Alain UPS Tops FedEx In Customer Satisfaction Amazon Appears on Horizon Case Study Case studies offer descriptions and data of situations from which you ha

Alain UPS Tops FedEx In Customer Satisfaction Amazon Appears on Horizon Case Study Case studies offer descriptions and data of situations from which you have to:

Firstly,

 Identify the key points or issues

 Weigh up the situation

 Identify the information you do have and that you need to know

 Explore the website of the firm to explore and get more information about the firm’s current

operations and strategies

Before you can:

 Define the problem/issues to be addressed precisely

 Outline the objectives: the desirable outcomes

 Identify resources/techniques helpful to opening up the case study

 Generate ideas or alternative solutions

Then you can:

 Choose a “best fit” solution from the options (SWOT is compulsory, other choices are VRIO, competitive profile, bench marking, BCG portfolio matrix etc.)

 Decide on an action plan

 Outline what you need to suggest and how it can be implemented

 Consider what might go wrong and how to monitor the success of the action plan

How to approach the case study?

Step 1. Read the case carefully and work on the following:

 What are the main presenting issues?

 What the firm is doing right? What it is doing wrong according to you?

 What is the current situation of the firm/enterprise?

 What would happen if nothing is/was done?

 What hard evidence (data – ratio analysis, financial data, marketing data etc.) is there that the situation needs action?

Once you have done this you can write the introduction to the case study analysis, which outlines the situation, the key issues, why these have arisen and required action. In this way you should avoid rewriting large chunks of the case study.

Step 2. Analyze the situation/issues clearly and ask yourself the following questions:

 What is the background to the case study?

 What (The Internet) research could I use to understand the issues?

 What solutions are desirable / possible?

 What solutions are suggested / supported by research?

 What are the legal and ethical considerations?

 What would be my role?

Step 3. Use the SWOT (SO-WO-ST-WT) provided to record your ideas/analysis.

Step 4. Use one more suitable tool like Portfolio Analysis, Competitive Profiling, etc. to develop better understanding of the situation in the case.

Step 5. Collect information about the current situation of the firm/ enterprise. Perform a thorough analysis of the current situation as well.

Step 6. Suggest solutions and make assumptions explicitly clear.

Step 7. You must communicate what did you learn from this case study and how can you generalize.

How to write the case study report?

An effective case study report should

 Clearly identify the core problem(s) / issues

 Analyze the issues underlying the problem

 Discuss and justify alternative solutions using theory / experience

 Present feasible recommendations

 Be presented in an appropriate format

The report format

Introduction

Overview of the situation and identification of key issues underlying the problems identified in the case study

Main body

Present and analyze the issues. Consider and assess possible solutions in terms of theoretical grounding, strengths and weaknesses and possibly risk factors. Draw from both literature and experiences. Collect as much information as possible from the Internet about the current position of the firm.

Conclusion

Summarize main findings. Identify and justify strategy proposed. You must mention the important issues that you learn from the case study.

Recommendations

Recommendations should be in line with your analysis. May be separate or within conclusions

Appendices -A compilation of supplementary and illustrative material.

Do not include items that are not mentioned in the report.

Bibliography – A list of sources consulted or referred to in alphabetical order of authors’ name(s).

Tables, charts, graphs and diagrams – may be included within the report or added in the appendices. Used in the appendix, they avoid cluttering up the main text and do not add to your overall word count.

All illustrations should be clearly labeled and numbered, and referred to in the report.

Pitfalls of case study analysis

You may lose marks when analysis fails to:

 Identify the real problem, focusing on describing the case study situation and missing the underlying issues

 Separate the strategic management issues form the operational issues

 Identify for whom the issue is a problem (that means you fail to identify key decision makers)  Examine possible alternatives

 Present a realistic implementation plan

 Address the specific issues

 Support their ideas with evidence from research, studies or theories