Written Case grading scheme

Required Section Headers
Executive Summary

Problem Statement (Issues to be resolved) Analysis (External)

Required Elements (use some as sub-section headers where relevant) Concise definition of the problem
Highlights of the findings and recommendations
Outline how success can be realistically achieved
Show benefits of the recommendation to the organization
Key statement of the report
1 or 2 sentences
Alerts the reader about where the analysis is headed
Based on fundamental factors rather than symptoms
Briefly stated with a clear focus for developing alternative strategies
Reflects the most strategic management priority
Culture; Demographics; Social trends; Technology; Economic;
Political / Legal

% of total 10

Grading Criteria
9-10 excellent
7-8 good
5-6 satisfactory
1-14 below expectation

5

5 - excellent
4 - good
3 - satisfactory
1-2 below expectation

15

13-15 excellent
11-12 good
9-10 satisfactory
1-8 below expectation
13-14 excellent
11-12 good
9-10 satisfactory
1-8 below expectation

Analysis (Internal)

Mission Statement and Goals
Company and Corporate Partners (including Suppliers and
Distributors): Resources and capabilities; Financial Resources;
Management, Marketing and Technical Talent; Technology and
Intellectual Property; Brand Image; Product; Promotion; Price; Place

14

Customers and Competitors

Segmentation, Targeting and Positioning by the company and by it's competitors 14

13-14 excellent
11-12 good
9-10 satisfactory
1-8 below expectation

1

Present 2 or 3 alternative courses of action
Strategy always includes the choice of a target market and the decision on how the market is served
Each alternative must outline as well as differ on:
What is the target market?
What needs will be met and how?
Make sure to define the decision criteria (i.e., the factors using to choose from among the alternatives) and how each alternative compares in them.
Tabulate your findings
Choose only one alternative based on the issues and analysis
Include key supporting facts (often SWOTs) and analysis