How to Write A Global Marketing Case

The key to writing a successful case is related to three issues:

• First, clearly summarizing and highlighting the key aspects of the case, including the main problem(s) in the case;
  
• Second, thinking and developing clear alternative solutions to the problem in the case. This issue is clearly the most important;
  
• Third, writing clearly and without errors, in 3-4 pages. This process may include writing and rewriting, as well as spell-checking and proofreading. Remember to check for style errors as well.

Approaching a Case:

When approaching a global marketing case, it is important that you read the case over several times.

The first reading should be a straight read, thus providing you with an overview of the situation, background on the major points, and a general idea of the problem(s) that need to be resolved or benefit(s) that need to be reaped.

The second reading should be much slower and more thorough, thus providing you an opportunity to jot down key facts and assumptions. While reading through the case the second time, it is best to hold judgment on methods to resolve the problem(s) until after you finish rereading the entire case and can go back and examine the key players, points, and problem(s) or benefit(s).

Writing the Case Study:

What follows is an outline for writing your case. You should follow this outline, regardless of whether you use the subheadings or not in your final draft.

Introduction/Background:

This section discusses the relevant company history, but keep it brief and to the point. Think of this section as an executive summary, providing all the key strategic or critical issues -- both internal to the firm and external in the firm's environment -- in the case.

This section, which is the only place backgound should be discussed, should lead directly to the next section: the problem statement.

Problem Statement:

This section should be no longer than -- as it says -- a statement. You should address the main problem of the case in one sentence. If there are sub-problems in the case you feel you should identify, feel free to do so, but make sure you clearly identify the main problem in the case.

Be on alert for symptoms parading as key issues and underlying problems, as case writers often present false clues.

Alternative Solutions:

This section is the most important section of the case writeup and should clearly identify and develop two independent and realistic alternative solutions to the problem in the case. You need to fully develop each alternative, including details about the alternative, as well as discussing advantages and disadvantages to enacting each alternative.

This section shows your creativity, your inginuity, and your global marketing strategy expertise, which is why this is the most important section of the case writeup.

This section is generally about two to three pages in length -- a page (or so) for each alternative.

Solution:

This section should be no more than one paragraph stating which of the two alternative you developed in the previous section should be implemented by the company. The key is to match the internal resources (strnegths) of the firm to the opportunities and threats in the external environment in a way that addresses (and resolves) the key problem(s) you've identified.

Go back to Global Marketing Syllabus.