Guidelines for Case Analysis Overall Guidelines 1. Organization Break the analysis into the following major headings: 1. Introduction & Strategic Issue 1-2 pages 2. External Analysis 2+ pages 3. Company Situation 2+ pages 1-2 pages 4. Recommendations 5. Appendix Industry Analysis, Five Forces Analysis, SWOT, etc. In addition, use the subheadings described in this document to break up long sections. 2. Style & Late Case Assignments Use APA style which means double space throughout-do not add any additional space between paragraphs. Be sure to indent the first word of each new paragraph. Do not have long paragraphs containing a variety of related but different topics—break into smaller paragraphs for organization and ease of reading. Use a topic sentence to clarify the purpose of each paragraph. Number the pages starting with the Introduction, e.g., do not include the title page. Proof! Check your work and correct the spelling and grammar errors. Write clearly with correctly structured complete sentences. The ability to present an effective case analysis depends on your critical thinking skills AND your ability to express your ideas in writing. Students who turn in a “first draft" may not earn a grade that is desired. When sections are returned to you, note all comments from the instructor and take notes in the class discussion to incorporate into your next case analysis. Start each of the major sections with an introduction that briefly characterizes and sets the stage for the section. Also at the end of each significant section, summarize with a paragraph capturing the key strategic findings of your analysis for that section. Do not make comments like "The case did not provide information on..." You do not need to site the textbook or case. Eliminate personal pronouns such as I, we, etc. Staple or clip the paper in the upper left-hand corner-no binders, please and bring a hard copy to class to turn in. Cases are penalized one letter grade a day for being late. Upload a copy to BB by 5 pm of the day the case is due. Put your name and student id on the first page of the case. Common Errors Being late. Omitting a section that is specified in these guidelines or requested in class by oral instruction. Not listening in class or participating in the class assignments and exercises. Not following instructions and going to the internet for information about the case. Not proofreading-you will probably improve a letter grade by proofing the case before turning it in. Waiting until the night before the assignment is due. You may very well have a legitimate emergency the night before the assignment is due. However, we begin working in class on the assignment at least a week before it is due, so you should aim to have the assignment ready before the due date/time. Page 1 3. Show Impact Your job is not to "spill back" the facts from the case. Assume that the person who reads your write up will have read the case carefully. Support your statements of analysis with brief examples from the case information. Your focus should be on the impact, effect, and strategic implications of your analysis. Do not overlook exhibits in the case with additional data. 4. Apply Tools and Vocabulary Demonstrate that you understand and can effectively apply the tools of strategic analysis: macro environment, driving forces, key success factors, industry analysis, financial analysis, SWOT, strategic group map and the nine cell industry attractiveness, competitive strength matrix. An effective case analysis effectively incorporates the language of strategic analysis throughout. YOU WILL INCREASE YOUR GRADE A FULL LETTER BY PARAPHRASING THE APPROPRIATE SECTIONS OF THE TEXTBOOK, WRITTEN GUIDELINES AND CASE. Unless specifically requested, do not go to the internet to get information to write the case. Page 2 Major Sections 1. Introduction Provide a brief overview of the mission, business, markets, products and scope of operations the company is in. The past/current strategic direction of the firm can be briefly summarized but the focus should be on the most recent events that will impact the decisions and future direction of the firm. Identify past strategic actions by the generic strategy or strategies. This is NOT a long historical view. It shows how capable you are of describing the company's business and current strategy using strategic vocabulary. Common Errors Focusing on history rather than the current situation. Not using strategic vocabulary for strategies. Giving too much detail about the case-assume I've read the case. Strategic Issue In one or two paragraphs, summarize the company and strategic situation. This should characterize the fundamental state of affairs that exists in the focus company and industry with enough background information to understand it. See page 80 & 81 in the textbook for a definition of strategic issue and review page 9 for the tests of a winning strategy. This section MUST summarize the strategic situation the company faces. "Situation" means "state of affairs.” Summarize and connect to the key findings of each section. Weave these findings into a summary story leading to a clear and specific statement about the future prospects for strategic success for the company. Make a specific statement about whether the company's prospects are good, indefinite, or poor. The strategic issue must be a single, well-crafted sentence that captures the fundamental problems and concerns that came out of the analysis. This single sentence must be formed as a question and will end with a question mark. Write this in very specific terms addressing both the company's short-term situation and the broader strategic situation. Incorporate the need to provide shareholder value, sales growth, profitability and sustained competitive advantage but incorporate the specific challenges with which the focus company must deal. Everything prior to this question is headed toward this one culminating formulation of the problem. This question forms the basis for the recommendations. Do not make recommendations in this section. For example, a strategic issue for ZU could be "What degree programs should be offered to meet the labor needs of the UAE government? This can be followed up with more specific questions such as: ■ Should ZU offer degrees in engineering or medicine? ■ How can ZU differentiate their brand from other universities? ■ What degrees are desired by prospective students? ■ What degree programs are needed that are not offered by other universities? ■ What programs need to be in place so that students are prepared better for higher education? Common Errors Failure to introduce the key conditions or “givens" in a problem statement. Addressing only the external or the internal situation rather than both. Not addressing the major, strategic challenges that may significantly affect the company. Making recommendations. Page 3 2. External Environment Provide an introduction that characterizes the essence of the external environment and industry situation at the time of the case and sets the stage for the analysis that follows. ALL the discussion in this section relates to the INDUSTRY, not the focus company. You may use examples of the focus company or other competitors to justify your analysis. Common Errors Writing about historical events rather than the current state of the industry. Identifying the topics you are about to discuss without discussing the state of the industry. Not using the vocabulary and discussion in the textbook supported with facts from the case. PESTEL Analysis Use the macro analysis model to identify and discuss the factors influencing the sector of your case study. There are a number of external factors in the case but to gain extra marks you need to consider and evaluate contemporary factors by looking outside of the case and looking at factors since the case study was published and what is occurring in the news at the moment. Contemporary factors will influence strategic choices of the future. Porter's 5 Forces Analysis. Use the Porter model to evaluate the strength of the five forces that affect the strategic choices of all firms in the industry. Discuss the balance of power in the industry. Relatively weak forces (low threats) place power in the hands of the firms that comprise the industry, and, therefore, broaden their freedom of choice of strategic actions. Relatively strong forces (high threats) reduce the power of the industry firms and limit their strategic choices. An industry with strong forces tends to be less attractive than an industry with weak forces. Specifically state your assessment of the strength of each of the 5 forces-intense, strong, moderate or weak. Justify and show why you reached your conclusion. For example, it is not enough to write, "Competitive rivalry is strong because the number of competitors is high, barriers to entry are low and product differentiation is low." A better explanation is, “The many competitors in this industry must aggressively battle for market share in this slow-growth market. They each have considerable investments in the physical plant, which makes it difficult to leave the industry. The products are difficult to distinguish from one another, so companies must focus on aggressive, marketing programs to win customers away from their competitors. All these factors contribute to a strong rivalry and continued downward pressure on profit margins." Put the actual diagram of the model in the APPENDIX and discuss each force in the body of this section. Include a closing paragraph on the implications of the analysis to the overall attractiveness of the industry and the potential for companies to be profitable. Common Errors Not completing a PESTEL analysis Making the PESTEL analysis too generic so that applies to any industry Not identifying the strength of a force or the conditions that lead you to your finding of a force as being strong or weak. Getting supplier, firm and buyer mixed up. Overlooking key factors you previously identified in the external/industry analysis. Not recognizing the strength of competitive rivalry. Page 4 Industry Profile and Attractiveness. Summarize the characteristics of the industry. Draw together all of the key findings from each area of the external analysis. What conclusions can you draw about the nature of the industry? How attractive is it to its current incumbents? What are the future prospects for the industry? Why? What challenges does the industry face? Provide a summary statement about whether it is highly attractive, moderately attractive, etc., to current players re profits, sales and competitive intensity. 3. Company Situation SWOT Analysis. Discuss each of the four legs of the SWOT fully-strengths, weaknesses, opportunities and threats in this section. Be clear that events are not the same as attributes. SWOT is about attributes, not events. An attribute describes the characteristics of the company. For example, you might say, "The company isn't profitable." True, but what is its weakness attribute? What characteristics of the company drives its lack of profitability? A better way to express it is, “The company has not managed costs in its value chain. This is supported by the sustained increase in cost of goods sold accompanied by flat sales reflecting a weakness that must be overcome to improve profitability." Summarize the SWOT analysis in a one-page table and place in the APPENDIX. Discuss the table in the body of the paper. SWOT is the "integrator" of the analysis. SWOT draws from the findings resulting from the Macroenvironment, Industry Analysis, and Financial Analysis. No new information is provided. Use the terminology in the previous sections. For example, “An opportunity identified in the discussion of the competitive analysis. . .” Another example, “The dumping of foreign products into this industry, identified earlier as a driving force, is a significant threat to incumbents." Common Errors Not linking the findings to the previous analysis through the use of common terminology. Omitting important findings discussed previously. Focusing on historical events rather than inherent strengths and weaknesses. Not recognizing obvious strengths and weaknesses in the business functions: financial analysis, marketing (product, price, place and promotion), human resource management, operations, etc. 4. Recommendations Strategic Issue. This is the same question that is presented at the end of Section 2. Strategy Recommendations. Identify the GENERIC and functional strategy recommendations. These will tie closely to the SWOT analysis. The recommendations should play into the company's strengths and opportunities. They should minimize the company weaknesses and overcome its threats. Discuss each strategic initiative in detail including the actions required in the functional areas to support the strategic recommendations: marketing, operations, human resource management, finance, etc. Objectives. Specify the performance objectives that should be monitored and result from the strategic recommendations and earlier analysis. What key performance indicators should be reported and what are the appropriate targets? For example, what are the sales and profitability goals? What goals should be established for nonfinancial indicators? Strategic Justification. Justify why your recommendations are the best option and why other options are not. This is a comparative analysis. Develop this fully, tying it back to the various factors in your strategic analysis. Evaluate the pros and cons of the recommended direction. Demonstrate that you understand the implications of your recommendations. Page 5