COURSE OVERVIEW-----NON-MARKET STRATEGY PROJECT
It is an advanced strategy course that focuses on how firms achieve competitive advantage by managing various external pressures outside their market place - arising from interactions with governments, NGOs, activists
, media and so forth. While a firm?s competitive advantage is created in large part through developing and exploiting difficult-to-imitate capabilities and resources in the market environment, the “non-market? environment in which the firm operates also presents important risks and opportunities for business leaders.
The non-market environment consists of the laws, regulations, norms and institutions that shape the nature of competition within markets. Governments, regulators, courts, the media, non-governmental institutions, international treaties and cultural norms all affect how firms compete and which capabilities are valuable. For instance, barriers to entry, new product introduction, global competition, and operating practices can all be enhanced or constrained by the formal and informal "rules of the game." This is true for many industries, from energy to pharmaceuticals to information technology. Yet these rules are not simply exogenously given. They are instead the outcome of competition between businesses and other organized groups within policy-making arenas. In many industries, corporate activity in the policy-making process is a key element in creating or maintaining a company?s competitive advantage.
Non-market strategy: formulating and implementing strategies for managing
government, regulators, activists
and NGOs; non-market strategy for globalization and international business; integrated market and non-market strategies.
Non-Market Strategy Project
The focus is on applying the insights from the second module to a company or organization confronting a non-market issue. You should adopt the perspective of an analyst (or evaluative/investigative journalist), and develop a briefing about a specific firm?s actions, opportunities and outcomes regarding a particular non-market issue.
You are required to choose one specific company of interest and one non-market issue connected to topics that we have discussed in the second half of the course. The report should be framed as addressing a specific question, for example, "How should Porter Airlines deal with the opposition of local activists
in its proposal to operate at the Toronto City Centre Airport?" Your report must not be repetition of other course work. The report should cover at least the following points:
- A discussion of the issue, its stage in the policy life cyle, and its degree of importance to the firm (and competitors)
- Analysis of the interests that have a stake in the issue; the preferences of interested stakeholders on the non-market issue; their degree of organization and the level of support or opposition for the firm in non-market arenas; their effectiveness in shaping the issue
- Analysis of the institutions involved in determining the non-market issue outcome
- Discussion of plausible non-market strategy options that could enable the firm to cope with the issue. Implications for the firms market-based competitive strategy. Coherent, logical recommendations on the best non-market strategy to adopt.
The content and style of managerial publications such as Business Week, Fortune and the Globe & Mail should serve as a guide for the written report. Students are expected to use companies? annual reports, media reports, analyst reports, independent studies, and other reputable sources to conduct their analysis (please fully cite all sources). Stronger reports might also include your findings from short interviews with one or more managers, industry or other experts. Course concepts should be used in both the analysis and the recommendations.
The report is to be a maximum of 4000 words (again, please use single-spaced pages, 12-
point font), plus any exhibits. Your challenge is to write an insightful analysis of the nonmarket environment and to develop a plausible action plan. For larger firms, focusing on a single line of business should help you to focus your report. Naturally, I expect to see sufficient depth to demonstrate your understanding of key course concepts.
N:B You need to check for the non-market issues in the other 2 materials I attached.
WHAT EXACTLY TO DO
The tile above titled “COURSE OVERVIEW-----NON-MARKET STRATEGY PROJECT” contains the question and what is required. You should note that you’d have to READ the two articles (would be attached) to have a good understanding of what is required. The first one-(Non-market environment -- explains the assignment/project concepts as discussed in class and what to understand about it, it also helps with the requirements) while the second one (non-market Environment 2??"goes deep into the analysis and using Boeing as a case study??"need to understand this for good result).
I also attached 2 non-marketing issues you can choose from. The first is
1) The Beer industry project
This is based on the beer industry and you would have to choose a firm (smaller brewer such as brick beer) to discuss the non-market issues but with further research. If you choose this, you’d need to deepen the research but also meet the requirements above " COURSE OVERVIEW-----NON-MARKET STRATEGY PROJECT " as indicated in the “Beer industry project”
2) Shell & Militants
Company of Interest is-------Shell
Non Market Issue is-----------Militants (Activist
I attached the file called “Shell & Militants” which contains some information about Shell and this sheds light a bit on the matter??"Pls note that it doesn’t mean everything in it is right, it sheds light on the issue. I would expect you doing your research because there are tons and tons of sources on wikileaks, youtube, WSJ, google, etc...I also attached a file called “oil links” which contain several links to enlighten you about the topic and what to discuss-here also, I would expect more research from you. Lastly, look at the power point slide called “presentationn” to give you better knowledge about the topic ??"Also, it doesn’t mean everything is right, just sheds light on what happened.
NOTE: If you choose this one, you need to focus on "Shell" as the one specific company of interest and "Militants" as the one non-market issue---the requirement of the project...That is what you need to deepen the research on/focus on and you answer the questions in the document titled “research project” based on it. I personally believe it's a better choice (than the first one) and there are enough articles and topics about it online.
N:B Would also attach the requirements once more. Let me know if you have any question.
There are faxes for this order.
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