Western Chain Saw Case Analysis

Steps in Analyzing Case

• Analyze and Record the Current Situation– Threats, Opportunities– Strengths, Weaknesses

• Identify the Marketing Problem(s) facing Management

• Formulate, Evaluate and Record Alternative Courses of Action

• Select, Implement, and Record Chosen Course of Action

Steps in Analyzing Case

1. Analyze and Record the Current External Situation– How complete is the analysis of threats and

opportunities?• Competition? • Size and needs of Customers?• Size and growth of Industry?• Impact of Economy, Culture, Political, Legal,

Technological, Demographic Conditions?

Case Evaluation Criteria

Analysis of External Situation– Excellent - Thorough list of threats &

opportunities– Satisfactory - Incomplete Analysis– Poor – Merely rehashes facts

Steps in Analyzing Case

2. Analyze and Record the Current Internal Situation– How complete is the analysis of strengths and

weaknesses?– Are the following strengths or weaknesses?

• Target Market?• Product? Positioning?• Promotion?• Price?• Distribution?

Case Evaluation Criteria

Analysis of Internal Situation– Excellent - Thorough list of strengths &

weaknesses– Satisfactory - Incomplete Analysis– Poor – Merely rehashes facts

Steps in Analyzing Case

3. Identify Marketing Problem (Problem which can be solved by manipulating marketing mix). Hint: Formulate as a question.

– Is it main problem or secondary? Can it be related to company’s goals? Is it broad enough to pose several alternatives/

Case Evaluation Criteria

Statement of Problem– Excellent - Clear, concise statement of main

problem and secondary problems stemming from analysis

– Satisfactory - Focus on secondary problem(s)– Poor – Focus on wrong problem

Steps in Analyzing Case

• 4. Identify Alternatives– What alternatives were provided?– What alternatives are missing?

Case Evaluation Criteria

• Identification of Alternatives– Excellent - Thorough– Satisfactory - One or two alternatives missing– Poor – Very Incomplete

Steps in Analyzing Case

• 5. Evaluate Alternatives– Use quantitative (breakeven, market potential) and

qualitative criteria (goodwill, customer satisfaction)– Use same criteria across all alternatives

Case Evaluation Criteria

Evaluation of Alternatives– Excellent – Pros and cons specified;

evaluation criteria clear; use both quantitative & qualitative criteria

– Satisfactory – Evaluation somewhat vague; similar criteria not applied to all alternatives

– Poor – Very incomplete or incompetent evaluation

Steps in Analyzing Case

6. Select Alternative– Pick alternative that best reaches marketing

goals– Make recommendation

• Specific• Clear• Actionable

Case Evaluation Criteria

• Recommendation– Excellent - Specific & clear; quantitative &

qualitative analysis; consistent with objectives– Satisfactory – Vague or otherwise lacking on

criteria stated; minimal justification– Poor – Very vague; NO or incorrect

justification; inconsistent with objectives; impractical

Case Evaluation Criteria

Overall Evaluation– A - Superior or outstanding case analysis that addresses all aspects of the

assignment. Though it may have minor flaws, it is thorough, specific, creative and demonstrates a complete understanding of marketing principles. It is clearly and concisely presented and backed up with thorough analysis.

– B – A very good analysis which may well be organized but is weaker in some aspect than a superior report. It may not address all of the case components thoroughly. It may not be as well organized or as specific.

– C – A good case analysis and an adequate response to the assignment. This grade is appropriate for reports displaying one or more of the following weaknesses: A situation analysis which only lists facts but does not analyze them; is very poorly organized; contains technical errors; overlooks major aspects of the case; is very superficial.

– D – This grade is for reports that are incomplete; contain serious errors in the analysis and in the recommendation or shows little understanding of the assignment.

– F – This grade is for reports showing no understanding of the assignment.