GUIDEBOOK

1. INTRODUCTION TO THE GUIDE

The purpose of this guide is to help teams prepare for the competition. The basic strategies teams could take when preparing and presenting a case are outlined. This guide also includes advice on how to select a team and what to expect at the competition. Furthermore, the information provided will help to ensure that teams experience all aspects of the competition including the non-case events. Participants have great opportunities to meet and network with senior business executives attending the competition either as judges or sponsors. Networking with other teams is also another benefit of participating in this event. A relaxing environment conducive to maximizing the intended benefits of these networking events is provided by the organizing committee.

Participants are encouraged to relax and socialize. Teams—including their coaches—should have fun!

2. COMPETITION

The case method has been the most popular method of teaching strategy and policy in business schools for many years. Cases assist in bridging the gap between classroom learning and the so-called real world of management. They provide us with an opportunity to develop, sharpen, and test our analytical skills. It provides students with an opportunity to move from a narrow, specialized view that emphasizes functional techniques to a broader, less precise analysis of the overall firm. The case method has been shown to be the most effective teaching tool for problem-solving.
The use of business cases was developed by faculty members of the Harvard Graduate School of Business Administration in the 1920s. Case studies have been widely accepted as one effective way of exposing students to the decision-making process. The Competition is an excellent opportunity to see the application of the case method.
The Competition is open to individuals and teams with coaches. The Competition consists of an Application and Team Formation, Coaching, Qualifying, and Championship Rounds. The CaseKey Case Competition is a not-for-profit event organized by Nation 2.0 Educational NGO
There are many misconceptions about the case-solving competitions & what the judge is looking for

FACT: Usually, there are several credible approaches and solutions

FACT: The judge expects a thoughtful,
structured response

FACT: The judge expects you to be effective with the knowledge you have
and make sound hypotheses

3. The process

Application & Matching

Coaching

Qualifying

Championship

3.1. APPLICATION AND MATCHING ROUND

Application: The Competition is open for Individuals, Coaches, and Teams with Coaches (3-5 people and at least 1 Coach). Specific application forms are developed for each type of applicant.
Screening and interviews. The organizers will normally review resumes, transcripts, and any other information provided from all types of applicants to shortlist the top ones. After the shortlisting all the applicants will have a short interview. Based on the interview results the final selection will be done. The organizers may also involve experts in the selection process. A more detailed process is presented on the website.
Team formation and Matching. After the final selection, an introductory session will be conducted. During the sessions, all the selected applicants (individuals, coaches, and teams with coaches) will get all the details of the competition. Individuals will get to know the coaches. After the session Individuals will have a few days to select the top 4 preferred coaches and based on that selection each coach will be assigned to a team of up to 10 people. In the case of the Teams with Coaches, no matching will be done. They will move on with their own teams.

3.2. COACHING ROUND

In order to have a good pool for selection and team building, each coach will be assigned to a team of 10 participants. However, during the final event, only Teams made of 3-5 participants (excluded the coach) are permitted to participate. Hence, it is recommended that the coach should build his or her own team. Some basic tactics for team building and formation are provided below.

3.2.1. BUILDING THE TEAM

There are several approaches that the coach may wish to consider when building the case team. One method is to have participants individually present their analysis of a case to the coach. Another is to hold open try-outs where participants are grouped together and presented to the coach as a group.

Individual Presentation. The individual presentation selection method can be used to either select four individuals for the case team or as a pre-selection tool for the group presentation selection method. With this technique, participants should be given a case (or partial case) to prepare in advance which they would then present to the coach. Students should be familiarized with the judging criteria that will be used during the Competition to score the teams. During the presentations, each participant should be judged using a scoring sheet. After each participant has presented, the coach should rank the students. Discretion may be used to select the students who will make up the case team; however, normal practice is to choose the top four scorers.
Group Presentation. The group presentation method for selecting a team is used to assess how participants will work as a team and in the role that they have been designated. The role of the coach is to not only critique the team as a whole but also to assess individual performance. A group of the top four individuals is not always the winning team. It is the group that is able to work together and present a strong case that will succeed at the competition. The coach should form initial groups (teams) based on the background information provided by the organizers. Well-rounded teams should be formed comprising individuals from diverse backgrounds. For example, one member could have a marketing background, one with an accounting background, one with a human resources background. Once formed, the coach could, as one possibility, designate roles to the individuals based on the background information provided by students. For example, a student with a strong analytical skillset may prefer to concentrate on the analysis; a student whose strength lies in the financial area may prefer to work the numbers; a student that is creative and has insight into customer decision-making may prefer to focus on the marketing strategy. When teams present the first case, the coach should use the same scoring method as the individual case presentations. The coach should also rank the students on their roles in order to determine the suitability of the student for that role. This will allow the coach to rearrange teams to ensure each member is in their strongest role. One approach the coach may wish to explore is to observe teams as they prepare. The coach could sit with the team(s) for short periods of time while the teams prepare their case. This will allow the coach to see how teams are interacting and organizing their selves and to point out any weak links or overly argumentative individuals. From the presentations, the coach should be able to determine the best fit for the team and select the individuals accordingly.

3.2.2. PREPARATION FOR THE COMPETITION

Once the team has been selected, preparation should begin immediately to complete enough practice cases prior to the Competition. It is recommended that teams complete a minimum of 5 practice cases, preferably more. Team members should also become familiar with different areas of the world and how they conduct business, as the cases may be set in different parts of the world. Finally, the team should familiarize itself with different industries and the nuances they may have.

Country research. Due to the international nature of the Competition, teams should strive to familiarize themselves with several geographic areas. Each team member should be tasked with one or two areas to which they are to complete a short summary. The summary should include information such as population, geography, political and economic environment, imports, exports, most common industries, infrastructure, etc. Knowledge of cultural, political, economic, or other background information can add significant value when formulating a solution for a case.
Industry Research. Along with country research, teams should become familiar with various industries to ensure they know how they work and what the key success factors are for the industry. Such understanding will be of great value at the Competition. While it is impossible to prepare for every possible type of industry in all regions, familiarity with items such as rules and regulations, materials, labor requirements, etc., will all help in the formulation of a solution. PLEASE NOTE, THAT THE INDUSTRY OF THE CASE WILL BE PROVIDED BY THE ORGANIZERS DURING THE COACHING STAGE.
Preparatory Case(s). At a minimum, the coach should have the team practice with cases at the MBA level, international in scope and content, strategic in nature, and broad-based. It will take a few practice cases before the team is able to work efficiently together within the time limit. The following sections explain the main types of cases and present suggestions for how the team should prepare for all the components of the case from the preparation to the question period. There are 3 general types of cases

– Tests team’s ability to probe for additional details
– Requires structuring framework based on new facts

– Tests team’s ability to distill key issues
– Requires depth of analysis based on relevant facts

– Tests team’s analytic abilities
– Requires logical thought process and ease with numbers

3.2.2.1. HOW TO READ A CASE

A case will usually take around 45 minutes to read from start to finish. When the team first receives the case, they should read the first and last paragraph of the case to help determine the problem being presented. Knowing the problem while reading will allow team members to filter out the information they need in order to determine the best solution.
While reading, each team member should make note of key issues within the case, along with noting key pieces of information that will help them with their portion of the case. For example, if a member is given the role of presenting the analysis, they should keep notes on the strengths and weaknesses of the company, industry information, economic conditions, etc.
It is very important to note exactly where information is within the case. One suggestion is to use shorthand and take note of pages that contain vital information. Another would be to simply highlight key points and make shorthand notes next to them that will allow the participants to identify the type of information that is highlighted.
Whatever the method, each team member should ensure that they stick to one method to avoid confusion during the preparation time. As the team becomes more familiar with reading cases, they will soon learn what information needs their attention and what can be skipped over.

3.2.2.2. HOW TO DISCUSS A CASE

There are many different approaches to discussing a case; this section will detail one approach. The discussion must begin immediately after the team has completed reading the case. If a team member finishes earlier than the rest of the team, they can begin preparing their slides.
One person should be designated as the note taker; it will be their job to put all ideas that are mentioned on display (whiteboard, paper, etc). It is important to take down all ideas as this will help to narrow down the correct problem, solution, and implementation. Initially, the team might brainstorm and then begin filtering ideas and making a decision as to what the problem is and what are the possible solutions.
During the discussion, one person should be designated as the timekeeper to ensure that the team does not spend too much time on one topic.
A good starting point for the team discussion is the main problem presented in the case.
Once the problem is defined, the next logical step is to list out all the key issues presented in the case. These issues will help the person who is presenting the analysis, as it is their portion of the presentation that sets up the recommendation and implementation. Knowing the key issues allows the team to formulate a solution that will address most, if not all, key issues within the case.
After key issues, the team should come up with alternative solutions to the problem. Presenting a single option suggests that the team did not fully discuss the alternatives and is generally unconvincing when making the case that the proposed solution is optimal. Every alternative should be discussed in terms of its advantages and disadvantages, with the final recommendation being the superior one on balance.
After the team has defined the alternatives and settled on a recommendation, an implementation plan should be created. Items to discuss include timeframe (how long will it take), cost (order of magnitude estimates), how it will solve the problem, and who will be involved (resources).
Once the discussion has ended, team members should begin to prepare their slides. Alternatively, the discussion can continue, and those team members designated to prepare the slides can begin to prepare them.

3.2.2.3. HOW TO DIVIDE THE WORK

There are many different approaches to dividing up the work of preparing the case analysis and this section will detail one approach. Each team member may have a role on the team. The natural roles that could emerge will follow how the cases are judged. These include:

Key Issues / Problem – The key issues and problem statement within the case should be clearly stated.
Analysis – The environmental, economic, financial, and political factors of the case should be reviewed in terms of what is relevant to the key issues. The analysis should have an external and an internal focus in terms of the organization. One example would be the use of a SWOT analysis to review the organization.
Alternatives – Normally 2-3 alternatives should be analyzed. The recommended alternative should address the key issues and solve the problem stated.
Implementation – The implementation is an action plan that will be used to implement the recommendation. The implementation must fit the organization and should be attainable. The implementation should address all areas of the organization including operations, marketing, human resources, and finance. The plan should have a timeline along with a breakdown of the costs associated with the implementation.
Financial Analysis – All cases should address how the recommendations will affect the organization financially. If the case does not provide any financials, students can still address how the plan will affect them, however, specific numbers will not be available. Items that may be considered in this section are Stock/share price, profits, revenue, expenses, IRR, NPV, etc. Financials presented should be realistic and based on information found in the case.
The team members assigned to each section could be responsible for creating the slides, presenting, and responding to questions on their section. As stated above, this is not the only way to proceed and may not always be the best way for any specific team. Other team members are encouraged to help out where they can. It is the responsibility of the coach to provide guidance to the team with regard to approaching each role.
Normally teams take on the role of consultants and thus they may also wish to decide on a name that will be used consistently throughout each case (e.g. Global Consulting). As consultants, it is assumed that the team is presenting their findings to the specific individuals in the case, or the board of Directors.

3.2.2.4. PRESENTING THE CASE

When entering the presentation room, team members should introduce their selves to the judges and quickly take their position. Teams may sit or stand during the presentation.
Prior to presenting, it is suggested that the team designate a team member(s) to change slides. For example, the second person to speak should turn in the slides for the first. Once the first has finished speaking, that person can become the one responsible for changing slides for the remainder of the presenters. Or individual team members can control their own slides. Practice with these transitions can be as important as the presentation itself. Sloppy transitions are distracting and may show a lack of preparation for the judges.
All members of the team should present a part of the case. There should be balance and flow between members. Awkward transitions will waste time and can distract judges.

3.2.2.5. QUESTION PERIOD

Prior to the Competition, the coach should attempt to bring in judges for the practice presentations. The coach may act as a judge at first, but to avoid the team from becoming comfortable, external judges should be used.
When the team has completed the presentation, they should all stand and wait for the judges to begin their question period. When a judge asks a question to the team, be cognizant that team members do not jump right into an answer. Team members can look to each other very briefly to indicate which team member would be best responding to the question. If the question is unclear, ask for clarification before trying to present an answer.
After a team member has answered a question, a follow-up answer should only be given if it will add value to what was already said. Teams must also ensure that they do not contradict each other while answering questions.
At no time should a team argue with a judge. Many times, judges will tell teams they do not agree at all with the solution presented. Some may even tell the team that they are wrong. When this occurs, becoming confrontational will only hurt the team. It is at this time that confidence in the solution must be presented. Teams should still support their answer but do so by revisiting the facts they presented and assuring the judge that their plan is the optimal one. The result will almost always be that the team either convinces the judge they are correct or, at a minimum, gains the judge’s respect even if they still disagree.
Finally, teams should pay attention to the body language of the judges. When a judge begins to nod their head in agreement or present other body language that send similar signals, the person answering the question should wrap up and allow for the next question to be asked. The objective is to efficiently answer questions in a 10-minute period.

3.3. QUALIFYING ROUND

Up to 30 days prior to the Case Competition Event the case will be provided to the Teams. Teams will have only 72 hours to solve the case and send their solutions to the organizers. During that period teams will have access to the case owner. All the delayed submissions will not be accepted, and the teams will be disqualified. All the qualified submissions will pass a review and the top teams will be invited to the Championship Round.

3.4. CHAMPIONSHIP ROUND

The top 7 teams from the Qualifying Round will be invited to compete in the Championship Round. The team pool and presentation order will be randomly drawn on the evening before the competition. Presentations will begin the next morning. Delegates will be given a random team number.
Direct mechanisms for the competition will be used. There will be only one preliminary pool of 7 teams. The top 2 teams from the preliminary round will advance to the final round. uring the final round battle will be conducted between the 2 finalists. Each team will have an opportunity to ask 3 questions to the opponent. So it is essential, that each team carefully listen to others and take notes during the preliminary round.
The judges that will be in the preliminary round may be different from judges that will be judging the final round. The judging panel for the final round will determine the winner of the competition and the results will be announced at the awards and cocktail reception following the event on the same day.
Scores will be based on the quality, feasibility, and creativity of the proposed solution based on the detailed analysis of the problems that are set forth in the case study, quality of presentation and responses during Q&A, utilization of industry-specific knowledge, etc.
Judges for the Competition are normally selected from the business community, government leaders, university faculty members, or alumni by the organizers. The judging panel will normally consist of at least three judges. The formation of the judging panels is the sole responsibility of the organizers and cannot be contested.
Each team will have 15 minutes for the formal oral presentation. Normally, teams use the entire 15 minutes; presentations that exceed this period will be stopped, while those that are noticeably shorter typically lead judges to infer that more could have been done. Each member of the team must participate in the oral presentation.
Following the presentation, there will be a 10-minute period for questions from the panel of judges. Teams may show new slides during this Q & A session if they are relevant to questions asked but may not continue the presentation.
Furthermore, the total amount of slides may never exceed 30, excluding slides retained by the presenting group for use in answering questions. Teams should consult with the host institution for a list of materials to be provided during the preparation and presentation (e.g., presentation clicker, laser pointer).

4. MATERIALS TO BRING

No matter how good a team may be, without proper tools, it is difficult to perform effectively. Veteran schools know exactly what to bring, along with all the time-saving tricks that help their teams gain an edge during the preparation time. One goal of this guide is to level the playing field to allow new schools to compete at the same level as those who have been completed before.

It is important to dress professionally while participating in the Competition. Business suits are a minimum requirement in order to be viewed as a professional team. It is important that team members not only wear professional clothing but that they be comfortable in their attire.
Each male team member may bring multiple shirts and ties. Likewise, female team members may bring several outfits that can be used interchangeably. Although the competition may be located near many clothing shops, last-minute purchases will only add to the stress of the event. Having multiple outfits will reduce the need to have items cleaned and will help to keep the participant comfortable.
It is recommended that teams carry with them items that can be used to help remove minor stains or to repair clothing (such as thread and needle, double-sided tape, etc). Last-minute adjustments may be needed, and teams should be prepared for every situation.
Finally, teams should have comfortable clothing to wear when not participating in a case. As mentioned throughout the guide, teams will participate in social events (Lunch, Official Dinner)

5. ARRIVING AT THE COMPETITION

To ensure a smooth day, it is helpful to have a good idea of what to expect upon arrival. Teams should familiarize themselves with the process and have a well-defined plan for managing their first few hours at the Competition.

Facilities. After teams have arrived and registered, the next step is to become familiar with the lodging and competition facilities. Case preparation and presentations normally take in Universities or Hotels. Restrooms are the second most important rooms in the Competition.
Liquids and Snacks. Most importantly, teams should have snacks and liquids for during and after presentations. The competition will offer water, coffee, tea, and food during the event. However, to ensure they are completely prepared, teams should have some Snacks and drink with them. Hunger and dehydration are very taxing on the body and will lead to a decreased ability to concentrate and formulate ideas.

6. THE FIRST COMPETITION

If a team has not completed prior to this kind of Competition, the first case is always unsettling. This section contains information and tips that will help teams prepare for the day of a challenge.
Even teams from schools who have competed previously may still find the first day difficult. In order to get off to a good start, teams should ensure that they have a game plan prior to leaving home. Although teams will learn a great deal while at the Competition, they should not stray too far from their plan as this is what they have practiced and what is familiar to them.
Many times, the excitement and adrenaline of competing can lead to teams becoming disorganized and unfocused. To combat this, teams should gather their thoughts and communicate with each other. Prior to pitching, it is helpful to engage in some sort of ritual (be it a pre-case cheer, a moment of silence, top-5 keys to success, etc.) that will help them relax and become mentally prepared. Having an established routine prior to every practice case will evoke a sense of familiarity and help the team relax. This is similar to athletes who use a routine prior to a game in order to set the mood and tone before competing.
Communication is the key component that will allow teams to stay on track and complete the case to the best of their abilities. Vocalizing that a plan is going off track or that a member or members are not working as they have practiced can jolt the team back on track. Vocalizing things such as time remaining, roadblocks, new information, etc., will allow all members to fully prepare for the presentation and seem like a single unit.
The most important thing to remember about the first competition is that teams need to leave the outcome in the presentation room. Whether teams win or lose or work well or poorly together, this is only the first competition. Teams should always learn from each case, win or lose, but each case should be attacked as if it was the first or was the deciding one.

7. WINNING AND LOSING

As with all competitions, some teams will win, some will lose, and most will experience both. This section of the guide is not aimed at teaching teams how to do either in terms of strategy, preparation, and so on; rather, it is to allow teams to win and lose gracefully and to learn from each experience.
Whether it is your first win or your fourth in a row, teams should recognize that there is a proper way to celebrate. Until a team reaches the finals, no win is worth over-celebrating. Even with a decisive win over another team, there is always something the team can learn and improve.
Over-celebrating will also give the impression that the winning team is not showing the proper respect for the team they just competed against. Spirit is a very large component of this competition and showing class and respect to all teams is a contributing factor.
Losing is also not to be approached in a negative manner. Review the loss and pick out areas where the team could have approached the case differently to produce a better result. Learn, then move on. Many times, both teams present a strong case and the judges’ decisions were the result of one particular point, such as how a question was handled, a more realistic cost analysis, etc.
A loss does not mean the losing team did not present a good analysis and solution to a case, but simply that the other team was judged to have performed better. After the results are posted, teams can review the judges’ comments and determine how to ensure they perform better in the next case.
A final note on this section is that no matter what a team’s result, whether it is going undefeated or losing every case, no team leaves the competition without learning. All teams will leave feeling that they are stronger and more able to tackle issues and problems that will face them in their careers.

8. SOCIAL EVENTS, NETWORKING, MEETING PEOPLE

During the Competition, teams and coaches will have several opportunities to socialize with the other teams, coaches, judges, and host institution coordinators.
A major component of the Competition is spirit. The Competition is a challenging and tiring time, yet the extra effort is made to ensure that all teams not only enjoy the experience of competing against schools from around the world but also meet new people and have fun once the work is over.
Students attending a business school do not need an introduction to the benefits of networking, however, it is important to remind teams that this competition is a great chance to not only meet members of other teams but to meet the judges and other attendees.
Judges of the Competition are made up of prominent businesspeople and academics that have a wealth of knowledge. Team members should take the time to meet and talk to them to, at a minimum, take advantage of this knowledge and how it can help them in their careers.
Most importantly, an award for spirit is normally presented at the Competition final banquet. Lifelong friendships can often be formed!.

9. NEXT YEAR

Once the Competition is over, the work does not end for the coaches or team members. We suggest that all teams debrief and attempt to determine how the following year’s team can perform even better. Even if the team is the competition champion, there is always room for improvement.
During the Competition, the coach should keep a journal of how the team performed. They should also attempt to watch other teams as much as possible in an attempt to see how others perform. This journal will be very useful in the following year as it will help prepare the next team to ensure they are able to perform to their full capabilities.
The coach should always retrieve the slides used by their team during the Competition. This will allow new teams to view exactly the caliber they must attain prior to leaving for the competition. It will also help give new teams a better idea as to how they should approach their role and tasks for each case.
The coach should also talk to other coaches. Just as it is important for participants to socialize, coaches should strive to forge relationships with other coaches.

10. CONCLUSION

The purpose of this guide is to provide advice to all teams that prepare for the CaseKey Case Competition. We acknowledge that there are many approaches to case analysis and competition, and we have attempted to provide you with some strategies that veterans follow. We hope that you find some of this information useful. While we cannot guarantee a win, we can say with certainty that all participants will experience a challenging yet rewarding event that you will cherish and remember always!