Appendix 1: Case Analysis
Case reports should fulfill 3 basic requirements.
1. Identify all pertinent issues to be addressed by management.
2. Analyze and evaluate the company’s situation–both internally and externally–with regard to
the mentioned issues and potential solutions.
3. Evaluate potential alternatives against decision criteria in order to select a recommended
course of action, and develop an implementation plan that is as realistic or ‘do-able’ as
possible and that addresses the issues identified. It’s important to explain carefully how your
recommendations and plan will correct the issues and realize the goals and opportunities that
have been identified as well as outline why the solution that you have chosen is superior to the
other alternatives that you have generated.
The report should be balanced so that about 60% of the report is given over to identifying pertinent issues
and evaluating the company’s situation. It follows that about 40% of the report should be devoted to
detailing the alternatives, recommendations and an implementation plan. Provide ample examples in the
report of strategic thinking, using strategy concepts to develop insights. Not all strategy tools will be
significant for each case.
Show clearly how your recommendations create fit and synergies among the firm’s internal activities and
with shifts in the external context. Explain how the firm is now better able to take advantage of changes
that are present or anticipated in its environment.
The case reports will be graded using a three-part structure.
1. Stylistics: Does the basic sentence and report structure enable the reader to understand the
points being made? Are the conventions of written grammar followed? Is the presentation
professional? Are the various sections of the report sufficiently developed and integrated?
2. Critical thinking: Is a convincing, integrated argument that is evidence-based being developed in
the case report? Are the serious issues raised in the case treated with comparable emphasis?
Are these issues dealt with insufficient depth? Does the analysis relate to key issues and do the
alternatives address these effectively?
3. Content: Is too much case material repeated? Are the three major requirements for the case
report fulfilled? Namely, does the report: (1) identify all of the pertinent issues in the case (2)
evaluate and analyze the company’s situation and in relation to external developments (3) offer
an “actionable” set of recommendations that clearly spells out how the described activities will
create a sustained competitive advantage and superior performance. Finally, quantitative analysis
is essential to the evaluation of strategy in relation to performance and the selection of
appropriate alternatives.
