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Session Summary
Session 11 Part I
Farisha Joy C. OblegoFebruary 10, 2011
www.farishajoyoblego.blogspot.com
We attended the forum on:Got Strategy? Compete Different: A
Business Forum on Strategic Management
Speaker Guest: Mr. Perry L. Fagan
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Background
Mr. Perry L. Fagan: Founder of Get Strategy Had his MBA degree at Harvard
University’s Graduate of School Business and Administration
Author of several case studies on finance and general management
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Got Strategy? (Get Real. Get Different. Get Strategy)
What do Strategy and Christmas have in common?
Christmas: we do planning and organizing. we do make resolutions but at the end of
the day, these are not fulfilled.Why? Due to lack of commitment and poor
execution just like STRATEGY.
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Top 10 Fatal Misconceptions
1. Striving to be the best2. Strategy is goal setting3. Strategy is innovation4. Being all things to all people5. Strategy is your boss problem6. Strategy is a secret7. Strategy is abstract8. Strategy is academic9. Strategy doesn’t matter, execution does10. Strategy is measurement
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Most of what you know about strategy is wrong.
(The audience were requested to write the company strategy.)
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Universal Structure of Strategy
Objective
• Single goal• Time frame
Scope
• Geographies• Customers• Degree of
vertical integration
Advantage
• Unique selling propositions
• Interlinked activities
Return on Invested Capital (ROIC)
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What is the nature advantage?(examples)
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What is the nature advantage?
JOLLIBEE “Langhap Sarap” – Filipino taste
Unique Selling Proposition: Only Jollibee offers you Filipino taste with
same standard of fast food service excellence you expect from Mcdonalds.
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What is the nature advantage?
COCA COLA
Unique Selling Proposition: Only coke zero gives you zero calories with
the same great coke taste
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What is the nature advantage?
HERMAN MILLER CHAIR
Unique Selling Proposition: Only the herman miller aeron chair gives
you an ergonomic place to sit at work that boosts your productivity while signifying to your colleagues (and your boss) that you have arrived.
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What is the nature advantage?
SINGAPORE AIRLINES
Unique Selling Proposition: Only Singapore Airlines offers business
travellers a flight that is its own reward.
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What is the nature advantage?
CEBU PACIFIC AIRLINES
Unique Selling Proposition: Only Cebu Pacific offers infrequent flyers a
fun flying that is faster and cheaper that taking a bus or ferry.
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What is the nature advantage?
WESTERN UNION
Unique Selling Proposition: Why hassle with bank acct when only
Western Union gives you the most locations worldwide for instant point-to-point money transfer as you can care for your loved ones as if you never left.
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What is the nature advantage?
Unique Selling Proposition: Follow your leaders. Lead your own tribe.
Only on twitter.
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What is the nature advantage?
VIKTOR
Unique Selling Proposition: A good pair of Viktor can get you laid.
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What is the nature advantage?
RESORT (AMANPULO)
Unique Selling Proposition: In the Philippines, only Amanpulo treats you
like a true VIP.
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Strategy
Strategy is the integrated set of choices an enterprise makes to create a unique and valuable position in market space.
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Unique Positioning
Unique positioning means performing different activities from rivals or performing similar activities in diff ways.
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Execution Gap
Managers who complain of an “execution gap” are confusing strategy with goal setting. Typically, “strategic planning” fails precisely because strategy is defined as a set of goals or objectives, not as the real activities that define a positioning in a market place.
Moreover, managers set goals without the ability to think and plan strategically. In fact, thinking is found rarely un organizations and even when present often lacks any consistency.
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Being different vs being the “best”
Strategy is about being different in ways that matter for target customers.
Being the “best” means competing on the same dimensions as competitors for the same customers. It is incompatible with good strategy. Rather, the appropriate question is best for whom?
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Reference:
Powerpoint presentation of the guest speaker.
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Session Summary
Session 11 Part I
Farisha Joy C. OblegoFebruary 10, 2011
www.farishajoyoblego.blogspot.com