Capstone Project
Learning Objective: The objective of this course is to enable the student to integrate the material from the core business courses as well as the students concentration courses to apply this knowledge to real world situations. Upon completing this course, the student should be able to analyze strategic challenges in the work environment and provide alternatives for resolving them.
The purpose of this activity is to enable you not only to extend and apply strategic analysis to a situation in the real world but also to enhance your competencies in written communication, oral communication, critical thinking, critical reading, quantitative reasoning, and information literacy.
In the development of the case analysis, the strategic management analysis and the report it is expected that students will utilize the skills that they have developed in accounting, finance, marketing, management or sport management to provide insights, analyze strategic challenges and provide alternatives of action to resolve the challenges.
When posted, please see separate outline for Guidance, Student Learning Outcomes, and Rubrics for the Capstone Project. All Capstone submissions will be required to demonstrate the SLOs.
General Outline for Capstone Project
Final Case Analysis Requirement
As you know from the Harvard-like cases analyzed in this course, Strategic Management is a process on the part of the firm:
Strategic Management Process-is the full set of commitments, decisions and actions required for the firm to achieve strategic competitiveness and earn above average returns.
The current business landscape is littered with firms that have failed to remain competitive over time. Eastman Kodak, American Airlines, Circuit City, A&P Supermarkets are among the many companies which have incurred consequences due to failures in the strategic management category.
NOTE: SLOs require that what you have learned in your Accounting, Finance, Economics, International Business, Marketing, and Management Courses be evidenced in crafting your analysis and recommendations.
The Strategic Management Process requires the use of the steps listed below.
1. General External Environment – Scan the overall environment in which the firm exists. Situational analysis- focus on the trends in the six areas- you are scanning these external areas- to be able to predict the segments that you expect to have the most significant influence on your focal firm- -over the next several years- three to five years- (see chapter two of your text for details)
a. Technological trends
b. Demographic trends
c. Economic trends
d. Political-legal trends
e. Sociocultural trends
f. Global trends
2. Industry analysis- see Porters Five Force model. You must use Porters five factors to evaluate your firms position in the industry.
In addition address the following questions:
What are the dominant economic & marketing features of the industry?
Growth rate, scale required, resource requirements
Distribution channels and who has them
Differentiated or commodity
What are the drivers of change in the industry?
Level of innovation required
Level of technology required speed of change
Changes in cost and efficiency
3. Competitor analysis-analysis of the primary competitors current strategies-intent- mission-capabilities.
What are the key success factors needed to compete future KSF
Three questions to ask regarding KSF:
1. On what basis do customers choose?
2. What resources and capabilities are needed to compete?
3. What core competencies are needed to have a sustainable competitive advantage?
Primary competitors goals and strategy Strategic Competitive Analysis
What is the depth and breadth of competitors product line?
What is their basic strategic approach what will they try next
Are there any emerging competitors
4. Internal analysis- the assessment of the firms strengths and weaknesses through a value chain. Doing a value chain analysis is very important to the Strategic Management Analysis.
Finding and understanding Resources; Capabilities; and Core Competencies is part 2 of the internal analysis.
For the purpose of preparing a written presentation- it is important to note that strengths are internal resources and capabilities that have the potential to be core competencies.
Weakness is the internal resources and capabilities that have the potential to place a firm at a competitive disadvantage with its rivals.
When evaluating the internal characteristics of the firm, your analysis of the functional activities emphasized is critical; for example, if the strategy of the firm is primarily technology driven, then you have to evaluate the firms research and development. If the strategy is market driven, you have to look at the marketing activities.
5. Identification of Environmental opportunities and threats and firms strengths and weaknesses
– What we know as a SWOT analysis.
The outcome of the situation analysis is the identification of firms strengths and weaknesses and its environmental threats and opportunities.
The key objective of conducting a SWOT analysis is to determine how to position the firm so it can take advantage of opportunities while avoiding or minimizing environmental threats.
6. Strategy Formulation-Strategic Alternatives- (Three or four alternative strategies are the norm). This may well be one of the most important parts of this process. Alternatives are courses of action that you suggest for the firm for the future. Each Alternative that you develop for the firm must show the potential advantages and disadvantages of that alternative
7. Strategic alternative implementation action items and action plan
Issues that you might consider are structural changes necessary to implement the new strategy- leadership changes-new controls or incentives, etc. In this part of the analysis you will show which alternative from (6) your work above that you are recommending for this firm.
You must also show an implementation plan for affecting the recommendations that you have decided upon.
Student Learning Outcome for the Capstone Project.
These are the business topics you are expected to show you have learned in your other course work in the School of Business. I have included examples of topics could include in your capstone to show what you have learned in your college experience.
The lists are long and it is not expected you would cover all that I have listed.
MGMT460 Capstone Project
Student Learning Outcomes:
1. Demonstrate knowledge of key concepts in accounting, economics, finance, management, marketing, and international business.
2. Assess the legal, economic, and social aspects of a business decision
3. Evaluate the effects of globalization on the business environment
4. Demonstrate knowledge of fundamental principles and key concepts in management
5. Assess the legal, economic, and social aspects of a strategic management decision.
Key concepts by topic:
Marketing:
The 4 Ps Product-Price-Place-Promotion
What does your brand consist of in relation to the 4Ps?
Are you utilizing AIDA effectively?
How do consumers behavior in your industry?
What is your product and who are your customers?
How does your product solve a customers problem?
Accounting/Finance:
Is revenue up or down what is the trend for your company; for your industry?
Are costs up or down what is the trend for your company; for your industry?
Is net income (profits) up or down what is the trend for you company; for your industry?
How does the Balance Sheet look? Old assets? Too many liabilities? Interest rates?
Ratios what ratios are relevant and tell us something useful?
International Business:
What are global situations impact on business?
Are there Treaties and Free Trade Agreements that affect your business?
What is the state of the economy in your target countries or regions?
Management:
Planning Organizing Staffing Directing Monitor & Control
How does management lead, motivate, communicate, and utilize teams?
Is there product and process innovation to help grow the company?
Economics:
What are the trends of Inflation – Unemployment Growth Interest Rates in the US and the World?
How does supply & demand affect your company?
Any Government actions which affect your firms performance?
Availability and cost of resources?
Supply Chain:
Does it create a competitive advantage?
How is technology used to make the chain effective and efficient?
Are there global events which can interrupt your supply chain?
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