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MGMT 102: STRATEGY
Week 01-1
Introduction & Case Analysis Method
School of BusinessSingapore Management University
Young Rok Choi
2006/07 Term 2
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Course
Motivation
Why are some firms more
successful than others?
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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!
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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
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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
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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
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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
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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
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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
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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
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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%)
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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%)
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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%)
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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%)
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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%)
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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
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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
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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
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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
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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.
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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