MBA 599 – Strategic Management Case Project
This capstone course requires each student to construct a detailed and well-thought-out analysis of a
business employing all the relevant strategic analysis tools studied in the course. This project will take the
full term to complete. It is our sincere hope that you will find this project to be the most rewarding effort in
your educational career.
Project Overview
This course is designed to help you develop strategic skills that can be used in management. The
process of strategic planning is an iterative cycle of research and analysis, ending with a series of choices
about what will be attempted and how it will be approached. The most tangible output is the strategic
planning document. The most important output is the increased understanding that the participants
acquire. Accordingly, the assessment of the final project will be heavily dependent on the quality of the
strategic thinking inside that polished report. Students who focus on the expeditious completion of the
steps may find that they have shortchanged the important and time-consuming exploration and thinking
that are necessary to create a quality strategic case. Since not all tools can tell the planner which factors
and alternatives are important to consider, the planner should pull in as much diverse information and
perspectives as possible. Additionally, you should put yourselves in the competitor’s shoes and consider
how the “game” will play out. Your homework and subsequent improvements are intended to become a
primary basis for the exploration and questioning that drives your strategic understanding and creative
ideas. In addition, it is important to test your strategic thinking and your use of analytical tools in
preparation for your final project.
Tips for Selecting an Organization
As you select an organization for your class project, it is important that you select one that is interesting,
possibly useful to you in your career, industry, or interests, and allows you to explore strategic challenges
in a meaningful way. If you select the industry in which you currently work, you must address two critical
issues: (1) integrating and clearly citing existing information. (You will need to delineate work you’ve
contributed as opposed to pre-existing information), and (2) succinctly presenting existing information
while adding new insight, analysis, and plans that substantially add to strategy development,
implementation, and/or assessment of the organization. An organization or industry you are interested in
should give you better access to information although you need to pay careful attention to the points
made above.
Do not underestimate the degree to which you will need to be an expert in the selected industry and
related areas. It is impossible to create a strategy without understanding the terms, technologies, market
changes, and so forth in great depth. As soon as you select a topic, you should establish (or monitor)
news feeds from several major sources of business news to keep abreast of actions in your industry.
Public companies are preferred for these plans as SEC filings and investment analyses are available
through research. Some of the firm’s main competitors will likely be public so that you can research them
as well. Large, diversified, companies can be difficult for purposes of this course (unless their
diversification is relatively narrow, and largely in one “solutions space”). Large organizations (e.g. GE)
may file consolidated reports, and you may not have access to dis-aggregated information on the division
that you are analyzing. Additionally, it’s better to select a company/industry under “duress” or at least
struggling. The reason is its very difficult to add new strategic ideas for a company that is doing well.
You may select any form of organization including profit, non-profit, and government organizations.
However, please take into consideration that within these various organizations, the strategic thinking can
be quite different, and some can pose challenges for the planner. Most organizations have some type of
customer base and opportunities for improvement. Charitable organizations compete against other
nonprofits for time and money. Educational organizations compete for students. Regulated utilities
compete for customers among themselves (e.g., gas versus electric) and in conjunction with governments
to attract new industry. Units of governmental entities may be the most difficult, but even those
organizations have customers who can choose to live in a different locality or elect government officials
willing to change the status quo. If you are undecided, medium or small-size competitive, profit-oriented
organizations may provide the best platform for applying course concepts.
Project Deliverables
Phase 1 – Class Meeting 1-3 (Outline for Strategic Management Case)
Note: Phase 1 is to be a minimum of 8 pages to a maximum of 10 pages in length and doubled spaced.
Introduction of the company
o
o
o
Description of the firm and its products
Company history (brief history, critical events, competitors, leadership), including strategic
elements of its history
Vision and mission statement
Assessment of mission and vision o
External assessment
o EFE and CPM with strategic implications
o Analysis of competitive position, opportunities, and threats
Internal assessment
o
o
o
IFE with strategic implications
Financial ratio analysis with key conclusions and implications for strategic choice
Overall analysis of internal capabilities and implications for your strategic decisions
Class Meeting 1: Select company and secure instructor approval. Once approved, create plan outline,
insert current mission and vision.
Class Meeting 2: Complete an EFE and CPM for your company (including analysis and conclusions)
and insert in your working draft which you will hold until you submit Phase 1 during
Class Meeting 3.
Class Meeting 3: Complete an IFE and calculate financial ratios (including analysis and conclusions)
for your company and insert in your plan to submit at the end of Class Meeting 3.
Submit all of Phase 1 to the appropriate Assignment folder. (This Assignment folder is linked to Turnitin.)
Phase 2 – Class Meeting 4-6 (includes revisions to Phase 1 based on the instructor’s feedback)
Note: Phase 2 is to be a minimum of 12 pages to 16 pages in length and doubled spaced (This
includes Phase 1 pages).
Internal assessment (continued from Phase 1—include IFE and financial ratios)
Current strategy (brief description of the firm’s current strategies), be sure to discuss
current use of technology
SWOT matrix with strategic implications for the company
BCG matrix with strategic implications for the company (if
appropriate to your company)
Space or other matrices with strategic implications for the company
Possible strategic alternatives
Evaluation of current organizational structure
Recommendation changes (if needed) to the structure, culture (including values), processes,
rewards, or technology
o
o
o
o
o
o
Class Meeting 4: Integrate instructor feedback from Phase 1.
Class Meeting 5: Develop SWOT, BCG, SPACE, and IE matrices with strategic implications for the
company.
Class Meeting 6: Develop alternative strategies for your company with strengths and weaknesses of
each.
Submit all of Phase 2 to the appropriate Assignment folder. (This Assignment folder is linked to
Turnitin.)
Phase 3 – Class Meeting 7-8 (includes revisions to Phase 2 based on the instructor’s feedback)
Note: Phase 3 is to be a minimum of 19 pages to 25 pages in length and doubled spaced (This
includes Phases 1 and 2).
Strategic analysis, choices, impact, and measurement
Product-positioning map
Evaluation of strategies and objectives to achieve most favorable market position
Description of how you would implement your strategies
Milestones (steps for each major initiative with their timelines
Specific results you want to achieve including market, financial, and product or service goals
Financial projection (minimum three years)
Presentation with audio – see below
Executive summary – see below
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o
o
o
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o
o
o
Presentation with audio
The final submission for your project includes developing a PowerPoint presentation with
embedded audio files. Each slide must contain an audio file in which you offer insight to the
material in the slide and key points the professor should take away from the visual
information in the PowerPoint. You should minimize repeating points made in the slide other
than emphasizing important components. To put this simply, please do not read the slides
verbatim but make sure to add value to what is presented on the slide to improve the
understanding of your work. The presentation with audio is a significant component of the
final submission, so please makes sure to offer your best work, speak clearly, emphasize the
strategic implications of your work, and engage the viewer.
Executive summary (compiled with concise and critical elements from the detailed work)
While done as a last step, this goes in front of the report, after the index. A final and all-
encompassing analysis is presented, along with the recommendations that you would make
to the firm’s board of directors. This includes identifying what you recommend, and briefly
outlining alternatives considered, key implementation steps, and the impact of the
implementation on the company’s performance and competitive position.
Class Meeting 7: Develop a product-positioning map with strategic implications for the company.
Conduct final evaluation of alternative strategies and detailed description of selected strategy.
Class Meeting 8: Develop detailed implementation and assessment plan.
Complete financial projections.
Create presentation with audio.
Complete the executive summary and insert into the plan.
Complete all editing, verification, and citing of all sources, and insert graphs and illustrations.
Phase 3 is a key program assessment; the results are used to ensure students are meeting program goals.
Video and PDF instructions can be found in the Key Assignments Module. PDF instructions are also located in
the Key Assignments module. This Assignment folder is linked to Turnitin.)
Project Submission
Please do not jeopardize completing your MBA! Before you begin, read the plagiarism policy in the
syllabus and catalogue. There is zero tolerance for plagiarism in this course. Any case of plagiarism will
be taken seriously. All assignments will be submitted to Turnitin and be subject to additional validation by
the professor. Work from prior classes cannot be used in this course without prior, written permission from
the professor.
Project Evaluation
All sections of the plan are evaluated based on:
1. Correctness and completeness: models/matrices used in the case are reasonably sound/accurate and
thorough.
Strategic analysis and conclusions: points made are insightful and clear with relative importance
distinguished (not just a “rehash” of the facts).
Logical sequence and continuity of writing: the reader can seamlessly move from paragraph to
paragraph or section without losing his or her train of thought.
Grammar, punctuation, spelling, sentence structure are at the graduate level.
External sources: the ability to integrate and interpret external sources of information. As a
capstone class, the external research is extensive, relevant, and informative to the company’s
direction, its competition, industry, and choices.
Language: the effective use of standard business terms especially those emphasized in the David text
and prior business courses.
2.
3.
4.
5.
6.
See the full grading rubric in the Key Assignments Module.
Tips for Completing the Project
You should expect to build up a large mass of analyses before you can put together a coherent case. In the
end, a great case will always look “simple” relative to the countless hours going down many different paths in
order to build understanding. The volume of material generated can distract from the creative part of the
process. The following suggestions are designed to serve as a reminder for things not identified distinctly in the
assignments, the syllabus, or the textbook Plan preparation guidelines.
1. Company and industry background
Use your own judgment to determine the amount of background to include. Over-detailed
company history is usually irrelevant and rarely improves the report. On the other hand, a history
of strategic moves and competitive reactions might be very illustrative. Decide what to include
based on whether that information is important to understanding the future environment and
strategic choices. Market share, financial strength, brand image, and the like are always relevant
strategically.
2. Address uncertainty
In your strategic analysis, make sure to state any assumptions related to your business. If you
believe there is going to be high risk, describe contingency plans or alternate scenarios.
3. Discuss the things that create organizational culture and behavior necessary to support
the strategy
a. What operational and motivational processes create the culture (acting your way into a new
way of thinking, identity orientation, incentives, etc.)?
What organizational structure fits the mission/vision, the operational approach, and the need
for adaptability or stability?
Make sure to delineate your ethics standards including values the company lives by.
b.
c.
4. Internal/external (IE) matrices
All matrices used in the strategic management case must be added as appendices and not
inserted within the body of the paper. Be sure to provide an analysis/explanation of all matrices.
Avoid inserting a matrix without a detailed explanation.
5. Implementation
Your implementation strategy must show how it is aligned with your strategic objectives. The
strategic-level implementation questions are mainly resource-related (where the money/people
come from) and timing issues (when are initiatives expected to happen). In addition, if there is
something specific mentioned in the analysis (e.g., a trend, a weakness, concerns about the
competitive response) that affects implementation, then you need to include the relevant part of
the implementation approach mentioned as part of the strategy. If there is not anything notable in
these kinds of areas, then specific content is not required in the report.
6. Overall assessment of the strategy
As you prepare your strategies, it will be helpful to review Rumelt’s four criteria:
a. Consistency
i. Strategy should not present inconsistent goals and policies.
ii. All of the pieces of your overall strategic approach should be aligned.
Consonance b.
i. Strategy should examine sets of trends.
c.
d.
Feasibility
Advantage
i. Strategy should include creation or maintenance of competitive advantage.
7. Sources
Follow APA style guide to write the case. Cite within the body of your case and include a
reference list. This is particularly true for any source data that will come from financial reports and
corporate websites.
Project Grading (See detailed grading rubric at end of these instructions)
Eighty percent (80%) of the course grade will be determined based on the Strategic Management Case as
distributed below:
1. Phase 1: Proposal and initial analysis (20% of course grade)
2. Phase 2: Substantive draft (20% of course grade)
3. Strategic Management Case Project (40%) comprising of Phase 3: Final Case (30% of
course grade) and Presentation 10% of course grade)
Example Outline and Structure for the Strategic Plan (Headings)
The outline below is an example and should be modified to fit your company. The primary headings are
good ways to organize your work into logical sections (e.g., internal analysis, external analysis, etc.). In
sum, all matrices may not be appropriate for your company. It is wise to consult your instructor when
selecting the appropriate matrix.
Cover Page
Index
Executive Overview
Introduction of the Company
Description of the firm
Company history
Vision and mission statement
Strategic elements of the history
Overall assessment
External Assessment
EFE and CPM
Analysis of competitive position, opportunities, and threats
Internal Assessment
Financial ratio analysis
IFE
Analysis of internal capabilities and implications for your strategic decisions to follow
Current strategy, be sure to discuss current use of technology
Possible alternatives
SWOT matrix
BCG matrix
Space or other matrices
Description of core values you would use to create the desired culture
Evaluation of current organizational structure
Recommendation changes (if needed) to the structure, processes, rewards or technology
Strategic Analysis, Choices, Impact, and Measurement
Product-positioning map
Evaluation of strategies and objectives to achieve most favorable market position
Description of how you would implement your strategies
Milestones (steps for each major initiative with their timelines
Specific results you want to achieve including market, financial, and product or service goals, and
how and when they will be measured
Financial projection (minimum three years)
Presentation with audio
