SM Project Guidelines Part Three
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  • 1. Strategic Management BUSM 3200 These guidelines are provided to help in your preparations for the group assignment. They do NOT represent in any way “model answers” or a correct approach. Rather they provide suggestions as to how to proceed with data collection and analysis leading to the completion of your report. Make sure you read the guidelines provided by the RMIT course coordinator carefully. BUSM 3200- Strategic Management (Jan 2013) GDS 3-1
  • 2. The next section (5) : Business Strategy Section 5 of the report: Identify and discuss the generic type of business strategy the firm (or SBU) implements by examining its strategy statement and/or its value chain activities. BUSM 3200- Strategic Management (Jan 2013) GDS 3-2
  • 3. Content is take from Chapter 6 Key things to note: 1. Focus on Porter’s Generic Strategies ONLY 2. (leave out Strategy Clock and Hyper- competition) 3. You are NOT recommending a new strategy- so don’t do that!’ 4. You are supposed to comment on the current strategy that your company is pursuing and be able to show evidence! 3-3BUSM 3200- Strategic Management (Jan 2013) GDS
  • 4. Talk about ONE Main Strategy You DO NOT discuss all the four generic strategies as per the Porter model You choose only ONE that you think represents the dominant strategy that the firm uses Some groups want to say that the firm uses more than one strategy BUT this dilutes your answer. My advice – STICK TO ONE DO NOT talk about  Mergers/ acquisitions  Joint Ventures  Strategic Alliances  All these are NOT included!! The topic is strictly on BUSINESS LEVEL Strategy 3-4BUSM 3200- Strategic Management (Jan 2013) GDS
  • 5. Explain the business strategy Explain the rationale of your chosen strategy- why is it the preferred approach for your company/SBU How it is manifested through the different aspects of its business strategies such as marketing, operations, product development, service, etc. Theory is from the text and lecture notes; but the context of the strategy needs to be clearly explained. (context= means how the strategy works given the nature of the company or SBU that you have selected. You should spend not less than 20% of word count for this section- it is that important 3-5BUSM 3200- Strategic Management (Jan 2013) GDS
  • 6. “statements” This means you need to find out evidences to prove that the company is indeed pursuing such a chosen strategy Can be from company website, business articles and others You can infer from such evidences But you need to have at least 5- 6 evidence sources to confirm such a strategy 3-6BUSM 3200- Strategic Management (Jan 2013) GDS
  • 7. The context aspect of business strategy This is important to note Do not provide long paragraphs explaining the characteristics, advantages and disadvantages of a particular generic strategy that you have selected Instead research the literature – evidence and show with specific examples exactly how a given strategy (say differentiation) is represented in its various aspects of the firms business operations The answer is not from the book or notes; its detailed study of the firms strategic operations. 3-7BUSM 3200- Strategic Management (Jan 2012) GDS
  • 8. The previous section on Internal Resources In the previous section of your report on internal resources, you went through the core competencies and capabilities of the firm This should then give you the information to discuss strategy What really makes this company strong and provide it with competitive advantages? What evidences do you have that can show the firm is pursuing a given generic strategy? 3-8BUSM 3200- Strategic Management (Jan 2013) GDS
  • 9. Examples of a contextualized strategy (just some basic points used for comparisons) 3-9BUSM 3200- Strategic Management (Jan 2013) GDS Area of business operation Evidences / Examples Comment on how these link to the generic strategy FlightOperations Uses wide bodied advanced aircraft Shows it is differentiated in terms of fleet status – advanced and latest CabinCrew / HR Excellence in customer service First/BusinessClass International recognition of customer service Branding and marketing Global marketing Creates global brand Area of business operation Evidences / Examples Comment on how these link to the generic strategy FlightOperations Uses only one model of aircraft Cost efficiencies CabinCrew / HR Efficiency , limited inflight service Savings on manpower and resources Branding and marketing Price Promotions Regional marketing Fill aircraft capacity Singapore Airlines : Differentiation Strategy Tiger Airways : Cost Leadership Strategy
  • 10. The Value Chain It is NOT about describing the value chain Its about showing the LINKAGE between the generic strategy and the value chain activities Hint: see my Lecture Five Notes  Slides 5-50 to 5-52 (Diff and VC) or  Slides 5-62 to 5-64 (CL and VC) Give specific examples (not copying from my slides) as to how the value chain reflects the nature of the chosen strategy For example if I choose FEDEX as my case company, then the examples explained in the VC should be specific to the courier and logistics business 3-10BUSM 3200- Strategic Management (Jan 2013) GDS