Session 8 Flashcards
1
Q
What are 5 steps of case analysis?
A
- Define the marketing problem
- Situation analysis: controllable factors
- Situational analysis: uncontrollable factors
- Evaluate alternative strategies
- Recommendations and conclusion
2
Q
How to define a problem?
A
Ask yourself what is the major questions of the case
(+ other smaller questions within the case)
3
Q
What is organizational scanning?
A
Identification of capabilities and limitations of a business (SW in SWOT)
4
Q
What type of analysis does situational analysis require (controllable and uncontrollable)?
A
SWOT
Controllable: SW
Uncontrollable: OT
5
Q
What is environmental scanning?
A
Identification of current states and trends of a market (OT in SWOT)
6
Q
What type of analysis to evaluate alternatives?
A
Breakeven analysis
