competitive analysis

BUMKT 5922

Competitive Analysis

Workshop Exercise

Topic Area: Understanding Strategy

Framework: Mintzberg – Five P’s of Strategy

General

This workshop exercise can be used either in groups or individually

This workshop exercise can be used for knowledge and skill development and may be incorporated into the assessment for this unit.

If this is to be used as part of the formal assessment process this will be outlined in the accompanying Course Description.

Overall Objective

To develop understanding and practical application skills of key frameworks and approaches for industry level analysis - with a specific focus on the Mintzberg – Five P’s of Strategy framework.

Task

Using the attached as a GUIDE you are to consider the strategy of a company that you all have some relatively strong understating of.

It is suggested that you apply this framework to an airline e.g. JETSTAR or SINGAPORE AIRLINES.

You are to evaluate the strategy of e.g. one of the above firms against the five areas i.e.:

· Plan

· Ploy

· Perspective

· Pattern

· Position

You might want to apply this framework to a selection of companies operating in the same industry.

This assists in better understanding how company’s strategies do differ – despite being in exactly the same industry etc.

This exercise will require to develop your understanding and ideas about the firm - rather than expecting to locate the answers via an internet search. Often – some well developed thinking and discussion about the firm will generate a lot of ideas etc.

For this reason it is probably better that the exercise be applied to firms that have high current general profile.

Materials

As attached.

Source: Gopinath and Siciliano (2010) – Strategize, Engage, UK

Pages 7 - 10