Marketing Workshop #1

Case Study 101

What is a Case Study?

Documented study of a specific real-life situation or imagined scenario

Used as a training tool in business schools and firms

Objective:Develop a thorough assessment

of the situation and present a well-though-out solution or recommendation

Content in Case Study

SituationKey PlayersObjectives and ChallengesExamples and Data

Beginning a Case Study

Read the case at least three times before you start any analysis.

Note the facts Identify which are relevant to the task you’ve been assigned

Identify key events about the case’s history

Analyze trends within the case

Formatting Case Study Presentation

Executive Summary – Define the objective, and state the key challenges

Opening Paragraph – Capture the reader’s interest

Scope – Describe the background, context, approach, and issues involved

Presentation of the facts – Develop an objective picture of what’s happening

Propose solution or recommendation – Present viewpoint, decisions, and interest of key parties.

Example Case Study

In 2008, consumer Brenda McElmore was refused service by a JC Penney salon employee who stated, “We don’t do African-American hair.” When Ms. McElmore sued the company for racial discrimination, a JC Penney spokesperson justified the decision by claiming, “Our salon receptionist felt that we did not have the technical proficiency... to perform the service you required. She may not however have expressed this to you in a way that was not offensive. For this I again apologize. Because customer service is ... so important to our company, we would rather not attempt the service if we cannot perform it as required.”

Ethical or

Unethical?

Executive Summary

Introduce case Objective: Ethical ImplicationsKey Point Challenges: Racial profiling and

Discrimination

Opening Paragraph

Capture readers attention Summarize and introduce case Provide some insight on the issue

Scope

Background – Opening sentenceGood public image = Continuing

success Context – Civil Rights Act of 1964 Issues involved – JC Penney condoning

discriminatory actions

Presentation of Facts

Develop an objective picture of what’s happening

Racial profiling is rarely obvious African Americans are profiled negativelyRetailers do have policies, but few actually

address racial profiling by employees

Propose Solution or Recommendation

Propose solution(s) or recommendation(s): State solution and explain how it can resolve the issue If possible, provide supporting information (in this case, a court case) Effect of implementing solution – Prevention of similar future incidents

Why do we use Case Studies?

Improved learning experience Simulated issues learners must analyze and involve themselves in

Utilize broad range of skills to problem solve

Preparation for real-world situationsUnderstand researcher’s logic and

compare their recommendations with actual outcome

Case Study Tips

Read business journals, articles, or blogs such as the Wall Street Journal, Bloomberg, etc. to expand your knowledge Stay with the facts when you draw conclusions. Don’t rely on personal opinions Format case study presentation logically. Provide listeners with your train of thought and logic behind your position If you are working with a team, be sure to bounce off each other’s points to engage listeners. Cohessiveness

Mock Case Study Time!!! Emerging Business Issue 15 minutes preparation 3-5 minute presentation

Deliberation & Suggestions