mm532 project guidelines_2011 _as at 22 feb__to student

8/7/2019 MM532 Project Guidelines_2011 _as at 22 Feb__to student

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MM532

Management Policy and Strategy

Summer Strategy Project Guidelines

And

Individual 1,500 word Strategy Case Write-upSummer Term 2011


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Introduction

The Group Project represents one of the major elements in Management Policy and Strategy(MM532) and is also a central component of the MBA program.

The Project must relate to an issue of strategic significance . That is to say that it should relateto the broad direction the company is taking, to the companys boundaries or to the way inwhich it seeks to develop and exploit competitive advantage. A project narrowly focused onPricing and Promotion Strategy or the introduction of a Management Information Systemto streamline company operations, for instance, would not be considered as one that looks at the

overall picture of the company. Such topics would be more in line with a Marketing project oran IT project, not a strategy project. Hence we really want you to take several steps back andlook at your chosen organization from a more macro strategic perspective.

Inevitably, the Project should relate to a problem of importance to practicing managers, whichmay be addressed by applying business theories and analytical techniques. It may be a specificproblem facing a firm (perhaps your own employer), a group of firms, or an entire industry. Itwill test your ability to undertake a substantial piece of applied research work that haspractical implications.

Aims and Learning OutcomesThe major aim of the project is to demonstrate your ability to undertake and complete asubstantial and rigorous piece of applied business research, to present the results in aprofessional manner, and to be able to generalize and link your results to an underlyingtheoretical and conceptual base, where possible. It will provide you with the opportunity to

connect the concepts covered in the MBA programme with real business practices, and todevelop stronger and more practical insights. While the project is included in the gradingcomponent of MM532, it is actually a key component of the whole MBA programme.

The learning outcomes are to develop your ability to:

* identify problem areas or critical issues concerning the business strategy of a realorganization;

* undertake independent research using an appropriate research method;* complete a substantial investigation of a management problem or issue at an

appropriately senior level that will involve information specification, gathering,interpretation, and use; along with recommendations and suggestions forimplementation and evaluation

* prepare a project report which:


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Subject AssessmentAssessment for the subject as a whole will be as follows:

Group Class work 20%Group Project Presentation (10-15min.) 10%Group Project Written Report 30%Total for Group Work 60%Individual Strategy Case Write-up

(1,500 words = 200 words statement of the problem + 1,300 words suggestedanswers and strategic tools)

30%

Individual Confidential Peer Appraisal 10%Total for Individual Work 40%Total Course Work Mark 100%

Project Group Member sThe project will be carried out in groups of 4 members.

There will be four classes of MM532. All members in a project group must register in the sameclass and their projects will be assessed by the lecturer of their class. Members in the samegroup do not necessarily need to belong to the same MBA concentration (e.g. FBC, ITM etc.).Indeed, we encourage students from different concentrations to work together - it often

produces better projects.

Professor Howard Davies will deliver the first three (3) strategy lectures in March, April and

May ( 1st

lecture on 29 or 30 March ; 2nd

lecture 26 or 27 April ; and 3rd

lecture 24 or 25May

).

Project Topic and Proposal (getting prepared during APRIL)Your group is going to focus on a Hong Kong company, whether local or multi-national (andpreferably listed on the Hong Kong Stock Exchange so that you can easily have access to theiraccounts). If the organization you choose is not listed on the HKEx, then you will need access totheir accounts (P&L / Balance Sheet) in order to realistically undertake a strategic audit of thatorganization (otherwise your recommendations may not be in line with the financial health of the organization).


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following framework of your intended PROJECT PROPOSAL (1-page single lined):

1

List the full names (including English names, if possible) of your group members2

Proposed Title (please give it a sexy title that is thought-provoking)

3

Name of organization and its HKEX stock number (if any)4

What is the strategic focus of your project?

5

Why is this important from a strategy point of view?6

What types of strategic tools and analysis will you intend to use in your report?

7

What are the anticipated recommendations?

8 What resources / references have you resorted to prior to meeting your professor?Propose a meeting date / time with your subject lecturer to be held BEFORE END OF APRIL toconfirm your project focus.

Remember, it must be a strategy case dealing with a strategically significant issue.

Once confirmed with your respective subject lecturer, you will have the whole of MAY to do all

the ground work before your summer term begins in June ( remember, this summer we will finish the course on the 23 July: one week earlier in order for us to moderate the marks / grades well before our Board of Examiners Meeting)

Strategy Teachers:Group 3311 (Wednesday & Friday)Dr Humphry Hung (tel: 2766 7357; email: [email protected] )

Group 3321 (Monday & Thursday)Dr Kwong-fai Chan (tel: 2766 7391; email: [email protected])

Group 3331 (Tuesday & Wednesday)Prof. Howard Davies (tel: 2766 7137; email: [email protected] )

Group 3341 (Saturday)Dr Anthony Lok (tel: 3400 3235; email: [email protected])

Recommended Books+++++++++++++++++++++++++++++++++++++++++++++++++++++++++The textbook without cases: Ireland, R. D., Hoskisson, R. E., and Hitt, M.A., The Management of Strategy:


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Project Time Line

The overall timetable for the Project and the subject is as follows:Introductory THREE Strategy lectures by Prof.Howard Davies ( What is Strategy? ExternalAnalysis , and Internal Analysis); and a rundown of the Requirements / Expectations foryour Summer Strategic Audit Reports

On 29 or 30 Mar What is Strategy? On 26or 27 Apr External Analysis On 24 or 25May Internal Analysis

Student Groups send their respective StrategyTeachers details of their Project Proposal viaemail outlining their chosen organization / strategic focus. Students set up meeting withtheir respective Strategy Teachers to discuss andconfirmation Project Proposals and finalizerundown of Summer Strategic Audit Reports

By the end of April

First week of summer term teaching starts Week of 13 June (Mon)

Student Groups make 10 15min. maxpresentations to class and receive feedback fromStrategy Teacher

Week of 18 July (Mon)

Individual 1,500 Word Strategy Case Write-up 25 July (Mon) 5pm

Submit Final Group Project Written Reports(Absolutely no extensions will be granted )

25 July (Mon) 5pm

Best Project Award Competition (Judging Panelmade up of Business Professionals And MBAAlumni Council Members)

30 July (Sat) Afternoon

Strategy Professors Meet to Moderate Markingand Grades

5 Aug (Fri) 10am

Remarks: Individual lecturers may have minor adjustments to the above time line.

Final Group Project Written Reports


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The recommended format here is not a requirement and you may wish to amend it to suit your

own purposes. However, you may use the very user-friendly Strategic Audit framework provided by Wheelen and Hunger (2006) for your Summer Strategy Project Report (please alsorefer to the diagrammatic flow chart attached to P. 16 of this handout):

A.

Cover page with thought-provoking title, full names (including English) of all your group members.Please also include in the top right-hand corner of cover page the total number of words used in your report (excluding the reference list appendices)

B.

1st page is an Executive Summary of what you did, what you found and what you recommended (this

should be no more than half a page.C.

2nd page is your table of content (in one page) D.

3rd page is a one page brief background of the organization

E.

Your Strategic Audit report starts on the 4 th page (We encourage bullet points for your submission so long as they are detailed enough with somepoints elaborated by way of paragraphs):

1.

Current Situationa.

Overall health of company (financial analysis)

b.

Major issues2. Strategic Posturea.

Mission / vision

b.

The strategic objectives of the companyc.

Current strategies

d.

Policies3.

Strategic Managers and their Backgrounds

a.

Who are the board of directors?b.

Top management team?

c. (show their photos and background like as if in annual report)4.

External Environmenta.

Societal environment

b.

Task environment5.

Internal Environment

a.

Corporate structureb.

Corporate culture

c.

Corporate resources

d. Marketing, Finance, R&D, Operations, HR, IT6.

Analysis of Strategic Factorsa.

Situational Analysis

b.

Review of Mission / Vision / Objectives7.

Strategic Alternatives and Recommendations

a. Pros and cons of eachb Recommended strateg (and j stification h )


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To ensure all Final Year Summer MBA students get full learning benefit out of this major

project, we strongly encourage you to use as many of the strategic tools taught throughout theprogram, as are appropriate (blindly applying every tool and ticking every box will not get youa higher mark! If there are other tools / concepts which can help your analysis, please note themdown and use them). We also strongly encourage students to widen their reference sources inputting together the report. As stated in Point 12, these two tables are important and areprovided here for your easy reference:

Different Reference Sources Used

Please tick those used in Your Strategic Audit

Makes sure clearly stated in your

Reference ListAcademic journal articlesPractitioner journal articlesBooks on the subjectNewspaper clippings (English) (In your Strategic Audit Report Reference

List, please use ALL OF THE

Newspaper clippings (Chinese) ITEMS ON THE LEFT OF THIS TABLE AS

SUB-HEADINGS. If you did not resort toany particular reference source,

Business magazines STILL LIST IT AS A SUB-HEADING,Company Annual Reports & coy. Documents then leave blank.)Internet sources from company homepagesInternet sources from search engine searchCompany databases used

Textbook Interviewed practitioners (questions attached)Interviewed academics (questions attached)Interviewed students (questions attached)Video, TV & radio programsHong Kong Stock Exchange WebsiteSecurities & Futures Exchange WebsiteOthers (please list)


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Checklist: of Strategic Tools and References Used in your Strategic Audit

Strategic Tools Please tick those used in Your Strategic Audit (citing page numbers) Page #

External Analysis

Environmental Variables Scanning Map

External Factor Analysis Summary (EFAS)

Industry Matrix (Weighted Competitive Strength Assessment)Nine-Cell Industry Attractiveness-Competitive Strength Matrix [Weighted Industry AttractivenessScores Table (Industry A, B, C) + Weighted Competitive Strength Scores for Business Units Table

(Business A in Industry A, Business B in Industry B )PEST Analysis

Porters Diamond (Competitive Advantage of Nations)

Porters 5-Force Model

Strategic Group Map (6 different versions)

Internal Analysis

Internal Factor Analysis Summary (IFAS)

Resource-based View of the Firm

Value Chain

Strategy Formulation: Situational Analysis & Business Strategy

Bowman's Strategy Clock

Porters Generic Competitive Strategies

Strategic Factor Analysis Summary (SFAS)

SWOT Analysis

TOWS Matrix

Strategy Formulation: Corporate StrategyGeneral Electrics Business Screen

Portfolio Analysis: BCG Growth-Share Matrix

Strategic Choice

Hambrick & Masons Strategic Choice Under Conditions of Bounded Rationality

Strategy Implementation

McKinsey 7S

Miles & Snows Strategy TypologyThe Matrix of Change

Evaluation & Control

Balance Score Card

Financial Analysis

Common Size Statement


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Project Presentation (Week of 18 July)

The final analysis should be summarized in a 10 - 15 minutes presentation. Since this is a groupproject, all members of the group are strongly expected (but not required) to participate in thepresentation. Immediate feedback will be provided by the subject lecturer, which should giveyou sufficient and reasonable time to make any modifications to your report prior to submissionon Monday 25 July 5pm to the Graduate School of Business Office.

All presenting groups should practice good structure and time management in delivering their10-15 minutes. You can be as creative as you desire in your presentation style: PowerPoint,

OHPs, handouts, etc You may like to co-ordinate this between all groups by using ONElaptop to save time on connections and reconnections. (Please have emergency black & whiteOHP transparencies in case you have technical difficulties) for your presentation.

1

Tell us up front your presentation Business Problem / issue2

Provide 1 PPT slide of rundown of your group's presentation (handout?)

3

Give a brief account / background of the company you chose and why4

Incorporate your views that tie the readings, your Strategic Analysis and the Coy.

5 Reference your PPT slides (as footer) to add credibility where appropriate6

At the end of your PPT, include 1 slide that list all your key references / sources7

Remember: 15mins MAX., so don't tell us everything under the sun...

8

After presentation, be prepared to answer questions and make comments9

No need to be shy - just enjoy the experience!

10. Two ways to find out how well you have done:(a) At the end of class, ask anyone "what did you learn from all this?"(b) When there was a lot of discussions and debate after your case...

11 "POST" your PPT presentation (virus free) onto our WebCT e-Board (within 24hrs)

Best Project Competition (Saturday afternoon: 30 July)Subject to final approval, there will be a best project competition. Each class of MM532 willelect and nominate ONE best project presentation. A final presentation will be made for these 4elected projects, from which the best project of the year will be chosen and awarded a trophy,courtesy of the Graduate School of Business! We are currently negotiating through the MBAAlumni Association to request real business executives to judge these strategic auditpresentations!


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Individual Strategy Case Write-up (25 July 5pm )

(1,500 word case: 200 words Problem Identification + 1,300 Solutions )

All students will also be required to submit as part of individual assessment, a real life StrategyCase focusing on a Strategic Issue. You may base this individual case write-up on either:

1. Focusing on one strategic aspect of your overall group Strategic Audit Report or2. Choose any organization of your choice Students can choose from any one (1 ONLY) of

the 12 topics to focus their Strategy Case:I.

Corporate Governance & Boards of Directors

II.

External AnalysisIII.

Internal Analysis

IV.

Business StrategiesV.

Corporate Strategies (diversified firms)

VI.

Strategic ChoiceVII.

Strategy Implementation

VIII.

Strategy Evaluation

IX. Organization StructureX.

Corporate Culture / Strategic LeadersXI.

Different Schools of Strategy

XII.

The Art of WarEach final year MBA student is required to submit a ( maximum 1,500 words, printed on back& front of A4 paper ) a case study of a strategic nature (all pages should be single line, font size11, and with half inch margins). The format will be as follows using the subheadings:

For the Problem Identification ( 200 words ): 1. Title (provide a thought-provoking title)2. Background to the case3. The problems / issue4. Different perspectives5. The alternatives (these are the choices you want the reader to make a decision about)

For the Answers / or Suggested Answers ( 1300 words ): A. Summary of the caseB. What is the key focus of the case?C. What Strategy theory, concept, tools can be applied to address the Strategy Case?D. Suggested answers and / or actual decision(s) made from real lifeE. Learning objectives to achieve from the Strategy Case


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Our past experience has showed that getting students to engage in reflection by way of case

writing of issues can significantly take their learning to a whole new level. We believe thisendeavor will further help you get a deeper appreciation of strategy-making as it is carried out inorganizations. Furthermore, the whole purpose of getting you to write your own strategic casestudy is to get you to engage with the intricacies of what it means to be dealing with strategicissues and to be able to reflect upon the seriousness of issues / problems at this level.

By getting you to articulate your chosen strategic challenge in a limited amount of words will bechallenging in itself, so think very carefully how you will present the issue(s). The subheadings

suggested above will help you frame your strategy case in a succinct and impact-full manner. Itmay be worthwhile to consult your professor if you need further guidance on what is a strategicissue BEFORE starting.

**End**


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Honour Declaration (For group assignment)

We declare that the work in this assignment is completely our own work. No part of this assignmentis taken from other peoples work without giving them credit. All references have been clearly cited.

We understand that an infringement of this declaration leaves us subject to disciplinary action byThe Hong Kong Polytechnic University.

_______Student Name Signature Student ID Date




Date

Department Programme


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Some very useful Databases to help you with your Summer Strategic Audit

Report

OSIRIS

1) Go to the website: http://www.lib.polyu.edu.hk/ 2) Select Databases under Research Tools Find Articles, Journals, News3) Select Database A-Z

Select Letter O

4) Select OSIRIS - Publicly Listed Companies Worldwide (current and historical) Select Online

Access5) Select *Expert Search6) Select Stock Data

Stock Exchange

Choose Hong Kong Stock Exchange

OK

7) Select Industry

Industry Classification Benchmark Choose one particular industry(e.g. Telecommunication) OK

8) Select the page List9) Select one company to see the company details (e.g. Header/ Financial Statements/ Board

members and managers)

*If you are selecting Quick Search at Point 5, you can just type the company name (Such as HSBC) tosearch the information of HSBC.

BUSINESS SOURCE COMPLETE

1) Go to the website: http://www.lib.polyu.edu.hk/ 2) Select Databases under Research Tools Find Articles, Journals, News3) Select Database A-Z Select Letter B4) Select Business Source Complete Select Online Access5) Select either link 6) Select Company Profiles7) Type the company name in order to access the information of the company such as SWOT analysis


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Faculty of Business

ASSESSMENT CRITERIA

WHAT IS REQUIRED FOR DIFFERENT GRADES IN MY ASSESSMENT?WHAT IS THE DIFFERENCE BETWEEN A, B AND C GRADES?

The detailed answer to these questions depends on the subject and the specific assignment. Your StrategyProfessor may give you some specific guidelines. However, there are a number of general points that mayhelp you to understand.

The PolyU regulations describe a C grade as satisfactory. Toachieve a C or C+ grade you need to:

Address the task as set.Display a basic understanding of the concepts involved in the assignment.Use the materials provided to you by the tutor in ways which are relevant.Display no major errors of understanding.

If your answer does not meet these criteria it will be awarded a D or worse.

To achieve a B or B+ you need to do everything required for a C and in addition you need to displaygood relational understanding. That requires:

Using a range of source materials, going beyond those provided by the tutor. If you think in termsmy tutor should give me all I need, you are not reaching this level.

Using a diversity of source materials. The Internet, newspapers, magazines, case studies, interviewswith real-life managers.

Proper referencing to show the tutor the materials you have accessed.

Using these materials to explain the main ideas involved in the topic, analyze the differentcomponents, show how they relate to each other. Compare, contrast and apply the ideas. Applyingideas appropriately is key. It requires linking the ideas to the facts of real-life situations.

To achieve an A or A+ you need to do everything required for a B. You also need to go beyond that toextended ideas. This can be difficult to describe but may involve:

Seeing the issues from a different angle perhaps one the tutor did not have in mind but which isuseful


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As at 22 February 2011 15

Recommended Framework for your Summer Strategic Audit Report

16

Wheelen T, L., & Hunger, J. D. (2006) 10h Edition, Strategic Management and Business Policy. Prentice Hall, U.S.A. p.20


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RUBRICS

Capstone Project Presentation Assessment Form

Performance

Level

Fluency & Technique in Presentation3 marks Effectiveness & Creativity inVisual Aid Design3 marks

Handling Techniques for Q&A Session3 marks

A = 3In addition to being fluent andarticulate, the presentation seizes theattention of the audience, in ways whichadd to the effective communication of key points

In addition to making key pointsand the flow of argument clear,the visual aids stimulate theaudiences interest in the topic.

Group directly answersquestions without hesitation andshows an understanding of themotivation and direction fromwhich the questions are coming.

Understands WHY the questionis asked.

B = 2Presentation is fluent and articulate.Handovers (if any) do not detract fromcommunication of the key points.

Visual aids make key pointsclear and show the flow of argument from analysis torecommendations

Group directly answers thequestions asked, with mo morehesitation than reasonablyrequired to formulate an answer

C= 1

Presentation is hesitant and inarticulate.Presentation does not flow naturally.Handovers from one student to another(if used) are clumsy and detract from thecommunication of key points.

Visual aids fail to make keypoints clear and/or do notindicate the flow of theargument from analysis torecommendations

Group fails to address questionsas asked, hesitates longer thanneeded to formulate and answer,prevaricates


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DEPARTMENT OF MANAGEMENT AND MARKETINGFACULTY OF BUSINESS

MANAGEMENT POLICY AND STRATEGY (MM532)Intensive Summer Term (June July 2011)

Capstone Project Report Assessment FormPerformance

Group

Contents & Effort inResearch Work

(20)

Conceptual Applicationof Strategic Tools

(20)

Critical Thinking in Analysis& Recommendations

(40)

Fluency & Readability of Presentation Structure

(20)Total Score

(100%)

Alpha

Bravo

Charlie

Delta

Echo

Foxtrot

Golf

Hotel

India

Juliett

Kilo

Lima

Mike

Specific Requirements:1. Demonstrates good use of references reading material, industry reports, interviews (where appropriate) to support analysis (throughout the entire report and presentation)2. Demonstrates clear and strong link between analysis AND recommendations3. Demonstrates clear application of the strategic tools4. Recommendations demonstrates insights into the strategic issues / challenges facing organization

Assessor :


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Performance

Group

Contents & Effort inResearch Work

(20)

Conceptual Applicationof Strategic Tools

(20)

Critical Thinking in Analysis& Recommendations

(40)

Fluency & Readability of Presentation Structure

(20)Total Score

(100%)

15-20(for 20 as max.

score)


score)

Group is aware of research and debateon a topic, and is ableto synthesize andintegrate informationfrom a variety of appropriate sources,

In addition to using anappropriate range of strategic tools the groupreflects on the usefulnessof the tools and/ orintroduces tools notexplicitly introduced inclass for clear reasons

In addition to havingrecommendations whichfollow logically and clearlyfrom the overall evaluation, theanalysis identifies possibleweaknesses or limitations of those recommendations

In addition to being clearlystructured and effective, the reportuses layout and/or graphics todirect the readers attention to keypoints and the flow of theargument. The report is a pleasureto read.


score)


score)

Group usesappropriateinformation toaddress the strategicissues on hand.

Group uses an appropriaterange of strategic tools,supporting their argumentand analysis and does notinclude redundant toolsfor their own sake

Recommendations followlogically and clearly from anoverall evaluation of thecompanys situation.

Report is clearly structured witheffective initial summary orabstract, introduction, logicallyordered sub-headings, key pointsclearly distinguished and clearconclusions.. Graphics are used togood effect and do not clutter.The report is easy to read.

5-10(for 20 as max.

score)


score)

Group is notaware of theinformation necessaryto research its topic,and the types of datathat would be usefulin formulating aconvincing argument.Information is eitherincomplete or toovoluminous and doesnot support theintended purpose.

Group fails to useappropriate and availablerange of strategic tools insupport of theirarguments.

Recommendations are poorlylinked to the evaluation of thecompanys situation.

Report lacks a clear structure suchthat the reader has to search forkey points or is unclear on thepurpose of the Project and thebroad thrust of the analysis andrecommendations. The report isirritating to read.