CASE WRITE-UP: SHORT MEMO FORMAT
This is the suggested format for writing-up a brief case analysis. You can use bullet-points
format to present your arguments. If your case memo exceeds 2 pages, it is TOO long!
1. EXECUTIVE SUMMARY (ONE SHORT PARAGRAPH)
This very short paragraph states the problem you are facing, your objectives, and your
recommendation.
State the problem you need to solve.
State your objective (e.g., growth, profitability, developing strategy in response to
competitive moves or changing tech/ consumer environment, etc.)
Briefly state your recommendation (WHAT and main reason WHY, but not HOW)
Checklist
Is the situation/ problem clear?
Is there a clearly stated purpose/objective?
Is the recommendation clear and consistent with the objective and situation?
2. SITUATION ANALYSIS (ONE PARAGRAPH)
This paragraph explains why we are talking about this today and what we are dealing with.
Highlight what brought us to this moment, why we are in this position, what brought
about the need to make this decision.
Discuss the most important factors affecting your decision and relevant constraints
imposed by the environment: Company (budget, capabilities, technology, people, etc.),
Customers (segmentation, decision making process, tastes, etc.), Competition
(capabilities, resources, objectives, strategy, etc.), but also Collaborators, and Context.
This section is both brief and factual.
Checklist
Is the situation clear, concise, and easy to understand?
Does it explain why action is needed now?
Does the appropriate sense of urgency come across?
3. RECOMMENDATION (ONE or TWO PARAGRAPHS)
Here, you detail what to do, and what not to do.
First, state your options.
Then, state your recommendation and the details of “what,” “when,” and “how.”
o This section should be very specific. The reader should be able to read this and
know how to carry out this recommendation.
Provide top reasons for WHY your recommendation is the best option, 2-3 solid reasons
are typical (reference your exhibits if necessary).
o Analysis should address relevant quantitative issues such as CLV, EVC, B-E,
cannibalization, etc.; as well as qualitative issues such as reasons why consumers
buy the brand, impact on other brands of the firm, impact on retail relationships,
competitive reactions, etc.
Last, list the rejected options and main reasons for rejecting them.
Checklist
1
Is the recommendation clear and actionable? Could someone else implement it?
Does it show how the recommendation will put the firm at a competitive advantage?
Does the basis for recommendation appropriately consider:
o Consistency with core competencies and mission/ resources of the company?
o Financial Attractiveness (e.g., ROI, break-even)?
o Market size and structure (segmentation), category trends?
o Consumers (builds on important insights)? Competitors?
Are all assumptions explicitly stated (e.g., growth rates, market size)? These could be
stated in exhibits/attachments.
Is the analysis thorough with key alternatives fairly considered?
Risks associated with recommendation are properly addressed? In other words, don’t
just state the risks but try and address them through your recommendation(s).
4. NEXT STEPS (ONE SHORT PARAGRAPH)
Specify date and action needed (what will be done, by whom, and by when)
Contingency plans if needed.
Long-term vision for the firm.
Checklist
Are the next steps clear?
If appropriate, lay out timeline with key milestones to implement recommendation.
If appropriate, lay out other issues that need to be considered/addressed in the future.
5. EXHIBITS
An Exhibit can be a graph, grid, or simple table.
Exhibits need to be self-explanatory: Label your exhibits, List assumptions used in
calculations (do not assume that the reader can read between the lines, state every
assumption explicitly). The point of the Exhibit should be instantly clear.
Exhibits should be cited in the text of your write-up.
You can use exhibits to simplify presentation of pro- and con- arguments for the various
options by summarizing key benefits/ disadvantages along the 3Cs framework, presenting
CLV or EVC to various segments, etc.
Checklist
Is the analysis precise, accurate, and data-based?
Are the exhibits clearly laid out, titled, and referenced in the write-up?
Is every assumption explicitly listed?
NOTE: Every case may not include every element described above. The specific case
will dictate what must be included. Focus on the most important arguments
and analyses.
