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Management Education
NIKHIL CHAND
XCELLON INSTITUTE
MOOO10
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What is a case ????
• Description of a situation – real life or imaginary
• Case v/s case-let
• Multiple objectives
• Management students.......to be managers!!
• Reading_simulating_experiencing_preparing_
presenting_internalizing
• Conceptual Linkages
• Solution/s
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Objectives of Case Analysis
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Source: HBS Note – An Introduction to Cases (Shapiro, 1984)
Model for Effective Case Analysis
What are the objectives? What are the facts? What is important? What are the options? What is the answer?
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss implementation
beginning and end •Competition (COM) •State decision criteria •Mention risks
•Strength (STR) •Summarize pros/cons
•Weakness (WEA)
The key to good case analysis is to break down the case facts into a
clear, understandable and useful form
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Model for Effective Case Analysis
What are the objectives? What are the facts? What is important? What are the options? What is the answer?
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss implementation
beginning and end •Competition (COM) •State decision criteria •Mention risks
•Strength (STR) •Summarize pros/cons
•Weakness (WEA)
The key to good case analysis is to break down the case facts into a
clear, understandable and useful form
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Phase 1 – Framing
Key Question: What are the objectives?
STEPS TIPS
•Pay attention to what the Professor says as the case
Identify the key question (what is the assignment, is introduced
discussion questions, and purpose of this case study) •Understand the context of the case in terms of
material from the textbook
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Case Template - Framing
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Note: Answer key is at the end of this deck; please attempt to fill in the template before looking at possible answers
Model for Effective Case Analysis
What are the objectives? What are the facts? What is important? What are the options? What is the answer?
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss implementation
beginning and end •Competition (COM) •State decision criteria •Mention risks
•Strength (STR) •Summarize pros/cons
•Weakness (WEA)
The key to good case analysis is to break down the case facts into a
clear, understandable and useful form
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Phase 2 – Labeling
Key Question: What are the facts?
STEPS TIPS
Label the facts in the margins of the case (using •Use abbreviations as indicated
the nomenclature below, label the facts in the case ) •Underline the key sentence in the paragraph
Industry - IND (this pertains to any issues that •Examples include industry consolidation, profitability,
affect the specific industry under study – not general strategies, differentiation, market growth, etc.
companies or general environmental issues) •This does not include individual competitor data
Strength – STR (any facts that appear to be •Even if you are unsure if this will ultimately be
positive for the company under study) positive, include it as a strength if the case mentions it
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Case Template - Labeling
General
Industry: Competition:
Environment:
Label in the
case and
capture
here
Strengths: Weaknesses:
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Note: Answer key is at the end of this deck; please attempt to fill in the template before looking at possible answers
Model for Effective Case Analysis
What are the objectives? What are the facts? What is important? What are the options? What is the answer?
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss implementation
beginning and end •Competition (COM) •State decision criteria •Mention risks
•Strength (STR) •Summarize pros/cons
•Weakness (WEA)
The key to good case analysis is to break down the case facts into a
clear, understandable and useful form
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Phase 3 – Summarizing
Key Question: What is important?
STEPS TIPS
•This process can take some time, but do not attempt
to include everything that has been marked
Summarize the facts (the overall goal here is to pull •Set up some blank templates to be filled in by using
out the key facts that have been marked in the case) the material covered in the respective textbook
(common frameworks are STEEP, Porter’s 5 Forces,
3 Cs – company, customers and competition, 4 Ps –
product, price, place and promotion, & financial ratios)
•As you pull out a fact for the summaries, mark out
Eliminate redundant facts (as you go, you will related facts throughout the case to avoid redundancy
begin to see redundancy in the facts, so eliminate
and combine related facts) •Don’t stress about not including something – you can
always come back to the case at a later point
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Case Template - Summarizing
General Environment:
•Limit to 3-4 most important
Industry:
•Limit to 3-4 most important
External
Competition:
•Limit to 3-4 most important
What is really
important?
Strengths (of company under study):
•Limit to 3-4 most important
Internal
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Note: Answer key is at the end of this deck; please attempt to fill in the template before looking at possible answers
Model for Effective Case Analysis
What are the objectives? What are the facts? What is important? What are the options? What is the answer?
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss implementation
beginning and end •Competition (COM) •State decision criteria •Mention risks
•Strength (STR) •Summarize pros/cons
•Weakness (WEA)
The key to good case analysis is to break down the case facts into a
clear, understandable and useful form
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Phase 4 – Synthesizing
Key Question: What are the options?
STEPS TIPS
•Go back to the key questions identified in the first
State the 1-3 key questions (decide what the few step
key questions to the case are, note that it may be
that there is only one key question) •Do not include more than 3 key questions (otherwise
they likely are not “key”)
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Case Template – Synthesizing
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Note: Answer key is at the end of this deck; please attempt to fill in the template before looking at possible answers
Model for Effective Case Analysis
What are the objectives? What are the facts? What is important? What are the options? What is the answer?
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss implementation
beginning and end •Competition (COM) •State decision criteria •Mention risks
•Strength (STR) •Summarize pros/cons
•Weakness (WEA)
The key to good case analysis is to break down the case facts into a
clear, understandable and useful form
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Phase 5 – Concluding
Key Question: What is the answer?
STEPS TIPS
•Don’t be afraid to take a stand even if you feel that
Take a position (this is the exciting end to analysis; you do not have enough data – any position is better
the first step is to decide what the best supported than no position
answer is to the key question) •Avoid the typical compromise solution (pursue both
of the alternatives)
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Case Template - Concluding
Overall Recommendation
Implement-
Risks
ation
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Note: Answer key is at the end of this deck; please attempt to fill in the template before looking at possible answers
Final Tips
• The key to success in case analysis is to take a structured
approach to organizing and using facts
• It is easy to get carried away with too much data and lose
sight of the need for a clear story with a few supporting
ideas
• Prepare for multiple outcomes and see the pros and cons
• Use hypotheses to focus analysis but do not get personally
attached to one (“possible solution”)
• In strategic management, there is no one right answer, but
there are better and worse ways to present ideas
• Be structured, objective and thorough and you will succeed
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Model for Effective Case Analysis
What are the objectives? What are the facts? What is important? What are the options? What is the answer?
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss implementation
beginning and end •Competition (COM) •State decision criteria •Mention risks
•Strength (STR) •Summarize pros/cons
•Weakness (WEA)
The key to good case analysis is to break down the case facts into a
clear, understandable and useful form
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Case Example – Framing
Singapore International Airlines
Key Question: Flipping and Skimming:
How can SIA best position itself for the future?
What is most notable during the flip & skim?
•Should SIA invest in Virgin Atlantic?
• 16 page case with 10 exhibits and a glossary
•Should SIA pursue a low-cost strategy?
•Lots of data provided – not all will be relevant
•Should SIA stay in the Star Alliance?
•The organization of the case is: (i) introduction;
(ii) industry; (iii) markets – NA, Europe, Asia;
(iv) alliances; (v) Singapore – country and company;
(vi) issues moving forward
•The timetable is the beginning of the 21 st Century (1999) •An important fact is that even though the airline industry
•A major strategic issue is the possible investment in VA is increasingly global, there are very few true global
•Other strategic issues include: (i) increasing players
competition; (ii) labor costs are rising; (iii) customers •The alliance decision is critically important
are moving toward lower fares; (iv) alliances •SIA leaders seem to be in support of the VA investment
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Case Example – Labeling
Singapore International Airlines
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Note: the most important issues are summarized in the next slide
Case Example – Summarizing
Singapore International Airlines
General Environment:
•Globalization is increasing demand for international air travel (esp. to Asia)
•Political changes include the increase of free trade markets (like Singapore)
•Economic conditions are important as recessions cause price sensitivity
Industry:
•Consolidation in the airline industry is increasing to enhance scale and scope
•Alliances are the hottest strategy tool as companies seek global connections
•Customers are increasingly price sensitive but business segments are loyal
External •There are little to no substitutes for international air travel
Competition:
•Key domestic competitors are Japan Airlines, Thai Airways, and Cathay
•Key international competitors are United, KLM, and British Airways
What is really •SIA has the best cost structure for premium level service but losing ground
important?
Strengths:
•Reputation and brand image of the “Singapore Girl”
•Young fleet and excellent training facilities and programs
Internal •Extensive regional and international route network
Weaknesses:
•Increasing difficulty supplying high quality labor at low costs (esp. Singapore)
•“Buttoned Down” image may not be attractive to younger demographic
•High cost structure needed for high quality service is difficult to change
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Case Example – Synthesizing
Singapore International Airlines
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Case Template – Concluding
Singapore International Airlines
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