JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW Post Graduate Diploma in Management Post Graduate Diploma in Management (Financial Services) Post

Graduate Diploma in Management (Retail Management) Fourth Term (Academic year: 2012-13), Sections: A, B, C, D, E Course Title: Core Business Strategies Course Instructor: V.V.Ratna & Amit Sharma Number of Sessions: 24 Course Credits: 1

Course Overview As the emphasis on bottom-line performance has increased due to external financial market pressures and globalization, managers are increasingly concerned with how to develop and sustain competitive advantage the basis for superior performance. Strategic management goes to the heart of how managers add value to the firm by focusing on how managers should evaluate and assess their organizations and competitive environments in order to develop a competitive advantage in the marketplace. The objectives of this course are to provide conceptual frameworks and successful techniques by which to analyze, develop, and implement the competitive strategy of the firm. An understanding of competitive strategy requires an assessment and analysis of the firms competitive marketplace and the firms stock of resources and capabilities. The course begins with providing frameworks for understanding the dynamics of industry structure, the evolution of this structure, and the pattern of interaction among the competitors in the industry. The course then focuses on an assessment and analysis of the organizational resources and routines that form the basis for firm-specific capabilities. The course is focused on developing a competitive strategy based on the leveraging of firm-specific capabilities in the marketplace. This course is designed to improve decision-making in a competitive and dynamic environment and thus enable the manager to take action to improve the firms competitive position. The approach of the course is practical and problem-oriented. A major part of the course will involve applying concepts, frameworks, analytical techniques, and managerial insights to the strategic issues which real world companies face. In applying strategic analyses to real-world situations, students are placed in the role of key decision makers and asked to address questions regarding their evaluation of the marketplace and organization. One major objective of the course is to improve ones capacity for strategic thinking and action by developing frameworks by which to assess, evaluate, and respond different business situations through the use of case analysis and discussion. This course serves as an integrative course for students in their final year. In it students are provided with the opportunity to integrate their inter disciplinary knowledge in conducting strategic analysis of organizations and environments from the perspective of senior management. Specifically the course is designed to achieve the following objectives. 1. Introduce the student to the basic concepts underlying the field of strategic management and the need for strategies. 2. Understanding of the levels of strategies and hierarchical responsibilities. 3. Understanding of the strategic management process.

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Learning outcomes Upon successful completion of this course the students will be able to conceptualize: The core concepts of strategy Analyze the external and internal environments of a firm. Conduct SWOT analysis Differentiate between different directional and generic competitive strategic alternatives and their contextual relevance. Pedagogy Lectures, case study discussions Text Book/s Crafting and Executing Strategy The quest for competitive advantage; Thompson, Strickland, Gamble & Jain; 14th edition, TMH publication. Strategy and the Business Landscape Pankaj Ghemawat; 2nd edition, Pearson Education Reference Management of Strategy concepts and cases; Hitt, Hoskisson, Ireland; India edition 2007; Thomson SW publication. Strategic Management - concepts and cases; Upendra Kachru; 2006 edition; Excel Books An Integrated approach to Strategic Management; Charles Hill, Gareth Jones; 1st Indian reprint 2009; Cengage Learning publication. Assessment Sl. Components 01 Quizzes 02 Project/Assignment 03 Mid-term Examination 04 End-term examination Weightage (%) 20 20 20 40

Description of assessment component: 1. Quizzes: There shall be four quizzes, equally distributed before and after mid-term examination. Each quiz will carry 5 marks. 2. Project/Assignment: It will be on group (group of 4 students) basis. Project/assignment will involve application of course content to some specific sector/industry. 3. Mid-term examination: It will be based on the syllabus covered till date. 4. End-term examination: It will be based on entire syllabus.

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Session Plan
Session Topic Methods/Case (with suggested questions) Text book & readings Chapter No.

Module 1: Introduction 1 Opening (course overview, evaluation, expectations) 2 Conceptual foundation of Strategy and what triggers the firm to move to the strategy paradigm 3 The managerial process of crafting and executing strategy Module 2: Strategic Intent 4 Strategic intent, Developing strategic thinking. 5 Concept of core competence, strategic architecture and competitive innovations. Focus is to differentiate between fit and stretch. 6&7 Concept of Mission, Vision, Objectives, & goals, Module 3: Environment Analysis 8&9 What is External Environment. Macro environmental factors and their impact.SCP framework. 10,11,12 Industry Analysis, Concept of 5 Forces, ILC, Strategic Groups, Hyper competitiveness 13,14,15 Internal Scanning (SAP) using Activity Based approach Value Chain Analysis, concept of synergy 16 SWOT analysis (Integrate ETOP and SAP) Module 4: Strategic Alternatives 17,18 Five generic competitive strategies 19,20,21 Beyond competitive strategies the directional approach 22,23 Tailoring strategy to fit specific industry and company situations 24 Summarization

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