英语商业案例分析写作.ppt

英语商业案例分析写作.ppt

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,Case-Study,Thecasestudiesrequireanapproachthatisdifferentfromnormalhomeworkassignments.Eachcasecanhavemorethanonerightanswerdependingonhowtheproblemisdefinedandwhichassumptionsaremade.Infact,yourteachermaybemoreinterestedintheanalysisandprocessyouusedtoarriveatthedecisionthaninitsabsolutecorrectness.,Case-Study,Insomecases,thecasewriter（s）haveprovidedquestionstoguideyouranalysis;inothercasesitisuptoyou,thecaseanalyst,todecidewhichquestionsarerelevantindefiningtheproblem.Thistooisbydesign.Inanactualsituationyouwillhavetodecidewhichquestionstoask,andcertainlynoonewillgiveyoualistofmultiple-choiceanswers.Thisiswhyitissuggestedthatyounotlimityouranalysistothequestionsattheendofacase.,First,Second,Third,TheSevenStepsofProblemAnalysis,CaseStudyFramework,Awell-writtenreportwouldcontaintheseelements,MainContent,1.Readthecasethoroughly.Tounderstandfullywhatishappeninginacase,itisnecessarytoreadthecasecarefullyandthoroughly.Youmaywanttoreadthecaseratherquicklythefirsttimetogetanoverviewoftheindustry,thecompany,thepeople,andthesituation.Readthecaseagainmoreslowly,makingnotesasyougo.,2.Definethecentralissue.Manycaseswillinvolveseveralissuesorproblems.Identifythemostimportantproblemsandseparatethemfromthemoretrivialissues.Afteridentifyingwhatappearstobeamajorunderlyingissue,examinerelatedproblemsinthefunctionalareas（forexample,marketing,finance,personnel,andsoon）.Functionalareaproblemsmayhelpyouidentifydeep-rootedproblemsthataretheresponsibilityoftopmanagement.,TheSevenStepsofProblemAnalysis,Usinganorganizedseven-stepsapproachinanalyzingacasewillmaketheentireprocesseasierandcanincreaseyourlearningbenefits.,3.Definethefirmsgoals.Inconsistenciesbetweenafirmsgoalsanditsperformancemayfurtherhighlighttheproblemsdiscoveredinstep2.Attheveryleast,identifyingthefirmsgoalswillprovideaguidefortheremaininganalysis.,4.Identifytheconstraintstotheproblem.Theconstraintsmaylimitthesolutionsavailabletothefirm.Typicalconstraintsincludelimitedfinances,lackofadditionalproductioncapacity,personnellimitations,strongcompetitors,relationshipswithsuppliersandcustomers,andsoon.Constraintshavetobeconsideredwhensuggestingasolution.,TheSevenStepsofProblemAnalysis,5.Identifyalltherelevantalternatives.Thelistshouldalltherelevantalternativesthatcouldsolvetheproblem（s）thatwereidentifiedinstep2.Useyourcreativityincomingupwithalternativesolutions.Evenwhensolutionsaresuggestedinthecase,youmaybeabletosuggestbettersolutions.,6.Selectthebestalternative.Evaluateeachalternativeinlightoftheavailableinformation.Ifyouhavecarefullytakentheproceedingfivesteps,agoodsolutiontothecaseshouldbeapparent.Resistthetemptationtojumptothisstepearlyinthecaseanalysis.Youwillprobablymissimportantfacts,misunderstandtheproblem,orskipwhatmaybethebestalternativesolution.Youwillalsoneedtoexplainthelogicyouusedtochooseonealternativeandrejecttheothers.,TheSevenStepsofProblemAnalysis,7.Developanimplementationplan.Thefinalstepintheanalysisistodevelopaplanforeffectiveimplementationofyourdecision.Lackofanimplementationplanevenforaverygooddecisioncanleadtodisasterforafirmandforyou.Dontoverlookthisstep.Yourteacherwillsurelyaskyouorsomeoneintheclasstoexplainhowtoimplementthedecision.,TheSevenStepsofProblemAnalysis,Thefollowingguidelineswillhelpyouwriteaneffectivecaseanalysis.Inbusinesscommunicationsashortreportisusuallyconsideredbetterthanalongreport.Thisdoesnotmeanthatinyourreportyoucanskipkeypoints,butratherthatyoustaterelevantpointsclearlyandconcisely.Donotincludetrivialmatters.Thehighqualityofyouranalysisorthebrillianceofyourinsightswilldoyoulittlegoodifyoursolutionisnotexpressedclearly.Theteacherismorelikelytoacceptyoursolutionevenifheorshedoesnotagreewithit,ifyouareabletoidentifytheissues,explaintheanalysisandlogicthatledyoutochooseaparticularalternative,andlayoutagoodplanforimplementingthedecision.,CaseStudyFramework,Awell-writtenreportwouldcontainthefollowingelements:

1.Titlepage-includingreasonsandpurpose.,2.Executivesummary-oftheproblem,theissuesandtherecommendations.Thisisaconciselywrittenstatement,lessthanonepage,placedatthefrontofthereport.Itbrieflysummarizesthemajorpointsofthecaseandyoursolution.Itshoulddescribethemajorissue,theproposedsolution,andthelogicsupportingthesolution.,Awell-writtenreportwouldcontainthefollowingelements:

3.Introduction-totheproblemsandpurposes-andincludinganynecessarybackgrounddetailthatneedstobeincluded.,4.Problemstatement-analysisofthesituation,theissuesandtheproblems.Presentthecentralissue（s）ormajorproblem（s）inthecasehere.Donotrehashthefactsofthecase;assumethatanyonereadingthereportisfamiliarwiththecase.,Awell-writtenreportwouldcontainthefollowingelements:

5.Alternatives.Discussallrelevantalternatives.Brieflypresentthemajorargumentsforandagainsteachalternative.Besuretostateyourassumptionsandtheimpactofconstraintsoneachalternative.,6.Conclusion.Presenttheanalysisandthelogicthatledyoutoselectaparticularsolution.Alsodiscussthereasonsyourejectedtheotheralternatives.,Awell-writtenreportwouldcontainthefollowingelements:

7.Recommendations-includingimplementationimplications.Outlineaplanofactionthatwillleadtoeffectiveimplementationofthedecisionsothatthereadercanseenotonlywhyyouchoseaparticularalternativebuthowitwillwork.,8.Exhibitsandappendices-whichshouldalwaybecross-referencedinthemainbodyofthereport.,Thankyou!