Professional Documents
Culture Documents
UofT Undergrad Case Comp Training 2008-01-08
UofT Undergrad Case Comp Training 2008-01-08
Purpose
The purpose of this session is to help prepare you for this weeks case
competition.
Objectives
By the end of this session you should have a better understanding of:
How to logically structure a case presentation:
Research Tips
Example
Professionalism
Memo B
Could we reschedule todays 9:00 meeting
to Thursday at 11:00? This would make it
more convenient for Collins and Johnson,
and would permit Clifford to be present. It
is also the only other time this week that the
conference room is free.
Governing Thought:
States the answer to the question
raised in the readers mind
Key Line:
Major points which, taken
together prove the answer
Support:
Data and facts which
support the key line
Explains how
or why
An Unstructured Communication
Primary benefits
of the internet
strategy
Opportunities
and threats
ABCs
ABCs current
current
ABCs
Without
ABCs
Without an
an
customers
customers are competitors online channel ABCs online
competitors
ABCs online
more
more likely
likely to
to are increasing
ABC
risks
sales
in
are
increasing
ABC
risks
sales
in 2005
2005
shop
shop online
online
their online
losing
some
could
reach
losing
some
could
reach
than
than the
the
product
customers
$100mm
product
customers to
to
$100mm
general
general
assortment
competitors
assortment
competitors
population
population
Defend
Defend
market
market share
Grow
revenue
revenue
Develop
Develop
deeper
deeper
relationships
relationships
with
with
customers
customers
Support
Support ABCs
operating
operating
strategy
strategy
A Structured Communication
Governing Thought:
Key Line:
Support:
Re-engineer core
functions to save $5mm
Evaluate
Evaluate
internal
internal
cost
cost of
of
core
core
function
function
Compare
Compare
cost
cost of
of
function
function to
to
best-in-class
best-in-class
benchmarks
benchmarks
Adopt
Adopt best
best
practices
practices
based
based on
on
benchmarks
benchmarks
Outsource non-core
functions to save $3mm
Differentiate service
levels to save $2mm
Evaluate
Evaluate
cost
cost and
and
service
service
level
level of
of
potential
potential
partners
partners
Determine
Determine
economic
economic
level
level of
of
service
service for
for
each
each
segment
segment
Select
Select
non-core
non-core
functions
functions
Choose
Choose
one
one
partner
partner for
for
each
each
function
function
Segment
Segment
customers
customers
by
by value
value
Shift
Shift lower
lower
value
value
segments
segments
to
to lower
lower
cost
cost
channels
channels
2.
3.
Deductively
Chronologically
Structurally
Comparatively
Situation:
Governing Thought:
Answer
Key Line:
Support:
10
Governing Thought:
How?
Key Line:
11
Step 1
Step 2
Step 3
Governing Thought:
Why?
Key Line:
12
Competitors are
developing a substitute
that may capture the
market if launched first
Reason 1
Reason 2
Reason 3
S:
C:
Q:
A:
Sows Ear Inc. developed a silk purse product line 2 years ago
Since then, the silk purse division has been unprofitable
What should Sows Ear do?
Sows Ear Inc. should abandon its silk purse product line
S:
C:
Q:
A:
S:
C:
Q:
A:
13
Activities:
14
Synthesize
findings from
interviews,
research and
analysis
Create a list
of key points
Summarize the
Points
Write a
sentence that
states the
essence of
each category
Example
Mutually
Exclusive
MECE
Making Dinner:
Select menu
Buy ingredient
Prepare courses
Mobile Phone Types:
Analog
Digital
GSM
Collectively
Exhaustive
15
Storyboarding
Creating a storyboard provides an outline for the presentation and the path you will follow:
Uses Pyramid Structure as a foundation
Maps out the storyline of a presentation
Establishes team and judging panels expectations about what is to be produced and delivered
Helps organize work and define data needs
Establishes evaluation frameworks and criteria used in the assessment
Facilitates greater productivity and higher quality
Keeps an engagement focused
16
Governing Thought:
Key Line:
Overall
Overall costs in Mexico are
75%
75% lower
lower than
than in
in
Wisconsin,
Wisconsin,
resulting
resulting in
in recovery
recovery of
of
moving
moving costs
costs in
in 6 months
Cutting
Cutting Edge
Edge Corporation
Corporation
should
should close
close its razor
manufacturing
manufacturing operation
operation
in
in Wisconsin
Wisconsin and
and
manufacture
manufacture razors
razors in
in
Mexico
Mexico
Mexico
Mexico provides an
operating
operating environment that
is
is as
as stable
stable as
as Wisconsin,
Wisconsin,
ensuring
ensuring continuity
continuity of
of
operations
operations
Support:
One page for each idea
17
Situation
Complication
(Question)
Page 1
Page 2
Manufacturing
Manufacturing technology
technology is
is
more
more advanced
advanced in
in Mexico
Mexico
than
than in
in Wisconsin,
Wisconsin, enabling
enabling
Cutting
Cutting Edge
Edge to
to leverage
leverage
leading
leading edge
edge capabilities
capabilities
Each
requires
a set-up
page
18
Quantitative
Definition
Examples
Sources
Market share
financial
statements
Qualitative
surveys
censuses
Pending lawsuits
press releases
Consumer trends
annual reports
statistical studies
Research Tips
Structuring your research using a defined approach can help you research
effectively in a short period of time
Several models can be applied to help you structure your research. One
example is Porters Five Forces
Your approach to case research should mirror the logical structuring of your
presentation
But how do you know what your recommendations are before conducting
your research?
Answer: Guess.
The advantage of this approach is that it can dramatically reduce the amount
of time spent on research. You will be focusing your efforts on facts that
support your hypotheses
20
This is a file that documents all of the research sources that have been
reviewed and includes a summary of key findings, facts and sourcing
information. A research log allows for easy dissemination of key findings
saving time. Assign a format and owner up front
Example
21
22
23
25
26
You will not come up with a recommendation that is irrefutable and 100%
supported by the facts, so at some point, your group must make a decision
and run with it spend the rest of the time supporting your decision and
creating a compelling story
27
28
Build Google into a portal like Yahoo! Or MSN by aggregating content into
thematic channels
Evaluation Criteria
Analysis
Presentation
Considered risk
Recommendation
Admitted weakness
Answered as a team
29
30
31
32
33
34
35
36
37
38
39
40
41
Data Sourcing
42
43
44
45
46
47
48
49
50
Terry Huang
Aron Lau
Ke Zhang
Godmans Chow
New frontiers?
Growth Strategy
Agenda
Growth Strategy
Growth Strategy
Implementation
Measurement Metrics:
Market Potential
What should
Google do?
Use Pyramid
Structure to
Frame the
Storyboard
Extend
Googles core
search &
targeting
competencies.
Option 1
Branch into
new areas
Build Google
into a portal
Extend
Googles role
into ecommerce
Develop
Products to
Compete with
Office &
Windows
International
Search
Mobile
Advertising
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Introduction
Option 2
Narrowcasting
Implementation
Market Potential
Has opportunity to further monetize its search solutions through
targeted advertising
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Google should not branch into new arenas. The three arenas proposed deviates from the company
mission, or have tremendous risks (market potential).
Develop products to
compete with Office and
Windows
Acting as an
intermediary facilitating
transactions (Google
Checkout) is consistent
with the mission of the
company.
There is strategic
leverage in building an
ecosystem around
content and advertising
that is an extension of
our search mission.
- Schemidt
Introduction
New frontiers?
- Schemidt
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Google should not extend in e-commerce or develop products to compete with Microsoft due to the
high risks (market potential) involved.
1 Wikipedia.org
2 CNN.com
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Google should not extend in e-commerce or develop products to compete with Microsoft due to the
high risks (market potential) involved.
1 Wikipedia.org
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Google should continue to strengthen its expansion into the international online advertisement
market.
U.S. internet user is 30% of all users in the
world.
By 2009, it will decrease and become
27.7%.
eMarket.com
eMarket.com
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Who is the
competition?
How do their
products &
services differ
Yahoo, MSN,
Local search
engines (Baidu)
Google's
competitors
entered the
market earlier,
and tailored
products to adapt
to local
customers.
Perhaps
government
regulations
(censorship
issue in China)
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
We believe the emerging mobile advertising market is a fit for both Googles technological expertise
and philosophies.
The potential of the mobile user base is
promising, projected to rise to 1 billion
users of 3G data services by 2011.
More Data!!
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
We believe the emerging narrowcasting market is a fit for both Googles technological expertise and
philosophies.
Narrowcasting revenue in the US is
projected to reach $1.2 billion by
2009 - >$700 million in
network/software operations.
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Implementation
Who is the
competition
?
How do their
products & services
differ
What are
the risks?
Inaccurate
forecast of
market.
EK3, Scala,
ipSigns
Introduction
Current infrastructure
of fixed targeted
content that is not
user targeted
New frontiers?
Privacy concerns,
government billboard
regulations, aesthetic
trends
Growth Strategy
Growth Strategy
Growth Strategy
Changing
government
regulations
on public
ads.
Implementation
Google can approach to enter the international online searching and advertising market with relative
ease.
To continue strength its expansion in the international online advertisement market
Identify potential international market to expand its service
Conduct market research to understand customer behavior
Develop localized applications and adapt to taste of local customers
Cooperate with local business (partnership, M&A)
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Google can approach to enter the narrowcasting and mobile advertising market with relative ease
Inconsistent
Font
Google
Maps
Google
Mobile
Google
News
Blogger
Google
Server
Retail
Targeted User
System
Corporate
Group/Individual
Integrator
Hospitality
Services
Public Spaces
Advertiser/Contents
____
Gamers
Anyone
____
Mobile device users
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
International
Search
$4.98B ($2.4B
market with 20%
annual growth)
Recommendation
Again Backed Up
by DATA!
Mobile
Advertising :
$1.0B(assuming
1/3 market
share)
Introduction
New frontiers?
Clear Visual
Representation
Combined
revenue growth
of an additional
$6.5B by the
end of 2011.
Growth Strategy
Growth Strategy
Narrowcasting:
$0.5B
(assuming 1/3
market share)
Growth Strategy
Implementation