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Overview and Background:
First, provide an overview of the problem to show the reader that you know what the key elements are and to
provide the reader with background for understanding your analysis, interpretation, and recommendations.
The case will have information in it that is interesting but not critical–leave that out. If the facts are merely
restated, the reader could get the information by reading the case, not your report.
The overview should omit wordy and extraneous ideas, point up objectives, and state motivations and
underlying needs, and state what actions or solutions the company took. The overview should be a minor
percentage of the paper, not the major portion.
Evaluation and Recommendations:
This is the major portion of the analysis and will normally take up more room than the overview.
In the analysis, comment on the facts, don’t merely restate them. Analyze the effectiveness of what was done
and its current impact. Pay attention to necessary details. State WHY you have certain opinions, don’t merely
state the ideas without explanation.
Try placing yourself in the case as an insider who could do something. Ask yourself, what would I do if I were
the President or key official, then recommend those actions. Take a stand and back it up with objective
information.
Support your statements of analysis and interpretation with FACTS, not inference or feelings. Avoid general
subjective statements such as the job they did was “very well done,” or “I feel they did a good job.”
Use original information–primary and secondary data. You are not limited to the facts in the case. Check library
databases for the latest newspaper and general periodical articles covering the company or the case. Try
getting input from people as to their opinions about what was done by the company. Phone someone at the
company for an update.
ANSWER the case questions after you have presented the case summary, analysis and evaluation; or include
it in your case summary.
PRESENT your case analysis well. Use a title page, Table of Contents, abstract, cite within the body of the
paper, use spell/grammar checks, proofread several times, and finalize with a References (bibliography) page
– all this per APA format guidelines. Appearance and proper English can add significantly to the impact of your
analysis and the presentation of it to the reader.
CITE WITHIN THE BODY OF THE PAPER per APA. After a quote or a fact that should be credited to another
author (aka, you did not come up with the idea/fact yourself), in parentheses put the author’s last name then
either the year of publication or the page referenced page number (just the number, not the “p.”). It should look
like this: (Aaker 2011). You do not need a comma between the two. Make sure this source is listed in your
bibliography (Reference) page.
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