Work in process; For internal
discussion in Class in SJMSOM,
IITB Only
Competitiveness Mini-Project
Guidelines for the Project
Dr. K. Momaya
SJMSOM, IIT Bombay
Contents
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Setting the context
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What & why of competitiveness
Objective
Slides on details
Final Presentation & Case Submission
Interactive Meet
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Macro: Diverse trajectories
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Additional perspective
From comparative cases
Evolving propositions
Feedback
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Summary of key findings
Implications
Road ahead
Deliverables
• Start: Proposal for suggestion @ topic (Similar in Template of BFSI
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Brief BG, key questions, objectives, Methodology, Deliverables
• Intermediate
 Structured abstract
 Team name, title of project, brief BG, key questions, Objectives & Scope,
design/methodology/approach, Indicative findings, unique value added
• Presentation @ Direction Seminar
 Key questions, Objectives (+sub-objectives) & scope
 Overview of industry (India + international)
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Samples: Country view: Table I in Bharat Forge
Company view: Table I eMNE-whitegoods
Review of corporate journey (graphical)
Results from IVSA & CSF (can be for specific segments,..)
Results from quick benchmarking
Root-cause diagram for gap
Definitions of competitiveness (across levels; alternates are fine
Review of key initiatives to accelerate and impact
Details @ project presentation and report/case can be given later
Key Points for Better Learning
• Start: Seek feedback in direction sem. + check out the feedback
• Try to complete early phase tasks, e.g. industry analysis part fast to have clarity on key
elements e.g.
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Quick benchmarking to identify leading players in India & internationally
IVSA to understand dynamics, find CSF
Analysis of journey of firm to identify key phases, issues,
Review of definitions (can be hidden) to evolve factors for benchmarking
Interaction with experts to get feel for reality, issues of interest to them,..
• Get going with detailed evaluation thru benchmarking
• Analyze findings, think @ reasons & refine
• Communicate any articles, etc. if you with to go for bonus
points
• Prepare presentation + case
Details @ project presentation and report/case can be given later
Details Regarding Final Presentation &
Case / Report Submission
Contents in Main Presentation
About 2-3 slides on each topic as listed below
PLEASE CREATE YOUR PRESENTATION IN THE TEMPLATE PROVIDED
• Why & What of the Project
• Very brief background (@2 slides, more in support)
• Summary results of Quick Competitiveness (C) Analysis & learning
 External: e.g. Industry Value System Analysis (with trends in position of firm &
key competitors), Benchmarking
 E.g. Internal: Review of strategic intent (mission, vision, values), definitions,
performance over time (trends), key choices made & Key Result Areas (KRAs)
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Key C Issues / Questions (e.g. on journey map,..see an example
Objectives, Scope, Methodology, Deliverables
Specific Definition of Competitiveness
Results of C Evaluation (Summary + Details e.g. by Facets, Factors,..)
 C processes, sources of C
• Synthesis: Competitiveness options, choice made, improvement on
targeted performance, Road Map
• Suggestions: e.g. to improve competitiveness process,..
• Key learning @ context & concepts
• Glimpse of References (Summary by reports, papers, presentations, books, web,..)
Since this may be the last opportunity for you to get feedback on the project that you can
leverage to compete in many places, please strive for quality (rich collect slides) presentation
that demonstrate your skills to understand, analyse and evaluate competitiveness & suggest
pragmatic plan for enhancement
Contents for Support Slides
• Details (2-3 slides) of important analysis
 Industry analysis: e.g. Critical Success Factors
 Competitiveness analysis (e.g. APP, Strategy Diamond,
Value Curve,..
 Details of Competitiveness Performance
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Productivity, Market/customer, employee, technology,..
 Financial Analysis
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Trends on internal & external benchmarking on key criteria
(e.g. Revenue growth, profitability (RONA/ROCE), gross & net
margins, market capitalization…) over 8-10 years
Competitor profiling (based on benchmarking)
• Strategy Diamond (optional)
 Answers to key questions graphically
Indicative Contents in Case +
• May creatively improve on Sona Case
• Very brief background to firm and challenge
• Industry context
 Key phases in evolution: overall and key segments
• Company context
 Journey (incl. graphical) through key phases, challenges & initiatives
 Recent dilemma, key questions
• Evaluation
 Internal: Review of strategic intent (mission, vision, values) & leadership,
definitions, performance over time (trends), key choices made & Key Result
Areas (KRAs)
 External: e.g. benchmarking with 2-4 local and at least 2 international
• Sources of competitiveness
 Results of systematic effort to identify specific sources
 Key initiatives, their linkages and impact
• Key challenges
Indicative Contents in Case +
Appendices - will have bulk of output of your efforts; e.g.
• Key questions, Objectives, scope
• Methods
• Graphical / Tabular views on key aspects e.g.
 Industry: Trends in (e.g. financial: Sales, Net income,..) of key players
 Company: longitudinal trends in key factors e.g. HR, financial, international ,
productivity,
 Changes in organization culture, structure,…
• + + many relevant things you can think
• Submission: Case + Presentation
• Support Folders: our VA (e.g. spreadsheets containing VA analysis
• e.g. literature (articles/ papers, reports {e.g. analyst}, presentations, other
 File name style: journal_acronym_institute_authors_keywords_of_title_month_year
 Example: IMR_IIT_10X_context_ICT_Uma_Momaya_308
for the context paper from IIMB Management Review we used
All these to be submitted latest by Nov. 6
Strategy Diamond:
A Good way to Summarize Strategy / Strategic Intent?
Few Hints to improve quality
• Divide slides in two sections: essential & support
• Use rich (graphical, tabular,..) slides
• Put comparative data for many firms, years,… on
single slide
• Must give clear source on each slide containing
borrowed Table/Figure/Quote with detailed reference at end
 E.g. Nasscom (2005); CMIE (2006)
 E.G. of Full reference, Nasscom, 2005, Engineering Services, Marketing
Intelligence Service, MIS Issue No. 58, NASSCOM, New Delhi.
• For examples learn from following cases
 SKSSL: journey map, tabular phases, strategies
 Ranbaxy: Concepts e.g., Value curve; graphs,…
Questions to be addressed in Case /Report
• Why this industry, segment, firm, SBU?
• How has been the journey & C issues?
 Historical, Recent & Future
• What are C opportunities & area of our focus?
• What methodology/approach (Graphical), concepts chosen?
 E.g. APP, Value curve, EFQM, ….for International Performance
(e.g. composite competitiveness score)
• What are findings from External Analysis?
 General, industry & competitive: Statement
• What are learning from Internal Analysis?
 Review of Strategic intent, leadership, definition of C (may be
implicit), performance, competencies,..
• What were C/strategic choices? Options selected? Results
Choices now? How do we chose?
• What do you suggest? Why?
Examples of
Rich Graphical Slides
(with details)
Example of Changing Scope of Competitiveness
“From Well-Head to Consumer”
Case of GE: GE Power Systems: 1994-04 [Now: GE Energy]
Growing
the Pond
$5-10 B
$18 B
New
N
E
E
D
S
Global Energy Pond
$ 700 B.
Existing
$20 B
$20 B.
(2004)
$10 B
CUSTOMERS
Existing
New
1994: Owns half-of
world market ($20 B).
But, market is not
growing.
1995: Acquisition of
Italy’s Nuovo Pignone
broadened the pond to
$ 25-30B.
1996: Moving into
supplying services as
well as equipment to
its utility customers
opened $18B Pond –
enlarging its total
business to $48B.
1998: Redefined its
pond as global energy
industry – $700B (37
times of 1994 figures)
An Example of Journey
Disney’s Portfolio
Staircases
Cruise
liners
Planned
communities
Disney Institute
vacations
Hotel, property and
resort development
Disney
Land
Walt
Disney
World
Animal
Euro Disney kingdom
Tokyo
Disney Land
Disney/MGM
studios
ABC Network
Disney
channel
Baseball
Live theater
Hockey
ESPN
Stores
Software
development
Hyperion books
Hollywood records
Direct mail
Disney stores
Television shows
Live
action
films
Book publishing
Music publishing
Character licensing
Animation
1920 1930 1940 1950
1960
1970
Theme parks
Broadcasting
KCAL-TV
Miramax
Hollywood Pictures
Home videos
Touchstone
Animated
feature
films
Vacations,
resorts and
property
development
1980
1990
What can we say about Disney’s Competitiveness in 1990s?: Definition
Live
entertainment
Filmed
entertainment
Consumer
products