Giving a Case Presentation

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Giving a Case Presentation

• The three dimensions of a case
• Individual Preparation
• Small group discussion
• Case presentation and report

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Three Dimensions of a Case

• Conceptual Dimension
• What concepts, theories, or techniques might be
  useful in understanding and/or resolution of the
  case?
• Analytical Dimension
• What is the students task with respect to the
  key decision or issue of the case?
• Presentation Dimension
• Does he case present all important information or
  what information is still missing?

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Example Analytical Dimension

• Susan Lee, the marketing manager of
  Antecesor.com, was seeking additional funds for a
  promotional campaign and after considering
  whether to reallocate money from other brand
  budgets or whether to cut market research funds,
  decided that cutting into the research funds was
  the best decision.
• Was the decision appropriate?
• Was the process followed correct?
• Where further alternatives considered?
• What might be future consequences of the
  decision?
• Implementation plan

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Example Analytical Dimension

• 2) Susan Lee, the marketing manager of
  Antecesor.com, was seeking additional funds for a
  promotional campaign and wanted to determine
  whether to reallocate or to cut would be the best
  way to secure enough for the campaign.
• Analyze the situation.
• Generate additional alternatives.
• Evaluate all alternatives against specific
  criteria.
• Make a decision
• Develop action and implementation plan.

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Example Analytical Dimension

• 2) Susan Lee, the marketing manager of
  Antecesor.com, was reviewing the current
  promotional budget.
• Analyze the situation.
• Need decisions be taken?
• What alternatives might be considered?
• What decision criteria should be used?
• Which alternative might be preferable?
• How could it be implemented?
• What could be the outcome?

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Individual Preparation

• IMPORTANT You are NOT Susans consultant! You
  ARE Susan Lee! Put yourself into her shoes.
• Not If I were a consultant to Susan, what would
  I recommend? is the question.
• What would I do if I was in her position?
• We decided to go with alternative X because we
  believe we will increase marketshare in the
  high-margin segment

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• How to get into a case quickly
• Step 1 Read the first 3 paragraphs and the last
  three paragraphs of the case and then stop to
  reflect.
• Step 2 Answer for yourself the following 5
  questions
• Who is the decision maker in the case that I will
  be identifying with, and what position,
  responsibilities, and title do I hold?
• What appears to be my challenge and its
  significance of the organization?
• Why has my issue arisen and why am I involved
  now?
• When do I have to decide, resolve, act or dispose
  of this issue? Is the any urgency?
• How do I assess this case on the case difficulty
  dimensions?

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• Step 3 Quick look at the case exhibits.
• Step 4 Quick review of the case subtitles.
• Step 5 Skim case body.
• Step 6 Read assignment questions.
• Duration of the whole exercise no more than 30
  minutes!

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The Full Case Analysis Process

• 1) Read the case
• 2) Apply case solving process according to
  dimensions
• Define the issue
• Analyze the case data
• Generate alternatives
• Select decision criteria
• Analyze and evaluate alternatives
• Select preferred alternative
• Action plan and implementation

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Helping Tools 1 Case Issue Importance and
Urgency Matrix
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Helping Tools 2 List of Common Decision Criteria
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Helping Tools 3 SWOT Analysis

• Strength
• Weaknesses
• Opportunities
• Threats

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Helping Tools 4 Alternative Analysis Matrix
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Helping Tools 5 Decision Tree Diagram
Best possible outcome
Alternative A
Most likely outcome
Worst possible outcome
Best possible outcome
Most likely outcome
Alternative B
Worst possible outcome
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Helping Tools 6 Qualitative and Quantitative
Alternative Assessment
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Preparation in Small Groups

• Quick review of the Short Cycle Process
  conclusions.
• Review of Full Analysis Process conclusions.
• Review of special difficulties.
• Anticipation of the class discussion.

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Case Presentation and Report

• Organize your presentation
• Have a good opening to get attention and arouse
  interest.
• Have a good structure and reel class back into
  it from time to time.
• Prepare well
• It shows if you did not practice TOGETHER before
  you present in class.
• However, do not prepare a full write-up that you
  read out to the class.

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• Keep it simple.
• Not always easy but important. Keep structure
  simple.
• succinct slides are good.
• Use quality visual aids.
• Dont go overboard. They should not distract from
  the presentation but support your arguments and
  key points.
• Rehearse.
• Not just the content but style of delivery, eye
  contact, poise, timing, linking between
  presenters, and use of visual aides.
• Anticipate audience reactions and questions.

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Evaluation Criteria of Case Report

• Clear identification of the issue(s).
• Soundness and accuracy of analysis.
• Legitimacy, range, and evaluation of alternative.
• Appropriateness and specificity of
  recommendations.
• Appropriateness of action and implementation
  plans.
• Consistency of logic.
• Appropriate use of theory and concepts in your
  analysis.
• Quality of written presentation.

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Suggestion for Organization and Coherence of Ideas

• Outline overall structure of your report.
• Identify the units and subunits by headings and
  subheadings.
• List ideas and information associated with each
  subheading.
• Group related ideas where possible.
• Arrange ideas and/or idea groups into logical
  order.
• Plan exhibits.
• Plan the intro and conclusion.

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Case Report Check List

• Title page
• Table of Content
• Executive summary
• Issue statement
• Data analysis/SWOT (may be put in appendix)
• Alternative generation and analysis
• Recommendations
• Action and implementation plan
• Exhibits