Framework for Case Analysis

What is a case?
A case is a real or hypothetical situation or story---usually a true story, but not always-
--that illustrates business and managerial communication theories and concepts, you
are studying in a course and/or presents a problem or series of problems for you to
solve.
 A case usually ends with a dilemma faced by a particular character in the case.
 Sometimes a case will be accompanied by a set of questions, usually theory-
based, that your instructor expects you to answer.
 Some questions will be devoted to figuring out the problems rooted in the case
and the causes of those problems; others will ask you to determine a course
of action to take in the future.
Your instructor may give you several conceptually-based questions to use to analyze
the case and instruct you to write a paper: (1) answering these questions, (2)
identifying the most important problems of the case based on your answers to the
questions, and (3) recommending a course of action, given the problems that you have
identified. Sometimes your instructor will ask you to answer a set of questions using
theories, models or concept that you have been studying, your instructor may also ask
you to identify problems and recommend solutions. This type of paper may be
organized in the following manner.
A. Introduction
-In a few sentences describe the case
-In a sentence or two, tell the reader how your paper will be organized, i.e. what the
major sections will be and the order in which they will be presented.
B. Body (should include three major sections: analysis of questions, with a sub-
heading for each question; identification of problems; recommended solutions)
Analysis of Questions
Within each sub-heading, identify the question that you are seeking to answer. Then:
1. Define the concept (theory, model) on which the question is based. If your instructor
asks you to do so, quote the definition from the text or relevant readings; this will
ensure that you are working with the appropriate conceptual material and that you
have a framework for organizing evidence from the case.
2. Present evidence that seems relevant to all or some portion of the definition that
you quoted in (1). If your instructor asks you to do so, quote that evidence; you often
will wish to tell your reader where this evidence it is located in the events of the case
by identifying what is happening at that moment in the case. For each piece of
evidence presented, also be sure to tell your reader in your own words how the piece
of evidence you just quoted fits all or some part of the definition you quoted in (1).
3. Repeat (1) and (2) as many times as necessary: to search for evidence concerning
all elements of the concept, theory or model, not just the ones for which evidence is
easy to find; and to locate all relevant evidence from the case, not just an obvious
example or two.
Note: Sometimes you will be unable to find evidence relevant to a particular part of the
definition. When this happens, be sure to acknowledge explicitly that you were unable
to locate evidence.
4. When you have finished your presentation of the evidence, express in your own
words how you would answer the question postured about the case. Be sure to:
describe how confident you are about your conclusion, given the amount of evidence
you have found; and describe how your conclusion is affected by the direction of the
evidence
(E.g. the evidence all points in one direction, is evenly divided, or is mixed but slightly
weighted in one direction).
Identification of Problems
1. Identify the key problems that must be solved. Explain with reference to your
analysis of the questions above.
2. Also, identify problems that are less central but still deserving of attention as well as
problems that can safely be ignored for the foreseeable future.
Recommended Solutions
Present detailed recommendations addressing the problems identified above. Present
a rationale for your recommendation that anticipates challenges and counter-
arguments. Your rationale should address at least the following issues:
-how the recommended course of action will be perceived by each stakeholder.
-how the recommended course of action will affect other problems that must be
resolved.
-how you plan to implement the recommended course of action
-the difficulties you expect to encounter in actually implementing the course of action
under consideration.
-how implementing the course of action you propose may create new problems.
-how uncertainties in your evidence and assumptions you have made during your
analysis might affect the courses of action that you are considering.
C. Conclusion
Briefly summarize the essential difficulties posed in this case and the relevance of your
recommended solutions.
Sample Case Analysis Question

Q: Read the following mail carefully and answer the questions asked below.

From: accessco.gmail.com
To: [Team Staff List]
Subject: Social media strategy
All
The consult we discussed at last week’s status meeting is available to meet next
Tuesday. This guy has helped a number of customer service organizations, and he’ll
be available to give us some advice and figure out what our needs are.
Let’s not waste this opportunity to learn more about social media tools for customer
service. I’d like everyone to prepare some intelligent questions ahead of time. We’ll
forward them to Mr. Johnson so that he can think about them before the meeting. I
was rather disappointed last time we brought in an expert like this. I have to beg these
people to talk to us, and most of you just sat and started during the Q&A session.
Details
Tuesday
10:00 am. To whenever
Mt. Everest Hall
I consider it very important for everyone on the team to be at this meeting, but if you
won’t attend, at least try to phone in so you can hear what’s going on.
Adam
Questions:
A. Analyze whether the mail is effective or ineffective. Be sure to explain why.
B. Rewrite the mail so that it fulfills the criteria for effective writing.

Solution
A. Analyze whether the mail is effective or ineffective. Be sure to explain why.
Ans: The given case is an example of a mail written and sent from the company
access coordinator to the staffs informing about social media strategy meeting. In this
mail, the coordinator reminds of last meeting and makes a request to attend the next
meeting, so that they can learn about social media tools for customer service from the
expert Mr. Johnson.
Since it is an official mail, it lacks some important features of effective communication.
This mail tends to be ineffective due to the following reasons:
 The subject is not clear and the date is not included
 Greeting “All” is not specific
 Opening paragraph fails to provide necessary background information for
anyone who missed the meeting.
 “Let’s not” in the second paragraph has a negative tone.
 The request for the action in the second paragraph fails to clarify who needs
to do what, how and by when.
 The information doesn’t seem to be clear and factual.
  The persuasive form of language is not addressed properly.
 “I consider it very important to everyone” seems to be threatening to the team.
 The writer fails to provide alternative contact information for raising any
queries.
 There lacks closing words like “Thanks/ Thank you.”
 It lacks contact number of the office and sender’s position in the office.

B. Rewrite the mail so that it fulfils the criteria for effective writing.
Ans: If we address and fulfil the gaps which were found in the above-mentioned mail,
then it becomes more effective than the previous one. The rewritten form of the mail
to fulfil the criteria for effective writing can be as follows:
From: accessco.gmail.com
To: [Team Staff List]
Subject: Social media strategy meeting. Tues.10
Dear Team Staffs
The social media consultant we discussed at last week’s status meeting is available
to meet with us next Tuesday at 10:00 am. For those of you, who missed the meeting,
David Johnson has helped a number of organizations use social media tools to
improve customer service programs. He has agreed to spend several hours with us to
answer any questions we have about these technologies.
This meeting is a great opportunity for us to learn about important innovations in
customer service, so let’s make sure we get the maximum out of it. I’d like each of the
project leaders to brainstorm with your groups and prepare questions that are relevant
to your specific parts of the social media project. Please email these questions to
peter.gmail.com by the end of next Sunday, and he’ll forward them to Mr. Johnson
before the meeting.
Details
Tuesday, March 10
10:00 am.to 2:00 pm.
Mt. Everest Hall
For those of you, who can’t attend in person, please dial in on the conference line. You
will be able to see the power point slides as usual. If you have any queries about the
meeting, feel free to drop by my office any time on Friday.
Thanks
Adam

Adam Smith
Office Access Coordinator
Office: 0399 4320000
Mobile: 984100000