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B RY S O N B E L LD A N A C O O K
I A N WA L R O V E NP H I L I P W I N F I E L DT Y L E R B U S C H M A N
J O R D A N J O N E SS T E P H A N I E L I G H TA U S T I N B A S T I A N
Appendix 2
What is a Case?
A StoryWhat do you do with the information?Case analysis typically has six parts
External analysis, internal analysis, strategic issues, strategic alternatives, recommendations, implementation
Executive Summary
Company Vision/Mission A statement to reflect what the company stands for
and strives towards Under Armour: ‘To make all athletes better through
passion, science and the relentless pursuit of innovation’
Company Goals What the company strives to achieve internally and
externally
Executive Summary
Company Policies/Values Refers to the ethical, personal and cultural,
economical values the company incorporates internally and externally when doing business Under Armour’s core values were founded on:
innovation, inspiration, reliability and integrity
Corporate and Competitive Strategies How the company plans on growing and progressing
in the current and future market
External Analysis
This section includes a description of opportunities and threats found in the specific and general external environmental sectors.
Talks about the industry you are in and the competitive forces.
External Analysis
Things to include: Competition Analysis- Porter’s 5 Forces (opportunities
and threats) Rivalry Entrants Bargaining power of buyer Bargaining power of Supplier Substitute Products
BOS: talks about this in chapter 3 Reconstructing Market Boundaries Examining your Red Ocean
G2G: looks at this topic by referring to knowing who you are as a company and what you stand for to be successful
External Analysis
General External Environment (opportunities and threats) Economic: what’s going on in the economy Demographic: are there new demographic changes
that affect strategy Sociocultural: society affects trends Political-legal: new laws that affect business? Technology: new technological advances
External Analysis
Boal's industry analysis questions address these issues “business and economic characteristics” Competitive forces
Using all of these resources and using ideas from BOS about creating Blue Oceans, knowing your market and G2G knowledge of what companies should be doing to be great gives us a clear picture of all the things to think about when doing an external analysis
Internal Analysis
The internal analysis section of a case analysis includes a description of the strengths and weaknesses found in an organization’s internal functional areas. SWOT analysis
The internal analysis section should include an analysis of top management and board of directors.
Once you have analyzed all of the internal areas, you should describe the specific strengths and weaknesses you see in each area and explain why you see them as strength or weaknesses
Internal Analysis
Strengths/Weaknesses found in the functional areas within BLM Inc. Strategic managers strengths/weaknesses
BLM’s strength: CEO is very hands on BLM’s weakness: CEO is very hands on
Corporate structure strengths/weaknesses BLM’s strength: Organized into different product divisions BLM’s weakness: Company isn’t organized around geographic
markets Corporate culture strengths/weaknesses
BLM’s strength: Employees believe in the products, company is very people oriented, company emphasizes open communication
BLM’s weaknesses: none found
Internal Analysis
Strengths/Weaknesses found in the functional areas within BLM Inc. Production-operations strengths/weaknesses
BLM’s strength: Most of the company’s production facilities are less than seven years old.
BLM’s weakness: Company has a large number of suppliers
Marketing strengths/weaknesses BLM’s strength: Company logo, repeat customers BLM’s weakness: Target market is narrow, Global
marketing has not been effective
Internal Analysis
Strengths/Weaknesses found in the functional areas within BLM Inc. R&D strengths/weaknesses
BLM’s strength: Current expansion of R&D facility BLM’s weakness: No global R&D facility
Human resources management strengths/weaknesses BLM’s strengths: Educational benefits offered to employees BLM’s weakness: Assembly work on custom ordered
motorcycles is précis and demanding Information systems strengths/weaknesses
BLM’s strength: Numerous forms of communication with employees and customers
BLM’s weakness: Web site is only in English
Internal Analysis
The final part of an internal analysis for a case analysis is a four part financial analysis
1) Ratio analysis and comparison to industry/company trends
2) Graphs and charts outlining sales, profits, and any other important financial measures
3) listing and explanation of a company’s financial strengths and weaknesses
4) a statement of the companies financial condition (i.e. weak, fair, strong)
Strategic Issues
After SWOT Analysis
Identify Critical Weaknesses
Identify Opportunities
Identify Distinctive Competencies
Strategic Issues Example
Big Loud Motorcycles
Target market is very narrow
Missing significant marketing opportunities
Strategic Issues for Underarmour
Narrow Market compared to competition
Implementation issues for new product lines
Need to expand their brand to appeal to more people
Strategic Alternatives
Address the strategic issuesPropose at least two alternatives to address
each issueDescribe what, how, who, when, and where of
each alternative
Under ArmourStrategic Alternatives
Blue Ocean StrategyLooking at noncustomers through three tiersDevelop and target products towards femalesGood to GreatTechnology accelerators
HeatGear has anti-odor technology helps prevent the growth of odor causing microbes
Under ArmourStrategic Alternatives
Strategic Issue: Men’s apparel line is more successful than the women’s. Missing out on a big opportunity since roughly half of the population is female.
Strategic Alternative: What: Design and develop products for females and target
through advertising aimed at females. How: Find out what women want to wear and see through
current customers, surveys, and focus groups. Who: Marketing research department will be responsible for
collecting information, pursuing, and developing a plan. When: Start immediately to take advantage of the opportunity. Where: Alternative will be done in U.S. market and involve
input from headquarters in Baltimore.
Recommendations
After you’ve developed your strategic alternatives…
Time to make some choices.
Which alternatives are you choosing? Why?
Which alternatives are you rejecting? Why?
Recommendations
Choose the best alternative Note: You can choose as many of your alternatives to
“resolve” your issue as you want, as long as they’re not mutually exclusive.
Explain how your chosen alternative(s) will resolve the strategic issue.
Implementation
Disadvantage of case analysis: can’t put your proposed ideas into action
To overcome this, your case analysis should provide a description of what changes would have to take place if your chosen strategies were implemented
3 Ways to Approach Implementation
Describing proposed changes in organizational structure
The proposed changes in organizational culture
Source of funding for implementing the chosen strategies
Case Study: BLM
Ch. 8 Blue Ocean Strategy:Build Execution into Strategy
All members of the organization need to be aligned around a strategy and support it
Overcome organizational hurdles
Create a culture of trust and commitment
Ch. 8 Good to Great:A Culture of Discipline
The main points of this chapter: Build a culture full of people who take disciplined
action within the three circles Consistent with the Hedgehog Concept
BLM case studyUnder Armour
Conclusion
Case Analysis External Analysis Internal Analysis Financial Analysis Strategic Issues/Alternatives Recommendations Implementation