Services Marketing
MKT 405
Fall 2000

Instructor's Web Page

Notes on Preparing a Case

  1. Initial Fast Reading
    a.    No notes
    b.    Get a feel for what's going on
    c.    Think about major problem(s) and forces present, such as:
           i.    What sort of organization is the case about?
           ii.    What is the nature of the industry?
           iii.    What is going on in the external environment?
           iv.    What problems does management appear to be facing?

  2. A Second Careful Reading
    a.    Make notes identifying:
           i.    Organizational objectives
           ii.    Nature of problem(s)
           iii.    Key facts
           iv.    Key decisions
    b.    Evaluate and analyze case data (qualitative and quantitative)

  3. Development of Recommendations
    a.    Identify alternative courses of action to meet objectives
    b.    Consider implications of each action
    c.    Provide the best recommendation, supported by analysis
    d.    Develop suggestions as to the implementation of the recommended course of action

  4. Answer Specific Case Questions (if assigned)

 
Dwayne D. Gremler
Copyright © 2000. All rights reserved.
Revised: August 31, 2000.