Punjab College of Technical Education

Ludhiana

Course: Strategic Management, MB 401 and International

Business Strategy (MBA-IB)

Faculty: MR GAUTAM BANSAL /Mr P.P.Singh

09814704132
gautam@pcte.edu.in

Course Objective:

To provide a strong grounding in the concepts of strategy management and building on

the brawny foundation in the Strategy core course

Key Themes:

In addition to reinforcing and deepening learning in the core Strategy course, this course
will have the following main themes:

- Strategy Process
- Environmental Scanning
- Multi-business Strategy (Corporate and Business Level )
- Strategic Analysis and Choice
- Strategic Resource Allocation, Leadership & Organizational Transformation

The course will pay particular attention to strategic issues arising from globalization.

Evaluation:
Marks
Case Analysis 10
Assignments 5
1st Hourly and 5 Marks
2nd Hourly each
MST 15

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Pedagogy:
The course will be based on analysis of cases and discussion of key concepts through
presentations and lectures. Since learning from cases is a participative learning process, all
students attending this course are expected to be prepared with the case for the day. Please make
sure that you bring your copy of the case with you to class. Students who are not prepared or
who do not bring the case to the class may be asked to leave the class and forfeit attendance
for the session concerned.

Case Pedagogy
Each student will have to submit a comprehensive case analysis of a case that will be discussed in
the class. The case to be analysed will be assigned in advance to the groups. The submission of
the case analysis will be due at the beginning of the class in which the case is to be discussed by
the group. The group will brief and initiate the discussion to the rest of the class.
No late submissions will be accepted.

There is no word limit for the case analysis though brevity will be appreciated. Each case
submission should include answers to all the discussion questions. However, it is advisable to go
beyond these questions and consider all other issues that you believe are relevant. While you may
discuss your analysis with others, it is expected that the final written assignment be done by your
group. If you refer to any other material (article, website, BLOG, egroup, etc.) in writing your
assignment, this must be explicitly acknowledged with full citations. Please use the
footnote/endnote facility available in MSWord for this purpose.

* At the end of the course each group will be assigned a new case. The group members will
study the case and submit the analysis in writing in detail.

Integrated Case Grid – Strategic Management Course

SECTION WISE
1 2 3 4 5 6
SECTIONS IN
COURSE BREAKUP Key Concept Difficulty
CASE
1. Pleasure Wheel X . . . . . Nature & Importance Low

2. Arvind Eye hospital X . . . . Environment Appraisal High

IEE/EFE Analysis &
3. Tata Motors X X . . . High
Leadership
4. ITC Bhadrachalam X Strategic Analysis Medium
Corporate Level Strategy
5. Hitech Antennae X . . X High
& Resource Allocation
Business Level
6. South West Airlines X . . Medium
Strategies
Industry Analysis &
7. TI Cycles X . Medium
Choice
8. Handspring International
X Strategy Implementation Medium
Cooperation

*Cases will be available in soft form, shortly

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Assignments/MSE’s
Assignments will be evaluated on the basis of Contents, Language and Presentation

Term Paper/Activity: Students will work in groups in drafting a Strategic Road Map
for any local company or business Unit in any functional divisional Issues.
Details regarding the same will be discussed in the class. At the end of the
semester groups will prepare the case study and submit.

Presentation
The Class Presentation is scheduled on 27th January 2010. The presentations will be
delivered by the respective groups formed in the beginning of semester.
Following rules of presentation must be followed
1. Students will be informed regarding the groups and title of their presentation well in
advance at least 10 days before the day of presentation
2. Students will submit the presentations report at least three days before the day of
presentations for necessary modifications / additions and deletions
3. Rules for report writing
• Report must be computerized with 14’ font (Main Heading), 12’ for general
writing, Times New Romen, Justified.
• Title of the report should contain all the details regarding the project title,
submitted by, submitted to, course and class details etc
• At the end of the bibliography/ references must be given in details
Oral presentation
• Only English language is permissible for presentation
• One student from the group will be acting as chairperson who will introduce the
topic to the audience and control the presentation, formally start and finish the
presentation
• Maximum time for one group will be 30 minutes followed by 15 min discussion
• No paper or written material help is allowed during the presentation. Presenters will
prepare the power point presentations for delivering the presentation
• Presenters must be in strict formal while delivering the presentation

CLASS FORMAT:
The class will be conducted in a lecture-discussion format. Very little lecture time will be devoted
to topics that the average student can readily comprehend on the basis of self-study. Instead,
class discussion will focus on areas where comprehension is substantially enhanced by additional
elaboration or illustration. Several mini-case analyses will be assigned by the teacher in the
semester.

ATTENDANCE:
• Minimum 75% attendance is compulsory for every student in the class
• Students can enter the class and get their attendance marked till the teacher is taking
attendance. After that students will be allowed to sit in the class but no attendance will be
given.
• No compensation or extra lectures will be taken at the end of the semester to complete
the attendance
• In case of emergency students must get the leave approved from the instructor before
going on leave. Students must be clear the leave will not be considered as attendance
while calculating the final attendance at the end of semester.

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 • College leave rules regarding the fine will be applied as such.

Evaluation rules:
• Students must stick to the deadlines regarding the assignments, and case studies. In case
any student is not able to deliver due to Unavoidable circumstances, he/she has to put the
request for assignments with in three days after the schedule day. After that no request
will be entertained.
• It is compulsory for every student to appear in MSE, 1st Hourly and 2 nd hourly.
Students will not be given second chance for these exams. (In case of emergency MSE
can be taken again only at the discretion of the invigilator from total of 10 rather than 15
marks).

SECTION-WISE SCHEDULE

Section-1 Introduction to Strategic Management

L 1-3 Definition & nature
Scope and importance of strategy
Strategic decision making
Process of strategic management and levels at which strategy operates.
Role of strategists
Defining strategic intent: Vision, Mission
Business definition, Goals and Objectives
Assignment 1: Draft a Strategic Intent of the firm/Business house/
Company in question.
Case -1:

Section-2 Environmental appraisal

L- 5 to 9 Concept of environment & its appraisal
components of environment (economic, legal, social, political and
technological)
Environmental scanning techniques- ETOP, QUEST and SWOT
(TOWS).
Techniques
Techniques
The internal environment, organizational capabilities in various
functional areas and Strategic Advantage Profile
Methods and techniques used for organizational appraisal
Value chain analysis, Financial and non financial analysis, ,
historical analysis, Industry standards and benchmarking
Balanced scorecard and key factor rating
Identification of critical success factors
Assignment 2:
The students are required to analyse internal and external
environment of the company assigned to them using IEE and
EFE Matrix.
Power point presentation - Available
Case -2: (L-10, 11)
Case -3: (L-12, 13)

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Section 3 (Corporate Level Strategies)
L-14 to 16 Corporate level strategies-- Stability, Expansion, Retrenchment and
Combination strategies.
Corporate restructuring. Concept of Synergy.
Mergers and acquisitions
Corporate restructuring
Assignment:-3
The students are required to identify any example of Corporate
Level Strategy in the recent times and analyze the following
1. Company profile
2. Products, Services, Markets (Domestic and
International)
3. History of Events
4. Factors considered for adopting a particular strategy
5. Execution of strategy and its outcome

Power point presentation - Available

Case 4: (L-17, 18)
Case 5: (19, 20)

Section 4 (Business Level Strategies)

L-21-23 Business level strategies—Porter’s framework of competitive strategies
Conditions, risks and benefits of Cost leadership, Differentiation and Focus
strategies
Location and timing tactics. Concept, Importance, Building and use of Core
Competence.
Assignment:-4
The students are required to identify the core competencies of the company
assigned and explain the following:

1. Competitive strategies adopted in last 10 years

2. Outcome of those strategies
3. Present status
Power point presentation - Available
Case 5: (L-24, 25)

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Section-5 (Industry Analysis and Choice)
L-26-28 Strategic Analysis and choice—Corporate level analysis(BCG, GE, Nine Cell,
Hofer’s product market evolution and Shell Directional policy matrix)
Industry level analysis; Porter’s five forces model. Qualitative factors in strategic
choice
Assignment 5: Analysis of the industry on the basis of the company
allotted in the beginning using PORTER’S INDUSTRY ANALYSIS
TEMPLATE.
Power point presentation - Available
Case 6: (L-29, 30)
Section -6 (Strategy Implementation)
L-31-35 Strategy implementation: Resource allocation, Projects and Procedural issues
Organization structure and systems in strategy implementation.
Leadership and corporate culture, Values, Ethics and Social responsibility
Operational and derived functional plans to implement strategy. Integration of
functional plans.
Strategic control and operational Control
Organizational systems and Techniques of strategic evaluation.
Assignment 6: Identify any Business Leader and explain his/her qualities
taking in view the strategic decisions taken by him in the business.

Power point presentation - Available

Case 7: (L-36, 37)
Case 8: (L-38, 39)

Suggested Readings (Articles)

“How to Thrive In Turbulent Times” by Donald Sull, HBR, Feb2009,(Available.

PCTE Library)

1. “Curveball: Strategies to foot the competition” by George Stalk, HBR,

Sept2006, Page 114….. (Available.PCTE Library)

2. “How to implement a new strategy without disrupting your organization” by

Ropert S. Kaplan & David Norton, HBR, March 2006, Page 100…..
(Available.PCTE Library)

3. “Strategy for two sided markets” by Thomas Eisenmann & Geoffrey, HBR,
Oct, 2006 Page 92….. (Available..PCTE Library)

4. “Putting Leadership back into Strategy”by Cynthia

A.Montogomery,HBR,Jan 2008 (Available.PCTE Library)

5. “The Magic of Localization” by Darbel K. Rigby, HBR, April 2006, Page

82…. .(Available.PCTE Library)

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Suggested Readings (Books)
1. “Strategy Management” by Fred David – Prentice Hall of India
2. “World Class in India” Ghoshal, Piramal and Budhiraja – Penguin
3. “Exploring Corporate Strategy” by Johnsons & Scholes – Prentice Hall of India
4. “Strategic Management” by Pearce and Robinson – AITBS
5. “Mind of Strategist” by Kehi Niohm
6. “Crossing the chasm” by Jeffery Morrey