Case Study 2

Case Study 2
Select a case study from STRATEGIC MARKET MANAGEMENT BY DAVID AAKER 9TH EDITION ISBN-13:978-0-470-31724-2
(choose from textbook pp. 289-303)
provide an overview of the problem to show the reader that you know what the key elements are and to
provide the reader with background for understanding your analysis, interpretation, and recommendations.

underlying needs, and state what actions or solutions the company took. The overview should be a minor
percentage of the paper, not the major portion.

Evaluation and Recommendations:
This is the major portion of the analysis and will normally take up more room than the overview.
In the analysis, comment on the facts, don’t merely restate them. Analyze the effectiveness of what was done
and its current impact. Pay attention to necessary details. State WHY you have certain opinions, don’t merely
state the ideas without explanation.
Try placing yourself in the case as an insider who could do something. Ask yourself, what would I do if I were
the President or key official, then recommend those actions. Take a stand and back it up with objective
information.
Support your statements of analysis and interpretation with FACTS, not inference or feelings. Avoid general
subjective statements such as the job they did was “very well done,” or “I feel they did a good job.”
Use original information–primary and secondary data. You are not limited to the facts in the case. Check library
databases for the latest newspaper and general periodical articles covering the company or the case. Try

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