A Business Case is an examination of a potential market opportunity at the product level.docx - Question 1 cc Business case analysis BCA can be defined

A Business Case is an examination of a potential market opportunity at the product level.docx

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Question 1 cc            Business case analysis BCA can be defined as a decision support and planning tool that  projects the likely financial results and other business consequences of an action. The analysis  essentially asks “What happens if we take this or that action?" The analysis answers in business  terms—business costs, business benefits, and business risks. The word case in the term signals  that BCA results are often used  to support proposals, or arguments, to “make the case” for taking  action or for choosing one decision option over another. The shorter term, business case, can be  defined as a recommendation for action based on BCA results.  A solid business case serves to give  decision-makers and planners understanding and confidence they need to take action.            Some business people use the terms cost-benefit analysis, financial justification, the total cost of ownership, or return on investment analysis to emphasize the special purpose of the study,  though what is usually meant by these terms fits the business case analysis (BCA ) defined above.  While all are essentially "business cases," decision makers and analysts should remember that none of these terms is supported by universally agreed standards. Individual organizations and companies sometimes establish their  standards for content, structure, and the case building process, but  business cases written elsewhere, under other local standards, can be quite different. Business case results support decision making and planning, but they also provide valuable guidance for managing  and controlling projects, programs, or the life cycle of assets. Good case analysis, for instance, shows which critical success factors and contingencies are most important in controlling business results, measures risks and uncertainties  and provides early warning indicators when the risks of schedule slip, cost overruns, or delayed  benefits threaten to rise.    Finally, a well-written business case analysis provides a strong form of accountability for decision- makers and leaders who must show, either now or in the future, that the business decisions made  today are good business decisions, based on currently available information and currently  reasonable assumptions. A serious case for a complex business environment requires assumptions, arbitrary judgments, and  the development of new data–new information that goes beyond existing budgets and business  plans. This means that two people working independently can evaluate the same proposed  scenarios, use correct financial math, and still produce quite different case results. For that reason, 
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