Engin 9 Case Writing Assignment What is a case? A story Puts reader in shoes of the protagonists No right answers, per se. Students/managers/decision makers will always want more info, but wont always have all the info. Forced to make choices based on info presented. Spring 2004 Hanna Rodriguez-Farrar Engin 9 Case Structure Case Writing Assignment Reebok case as an example Critical Issue/Decision How does the Human Rights Now! Concern fit into
Reeboks marketing and communications strategy? Should the company go forward with its sponsorship? Why and how? Where is this decision point stated? Intro & very end (pages 1 & 11) Spring 2004 Hanna Rodriguez-Farrar Engin 9 Case Structure Case Writing Assignment Reebok case as an example Information to help make a decision: Culture and ethos of the company = history, background, etc. Pages 1-3 Place in the industry: larger context of company in the industry Pages 3-5 History of company marketing & communications Current marketing plans Human Rights Now! Tour
Spring 2004 Hanna Rodriguez-Farrar Pages 7-9 Pages 9-11 Pages 5-7 Engin 9 Case Writing Assignment Case Structure Reebok case as an example Analysis to be done to help make a decision Print advertisements Look at the exhibits Current ad spending Financials
$1,200 $1,000 $800 $600 $400 $200 $0 Spring 2004 Hanna Rodriguez-Farrar 1984 1985 1986 1987 Sales ($ millions) 64 299
841 991 Budget ($ millions) 2.7 6.5 10 30 Engin 9 Case Writing Assignment Case Structure Reebok case as an example Along the way, a number of other ideas were introduced:
Net Sales Product life cycles Communications Mix Market research Market Share Contract out manufacturing Distribution Channels Cases are pedagogical tools or vehicles to learn not only about a company but also business basics. Spring 2004 Hanna Rodriguez-Farrar Engin 9 Case Writing Assignment
Potential Case Outline 1) Introduction Start with the protagonist; give a sense of the person making the decision and a sense of the critical issue. (~1/2 page) 2) Company background and history General info about founding, evolution, key events that shaped the company. (~2 pages) 3) Industry info Need to understand the context within which the company operates. What are the economics of the industry? (~2 pages) 4) Company specifics related to decision 5) Summary More in-depth info than in #2 above and directly related to
critical issue. (~2 pages) Return to the protagonist and clearly state the critical issue. (~1/2 page) Total case study length: ~7-10 pages Spring 2004 Hanna Rodriguez-Farrar Engin 9 Case Writing Assignment Case Writing Process 1) Articulate the critical issue and/or decision point. This is provided by your protagonists. 2) Summarize the information needed to make the decision. Research may be necessary to fill in gaps. Carefully consider your interviews as a mode of research 3) List necessary data for analysis to make the decision. Sources may come from alumni. Research may be necessary to fill in gaps. Spring 2004 Hanna Rodriguez-Farrar
Engin 9 Case Writing Assignment Case Interviewing Process Do background reading on your company and protagonist. You know the critical issue, so you should have a sense of the kind of info needed to make a decision. Prepare interview questions but also have some sense of the potential answers. Ask some questions you actually know the answer to, but will help you get a sense of the company culture. Formulate questions that will gather appropriate data for making the decision. Prepare your interviewees appropriately. Have fun and take the time to engage the alums in your project! Spring 2004 Hanna Rodriguez-Farrar Engin 9 Case Writing Assignment Next StepsFebruary NowFeb 25-29 Review materials from alum contact.
Prepare preliminary research for meeting with Hanna Feb 25-29 Spring 2004 Hanna Rodriguez-Farrar Meet with Hanna in your teams prepared to discuss the nature of the case study, avenues of research, and line of questioning for interviews. Engin 9 Case Writing Assignment Next StepsMarch Prepare for interviews by doing company and industry research. (Begin to outline/write-up this information.) Create interview questions and share with interviewee. Mar 1-25 Do interviews. Begin outlining the case.
March 9: Status Report due March 18: Status Report due March 25: Status Report due Spring 2004 Hanna Rodriguez-Farrar Engin 9 Case Writing Assignment Next StepsApril April 6-21 Write case and teaching note. (Aim to have a working draft in the first week of the month.) Edit case and teaching note. Refine case and teaching note. April 25/27 Case, teaching note, and takeaways document is due. Spring 2004 Hanna Rodriguez-Farrar
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