CEMS Business Project 2019 Guidelines and...

CEMS Business Project 2019 Guidelines and Proposals

Business Projects Overview

• CEMS programme requires the realization of a compulsory business project during Term 2

which represents 50% of the workload (15 ECTS);

• At the SGH Warsaw School of Economics projects run from March to end of May;

• Attendance of all the team members at kick-off meeting, mid – term presentation, final

presentation, BP conclusion meeting is mandatory;

• Business Project is a part of the academic term during which students have compulsory

classes. They are not hired by company as employees or interns (internship is a separate part

of the CEMS degree);

• Projects will be conducted in 3-4 person teams;

• Project can be submitted to a confidentiality clause if required by company.

Win-win-win concept

Company

Academic Supervisor

New experiences for research,

teaching and networking

Solving of a real-

world management

problem and

taking advantage

from the project

results

Learning of working

together in

multidisciplinary

and culturally

heterogeneous

groups and get the

opportunity to gain

hands-on business

research experience


Evaluation of Business Projects

• Company Business Project Coordinator(s) and SGH Academic Advisors supervise the

project.

• The scope of work (similar to a half-time job), encounters calendar, intermediate reports,

global timing and other practical details are defined by company (Company Business Project

Coordinators) and SGH Academic Advisors.

• Business Project evaluation is based on:

➢ an oral presentation

➢ a written report (if required by the company).

• Company Business Project Coordinator(s) and Academic Advisors will evaluate the project

on the basis of the written report and oral presentation. SGH Business Project Coordinator

is responsible for grading the project.


CEMS Business Project 2019 Proposals

Company: Hilti (Poland)

1. Business project topic (title):

Digital trends within the construction industry: challenges and opportunities.

2. Business project objectives: Analyse the digital trends in the construction environment, evaluate the readiness of Polish construction market and develop strategic recommendations for Hilti.

3. Business project description (here please define, in what way will students contribute

to the project):

• For 75 years, Hilti has been specializing in providing tools and equipment for the construction industry. Today, we want to move towards even smarter solutions for our customers that expand the offering from tools to services and software. Overarching goal is to have an impact on productivity and safety of our customers’ business.

• The construction industry is rapidly developing towards digitalization and this transformation aims at the optimization of the whole construction process, ranging from design and procurement to production and final installation on jobsite. Therefore, we need to have a strong understanding about the upcoming digital trends within the construction environment so that we can meet the customers’ expectations with Hilti innovative solutions.

• Through desk- & field-research you will get a clear vision of the Hilti business model, its customers, competitive landscape and the concept of digital construction. You will have also the opportunity to exchange with experts from various Hilti departments. Based on the outcomes of the research, you will develop strategic recommendations that enforce Hilti leadership position and support customer engagement.

• Key takeaways of the project for the company should include: - Analysis and evaluation of the digital construction trends. - Identification of the relevant trends for both Hilti and our customers. - Proposals of activities within the focus areas that will generate the

biggest business impact.

• This is a real business case. Your research results and recommendations will be used for implementation.

4. What kind of tools and for what purposes will be used by Students during Business

Project? (e.g. Microsoft Office, internal databases, specific computer programmes etc.):

• Polish Investment Database - Kompas Inwestycji

• Polish Statistical Office Data – stat.gov.pl


• Polish Market Review – PMR

• Other global external sources and reports

• Internal Databases and expert opinions

• Microsoft Office including Microsoft Project

5. Knowledge and skills to be gained by the students during BP: Apart from finding new business solutions, facing real-company challenges, students will develop the following competences:

• Business acumen

• Analytical skills

• Creativity

• Result orientation

• Teamwork

• Project Management

• Presentation skills We ensure regular meetings and feedback.

6. Estimated workload (in hours, the workload of minimum 15 to maximum 20 hours per

student per week) and required students’ availability (work office/remote working):

Total Hours: 15 hours per week. Office Hours: 25%.

7. Business project timeline (please specify the date for kick – off meeting, mid-term presentation and final presentation. Any further changes in dates must be accepted by Students and SGH Academic Advisor):

Kick off meeting at the company – 4-14 March 2019 Mid – term presentation – 15 April 2019 Final Presentation – till end of May 2019

8. Business projects milestones (you may optionally divide the project outcomes into

certain parts and deadlines that have to be met by Students; the Mid – term presentation might be also a milestone):

• To be defined by the Team Members during Kick off meeting.

9. Final results will be in the form of extensive Power Point presentation / extensive Power Point presentation and written report/written report (cross-out unnecessary)

10. Expected number of students / participants: 4-5 students

11. Company (name and address): Hilti (Poland) Sp. z o. o. Puławska 491 02-844 Warsaw


Company: Mastercard Europe – Mastercard Advisors


Youth banking – is it even possible?

2. Business project objectives:

- Development of guidelines facilitating the build-out of an ideal banking value proposition for youth segment with a view to building a strong and profitable long-term relation in a selected Polish bank


to the project): Analysis of all available sources related to banking experience for young people (15-25 y.o.) in order to:

- Understand the youth segment (younger Millennials, Gen Z) at present and in 3-5 years’ time to realise their pain points, needs and aspirations

- Identify mega trends (societal, technological, demographical etc.) determining the development of financial products aimed at young people

- Research global banks and FinTech companies to find the most successful and efficient approach to targeting young people

Providing conclusions recommendations based on the outcome of the analyses - Specifying what Polish/ European/ Global banking institutions do well and what they

could do better to appeal to younger customers based on select case study

4. What kind of tools and for what purposes will be used by Students during Business Project? (e.g. Microsoft Office, internal databases, specific computer programmes etc.):

- Microsoft Office tools - External databases and reports - Mastercard will provide reports from own sources at the beginning of the project

5. Knowledge and skills to be gained by the students during BP: Students will:

• Cover an important topic for banks worldwide, that goes beyond regular banking solutions as financial institutions enter non-banking, innovative ground to answer the needs of the young

• Get to know market research tools and techniques

• Gain knowledge on how to run an end-to-end consulting project


• Learn how to provide client-ready materials and recommendations

• Improve team-working and presentation skills

6. Estimated workload (in hours, the workload of minimum 15 to maximum 20 hours per student per week) and required students’ availability (work office/remote working):

Estimated workload should not exceed 15 hours per student per week and the work could be done remotely. All meetings with coordinators will be held in Mastercard office (Warsaw Spire) If needed, project team could work on Mastercard premises at agreed times, not exceeding 8 hours per week.


Kick off meeting at the company –5th March 2019 Mid – term presentation – 15th April 2019 Final Presentation – 27th May 2019

8. Business projects milestones (you may optionally divide the project outcomes into certain parts and deadlines that have to be met by Students; the Mid – term presentation might be also a milestone):

1. Summary of the first phase of analysis (youth segment analysis and mega trends’ identification) along with the mid-term presentation, until: 15/04/2019

2. Summary of the second phase of analysis (research on global banks and FinTechs), until: 13/05/2019

3. Summary of the recommendations along with the final presentation, until: 27/05/2019

9. Final results will be in the form of extensive Power Point presentation / extensive Power Point presentation and written report/written report (cross-out unnecessary)

10. Expected number of students / participants: Any number of students between 3-5 is acceptable, but the most efficient setup for the project would be max 4 students.

11. Company (name and address): Mastercard Europe Plac Europejski 1 (Warsaw Spire) 00-844 Warszawa


Company: Procter & Gamble - Marketing


Power Oral Care for Consumer 2030 – vision of marketing strategy

2. Business project objectives: Business Case to be developed by 2 groups working together: sales and marketing.

Common sales & marketing part:

• Define Consumer 2030 profile.

• Define Retailers 2030 profile.

• Analyse current Power Oral Care (Oral-B) go to market strategy & develop transformation plan to fit Consumer & Retailers 2030 profile.

Sales part:

• Distribution strategy by channel

• Pricing strategy

• Promotion & visibility strategy Marketing part:

• Category vision

• Competition analysis

• ZMOT, FMOT, SMOT analysis

• Brand communication plan (including all media touchpoints)

3. Business project description (here please define, in what way will students contribute to the project):

This unique business case will consists of 2 phases: Phase 1 – cooperation between two groups (sales and marketing) to work on: Background – current status of market & communication landscape, product portfolio and consumer profile. Based on the background learnings define 2030 vision in all above aspects. Phase 2 – split into two teams to work separately on sales and marketing part. As a result Students should prepare one recommendation for P&G role in Power Oral Care category.


Power BI, Internal database, online & offline store checks with P&G manager, set of workshops at P&G HQ (P&G structure / go to market strategy /retailer/ portfolio / brand


communication and media strategy /consumer insights / shopper profile / shopper psychology), marketing trends analysis by Mediacom, brand equity pyramid analysis.

5. Knowledge and skills to be gained by the students during BP:

o understand sales and marketing role in brand and market strategy execution; o get familiar with business culture and go to market model of the global leader in FMCG

industry; o insight into FMCG industry - market and consumer trends; o shopper psychology influence on business decisions; o analytical skills development - make creative connections based on different sources of

data; o Strategic Selling Model: identify joint value drivers, align objectives, create and sell the

plan. o Consumer behaviour analysis o Presentation skills


student per week) and required students’ availability (work office/remote working): 15 hours per week; Meeting at P&G headquarter, ~2 hours every 3 weeks; Additional time need to be spent on store checks (~10-15 hours).

7. Business project timeline (please specify the date for kick – off meeting, mid-term

presentation and final presentation. Any further changes in dates must be accepted by Students and SGH Academic Advisor):




To be defined after project kick off 9. Final results will be in the form of presentation in front of P&G Lead Team


11. Company (name and address):

Procter and Gamble DS Polska Sp. z o.o. ul. Zabraniecka 20 03-872 Warszawa


Company: Procter & Gamble - Sales


Power Oral Care for Consumer 2030 – vision of sales strategy

2. Business project objectives: Business Case to be developed by 2 groups working together: sales and marketing. Common sales & marketing part:

• Define Consumer 2030 profile.

• Define Retailers 2030 profile.

• Analyse current Power Oral Care (Oral-B) go to market strategy & develop transformation plan to fit Consumer & Retailers 2030 profile.

Sales part:

• Distribution strategy by channel

• Pricing strategy

• Promotion & visibility strategy Marketing part:

• Category vision

• Competition analysis

• ZMOT, FMOT, SMOT analysis

• Brand communication plan (including all media touchpoints)

3. Business project description (here please define, in what way will students contribute to the project):

This unique business case will consists of 2 phases: Phase 1 – cooperation between two groups (sales and marketing) to work on: Background – current status of market & communication landscape, product portfolio and consumer profile. Based on the background learnings define 2030 vision in all above aspects. Phase 2 – split into two teams to work separately on sales and marketing part. As a result Students should prepare one recommendation for P&G role in Power Oral Care category.


Power BI, Internal database, online & offline store checks with P&G manager, set of workshops at P&G HQ (P&G structure / go to market strategy /retailer/ portfolio / brand


communication and media strategy /consumer insights / shopper profile / shopper psychology), marketing trends analysis by Mediacom, brand equity pyramid analysis.


o understand sales and marketing role in brand and market strategy execution; o get familiar with business culture and go to market model of the global leader in FMCG

industry; o insight into FMCG industry - market and consumer trends; o shopper psychology influence on business decisions; o analytical skills development - make creative connections based on different sources of

data; o Strategic Selling Model: identify joint value drivers, align objectives, create and sell the

plan. o Consumer behaviour analysis o Presentation skills


student per week) and required students’ availability (work office/remote working): 15 hours per week; Meeting at P&G headquarter, ~2 hours every 3 weeks; Additional time need to be spent on store checks (~10-15 hours).






To be defined after project kick off

9. Final results will be in the form of presentation in front of P&G Lead Team

10. Expected number of students / participants: 3-4 students, at least 3 Polish speakers for sales part


Procter and Gamble DS Polska Sp. z o.o. ul. Zabraniecka 20 03-872 Warszawa


Company: Santander Bank Polska S.A.


„Santander – the prime Bank for corporate transactions”. Strategy for attracting companies to Santander as their main bank for transactional banking and trade finance.


• Define client segments with the highest business potential and likelihood of switching to Santander

• Analyse businesses’ preferences towards products and customer service

• Propose product characteristics and technological solutions that drive the number of transactions and products per client


to the project): Santander Bank Polska, Transactional Banking Team (Business and Corporate Division) works with 15 000 of corporate customers with generated income on the level of 300m PLN p.a. only on transactional banking products. The project team should prepare background analyses on corporate client expectations towards transactional banking services. As there are many capital restrictions in terms of financing, transactional banking products seems to became one of the leading banking products streams in nearest future. There are questions on which project team should try to find an answer:

• Evolution of customers behaviours (new generation of decision makers) – how to define it, how to understand it?

• How to use current banking potential (product, sales, data, know-how, KPIs, etc) to increase no. of transactions processed by corporate customers?

• Define characteristic parameters that shows most valuable corporate customers and prospects in terms of no. of transactions

• Pricing policy – what is the weight of pricing in relation to no. of transactions processed by customers

If project team has other ideas we are fully open for the discussion about that. Business project will start from the training made by Bank representatives divided into two parts: (1) We will present transactional banking products, our environment, some analytical data

about customers, sectoral benchmarking reports, etc. During this part of training together


with project team we will define the list of questions and knowledge that project team needs to finalize their business project

(2) During second part of training we will answer on questions defined during first part of training.

We will setup regular check-point meetings to monitor status of the project, and discuss the challenges.


Microsoft Office, mainly excel and power point / there is no need to have some specific programming skills.

5. Knowledge and skills to be gained by the students during BP: This is mainly analytical project about big part (fees) of corporate banking market. Project team will:

• Improve analytical skills, verify current knowledge with real business and expectations of the market

• What is the impact of human-behaviours (especially in terms of generation change) into cooperation with banks

• What are the main areas of cooperation between corporates and banks

• Overview on how business intelligence tools could be used by banks to improve income efficiently


student per week) and required students’ availability (work office/remote working): We expect remote working, with workload between 15 and 20 hours per week per student.



Kick off meeting at the company – 4-8 March 2019 Within next two weeks second meeting to answer on all doubts and setup the project

milestones Mid – term presentation – 15 April 2019 Final Presentation – till end of May 2019



Project milestones, and specific dates to be setup within two weeks after kick off.


9. Final results will be in the form of extensive Power Point presentation / extensive Power Point presentation and written report/written report (cross-out unnecessary) We are flexible in this matter. Depends on the expected effects of the analyse. We will agree on the form during the first phase of the project.

10. Expected number of students / participants: 3-4 students.

11. Company (name and address): Santander Bank Polska S.A. Al. Jana Pawła II 17 00-854 Warszawa


Company: Unibail-Rodamco-Westfield


How to leverage more on Advertising in our shopping malls? Focus on strategy and examples.


The main objective of the project is to:

Make a recommendation for a “real-life” case and work on an operational action plan,

Analyse the current advertising trends on the market and in Unibail-Rodamco-Westfield shopping malls and define a strategy for the leading URW shopping centres in Poland, focusing on innovation, income growth and additional benefits,

Understand the mechanisms of the commercial real estate market, including the revenue side of the Retail scheme and marketing strategy.


to the project):

The business project is designed around Unibail-Rodamco-Westfield daily life and challenges. Its output shall provide recommendations to be used by URW to take advantage from Advertising in a dynamic and fast changing marketing environment, with the main focus on increasing income.

We count on you to propose creative ideas and recommendations for URW shopping centers in Poland (Arkadia, Galeria Mokotow, Wroclavia).

4. What kind of tools and for what purposes will be used by Students during Business

Project? (e.g. Microsoft Office, internal databases, specific computer programmes etc.):

No specific tools will be required, except for Microsoft Office (analysis, presentation).

5. Knowledge and skills to be gained by the students during BP Latest knowledge about the commercial real estate market and understanding of Retail sector with inside view of the world leading player.


student per week) and required students’ availability (work office/remote working): Around 15 hours per week. Students should be available for a meeting at company’s headquarters in Warsaw every 3-4 weeks (on average). They will also have the opportunity to use Creativity Room in URW premises (subjected to prior confirmation of availability).





certain parts and deadlines that have to be met by Students; the Mid – term presentation might be also a milestone): Monthly follow up meetings Mid-term Presentation Final Project Presentation in front of the Country Management Team

9. Final results will be in the form of extensive Power Point presentation / extensive

Power Point presentation and written report/written report (cross-out unnecessary)

10. Expected number of students / participants: 3-4 students, including min. 1 Polish speaker


Unibail-Rodamco-Westfield Skylight Office Building Złota 59, Warsaw


Company: zeb.rolfes.schierenbeck.associates

1. Business project topic (title): Future in micro scale – are banks able to understand and satisfy needs of start-ups & micro business – a segment of constantly growing importance


Objective of the project is to familiarize CEMS students with management consulting by giving them first-hand experience in solving a business case with the support of zeb consultants. The project team should prepare in-depth analyses on expectations of start-ups & micro business segment towards banking. On the basis of conducted research, the project team should prepare detailed recommendation on the bank’s business and operating model.


to the project):

• Project part 1: Definition of start-ups & micro business segment’s expectations towards banking at each stage of their life cycle

o Analysis of national and international trends and best practices in micro business and banking, with consideration of digital experience, application of new technologies such as blockchain, AI, smart analytics; omnichannel approach

o Development and validation of hypotheses based on primary (surveys and interviews with micro firms and start-ups) as well as secondary research

• Project part 2: Detailed recommendation on the bank’s business and operating model according to the analysis from part 1 of the project

o Definition and prioritization of strategic initiatives (product/service portfolio, pricing, distribution channels, etc.)

o Quantification of recommended initiatives (business case calculation) o Development of implementation roadmap

Students will be supported by zeb consultants throughout whole project. zeb consultants will conduct training session before each working meeting and share their project experience with students.



Students will mostly use Microsoft Office (Power Point, Excel) for conducting analyses and presenting results. In order to get high quality results, project group should conduct a thorough data research, surveys, work with focus groups and/or make face to face interviews.


The students will be given the opportunity to gain insights into the real business life. Through the project students will develop a set of business skills, mainly: solving a complex business case, conducting market research, presenting in front of “management board”, communication and teamwork skills, analytical thinking, long-term strategy development with execution planning.


student per week) and required students’ availability (work office/remote working): c.a. 20 hours per student per week, work can be conducted at our office in team-working area with the support of zeb consultants or remotely





certain parts and deadlines that have to be met by Students; the Mid – term presentation might be also a milestone): 4. Mid-term presentation, until: 15/04/2019 5. Preliminary recommendations, until: 17/05/2019 6. Final presentation with recommendations and handing in the final report, until:

31/05/2019

9. Final results will be in the form of extensive Power Point presentation (with all attachments required – survey results, Excel calculations, etc.)


11. Company (name and address): zeb.rolfes.schierenbeck.associates ul. Krolewska 18 00-103 Warsaw, Poland

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