Marketing Case Analysis

• Look at their Marketing strategy in light of the

changing marketing environment.
– Do they have a well defined target, and is it the
right target given their core competencies?
– Do their strategies and tactics in each of the four
P’s make sense given their target?
– What changes might be brewing in the marketing
environment that could suggest a change in
marketing strategy. (Do a SWOT ANALYSIS)

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 22-1

 Preparing a Case
1. Read the case, become familiar with it
2. Reread it and
– Summarize pertinent information in your
notes: Use everything you have learned in
other courses and this one so far. Pay
special attention to any exhibits. If numbers
are there, there must be a reason!
3. Identify mission, goals, objectives
4. Look at any relevant changes in the
marketing environment

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 22-2

 Preparing a Case
5. Review past strategies (target and 4 P’s)
6. Do a SWOT Analysis based on the current
marketing environment
7. Analyze current strategies (target and 4 P’s)
in light of the SWOT Analysis.
8. Establish a decision framework
– What are the major problems? How do you
know?
– What are the decision constraints?
– What are your strategic assumptions?

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 22-3

 Preparing a Case
9. Search for and outline alternatives
• Go back and review in your mind all you
have studied in class so far to see what
relates to the case. This can spark
ideas.
• Don’t zero in on some minor solution as if it is
the key to the puzzle. Look for key
interrelationships between variables.

• Don’t stop with your first solution or idea.

Go back to the SWOT and look at
different opportunities and threats.

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 22-4

 Preparing a Case
10 Choose the best alternative(s) for the
situation
• Revisit the SWOT and test for leverage. Look
at mission and goals – which one(s) deliver
best on the mission? Include a look at sales
and profit figures if such data is available.
11. Have a plan of action, a list of steps
to take to carry out the solution.

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 22-5

 Written Case Format
1. Company Mission/Goals and the
Marketing Environment
2. Strategic Analysis
• Past strategies & their results
• SWOT Analysis
• Current strategies in light of SWOT
3. Decision Framework

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 22-6

 Written Case Format
4. Alternative Solutions
• Description of each option plus pros and
cons v.v. mission, goals, SWOT, etc.
5. Recommended Strategy
6. Plan of action (implementation)

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 22-7