What is the primary purpose of a business case?

The primary purpose of a business case is to justify the need for a project and outline its benefits. It serves as a foundational document that presents the rationale behind initiating a project, detailing the anticipated positive outcomes, costs, risks, and overall value to the organization. By clearly articulating the reasons for proceeding with a project, the business case helps stakeholders make informed decisions about resource allocation and project prioritization.

In a well-structured business case, various elements, such as financial projections, strategic alignment with organizational goals, and risk assessments, are included to reinforce the argument for the project's viability. This ensures that decision-makers have a comprehensive understanding of what the project entails and how it fits into the broader context of the organization's objectives.

The other options do have their respective roles within project planning and management but do not encapsulate the essence of what a business case is meant to accomplish. Marketing strategies focus on how to promote products or services, timelines concentrate on scheduling aspects of project execution, and performance evaluation pertains to assessing team contributions. These components may be part of a larger project management plan, but they do not define the core function of a business case.