Lecture V–

Strategic Management
Dr. Hauke Laackmann

Jacobs University Bremen

1
 Course Outline I

• 09/02/2019 – Lecture 19:15 / 22:00: Foundations of Strategic Management

• 09/16/2019 – Lecture 19:15 / 22:00: Strategy Maps / Workshop Strategy Development

• 09/30/2019 – Lecture 19:15 / 22:00: Corporate Strategy Process

• 10/07/2019 – Lecture 19:15 / 22:00: cancelled

• 10/14/2019 – Lecture 19:15 / 22:00: cancelled

• 10/21/2019 – Lecture 19:15 / 22:00: Corporate Strategy Process II (Case Study)

• 10/28/2019 – Lecture 19:15 / 22:00: Corporate Financial Strategy

-> The excursion will take place on November 14th.

2
Case Study
• Read the case

• Define the 10 major issues, the companies are facing

1. Environment
2. CSR
3. Supply chain
4. Pricing
5. Product innovation
6. Protectionism
7. Market shares
8. Marketing advantages
9. Brand image
10. Retail channels

3
Case Study
• The group decided to specify the issues down to targets:
• Define the 10 major issues, the companies are facing
1. Environment -> Target: introduce sustainable targets to achieve long term
sustainability.
2. CSR-> Target: Be perceived as a good corporate citizen.
3. Supply chain-> Target: Meet consumer demands cheap and efficient.
4. Pricing-> Target: Price should meet the demand.
5. Product innovation-> Target: Packaging shall be sustainable, trends shall be identified
and met fast.
6. Protectionism-> Target: “Fight” constructively for open markets.
7. Market shares-> Target: Sustainable dominance.
8. Marketing advantages-> Target: Finding the best ways to promote our product.
9. Brand image-> Target: Maintain positive reputation (U.S. brand).
10. Retail channels-> Target: Maintain and enhance the distribution of the products,
optimize the retail-channel-structure to meet new customers.

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 Corporate Strategy Process
Status Process step

Target development

Analysis (ext.)

Analysis (int.)

Target redefining

Choice of strategy

Strategy
implementation

Future
5
 Corporate Strategy Process
Status Process step Instruments

Target development Analytical skills

Analysis (ext.) Tools: SWOT, etc.

Analysis (int.) Tools: SWOT, BCG-

Matrix, etc.

Target redefining Analytical skills

Tools: Strategy Map,

Choice of strategy Business Model Canvas,
etc.

Strategy Tools: Balanced

implementation Scorecards, KPIs, etc.

Future 6
 Corporate Strategy Process
Status Process step Instruments

Target development Analytical skills

Analysis (ext.) Tools: SWOT, etc.

Analysis (int.) Tools: SWOT, BCG-

Matrix, etc.

Target redefining Analytical skills

Tools: Strategy Map,

Choice of strategy Business Model Canvas,
etc.

Strategy Tools: Balanced

implementation Scorecards, KPIs, etc.

Future 7
 Corporate Strategy Process
Status Process step Instruments

!
1. Target development Analytical skills

2. Analysis (ext.) Tools: SWOT, etc.

Your task for the 3. Analysis (int.) Tools: SWOT, BCG-

Matrix, etc.
upcoming two
weeks: Step 1-5 4. Target redefining Analytical skills

for the provided Tools: Strategy Map,

case. 5. Choice of strategy Business Model Canvas,
etc.

Strategy Tools: Balanced

implementation Scorecards, KPIs, etc.

Future 8