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How to Prepare a Business Case

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How to prepare a Business Case

Mediante la discusión de casos se solicitan alternativas que solucionen los problemas que pueda enfrentar la empresa evaluada. Los estudiantes o el profesor pueden retar la creencia y validez de las alternativas presentadas. Estos retos se hacen de manera constructiva para llevar al estudiante a desarrollar destrezas analíticas y de comunicación. El análisis de Casos ayuda a identificar el problema de una firma y a proponer acciones estratégicas que ayuden a la empresa a mejorar su competitividad. “The Case Method” ayuda al estudiante posicionándolo en el lugar de un gerente que esta enfrentando un problema con su empresa. Este tipo de análisis consiste en un alto nivel de dedicación, de trabajar en un tiempo limitado en el cual se trabaja en grupos. Lo interesante es que cada integrante de cada grupo ha tenido experiencias diferentes y por lo tanto tienen diferentes puntos de vista y diferentes alternativas o aportaciones. Este tipo de acercamiento ayuda a los grupos a estar expuestos a diferentes alternativas y abrirse a otras maneras de ver las cosas.
Para desarrollar un análisis de Caso efectivo se necesita seguir con los siguientes seis pasos que ayudarán al desarrollo de un análisis oral o escrito:
1. Ganar familiaridad que consiste en información general: quien, que, como, donde y cuando (hechos críticos del caso).
2. Reconocer los síntomas: esto se refiere a indicadores de problemas o de que algo no esta como se espera (no se esta obteniendo el éxito esperado).
3. Identificar Objetivos: Identificar todos los objetivos de los diferentes grupos de interés.
4. Conducir el análisis: Decidir las ideas, modelos y teorías útiles.
5: Hacer el diagnostico: Identificar que posibles dificultades o dilemas pueden enfrentar o están enfrentando. Identificar las discrepancias entre las metas/objetivos y el rendimiento de las mismas. Darle prioridad a estas posibles discrepancias según su importancia y tiempo.
6: Realizar el plan de acción: Especificar los criterios utilizados para escoger una de las alternativas desarrolladas. Examinar las consecuencias de la implantación de alguna de las alternativas de acción. Desarrollar planes para llevar y evaluar la acción a tomar.
Preparar una presentación oral o escrita de un análisis de caso:
Al preparar una presentación escrita u oral se necesita pensamiento analítico: En el mismo se debe primero analizar los problemas del ambiente externo que afectan a la firma. En este tipo de análisis se analiza lo siguiente: en el ambiente externo: ambiente general, ambiente de la industria y el ambiente competidor. También se analiza el ambiente interno. Estos análisis ayudarán a realizar un análisis “SWOT”. Una vez se tenga esta información se realiza una síntesis o resumen de las alternativas que se desean implementar. Este resumen se realiza con la información obtenida para generar las alternativas para resolver los problemas, enfrentar retos e implementar medidas de acción.
Las partes que deben estar incluidas en la presentación escrita u oral:
1) Introducción describiendo el perfil estratégico y su propósito, 2) un análisis del estado de situación, 3) explicación del análisis “SWOT”, 4) formulaciones de estrategias (alternativas estratégicas, de evaluación o de elección) y por ultimo la 5) implementación de cada de las mismas (plan de acción).
1. Perfil estratégico y propósito: El mismo presenta brevemente los hechos críticos del caso que han afectado la firma en su dirección estratégica y su desempeño. Se deben presentar los hechos claves que den a entender en que se basará el análisis.
2. Análisis de Situación: a. Ambiente general: Este análisis se debe enfocar en las modas Tecnológicas, Demográficas, Económicas, Político Legal, Sociocultural y Global. Se analizan estas modas para predecir los segmentos en que se obtendrá mayor influencia por los siguientes años (3-5 años). Se debe explicar la razón de esas predicciones. b. Industrial: Se debe determinar el atractivo de la industria o industrias con las que la empresa compite. Mientras más atractivo mayor posibilidad de que la empresa tenga “Above Average Return”. c. Competidor: Se analizan todos los competidores principales. Este análisis debe identificar de su competidor estrategias corrientes, visión, misión, capacidades, “core competencies” y su respuesta competitiva. Información que ayuda a formular estrategias apropiadas y predecir las posibles respuestas/reacciones de sus competidores. d. Interno: Es crítico hacer una análisis de las actividades funcionales para desarrollar estrategias dependiendo de su naturaleza. e. SWOT: Su objetivo es convertir debilidades en fortalezas y retos en oportunidades para la empresa y en donde se quiere posicionar. f. Formulaciones de estrategias: Se deben desarrollar de tres a cuatro estrategias . Estas estrategias deben ser compatibles con las fortalezas y capacidades de la empresa. Una vez desarrolladas se debe escoger la que mejor favorezca a la empresa.

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