Applied Business Strategy case study
BUS 290 Case Study S21

BUS 290 Case Assignment Instructions July / August 2021 Case Instructions

• This case will be prepared individually. • You will submit a report of about 1200 to 1500 words. Submit in Word format (not

Pdf or Pages). • Your main task for this case is to recommend a viable strategy for Urban Axes.

Case Purchase

We are using a Ivey case this term – Urban Axes. You will need to register as a student and then access the Course pack for the case. The case costs $4.50 CAD. Do NOT share your case – this is a copyright violation. I will be checking the course pack list and will only mark cases from students who have completed the case purchase.

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the prompts to complete the registration. If registering, choose the “Student User” role.

3. Click on this link or copy into your browser: https://www.iveypublishing.ca/s/ivey- coursepack/a1R5c00000FA5CoEAL/applied-business-strategy

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BUS 290 Case Study S21

Case Preparation Procedure This is how to analyze the case, NOT how to write up or organize the written report. Refer to the “Preparing a Case Study: General Guidelines” (on our D2L) for greater detail on case preparation. 1. Identify the problem(s) or issue(s).

a. Try to isolate this to a main problem as there may be many. b. Think about who are the main players in this case and what decisions are they

faced with. c. Which will address the most symptoms of the problem d. If there is more than one problem that you wish to address you will need

alternatives, recommendations and implementation plans for each problem you chose to address, so think carefully about this.

2. Analyze the case data.

a. Identify the constraints or considerations given. b. Gather pertinent information (from the case) and perform analysis.

i. Remember to carefully analyze the financial information and other numbers provided.

ii. Consider any available information from the 4 Cs (Company, Consumer, Channel, Competition) and TREES (Technology, Regulatory, Ecological, Economic, and Social/Cultural), PESTEL, VRIO, or other environmental / assessment tools that you choose to use.

iii. Consider the resources, people, and process information provided. Often problems are related to one or more of these.

iv. Conduct a SWOT analysis. What do you learn from this?

Hint: When you are working through the case, some particular things to consider are:

• What external factors affect Urban Axes’ competitive position? How do these factors affect the strategy? You should think about using the Five Forces as a tool for the analysis.

• What generic business strategy has Urban Axes chosen to pursue? • What are Urban Axes’ resources? How is Urban Axes’ strategy affected by its

resources? 3. (Optional approach – recommended) Think about the criteria you will use to choose the

best path forward. a. What will the “solution” have to have / provide / achieve in order for it to be

appropriate? b. This may be amended to or changed once alternatives are generated.

BUS 290 Case Study S21

4. Generate the alternatives / options. Some are given in the case, but you may come up with others.

a. You should discuss and describe at least three alternatives. b. There should be enough detail provided so that the reader easily understands

what each alternative / option entails.

5. Decide how you are going to make your decision when evaluating alternatives. a. What are the most important criteria? b. Which are less important? c. How do you know? d. What symptoms or issues affecting or affected by the problem will they solve, or

aggravate?

6. Analyze and evaluate the alternatives according to the criteria you have chosen. a. Make sure that you have addressed the following considerations:

i. Does the chosen alternative fit with the SWOT? (implies you have done one)

ii. What are the positives and negatives of the strategy you are pursuing? 1. Here you should set out the pros and cons of each alternative in

comparison to your decision criteria. You may wish to consider: • What inputs are required and at what cost? • What outputs / outcomes are achieved at what value?

7. Select the preferred alternative / option.

a. Justify your choice. b. Describe or summarize how the alternative is superior to the others discussed.

8. Develop the action plan

a. What are the specifics to the implementation? b. Consider resources required, timelines.

Structure of the Written Report

1. Title page 2. Introduction and Summary of Key Facts that are important to your analysis 3. Data Analysis 4. Problem (Issue) Statement 5. Alternatives / Options Generation 6. Key Decision Criteria and Constraints 7. Alternative Analysis 8. Recommendations 9. Detailed Action and Implementation Plan 10. Exhibits and Calculations (if merited)