1. How to answer Case Studies
in Marketing
With special reference to Product Management
in BSc. Marketing Management ( Special)
Degree Part III at University of Sri Jayewardenepura
Sri Lanka.
Facilitator: Maxwell Ranasinghe

2.  Case study method places student in
simulated business environment
 It substitutes the student as the
business manger who take decisions
 So the student will develop and ability
to take decisions
 Skills on critical thinking

3.  No case will give the student all the
information required to take a
decision
 So the student have to take logical
assumptions
 Most of the cases are answered by
way of class presentations and written
reports
◦ Presentation skills
◦ Report writing skills

4.  Further many cases are discussed in the
class
 Student should develop
◦ Listening skills
◦ Skills in making objections
◦ Skills in defending ones answers
If students to learn through case studies they
should attend the days that the presentations
are made and actively participate in
discussions and write the answer on the
same day.

5.  There are many ways that a case in
marketing can be answered.
 We would discuss one common
framework for answering marketing case
studies.
 - Forming a basic idea of the case
 - Problems and opportunities
 - Generation of alternative answers
 - Evaluation of alternatives
 - Decision

6. 1. Analyse and form a basic idea of
the background of the case.
Nature of the industry, historical
setting of the company, management
structure, corporate culture, staff
relations, market share and status in
the market, customer
analysis, products
offered, demand, growth
patterns, stage of the PLC, nature of
competition, macro factors of
environment etc.

7.  2. Find out the symptoms
- Facts given in the case should be
reviewed well
- Make effective analysis of financial
and other quantitative information
- Make reasonable assumptions
- Find out the symptoms of the
problem/problems

8.  3. Analyse symptoms and find out the
basic problem or problems.
Theoretical explanation could be
made.
 4. Develop alternatives solutions to
problem/problems
 5. Be open about making a critique on
alternatives
 6. Discuss the pros and cons of
alternatives
 7. Propose a clear decision

9.  How case studies are done for
Product Management at University of
Sri Jayewardenepura
◦ a case study will be given before the
class
◦ A group Discussion will be held
◦ Group presentations will be made
◦ Answers will be individually written and
handed over at the end of the session.