ADMN 2100H Lecture Notes - Lecture 6: Case Report
20 Jun 2018
School
Department
Course
Professor
ADMN2100H: Introduction to Marketing
Thursday, February 15, 2018
Week 6 – Methodology
Coastal Wine
What are the target segments?
Could there be any others?
What other information might be useful to help them make a decision?
Are there any crazy options?
-Known for red wine, don’t produce a lot of white wine
The Analytical Problem Solving Approach
1. Define the problem
a. Develop a problem statement
b. Identify desired state or goals
c. Identify causes, driving issue(s)
2. Generate alternatives
a. Generate multiple solutions
b. Determine best solution
3. Evaluate alternatives
a. Develop and assign criteria weights
b. Apply criteria
c. Select best solution
4. Implement solution
a. Divide solution into sequential tasks
b. Develop contingency pans
c. Monitor action plan and evaluate results
Background section of case report
-Problem or opportunity statement – a sentence that says what it is this report is going to address
Research Tips
-Make a note of the obvious
Winning Research
-Start with information in the case and go deep
-Make a list of what you would like to know but its not in the case
-Do an onion search
oGoing deep with the information in the case
-Three good alternatives
-Need numbers
So Now You Have:
-done the 10,000' fly over and have a good handle on the terrain
-done exploratory research
-have tons of ideas
-made some connections
-have some ideas
-done some confirmation research
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Known for red wine, don"t produce a lot of white wine. The analytical problem solving approach: define the problem, develop a problem statement b. Identify causes, driving issue(s: generate alternatives, generate multiple solutions, determine best solution, evaluate alternatives, develop and assign criteria weights, apply criteria, select best solution. Implement solution: divide solution into sequential tasks, develop contingency pans, monitor action plan and evaluate results. Problem or opportunity statement a sentence that says what it is this report is going to address. Start with information in the case and go deep. Make a list of what you would like to know but its not in the case. Do an onion search: going deep with the information in the case. So now you have: done the 10,000" fly over and have a good handle on the terrain done exploratory research have tons of ideas. Made some connections have some ideas done some confirmation research narrowed down the possibilities to three good alternatives.
