Global Business #2 April 16, 2012

Dept of Technology Management for Innovation (TMI), Graduate School of Engineering

Professor Kazuyuki Motohashi 工学系研究科 技術経営戦略学専攻教授

元橋一之 http://www.mo.t.u-tokyo.ac.jp

Today’s class

• What is business strategy? • What is global business strategy（CAGE） • AAA framework

Business Strategy

• Mid or long term direction of business to achieve sustainable economic returns (corporate value) – Strategy: military terms, back to Sun’s “The Art of

War” – MOST

• Mission: like “Sony is pioneer”, • Objective: More concrete goal of business, corporate • Strategy： Short description of how to achieve goals • Tactics： Business unit level activities (often not documented)

• know your enemy, know thyself, and you shall not fear a hundred battles – External competition and internal competitiveness – 3C of corporate management ：Competitor, Customer,

Company

Business Strategy Analysis: SWOT

Positioning School (by M. Porter): External competition focus RBV(Resource Based View) School: Internal competitiveness focus V(Value), R(Rarity), I(Imitability), O(Organization)

Strategic Planning

Execution

Communication

Selection

Strategic Options

Evaluation

Articulation of Strategic Goal Ex. creating new customer value

Conducting logic tests (3C, SWOT analysis)

Needs change? ex. low cost strategy?

Pitfall: picking up bits and pieces

China: Factory or Market?

Why global strategy is different? (CAGE)

• Cultural Distance: language, customs, religion, cultures etc.

• Administrative Distance: regional integration administration (FTAs), currency, common suzerain state, political dispute

• Geographic Distance： physical distance, time zone, • Economic Distance： per capital GDP, wages, living

costs

Value Creation by combining Adaptation, Aggregation, Arbitrage

India vs China from US viewpoint

Ghemawat(2007)

AAA: How to manage “distance”?

Adaptation：Customization of product or services to local market: McDonald’s vegi-burger in India, soundless and compact fridge in China (by Panasonic)…

Aggregation：Globally (or regionally) standardized product and services: Toyota’s pickup tracks for SE Asia, Apple i-phone…

Arbitrage：Making profit out of distance：Infosys, UNIQLO….

AAA Triangle by P. Ghemawat

Shift of global strategies

Ghemawat(2007)

Global Strategy Making

• Factory or Market?: Supply side story or demand side story or both? – Arbitration is not only for manufacturing

process but for various kinds of activities called off-shoring

• Aggregation or Adaptation: – Marketing concept: market segmentation and

targeting (or global market?)

Value Chain by M.E. Porter

Value Chain and Global Strategy

Local for local Off-shore R&D

HQ for local HQ for global

AAA and value chain Arbitrage

Production Off shore site

Aggregation for global customer Adaptation for local customer

Mother factory

Sales, services for local customers

R&D

HR, marketing and technology strategy, procurement

Customer type and global strategy

B2C B2B B2G2C

Goods Automobile TVs,

cosmetics

Parts Ind. Robots

Steel

Services Financial Retail

HR service BPO

Package (system

integrator)

IT System integrator

Subway, Water

Basically, adaptation to the customer Some arbitrage, but some not

TBD

Case material: China and India

• India: factory or market? Please provide at least one example in each Quadrant of factory or market matrix.

• Pick up one industry of your favorite. Discuss attractiveness in India over China by CAGE framework.

• Then develop your global strategy plan based on AAA framework (which “A” should you put your focus on?)