Page 384 -

350 PART 6 • STRATEGIC-MANAGEMENT CASE ANALYSIS

• What are the firm’s existing strategies and objectives?
• Who are the firm’s competitors, and what are their strategies?
• What objectives and strategies do you recommend for this organization? Explain
your reasoning. How does what you recommend compare to what the company
plans?
• How could the organization best implement what you recommend? What imple-
mentation problems do you envision? How could the firm avoid or solve those
problems?

The Cross-Examination
Do not hesitate to take a stand on the issues and to support your position with objective
analyses and outside research. Strive to apply strategic-management concepts and tools in
preparing your case for class discussion. Seek defensible arguments and positions. Support
opinions and judgments with facts, reasons, and evidence. Crunch the numbers before
class! Be willing to describe your recommendations to the class without fear of disap-
proval. Respect the ideas of others, but be willing to go against the majority opinion when
you can justify a better position.
Strategic management case analysis gives you the opportunity to learn more about
yourself, your colleagues, strategic management, and the decision-making process in orga-
nizations. The rewards of this experience will depend on the effort you put forth, so do a
good job. Discussing business policy cases in class is exciting and challenging. Expect
views counter to those you present. Different students will place emphasis on different
aspects of an organization’s situation and submit different recommendations for scrutiny
and rebuttal. Cross-examination discussions commonly arise, just as they occur in a real
business organization. Avoid being a silent observer.

Preparing a Written Case Analysis

In addition to asking you to prepare a case for class discussion, your professor may ask
you to prepare a written case analysis. Preparing a written case analysis is similar to
preparing a case for class discussion, except written reports are generally more structured
and more detailed. There is no ironclad procedure for preparing a written case analysis
because cases differ in focus; the type, size, and complexity of the organizations being
analyzed also vary.
When writing a strategic-management report or case analysis, avoid using jargon,
vague or redundant words, acronyms, abbreviations, sexist language, and ethnic or
racial slurs. And watch your spelling! Use short sentences and paragraphs and simple
words and phrases. Use quite a few subheadings. Arrange issues and ideas from the
most important to the least important. Arrange recommendations from the least contro-
versial to the most controversial. Use the active voice rather than the passive voice for
all verbs; for example, say “Our team recommends that the company diversify” rather
than “It is recommended by our team to diversify.” Use many examples to add speci-
ficity and clarity. Tables, figures, pie charts, bar charts, timelines, and other kinds of
exhibits help communicate important points and ideas. Sometimes a picture is worth a
thousand words.

The Executive Summary
Your professor may ask you to focus the written case analysis on a particular aspect of the
strategic-management process, such as (1) to identify and evaluate the organization’s exist-
ing mission, objectives, and strategies; or (2) to propose and defend specific recommenda-
tions for the company; or (3) to develop an industry analysis by describing the competitors,
products, selling techniques, and market conditions in a given industry. These types of
written reports are sometimes called executive summaries. An executive summary usually
ranges from three to five pages of text in length, plus exhibits.