PREPARING A CASE ANALYSIS
Tips on how to analyze a case successfully
By: Dr. Mernoush Banton

1.    Read the case once, simply to see what it concerns.

2.   Read the case carefully
               a.   Note significant facts
               b.   Examine any exhibits, graphs, pictures
               c.   Analyze any financial data included

3.    Allow sufficient time to read the case, outline it, and prepare a professional and consultative
        report.  Case studies that are written hastily and carelessly reflect lack of attention and are
        graded commensurately.

4.   Outline the situation using an analysis framework. Not every element is appropriate. Do
       not force an entry if it does not apply.

5.   Identify the issue; be sure to treat the problem not symptom.  Learn to differentiate a crisis
      from a problem.

6.   Outline your analysis and your recommendations.  Analyze, do not repeat the case. If you
       want to summarize the case, one paragraph is sufficient.

7.   A comprehensive, full written case should contain the following elements detail:
               a.   Introduction
               b.   Analysis
                         i.   Environmental analysis
                         ii.  Industry analysis
                         iii. Firm analysis
                         iv.  Current problems
                         v.   SWOT
                                   (1)  Strengths
                                   (2)  Weaknesses
                                   (3)  Opportunities
                                   (4)  Threats

               c.   Discussion
                         i.   Critical issues
                         ii.  Demonstration
               d.   Recommendations and rationale
               e.   Conclusion

8.   While “more is better” is not a recommended rule to follow, it is not likely that you can
      analyze a case properly in less than two full pages.  If your written case comes out to be
      substantially less, there is a high degree of probability that your case analysis is inadequate.

9.   Mistakes (Fatal Errors) you surely want to avoid are:
               a.   Retelling the case
               b.   So-what comments (ex: inventory turns for the year 1995 were 6.5). If they
                     were 6.5, is that significant?  Is it good or bad?
               c.   Focusing on symptoms, not problems (ex: the ABC Company lost 20% of its
                     market share). Why did they lost it? Poor service? Bad management?
                     Bad quality? Rivals?
               d.   Failing to distinguish between operating problems (marketing, financial,
                     operational or personnel) and strategic problems (lack of definition, poor
                   implementation).
               e.   Missing the issue (ex: should the ABC Company spend $3 million on a new machine).
                     The issue is likely to be what strategy ABC Company employs to remain the market
                     leader.
               f.    Including a bunch of non-related graphs and exhibits as padding.
               g.   Including extraneous information (10-K reports from 1917-1991).
               h.   Failing to identify the preferred strategy
               i.    Suggesting an impossible strategy (beyond the capabilities of the company, ex: higher
                     more people when company has no money).
               j.    Failing to specify a time frame and a measurement procedure.
               k.   Suggesting that the firm hire consultants to deal with this issues.
               l.    Reaching no conclusion, citing a lack of information in the case.
               m.  Employing the magic of hindsight (you may be well aware that the ABC
                     Company went bankrupt; an analysis of the firm’s position 5 years prior
                     to that should be independent of that fact).
               n.   Slangs are prohibited.

10.  Suggestions and recommendations must relate to problems that you have identified.

11.  You are entitled to your own opinion, but not to your own facts.  Do not confuse the two.

12.  While conventional wisdom has its place, case analysis is not the place.  Focus on the
        facts of the case, and present them within the theoretical limits of the course.

13.  Reasonable assumptions must be tied to some real evidence.

14.  All sentences must be complete.  Do not use sentences like, “so what”.

15.  Check your grammar and spelling.  You are writing a professional report.

Last Updated on 8/22/99 By Mernoush Banton
Email: banton@ix.netcom.com