W1 Partial

X460.
95
International Business
Policies & Strategies
presented by Christopher Li
W1
explore. experience. expand. Christopher Li 2014
the most
important
business function
2
applicable
to other business
functions & life
3
a
valuable
business
executive
4
creativity
+
analytics
+
communications
5
Class Agenda
! my background
! course takeaways (objectives)
! course overview
! assignments & grading
! strategy core concepts
6
Instructor Background
7
b l u e s t o n e p a r t n e r s

! education
! work
startups
+
VC
Sample Projects
8
Course Takeaways
! foundational understanding of strategy
! understanding of process & the tools for strategy
formulation & implementation
! BONUS: business presentations & business writing
9
10
Crafting & Executing Strategy: The
Quest for Competitive Advantage
19e Concepts & Cases
ISBN-13: 978-0078029509
Required Textbook
Christopher Li 2014
Amazon: $250 to buy or $70 to rent
Bookrenter: $40 to rent
explore. experience. expand.
not Concepts & Readings
Course Overview
11
W 1-4 W 5-6 W 7-8 W 9
core
concepts
strategic
planning
strategic
advantage
international
strategy
the digital
economy
nal
project
W 10 W 11
group
project
2 case studies
2 mini
analyses
20%
of grade
attendance + participation 15% of grade
Christopher Li 2014
30%
of grade
35%
of grade
Mini Analysis
12
! choose 2 of the following cases
! 1 in class presentation (3-5 mins) + 1 hand-in writeup
Christopher Li 2014
13
! 3 students to
present every week
! except W2 (2)
Mini Analysis
Christopher Li 2014 explore. experience. expand.
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Case Study
14
! choose 2 of the following cases
! perform detailed strategic analysis
! 1 in class presentation (7-10 mins) + 1 hand-in writeup
! sign up in W5
Christopher Li 2014
! develop a strategy for
! iWatch
! iTV
! an international strategy for a BRIC country
! a new product category
! select project on W6
! 3-4 students per group
Group Project
15
perform analysis
correctly
Grading Policies
16
80%-89% 90%-100%
perform exceptional
analysis
<80%
perform analysis
incorrectly
Assignment Procedures
17
! in class presentations & hand in assignments
! email copy of the presentation (keynote, powerpoint or
pdf) prior to class
! email subject: W# assignment
! presentation le name: your name + W#
! in class presentations
! bring an USB key to class w/ presentation + a print copy
18
Blackboard Overview
Core Concepts
! what is strategy
! strategy vs. business model
! strategic process
! strategic planning vs. annual planning
! 3 ways for a company to fail
! business writing & business presentation
19
Understanding Strategy
! strategos - a generals plan to maneuver his forces w/
the goal to defeat his enemy
20
out maneuver your enemies
21
WWII
Afganistan
sports is strategy + execution
22
23
a plan that gives a
company a
competitive
advantage over the
competitors through
di!erentiation
Competitive Advantage
! a strategy is made possible by competitive advantage
! difference that a company has or can build that will enable
the company to be better or cheaper than the competitors
! if the advantage is sustainable in long term - structural
advantage - very valuable
! sources of competitive advantages: scale; location; access
to resources; brand loyalty, regulatoryetc.
24
Exercise #1
! 3 teams
! each team has a restaurant concept
! try to win the purchase from the customer
25
Exercise #2
! 3 teams
! each team has a UNIQUE restaurant concept
! try to win the purchase from the customer
26
27
a plan that gives a
company a
competitive
advantage over the
competitors through
di!erentiation
Think Di!erent
28
! low fares
! frequent departures
! short hops
! a sense of humor & fun
Think Di!erent
29
! good for the environment
! save $$ on fuel
! care about the planet
What Strategy Is Not
! to produce XX% growth in EPS - this is an end-growth
product of a successful strategy
! to divest underperforming assets - this is an action which
frees resources to focus on strategy execution
! to acquire XYZ company in China - M&A are actions that
result from strategy & does not drive strategy
30
What Is Strategy
! directional: what you want to do - selecting markets &
market segments in which to compete in
! aspirational: what do you want to become - creating
meaningful value propositions to customers
! focused: how do you plan to get there - doing it better
or cheaper than your competitors + align strategy w/
your operations
31
Business Model vs. Strategy
! business model explains how the business works &
its economics - how does it make money
! strategy guides how the company can compete
through competitive advantage & differentiation -
how does it win in the market
32
33
Strategic Process
vision
goals
strategy
formulation
strategy
alignment
implementation
performance
measurement
external
environment
internal
environment
34
Strategic Process
Time
Goal Goal
Time
where can we be next year
and the next?.
where do we need to
be 3-5 years from now
Annual Planning Strategic Planning
incremental gain
staying ahead
plan ahead &
work backward
3 Ways to Fail
! incompetence or being a doh doh head- the company
can no longer effectively compete
! inferiority or falling asleep at the wheel - someone else
develops a better product/service
! obsolescence or getting stuck in the mud- the external
environment suddenly changes so that the company business
is no longer relevant
35
36
3 Failures
incompetence inferiority obsolescence
out-executed out-thought outd-moded
recalled after 1
month
$900M write-off
smart phone
market share
2009
70%
2013
2%
on death bed
explore. experience. expand. Bluestone Partners China, Ltd. 2013
Benets of Strategic Planning
! avoid incompetence - move plans into action; institute
performance measurement
! avoid inferiority - develop rigorous & analytical process
! resist obsolescence - perform environmental scanning;
institute forward looking viewpoint
37
38
Strategic Process
vision
goals
strategy
formulation
strategy
alignment
implementation
performance
measurement
external
environment
internal
environment
! vision is aspirational - where
are we going & what do we
want to be
! mission is purpose - what
we do & why we do it
! core values - who we are &
what we believes in
! identify the vision, mission, core values, business
model & the strategy
! do they support each other?
! the vision, mission, core values are they apparent to
an average customer?
W2 Mini Analysis
39
no need to discuss case
background or history
Business Writing
! use short & simple sentences & paragraphs; get to
the point
! use active voice - The CEO read the report not the
report was read by the CEO
! dont abuse superlatives - powerful innovative state-
of-the-art uniqueetc.
! summarize rst then list your ndings
40
Business Writing
We are proposing three options: 1, 2 & 3
Option 1).
Option 2).
Option 3).
In conclusion, the three options are
41
explore. experience. expand. Christopher Li 2014 explore. experience. expand.
Business Presentation
! horizontal logic & vertical logic
42
agenda
slide #1
slide #2
slide #3
slide #1
point #1
point #2
point #3
slide #2
point #1
point #2
point #3
point #1
point #2
point #3
slide #3
point #1
point #2
point #3
Business Presentation
! have 3 - 5 points per slide
! dont have too many slides; spend a few minutes on
each slide
! if you plan to present, use presentation short hand
! if you dont, use short sentences (w/ limited punctuation)
! use parallelism
43
Structural & Stylistic Parallelism
! incompetence or being a doh doh head- the company
can no longer effectively operate its business
! inferiority or falling asleep at the wheel - someone else
develops & operates a better business
! obsolescence or getting stuck in the mud- the external
environment suddenly changes so that the company business
is no longer relevant
44
Business Presentation (cont.)
! use san serif fonts
! arial, gill sans, helveticaetc.
! use color palette
45
san serif
vs.
serif
46
Adobe Kuler
thanks
explore. experience. expand. Bluestone Partners China, Ltd. 2013

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