Competitiveness Mini-Project Guidelines for the Project

1. 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

2. 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

3. 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

4. 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

5. Details Regarding Final Presentation & Case / Report Submission

6. 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

7. 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

8. 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

9. 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

10. Strategy Diamond: A Good way to Summarize Strategy / Strategic Intent?

11. 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,…

12. 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?

13. Examples of Rich Graphical Slides(with details)

14. 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)

15. 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