Online MBA

Course content and structure

This introductory video explains the Modern Theory of Business Strategy and The Three Layers of Strategic Analysis and in so doing it sets out the content and structure of this bite-sized MBA course.

How to use an industry analysis to develop strategy

This video will provide you with a guide to identifying the critical factors for success within your industry. Having watched this video complete Worksheet 1 (below). Ideally working with colleagues so that you can start to develop your strategies collaboratively.

Case Study 1

We apply the principles looked at in Video 2.1 to a case study. This explains how South West Airlines has used its internal assets to overcome its industry forces and thereby become the most profitable short haul airline in the world. This helps us to start thinking about how we can identify the key assets within a business.

The Strategy Canvas - Step 2

Our next step is to draw a strategy Canvas (Step 2). This helps us to graphically represent the customer needs that the business seeks to prioritize. We look at several examples of how to draw a strategy canvas. Having watched this video draw a Strategy Canvas for your business by completing Exercise 1 on Worksheet 2 (set out below).

Strategy Selection - Step 3

Now we are ready to select the best strategies for a business from the predefined lists. It is important that the strategies that we select are consistent with the Strategy Canvas. Having watch this video, select the best strategies for your business from the predefined lists of strategies at Exercise 2 Worksheet 2. Strategy Selection is Step 3.

Case Study 2

To consolidate the learning we apply all the principles looked at so far on the course to a case study (IKEA). We see that any strategy must be based upon an internal layer properly equipped to execute that strategy otherwise it is nothing more than a marketing slogan or trick shot which is indefensible against the competition and transparent to the customers

Key Asset Maps and Functional Strategies - Step 4

In this video we see that identifying Key Assets and determining how to put them in place (referred to as Functional Strategies) both form part of Step 4. Print out and complete Exercise 3 Worksheet 3 (below). This will help you to identify the Key Assets that need to be in place in your business and consider how to go about getting them there.

Further examples of the Future 5 Forces Model

We consider a range of additional examples of the application of the Future Five Forces Model. For example how to properly interpret changes in technologies, regulation and economic conditions (where we look at the 3 rules of recessions).

The Future Brand Identity Model - Step 5 (Part 2)

In addition to considering how changes in the General Layer impact on the industry forces we also need to determine how they can disrupt the brand identity of a business by creating new needs that have not been factored into a business's strategies. This is represented through use of The Future Brand Identity Model (Step 5 - Part 2)

Responding to Change and Building for the Future

The Resource Based View of Change - Step 6

Here we look at how a business can respond to change in a superior manner to the competition by building on top of its unique set of strengths. The is referred to as the Resource Based View of Change (Step 6). This highlights that because no two businesses are alike, no two businesses should respond in the same way to a changes in the General Layer.

Corporate Strategy - The Sweet Spot of Opportunity - Step 7

As well as using our understanding of how to deal with change by building on top of what the business is good at, a business should also use this understanding to identify new markets where it can also succeed based upon its core underlying set of strengths. Identifying where to compete in terms of new products / services and geographical markets is the Corporate Strategy and it is Step 7.