BTS & Army
All written cases need to be done according to this format. This format will help you focus on key elements of the case and express them in a concise manner. Please use headings and number recommendation and rationale points as indicated below.
CASE: BTS & Army (file attached)
BACKGROUND
This section should summarize the key facts of the case. Include only those facts which are needed to understand the recommendations. This section should end with a clear, concise statement of the “problem” or “opportunity” facing the company.
NOTE: This section should be no longer than 1 double-spaced typed page.
RECOMMENDATION
This section should only contain your recommendation. DO NOT INCLUDE ALTERNATIVES YOU HAVE CONSIDERED BUT HAVE DISCARDED. Your recommendation should be thorough, complete and include all details of what you recommend. Why you recommend the content of the recommendation is NOT to be included here. This section should be numbered point by point as follows:
1.
2.
3.
4.
The number of recommendation point will vary case by case or person by person. This is simply a way to order your paper so that it can easily be followed.
RATIONALE
This is an extremely important section. Consider yourself a middle level manager making a presentation to the Vice President of Marketing. You must convince her/him that the company should commit funds to making the recommendation a reality. You must develop a convincing compelling argument. To do this, you must use facts to support your recommendation. You must also use facts to rule out alternative recommendation. In other words, you must show that the alternatives are not as good as the recommendation you have put forth.
The best facts use data, business numbers and calculations to support a recommendation. Whenever possible, play with the numbers to see if they support your intuitions. For example, if you say that the company will increase its market share, see if there are numbers you can use to support your recommendation. If you say profit will increase, do a pro forma P & L to show that advertising expenses can go up making sales go up and increasing profit. Note, however, that this will not be possible for some cases.
Your opinions and attitudes are usually not suitable for the rationale. For example, this sentence, The ABC Corp. should introduce a new size widget, because it would be good for business is not rationale, but the opinion of the writer. Whether you like or dislike something can help formulate your recommendation, but it will not provide a compelling and convincing argument for management.
This section should also be numbered to correspond with the recommendation section.
1.
2.
3.
4.
This section will be the longest section of your paper. If there is any doubt in your mind as to whether you have complied with the “rules,” reread your rationale. Are you convinced? Have you used data whenever possible? Has your opinion crept in? Are you merely restating your recommendation?
NEXT STEPS
This section is to be short, no longer than 2-3 paragraphs. DO NOT RESTATE THE RECOMMENDATION HERE. Simply, state the next 2 or 3 steps which need to be taken to implement the recommendation. If the advertising is to be changed, then the next step is to meet with the ad agency. If a new product is to be developed, R & D neeaqwds to be consulted, etc
