2. Describes an actual situation, usually involving an
opportunity, a problem or an issue faced by a
decision-maker in an organisation…
Remember to pay attention to the date of the case:
this will be quite important when you go to develop
your recommendations-the key is staying relevant
and developing feasible strategies given the “time”
of when the issues occurred!

3. EXECUTIVE SUMMARY: The best executive
summaries are actually written LAST. WHY?
PROBLEM STATEMENT: Outline the problem that
the organization is facing. Simple statements
(typically 1-2 sentences) are best. It is better to
have a short and concise problem statement than
one that it too long and/or unclear. The professor is
looking for your identification of the actual
problem(s) not SYMPTOMS of the ACTUAL
problem.

4.  SITUATION ANALYSIS: This section is often
allocated a significant portion of the total marks.
Here you want to identify the organization and its
placement within its’ particular industry.
Proper segmentation and identification of your
target market must be performed!

5. The “SWOT analysis” allows us to evaluate the
organization on both internal and external
characteristics. We identify INTERNAL (strengths and
weaknesses) and EXTERNAL (opportunities and
threats).
- Include a “PEST-LE” analysis:
•Political
•Economic
•Social
•Technological
•Legal
•Environmental

6. Strengths Weaknesses
 Strong brand image
 Innovative
 Business based on ideas – never-ending
 ‘Giving back’ culture
 No direct promotion of services to business
clients
 Primary sources of business dependent on other
businesses
Opportunities Threats
 Enter into new markets
 Use cutting edge marketing techniques which
require minimal funds
 If ‘Big 3’ merger occurs existing separate contracts
could become one large contract
 Financial crisis will cause the agency to possibly
have reduced business dealings/clients
 Merger of ‘Big 3’ may reduce number of
campaigns
 Competitors are being more innovative
Enter into new markets.

7. Perceptual Map
Think context:
this was for the
diamond
industry!

8. Segmentation
GridMarket Segment Lifestyle
Traits
Income Percentage of buyers from
this segment
Features and/or Benefits sought
(purpose)
Luxury consumers
(celebrities, older
consumers, high income)
-movie stars
-heirs
-CEO's
-sociable
-affluent
- “up and comers”
Above average incomes Approx 5-15% -style
-social status
-unique diamonds
-custom pieces (value-added)
Average Consumers
(majority of population)
-professionals
-managerial staff
-sales staff
From $55,000 to $74,999
$75,000 plus
Approx 65-70%
-buying as a gift or for a special
occasions
-price conscious looking for value-
added product
Industrial, etc. consumers
(lower-quality diamonds
appealing)
-students
-labourers
-adolescents
-lower income
-contractors
Under $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999.
Approx 15-20% -required for a specific purpose
-high carats, etc. not needed
-type of diamonds found on
clothing, etc.

9. STRATEGIC ALTERNATIVES: This section is often
allocated a significant portion of the total mark. Here you
want to identify the organization and its placement within its’
particular industry.
Choose the best alternative and let the reader know how
you came to this decision. Why is it the best plan of action
to take? We JUSTIFY & SUPPORT our choice by
describing the relevant DECISION CRITERIA we used to
come to this decision!
Typically you
would develop
2-3 alternatives!

10. Critical Issue
Relative
Weight
Alternatives (Ratings)
1: Scalable and
Adjustable
2: Reposition,
Market
development
3: PR
Collaboration
Long run sustainability
0.35 5 3 4
Retaining clients
0.30 4 2 4
Ease of Implementation
0.20 3 3 4
Potential for increased profits
0.15 3 4 3
Index:
Relative Weight x Rating
1.00
4.00 2.85 3.85
1. Here we
chose some
relevant
critical issues
2. Assigned
each issue an
appropriate
weight
3. Ranked
them, and
totaled them
at the bottom

11. RECOMMENDATION:
Choose one alternative based on you’re the identification
of critical issues and your analysis
Use your analysis as SUPPORTING FACTS, (from SWOT,
etc)
Tell the reader why this alternative is the superior choice;
identify and explain some of the other alternatives’ faults
Enlighten the reader as to some of the chosen alternatives’
downfalls

12. Mention the implications of
each alternative!
Answer: Are there possible
undesirable outcomes?
Answer: How will you SERVE
& MEET THE NEEDS of the
target market?

13. IMPLEMENTATION:
How are you going to implement your chosen plan of
action?
Be sure to discuss the 4P’s (Product, Price, Promotion,
Place) to let the reader know how you plan to DELIVER to
the target market.
NOTE: For services/service organizations there are actually
8P’s!
(4P’s + People, Physical Evidence, Process, Productivity)
Include a plan of action, timeline and role assignments!

14. This is where you want to include things such as, (as
opposed to directly within the written portion):
The SWOT summary chart
The Perceptual Map
The Segmentation Grid
The Plan of Action & Timeline
The Critical Issues chart
Be sure to refer to your appendices in your report!
They are a huge help in supporting your thoughts!

15. Now you’ve got the skills to
write a stellar case!