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Competitiveness Mini-Project Guidelines for the Project. Work in process; For internal discussion in Class in SJMSOM, IITB Only. Dr. K. Momaya SJMSOM, IIT Bombay. Contents. Setting the context What & why of competitiveness Objective Slides on details

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competitiveness mini project guidelines for the project

Competitiveness Mini-Project Guidelines for the Project

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

Dr. K. Momaya

SJMSOM, IIT Bombay

contents
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
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
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

slide6
Contents in Main PresentationAbout 2-3 slides on each topic as listed belowPLEASE 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
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
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 case1
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

few hints to improve quality
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
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?
slide14

Example of Changing Scope of Competitiveness

“From Well-Head to Consumer”

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

CUSTOMERS

Existing

New

Growing the Pond

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

$5-10 B

$18 B

Global Energy Pond

$ 700 B.

New

1995: Acquisition of Italy’s Nuovo Pignone broadened the pond to $ 25-30B.

NEEDS

1996: Moving into supplying services as well as equipment to its utility customers opened $18B Pond – enlarging its total business to $48B.

$20 B.

(2004)

Existing

$20 B

$10 B

1998: Redefined its pond as global energy industry – $700B (37 times of 1994 figures)

slide15

Vacations, resorts and property development

An Example of Journey

Disney’s Portfolio

Staircases

Cruise

liners

Planned

communities

Disney Institute

vacations

Hotel, property and

resort development

Theme parks

Animal

kingdom

Euro Disney

Disney/MGM

studios

Tokyo

Disney Land

Broadcasting

ABC Network

Walt

Disney

World

Disney Land

KCAL-TV

Live entertainment

Disney

channel

Baseball

Live theater

Hockey

Filmed entertainment

Miramax

Hollywood Pictures

Consumer products

Home videos

ESPN

Stores

Touchstone

Television shows

Software

development

Live

action

films

Hyperion books

Hollywood records

Animated

feature

films

Direct mail

Disney stores

Book publishing

Music publishing

Character licensing

Animation

1930

1940

1950

1960

1970

1980

1990

1920

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