Sm Group Presentation 281115 Rev 2
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Transcript of Sm Group Presentation 281115 Rev 2
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Strategic
ManagementChapter 9
CooperativeStrategy
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Presented by
6 MDB
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The Team
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Team Member ID
Khadijah Syarina MR131139
Lee Yan She, Charlene MR131152
Dr. Sudeah MR 131151Dr. !u"aneh#aran MR 1311$9
%irmalarubini!raba&aran
M'S 1$1(3$
Suria)umaran
*anaan
M'S 1$1(53
The Team
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Content1. Denition Cooperative Strategies!. Three Ma"or Types o# Strategic $%%iances
&. B'siness()eve% Cooperative Strategies
*. Corporate()eve% Cooperative Strategies+. The ,mportance o# Cross(Border Strategic
$%%iances as an ,nternationa% CooperativeStrategy
6. Cooperative Strategies- is/s
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cooperative
strategies ande0p%ain hy
rms 'secooperativestrategies
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Cooperative
StrategyStrategy inhich rms
or/ together
to achieve asharedob"ective
They competeg%oba%%y b't
may cooperate%oca%%y
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y 3irms 'se Cooperative Strategy
In+eneri"alry
Dii-ul+ +main+ainmar)e+/#er
C/era+i"e +ra+e&y
-an redu-emar)e+/#er+hru&hbe++ernrm 0
-m/e+i+in
Mu+ual0rbearan-e
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y 3irms 'se Cooperative Strategy
'aed nreur-e
baed "ie#
T-m/e+e,4rm needreur-e
'u+ +heydn+ ha"er may be0und in+her4rm
Cm/lemen+ary
reur-e
6ld $3.37 in %ianS+rn& in 8ur/e
6ld 157 in Renaul+S+rn& in ia
Same C8: ; Carl *hn
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y 3irms 'se Cooperative Strategy
S5'eeed in the midd%e7cooperate to estab%ishedeconomies o# sca%e
To create va%'e #or a c'stomerthat it %i/e%y co'%d not createnot itse%#
To create competitiveadvantage
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Dene anddisc'ss thethree ma"or
types o#
strategica%%iances
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Strategic $%%iances
,nvo%ves the e0change and
sharing o# reso'rces andcapabi%ities to co(deve%op ordistrib'te goods and services.
e5'ires cooperative behavior#rom a%% partners
$ primary type o# cooperative strategy inhich rms combine some o# their reso'rcesand capabi%ities to
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Strategic $%%iances Behavio'rs
80amp%eo#
cooperative behavior/non tocontrib'teto a%%iance
s'ccess
$ctive%yso%ving
prob%ems
Beingtr'stort
hy
Consistentp'rs'ingays tocombinepartnersreso'rces
andcapabi%itie
s to createva%'e.
Co%%aborative
:re%ationa%;
advantage
$competitiv
eadvantagedeve%opedthro'gh acooperativ
e strategy.
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Ma"or Types ent're
To or more rms create a %ega%%y independent company by sharing some o# theirreso'rces and capabi%ities.
85'ity strategic a%%iance
Partners ho on di?erent percentages o# e5'ity in a separate company they have#ormed.
@one5'ity strategic a%%ianceTo or more rms deve%op a contract'a% re%ationship to share some o# their 'ni5'ereso'rces and capabi%ities.
)icensing agreements
Distrib'tion agreements
S'pp%y contracts
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easons #or strategic a%%iances by mar/et typeMar)e+ Rean
Sl#Cy-le A ain access to a restricted mar/etA 8stab%ish a #ranchise in a ne mar/etA Maintain mar/et stabi%ity :e.g.7 estab%ishingstandards;
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@ame the
b'siness(%eve%cooperative
strategies anddescribe their'se 4
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'uineLe"elC/era+i"e S+ra+e&ie
>ertica% orionta%
Comp%ementaryStrategic $%%iances
Competition esponseStrategy
Encertainty ed'cingStrategy
Competition ed'cing
Strategy
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Cm/e+i+in Re/nellian-e
?hen4
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@n-er+ain+yRedu-in&
S+ra+e&yre ued +
hed&e a&ain+ri) and
un-er+ain+y.
Thee allian-eare m+
n+i-ed in 0a+-y-le mar)e+.
n allian-emay be
0rmed +redu-e +heun-er+ain+y
a-ia+ed#i+h
de"el/in&ne# /rdu-+
r +e-hnl&y+andard.
Ex: DaimlerAG of
Germany &Tesla
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Cm/e+i+inRedu-in& S+ra+e&y
!ur/e to avoiddestr'ctiveFe0cessiv
e competition
8A/li-i+ -lluinhen rms direct%y
negotiate prod'ctiono'tp't and pricing
agreements in orderto red'ce
competition :i%%ega%;.
Ta-i+ -lluinhen rms in an
ind'stry indirect%ycoordinate theirprod'ction and
pricing decisions byobserving other
rmGs actions andresponses.
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@ame the
b'siness(%eve%cooperative
strategies anddescribe their'se
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Corporate-Level Cooperative Strategy
Corporate(%eve% Strategies
e%p the rm diversi#y in terms o# Prod'cts o?ered to the mar/et The mar/ets it serves
e5'ire #eer reso'rce commitments. Permit greater He0ibi%ity in terms o# e?orts
to diversi#y partnersG operations.
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Diversifying Strategic Alliances
Di"eri0yin&S+ra+e&i- llian-e
$%%os a rm to e0pand into neprod'ct or mar/et areas itho'tcomp%eting a merger or anac5'isition.
Provides some o# the potentia%synergistic benets o# a merger orac5'isition7 b't ith %ess ris/ andgreater %eve%s o# He0ibi%ity.
Permits a test o# hether a#'t're merger beteen thepartners o'%d benet both
parties.
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Synergistic Strategic Alliances
Creates "oint economies o#scope beteen to ormore rms.
Creates synergy across
m'%tip%e #'nctions orm'%tip%e b'sinessesbeteen partner rms.
Di"eri0yin&S+ra+e&i- llian-e
Syner&i+i-
S+ra+e&i- llian-e
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Franchising
Spreads ris/s and 'ses reso'rces7capabi%ities7 and competenciesitho't merging or ac5'iring anotherrm.
$ contract'a% re%ationship :#ranchise;is deve%oped beteen to parties7 the#ranchisee and the #ranchisor.
$n a%ternative to p'rs'ing groththro'gh mergers and ac5'isitions.
Di"eri0yin&S+ra+e&i- llian-e
Syner&i+i-
S+ra+e&i- llian-e
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Disc'ss the 'se
o# corporate(%eve%cooperativestrategies in
diversied rms
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INTERNATIONAL COOPERATIVE STRATEGY
Cross(border Strategic $%%iance
In+erna+inal-/era+i"e
+ra+e&y
#hi-h 4rm#i+h
headBuar+erin dieren+
na+in-mbine me
0 +heirreur-e and-a/abili+ie +
-rea+e a-m/e+i+i"ead"an+a&e
Theeallian-e areme+ime
0rmedin+ead 0
mer&er and
a-Buii+in,#hi-h -an be
ri)ier
Crbrderallian-e -anbe -m/leAand hard +
mana&e
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I%T8R%TI:%L C::!8RTI=8STRT8*Y
?hy 0rm -rbrder +ra+e&i-allian-e$ rm may #orm cross(borderstrategic a%%iances to %everagecore competencies that are the
#o'ndation o# its domestic s'ccessto e0pand into internationa%
mar/ets.
M'%tinationa% corporationso'tper#orm rms that operate on%y
domestica%%y.
D'e to %imited domestic grothopport'nities7 rms %oo/ o'tsidetheir nationa% borders to e0pand
b'siness.
Some #oreign government po%iciesre5'ire investing rms to partner
ith a %oca% rm to enter theirmar/ets
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80p%aincooperative
strategies- ris/s
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Competitive is/s o# CooperativeStrategies
Partners mayact
opport'nistica%%y.
Partners maymisrepresentcompetencies
bro'ght tothe
partnership.
Partners #ai%to ma/e
committedreso'rcesand
capabi%itiesavai%ab%e to
otherpartners.
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Competitive is/s o# CooperativeStrategies
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Describe toapproaches
'sed to managecooperativestrategies
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Managing Cooperative Strategies
Toprimary
approaches
Costminimiati
on
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Managing CooperativeStrategies
CostMinimiation
Management
$pproach
ave#orma%
contractsith
partners.
Speci#yhostrategy is
to bemonitored
.
Speci#y
hopartner
behavio'ris to be
contro%%ed.
Set goa%sthat
minimiecosts andto preventopport'ni
sticbehavio'r
bypartners.
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Managing Cooperative
Strategies
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Than/ Jo'