Marketing Workshop # 1 Case Study 101

1. Marketing Workshop #1 Case Study 101

2. What is a Case Study? • Documented study of a specific real-life situation or imagined scenario • Used as a training tool in business schools and firms • Objective: • Develop a thorough assessment of the situation and present a well-though-out solution or recommendation

3. Content in Case Study • Situation • Key Players • Objectives and Challenges • Examples and Data

4. Beginning a Case Study • Read the case at least three times before you start any analysis. • Note the facts  Identify which are relevant to the task you’ve been assigned • Identify key events about the case’s history • Analyze trends within the case

5. Formatting Case Study Presentation • Executive Summary – Define the objective, and state the key challenges • Opening Paragraph – Capture the reader’s interest • Scope – Describe the background, context, approach, and issues involved • Presentation of the facts – Develop an objective picture of what’s happening • Propose solution or recommendation – Present viewpoint, decisions, and interest of key parties.

6. Example Case Study In 2008, consumer Brenda McElmore was refused service by a JC Penney salon employee who stated, “We don’t do African-American hair.” When Ms. McElmore sued the company for racial discrimination, a JC Penney spokesperson justified the decision by claiming, “Our salon receptionist felt that we did not have the technical proficiency... to perform the service you required. She may not however have expressed this to you in a way that was not offensive. For this I again apologize. Because customer service is ... so important to our company, we would rather not attempt the service if we cannot perform it as required.” Ethical or Unethical?

7. Executive Summary • Introduce case • Objective: Ethical Implications • Key Point Challenges: Racial profiling and Discrimination

8. Opening Paragraph • Capture readers attention • Summarize and introduce case • Provide some insight on the issue

9. Scope • Background – Opening sentence • Good public image = Continuing success • Context – Civil Rights Act of 1964 • Issues involved – JC Penney condoning discriminatory actions

10. Presentation of Facts • Develop an objective picture of what’s happening • Racial profiling is rarely obvious • African Americans are profiled negatively • Retailers do have policies, but few actually address racial profiling by employees

11. Propose Solution or Recommendation • Propose solution(s) or recommendation(s): • State solution and explain how it can resolve the issue • If possible, provide supporting information (in this case, a court case) • Effect of implementing solution – Prevention of similar future incidents

12. Why do we use Case Studies? • Improved learning experience  Simulated issues learners must analyze and involve themselves in • Utilize broad range of skills to problem solve • Preparation for real-world situations • Understand researcher’s logic and compare their recommendations with actual outcome

13. Case Study Tips • Read business journals, articles, or blogs such as the Wall Street Journal, Bloomberg, etc. to expand your knowledge • Stay with the facts when you draw conclusions. Don’t rely on personal opinions • Format case study presentation logically. Provide listeners with your train of thought and logic behind your position • If you are working with a team, be sure to bounce off each other’s points to engage listeners.  Cohessiveness

14. Mock Case Study Time!!! • Emerging Business Issue • 15 minutes preparation • 3-5 minute presentation • Deliberation & Suggestions