final 42
Final Project
To understand strategies in the framework of missions, organizational structures, strategic plans, and other related stakeholders.
To see the actual dynamism of strategies in a real case.
Research question: “What do you want to know/discover?”
Anything will be fine.
Utilize the following items!
Vision and mission (optional)
External and Internal Assessment (SWOT)
Use “transformation” and “Neutralization” approach!
Strategic goals and Strategic directions (Porter and Ansof: Efficiency vs Effectiveness, Market vs Products, Cost vs Value added)
Strategic framework learned in Ch 5.
Descriptions (Explanations, opinions, and interpretation) and Analyses (Strategic sense, reality, and insightfulness)
Presentation: Interest, acceptance, and active thinking of audiences.
Cover page
Title
Full names of your members
Course name Instructor’s name --Visuals! (Graphs, tables, pictures to support readers’ acceptance)
Page requirement: Not really
Example here will have 10 pages (1-2 pages for the Overviews, 0.5-1 page for Research Objectives, 1 page for missions, 3 pages for three major areas of business, 3 pages for discussions and analysis, and 0.5 page for conclusion and reference.)
Overview of the players and the industry
Choose a player (players)
Industry overview
Product areas of the player(s)
Current movements and uniqueness (T and O)
Strategic characteristics (Conventional strategies, competitors movements)
Profiles of the player(s):
Market position
Products and services (and market segments and share)
Important history or facts to find a general tendency of strategies.
The general strategies and major reasons
Competitors
Profits (Finance) and trend
Research Objective(s)
What do you want to know about strategies?
Focused and interesting topic(s).
Information availability to make discussions and analysis.
Example:
I want to know why CASIO has been able to occupy certain but constant market share and profit in a wrist watch segment.
Cost leadership without price competition and premium pricing in a wrist watch segment. Not #1 but “Only one” company.
Mission by Mr. Kashio: “To achieve growth for the company and increase corporate value by introducing totally innovative ideas and advanced technologies that make the world a better place.”
Literature review
Literature review (Selected information for research questions).
https://www.marketing91.com/marketing-strategy-casio /
http:// arch.casio.com/file/ir/pdf/annual_2013_06.pdf
Analysis
Analysis (Make sure your analysis has depth to maintain power of persuasion).
Digest and interpret the information to attain the research objectives.
Relationship between missions and strategies
Basic strategic moves (Typology) --- Clear market positioning and branding for clear separation of cost leadership and differentiation. Market segmentation to market penetration (Digital watch F91 for price sensitive mass markets, G-shock for used-to-be TIMEX segment, G-shock for used-to-be US disposable military watch segment, Professional functions to G-shock for SUUNTO type of segment, “Couple purchase” by having female models, Niche segment such as Middle east segment).
Reasons/justifications (Why? How these contribute to share and profit?)
Competitive advantage: Brand, Performance, Recognition, and Technology (SWOT)
Matured technology (Digital – 45 yrs, Quartz – 55 yrs, and Automatic – 90 yrs)
Production (Movement, Assembly, Warranty)
Limited distribution (For Japanese MKT, For Global MKT, For Asian, US, European, Middle east MKT)
Mass productions with lean production system
Low operating costs
Basic revenue (just like a basic income)
Distribution network (From online to discount stores, basically anywhere)
Discussion and Conclusion
Discussion
Explanations of your analyses in a way audiences will be able to understand and accept. This is a critical stage of articulations!
Conclusion
This is a stage to make sure audiences are accepting (at least, understanding).
Check audiences attitudes, facial expressions, or questioning.
This is why CASIO has been able to occupy certain but constant market share and profit in a wrist watch segment.
Future concerns