文稿说明教案1

1、The Analysis of a Case StudySuggested FormatOutlineSituation AnalysisBusiness DefinitionProblem DefinitionAnalysis and Evaluation of AlternativesReasoned mendation with Respect to Action.Bibliography / References1. Situation AnalysisSet down the significant marketing facts, the essential elements of

2、 the case.Where is the company now and why?Where is the company headed if it keeps on this course?Where should the company be headed?Conduct a SWOT analysis.Set out the major strengths and weaknesses of the company in this situation.Set out the major opportunities and threats of the company in its e

3、nvironment.State any assumptions being made.2. Business DefinitionThink about the benefits that the company provides in this situation. The benefits will help you to think outside the square.Consider:Customer needsCustomer segmentsThe function performedWays of adding value to the offerA good busines

4、s definition will help the company move from an internal orientation to a customer- based one3. Problem DefinitionAs a result of the situation analysis and the business definition, you should be able to define the real problems facing the company.State in question form the principal marketing proble

5、m facing the company.Then break this underlying problem into a series of sub-problems in the form of more questions.4. Analysis and Evaluation AlternativesOnce the problems have been identified, the next task is to :Develop the options open to the company the alternatives available to solve the comp

6、anys problems. This includes the option of doing nothing!Dismiss the less promising alternativesAnalyse and evaluate the more feasible alternatives by considering the advantages and disadvantages of each5. Reasoned mendation with Respect to ActionNow that you have analysed all the feasible options,

7、the next step is to provide your mendation, providing complete justification for you selection.Be sure to relate your justification to the major factors which have arisen in the case.Your mendation should consider the:Short-term, within a yearMedium-term, one to three years. Bibliography / ReferencesPlease includ