Case analysis:
Review the Book:
Marketing Strategy, 6th Edition by Ferrell and Hartline
Cases:
Trouble Brews at Starbucks (6th Edition)
Chevrolet: 100 Years of Product Innovation (6th Edition)
BP Struggles to Repair Its Tarnished Reputation (5th & 6th Edition)
Mattel Confronts Its Marketing Challenges (5th & 6th Edition)
IKEA Slowly Expands its U.S. Market Presence (5th & 6th Edition)
Gillette: Why Innovation May Not Be Enough (6th Edition)
Apple's Winning Marketing strategy (6th Edition)
Netflix Fights to Stay Ahead of a Rapidly Changing Market (6th Edition)
New Belgium Brewing B: Developing a Brand Personality (5th & 6th Edition)
Zappos: Delivering Happiness (6th Edition)
Case Analysis Guidelines
Some Hints for Preparing Cases
• Skim the case first. Know the basic structure of the case and where the main information is.
• What are the broad issues? Who is involved in the case? What problems do they face? What is their situation like?
• What do the case question (located in the end of each case in the textbook) ask? What will it take to answer them? What issues in the course does the case involve? Make a list.
• Prioritize these problems (SWOT analysis). What issues are central to the problem?
• Develop a set of recommendations
• Evaluate your recommendations vs. alternatives. What conflicts between ideas, perspectives, or values are involved in decision what actions to take?
1. Write case memos and answer the case questions
• The case memo should include SWOT analysis, strategy alternatives, strategy recommendations, and answers to the specific case questions in the textbook (2-page limit).
• Use the related information and evidence to support your claims. Make thoughtful assumptions about the information that is not available in the case.