Mcom 320: Step 2 (A): Brainstorm Alternative Solutions
🎯 Objectives, Values, and Learning Outcomes
Lesson Objectives
- Apply a recommendation business communication strategy
- Use a decision matrix to quantify qualitative decision criteria
- Craft executive summaries
Brainstorm Alternative Solutions
The second step in the Harvard PACADI business case framework is to brainstorm alternative solutions.
Once you understand the problem, brainstorm possible paths forward. Good alternatives should be distinct, realistic, and address the core issue. Avoid false choices like “do nothing” unless it's truly viable. Aim for three to four solid options the decision-maker could realistically pursue.
When you're identifying strategic alternatives in a case, the goal isn't just to list ideas—it’s to find realistic, distinct, and actionable options that the decision-maker could actually pursue.
1. Brainstorm Freely
Encourage wild ideas at first. Don’t worry about feasibility—just list anything that comes to mind. The more options, the better. You might include the following:
- Big moves (e.g., expand to new markets)
- Conservative plays (e.g., maintain current course)
- Creative or unusual strategies
- Partnerships, new products, pricing changes, etc.
2. Group and Categorize
Now step back. Look at all the brainstormed ideas and group them into categories:
- Marketing-related
- Product/price changes
- Distribution/expansion
- Operational changes
- Innovation or partnerships
This step helps you spot overlap and combine similar ideas into stronger options.
3. Narrow to Realistic, Distinct Options
With your team, do the following:
Evaluate feasibility: Could the company actually do this based on their size, budget, and values?
Avoid overlap: Make sure each option represents a clear, strategic direction, not just a small tweak.
Focus on alignment: Good options directly address the core problem identified earlier.
QUERY: How Do I Know Whether an Option Is Solid?
Ask these questions:
- Is it actionable?
- Is it distinct from the others?
- Could this alternative reasonably be executed by the decision-maker in the case?
- Does it address the root problem?
If it checks those boxes, you’ve got a solid alternative.
Example: Sourdough & Co.
Located in Provo, Utah, Sourdough & Co. is a small, artisan bakery known for its handcrafted sourdough loaves made from a century-old starter. Owned by Jacob, a BYU alum, the bakery has built a loyal local following, especially among health-conscious and foodie customers.
Now, Jacob faces a dilemma: a regional grocery chain is about to start carrying a mass-produced sourdough bread at a lower price point, directly targeting the same market. Jacob must decide how to respond before the new product launches next month.
1. Read Case Background
Decision-maker: Jacob (the bakery owner)
2. Skim the Entire Case to Get the Big Picture
Industry: Specialty food / Artisan baking
Company’s Situation: Well-established locally, strong word-of-mouth, but no major advertising or retail presence.
Threat/Opportunity: A bigger competitor is entering the artisan sourdough space in the same geographic area, posing a threat but also creating awareness around sourdough in general.
3. Ask What Decision Needs to Be Made
- Should Jacob invest in a marketing push to reinforce the brand’s artisan quality?
- Should he introduce a lower-priced product line to compete?
- Or should he double down on exclusivity and local partnerships to differentiate?
4. Look for Symptoms and Root Causes
Symptom: Jacob worries that foot traffic and repeat business may drop after the chain’s product becomes widely available.
Root Cause: Customers may perceive less of a difference between the truly artisan bread and the chain’s “artisan-style” branding if Sourdough & Co. doesn’t reinforce its unique value.
5. Identify Constraints and Goals
Constraints:
- Limited marketing budget
- Small-scale baking capacity (can’t mass produce)
- Brand based on authenticity, not mass appeal
Goals:
- Protect market share and customer loyalty
- Maintain premium brand image
- Possibly grow without compromising values
6. Reframe the Problem as a Clear Question
“How should Jacob position Sourdough & Co. to protect its brand and customer base in response to a regional grocery chain launching competing sourdough products?”