Marketing Management Case Worksheets

These worksheets must be completed for every case we study this semester, including all the eight weekly cases as well as the three major cases.

Part 1: The Situation Analysis*

The first thing you need to do with any case analysis is develop a detailed review of the internal and external environments. You won't have enough information in most cases to answer all of these questions, but you should do your best to find as many answers as possible. Be sure to go beyond just the facts given in the case to make educated analyses and assumptions.

The 20 Key Questions:

1. What is the company's mission? Is it a good mission statement?
2. What is the essential company background information?
3. What environmental forces are most critical?
4. Describe the key environmental threats and opportunities. Be specific.
5. What is the composition of the competitive environment?
6. What product or service does the company market? How deep is its product line?
7. What type (classification) of product does the company market?
8. Who is the target market for the product(s)?
9. Describe how the typical consumer buys the product -- and how much he or she buys.
10. Describe how the typical consumer uses the product.
11. What are the strengths and weaknesses of competing products/services? Be sure to examine obvious competing products as well as substitute products/services.
12. What is the sales history for the company's product/for the industry?
13. What is the sales forecast for the company's product/for the industry?
14. What is the current (and historical) market share for the product?
15. What is the financial health of the company? Be specific. Review key financial ratios/analyses -- and complete analyses yourself if not done in the case.
16. Describe the current positioning strategy of the product/service. Be sure to analyze success of current positioning.
17. How are competing products positioned? Again, be sure to examine a wide range of competing products.
18. What is the company's pricing strategy for the product? Does it make sense?
19. What is the company's distribution strategy for the product? Does it make sense?
20. What is the company's promotion strategy for the product? Does it make sense?

*Once you've completed this worksheet, the information from it needs to be condensed into about a 2-page summary for the written case analyses.

Part 2: The Marketing Problem and Alternative Solutions*

Once you've completed the detailed situation analysis, the next step for marketing managers is to examine symptoms -- indicators -- of the problems facing the company. Once problems are identified, then alternative solutions have to be developed. And finally, a recommended solution must be brought forth.

Solving the Case:

1. What is the underlying fundamental problem facing the company? Be specific.
2. What are the symptoms that led you to the main problem?
3. What are the causes of the symptoms and problem?
4. What other problems does the company face? Show your brilliance.
5. What are two alternative solutions to the main problem? Be detailed, specific, and comprehensive in your development of these two alternatives.
6. What criteria will you use to evaluate the alternatives you developed?
7. What are the expected outcomes of each alternative solution?
8. What is your final recommendation?
9. Describe your decision-making process in coming to your recommended solution.

*Once you've completed this worksheet, the information needs to be condensed into about the final three pages of your written case analysis.

Go back to Dr. Hansen's Marketing Management Syllabus.