1. Strategic
Management
Team 7 Groupe 2 MPGO
Lucie Guerif
Laure Lamaison
Katia Monteiro
Julien Rouby
Mathieu Sima Phillipe
Julien thuillier

2. “To lead, create a shared vision”
What do you expect from a leader or colleague ?
Leaders : Looking ahead & anticipate
 Feedback on leadership:
 Advice: Shared vision
Team need to understand how the leader go to his vision
Talk to the team to create the goals and vision
Listen very closely to others: Hopes and Needs
Ability to bring people from the team into the future
“Observe the Human condition”
Article number 9:
Lucie Guérif
Leaders / Colleagues
Top ranking : Honesty
72% Be foward-looking 27%
End vision
together

3. Exemple
 Private Company: Google
 Open space to share ideas between employees and chiefs
 Relax environment to create together and to follow same goal
 Public: Administration of Pau
 Feedback from people of the company about what they
prefer at work( Invest, recognition, colleagues, salaries …)
 Shared vision about goals with agents
Lucie Guérif
Article number 9:
Lucie Guérif

4. WHAT IS the theory of your
firm?
What is the corporate theory ?
In a few words:
 1/Identify and classify the firm’s resources
 2/Identify the firm capabilities
 3/appraise the money generating potential of resources and capabilities of
the firm
 4/select strategy that best exploits the firm’s resources and capabilities
How company can continue to create value ?
Value creation, from product development to strategy, involves recombining
a large number of existing elements
good corporate theory enables the acquirer to spot bargains that are
uniquely available to it..
 The Three “Sights” of Strategy
 -Foresight
 -Insight.
 -Cross-sight.
Article number 10:
Laure Lamaison

5. Exemple
Article number 10:
Laure Lamaison
-Innovation and differentiation
are his trademark
-Lego did not base its strategy
on the acquisition of pre-existing
businesses, Lego has focused on
organic growth Lego will create
multiple subsidiaries to leave his
homeland
-Lego has a very consistent and
effective development strategy
-Since 2007, they are focusing
on intitiale model: refocusing on
the core business (production
and marketing of bricks)
-Concept: popularize electronic
commerce.
-His best-known specialty is selling
books, but it has diversified into
other products
This strategy deprives potential
exclusive affiliate income , but
allows us to offer more competitive
prices
At the begining, its "slow" growth
provoked the anger of shareholders
But Amazon has preferred to take
the time to establish a solid
roadmap before seeking to make
growth

6. How Great Companies Think
Differently?
 Traditional theories of the firm are dominated by the notion of opposition
between capital and labor. According to this view, companies are nothing more
than money-generating machines.
Institutional Logic :is built on a foundation of purpose and values, which
serve as protect against uncertainty and change
 Companies that operate using institutional logic reap substantive
benefits
 -6 ways to have a benefit in using the institutional logic
 A Common Purpose: holding purpose and values at the core of an organization’s
identity
 •A Long-Term Focus: a willingness to make short-term financial sacrifices for the sake
of long-term perspective
 •Emotional Engagement: influencing positive emotions to stimulate motivation
 •Partnering with the Public: crossing borders for both new business opportunities and
to address public concerns
 •Innovation: committing to community projects without seeking immediate returns
 •Self-Organization: trusting employees to make their own choices
Article number 11
Katia Monteiro

7.  Offers low-cost deals
Strategy of cost
domination
 So not much margin in the the
short term
 But long term, they will have
many more customers than its
competitors
Sacrifice now to reap the
benefits later.
 Great french company
 Present in more than 130
countries
 Their mission: discovering,
producing and tranforming
 They invest in a lot of
projects.
>>> Benefits later
 They are involded in
Corporate social
Responsability (CSR)
 They meet the need of the
consumer (like solar energy)
Katia MONTEIRO
Article number 11
Katia Monteiro

8. The Four Things a Service Business
Must Get Right (by Frances X. Frei)
 Each company is different with different product for different
needs, but we can find four different part essential for a good
strategy, and where we have to work/ communicate/ to do and
being the best, the strategy to sell a product change can change
the entire organization of the company. What is this part ?
• The service offering
• Funding mechanism
• The employee management System
• Customer management
 The decision for each part is difficult because that involved the
customers, employee and shareholders; More important, that
engage the company for a long time. So to see if a strategy is
efficient or good, check if we failed in ones of this point is essential.
If it’s not the case strategic grief can appeared as a threat. Some
company try to be multifunctional and every where for every one,
and don’t have focus. Generally that failed. The management is
also a problem which the different country where is a company.
Article number 12
Mathieu Sami Philippe

9. • Ikea because the costumer make a
part of the job (build the closet), so
it’s less expensive for funding
mechanism, the service offering is
show, welcoming, design, and take in
count costumer behavior with
restaurant and a play game for kids;
Cultural problem because some in
USA hate this system. But exist since a
long time now (1956)
It’s a bad example and strategy, Bic
which created pens low cost,
mostly. They wanted to be in an
other sector like parfum, in the low
costbut that created a conflict with
the costumer, it’s didn’t work as they
want, because the strategy of low
cost for parfum didn’t work.
Article number 12
Mathieu Sami Philippe

10. HOW implement a strategy ?
Blue ocean strategy
What is the two comming ? The three factors. The Three Strategy Propositions.
 Deterministic view : Conditioning by the structure.
 Blue ocean : Reverse the structure in its favor.
Strategic approach :
 structural terms .
 resource and capacity.
 strategic mindset.
Three proposed strategy:
 1/ Propose a value that attracts the consumer.
 2/ Proposal for profit.
 3/ Proposal to motivate people.
Example of Dubai :
 External context.
 Three proposed strategy
Article number 13
Julien Rouby

11. Example
The example of the city of Dubai shows us how the state was able to apply the blue
ocean strategy.
Indeed, the external environment play against the development of Dubai (Structural handicap).
-Value Proposition: Dubai has targeted foreign investor. To attract them, how Dubai has to offer advantage of
free allocation of capital and profits, a tax rate to zero, owner at 100%.
-Proposal for profit: How Dubai generate profit for the state?
The city chose to operate as a business.
(Dubai Wolrd) investors is increased transportation, tourism, real estate development. Source flow and
revenue for the state.
-A people proposition: that motivates those working for or with the company to execute the strategy. Or in
this case, with the state.
Dubai made ​​the students more easily access to the social security system as well as insurance, health care,
compensation ...
result: the people more likely to take part in the overall strategy.
Two examples of company that have managed to implement the blue ocean strategy.
-Creation VCR: who invented? General response: JVC / SONY.
False, the first company to create the VCR is AMPEX.
We remember SONY or JVC because they were able to develop a sustainable strategy.
-Creation of first PC: Who invented? General response : APPLE/IBM. False, its MITS.
Article number 13
Julien Rouby

12. The perils of bad strategy by
Richard Rumelt
 The hallmarks of bad strategy:
- Failure to face the problem ( ex: harvester company)
need to identify and analyse the obstacles
- Mistaking goals for a strategy (ex: Mr logan 20/20 plan)
- Bad strategic objectives: « a dog’s dinner » of goal with
long term label, « blue sky »
- Fluff (bank example)
 Why so much bad strategy?
- The inability to choose (DEC example)
- Template-style strategy
 The kernel of good strategy
A diagnosis, a guiding policy, a coherent actions
Article number 14
Julien Thuillier

13.  The ACER example: Bad
analysis of the market
trends
- Concentration of its
activity on the Netbook
market: strategic error
- no new tablet models,
desertion of professional
PC market.
Own examples of company bad
strategy
•Nokia example: Strategy at the
opposite of the market
-Volume strategy focused on
entry-level phones
-They missed the emergence of
new technologies. A cruel lack
of strategic vision
Article number 14
Julien Thuillier