fbs - lesson 2 week 1

8/14/2019 FBS - Lesson 2 Week 1

http://slidepdf.com/reader/full/fbs-lesson-2-week-1 1/14

INSTRUCTOR: PAUL J. RAPANTEMAIL - [email protected]

Foundations of Business Strategy International College at Beijing



Session Agenda

What is Strategy?

Strategic process

Case 1 – Ben & Jerry’s Homemade Ice Cream Inc



What is Strategy?

"Strategy is the direction and scope of an organizationover the long-term: which achieves advantage for theorganization through its configuration of resources withina challenging environment , to meet the needs of markets and to fulfill stakeholder expectations"



What is Strategy?

* Where is the business trying to get to in the long-term (direction)

* Which markets should a business compete in and what types of activities are involved in such markets? (markets; scope)

* How can the business perform better than the competition in those

markets? (advantage)? * What resources (skills, assets, finance, relationships, technical

competence, and facilities) are required in order to be able to compete?(resources)?

* What external, environmental factors affect the businesses' ability to

compete? (environment)? * What are the values and expectations of those who have power in and

around the business? (stakeholders)



Strategy defined

Henry Mintzberg’s 5P’s Plan – Detailed from start to finish

Ploy – Short-term in nature, to gain advantage overcompetition

Pattern Behavior - Sometimes unintentional that turn intoconsistent behaviors

Position – How companies relate to their competition andmarkets

Perspective – Changing culture to achieve success



Strategy defined

Deliberate and Emergent Strategies

Deliberate Planned with a specific objective

Monitored and controlled start to finish

EmergentNot pre-conceived, but develops over time



Levels of strategic decision-making

Operational LevelDay-to-day

Tactical LevelMedium-term (months-one year

Strategic LevelLong-term (years)



Stakeholders

Any group or individual that can affect or be affected by theachievement of an organization’s achievements Internal

Directors

EmployeesEmployee representatives

External

Shareholders

Customers

Suppliers

Competitors

Communities and society



Stakeholders

Mendelow Stakeholder interest and power Interest – willingness to influence the organization and the extent

to which the stakeholders cares

Power – the ability to influence the organization

Formula:

Stakeholder interest = power x interest



Stakeholders

Least influential

Most influential

Low

Low

High

High

I n c r e a s i n g i n f l u e n c e

Stakeho

lderin

tere

st

Stakeholder power



Strategic Process

Internal Analysis External Analysis

External opportunities

and threats

Internal strengths

and weaknesses

Identification of key strategic issues

Implementation and management of thechosen strategy

Evaluation of options andselection of strategy

Continu

alFee

dbackC

ontinualFeed

back



Strategic Process

Never-ending process

Adapt to the environment

Three stages

Two main stages Internal analysis

External analysis

Third stage

• Implementation and management

Feedback link



Case 1 - Instructions

Break out into teams of 6-8 people

Read the case and discuss Case Analysis structureSituation overview (1-2 paragraphs outlining the case in your

teams own words)Problem statement (1-2 paragraphs outlining what is impacting

the company)

Alternatives (3-4 ideas, 4-6 paragraphs)

Critical Issues (1-2 paragraphs, clearly explain what is or canprevent this company from being successful)

Recommendation (1, clearly explain what your team thinks thecompany should do – provide steps and timelines)



Assignment #1

Read Ben & Jerry’s Homemade Ice Cream Inc. “A new corporate concept of linked prosperity”

Follow the case instructions and hand in completed case analysis by September 26th (Assignment will only be accepted on or before

this date) Paper must be 11-12 font typed (no hand written papers will be

accepted)

Paper can be emailed or printed (stapled)

Paper must include

• Each member name in pinyin• Each member student ID #

fbs - lesson 2 week 1

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