This document provides a course plan for the subject "Corporate Strategy" taught at Punjab College of Technical Education, Ludhiana. It outlines the course introduction, module aims, weekly topics, assignments, internal marks breakdown, recommended books, and presentation topics. The course introduces strategic management concepts like strategic analysis, formulation, and implementation. It aims to provide an understanding of business strategy development and organizational issues in formulating and executing strategy. Weekly topics include cases, videos, activities, and assignments on strategic concepts, frameworks, and company examples.

1. PUNJAB COLLEGE OF TECHNICAL EDUCATION, LUDHIANA
COURSE PLAN
Name of instructor: Shilpa Jain
E-mail ID: shilpa228@gmail.com
Subject Name: Corporate Strategy
Subject Code: BB601
Course Introduction
In this course we study strategic management as a process comprising three major types of
interrelated activities: strategic analysis, strategy formulation, and strategy implementation.
Basically, strategic analysis is the forethought required to develop an appropriate strategy;
strategy formulation is the process that transforms this analysis into a plan—the intended
strategy; and strategy implementation is the process of continually adjusting and refining the
plan as it is put into action.
Module Aims
(a) To provide students with a basic understanding of the principles and practice of
business strategy development and management
(b) To develop in students a capacity for strategic thinking and an understanding of
the organisational and management issues involved in formulating and executing
strategy.
(c) This course gives students both a conceptual and practical appreciation of different
levels of company strategy.
(d) The classes are structured to provide a logical, step by step, understanding of how
any company, in any sector, can analyze its operating environment and strategic
options.
(e) The concepts of both competitive and corporate strategy are explored and the
inter-linkages between the two are examined.
(f) Students will learn how to assess whether or not a company should diversify or
focus its strategic product range or target markets.
(g) In this course we also expose the students to the new developments of theories and
practices of strategic management
Weekly Breakup of Topics/Syllabus

3. Weekly Programme (subject to modification)
Week 1 & Week 2 Activity 1: Lost at sea
C1 Strategic Management in Practice-----
Strategy at HP.
Videos on good corporate strategy & what is
strategy.
A1 – Examples based on video
Week 3 Video: Business strategy – STARBUCKS
C2 Ranbaxy Case
Week 4 Hourly test week
C4 Volkswagen
Week 5 Assignment 1
Week 6 Week 7 Activity 2 Nuclear Hollow
C3 International Machine Corporation
Week 8 Hourly test week
Week 9 Case lets: Gucci Loses its Grip(Business Level
Strategy)
Global Strategy at General Motors
Corporate Level Strategy: Thermo Electron
Activity: visiting newly opened café’s in
Ludhiana and conducting Competitive Analysis
Week 10 (End of week) Assignment 2
C5 Surya Transport Company
Assignments
Strategic Management Project: A semester long project that asks students (in groups of 2) to select a
company and analyse it using series of questions. It is in your best interest to select a company with
considerable public information and visibility. For a large multi product company, you may wish to limit
the assignment to a division or business unit. It is better to select companies in a well defined business:
Coca Cola, BMW, Levi’s, Dell, etc. Including data, notes, charts, diagrams etc is allowed.
Your first assignment is to choose a company/division to study and to obtain enough information about it
to carry out the following instructions and answer the questions:
Company Selection & preliminary investigation
1. Give a short account of the history of the company/division
2. Identify the mission, vision, objectives and major goals of the company

4. 3. Trace the evolution of strategies followed by it. Take times period of say last decade. Strategies which
failed, succeed, pre-planned, emergent/dynamic, Strategies followed because of competitive pressures,
any merger/acquisition made, strategies in recession etc. At least 25 strategies.
4. Who is the CEO of the company? Evaluate his/her leadership capabilities?
5. Apply any one environmental scanning tool on the company
Assignment 2
Analyze any merger or acquisition that took place in last 2 years. Discuss its advantages &
disadvantages to each company & also its effects on its stakeholders.
Internal Marks Break-up
MSE 15 marks
Hourly tests(2) 10 marks(5 marks each)
Presentation 5 Marks
Assignments 5 marks
Video presentation of Assignments 2 marks
done
Case discussions 3 marks
Books
1. Kazmi, K., Strategic Management and Business Policy, Tata McGraw-Hill, New Delhi,
2008
2. Hills & Jones, Cases in Strategic Management, Cengage Publications, New Delhi
3. David, F.R., Strategic Management: Concepts and Cases, Pearson Education, Ed.12th,
New Delhi, 2008
4. Lynch, Corporate Strategy, Prentice Hall,2000
5. Strategic Management Concepts & Cases, by Thompson & Strickland, TMG
Presentation Topics
S. No Topic
1. A comparison and analysis of marketing strategies followed for Aamir Khan’s movies
from QSQT to3 idiots
2. A critical analysis of marketing strategies followed by Bollywood for domestic and
international market.

5. 3. Taking a case of any recent New product launch, critically analyse the various factors
governing the success of the product
4. Critically analyse and compare the growth of Mukesh and Anil Ambani after
separation.
5. Critically analyze the product Mix of ITC Ltd. by using BCG matrix and suggest suitable
strategies for various products
6. The changes in Business environment are inevitable. Analyse the impact of latest
economic meltdown on IT giants like Satyam and Infosys.
7. Taking the example of GE and Toyota compare and analyse the American and
Japanese styles of management.
8. Apply the Porter’s five forces model on Tata Motors and outline the future strategies
for TM to be on recovery path
9. Study an NGO and develop the strategies for the success of the initiatives taken by
the NGO
10. Balance Scorecard is a new tool in the hands of Indian Corporate. Taking the example
of atleast two Indian companies, analyse the strategic implementation of BSC in India
11. TQM implementation is a sweet and sour experience in Indian industry. Take an
example each of a successful and an unsuccessful implementation of TQM in India
and do a culture comparison of the two.
12 Study ITC as a group and analyse its diversification strategies and identify the critical
success factors thereof.
13 Turnaround of any company is full of pains and gains. Critically analyse the
turnaround of Indian Railways and highlight the various milestones in its success.
14. Good Corporate Governance is based on ethics. Critically analyze the various ethical
issues involved in running insurance business.
15 Role of different strategists in formulation of strategies.
16. Build up a case study of Hero Cycles from rags to riches, highlighting the ups and
downs of Hero Cycles on the road to becoming the largest manufacturer of bicycles in
the world.