Instructions
Case: Ben & Jerrys: Preserving Mission & Brand Within Unilever
Write a 1-page senior executive-level memo
Sample A-Level Case Memo Southwest AirlinesExecutive Issue
The central decision facing Southwest Airlines is whether its low-cost, high-frequency operating model can remain sustainable in an increasingly competitive and cost-pressured airline industry.
Analysis
Southwests competitive advantage is rooted in tightly aligned activities: standardized aircraft, point-to-point routing, high aircraft utilization, and a culture reinforcing cost discipline. Financially, this system supports lower operating costs and faster turnaround times relative to competitors.
Strategic Alternatives
1. Maintain current low-cost focus.
2. Introduce limited premium services.
3. Expand aggressively into international routes.
Recommendation
Southwest should maintain its focused low-cost strategy while selectively investing in operational resilience rather than diluting its activity system with premium offerings.
Risks and Ethics
The primary risk is erosion of cultural discipline during expansion. Ethical considerations include labor relations and customer transparency regarding service limitations.
This course uses the Harvard Case Method, which requires active preparation, rigorous analysis, and executive-level judgment. Each case places you in the role of a senior leader confronted with complex, ambiguous strategic decisions. Your responsibility is not to summarize what happened, but to analyze the situation, diagnose the core issues, and recommend defensible courses of action.
1. Case Summary & Key Issues (Required Starting Point)
Each case analysis must begin with a concise but substantive case summary that: Identifies the central decision problem(s) facing leadership Highlights the key strategic, ethical, operational, or organizational issues Distinguishes symptoms from root causes Clearly frames the decision context (who is deciding, what is at stake, and why now) This section should demonstrate that you understand the case holistically before moving into deeper analysis.
2. Analytical Rigor & Strategic Reasoning
Following the summary, your analysis should: Apply relevant strategic frameworks and course concepts where appropriate Evaluate alternative courses of action, including tradeoffs and risks Demonstrate executive judgment under uncertainty
Address both short-term implications and long-term strategic consequences There is no single correct answer. What matters is the quality of your reasoning and the strength of your evidence.
3. Evidence-Based Arguments
All recommendations must be defended with credible academic or practitioner sources, including: Peer-reviewed journal articles Academic books Reputable business publications (e.g., Harvard Business Review) Sources should be integrated thoughtfully into your argument rather than appended as afterthoughts. Unsupported opinions do not meet MBA-level expectations.
4. Length & Format
Length is not the primary criterion for evaluation. Instead, submissions must be thorough, logically structured, and professionally written. Executive-level communication is expected: precise, direct, and persuasive.
5. Class Presentation & Engagement
Students must be fully prepared to present and defend their analysis in class. This includes: Clearly articulating recommendations Responding to challenges and counterarguments Engaging constructively in discussion as both presenters and peers
Cold-calling may be used. Preparation is not optional.
6. Professional Standard
Your case analyses should reflect the level of work expected from MBA graduates, consulting teams, and senior managers making high-stakes decisions. Surface-level or incomplete preparation undermines both your learning and the learning of others.