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HOW TO PREPARE AND PRESENT A CASE ANALYSIS 351

The Comprehensive Written Analysis
Your professor may ask you to prepare a comprehensive written analysis. This assignment
requires you to apply the entire strategic-management process to the particular organiza-
tion. When preparing a comprehensive written analysis, picture yourself as a consultant
who has been asked by a company to conduct a study of its external and internal environ-
ment and to make specific recommendations for its future. Prepare exhibits to support your
recommendations. Highlight exhibits with some discussion in the paper. Comprehensive
written analyses are usually about 10 pages in length, plus exhibits.

Steps in Preparing a Comprehensive Written Analysis
In preparing a written case analysis, you could follow the steps outlined here, which cor-
relate to the stages in the strategic-management process and the chapters in this text.
(Note—The steps in presenting an oral case analysis are given on pages 356–358, are
more detailed, and could be used here).
Step 1 Identify the firm’s existing vision, mission, objectives, and strategies.
Step 2 Develop vision and mission statements for the organization.
Step 3 Identify the organization’s external opportunities and threats.
Step 4 Construct a Competitive Profile Matrix (CPM).
Step 5 Construct an External Factor Evaluation (EFE) Matrix.
Step 6 Identify the organization’s internal strengths and weaknesses.
Step 7 Construct an Internal Factor Evaluation (IFE) Matrix.
Step 8 Prepare a Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix,
Strategic Position and Action Evaluation (SPACE) Matrix, Boston Consulting
Group (BCG) Matrix, Internal-External (IE) Matrix, Grand Strategy Matrix,
and Quantitative Strategic Planning Matrix (QSPM) as appropriate. Give
advantages and disadvantages of alternative strategies.
Step 9 Recommend specific strategies and long-term objectives. Show how much your
recommendations will cost. Clearly itemize these costs for each projected year.
Compare your recommendations to actual strategies planned by the company.
Step 10 Specify how your recommendations can be implemented and what results you
can expect. Prepare forecasted ratios and projected financial statements.
Present a timetable or agenda for action.
Step 11 Recommend specific annual objectives and policies.
Step 12 Recommend procedures for strategy review and evaluation.

Making an Oral Presentation

Your professor may ask you to prepare a strategic-management case analysis, individually
or as a group, and present your analysis to the class. Oral presentations are usually graded
on two parts: content and delivery. Content refers to the quality, quantity, correctness, and
appropriateness of analyses presented, including such dimensions as logical flow through
the presentation, coverage of major issues, use of specifics, avoidance of generalities,
absence of mistakes, and feasibility of recommendations. Delivery includes such dimen-
sions as audience attentiveness, clarity of visual aids, appropriate dress, persuasiveness of
arguments, tone of voice, eye contact, and posture. Great ideas are of no value unless
others can be convinced of their merit through clear communication. The guidelines
presented here can help you make an effective oral presentation.

Organizing the Presentation
Begin your presentation by introducing yourself and giving a clear outline of topics to
be covered. If a team is presenting, specify the sequence of speakers and the areas
each person will address. At the beginning of an oral presentation, try to capture your