Acura

APPENDIX A

I. ANALYZING A MARKETING CASE - The Process[1]

I.

A. Overview of the Process:

Most students find that the best way to deal with cases is to sweep through the case several times, doing slightly different tasks on each additional sweep. In the first reading of the case, go through it quickly and keep an open mind. Avoid locking in on any particular facts until you really have the outline of the case data in your mind. During your second reading start underlining and making notations on the various parts of the case. Do not try to fill in a framework just yet. The third step is to isolate key variables and make a few numerical calculations. Once you have done this, take a few minutes to sit back and think. Then fit the analysis together using the frameworks provided in this book. Now you will have an organized and thoughtful approach to the marketing problem.

B. After you have mastered the facts and other information in the case, isolate the major problem to be solved. Do not rely on the questions at the end of the case. They often focus on limited aspects of the problem and can divert attention from underlying problems to symptoms of the problem. Identify the key problems faced by the manager in a strategic sense. Remember, cases are assigned to their fit to the section of the course you have just or are currently covering. Use this as a queue to where the major problem(s) lie. However, in analyzing this issue, do not forget the context of the organization and its situation. The problem must be solved within this context.

C. Proceed with the analysis of the major points or areas

(1) For the purpose of this course, the analysis is the most important part of the report. At this time in your career and in this course, the reasoning whereby the recommended course of action is arrived carries more weight than the actual decision.

2) The analysis consists, at least in part, of studying the problem from many...