MKT 516: Marketing Decision-Making
How to Write A Strategic Marketing Case

The key to writing a successful case is related to three issues:

• First, clearly summarizing and highlighting the key aspects of the case, including the main problem(s) in the case;
  
• Second, thinking and developing clear alternative solutions to the problem in the case;
  
• Third, writing clearly and without errors, in 5 pages.

Introduction:

This section defines the company. What is its mission? Current strategy? Discuss relevant company history, but keep it brief and to the point.

Company Profile:

This section of the case writeup examines the company's strengths and weaknesses. Some components examined should include, but are not limited to:
• Marketing Decision-Making & Product Line
• Management Capabilities
• Financial Analysis
• Core Competencies

Environmental Analysis:

This section investigates the external environment in which the organization operates. What are the key environmental trends? What are the competitive forces in the industry? Who are the key competitors?

Problem Statement:

This section should be no longer than -- as it says -- a statement. You should address the main problem of the case in one sentence. If there are sub-problems in the case you feel you should identify, feel free to do so, but make sure you clearly identify the main problem in the case. Be on alert for symptoms parading as key issues and underlying problems, as case writers often present false clues. Remember that strategic marketing problems are long-term, involve large sums of money, and affect multiple aspects of the firm.

Alternative Solutions:

This section is the most important section of the case writeup and should clearly identify and develop two independent alternative solutions to the problem in the case. You need to fully develop each alternative, including details about the alternative, as well as discussing advantages and disadvantages to enacting each alternative.

This section shows your creativity, your inginuity, and your marketing strategy expertise, which is why this section is the most important section of the case writeup.

This section is generally about two to three pages in length -- a page (or so) for each alternative.

Solution:

This section should be no more than one paragraph stating which of the two alternatives you developed in the previous section should be implemented by the company. The key is to match the internal resources (strnegths) of the firm to the opportunities and threats in the external environment in a way that addresses (and resolves) the key marketing problem(s) you've identified.

Go back to Dr. Hansen's Marketing Decision-Making Syllabus.

Go back to Dr. Hansen's Marketing Decision-Making Calendar.

URL: http://www.stetson.edu/~rhansen/market_case_writing.html

Dr. Randall S. Hansen Department of Marketing Stetson University
421 N. Woodland Blvd. Unit 8398 DeLand, FL 32720
Web Home Page: http://www.stetson.edu/~rhansen/
Phone: 904-822-7495 FAX: 904-822-7393
Email: randall.hansen@stetson.edu