BSM 3114 – TRI 2 2019/2020

TUTORIAL (10%): Group work

Please prepare the answer ahead before class. Submit your answer
to respective tutors for evaluation.

Tutorial #2: Week 3

Case Study 1– Under Armour

1) Perform a situation analysis to understand the general environment facing

Under Armour. How will the firm be affected by external factors?
2) Use Porter’s Five Forces Model to analyze the apparel, footwear and
equipment industry in the U.S.

Tutorial #3: Week 4

Case Study 1 – Under Armour

3) Conduct a SWOT Analysis identifying the firms, strengths, weaknesses,

opportunities and threats.

4) Conduct a Value Chain analysis to identify value-creating activities.

Tutorial #4: Week 5

Case Study 2 – UBER

Video Case : https://www.youtube.com/watch?v=pb--rJGgVIo&t=616s

1) Perform External Environmental analysis to understand the general

environment facing Uber. How will the firm be affected by external factors?
(10 m)

2) Based on the answer above, what salient opportunities exist in UBER's

external environment? How they fit in the opportunity? (2m*5pts = 10m)

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Tutorial #5: Week 6

Case Study 2 – UBER

3) What are the internal issues faced by UBER that may impact future? (5 m)

4) What are UBER’s main capabilities? Do they have a core competence?

(5 m)

5) Suggest 5 ways of improvement for UBER’s sustainability. (10 m)

Tutorial #6: Week 7

Case Study 3 – STARBUCKS

Video Case : https://www.youtube.com/watch?v=83yInyY1KLs

1) Describe Starbucks’s business-level strategy. (4 m)

2) Discuss the THREE (3) reasons behind Starbucks drop in sales and share price
in the video case. (6 marks)

Tutorial #7: Week 8

Case Study 3 – STARBUCKS

3) What are the competitive actions and competitive responses taken by

Starbucks for its advantageous market position? (3 points). (10 M)

4) Discuss the characteristics of Howard Schultz as an effective strategic leader

(3 points). Evidence of the characteristic chosen must be given. (10 M)

WEEK 9: ASSIGNMENT PROGRESS UPDATE

All group leader must update their group progress, fill up the assignment
progress form and submit to the respective tutors.

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Tutorial #8: Preparation for Exam (Week 10)

Case study 04: Huawei

1) Analyze the smartphone industry: How attractive is the

industry? How will its attractiveness change in the future?
(30 marks)

2) What are the sources of Huawei’s competitive advantage in the

smartphone industry? (5m *4 points = 20 marks)

Tutorial #9: Preparation for Exam (Week 11)

Case study 04: Huawei

3) How sustainable is Huawei’s competitive advantage in the smartphone

industry? (15m)

4) How should Huawei sustain its competitive advantage in the

smartphone industry? (5m)

Tutorial #10: Preparation for Exam (Week 12)

Case study 04: Huawei

5) What role does Huawei’s global strategy play in contributing to

its competitive advantage in the smartphone industry? (20 m)

6) How Does Huawei’s Global Strategy Contribute to its Smartphone

Success? (10m)

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