Академический Документы
Профессиональный Документы
Культура Документы
1
Overview of Document
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss
beginning
g g and end •Competition
p ((COM)) •State
State decision criteria implementation
•Strength (STR) •Summarize pros/cons •Mention risks
•Weakness (WEA)
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss
beginning
g g and end •Competition
p ((COM)) •State
State decision criteria implementation
•Strength (STR) •Summarize pros/cons •Mention risks
•Weakness (WEA)
STEPS TIPS
Identify
y the key
yqquestion ((what is the assignment,
g , •Payy attention to what the Professor says
y as the case
discussion questions, and purpose of this case study) is introduced
•Understand the context of the case in terms of
material from the textbook
Flip through the case (in less than 5 minutes, look •This is literally intended to give you a look at the
at the big picture of the case and the overall overall contents of the case
components) •Conclude as to the general nature of the case –
quantitative/qualitative, technical/general, long/short,
etc.
Skim read the case (in less than 15 minutes read the •Don’t bother marking up the case at this point
i
intro and
d end
d off each
h paragraph
h and
d skim
ki allll exhibits)
hibi ) •Focus on getting the “gist” of the paragraphs without
reading every word (find the 1-2 primary sentences
and understand how other sentences support them)
Carefully read the beginning and end (every case •Some of the most important information about the
has an important
p intro section and ending
g section)) framing
g of the case comes in the beginning
g g and end
•Realize that every story has a situation, complication
and resolution (try to find the key issues to solve)
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss
beginning
g g and end •Competition
p ((COM)) •State
State decision criteria implementation
•Strength (STR) •Summarize pros/cons •Mention risks
•Weakness (WEA)
General
Industry: Competition:
Environment:
Label in the
case and
capture
here
Strengths: Weaknesses:
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss
beginning
g g and end •Competition
p ((COM)) •State
State decision criteria implementation
•Strength (STR) •Summarize pros/cons •Mention risks
•Weakness (WEA)
General Environment:
•Limit to 3-4 most important
Industry:
•Limit to 3-4 most important
External
Competition:
p
•Limit to 3-4 most important
What is really
important?
Strengths (of company under study):
•Limit to 3-4 most important
Internal
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss
beginning
g g and end •Competition
p ((COM)) •State
State decision criteria implementation
•Strength (STR) •Summarize pros/cons •Mention risks
•Weakness (WEA)
STEPS TIPS
State the 1-3 key questions (decide what the few •Go back to the key questions identified in the first
keyy q
questions to the case are, note that it may
y be that step
p
there is only one key question) •Do not include more than 3 key questions (otherwise
they likely are not “key”)
Identify options - MECE (for each question, list out •MECE stands for “Mutually Exclusive, Collectively
the options or alternatives, using the MECE format as Exhaustive”
described in tips) •Examples
Examples of MECE are timing
timing-day/night;
day/night; profit-
profit
revenue/expenses; expand oversees – yes/no; etc.
State decision criteria (an important step is to •This is a step that many people skip and as a result,
identify the few dimensions that will be used to decide it is difficult to reach a decision
between options/alternatives) •Explicitly state the decision criteria before deciding
(examples include profit, market share, growth,
impact on shareholders, implementation effort, timing,
fit with overall vision, etc.)
Summarize pros/cons (list out the support for and •Review the summarized facts to find support for and
g
against each option/alternative)
p ) g
against alternatives
•Prioritize the pros and cons based upon decision
criteria
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss
beginning
g g and end •Competition
p ((COM)) •State
State decision criteria implementation
•Strength (STR) •Summarize pros/cons •Mention risks
•Weakness (WEA)
STEPS TIPS
Take a position (this is the exciting end to analysis; •Don’t be afraid to take a stand even if you feel that
the first step is to decide what the best supported you do not have enough data – any position is better
answer is to the key question) than no position
•Avoid the typical compromise solution (pursue both
of the alternatives)
Identify the few key supporting facts (pull out the •The best arguments are clear statements that are
most important support from the summaries and supported by 22-3
3 key data-based
data based observations
pros/cons analysis) •Be very familiar with the underlying assumptions,
facts, and numbers when you present in class
Discuss implementation (one way to differentiate a •Think in terms of the few key action steps that must
good case analysis is the consideration of what it be taken
would take to implement the recommendation) •A checklist for consideration includes changes in
staff, style, systems, structure, shared values, and
skills
Mention risks (the final step is to identify risk and •This is the chance to show that you have completed
contingencies that may be encountered if the a thorough analysis and considered what may go
recommended course of action is pursued) wrong
•Do not underestimate the power of the caveat!
Dr. Paul N. Friga, 2005 18
Case Template
p - Concluding
g
Overall Recommendation
Implement-
Implement
Risks
ation
•Identify the key question •Label the facts in the •Summarize the facts •State the 1-3 key •Take a position
•Flip through the case margins of the case: •Eliminate unimportant questions •Identify the few key
•Skim read the case •General (GEN) •Eliminate redundant •Identify options supporting facts
•Carefully read the •Industry (IND) •Mark most important (MECE) •Discuss
beginning
g g and end •Competition
p ((COM)) •State
State decision criteria implementation
•Strength (STR) •Summarize pros/cons •Mention risks
•Weakness (WEA)
•The timetable is the beginning of the 21st Century (1999) •An important fact is that even though the airline industry
•A major strategic issue is the possible investment in VA is increasingly global, there are very few true global
•Other strategic issues include: (i) increasing players
competition;
ii (ii) llabor
b costs are rising;
i i (iii) customers •The alliance decision is critically important
are moving toward lower fares; (iv) alliances •SIA leaders seem to be in support of the VA investment
Industry:
•Consolidation in the airline industry is increasing to enhance scale and scope
•Alliances are the hottest strategy tool as companies seek global connections
•Customers are increasingly price sensitive but business segments are loyal
External •There are little to no substitutes for international air travel
Competition:
•Keyy domestic competitors
p are Japan
p Airlines,, Thai Airways,
y , and Cathayy
•Key international competitors are United, KLM, and British Airways
What is really •SIA has the best cost structure for premium level service but losing ground
important?
Strengths:
•Reputation and brand image of the “Singapore Girl”
•Young fleet and excellent training facilities and programs
Internal •Extensive regional and international route network
Weaknesses:
•Increasing
g difficulty
y supplying
pp y g high
g qquality
y labor at low costs ((esp.
p Singapore)
g p )
•“Buttoned Down” image may not be attractive to younger demographic
•High cost structure needed for high quality service is difficult to change
Invest in VA? Yes Return on Investment •Enables a lower cost •Competes with Star
product offering Alliance
•Access to younger •Limited resources/
demographic opportunity cost
•Complimentary routes •May affect reputation
Overall Strategy? Low Cost (rather than Long Term Profitability •Head to head with •Lose reputation as
Differentiation) new competitors high quality provider
•Seems to be the trend •Goes against
in the U.S. infrastructure
g
•Fuel costs are rising •Differentiation mayy be
the only way to win
Stay in Star Alliance? Yes Market Share Growth •Cross-selling •Lose control of
opportunities to new scheduling
customers •May compromise the
•Access to additional consistent quality of
routes quickly service
•This
This is a critical time as technology and global reach
require a high-end international access airline
•SIA’s best strengths are high end service and global routes
• Going low-cost will damage long-term profit potential