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Corporate Strategy
Dr. Sebastian Spaeth
Organization: Nina Geilinger
mailto:[email protected]:[email protected]7/28/2019 CS_01_Cases
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Goals
Extract relevant information from case text
Apply desk research to complement information
Critically applying concepts learned in class;Discussion of extending, alternative (orcontradicting) concepts
Learning to present
Facilitate class discussion
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Case study discussion
20-25 (max!) minutes presentation
20-25 minutes class discussion
Use of beamer (& other tools) at discretion.
Grade: Counts 25% of total. Pass required as Testat(mandatory for participating at examination)
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Corporate Strategy Case Studies
Fraport
Swatch
Bombardier
Microsoft & Skype
Philips vs Matsushita
Sign up via: http://www.wejoinin.com/sheets/risiguntil next week
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Guide to success
Determine the number of speakers (less is more).
Give a brief case/company introduction, so theaudience which might not have all case context can
follow you. But... BRIEF Focus on the questions at hand.
Don't use too many frameworks.
Strict time management, skip rather stuff in the
middle than your final conclusions.
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Fraport:
Group A Evaluate the Core Competencies and key success
factors of an airport operator. Highlight them at thecase of Fraport.
Which and how can they be transferred to adifferent geographical market? Explain at theexample of Shanghai Airport.
Note: Is there updated information to Fraporttoday?
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Fraport:
Group B What are reasons for Mergers and Acquisitions.
Which of these could possibly apply to Fraport?
Analyzing the opportunities and risks, if you wereFlorian Mahler, what would you recommend to theManagement of Fraport?
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Group A What is the range and scope of Google's offerings
(see intro lecture). What growth strategy hasGoogle followed under CEO Eric Schmidt?
Is Google a diversified company? How would youmeasure diversification in their case? How doproducts such as Google Maps fit into their business
plan?
Note: Do research beyond what's in the case text.
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Group B What are the strengths and weaknesses of Google's
Business model? What are the opportunitites andthreats it faces?
As a CEO, what business areas would you focus on,in the future?
In what way is Facebook a competitor to Google?What can Google do to counter it?
Note: Do research beyond what's in the case text.
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Swatch:
Group A Describe the corporate strategy of Swatch as a
whole (Range, Scope, Diversity, Organization)
Describe Economies of Scale and Scope within the
Swatch group. Do synergies exist? Where? Is Swatch a centralized or a decentralized
company?
Note: extra research beyond case text recommended
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Swatch:
Group B How are Swatch's brands positioned against each
other?
What are success factors of the Omega brand?What actions/strategy would you recommend tosuccessfully overtake Rolex?
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Bombardier
Group A Does the acquisition of Adtranz make sense for
Bombardier from a Product portfolio point of view?What are the expected benefits for Bombardier?
What are the difficulties and challenges in such astransaction? What should Bombardier do withAdtranz if the Acquisition succeeds?
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Bombardier
Group B What organizational structure would you propose if
the merger succeeds? Should Adtranz be absorbedor preserved? Where would you put headquarters?
What other possible challenges do you foresee afterthe merger? How can they be avoided/minimized?
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Microsoft & Skype
Group A In 2011 Microsoft bought Skype. There is no
pre-given case study text.
1) Do research on the acquisition and present its
key facts and figures. 2) Analyze Skype as a business of its own. What is
its business model and how sustainable is it?
3) What are MS' reasons for the acquisition. Do they
make sense? What were the reasons for buyingrather than developing similar functionality?
4) Where and how would you recommend MS todraw on Skype and its capabilities in their products
and product portfolio?
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Microsoft & Skype
Group A In 2011 Microsoft bought Skype. There is no
pre-given case study text.
What are the success factors of a Voice-over-IPapplication?
Should Skype be made compatible with e.g. AppleiChat or Google Talk? What would be reason for or
against it? Imagine Skype built into Windows-based mobile
phones. For which stakeholders would that be anadvantage or disadvantage?
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Philips vs Matsushita
Group A What were Philips Internationalization strategies
over the decades (especially pre- and post-1960s?Examine it's development over time. Examine the
Internationalization strategy and organizationalstructure. Look for the reasoning and side-effects.
What organizational structure do you think would fit
best Philips' strategy and product portfolio today?Propose one.
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Philips vs Matsushita
Group B Describe Matsushita's organizational structure over
time and compare it to Philips'.
Given Matsushita's strategy and product portfoliowhat structure would you propose to themanagement?
