Professional Documents
Culture Documents
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:
Example
Professionalism
Enables the writer to identify gaps by anticipating and responding to the readers questions before the communication is delivered
3. Provides clarity to the reader Prevents the reader from working to understand the message, thereby eliminating the possibility that your message is misunderstood or ignored entirely
Memo A John Collins telephoned to say he cant make the meeting at 9:00. Hal Johnson says he doesnt mind making it later or even tomorrow, but not before 10:30 and Don Clifford wont return from Frankfurt until tomorrow late. The conference room is booked tomorrow, but free on Thursday. Thursday at 11:00 looks to be a good time. Is that okay with you? 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
An Unstructured Communication
ABC should go online and the first priority should be to defend its current market share
ABCs current ABCs Without an customers are competitors online channel ABCs online more likely to are increasing ABC risks sales in 2005 shop online their online losing some could reach than the product customers to $100mm general assortment competitors population
Grow revenue
A Structured Communication
Governing Thought:
Acme can reduce costs by $10mm in the next 2 years through some operational improvements
Key Line:
Support:
Deductively
Chronologically Structurally Comparatively
Situation:
A statement about the subject with which you know the reader will agree
Complication: The complicating event that create the tension in the story Question: The implicit question that results from the complication
Key Line:
Support:
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Governing Thought:
Acme must develop a value proposition tailored to the coyote market. How?
S: Acme must increase its focus on the coyote market C: Acme is not currently focused on the coyote market Q: How can Acme focus on the coyote market?
Key Line: Understand the unique needs of coyotes Adapt product line to meet coyote needs Educate coyotes on Acmes ability to meet their needs
Step 1
Step 2
Step 3
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Governing Thought:
DrugsRUs should spend $25 million to accelerate the approval process for Antizak Why?
S: Approval for DrugsRUs new lifestyle drug Antizak is taking longer than expected C: DrugsRUs can spend $25 million to accelerate the approval process Q: Should DrugsRUs spend $25 million to accelerate the approval process?
Key Line: The Antizak market is expected to top $1 billion per year
Earlier approval allows DrugRUs more time before patent protection expires, which is worth $200 million in profit Reason 2
Competitors are developing a substitute that may capture the market if launched first Reason 3
Reason 1
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S:
Sows Ear Inc. developed a silk purse product line 2 years ago
C: Since then, the silk purse division has been unprofitable Q: What should Sows Ear do? A: Sows Ear Inc. should abandon its silk purse product line
S: C: Q: A: S: C: Q: A:
ABC, a book retailer, is considering developing an online channel The online retail book market is dominated by 2 strong players Should ABC develop an online channel? Yes, ABC should go online You have undertaken a number of initiatives to improve customer service Customer service continues to result in decreased customer satisfaction How can we improve customers service? We must redesign customer service
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Activities:
Synthesize findings from interviews, research and analysis Create a list of key points
Put the points into categories by defining the kind of problem being discussed, attempting to use similar level of abstraction across categories
Put the points in logical order, such as order of importance or time order
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Example Making Dinner: Select menu Buy ingredient Prepare courses Mobile Phone Types: Analog Digital GSM
Mutually Exclusive
MECE
Collectively Exhaustive
Reasons to acquire competitor ABC: Complimentary customer base Superior technology Digestible size
Points across horizontal levels of the pyramid should be MECE (Mutually Exclusive, Collectively Exhaustive)
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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
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Governing Thought:
Cutting Edge Corporation should close its razor manufacturing operation in Wisconsin and manufacture razors in Mexico
Page 1
Key Line:
Overall costs in Mexico are 75% lower than in Wisconsin, resulting in recovery of moving costs in 6 months
Mexico provides an operating environment that is as stable as Wisconsin, ensuring continuity of operations
Manufacturing technology is more advanced in Mexico than in Wisconsin, enabling Cutting Edge to leverage leading edge capabilities
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Quantitative
censuses
press releases annual reports
Qualitative
Most helpful when the goal is to understand situations or provide context Answers the how and why" questions
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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
Governing Thought (Recommendation) Key Lines Support
But how do you know what your recommendations are before conducting your research? Answer: Guess.
Based on your initial impressions of the case, generate some hypotheses on what you think the company should do. Then, based on your hypotheses, look for supporting evidence 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
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Example
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Hand-offs how will each section of the presentation smoothly and logically transition from one team member to the next?
Contingency plan which sections could be reduced or eliminated? Pay special attention to numbers, statistics, charts and analysis Inability to convincingly defend figures is a common pitfall
Be able to recall sources and assumptions without having to use reference material
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Have each person create their slides based on an agreed upon template (designed in Slide Master)
Avoid version control issues by having one person own the master and others provide send over their slides for inclusion in the master Proof-read your presentation for spelling, grammar, content and logic
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Dont leave facts or figures unsourced always include references in the research log for easy footnoting in your final presentation Dont leave formatting until the end
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Evaluation Criteria
Analysis
Identified key problems Used supporting facts/data Drew accurate conclusions Considered risk Offered original insights
Presentation
Spoke clearly and concisely Structured storyline well Slides were visually attractive Showed enthusiasm and professionalism
Recommendation
Followed logically from analysis Dealt with all issues raised Used decision criteria
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Data Sourcing
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45
46
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48
49
50
Growth Strategy
Implementation
Measurement Metrics:
Market Potential Fit with Mission
Option 1
Option 2
International Search
Mobile Advertising
Narrowcasting
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Market Potential
Has opportunity to further monetize its search solutions through targeted advertising
U.S. and International Paid Market Search Forecast ($ billions)
U.S. Market International Market
2.5 0.6
2003E
4.3 1.5
2004E
6.4 3.3
9.6 5.9
7.9
11.6 10.2
13.4 12.5
International
2005E
2006E
2007E
2008E
2009E
2003E
2004E
2005E
2006E Time
2007E
2008E
2009E
Time
Charts data sourced from provided Business Case Description Introduction 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).
Googles mission - To organize the worlds information and make it universally accessible and useful. Inconsistent Font
Acting as an intermediary facilitating transactions (Google Checkout) is consistent with the mission of the company.
- Schemidt
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.
Extend Googles role in e-commerce 1. Strong competition: eBay has 39.2% of the e-commerce market. eBay facilitates eCommerce by offering tools such as PayPal1. PayPal has 24% market share of U.S. online payments market. It is eBays major electronic payment method1. 2. No incentive for PayPal users to switch to using Google Checkout 3. Despite Google Checkouts launch in June, 2006. PayPal posted revenues of $417 million, a 37% growth rate compared with 2005s fourth quarter2. Inconsistent Alignment
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.
Develop products to compete with Office and Windows 1. Strong competition: Microsoft 2. Difficult for new entrant: OpenOffice currently only has 14% of the enterprise software market as of 2004 Hard to convince user to switch to new desktop applications1 3. Relatively small potential revenue The market for Office is only an annual revenue of $1 billion1 Too small of a market size comparing to Google's currently advertising business (140 million vs. 6.1 billion)
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%.
U.S. vs International Internet Users (in millions)
986
U.S. online ads spending slowed down recently while online ads spending from the international market are increasing at a faster speed.
Online Ads Spending Growth Rate Chart
250
Growth Rate (%)
687
769
854
939
North America Western Europe Asia Latin America Australia/ New Zealand Total
200 150 100 50 0 1999 2000 2001 2002 2003 2004 2005 2006 Time
U.S. International
219
235
251
266
274
eMarket.com
Google's competitors entered the market earlier, and tailored products to adapt to local customers.
Partner with local companies, leverage our leading technology, and adapt to local environment.
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. Mobile advertising revenues is expected to reach $2.9 billion dollars by 2011.
More Data!!
1,000 users (millions)
$2,900.00 (millions)
Mobile Ad Revenues
3G User Base
$1,400.00 (millions)
2006
2011
2006
2011
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. Targeted online gaming advertising worth is projected to be worth $0.5 billion by 2010.
US Narrowcasting Revenue
$450 (million)
$500 (million)
$100 (million)
2006
2009
2006
2010
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Partner with existing players, leverage Googles user targeted algorithms for more targeted ads.
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
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
Tie into the current and emerging markets with Googles current Google Google Google Froogle Blogger Maps Mobile News technology and infrastructure.
Google Server Retail Targeted User System Corporate Group/Individual Integrator Hospitality Services Public Spaces Advertiser/Contents ____ Gamers Anyone ____ Mobile device users
San Fran Wifi ____ Game developers ____ Mobile service providers
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation
Introduction
New frontiers?
Growth Strategy
Growth Strategy
Growth Strategy
Implementation