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Strategic Approaches to Thriving in Competitive Markets: A Case Analysis for Bombardier and Indigo

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This syllabus outlines strategic frameworks for analyzing how companies like Bombardier and Indigo thrive in their respective markets. It emphasizes crucial questions about sustainable competitive advantage, innovative product development, and market expansion, while employing strategic management theories and tools such as SWOT analysis, Five Forces, and value proposition assessments. Students will explore core business strategies to enhance profitability, survival chances, and customer satisfaction through detailed case studies. Interactive group assignments will reinforce learning and application of these concepts.

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Strategic Approaches to Thriving in Competitive Markets: A Case Analysis for Bombardier and Indigo

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  1. SM 472.42 2 Winter 2012

  2. Syllabus • Questions?

  3. Readings • Wheelen et. al • ch 1 • what did you notice? • Working Through A Case • An Approach to Case Analysis

  4. So exactly what is strategy? • How can profitable growth be achieved? • How can the chances of survival be enhanced? • How can competition be withstood? • How can we thrive? Nobody really knows

  5. Bombardier How will Bombardier thrive? • “strategy” language • “strategic investment in new markets” • “big player in a small number of markets” • “engage in the development of new technologies to keep ahead of its rivals” • “Six Sigma” • “spin off the recreational products division” • core business in planes and trains

  6. Bombardier • pg 2-3 • “strategy” language • “leader in all markets in which it operates” • “exceed customer expectations with innovative products & services” • “expertise in developing and commercializing innovative products”

  7. Preparing a Case • Case Questions • Case Notes • What is an “alternative”? • an action or cluster of actions • that takes the firm in a distinct direction • that could plausibly enable the firm to thrive

  8. Indigo How will Indigo thrive? • company website • Indigo Books • http://www.chapters.indigo.ca/home/ • stock market history • Globe and Mail • http://www.theglobeandmail.com/globe-investor/markets/stocks/

  9. Prep for Thu • reading • Wheelen et al. • ch 2 • sim • Adrenaline Sports • group work • meet • decide main tasks for presentation • Feb 9 • http://buller.prov.ca/BullerCentre/projects/biomass/PAMI_Biomass%20Research%20Presentation_10-11-04.pdf • See slide 18

  10. Examples • ch 1 • Bombardier 2 - 3 • Indigo Books 21 • ch 2 • Choice Hotels 36 • Clodhoppers 47 Situation of each How will they thrive? How do we get past “a contest of opinions”?

  11. “Generic” Product/Market Goals SWOT TOWS matrix BCG matrix Environmental scanning Five Forces Benchmarking Diamond-E Scenario Planning Product Cycle Game theory Strategic Planning Tools

  12. Generic Strategies • value proposition • productivity triangle • market options • company scope

  13. Generic Strategies “Niche” “Our distinctives” • value proposition options • lowest-cost • differentiation • features • execution pick 1 “What’s our value proposition?” “Why will people prefer to buy what we’re selling?”

  14. Value Proposition Options

  15. Value Proposition • & Competitive Advantage • not the same thing • make sure: • you actually can beat competition at this • you can live off that value proposition • there are enough customers that care • you can reach them • they will pay you enough

  16. Generic Strategies • pg 21 Indigo Books • value proposition options • lowest-cost • differentiation • features • execution “What’s our value proposition?” Why will people prefer to buy what we’re selling?

  17. fast cheap good Generic Strategies • value proposition • productivity triangle pick any 2 What 3 product qualities do my sectors’ customers value most?

  18. Generic Strategies • value proposition • productivity triangle accessibility True North What 3 product qualities do my sectors’ customers value most? Hideaway Ross’ Resort Trails End price quality Pipestone Happy Landing

  19. Generic Strategies • pg 47 Clodhoppers • value proposition • productivity triangle

  20. Generic Strategies • value proposition • productivity triangle • market options • concentration • penetration • expansion pick 1

  21. Choice Hotels • pg 38 • strategic growth • conversion opportunities Econo Lodge • new construction Sleep Inn • operational services • preventative maintenance • sales • marketing • communication

  22. Generic Strategies • pg 38 Choice Hotels • value proposition • productivity triangle • market options • concentration • penetration • expansion

  23. Generic Strategies • company scope options • core business • vertical integration • horizontal integration • diversification pick 1

  24. Generic Strategies “profit pools” • value proposition • productivity triangle • market options • company scope options

  25. Generic Strategies • company scope options “profit pools” • raw materials • processing • parts manufacturing • assembly • distribution • sales • leasing • servicing profits revenues

  26. “Generic” Product/Market Goals SWOT TOWS matrix BCG matrix Environmental scanning Five Forces Benchmarking Diamond-E Scenario Planning Product Cycle Game theory Strategic Planning Tools

  27. Adrenaline Air Sports • generic strategies • value proposition • productivity triangle • market options • company scope How can they thrive?

  28. But In The Real World… strategic management externally-oriented planning forecast-based planning basic financial planning day-to-day survival

  29. “Generic” Product/Market Goals SWOT TOWS matrix BCG matrix Environmental scanning Five Forces Benchmarking Diamond-E Scenario Planning Product Cycle Game theory Strategic Planning Approaches

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