Case study Preparing and Writing

May 29th, 2015
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University of Iowa
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In most strategic courses, cases are used extensively as a teaching tool. A key reason is that cases allow opportunities to identify and solve marketing problem/opportunities/issues through use of the strategic analysis process.

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Adapted from Copyright 1998 South-Western College Publishing. All Rights Reserved.Preparing and Writing an Effective Case AnalysisIntroduction In most strategic courses, cases are used extensively as a teaching tool. A key reason is that cases allow opportunities to identify and solve marketing problem/opportunities/issues through use of the strategic analysis process. Thus, by analyzing cases and presenting the results, students learn how to effectively use the tools, techniques, and concepts that combine to form the strategic marketing management process. The cases that will be written this session involve actual companies. Presented within them are real problem/opportunities/issues and situations that owners and managers must analyze and resolve. As you will see, a strategic marketing management case can focus on an entire industry, a single organization, or a single business unit of the firm. The strategic marketing management issues facing not-for-profit organizations also can be examined with the case analysis method. Basically, the case analysis method calls for a careful diagnosis of an organization's current conditions (internal and external) so that appropriate strategic actions can be recommended. Appropriate actions not only allow a firm to survive in the long run, but also describe how it can develop and use core competencies to create sustainable competitive advantages and earn above-average returns. The case method has a rich heritage as a pedagogical ap

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