Exam preparation nbs


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  • Hey there,

    My name is Guilherme and I'm currently studying business administration in Brazil. Last week, my class was assigned a paper in business strategy at Google, but we're having trouble to find some satisfactory research sources.
    Looking on the internet, I came across this material where it says your class had a test on this very same subject recentlly, so I'd like to know if there's any way you could help us and send a copy of this case study mentioned above to my e-mail, which is: guilherme_sousa_@hotmail.com. It would be highly appreciated.

    Best regards,

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Exam preparation nbs

  1. 1. Exam Preparation Module Leader: Dr Jane Chang
  2. 2. 2BS601 Business Strategy Examination  Exam is based on Google’s strategy in 2009  Case available for collection now from U/G office on Friday (19/08) from WBS registry before the exam  You can bring this to exam  can bring case study printed material  can NOT bring in PC, PDA, mobile phone
  3. 3. What will be in the exam?  FOUR questions in 2¼ hours (each question worth 25 marks)  Questions may relate to anything covered in the module but you will need to draw definite conclusions / recommendations  Key to success is  careful preparation => concise set of notes containing your analysis, findings, conclusions and recommendation etc  NO SUPPLEMENTARY RESEARCH is required
  4. 4. The best answers show mature judgement  Focus on a few key RELEVANT points and develop them IN DEPTH  Use theory as basis of precise analysis  But don’t regurgitate it without applying it  Consider trade-offs, risks, limitations etc  JUSTIFY your views / decisions by  referring to the findings of your analysis including calculation derived from data provided in case  theory  referring to examples in case  Clear CONCLUSIONS  Questions may require you to combine the results of several analytical tools to form conclusions
  5. 5. You should  Spend time fully analysing the case before the exam  See the Guide for Case Study Analysis which is in your workbooks  Bring a concise set of notes containing your analysis, findings, conclusions and recommendations into the exam with you
  6. 6. Google  The case study describes the company’s strategy and examines the strategic challenges now facing the company.  You are a management consultant who has been commissioned by Google’s senior management to advise them on their future strategy for the next 3 years.
  7. 7. The key strategic question is  How can Google maintain its dominant position?
  8. 8. First step - Industry analysis  Identify key driving forces capable of causing significant change in industry conditions  Assess the attractiveness of the industry  Opportunities and threats  Potential to deliver value  Analyse what a firm needs to:  Survive in an industry  Succeed in an industry
  9. 9. Clearly state  The boundaries of your industry as it will have an impact on your analysis  Are you including on-line, supermarkets etc inside or outside your industry boundary?
  10. 10. Driving Forces  Derived from  Porter’s Five Forces  ILC  PEST  Combine / rationalise analysis findings to derive 3 or 4 Driving Forces which will have a SIGNIFICANT impact on Industry
  11. 11. Impact of Driving Forces on Future Profitability of Industry  Key outcome of Industry Analysis is to assess impact on future Profitability of Industry  What is the effect of the driving forces on demand?  Are the driving forces increasing competition?  Will the driving forces lead to higher profitability?  Remember to consider assumptions, limitations, etc of your analysis  State ranges and / or confidence rating of predictions
  12. 12. Survival and success factors If industry has/is.. Survival factors (e.g.) Success factors (e.g.) Powerful buyers with Meeting minimum Strong differentiation low switching costs buyer requirements Negotiation skills Strong relationships Powerful suppliers Negotiation skills Scale Relationships of trust Low barriers to entry [Survival difficult Strong differentiation Threat of substitution without success] Low costs Fast-growing Technology Advanced technology Cash for growth Mature Minimum economic Scale or other cost scale, cost position advantage Buyer relationships
  13. 13. Step 2 - Competitor / Market Analysis  What FUTURE moves are Competitor they likely to make? What Analysis: will be the impact on Who are the Google’s revenues? competition? How are they  Which company is in the positioned? best position to be successful in the future?
  14. 14. Competitor Analysis – Key Tools  Strategic Group Maps  Who are the competition?  How are they positioned?  Competitor Intelligence  What strategic moves are competitors likely to make next?
  15. 15. From your Industry and Competitor analyses you can  Identify opportunities and threats for your SWOT  Identify KPIs (SSFs + Competitor Analysis + Benchmarking) which give you the key skills, capabilities, competences (i.e. the strengths) required to be successful in the industry
  16. 16. Step 3 - Internal Analysis (Strengths and Weaknesses)  Internal Analysis determines if the company has these skills and resources i.e. Strengths and Weaknesses in SWOT  Analysis Tools – Value Chain Analysis and Competitive Strength Analysis
  17. 17. In the case study…  Some of the strengths and weaknesses are NOT explicitly mentioned  You will need to infer / deduce them from  Understanding what the company’s strategy & business model are (very important)  Analysing the data given (particularly the financial data)  NOTE: Financial data is also given for Google’s competitors so you can make comparisons
  18. 18. Step 4 - SWOT Analysis
  19. 19. Conclusions from SWOT  What is Google’s overall situation?  Does it have an attractive set of resource strengths?  How serious are the weaknesses and competitive deficiencies?  Do the strengths outweigh the weaknesses by an attractive margin?  Are there attractive market opportunities that can be exploited using its strengths ?  Are the threats alarming? Can it use its strengths to limit their impact?  How strong is the overall situation?
  20. 20. Conclusions from SWOT  What are the implications for strategic action?  Which competitive capabilities need to be strengthened immediately?  What actions should be taken to reduce the company’s competitive liabilities?  Which market opportunities should be top priority in future strategic initiatives? Which opportunities should be ignored?  What should the company be doing to guard against the threats to its well-being?
  21. 21. Step 5 –Recommendations  Clear recommendations  Why have you select a particular option(s)?  What are the anticipated benefits?  What timeframe?  How are you going to exploit it / them?  What are the risks, limitations associated with the analysis and implementation of option(s)