Dear all,

I have a question regarding the importance of solving a case linearly. Assume that the case purpose is to help turn around declining profits. You start by laying out your issue tree:

1. Company (product mix, revenue and cost, capabilities, distribution channels)
2. Customer (segments, segment size, segment growth rate, price willingness, preferred distribution channels)
3. Competition (size, growth rate, best practices)

Assume you notice that there exists a mismatch between the company’s distribution channels and those preferred by the customers. Should you immediately shift your focus on this problem or is it better to continue going through your issue tree and postponing the analysis of the distribution problem.

Thanks, Frank