Wk01 1(Intro)

8/3/2019 Wk01 1(Intro)

1/21

1

MGMT 102: STRATEGY

Week 01-1

Introduction & Case Analysis Method

School of BusinessSingapore Management University

Young Rok Choi

2006/07 Term 2

8/3/2019 Wk01 1(Intro)

2/21

2

Course

Motivation

Why are some firms more

successful than others?

8/3/2019 Wk01 1(Intro)

3/21

3

Course

Objectives

Comprehensive understanding of Competitive advantage

Strategy formulation

Strategy implementation processes

Ability to identify strategic issuesand design appropriate courses ofaction Evaluate strategy: Role of analyst

Recommend strategy: Role ofconsultant

Manage strategic process: Role ofmanager

To have fun!

8/3/2019 Wk01 1(Intro)

4/21

4

Course Material

& Format Required material (Course Packet)

Textbook: Strategic Management: Creating

Competitive Advantages (3rd Edition), by Dess,

Lumpkin, & Eisner. 2006. McGraw-Hill.

SMU Bookstore, SMUverts

Cases: Harvard and Ivey cases

Li Ka Shing Library (Level 2), SMUverts

Lecture

Case presentations, analyses and discussions

Group project Written analysis

In-class presentation

8/3/2019 Wk01 1(Intro)

5/21

5

Important

People

YOU

Group members & classmates

Instructor: Young Rok Choi

Office hours: Wed 2:00-4:00 inBusiness Building #0516 & by

appointment

Phone: 6828 0728

E-mail: [email protected]

SMU Vista

8/3/2019 Wk01 1(Intro)

6/21

6

Grading

System Individual Work

Class Participation & Case Discussion (15%)

Case write-ups (3) (15%)

Final Exam (30%)

Team Work Case Analysis and Presentation (10%)

Term Project--presentation and report (30%)

Individual vs. Team Activities: Peer

review No late assignment will be accepted

There will be no make-up exam

8/3/2019 Wk01 1(Intro)

7/217

Class Participation

(15%)

Come to class well prepared

Contribute ideas and analysis

to the class discussion

Listen carefully to your

classmates and suggest

supporting or alternative views

Assessment:

Quality of contribution

Quantity of contribution

Attendance

8/3/2019 Wk01 1(Intro)

8/218

Case Reports

(15%)

Eight cases will be analyzed Choose one in each case group below

(three in total) Case Group A: Cases 2, 3

Case Group B: Cases 4, 5

Case Group C: Cases 6, 7, 8 For each case, answer two discussion

questions Not exceed one page in length for each

question

Submit your write-ups at the beginning ofthe class

Sign up for your selection of cases A maximum of 20 students may sign up for

any one case

8/3/2019 Wk01 1(Intro)

9/219

Final Exam

(30%)

Covers the entire contents of

this course (weeks 1 thru 13)

2 hours long

Short-answer, multiple choice,essay, and/or case analysis

questions

Exams will be open book and

open notes

8/3/2019 Wk01 1(Intro)

10/2110

Case

Presentation

(10%) Team size: No more than 6 (usually 5, 6) Present in-depth analysis on one assignedcase 30 minutes

Choose one from among cases 2~8

Presentation will include:

A brief summary of the case Main theme (decision task)

Analysis

Alternatives

Suggested course of action

Implementation

For detail guidelines, refer to the companyanalysis part of Team Project

Submit one hard copy of your presentationslides

8/3/2019 Wk01 1(Intro)

11/2111

Term

Project

(30%) Select your term project firm (thus,industry)

from the case lists of any strategy

textbooks

or your own sources

Term Project includes:

Industry and company analyses

One written report (20%) One in-class presentation (10%)

8/3/2019 Wk01 1(Intro)

12/2112

Written

Report(20%)

Written Report Submission

MS Word, 1.5 line-spaced, using 12-pointsize font, and should not exceed 20 pages(excluding appendices and references)

Provide the complete name of the teammembers, student ID number on thecover page

The report should contain the followingsections:

(1) A cover page listing team members

(2) Table of contents

(3) Executive Summary

(4) Company Background/History (5) Industry Analysis

(6) Company Analysis

(7) List of references

(8) Exhibits (Tables and charts)

Term Project (30%)

8/3/2019 Wk01 1(Intro)

13/2113

Industry Analysis (Examples) Industry Environment

History of the industry (development stages) Global/local market description (e.g., size ofmajor markets, products, customers and endusers, pricing structure)

Industry structure (Porters five forces analysis)

Competitive Environment

Key success factors (competitive advantages)

Major strategic groups

Value chain analysis (for either strategic groupsor major players)

Identify and compare key strategies pursued bymajor players in the industry

Macro Environment

Special strategic issues facing the industry Changes in governmental policies, in

demographics, globalization, etc

Use Exhibits for detailed data and analysis (Portersfive forces, value chain, etc)

Written

Report(20%)

Term Project (30%)

8/3/2019 Wk01 1(Intro)

14/2114

Company Analysis Resources, Core competences, Value chain,

and Tracking/discussion of company

performance over time

Key strategic issue (either problems or

opportunities)

Two or three alternatives

Recommended course of action Implementation issues

Industry analysis part of your project should

provide implications for company analysis

Use appendix for detailed data and analysis

(Competitive advantage, financial, and valuechain analyses)

Written

Report(20%)

Term Project (30%)

8/3/2019 Wk01 1(Intro)

15/2115

Cover only the most important

issues & leave the details for the

written report

Max 20 minutes; 5 minutes Q&A No rules for the selection of

presenter(s) and dress code

Presentation

(10%)

Term Project (30%)

8/3/2019 Wk01 1(Intro)

16/2116

Course ScheduleWeek Date Topics covered Required Readings/Cases

1.1 04-JanIntroduction to the course, case analysis,

project.SM Chapter 1

2.1 09-JanWhat is strategy? Handout 1: What Is Strategy?

Strategic management process SM Chapter 1

2.2 11-Jan External analysis and industry structure SM Chapter 2

3.1 16-Jan Case discussion (Industry analysis) Case 1: Chinese Fireworks Industry

3.2 18-JanInternal analysis, resources, and core

competenceSM Chapters 3 and 4

4.1 23-Jan Case discussion (Internal environment) Case 2: Southwest Airlines-1993(A)

4.2 25-JanBusiness-level strategy; value chain and

positioningSM Chapter 5

5.1 30-Jan Case discussion (Business-level strategy) Case 3: Samsung Electronics

5.2 01-FebCompetitive dynamics & Strategy in high-techindustries

Handout 2: Hitt chapter

Handout 3: Hill chapter

6.1 06-Feb Case discussion (Competitive dynamics) Case 4: Progressive Corp

6.2 08-FebCase discussion (Strategy in high-tech

industries)Case 5: Google Inc.

7.1 13-Feb Corporate strategy: Vertical integration SM Chapter 6

7.2 15-FebCase discussion (Corporate strategy and

integration)Case 6: ZARA: Fast Fashion

8 RECESS WEEK

8/3/2019 Wk01 1(Intro)

17/2117

Course ScheduleWeek Date Topics covered Required Readings/Cases

9.1 27-Feb

Corporate strategy: Diversification, M&A, and

alliances SM Chapters 6

9.2 01-Mar Case discussion (Corporate advantage and M&A) Case 7: Newell Corp.

10.1 06-Mar International strategy SM Chapter 7

10.2 08-Mar Case discussion (International strategy) Case 8: Lincoln Electric: Venturing Abroad

10.3 10-Mar Make-up class Review of Project Progress

11.1 13-Mar Corporate governance/ strategic leadership SM Chapters 9 and 11

11.2 15-MarCorporate governance/strategic leadership

discussion

Handout 4: Jack on Jack

Handout 5: Enron: On the side of Angels

12.1 20-Mar Strategy and organization structureSM Chapter 10

Review Southwest and Lincoln cases

12.2 22-Mar Project Presentations & Written Term Project Report Due

13.1 27-Mar Project Presentations

13.2 29-Mar Project Presentations & Wrap-up

14 Revision

15 Final Exam

8/3/2019 Wk01 1(Intro)

18/2118

CaseAnalysis

A case A situation involving a managerial problemor issue that requires a decision

A variety of conditions and circumstancesfacing an organization at a particular time

Lecture-oriented classes vs. Cases An opportunity to use concepts, practices,

and theories Apply what you have learned in your

course work

Judgment, as opposed to rote memory andrepetition, is one key to top managementsuccess.

Exposure to a broad range of situations Different types and sizes of

organizations, a variety of industries

8/3/2019 Wk01 1(Intro)

19/2119

Case

Analysis

Objectives

An opportunity to develop, sharpen, andtest your analytical skills at: Assessing situations

Sorting out and organizing key information

Asking the right questions

Defining problems and opportunities

Identifying and evaluating alternative

courses of action Interpreting data

Evaluating the results of past strategies

Developing and defending new strategies

Interacting with other managers

Making decisions under conditions ofuncertainty

Critically evaluating the work of others

Responding to criticism

8/3/2019 Wk01 1(Intro)

20/2120

Case

Method Expectations Active, effective participation of

students

The student must get involved and take

the primary responsibility for his or her

learning

Students must accept and maintain

ownership of the discussion, i.e. it must

be student driven.

8/3/2019 Wk01 1(Intro)

21/2121

A suggested outline for preparing cases Summary of the Decision Situation

Gaining familiarity (facts, certainty/uncertainty ofinformation)

Recognizing symptoms (something as not expected ordesired, not problem itself)

Identifying goals

Conducting the analysis (systematic using theoriesand models)

Problem Identification Comparing goals to facts (predicaments); multiple,

complex problems

Prioritize problems regarding timing, importance,etc.

Action Planning Identification of Alternatives

Key decision criteria used to evaluate eachalternative

Comprehensive analysis of the alternatives using keycriteria

Recommendations, including implementationguidelines

Case

Method