Executive Policies and Planning 67058
Marketing Strategy and Planning 67085
Barberton EMBA, Summer 2005
Instructor:
William L. Shanklin
Professor Emeritus of Marketing and Entrepreneurship
Graduate School of Management
Kent State University
Kent, OH 44242
Phone:
330-701-1769 (cell)
E-Mail:
wshanklin@neo.rr.com
Course
Objectives:
The purposes of these last courses are to challenge you to think strategically
about the future of an actual company, to formulate a corporate strategy and
broad action plans, to work in a team setting, and to present your research and
recommendations in a written report and live presentation. I intentionally
endeavor to select a subject company that is troubled and that is much different
from where you are employed, so as to expand your horizons and maximize
learning.
Textbook:
Strategic Market Management by David Aaker, 7th edition, 2005.
Harvard
Business Review:
Michael Treacy and Fred Wiersema, “Customer Intimacy and Other Value
Disciplines”
Tentative Agenda
Thursday, July 14
5:30-9:00 p.m.
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Friday, July 15
4:00-7:00 p.m.
 Evaluating internal capabilities
 Please read chapter 7
(Tonight’s session is taught by Professor Michael Mayo)
Thursday, July 21
5:30-9:00 p.m.
 Business definition/mission
 Crafting product/market strategies
 Please read chapters 13 and 14
Definitions of strategy and planning
Evaluating the external environment
Evaluating competition
Please read chapters 1, 2, 3, 4, 5, and 6 and the
Harvard Business Review Reprint
Friday, July 22
4:00-7:00 p.m.
 Continued from last session
Thursday, July 28
5:30-9:00 p.m.
 Strategic approaches to markets
 Importance of market share
 Experience curves and economies of scale
 Strategies in mature and declining markets
 Please read chapter 15
Friday, July 29
4:00-7:00 p.m.
 Strategies in emerging markets
 No assigned reading
Thursday, August 4
5:30-9:00 p.m.
 Strategies in emerging markets continued
 Strategic positioning: crafting a sustainable competitive advantage
 Please read chapter 12
Friday, August 5
4:00-7:00 p.m.
 Examination (if applicable)
 Individual consultations with teams
 Teams work on report
Thursday, August 11
5:30-9:00 p.m.
 Presentations:
Group 1:
Group 2:
Group 3:
Group 4:
Group 5:
5:30-6:05 p.m.
6:10-6:45 p.m.
6:50-7:25 p.m.
7:30-8:05 p.m.
8:10-8:45 p.m.
*The dress protocol for the presentations is business formal.
Grading Options
Option 1
Examination
Written consulting report + presentation
50%
50%
Option 2
Written consulting report + presentation
100%
Each person has the option to write an examination if he or she does not want the course grade
determined entirely by the group report; you must let me know by July 29 if you want to take an
examination. I also reserve the right to have the entire class write an examination, and whether I give
an exam to everyone or not depends on the quality of overall class participation.
I will have each of you evaluate your peers in your group. You cannot assume that you will
automatically receive the same grade as the overall group grade. I will make adjustments for lack of
participation or inadequate effort, if necessary.
Your final grades for Executive Policies and Planning and Marketing Strategy and Planning may or
may not be identical. After evaluating your report and presentation, I may conclude, for example, that
you earned an A+ and therefore should received a letter grade of A for both courses. By contrast, I
may conclude that you have a borderline A/B or B/C report and presentation and thus I would be likely
to assign different grades in the two courses. You will be asked to designate in which course you
would prefer to receive the higher grade, if that becomes necessary.
Assignment
My objective is to give you a challenge that will require you to think strategically and to integrate what
you have learned in the EMBA program—and then some. Accordingly, your task is to develop a
strategy—and the major tactics to implement it—to revitalize Krispy Kreme Doughnuts, Inc, which
trades on the NYSE under the symbol KKD.
Prior to the start of class meetings, you should collect information you will need to do a
situation/SWOT analysis and also you need to begin to formulate your thinking on a grand strategy and
major tactics to turn this company around. You can find 10K forms at SEC.gov and obtain an annual
report and other investment information at krispykreme.com. By the initial class meeting you should
have outlined the strengths, weaknesses, opportunities, and threats facing Krispy Kreme. Strengths
and weakenesses are internal to the company---and therefore controllable—and opportunities and
threats are external to the company, and thus largely uncontrollable.
Please form five teams to work on the project (no more than six people in a group). Each team should
have complementary skills (rather than redundant skills), such as finance, marketing, and operations.
As soon as you have a team, e-mail the names to me. Thank you.
Term Report Format
1. Cover Page.
 Make it a professional cover page from a consulting group rather than an academic
cover page for a course.
2. Table of Contents with Page Numbers.
3. Executive Summary.
 This section is written last, yet is the first read. In fact, it may be the only section
read by top management in large companies with many business units. The executive
summary is a stand-alone abstract of your entire analysis. It is 2-3 typewritten pages
and should be physically detachable (i.e., it can be separated from the rest of the
report). A top executive should be able to read this section only and get a clear grasp
of the entire report. After you prepare the executive summary, have someone read it.
Does your abstract convey to this person a basic understanding of the situation, the
issues and alternatives facing management, and the recommended solutions?
4. Situation Analysis.
 This component normally identifies what present environment and what most likely
future environment the company faces. A SWOT analysis of strengths, weaknesses,
opportunities and treats is an efficient way to conduct a situation analysis. Begin with
a narrative concerning the relevant environmental factors (economic situation,
competition, demographic, technology, financial position of the subject company,
etc.) and end by itemizing SWOT in a summary table.
5. Identification and Discussion of Problems and Issues.
 Designate and describe what you believe are the major problems and/or issues and
support your assertions.
6. Mission Statement.
 Produce a concise corporate mission statement (i.e., business definition) and explain
why it is strategically appropriate for the next 1-5 years.
7. Objectives and Goals
 List and explain objectives and goals for the next 1-5 years.
8. Corporate Strategy.
 Delineate a statement of corporate strategy for the next 1-5 years in three pages or
less.
9. Action Plans.
 Provide an overview of tactics (specifics) for implementing the strategy with
approximate timelines.
10. Appendices.
 Place supporting materials in appendices.
11. End Notes and Bibliography.
 Use any well-known style manual
>>The reports will not be returned. However, you will each receive a grading sheet with
my evaluation of your report.