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STRATEGIC MANAGEMENT 2

September 15th
Madonna case.
STRATEGIC INTENT
She wants to be a superstar.
She wanted to be a performer and businesswoman.
She wanted to control her career.
Diagnosis:
External: Relationships with people in the industry.
Understood: what would get people attention. She adapted to the audience. Renewed her
image.
Pop stars in the 1980s (Michael Jackson) (MTV-1981) The industry media is controlled by a
few larger companies.

Internal: Personal relationships.


Useful to get jobs.
She is workaholic. She has her own style, technology.

Choice: Business-level.
Adapt to market changes.
- Differentiation strategy.

Corporate-Level
Diversified-movie, charity events, skin care.
Implementation: do it at any cost. (No sense of responsibility). Kids working-1990s. CSR
Madonna does not apply it.

WHY IS IMPORTANT TO STUDY? Ability to change.


Sustainable.

VOCABULARY OF STRATEGY
Mission: general expression of the overall purpose of an organization in line with the values
and expectations of the shareholders.
Vision: desired future state of an organization.
Business model: How it will generate revenue.

PESTEL: Political Economic Social Technology Environmental Legal. Different macro factors
that affect a company.
Technology: hacking systems. Malware. Autonomous age. Hackers that work with terrorists.
Economic: block of Suez and Panama canals.
Social: Insecurity.
Political: Terrorism, blow up ships. Block shipping traffic.
Legal:
Environmental: Environmental damage from destroying ships.
What we do if we have an attack?
Would it be enough hackers to work with terrorists?

September 22, 2017


Scenario 1
Terrorist attack against an oil tanker. It explodes, sinks and blocks the Suez Canal.
Short term: Different routes, different suppliers.
Lower prices.
Long term: Armed security on ships.
Military support from countries on the routes.
Investment in anti-hacking technology.
DESIGN FICTION: Create future, introduce audience to a possible and coherent future world.
What is an industry?
All the firms offering the same kinds of products or services. Classifications: ISIC/US.
NAICS/France: NAF

Porter: two primary dimensions.


Products/services
Geographical areas
PORTERS 5 FORCES MODEL
Threat of substitutes
Threat of entry: Potential entries. Low-high.
Barriers entry: problems to get into the industry. High-low
Powerful suppliers capture more of the value for themselves by charging higher prices:
-Microsoft in the PC industry.
Role of government.