Building the Report .

Using the Five Questions

MGMT 6100
Building the Report
The graphic below portrays the building of the final document. Following are the key messages:
The Final Report really starts should be developed from Phase 2 the first draft (Phase 2) is the front end. The
Phase 3 report is a second draft of the front end, plus an alternatives analysis and preliminary recommendation
about strategy. The final (Phase 4) is a reworked version with the detailed implementation added. The key is to
improve the thinking and the argument from Phase 2.
The Research Papers (sometimes called Appendices) should be essentially completed at Phase 2. The only
additions (aside from editing) should be the appendices setting out the financial modeling/projections for
alternatives, detailed implementation information or new research which was completed after Phase 2.
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(A)
Research
Papers
Phase 1
Research
Plan
Topics
Methods
Who &
When
Phase 2 Phase 3 Phase 4
Point Form
Report
Strategic
Assessment
Fi nal Draft
New
Research &
Analysis
Papers
As necessary
Draft
Report
Final
Report
(N)
(A)
Research
Papers
Point
Form
Report
Company
Size-up
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The Purpose of a Strategy Study!
The fundamental purpose of this study is to make recommendations that
fundamentally improve the probable success of the enterprise
This leads to a number of questions to be answered during your study.
What is success for this company? What time periods need to be considered
success in making it through the next couple of years or positioning the
business for longer term success?
What does strategy have to do with success of this type of business?
The soundness of the portfolio of the parts of the business.
The positioning of services along the value chain.
The positioning of different segments of the market place.
Is it about the competitive approach or model the business takes niche,
pricing, cost, relationships?
Is the success about effective execution and diligent management control?
While the research will tend to make groups dissect and de-construct your
thinking into pieces, this study is about bringing it back together at a strategic
level that is synthesis.
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The Purpose of a Strategy Study!
That means:
Independent perspective
Comprehensive assessment of what affects
success (past present and future) for the site
Evaluating its strategy but ..
recommendations may be about goals,
corporate strategy, business or competitive
strategy and operations and tactics
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Use Strategy Tools Properly
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Industry
Competitors
Rivalry among
existing firms
Suppliers
Substitutes
Buyers
Potential
Entrants
Threat of New
Entrants
Bargaining
Power of
Buyers
Bargaining
Power of
Suppliers
Threat of Substitute
Products or Services
Use Strategy Tools Properly
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Industry
Competitors
Rivalry among
existing firms
Suppliers
Substitutes
Buyers
Potential
Entrants
Threat of New
Entrants
Bargaining
Power of
Buyers
Bargaining
Power of
Suppliers
Threat of Substitute
Products or Services
Know how the strategy
model or tool explains the
success of the business
Here is Porters Five
forces
Know how to use it as it
relates (and if..) to your
site and industry
A
ROE
A Inc.
B
So What Why it matters?
#s
Porters five forces explains average industry financial returns are higher in B than A.
This and the value chain and sources of advantage (cost, differentiation and niche
explain why A Inc in industry A has a relatively high ROE
Need to Ask & Answer 5 Questions
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Use of the Five Questions
At each phase, the group should discuss the five fundamental questions.
These questions can help in a number of ways.
Use them as a discussion guide for initial meetings with CEO and company
executives.
Use them as a way of presenting Phase One.
Use them at group meetings to ensure you are spending some time on the story line.
Use as a check-list for reports to make sure you have covered all the elements.
In Phase 1, your answers will be more speculative and thin on evidence and they will be
more about the first 3 questions and less on the last couple. This will change as you
progress with your research and analysis. However, always cover each question. By
answering these questions, you will begin to form hypotheses about the answers.
These hypotheses will guide you to the research, thinking and analysis you need to
do. They will suggest those questions which are critical and those which need more
evidence.
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#1

What is the Business
Describe the business
and the industry
What is companys
strategic positioning in
industry a chart/map?
Whats the biz model
getting customers and
making money or
outcomes?
Different interpretations?
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#2

Is it Successful & Why?
Describe Goals (financial
& non-financial)

Stated

Logical reframing
Success -- how
measured?
Track record
Reasons for success
record?

Source of success

In prosperous industry?

Positioning or
differentiation within?

Execution or core
competency?
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Reframe Goals & Strategic Logic
Stated
Vs.
Intended
Vs.
Actual
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Reframe Goals & Strategic Logic
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#3

Prospects for Future?
What will relevant future
look like?
Shifts in competitive
factors, industry forces,
customers needs,
technology, government,
etc.
SWOT for company &
scenarios
How successful will
company be?
More of same
Act on current plans
Projection of base case
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#4

Strategic Assessment? Issues & Alternatives
Given trends,
prospects and
changing context,
what overall situation
and strategic issues
does company face?
Can meet goals or
need to change?
What choices and
alternatives are worth
exploring?
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#5

What Recommendations
What strategic direction is
best, from available
alternatives and why?
What concrete time bound
actions should the
company take to
implement the strategic
directions?
Why will they make the
company more
successful?
What risks exist and how
addressed?
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The Final Report
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Research
Papers (A)
Phase 4
Report Report
40 to 50 Pages
Assessment
Alternatives
Strategy
Implementation
PowerPoint
Presentation
1200 sec.
(N)
Purpose & Scope
Methods & Sources
Findings & Implication
Detailed Analysis
Building Your Report Two Streams
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Develop Story Line or Argument
Successive Approximation -- Not finished until the end
Right brain
Five Questions over and over again
The Evidence
Left Brain
Finish ASAP Phase 2b
Once done Just Update
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Phase 1 Phase 2 Phase 3 Phase 4
Building Your Report Two Streams
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Phase 1 Phase 2 Phase 3 Phase 4
Think about preparing the final report in two streams one, the story line or plot and, secondly,
the actual physical documentation of the research and analysis.
There are two parallel processes to developing a 601 report as shown on the previous graphic:
Building the Story Line (above the line) is a process of synthesis linking across functions
and pieces of research around the core question about how to make the company more
successful! The deliverable is the final presentation and report body which contains the
final strategic argument.
The Research Process is developing the research and analysis upon which your strategic
argument is founded - it is logical and sequential. It leads to the research papers or
appendices. The Research Conclusions need to be sound on their own, and also need to
support the story line (which provides good advice to the site). That is what we will be
evaluating in the final phase.
Building Your Report Story Line
Phase 1 Phase 2 Phase 3 Phase 4
Report
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Ask these questions at every stage to formulate the preliminary story line. This
may help identify additional research and analysis needed.
Do a presentation format as a plan for the body the story line should be clear
and crisp.
Synthesis is a process of visualization and talking aloud. Groups need to build
in time for talking about their ideas and story line at most meetings.
You will rewrite the body at the end based on your final assessment and
strategy. Earlier drafts of the story line will not be helpful.
Building Your Report Research
(N
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Research
Papers
Research
Plan
New
Research &
Analysis
Papers
(A)
Research
Papers
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Phase 1 Phase 2 Phase 3 Phase 4
The Phase 1 leads to identifying a logical set of research/analysis papers about the company and its
environment. Each paper should have a work plan sources of information and assign to student members.
Research Papers should be created as the fact base and, hence, should be done early in the process
completed by the half way point where possible. You should only need to add some simulations/financial
models and edit the research papers in the final stages of the course.
The format should be such that a reader can get to the meat in the first 2 or so pages. Format as follows:

Purpose and Scope a short description in couple of paragraphs.

Methodology identify basis of research (list of general sources can be attached).

Main Findings or Conclusions a list of key messages one takes out of the research with critical
implications to the study. This may be 1 or 2 pages.
The analysis and findings follow in a logical format as many pages as are needed with sources of evidence
where relevant.
Each New Story Line Identifies Need for Analysis
Phase 1 Phase 2 Phase 3 Phase 4
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Research
Papers
Research
Plan
New
Research &
Analysis
Papers
(A)
Research
Papers
Report
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New Evidence Supports Story or Causes a Rethink
Phase 1 Phase 2 Phase 3 Phase 4
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Research
Papers
Research
Plan
New
Research &
Analysis
Papers
(A)
Research
Papers
Report
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(N)
(A)
Research
Papers
Building Your Report
Phase 1
Research
Plan
Topics
Methods
Who &
When
Phase 2 Phase 3 Phase 4
Point Form
Report
Strategic
Assessment
Final Draft
New
Research &
Analysis
Papers
As necessary
Draft
Report
Final
Report
(N
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(A)
Research
Papers
Point
Form
Report
Company
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