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How to analyze case studies?
Pitfalls to avoid in case study analysis
Poor definition of the problem This is the most common error that students make while analyzing case studies. Without properly identifying the problem, they start suggesting solutions. One of the major problems that students face is separating the forest from the trees while analyzing case studies. For instance, a case study on Pizza Hut discusses the various problems Pizza Hut was facing in its home delivery business. Most of the students identified poor sales as the problem and came up with various solutions. However, the major issue confronting Pizza Hut was whether Pizza Hut should even be in the home delivery business or not? Whether presented orally or in writing, a case analysis must begin with a focus on finding the central issues or problem being faced by the company. The Search for "THE CORRECT ANSWER" As mentioned earlier, there is no "official" or "correct" answer or solution to a problem presented in the case study. One should remember that the objective of the case study is to learn to apply the management concepts through analysis and discussion of the various aspects of the issues stated in the case study. In fact, there are usually several reasonable alternative solutions to the problem identified in the case study. For instance, in the Pizza Hut case study, some of the alternative solutions identified were as follows:
Need more information Students often complain that there is not enough information in the case to make a good decision or to come up with the right solution. Remember, in the real world managers seldom have all the information they need to make the right decision. This is the challenge of decision making in the real business world. As such, you have to discuss and analyze the case with just the information given in the case study. There is no need to do any research as some student sometimes try to do. General recommendations I have observed that students tend to make recommendations that are general in nature. As far as possible, specific recommendations should be made. Wishing for a different circumstances Students sometimes unnecessarily spend time in wishing for circumstances different from those that have been presented in the case. You cannot take the approach, "If the situation were different, I will . . . ." Such an approach ignores the fact that the events in the case have already happened and have become facts or reality. You may need to analyze or criticize the past events to understand the problem but you should not dwell on it too much. You should focus on addressing the current situation and recommending a course of action to deal with the central issue or problem(s) confronting the company Narrow focus Even though, a case may be labeled as a specific type of case such as a "positioning case" or a "distribution case," but most of the time the cases contain a variety of issues and problems that students can discuss in their analysis. For instance, even if a case is labeled as a "positioning case," it does not mean that while analyzing the case you ignore other marketing variables. Too often students ignore the fact that a change in one element may require changes in the other elements of the strategy also. Sometimes instructors hand out questions for each case to help you in your analysis. Use these questions as a guide for writing the case analysis but do not limit your analysis based on these questions only. These questions often highlight the important issues but not necessarily all the issues involved in a particular situation. So analyze the case study with a broader perspective. Forgetting Reality Quite often students propose solutions which are totally unrealistic. For example, it would be a fantasy to suggest a Rs. 10 crore advertising campaign for a firm with a capital of just Rs. 100,000. We need more research Quite a few students come up with a solution, “The management should conduct ___________ type of marketing research to find a solution to their problem.” Although recommending more marketing research may be a solution in some cases but you have to realize that in the real world, issues need to be addressed and decisions taken immediately. Executives in the real world do not have the luxury of conducting research on every issue or postponing decisions just to conduct research. Audience does know the facts Do not repeat all the history and the facts of the case in your analysis. You have to use the information in the case to illustrate your statements, to defend your arguments, and to make salient points. Beyond the brief introduction to the company, you must avoid giving descriptive information. Instead, you must be analytical. Please note that everybody involved with the case study analysis including your professor and fellow students have read the case and are familiar with all the facts. Mention only those details that support the identification of the problem or the alternative solutions. Premature conclusions Students sometimes jump to conclusions without properly understanding the case. They then proceed to interpret the facts of the case to support their conclusions. It is recommended that you should keep an open mind till you have absorbed all the facts of the case and identified the central issue or the key problem. |
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