Case Method

Seminar

Rey Lugtu
Objectives

At the end of the session, each

participant will:
Be familiar with the general steps in going
through the study method
Learn useful tools, techniques, watch outs,
and tips on each of these steps
Be able to practice these steps on a simple
case
 What is Case?

A case is an narrative of an actual, or

realistic, problem that typically portrays
policy makers confronted with the need
to make a decision
Teaching cases present information, but
not analysis; your is to supply the latter,
as well as to advocate a solution.
Cases are Ill Structured Problem
There is too littler information.
The remedy: use your experience and
common sense. At some point, make up your
mind.
There is to much information.
The remedy: Focus on what is important to the
problem at hand
There is no right answer.
The remedy: Make up your mind and be prepared
to defend your opinion, but keep an open mind.
 Why Use the Case Method?

The case method presents the greatest

challenges confronting leading
companies today-complete with
constraints and incomplete information
found in real business situation-and
places the student in the role of the
decision maker
 Through the case method, students are
exposed to real-life situations that are
relevant, intellectually and emotionally
engaging, and highly interactive.
This creates a challenging learning
environment that encourages everyone
to share opinions and perspectives and
learn from each other.
 Why the Case Method?

Best learning methodology used by the

best business schools
Based on realistic business concerns
Process used to solve cases is similar
to actual business processes on
problem solving
 Why the Case Method?

Develops analytical capabilities

Develops data/facts handling skills
Develops team effectiveness skills
Develops communications and
presentation skills.
 Disclaimer

Generally a case has no single correct

answer; there are only choices, some
better, some worse, and all open for
discussion and interpretation.
 Steps in Analyzing

Read the case

Analyze the case
Define issues in the case
Identify information relevant to the key issues
Analyze the issues using the relevant information
Distinguish the major alternative solutions
Select an alternative
Suggest procedures to implement the chosen plan
of action
Prepare Your Presentation (Written or oral)
Figure 1: Approach Cases
Problem is Undefined Problem is Defined

Apply concepts from readings;

Use personal knowledge & experience

Perform Analysis to
Perform Analysis for
Determine Problems/
Defined Problem
Opportunities

Define Key Issues Develop/Select

& Evaluation Criteria Alternative Solutions

Specify Plans
Prepare Output
of Actions
Step 1: Read the Case
 Read the Case

Get a sense of the whole case

Look at the case before you read it
What do title and headings tell you?
Who are central character?
What is the story about?
Read the case quickly, look for the
broad outlines
 Case Reading Tips

Read each case at least twice. The

reading is to browse the whole case, the
second is to take down significant facts
make sure you understand the case in
its entirety
Create summary outline of significant
facts
 As you read the case

Remember that all behavior is caused,

motivated, and goal-directed; behavior
may see strange, or irrational but you
can assume it makes sense to the actor
Separate facts from opinion; distinguish
between what people say vs. do
 It might be possible to get more information
about the case (e.g.,the industry) but for the
most part you will be asked to do your best
with the information available
Separate symptoms from underlying causes
Avoid judgment; avoid premature solution
Step 2: Analyze the Case
 Analyze the Case
State the issues
Stick to the time frame of the case
Ask yourself
What is the case really about?
What is the situation-what do you actually know
about it from reading the case?
What problems are the people in it dealing with?
What issues are at stake?
Where do you see conflict between ideas,
perspective, and values?
What would you have done differently?
 More Questions

What sort of organization does the case

deal with?
What is the nature of the industry?
What is going on in the external
environment?
What problems does management
appear to be facing?
 More Questions
What decisions need to be made?
What are all the possible options? What are
the pros/cons of each option?
What criteria should you use when choosing
an option? What does that mean about your
assumptions?
What are the objectives of the organization?
What are the resources required or
constraints influencing the decisions.
Steps 3: Present the Case
 Prepare your presentation

Prepare to justify, present and explain

your analysis.
Make something of your work. Ask
yourself what you have learned from the
case.
Prepare to present and defend your
conclusions.
 Written Case Reporting Format

Statement of the problem

Objectives
Assumptions/Areas of consideration
Alternative Courses of Action
Recommendation/Justification
Action Plan
 Formulating the Problem
Statement
This is the most critical step in the Case
Method. All your effort maybe wasted with
misdirected or narrow Problem Statement
Usually use the CEOs point of view
Usually provides the scope and limitation of
your study
Usually in a question format e.g., how do we
improve employee morale? What actions to
take?
Should not be answerable with yes or no
Keep the statement concise and straight to
the point
 Listings the Key Objectives
Have about three to five key objectives that
you will be attaining once the problem
identified is resolved
Test your alternative courses of action on how
they meet the objectives
The best recommendation is one that meets
your key objective
Improve productivity
Reduce turnover rate
Improve attendance rate
Identify Areas for Consideration

Select only information that are related

to resolving problem at hand
List your major assumptions, including
your basis for making these
assumptions
Use different frameworks in
summarizing your key facts such as
SWOT Analysis or Porters Five Forces
 SWOT Analysis

SWOT Analysis is an effective method

of identifying your strengths and
weaknesses, and to examine the
Opportunities and Threats you face.
 Strengths

List down key company strengths that

help it achieve its objectives.
Consider this from your own point of
view and from the point view of the
people you deal with.
What are your advantages?
What do you do well?
 Weaknesses
List down the key company weaknesses that
are obstructing it from meeting its objectives.
Consider from internal and external basis. It
is best to realistic now, and face any
unpleasant truths as soon as possible.
What could be improved?
What is done badly?
What should be avoided?
Do your competitors do better?
 Opportunities
List down the possible opportunities that the
company can capitalize on to help it achieve
its objectives
Where are the good chances facing you?
What are the interesting trends?
Changes in technology and markets on both a
broad and narrow scale
Changes in government policy related to your field
Changes in social patterns, population profiles,
lifestyle changes, etc.
Local events
 Threats
List down sources of potential problems, or
barriers in meeting the objectives.
What obstacles do you face?
What is your competition doing?
Are the required specifications for your job,
products or services changing?
Is changing technology threatening your
position?
Do you have bad debt or cash-flow problem?
SWOT Analysis

Always relate these with the problem and

objectives of the case.
In your case study recommendation, ensure
that you show how the company can
capitalize on its strengths
down play or eliminate its weaknesses
take advantage of the opportunities
reduce or eliminate threats
 Alternative Courses of Action
(ACA)
Have at least two plausible ACAs. The
more you provide the better
Each ACA must be defensible
Presents pros and cons of each one
Each ACA must address the problem
directly
Must be based on the facts of the case
 Generating ACAs

In thinking about the context for generating

alternatives, think about:
What are the decision-makers sources of power
in the situation? (legitimate, reward, punishment,
expert, referent)
What are possible leverage point (changing
technology such as machine, processes, product
designs; changing organizational structure;
changing reward systems, job descriptions
education, changing personnel, changing culture)
 Can individual behavior be changed (education,
training reward reward system, job description,
etc.)
What are the constraints on the solution? (time,
money, organizational traditions, prior
commitments, external realities, legal etc.)
What are the available resources (time, money,
people, existing relationships, power)
Should others be involved (in problem definition,
data collection, generating alternatives,
implementing solutions, monitoring and assessing
realities)
 In this stage it is important to avoid
reaching for a solution too quickly
Be creative and put yourself in the case
Try living with various alternatives that you
are thinking about
What would be impact on you and others
Be sure to think about the costs and
benefits each alternative
 Criteria for Coming Up with
Your Recommendation
Does the alternative address the critical
aspects of the problem? What are your
objective? Be specific.
What are the intended consequences;
how will your decision improve the
situation?
What is probability of success; what are
the risk; what happen if plan fails?
 What does the plan depend on? What
are the costs? What power and control
needed?
Who would be the change agent Does
he/she have the power, skills,
knowledge to be successful?
Is the solution consistent with
organizational realities?
 Give your Recommendations
Select one the ACAs that best addresses
your problem statement and meets your key
objectives
You can choose more than one ACAs
Give your major reasons why this ACA was
chosen over others
Provide detailed implementation plan to test
whether this recommendation is feasible
Provide contingency plans in case there are
any potential problems
 Reminders

In your case study recommendation,

show how the company can
Capitalize on its strengths
Down play or eliminate its weaknesses
Take advantage of the opportunities
Reduce or eliminate threats
The Case Study Group
 Designating Roles in Groups

Groups that are created for in-class can

be easily organized around the following
four-person model.
Each member of the group plays
specific role that supports the teams
collaborative effort.
 Role in Groups

Leader: responsible keeping the group

on task, maintaining the schedule,
(meetings, deadlines), and maintaining
contact information (phone numbers,
emails).
Encourager: Encourages conversation
and inclusion of all opinions and guides
the discussion toward consensus.
 Prober: Ensures the assumptions are
correct and there there is sufficient
evidence for the solution
Recorder: Writes down the groups
solution that will be submitted for the
group grade
Group Meeting Tips

Come prepared to contribute to the group

Start discussions early even if your group not
complete
Build on each other ideas
Respect each others view, esp if they are
diverse
Make decisions based on consensus
Assign clear tasks/responsibilities to all
Group Presentation Tips

Dress for the part

Organize your presentation
All group members must participate
Do not read your report
Try to capture audience interest and
attention
 Keep your presentation short and to the
point
Keep it interesting for everyone
Use tables, figures, charts, and other
exhibits to help communicate important
points and ideas
 Make sure your visual aids are legible to
individuals in the back of the room
Be prepared to answer questions from
facilitator/instructor and the class
During the Q&A. be polite, confident
and courteous. Do not be defensive
Case Reporting Format

Statement of the problem

Objectives
Assumptions/Areas of consideration
Alternative Courses of Action
Recommendation/Justification
Action Plan
Sample Case Study

Bacolod Country
Chicken
Written Report Development

Format
Statement of the Problem
Objectives
Areas of Consideration
Alternative Courses of Action
Recommendation
Action Plan
Statement of the Problem

How to increase the Profits of Bacolod

Country Chicken?
Objectives (by 2005)

1) Increase total Revenue by 20%

2) Reduce Cost by 5% .
3) Increase Customer Service (rated
excellent in customer surveys)
4) Increase Food Quality (rated
excellent in customer surveys)
Areas for Consideration

1) Profitability of the Manila Branch.

2) Employee Skills
3) Location
4) Operational Costs
5) Immediate Competitor Profile
 Alternative Courses of Action
1) Change Location
2) Improve Menu (same food everyday?)
3) Catering
4) Delivery
5) Replace employees
6) Customer Surveys
7) Competitor studies
8) Sublease part of property
9) Review food pricing
10) Employee training
Recommendation

1) Review food pricing

2) Go into catering
3) Do customer surveys
4) Employee training
5) Change menu
Action Plan

Assign tasks to managers and staff

Prepare plan for catering business
Prepare customer survey forms
Conduct training needs analysis
Sample Case:
The Case of the Sole
Remaining Supplier