persuasively about cases
Author: William Ellet
HBS Press
Why bother with case studies?
Mirror reality –gives you exposure
Low risk way of analyzing multiple problems
New way of thinking
Helps get you a job!
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Types of case
Problem eg how did we end up in this mess?
Decision eg what do we do now?
Evaluation eg what’s the effectiveness of an act or outcome
Rules eg quantitative analysis
Process for reading a case
1. Situation:Understand the situation (Read beginning and end?? Frankly I’d say read it right through)
2. Questions:Ask yourself key questions eg what do I need to understand to solve this problem
3. Hypothesis:Form a hypothesis eg Richard should do x
4. Proof and action eg I think x because of a,b and c
5. Establish alternatives eg y may work as well
1. 5 mins2. 15 mins3. 45 mins4. 40 mins5. 15 mins
Do
(identify issues and write down critical points)
(can make big points,easier, plus the longer you leave it the harder it gets)
Don’t
Expect it to be easy at first
Make comments out of context
Innocent Drinks
Summarise the case
What type of case is it?
What are the key uestions?
Innocent Drinks:summary
3 friends started company
Hugely successful
Decision to be made now
Evaluating Options
Process
Innocent drinks:issues
Innocent:issues
Growth
Management structure
How to grow -issues
What are the options?
How do we evaluate the options (criteria)?
Recommendation
What makes Innocent a success?
Steady sales growth
Growth of inital investment for Pinto
Market share
What has allowed it to succeed?
Management team
Strategy
Focus on quality
Acceptance of higher price (consistency)
Use of low volume bottle
Guerilla marketing tactics
Combination of this with “big brand” marketing
Supportive angel investor
Writing a case study
If you have time – state your conclusion upfront
Give supporting evidence
Don’t give lots of extraneous facts
Case studies : Problems
Problem definition
Diagnosis
Cause-effect analysis
Concepts and frameworks
Actions
Case studies : Decisions
Options
Criteria
Analysisi of options
Recommendation
(Concepts and frameworks)
Actions
Case studies : Evaluations
Criteria
Terms
Evaluation Analysis
Recommendation/judgement
Qualificati
Actions