There are many resources online that talk about how to prepare a case and do a write up. I suggest you read a few, but dont be misled. I want something different: a business email.
Take what is given in each case and do your best to diagnose the real problem (not just the symptoms), systematically lay out and evaluate (both qualitatively AND quantitatively) the alternatives facing the business, and make a clear recommendation.
A few case preparation questions are provided to get your thinking and analysis started. Do not just answer the questions, but make sure you address the issues in red. While you are welcome (and encouraged) to consult with your group in analyzing the case, your case write-ups must be individually done or with one other person. Every submission is analyzed for plagiarism, so please dont copy anything you find online. Write in the form of an email to the decision maker of the case.
Once the case discussion begins, you should be prepared to provide constructive input as the class works together to address the issues of the case. Have numbers where appropriate.
The situations vary in complexity and the issues they address.
It is rare that there is a single right answer, but, of course, there may be wrong answers
It is rare that the class will come to a consensusmost of the cases have good reasons for different strategies
Real learning takes place when you see how others address a problem you have thought carefully aboutthe better prepared you are, the more you learn
Note that the decisions taken by the managers profiled in the cases, while sometimes amusing, are irrelevant to the learning experience; many actual business decisions are not founded on logic or rational analysis. Some work out, some dont.
Write to the decision makers in the case
Make your recommendation in the first line of the email
Then, make the best arguments you can in as short a space as possible
Use bullets where appropriate
Be interesting and engaging
Make us read beyond your first line
Dont bore
Do not regurgitate the case or tell people in the case what they would know
Be natural. Ive been doing some analysis on our decision to…the numbers suggest…so I think we should…
If you can come up with impact on revenue, costs, profits, etc., do it. If we go forward with y, were going to lose $10 million per year. X should lead to additional profits…
Dont make recommendations without some serious supporting logic
Dont leave us asking why? What impact would that have on the business? Would we lose money?
RED LOBSTER [SEGMENTATION, TARGETING, AND POSITIONING]
When they first opened, what strategic segmenting, targeting, and positioning decisions did Red Lobster make? That is, which potential customers did they target, and which did they ignore? What was their positioning?
When we think about positioning, think about filling in the following: For (target segment), Red Lobster is (single most important claim) among all (competitive frame) because (single most important support).What are the most effective elements in the repositioning plan?
Compute restaurant-level profitability for a scenario where our mix of patrons shifts to 2,000 new Experiential customers but losing 1,000 Indulgent customers and 1,000 Frugal customers.
Should we make Experientials the target segment and modify our positioning accordingly? If so, what will we have to do to our marketing mix (the 4 Ps)?
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