Competitiveness Mini-Project Guidelines for the Project

Dr. K. Momaya

SJMSOM, IIT Bombay

Work in process; For internal discussion in Class in SJMSOM,

IITB Only

Contents

Setting the context• What & why of competitiveness• Objective • Slides on details• Final Presentation & Case Submission

Interactive Meet• Macro: Diverse trajectories

Additional perspective• From comparative cases• Evolving propositions

Feedback• Summary of key findings• Implications• Road ahead

Deliverables• Start: Proposal for suggestion @ topic (Similar in Template of BFSI

Brief BG, key questions, objectives, Methodology, Deliverables• Intermediate

Structured abstract Team name, title of project, brief BG, key questions, Objectives & Scope,

design/methodology/approach, Indicative findings, unique value added• Presentation @ Direction Seminar

Key questions, Objectives (+sub-objectives) & scope Overview of industry (India + international)

Samples: Country view: Table I in Bharat Forge Company view: Table I eMNE-whitegoods Review of corporate journey (graphical) Results from IVSA & CSF (can be for specific segments,..) Results from quick benchmarking Root-cause diagram for gap Definitions of competitiveness (across levels; alternates are fine Review of key initiatives to accelerate and impact

Details @ project presentation and report/case can be given later

Key Points for Better Learning• Start: Seek feedback in direction sem. + check out the feedback• Try to complete early phase tasks, e.g. industry analysis part fast to have clarity on key

elements e.g. Quick benchmarking to identify leading players in India & internationally IVSA to understand dynamics, find CSF Analysis of journey of firm to identify key phases, issues, Review of definitions (can be hidden) to evolve factors for benchmarking Interaction with experts to get feel for reality, issues of interest to them,..

• Get going with detailed evaluation thru benchmarking• Analyze findings, think @ reasons & refine• Communicate any articles, etc. if you with to go for bonus

points• Prepare presentation + case

Details @ project presentation and report/case can be given later

Details Regarding Final Presentation & Case / Report Submission

Contents in Main PresentationAbout 2-3 slides on each topic as listed below

PLEASE CREATE YOUR PRESENTATION IN THE TEMPLATE PROVIDED• Why & What of the Project• Very brief background (@2 slides, more in support)• Summary results of Quick Competitiveness (C) Analysis & learning

External: e.g. Industry Value System Analysis (with trends in position of firm & key competitors), Benchmarking

E.g. Internal: Review of strategic intent (mission, vision, values), definitions, performance over time (trends), key choices made & Key Result Areas (KRAs)

• Key C Issues / Questions (e.g. on journey map,..see an example• Objectives, Scope, Methodology, Deliverables• Specific Definition of Competitiveness• Results of C Evaluation (Summary + Details e.g. by Facets, Factors,..)

C processes, sources of C• Synthesis: Competitiveness options, choice made, improvement on

targeted performance, Road Map • Suggestions: e.g. to improve competitiveness process,..• Key learning @ context & concepts• Glimpse of References (Summary by reports, papers, presentations, books, web,..)

Since this may be the last opportunity for you to get feedback on the project that you can leverage to compete in many places, please strive for quality (rich collect slides) presentation that demonstrate your skills to understand, analyse and evaluate competitiveness & suggest

pragmatic plan for enhancement

Contents for Support Slides• Details (2-3 slides) of important analysis

Industry analysis: e.g. Critical Success Factors Competitiveness analysis (e.g. APP, Strategy Diamond,

Value Curve,.. Details of Competitiveness Performance

Productivity, Market/customer, employee, technology,.. Financial Analysis

Trends on internal & external benchmarking on key criteria (e.g. Revenue growth, profitability (RONA/ROCE), gross & net margins, market capitalization…) over 8-10 years

Competitor profiling (based on benchmarking)• Strategy Diamond (optional)

Answers to key questions graphically

Indicative Contents in Case +• May creatively improve on Sona Case• Very brief background to firm and challenge• Industry context

Key phases in evolution: overall and key segments• Company context

Journey (incl. graphical) through key phases, challenges & initiatives Recent dilemma, key questions

• Evaluation Internal: Review of strategic intent (mission, vision, values) & leadership,

definitions, performance over time (trends), key choices made & Key Result Areas (KRAs)

External: e.g. benchmarking with 2-4 local and at least 2 international• Sources of competitiveness

Results of systematic effort to identify specific sources Key initiatives, their linkages and impact

• Key challenges

Indicative Contents in Case +Appendices - will have bulk of output of your efforts; e.g.• Key questions, Objectives, scope• Methods• Graphical / Tabular views on key aspects e.g.

Industry: Trends in (e.g. financial: Sales, Net income,..) of key players Company: longitudinal trends in key factors e.g. HR, financial, international ,

productivity, Changes in organization culture, structure,…

• + + many relevant things you can think

• Submission: Case + Presentation• Support Folders: our VA (e.g. spreadsheets containing VA analysis• e.g. literature (articles/ papers, reports {e.g. analyst}, presentations, other

File name style: journal_acronym_institute_authors_keywords_of_title_month_year Example: IMR_IIT_10X_context_ICT_Uma_Momaya_308

for the context paper from IIMB Management Review we used

All these to be submitted latest by Nov. 6

Strategy Diamond: A Good way to Summarize Strategy / Strategic

Intent?

Few Hints to improve quality • Divide slides in two sections: essential & support• Use rich (graphical, tabular,..) slides • Put comparative data for many firms, years,… on

single slide• Must give clear source on each slide containing

borrowed Table/Figure/Quote with detailed reference at end E.g. Nasscom (2005); CMIE (2006) E.G. of Full reference, Nasscom, 2005, Engineering Services, Marketing

Intelligence Service, MIS Issue No. 58, NASSCOM, New Delhi.

• For examples learn from following cases SKSSL: journey map, tabular phases, strategies Ranbaxy: Concepts e.g., Value curve; graphs,…

Questions to be addressed in Case /Report• Why this industry, segment, firm, SBU?

• How has been the journey & C issues? Historical, Recent & Future

• What are C opportunities & area of our focus?• What methodology/approach (Graphical), concepts chosen?

E.g. APP, Value curve, EFQM, ….for International Performance (e.g. composite competitiveness score)

• What are findings from External Analysis? General, industry & competitive: Statement

• What are learning from Internal Analysis? Review of Strategic intent, leadership, definition of C (may be

implicit), performance, competencies,..• What were C/strategic choices? Options selected? Results

Choices now? How do we chose?• What do you suggest? Why?

Examples of Rich Graphical Slides

(with details)

$10 B

$20 B

$5-10 B$18 B

Existing

NewNEEDS

Existing NewCUSTOMERS

1994: Owns half-of world market ($20 B). But, market is not growing.

Growing the Pond

1995: Acquisition of Italy’s Nuovo Pignone broadened the pond to $ 25-30B.1996: Moving into supplying services as well as equipment to its utility customers opened $18B Pond – enlarging its total business to $48B.1998: Redefined its pond as global energy industry – $700B (37 times of 1994 figures)

Global Energy Pond$ 700 B.

$20 B.(2004)

Example of Changing Scope of Competitiveness “From Well-Head to Consumer”

Case of GE: GE Power Systems: 1994-04 [Now: GE Energy]

Vacations, resorts and

property development

Theme parks

BroadcastingABC Network

KCAL-TV

Disneychannel

AnimalkingdomEuro Disney

Disney/MGMstudiosTokyo

Disney LandWaltDisneyWorld

Disney Land

Cruiseliners

Plannedcommunities

Disney InstitutevacationsHotel, property and

resort development

An Example of JourneyDisney’s Portfolio

Staircases

1920 1930 1940 1950 1960 1970 1980 1990

Live entertainment

Filmed entertainment

BaseballLive theater

Hockey

MiramaxHollywood Pictures

Home videosTouchstone

Television showsLiveactionfilmsAnimated

featurefilms

Consumer productsESPN

StoresSoftwaredevelopment

Hyperion booksHollywood records

Disney storesDirect mail

AnimationCharacter licensing

Music publishingBook publishing

What can we say about Disney’s Competitiveness in 1990s?: Definition