英语商业案例分析写作.ppt

1、The Case-Study MethodCase-Study The case studies require an approach that is different from normal homework assignments.Each case can have more than one right answer depending on how the problem is defined and which assumptions are made.In fact,your teacher may be more interested in the analysis and

2、 process you used to arrive at the decision than in its absolute correctness.Case-Study In some cases,the case writer(s)have provided questions to guide your analysis;in other cases it is up to you,the case analyst,to decide which questions are relevant in defining the problem.This too is by design.

3、In an actual situation you will have to decide which questions to ask,and certainly no one will give you a list of multiple-choice answers.This is why it is suggested that you not limit your analysis to the questions at the end of a case.FirstSecondThirdThe Seven Steps of Problem AnalysisCase Study

4、FrameworkA well-written report would contain these elementsMain Content1.Read the case thoroughly.To understand fully what is happening in a case,it is necessary to read the case carefully and thoroughly.You may want to read the case rather quickly the first time to get an overview of the industry,t

5、he company,the people,and the situation.Read the case again more slowly,making notes as you go.2.Define the central issue.Many cases will involve several issues or problems.Identify the most important problems and separate them from the more trivial issues.After identifying what appears to be a majo

6、r underlying issue,examine related problems in the functional areas(for example,marketing,finance,personnel,and so on).Functional area problems may help you identify deep-rooted problems that are the responsibility of top management.The Seven Steps of Problem Analysis Using an organized seven-steps

7、approach in analyzing a case will make the entire process easier and can increase your learning benefits.3.Define the firms goals.Inconsistencies between a firms goals and its performance may further highlight the problems discovered in step 2.At the very least,identifying the firms goals will provi

8、de a guide for the remaining analysis.4.Identify the constraints to the problem.The constraints may limit the solutions available to the firm.Typical constraints include limited finances,lack of additional production capacity,personnellimitations,strong competitors,relationships with suppliers and c

9、ustomers,and so on.Constraints have to be considered when suggesting a solution.The Seven Steps of Problem Analysis5.Identify all the relevant alternatives.The list should all the relevant alternatives that could solve the problem(s)that were identified in step 2.Use your creativity in coming up wit

10、h alternative solutions.Even when solutions are suggested in the case,you may be able to suggest better solutions.6.Select the best alternative.Evaluate each alternative in light of the available information.If you have carefully taken the proceeding five steps,a good solution to the case should be

11、apparent.Resist the temptation to jump to this step early in the case analysis.You will probably miss important facts,misunderstand the problem,or skip what may be the best alternative solution.You will also need to explain the logic you used to choose one alternative and reject the others.The Seven

12、 Steps of Problem Analysis7.Develop an implementation plan.The final step in the analysis is to develop a plan for effective implementation of your decision.Lack of an implementation plan even for a very good decision can lead to disaster for a firm and for you.Dont overlook this step.Your teacher w

13、ill surely ask you or someone in the class to explain how to implement the decision.The Seven Steps of Problem Analysis The following guidelines will help you write an effective case analysis.In business communications a short report is usually considered better than a long report.This does not mean

14、 that in your report you can skip key points,but rather that you state relevant points clearly and concisely.Do not include trivial matters.The high quality of your analysis or the brilliance of your insights will do you little good if your solution is not expressed clearly.The teacher is more likel

15、y to accept your solution even if he or she does not agree with it,if you are able to identify the issues,explain the analysis and logic that led you to choose a particular alternative,and lay out a good plan for implementing the decision.Case Study FrameworkA well-written report would contain the f

16、ollowing elements:1.Title page-including reasons and purpose.2.Executive summary-of the problem,the issues and the recommendations.This is a concisely written statement,less than one page,placed at the front of the report.It briefly summarizes the major points of the case and your solution.It should describe the major issue,the proposed solution,and the logic supporting the solution.A well-written report would contain the following elements:3.Introduction-to the problems and purposes-and includi