1 - Read the case through completely without taking notes or highlighting.

• What is the overall feel? Is the company doing well? Poorly?
• Be able to spell out the major trends at three levels:
• Company
• Industry
• Environment outside the industry
• What is the current strategy and objectives of the organization? How successful has this strategy been?

2 - Read the case a second time, taking notes and highlighting as appropriate.

• Obtain further information to clarify and verify your conclusions in step 1.
• Gather information needed to answer the specific case questions and apply the specific assigned theories.
• Be sure to differentiate between facts and opinions.
• Note that some words that have specific meaning in the course (such as issue) may have a different meaning when used in the case.
• Except for the research case, all the facts you need are in the case. The only other material would be an industry note or case on a competitor, if in the case book. It is, of course, assumed that you are aware of general environmental trends outside the company and industry. Do not do outside research or call the company; this only serves to add confusion and is not helpful.

3 – Write the case

• Understand the question.
• Listen to the class instructions on answering the case.
• Organize our thoughts and write clearly.
• In general, all questions except the last one should be factual, with no opinions. The last question is the place for your opinion.
• Support all summaries, conclusions, and opinions with facts.
• You must be able to demonstrate:
• Analysis – breaking the problem down to the core issues.
• Synthesis – coming up with a holistic view and solution.
• Consistency – facts and reasoning must be internally consistent.
• Reference everything that is not your own thoughts.

4 – Review what you have written

• Obvious things like spelling, grammar, and references. Are all the pages there?
• Do you answer the question that is asked? All parts of all the questions?
• Is your recommendation limited to ONE strategy?
• Does your strategy make sense in terms of size, cost, impact, and risk?
• Does it match values, mission, and internal/external environment?
• Recommendation must be actionable and stated as such. Absolutely no theoretical answers nor recommendations to do studies will be accepted.

5 – Go back and read your final proposal

• Does it make sense in terms of what you determined in step 1?
• How will customers and competitors react? Does it still make sense?