SDA Bocconi School of Management PROGRAM PRYSMIAN INTERNATIONAL LEADERSHIP PROGRAM 10th December – 14th December 2012 VENUE 12th December, only: SDA Bocconi School of Management – Via Bocconi 8 Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management MODULE 1 – December 2012 Monday, 10th December 2012 h . 8.45 am – 11,00 am Mr. Fabrizio Rutschmann (Group Hr & Organization Director) & Prof. Markus Venzin Opening Speech (Mr.Fabrizio Rutschmann) Training program presentation (Prof. Markus Venzin) h . 11,00 am – 11,15 am Coffee break h . 11,15 am – 1,00 pm Prof. Francesco Daveri Why and how recessions and recoveries alternate A snapshot of fluctuations in the world economy Today’s crisis in six graphs using the Aggregate Demand and Aggregate Supply model h. 1,00 pm – 2,00 pm Lunch h. 2,00 pm - 3,30 pm Prof. Francesco Daveri Why and how Governments accumulate and run down public debts The dictionary of fiscal policy Fiscal policy in normal times Fiscal policy in exceptional times h. 3,30 pm - 3,45 pm Coffee break h. 3,45 pm - 5,00 pm Prof. Francesco Daveri Why and how Central Banks inject liquidity in the economy The dictionary of monetary policy Monetary policy in normal times Monetary policy in exceptional times PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management ________________ Teaching Materials: N.G. MANKIW, Principles of Economics, Second Edition (ch.22, 23, 31), 2001 (to be read before class) IMF, World Economic Outlook, October 2012, pp 1-11 F. DAVERI, “Why and how recessions and recoveries alternate”, slides, SDA Bocconi. F. DAVERI, “Why and how Governments accumulate and run down public debts”, slides, SDA Bocconi. F. DAVERI, “Why and how Central Banks inject liquidity in the economy”, slides, SDA Bocconi. PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management Tuesday, 11th December 2012 h . 9,00 am – 11,00 am Prof. Massimiliano Bruni What does it mean to manage the strategy of the firm? Representing the firm’s strategy The need for a dynamic equilibrium with the external and internal environment What is strategy and what it is not h . 11,00 am – 11,15 am Coffee break h . 11,15 am – 1,00 pm Prof. Massimiliano Bruni Strategic management and value creation The drivers to create economic value: competitiveness and growth Use of EVA in a strategic perspective Different strategic decision levels: roles and relationships. The corporate strategy The strategy making process Who’s part of the strategy How the corporate, business and functional levels contribute to the success of the firm h. 1,00 pm – 2,00 pm Lunch h. 2,00 pm - 3,30 pm Mr. Alberto Maffioli (Prysmian Group) CFO UK Testimonial Speech h. 3,30 pm - 3,45 pm Coffee break h. 3,45 pm - 5,00 pm Prof. Massimiliano Bruni Business Strategies and firm’s competitiveness at business level Main decisions at business level PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management h. 5,00 pm - 6,00 pm Project Work group discussion h. 8,30 pm Aperitivo at Deseo – Corso Sempione 8-Milan City Center ________________ Teaching Materials: M. Bruni, slides, SDA Bocconi. M. PORTER, “What is strategy” (to be read before class) R.S. KAPLAN & D.NORTON, “The strategy map: guide to aligning intangible assets” (to be read before class) Incidents by the Instructors PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management VENUE: SDA Bocconi School of Management – Via Bocconi 8 Wednesday, 12th December 2012 h . 9,00 am – 11,00 am Prof. Olga Annushkina Business strategy: identifying sources of competitive advantage: Cost leadership vs. differentiation competitive advantage Configuring the firm’s activities to achieve cost leadership Configuring the firm’s activities to achieve differentiation h . 11,00 am – 11,15 am Coffee break h . 11,15 am – 1,00 pm Prof. Olga Annushkina Differentiation value proposition in B2B industries: (example: CEMEX) From a product provider to the problem solver: customers’ cost optimization; helping customers achieve economies of scale Differentiation value perception by your customers’ h. 1,00 pm – 2,00 pm Lunch h. 2,00 pm - 4,00 pm Prof. Massimiliano Bruni The role of HQ in value creation: a parenting approach. The main decisions at corporate level The strategic management of business portfolio The parenting advantage h . 4,00 pm – 4,30 pm Coffee break PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management h. 4,30 pm - 7,30 pm Prof. Chiara Paolino Art Lab The Art Lab in an experiential and interactive laboratory that will involve participants in a reflection on leadership behaviours, through the metaphor and the technique of artistic representation ________________ Teaching Materials: O. Annushkina, slides, SDA Bocconi. M. Bruni, slides, SDA Bocconi. O. ANNUSHKINA, “Differentiating the cement: CEMEX example”, teaching note. O. ANNUSHKINA, “Intel inside”, teaching note. Suggested Readings: R.M.GRANT, "Contemporary Strategy Analysis", 7th edition, Wiley Higher Education PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management Thursday, 13th December 2012 h . 9,00 am – 11,00 am Prof. Judy Frels Marketing Strategy Overview of key elements of marketing strategy Determining your value discipline h . 11,00 am – 11,15 am Coffee break h . 11,15 am – 1,00 pm Mr. Laurent Tardif (Prysmian Group) CEO France Prof. Judy Frels Testimonial Speech Segmenting, Targeting and Positioning Segmenting business and individual customers What target segments are most attractive for your firm? Positioning your offering for your selected segment h. 1,00 pm – 2,00 pm Lunch h. 2,00 pm - 3,30 pm Prof. Judy Frels Channels of Distribution What are the functions of the channel of distribution? What are design options for your channel of distribution? How do you determine the best channel of distribution? h. 3,30 pm - 3,45 pm Coffee break h. 3,45 pm - 5,00 pm Prof. Judy Frels CASE -- JSW Shoppe: A Unique Distribution Model for Branded Steel PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management h. 8,30 pm Dinner at Hangar Bicocca – Via Chiese 2 - Milan _______________ Teaching Materials: J. Frels, slides, SDA Bocconi. V. GOPAL, “JSW Shoppe: A Unique Distribution Model for Branded Steel.” (must be read before class) Study questions for JSW Shoppe Case: 1. Consider the differences between the previous model and new model for selling steel and identify the advantages of the new model. What must happen for these advantages to be realized? 2. What are the roles, duties and responsibilities of a salesperson? How critical is the salesperson in this new model? 3. What are the challenges faced by JSW in implementing and executing the new business model? 4. What are the issues and challenges that arose when JSW moved away from a traditional distribution model (dealers) to the new retail model? What was JSW’s response to these concerns and challenges? What execution flaws gave rise to the concerns for the company? 5. Are the marketing initiatives introduced by JSW sufficient to achieve the desired objectives? What additional measures can be considered both for the short as well as the long term? 6. If you were a dealer, would you want to switch from your independent shop to become a JSW Shoppe? Why or why not? R. DOLAN, “Note on Marketing Strategy.” (to be read before or after class) PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management Friday, 14th December 2012 IMPORTANT NOTE: Mr. Valerio Battista (Group CEO ) will make a presentation about Group results and strategy during the day, where students will have the opportunity to make questions. h . 9,00 am – 11,00 am Prof. Judy Frels Branding in Industrial Markets Overview of branding Why brands matter in B2B markets h . 11,00 am – 11,15 am Coffee break h . 11,15 am – 1,00 pm Prof. Judy Frels Capturing Value through Pricing Strategies Understanding total economic value or the objective value you create for your customer Objective and perceived value Capturing value and incentivizing your customer h. 1,00 pm – 2,00 pm Lunch h. 2,00 pm - 3,30 pm Prof. Judy Frels Pricing – DuPont Alathon 25 mini-case CASE: Cumberland Metal Industries: Products Division, 1980 Engineered h. 3,30 pm - 3,45 pm Coffee break h. 4,00 pm – 5,00 pm Prof. Judy Frels Marketing Strategy Wrap-Up Key elements of marketing strategy - revisited Developing a consistent and coherent marketing strategy Closure of the Week by SDA Bocconi PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano SDA Bocconi School of Management _____________ Teaching Materials: J. Frels, slides, SDA Bocconi. B. P. SHAPIRO and J. J. SHERMAN, “Cumberland Metal Industries: Engineered Products Division, 1980.” (must be read before class) Study questions for Cumberland Metal Industries: 1. What’s your price for curled metal pads? Why? 2. How much do you think one of these pads is worth to a customer? Do the test data tell you anything about that? 3. How big is this market? How large of an opportunity is this for Cumberland? 4. Does you price affect how much of the market you’ll get? Does it affect how big the market is? 5. Is it more important to make high profits or build market share? 6. Who has to say “yes” before you can sell a CMI pad? Would any of these parties like to see curled metal pads fail? Why? 7. How are you going to market these pads? Describe in detail the channel members, influencers, and others, and give us your plan. 8. What are you going to say to the Colerick Foundations? F. WEBSTER and K.L. KELLER, “A Roadmap for Branding in Industrial Markets.” (to read before or after class.) R. DOLAN and J. GOURVILLE, “Principles of Pricing.” (to be read before class) T.T.NAGLE and R.K. HOLDEN, “The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making”, Prentice Hall, 2002 (Handouts) PRYSMIAN Group Copyright © 2012 SDA Bocconi, Milano