FORMATS The formats given below and filling them up seriously after attending the classes regularly, reading up the suggested material, discussions in the group, rendering them into presentable slides, and final presentation to the class are the keys to leaning in this class. There may not be ready answers to the questions here. You are most welcome to bring in learnings from other courses, management models NOT discussed in the class in completing the format. These are not forms to be filled in… but frameworks to be worked at. In completing the formats, give explanations, diagrams, etc. etc. The formats are meant for serious logical, reflective, critical and constructive thinking and these need to be brought out in your completing the tasks. You may use, for instance, models not specially mentioned here…. say, McKinsey’s 7S format, forecasting techniques, fishbone diagram… NO FORM FILLING….Do not by constrained by the forms. Use them as guidelines and use your imagination. i magination.
FORMAT: 1 Chosen Industry: ________________FMCG______________ ________________FMCG______________
Chosen Enterprise _____________________ _____________________ Unilever
Chosen Company _____________________Hindustan _____________________Hindustan Unilever Ltd________
FORMAT: 2 Three levels of strategy (Corporate, Business and Functional) Identify at least one case of a strategic management decision for each of the following cells.Where relevant, give detailsof what the decision was, why, when, where, how etc. Include all relevant details and justify why you classify the decision as strategic.
Type of decision
The chosen company
Competitor (you may choose different competitors for the three cases)
Corporate
Cross border acquisitions 1) Tresemme2010, Alberto Clulver 2) Sure dry shield-
In order to stay in the competition against majors like L’Oreal and Shiseido S hiseido with products ranging from
2010
Business
Product extension a)Vaseline for men b)extension of dove from soap to facewash, shampoo etc c)Axe deodorant to soap, shower gel, shave gel, after shave lotion etc
Functional
Product Development -R&D led to the enhancement of products like a)Ponds age miracle cell ReGEN range, 2012 b) Fair and lovely future tube c) Sunsilk Keratinology d) Lifebuoy active Natural Shield e) Lakme Absolute
deodorants and shampoos like total repair 5 and hair energizing formula 1) Emami launched its brand Fair and handsome which enjoys a 60% share in the males skin care sector in India 2) The launch of a wide range of products from competitors like L’Oreal, Neutrogena etc 1) Olay launched its own range of anti ageing products in India, 2007 along with anti ageing products from Revlon, Garnier, L’Oreal etc 2) The future tube was a strategy utilized to stand out from its entire range of competitors involved in the supply of sachets(creams) 3) Dettol had released its own set of no touch hand washes ranging from natural to normal to sensitive skin type.
FORMAT: 3 Characteristics of Strategic Management Decisions Take one of the decisions by the company that you identify by research above and complete the following: Chosen decision by the company _______________Functional decision_________________
Characteristics of Strategic Management decisions
Explain why the chosen decision by the company fits the characteristic listed in Col: 1. Don’t force fit. Only explain of you are convinced,
1 long term implications
Each decision taken adds up to long term changes in the company. The decision taken while indulging in the above mentioned product developments would result in implications on the cost, marketing plans, future product launches, product extensions etc.
2 Fundamental
The previously mentioned functional decisions were fundamental in order to ensure that HUL stayed ahead of the cut throat competition in the market from giants like P&G, Reckitt ,Revlon etc
3 Uncertainty
Though implemented after a lot of deliberations, the consequences of the decisions; in this case, the product developments can never be accurately forecasted. E.g. Classic coke vs. New coke
4 It is a costly affair
Research and development incurs massive expenditures. There are also uncertainties regarding whether the expenses could be recovered or not. For e.g. Ponds Age Miracle ReGEN, Unilever Bangalore
5 Enhances the market presence
The launch of such products has provided HUL with global recognition.
FORMAT: 4 Take one of the decisions by a major competitor of the company that you identify by research above and complete the following: Name of the Competitor ____________________Procter & Gamble___________________
Chosen decision by extension)___________
the
company-Business
Characteristics of Strategic Management decisions
1 Expansion
Strategy
decision
(product
Explain why the chosen decision by the competitor company fits the characteristic listed in Col: 1 1) The brand Tide from P&G now involves tide detergent, tide naturals (lemon and chandan), tide whitening agent, tide super saver pack etc 2) Gillete has launched a wide series ;namely, Gillette Vector, Gillette Mach3, Gillette Mach3 Turbo, Gillette Guard and Gillette Mach3 Turbo Sensitive and Gillette Fusion. The Shave Care range includes Gillette Fusion HydraGel, Gillette Series Sensitive Skin Foam, Gillette Series After Shave & Gillette Classic Shave Foam Sensitive Skin.
2Enhance its market dominance
Despite Gillette enjoying market dominance in the Indian market, it still continues to expand its range in order to suit the requirements of the Indian market.
3 Aggressive competition
Ponds vs Olay
4 Costly affair
5 Long term implications
