64
For this exercise, you will develop competitor profiles of EXERCISE 2: WHAT DOES THE FUTURE LOOK
Part 1: Strategic Management Inputs
selected air carriers.
Part One
Working in groups of five to seven people, each team member
selects one airline from the table. The pool of selected airlines
should contain a roughly even balance of three regions: North
America, Europe/Middle East, and Asia. Answer the following
questions:
1. What drives this competitor (i.e., what are its objectives)?
2. What is its current strategy?
3. What does this competitor believe about its industry?
4. What are its strengths and weaknesses?
5. Does this airline belong to an airline alliance (e.g., Oneworld,
Star, SkyTeam)?
When researching your companies, you should use multiple
resources. The company’s Web site is a good starting point.
Public firms headquartered in the United States will also have
annual reports and 10-K reports filed with the Securities and
Exchange Commission.
Part Two
As a group, summarize the results of each competitor profile
into a single table with columns for objectives, current strategy,
beliefs, strengths, weaknesses, and alliance partner(s). Then, dis-
cuss the following topics:
1. Which airlines had the most similar strategies? The most dif-
ferent? Would you consider any of the firms you studied to be
in the same strategic group (i.e., a group of firms that follows
similar strategies along similar dimensions)?
2. Create a composite five forces model based on the firms you
reviewed. How might these elements of industry structure
(e.g., substitutes, or bargaining power of buyers) differ from
the perspective of individual airlines?
3. Which airlines appear best positioned to succeed in the
future? Why?
OUTWORK YOUR COMPETITION
Jerry Rice/Former Professional Football Player/NFL Hall of
Famer
Jerry Rice (born October 13, 1962) is widely regarded as the
greatest wide receiver ever and one of the greatest players in
National Football League (NFL) history. He is the all-time leader
in every major statistical category for wide receivers. In 20 NFL
seasons, he was selected to the Pro Bowl 13 times (1986–1996,
1998, and 2002) and named All-Pro 10 times. He won three
Super Bowl rings playing for the San Francisco 49ers and an AFC
Championship with the Oakland Raiders.
Besides his exceptional ability as a receiver, Rice is remem-
bered for his work ethic and dedication to the game. In his
LIKE?
A critical ingredient to studying the general environment is iden-
tifying opportunities and threats. As discussed in this chapter, an
opportunity is a condition in the environment that, if exploited,
helps a company achieve strategic competitiveness. In order to
identify opportunities, one must be aware of current and future
trends affecting the world around us.
Thomas Fry, senior futurist at the DaVinci Institute, says that
the chaotic nature of interconnecting trends and the vast array
of possibilities that arise from them is somewhat akin to watch-
ing a spinning compass needle. From the way we use phones
and e-mail, or recruit new workers to organizations, the climate
for business is changing and shifting dramatically and at rapidly
increasing rates. Sorting out these changes and making sense of
them provides the basis for opportunity decision making. Which
ones will dominate and which will fade? Understanding this is
crucial for business success.
Your challenge (either individually or as a group) is to identify
a trend, technology, entertainment, or design that is likely to alter
the way in which business is conducted in the future. Once you
have identified your topic, be prepared to discuss:
• Which of the seven segments of the general environment will
this affect? (There may be more than one.)
• Describe the impact.
• List some business opportunities that will come from this.
• Identify some existing organizations that stand to benefit.
• What, if any, are the ethical implications?
You should consult a wide variety of sources. For example,
the Gartner Group and McKinsey & Company produce market
research and forecasts for business. There are also many Web
forecasting tools and addresses such as TED (Technology,
Entertainment, Design). TED hosts an annual conference for
groundbreaking ideas, and you can find videos of their discus-
sions on their Web site. Similarly the DaVinci Institute, Institute for
Global Futures, and a host of others offer their own unique vision
for tomorrow’s environment.
VIDEO CASE
20 NFL seasons, he missed only 10 regular season games.
His 303 games are by far the most ever played by an NFL
wide receiver. In addition to staying on the field, his work
ethic showed in his dedication to conditioning and running
precise routes.
Before you watch the video consider the following concepts
and questions and be prepared to discuss them in class:
Concepts
• Competition
• Opportunity
• Threat
• Industry environment—five forces
• Competitor analysis

Questions
1. How competitive are you? How does this manifest itself in
your everyday life?
2. What about goal setting in your life. Do you have objectives
that you want to achieve five years after graduation?
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