Analysing Matketing Problems

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Reference: Sourced and adapted from Peter. J.P and Donnelly J.H. (2009), Marketing management: Knowledge and skills. 9th ed. New York, NY: McGraw-Hill, p202-213.

Analyzing Marketing Problems and Cases

Cases are generally based on certain issues and problems. Diagnostic, analytical and decision making skills are helpful in this regard. A case study or case based assessment is designed to test these skills around some issues. Examples of some (not all) issues which normally a case covers (a case can cover more issues) are discussed in following paragraphs. A question based on the case intends to assess students by gauging their skills in addressing them. Some issues normally found in case studies are discussed as follows:

Issue 1. To analyse the Situation (when the question demands for analysis of any situation):

Please look at the question if it requires analysis of current situation (situation analysis) and intends to assess your diagnostic and analytical skills in this regard. If it is the case, please try to find out towards which unit/s of analysis (The Business Environment, the Industry, the Organization, the Marketing Strategy), the case draws attention and then include them in the analysis. Following pointers may help in such situations:

1: The Environment

Pointers:

1. The state of the economy and are there any trends that could affect the industry, firm, or marketing strategy?

2. Current trends in cultural and social values and how do these affect the industry, firm, or marketing strategy?

3. Current political values and trends and how do they affect the industry, firm, or marketing strategy?

4. Current or pending federal, state, or local legislation that could influence industry, firm, or marketing strategy?

5. Overall, any threats or opportunities in the environment that could influence the industry, firm, or marketing strategy?

Structure for discussions may cover:

1. Economic conditions and trends

2. Cultural and...