What a case study analysis is
A case study analysis examines a real or realistic situation, usually a business, and applies theory to explain what is happening, evaluate options and recommend what to do. It is not a summary of the case. The marker wants to see your analysis and reasoning.
The core tasks are to identify the key issue or issues, analyse causes using evidence from the case and appropriate frameworks, weigh alternatives, and recommend an option with justification.
Reading the case actively
Read the case at least twice. On the first read, get the overall picture. On the second, highlight facts, figures, quotes and stakeholders. Note the timeline and who has the decision to make.
Ask: What is the central problem? What caused it? What constraints exist (money, time, people)? Which facts are relevant and which are background? Keep a list of evidence with page references so you can cite them later.
Choosing frameworks (SWOT, PESTLE, Porter)
Frameworks organise your analysis, and they work only if you apply them to the case.
- SWOT: internal strengths and weaknesses against external opportunities and threats.
- PESTLE: political, economic, social, technological, legal and environmental factors in the wider environment.
- Porter's Five Forces: industry competition, based on rivalry, new entrants, substitutes, buyer power and supplier power.
Choose the ones that fit the question, and use two or three at most. Do not just list points: explain what each one means for the decision.
Structure of the write-up
A common structure is:
- Executive summary
- Introduction and background
- Problem or issue identification
- Analysis (with frameworks and evidence)
- Alternatives and evaluation
- Recommendation
- Implementation plan
- Conclusion
- References
Check your brief for the required headings. Keep the background short, because the reader knows the case, and spend most of your words on analysis.
Recommendations and justification
State your recommendation clearly and explain why it is better than the alternatives, using criteria such as cost, feasibility, risk and fit with the company's goals. Support it with evidence from the case and the theory you used.
Add a short implementation plan: who does what, in what order, with what resources, and how success will be measured. Mention risks and how to reduce them. If the case lacks information, state your assumptions.
Common mistakes
Common mistakes include:
- Retelling the case instead of analysing it.
- Using a framework as a list without drawing conclusions.
- Recommending something not supported by the analysis.
- Ignoring the data or constraints in the case.
- Using outside facts that contradict the case without saying so.
- Giving vague recommendations such as "improve marketing".
Keep every claim tied to evidence and make sure your recommendation answers the problem you identified.