Appendix

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Appendix

• Suggestions for Case Analysis and Presentation

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Introduction

• Cases allow you to apply knowledge to complex
  problems
• You should know what is expected
• Case method is a student-driven learning process
  (I cannot do the case for you)
• -class discussion is critical
• -preparation and participation are critical

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Introduction

• Recognition of multiple perspectives and possible
  solutions
• - there are wrong answers, but there may
  not be a right answer
• - you must search for the best
  recommendation
• - underlying theories and techniques guide the
  case analysis

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Anatomy of Business Case

• Opening paragraph (decision maker(s), time,
  overview, urgency, constraints)
• Broad background information
• Detailed background information
• Summary/closing paragraph (recap, stress key
  points, replies to opening paragraph)
• LOOK FOR CLUES!!!!

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What is a Business Case?

• Description of an actual situation written from
  the viewpoint of the decision maker (more
  realistic, more insightful)
• Case contains limited sub-set of all info
  (carefully selected by case writer to address
  particular problems or learning objectives)

6
Case Analysis

• Additional Resources
• Company Information
• Updates
• NB What company did may not be best
  recommendation!!!!!!

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Case Analysis

• Financial Analysis
• Ratio analysis
• Liquidity ratios
• Profitability ratios
• Activity ratios
• Leverage ratios

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Case Analysis

• Executive Summary
• Problem definition
• Analysis
• Alternatives analysis
• Recommendation
• Implementation
• Evaluation and control

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Problem Definition

• Short but comprehensive statement of problem(s)
• Not merely a restatement of case facts
• Differentiate problems from symptoms (e.g.,
  employee dissatisfaction caused by poor info and
  communications always ask what caused it?
• Identify specific problems and issues which will
  be addressed in analysis
• Sets up entire analysis

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Analysis

• Decide which models, theories seem useful for
  particular problems in your case not all tools
  are relevant or as useful as others

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Alternatives

• Criteria profitability, risk, stakeholder
  preferences, managerial preferences, long term
  growth, customer satisfaction, employee
  satisfaction
• Cater criteria to goals, values addressed in case
  and any additional criteria that you feel should
  be added

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Recommendations

• Should contain no surprises
• Must address problem(s) as defined in problem
  statement
• Specify actions recommended and their timing for
  the decision maker to adopt
• Specify how decision(s) will be monitored and
  evaluated for success
• List controls, constraints, contingencies, etc.

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Implementation

• I keep six honest serving men (They taught me
  all I knew) Their names are What and Why and
  When And How and Where and Who.
• Rudyard Kipling

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Constraints and Final Considerations

• Some assumptions will be necessary, but make sure
  consistent with case facts and info
• Use positive/confident language avoid we
  think or I believe. Instead use our analysis
  shows the evidence points to our financial
  analysis implies

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Pitfalls to avoid in Case Analysis

• Inadequately defining the problem
• Searching for The Answer
• Assuming the case away
• Not having enough information
• Relying on generalizations
• Postulating a different situation
• Focusing too narrowly

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Pitfalls to avoid in Case Analysis

• Abandoning realism
• Setting up straw person alternatives
• Recommending more research or hiring consultants
• Rehashing case material
• Not thinking

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Importance of Presentation

• You invest several hours into case analysis
• You have your personal action plan, believe in
  it, want to defend it
• Not only analysis quality but also persuasiveness
  of presentation become factors to reckon with
• What is better brilliance presented poorly or
  mediocrity presented with persuasive genius?

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Presentation Hints

• Be enthusiastic, have fun, be creative, believe
  in what you are saying
• Aim for balance among presenters
• Speak loud enough, look in eyes, dont look at
  screen or turn back to class
• Have all members go over slides check for
  typos, spelling and grammatical errors
• Hold a pen, breathe
• Focus on communicating content rather than
  flashiness (no need for hyperlinking)

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On Public SpeakingFortune interview with Steve
Adubato, Nov. 25, 2002

• Q You recently chastised a CEO who was about to
  give a 111 slide PowerPoint presentation to his
  board. Is content not king?
• A Thats not content. Thats laziness. Thats
  saying, If I dump a ton of information on you, I
  am going to make it look like I did my homework.
  But your board will not be impressed. They will
  be bored. I think we confuse volume quantity of
  information with making a real connection.

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Other presentations

• Critique
• Case Update
• Ethical Assessment