This document outlines Younesse Zouane's presentation on mastering case study analysis and marketing. It discusses scanning a case study document, analyzing internal and external factors, formulating alternatives, and implementing solutions. The presentation emphasizes developing skills in analytical thinking, argumentation, teamwork and presenting to solve marketing case studies. Winning allows participation in future competitions which look impressive on resumes and help guide career or education paths.
6. SCANNING • Title • Subtitles • First paragraph • Last paragraph
7. SCANNING Title “ The Women’s Tennis Association Comes to China – But Who?” Problem What is the optimal mix of staff that should be used for the new Asian headquarters of the Women’s Tennis Association?
8. SCANNING Subtitles • .. History of Pan Boricua.. • ..The bread industry of United States.. • ..Hispanics and boricuas as consumers ..
9. SCANNING First & last paragraph • ..it was September 4, 2007.. • ..WTA opening an Asian regional office.. • ..how to staff the local office.. • ..optimal mix of expatriates and locals.. • ..chief operating officer of the WTA.. • ..recommendations by end of the week..
10. READING • Set a time limit - 4 hour case = 45 minutes • Read the most important parts - Skip parts when short on time • Take notes - One A4 maximum - Mark important parts • Reread the first and last paragraph - You will understand them better
11. BRAINWRITING • Exchange notes with teammates • Read notes and add comments • Repeat for every teammate • Conclude preliminary problem
13. ANALYSIS • Internal & External Analysis - What are the positive points? - What are the negative points? - Use theory when possible - Keep it relevant - Analysis must lead to your problem later on
14. ANALYSIS • SWOT matrix - Summary of analysis - Keep it realistic - Only list most important points
15. CONCLUDING What are the most important issues this company is dealing with? - Usually there are multiple issues - What affects business the most? - This is the most critical issue - Use your preliminary problem
16. CONCLUDING • Key problem - What is the most important issue? “ Lenovo needs a marketing and branding strategy to compete globally without damaging their image” • Key question - What question needs to be answered? “ What strategy should Lenovo use to build a competitive, global brand?”
17. SOLVING • Alternatives - Form alternatives that solve the problem - Alternatives must exclude each other! - Take consequences into account - Think from a strategic level - Be creative, write everything down - Choose wisely Option #1: Increase advertising Option #2: Hire more sales advisors Option #3: Launch new website Wrong!
18. SOLVING • Alternatives - Weigh out the pros & cons Alternative #1 Alternative #2 Alternative #3 Pros Pros Pros + + + + + + + + + Cons Cons Cons - - - - - - - - -
19. SOLVING • Alternatives - Calculate the outcome
20. SOLVING • Alternatives - Use a decision matrix Weight Alternative #1 Current location Alternative #2 New location Alternative #3 Close shop Investment 0.2 1 3 3 Risk 0.2 1 3 1 Customer acceptance 0.2 2 3 1 Space available 0.3 3 1 1 Sales improvement 0.3 2 1 2 Total 2.3 2.4 1.9
22. IMPLEMENTATION Implementation = different plans Research & Development Human Resources Distribution Marketing • Choose plans depending on the problem and your solution • Try to divide plans between teammembers • But.. • Don’t forget to communicate!
23. IMPLEMENTATION Be specific - Always as specific as possible Think of all consequences - Both positive and negative Use your available “tools” - Keep in mind strengths & weaknesses Always ask one question - Would I give my approval to this solution and implementation?
24. IMPLEMENTATION Financial figures - Business decisions come down to one thing: $$$ - Always support your solution with financials
25. IMPLEMENTATION If you have time left you can also add: • Risk management - What are the risks of the solution? - How will we overcome them? • Contingency plan - What’s plan B?
43. CASE COMPETITION TRAINING The winners are directly qualified for the training All semi-finalists can qualify for the training
44. NIBS CASE COMPETITION Of all Case Competition Training students 4 will be selected to participate at the NIBS Case Competition Will you be one of them?
45. NIBS CASE COMPETITION • February 2012 • 10 teams • 3 rounds • Semi-finals • Finals • One winner • Next year @ your school
46. NIBS CASE COMPETITION Last years competitors Country School Canada Bishops University Canada Carleton University Canada Concordia Univeristy Canada Memorial University of Newfoundland Ierland Dublin University of Technology Nederland Hogeschool Rotterdam België Katholieke Hogeschool Leuven Finland Lahti University of Applied Sciences Verenigde Staten Salisbury University Verenigde Staten Southeast Missouri State University