MBA C431

BITS Pilani
Pilani | Dubai | Goa | Hyderabad

Lecture 6
JAYASHREE MAHESH

BITS Pilani
Pilani | Dubai | Goa | Hyderabad

WRITTEN ANALYSIS OF
CASES

What Is A Case ?
A case is a scenario that gives you the
opportunity to identify problems and recommend
a course of action in a business situation.
The case may be real or fictional, but will usually
represent a complex situation with no ready
solutions

3
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Is Case A Problem?
An important point to be emphasized here is that a case is
not a problem. A problem usually has a unique, correct
solution.
On the other hand, a decision-maker faced with the
situation described in a case can choose between several
alternative courses of action, and each of these alternatives
may plausibly be supported by logical argument.
To put it simply, there is no unique, correct answer in the
case study method.

4
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Characteristics Of A Case And Its

Analysis
A good case study is based on critical management
issues faced by organizations. It does not focus on
personal dilemmas.
The subject matter of a case can focus on different
aspects of management. For instance, a case can
illustrate the principles of effective communication and it
can also demonstrate techniques in sales and marketing.
There are no right or wrong answers to the questions
raised by a case study. The proposed answers or
solutions to the problem should be logical.
5
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Types Of Cases
The Exercise Case
The Situation Case
The Complex Case
The Decision Case
The In-tray Case
The Critical Incident Case
The Sequential Case
The Role Play Case
6
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What Does Case Analysis Mean?

Common criticism repeat a lot of case material
but dont really analyze it
Analysis is going beyond simply describing the
case information
It includes determining the implications of the case
information for developing a strategy

7
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What Does Case Analysis Mean?

It includes the following steps:
Case material
Synthesis
Generalizations
Implications
09/27/16
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What Is The Role Of An Analyst?

In analysing a case your task is to :
Identify the problem(s) in the situation presented in the
scenario
Analyse the key issues within the context of the theory
presented in your course
Develop and compare alternative solutions to the problems
Consider the advantages and disadvantages of various
possible solutions
Select the best solution and make recommendations for
action
Write up your case analysis in appropriate case analysis
report format
9
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Why Is Written Analysis Of Case

Required
You are asked to write case analyses in some of your
courses to enable you to demonstrate that you can
apply conceptual frameworks from your course to
real situations and integrate topics in your analysis.
Case analyses also enable you to improve your
critical thinking and analytical abilities, your ability to
evaluate sources of information and your written
communication skills.
10
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Requirements For A Case Analysis

:

Thorough knowledge of the concerned subject - The first

requirement for being able to write an analysis of a theoretical case is
thorough knowledge of the subject.
Analytical ability - When attempting a case analysis, one has to go
deeper into the situation described in the case.
Ability to think critically - The ability to think critically requires going
beyond the obvious and looking for the truth underlying conflicts.
Ability to evaluate - The ability to evaluate ideas and reasons is part
of critical thinking.
Ability to infer - Effective communication is an act of the total
personality of the communicator. He/she should be able to finally
view the whole problem from a certain perspective.
11
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Types Of Information Presented

In The Case
There are facts, which are verifiable from several sources.
There are inferences, which represent an individual's judgment in a given situation.
There is speculation, which is information which cannot be verified.
There are also assumptions, which cannot be verified, and are generated during
case analysis or discussion
All these different types of information are not equally valuable for managerial
decision-making.
Greater the reliance on facts (rather than speculation or assumptions), the better
the logic and persuasiveness of arguments and the quality of decisions.

12
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What Are The Stages In Preparing

A Case Analysis?
There are a number of stages in preparing a case
analysis. These are:
Understanding the case
Identifying the core problem in the case
Analysing the issues in the context of a theoretical
framework
Exploring alternative solutions with reference to a
theoretical framework
Choosing the best solution
Making recommendations for action.
13
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Some Relevant Questions

Who is the protagonist?

What are his/her objectives implicit or explicit?
What decisions should the protagonist make?
What problems, opportunities, risks do I, as a protagonist face?
What evidence do I have to help me make a decision?
Is the evidence reliable, unbiased and can I improve on it?
What alternative courses of action are open?
What critical criteria should be used for judgment?
What action should be taken?
What is the learning from this case?
How does it relate to the past ones?
14
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What Are The Steps In Identifying

The Core Problems?
As you identify the facts of the case you will begin to
think about the problems and to decide which problems
are core problems.
In doing this you will need to :
Distinguish between symptoms of the major problems
and the major problems themselves
Distinguish between immediate and longer term problems
Find evidence to support your decision about what you
believe to be the core problems.
15
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What Are The Steps In Analysing The

Issues?
In order to analyse the underlying issues related to the core
problem:
Identify any bias in the way the case is described.
Classify the factors that influence the problem as internal or
external to the organisation.
Reflect on theoretical principles from your course that might
explain aspects of the case.
Apply analytical models from your course to further illuminate
the situation.
Identify the decisions that need to be made.
Identify strategic issues.
Identify risk factors.
Identify historical precedents.
16
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What Are The Steps In Exploring

Alternative Solutions?
As you are analysing the issues you will begin
to think about alternative solutions. You should:
consider individual and organisational levels
consider the long and the short term
define the alternative possible solutions
compare the alternative solutions in regard to
theoretical, grounding, strengths and weaknesses,
risk factors.
17
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

How Do You Choose The Best

Solution?
As you explore the alternative solutions you will
begin to decide on the best solution for the
organisation in solving its problems.
It is important at this stage to provide a
justification for the solution you choose.

18
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What Are The Steps In Making A

Recommendation?
When you have decided on the best solution you
will be able to make a recommendation or
recommendations.
At this stage you should do the following:
Express your recommendation(s) precisely.

Ensure
that
complementary.

your

recommendations

are

Ensure that it is feasible to implement the

recommendations
19
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Structure Of A Written Case Analysis

I.
II.
III.
IV.
V.

Executive Summary
Statement of the Problem
Causes of the Problem
Decision Criteria and Alternative Solutions
Recommended Solution, Implementation and
Justification

20
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Some Pitfalls to Avoid

Inadequate definition of problem
The search for the answer
Not enough information
Use generalities
Narrow vision analysis
Premature conclusions
Realism
A different situation
21
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Executive Summary
One to two paragraphs in length
On cover page of the report
Briefly identify the major problems facing the
manager/key person
Summarize the recommended plan of action and
include a brief justification of the recommended
plan

22
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Statement Of The Problem

State the problems facing the manager/ key
person
Identify and link the symptoms and root causes
of the problems
Differentiate short term from long term problems
Conclude with the decision facing the
manager/key person

23
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Causes Of The Problem

Provide a detailed analysis of the problems
identified in the Statement of the Problem
In the analysis, apply theories and models from
the text and/or readings
Support conclusions and /or assumptions with
specific references to the case and/or the
readings

24
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Decision Criteria And Alternative

Solutions
Identify criteria against which you evaluate
alternative solutions (i.e. time for implementation,
tangible costs, acceptability to management)
Include two
solutions

or

three

possible

alternative

Evaluate the pros and cons of each alternative

against the criteria listed
Suggest additional pros/cons if appropriate

25
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Recommended Solution,
Implementation And Justification
Identify who, what, when,
recommended plan of action

and

how

in

your

Solution and implementation should address the

problems and causes identified in the previous section
The recommended plan should include a contingency
plan(s) to back up the ideal course of action
Using models and theories, identify why you chose the
recommended plan of action why its the best and
why it would work

26
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

What makes a good case analysis?

A good case analysis:
Clearly identifies the core problem(s)
Provides a justification for the choice of core problem(s)
Analyses the issues underlying the problem in terms of the
relevant theory
Uses appropriate terminology
Justifies the alternative solutions in terms of appropriate theory
Justifies the choice of the best solution
Presents feasible and complementary recommendations for
implementing the best solution
Is presented in appropriate report format.

27

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Link to the Case Study

http://www.vikalpa.com/pdf/articles/1989
/1989_oct_dec_43_49.pdf

28
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956