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Mgmt 499:  Cases in Strategic Management

Individual Case Assignment – Due 11:30pm, Sunday, August 8

Case 7:  Coach Inc. in 2012:  Its Strategy in the ‘Accessible’ Luxury Goods Market  (C-73 through C-83).

 

This assignment is an individualassignment, worth 15 out of the 100 pointsfor the semester.  Present your analysis from the point of view of a consultant hired to advise the Chairman of the Board. Thus, your audience is familiar with all the facts of the case; do not waste time restating case data. Your objective is to analyze, interpret, draw conclusions, make recommendations and projections that are unique and must be explained and justified.

The following guidelines should help you in writing this case study

  • The time period is the one covered by the case as reported in the textbook. No outside research is allowed.  if you quote something, put it in quotes, and list the page number after the quote.
  • Make use of concepts and theories from the text and class discussions. You need not cite the text directly nor should you explain/develop the concepts or theories. Please assume that I have knowledge and understanding of management theories. Simply make the logical connections between the concept or theory and the case issue to which it applies.
  • The case must be typed, 11 or 12-pt. font, double-spaced, with one-inch margins.  It will probably be six to ten pages in length (excluding appendices), but it can be shorter or longer if you wish.  No cover page is needed. Use section headers in your report – the section header for each section is italicized in the list below.   
  • Your report should be well organized, succinct, and well written. The report should read as a unified piece of work and flow smoothly. Number pages consecutively from beginning of document to the end.
  • PROOFREAD! In addition to content, grammar, spelling, and style are important! I will take off points for not following these guidelines and for submitting sloppy reports.
  • See my note about plagiarism at the end of this document.

 

Note about appendices:I have listed the five appendices you must include.  Remember to be as complete as you can in your appendices, so that when you discuss a few of the items in your text, you can be confident that they are the key items to mention.  I suggest you create the appendices first, even though they appear last in your report.  They are intended to give you data to justify your conclusions in the text of the report.  I will give you general feedback on two of your appendices (your choice of which two) if submitted to the DropBox for this purpose by April 16.  I will return comments by April 19, so that you can make updates before submitting your full paper on April 26.

 

For each item below, I use the following rubric in my scoring:

Weak (.5-.6):

Major topic is present, but major items are omitted, presented without justification, or inaccurately described.

Acceptable (.7 - .8) 

Every sub-topic is present,

Course concepts used accurately, Justification of conclusions obviously based on data, analysis

Strong (.9 – 1): 

Every sub-topic is covered thoroughly yet concisely.

Conclusions are specific, with details and examples used to illustrate the concepts.

 

 

Each of the following items is worth one or two points for a total of 15 for the analysis:

 

The following are the requirements for the text portion of the report:

Introduction.( 1 point) Introduce the case in one or two paragraphs describing the market(s) that Coach competes in, a summary of the key attributes of their products, and a general description of how well they are performing.  Keep this brief, since your report is to the Chairman of the Board of Directors, and they know the details.

External Analysis. (1 point)  Describe the most important opportunities and threats from the Macro-Environment analysis.  Also, What competitive forces seem to have the greatest effect on industry attractiveness (from your Five forces analysis).  Is the pace of rivalry quickening and becoming more intense?  Why or why not?

Internal Analysis. ( 1 point)  Describe strengths and/or issues you found in the Financial Analysis.   Describe the most critical strengths and weaknesses you found in your value chain analysis (No more than 4 of each, you can use core competencies if you did not find any distinctive competencies).  Are any of them sustainable?

State and justify which Business Level Strategy( 1 point) that is used by Coach.  Use the capabilities and activities in the value chain analysis as evidence for your conclusion by describing the ways those competencies and resources increase value (in the eyes of the customer) or how they help reduce costs.

Issue Statement. ( 1 point) Identify an issue that needs to be resolved. Provide details and evidence based on specific factors based on the weaknesses, opportunities, and threats identified above. (An example would be “Need to cut costs”.)  Identify multiple general approaches for solving the problem.  (An example would be “Reduce overhead costs” or “reduce manufacturing costs”.)

Possible Solutions. ( 2 points) Propose two possible specific solutions that are related to and address the problem and at least one of approaches listed above.  Evaluate each solution thoroughly with well-reasoned logic, considering the feasibility and the impact of the solution.  When considering the impact, be sure to include risks and benefits to at least one external stakeholder, and one internal stakeholder. (An example of one solution would be “reduce layers of management”, which is related to the first approach, “reduce overhead costs.”  An example of another solution would be “implement JIT inventory control,” which is related to “reduce manufacturing costs.”)

Recommended Solution ( 1 point)Select one of your proposed solutions and describe an action plan to accomplish the recommendation:  State a measurable goal – what results would need to be reviewed to determine if additional changes were needed, and include at least 5 steps they need to take to accomplish the recommendation.

Proper Format: ( 1point)Provide a Title Sheet with your name, include a table of contents and page numbers for the report.  Deductions will be taken for typos, word usage, grammar, or incomplete sentences where it is deemed necessary.

Appendices:

Macro Environment Analysis ( 1 point, use the template in the DropBox)

Five Forces Analysis  ( 1 point, use the template in the DropBox)

Financial Analysis ( 1 point, Include the ratios and/or values listed in the template in the Dropbox):

Value Chain Analysis ( 1 point, use the template in the DropBox)

SWOT Analysis ( 2 points, Use the template in the DropBox)

 

Deductions will be taken for typos, word usage, grammar, or incomplete sentences.

 

 


Plagiarism:

I take plagiarism very seriously and routinely use plagiarism software as a precaution for major assignments where many people are writing about similar topics or with respect to course materials that may be available online.  As stated in the student handbook, "In simple terms, plagiarism is using another person's words or ideas and presenting them as your own, without acknowledging the original source. This is a serious academic offense. Academic sanctions can include receiving a failing grade for an assignment or an entire course."  In this class, you risk failing (getting a 0) on the paper, but not failing the course (unless a 0 on the paper makes you fail). 

I submit all papers to turnitin.com and then view each originality report to see if there is any obvious copying of materials or minimal changing of words from someone else's work.  Remember to put quotes around anything that is directly copied from the case (and put the page number in parentheses after the quote).  No external data gathering is required or allowed. 

Sometimes people inadvertently plagiarize, so I am giving you the option of seeing what I will see with respect to your paper.  If you wish to view your own originality report before you submit your paper to the DropBox, you need to create a student account in turnitin.com.  Here is the link to the directions to do so.  

http://turnitin.com/en_us/training/student-training/creating-a-new-user-profile

You will need two pieces of information:  The class id:  7355568 and the enrollment password:  20132014.  Once you have created a profile and log in, you will see the folder that is set up for you to submit your paper and view your Originality Report. 

I much prefer taking actions to reduce or eliminate plagiarism, as well as inform others about what constitutes plagiarism than deal with an incident after it happens.

 

 

 

 

SWOT Analysis

 

Strengths

Weaknesses

 

(From the Value Chain Analysis)

 

Sustainable Distinctive Competencies:

 

Distinctive Competencies:

 

Core Competencies / Resources:

 

Other competencies or resources (if needed to get 5 strengths):

 

 

 

 

 

 

(From the Value Chain Analysis)

External Opportunities

External Threats

 

(From Macro-environment and Porter’s 5

Forces)

 

 

 

 

 

 

 

(From Macro-environment and Porter’s 5 Forces)

 

 

 

 

 

 

 

 

 

Instructions (remove these instructions in your final document):  State all of these as full sentences (not just a phrase).  Pick only the top 5 or 6 for each box, and place in priority order – the most important item should be listed first.  You may not need all the categories in the Strengths box – in other words, if you have enough (5 or 6) distinctive competencies and core competencies, you do not need to list other competencies and / or resources.

 

When describing the external opportunities and external threats, be sure to identify both the opportunity or threat, as well as the trend (or industry force) that is creating that opportunity or threat.

 

Examples:  Due to the increasing strength of the economies in those countries, Company X could expand into developing countries such as Brazil, India and China.

 

 

Company Y is threatened by the consolidation of the industry because this will increase rivalry due to the likelihood of price wars.

 

Value Chain Analysis                                                          

Fill out the following chart, and then provide a summary as described below the chart.

 

  (list resources and capabilities below):

P. 99 Gives a good description of types of activities in each area.

Put the appropriate letters in the columns that apply for that capability.

Decreasing Costs:

(Efficiency (E), Innovation (I)

Increasing Value to the customer (p. 105): 

Quality (Q), Customer Responsiveness (CR), or Innovativeness ( I)

Criteria for Sustainable Competitive Advantage

(see pp 90-91 for explanation) Valuable (V), Rare (R), Inimitable (I), Non-Substitutable (NS)

Strengths in Primary Activities

(list resources and capabilities below):

 

 

 

Supply Chain Management:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Operations:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Distribution:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sales and Marketing:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Customer Service (after sales service):

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Strengths in Support Activities

Decreasing Costs:

(Efficiency (E), Innovation (I)

Increasing Value to the customer (p. 105): 

Quality (Q), Customer Responsiveness (CR), or Innovativeness ( I)

Criteria for Sustainable Competitive Advantage

(see pp 90-91 for explanation) Valuable (V), Rare (R), Inimitable (I), Non-Substitutable (NS)

Product R&D, Technology, and Systems Development:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Human Resources Management:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

General Administration:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Weaknesses

Decreases Value?

Increases Costs? (list one)

Primary Activities

 

Supply Chain Management:

 

Operations:

 

Distribution:

 

Sales and Marketing:

 

Customer Service

 

Support Activities

 

Product R&D, Technology, and Systems Development:

 

Human Resources Management

 

General Administration

 

 

 

Summary, including:

  • Describe conclusions that you can draw – do they have a distinctive competency? 
  • Also, are there any Distinctive Competencies that are due to their integration across multiple areas of the value chain?  In other words, capabilities that are not by themselves distinctive competencies, but become distinctive competencies (capabilities and activities that they do better than any of their competitors, as far as you know) due to their integration across the value chain?
  • Discuss sustainability – anything fit all 4 criteria?
  • Any areas they could develop into a distinctive competency? 
  • Which is stronger – their strengths, or their weaknesses?

 

 

 

Macro Environment Analysis

 

Industry definition:  

 

 

Description of the trend   (what is actually increasing or decreasing)

Pos. or Neg. Effect

Description of how this trend might affect average industry profitability 

Economic Conditions:

 

 

1.

 

 

2.

 

 

Etc.

 

 

Sociocultural and Demographic Forces:

 

 

1.

 

 

2.

 

 

Etc.

 

 

Technological Forces:

 

 

1.

 

 

2.

 

 

Etc.

 

 

Legal / Regulatory Factors:

 

 

1.

 

 

2.

 

 

Etc.

 

 

Environmental Forces:

 

 

1.

 

 

2.

 

 

Etc.

 

 

Political Factors:

 

 

1.

 

 

2.

 

 

Etc.

 

 

 

 

Summary paragraph describing what you think the most influential trends are, and why they will potentially have a significant impact on the industry you are analyzing.

 

 

 

Selected Financial Ratios for Coach Inc., 2007-2011

 

Data can be calculated from case Exhibits 1 and 2.  For formulas to use in the calculations, see pp 83-86 in Chapter 4 of the text.  These pages also tell you how to interpret the data.

 

 

 

2011

2010

2009

2008

2007

Margin Analysis

 

Gross profit margin

 

 

 

 

 

Operating profit margin

 

 

 

 

 

Net profit margin

 

 

 

 

 

Profitability ratios

 

Return on Assets

 

 

 

Return on Equity

 

 

 

Liquidity Ratio

 

Current

Ratio

 

 

 

Working Capital

 

 

 

Leverage

 

Long Term Debt to Assets

 

 

 

 

Long Term Debt to Equity

 

 

 

 

Activity Ratios

 

Inventory turnover

 

 

 

Days Inventory

 

 

 

 

Average collection period

 

 

 

 

 

Include a summary of trends over time – How is Coach doing?  Are there significant changes over various years, or against standard benchmarks (see pp. 84 and 85 for what constitutes a “good” value for most of these).   

 

 

 

 

 

 

 

 

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