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MBAK 6895
Case Analysis Report Assignment
In study of the case method, you learned about the six sections of a case
analysis report:
I. Background
II. Problem Definition
III. SWOT Analysis
IV. Identification of Alternatives
V. Analysis of Alternatives
VI. Recommendation
You will follow the six steps of the case method in analyzing Build-A-Bear
Workshop, a company offering delivery services for food, beverage, and
groceries. The aim of the case analysis assignment is to recommend a
marketing strategy that Build-A-Bear Workshop should pursue to support an
organization objective of business growth.
The six sections of the case analysis report are summarized in terms of
content and recommended approach to take.
Background (10 points)
In this section, you will introduce background facts about the company,
Build-A-Bear Workshop. The section establishes the context of the case. The
key to writing this section is to strike a balance between identifying relevant
facts and events in company history without going into an exhaustive
historical account of the company. A misstep observed in many case reports
is an author’s Background section is so long they “run out of gas” by the
time they get to crucial sections of Analysis of Alternatives and
Recommendation.
Your approach to this section should be to demonstrate you have an
understanding of the company’s business and awareness of key
characteristics or events that shaped the company’s direction. In short, you
understand how the company got to its current position as of the writing of
your report.
Problem Definition (10 points)
In this section, you should briefly identify the marketing problem facing
Build-A-Bear Workshop. Notice the emphasis on marketing; given this
course is about marketing strategy the problem should not focus on finance,
human resources, or other functional area. Could problems in other
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functional areas affect marketing? Yes, but if that is the case be sure to
emphasize the impact on marketing.
This section should be concise, not more than one paragraph. The problem
can be a negative or positive situation faced by the company that has
implications for marketing strategy. Note that the section title is singular;
identify one problem and one problem only.
Situation Analysis (20 points)
Before identifying possible solutions to the problem, you must first conduct a
situation analysis of strengths, weaknesses, opportunities, and threats. Your
SWOT Analysis should have four subheadings (Strengths, Weaknesses,
Opportunities and Threats).
Use bullet-point format to present the SWOT characteristics. For each
characteristic you list, it should be followed with a brief explanation (1-2
sentences) to justify inclusion in the analysis and its classification (i.e., why
it is relevant).
Identification of Alternatives (10 points)
In this section, you should list possible alternatives for resolving the problem
identified in the previous section. You should list three alternatives;
maintaining current strategy (status quo) can be an option if you believe it is
a viable choice. Be specific in the alternatives identified. For example,
“change pricing approach” is too broad; “use penetration pricing to gain
market share” is a more actionable alternative.
Note: Set up a separate section heading rather than combining Identification
of Alternatives and Analysis of Alternatives.
Evaluation of Alternatives (30 points)
This section will be where you thoroughly evaluate the three strategic
options you have identified. It should contain subheadings that correspond
with your three alternatives. Discuss both the pros and cons for each
alternative. Incorporate facts from your research to provide support for your
evaluation of pros and cons of each alternative.
The purpose of this section is lay out relevant facts for and against an
alternative. Ideally, thoroughly weighing facts in this section should lead you
to a clear recommendation.
Recommendation (15 points)
This section of the report should identify the alternative you recommend. It
should also have a rationale for why it is the best alternative. Also,
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communicate why your recommendation is superior to the other two
alternatives. You must choose one and only one alternative!
Notes
• In addition to the point values for each report section, writing quality
is worth 5 points of the 100-point total for the case analysis report
(spelling, grammar, organization and following guidelines).
• Your own research on Build-A-Bear Workshop is essential for
understanding its background as well as internal and external factors
relevant to the company. Cite sources in a Bibliography section at the
end of the document using APA style. To streamline the research
process, you are encouraged to contribute to a class bibliography of
information sources. You may use any sources from the shared
bibliography as long as you cite them in the bibliography for your
report.
• The report is due by 11:59 p.m. on Friday, October 9. Upload to the
dropbox folder for this assignment.
• Utilize the discussion topic set up for your case. You and 5-6 other
students are in a discussion group. Use the discussion topic to ask
each other questions, float ideas, or discuss the case in general. Keep
in mind that you will submit your own work; the discussions are to
help you during preliminary work on the case.
• This assignment is worth 20% of overall course grade.
Document Preparation
• Report should have cover page with case name and your name, course
info, & date
• Entire document should have 1” margin on all sides
• Use 12-point font, double-spaced
• Insert page numbers
• The six sections are the major headings (e.g., Background, Problem
Definition)
• In Evaluation of Alternatives section, each alternative should be
discussed under its own subheading
• Any sources used should be cited where appropriate in the report and
listed in a bibliography at end of report.
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