MBACatlica

Business Consulting
2007

Joaquim Paiva Chaves

Celine Abecassis-Moedas
Paulo Cardoso Amaral
Business
Consulting

CAM-JPC
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MBACatlica

Business Consulting Professors

Joaquim Paiva Chaves

Celine Abecassis-Moedas
Paulo Cardoso Amaral

Business
Consulting

CAM-JPC
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MBACatlica

Agenda
A

Course Objectives

05 m

JPC

Methodology Approach

30 m

JPC

Project Description

10 m

CAM

Teams Allocation

10 m

CAM

Sessions Schedule

05 m

CAM

Business
Consulting

CAM-JPC
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MBACatlica

Agenda
A

Course Objectives

05 m

JPC

Methodology Approach

30 m

JPC

Project Description

10 m

CAM

Teams Allocation

10 m

CAM

Sessions Schedule

05 m

CAM

Business
Consulting

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Course Objectives
Main Goal - Convergence
Academic
environment
Students
Professors

Business
environment
HELP SOLVE
BUSINESS
PROBLEMS

Researchers

Entrepreneurs
Managers
Staff

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Consulting

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Course Objectives
Specific Goal - Academic Environment

Share proposals of methodology approach for the resolution of

real business problems (plenary session and sessions with
consulting firms)

Create opportunities for the application of acquired knowledge

on real cases (work sessions in companies and orientation
sessions at university)

Facilitate interaction between students and companies in order

to provide professional development opportunities (companies
appointments).

Disseminate our course among management

community
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Course Objectives
Specific Goal - Management Environment

Benefit from the opportunity to obtain independent

recommendations on existing problems of the company
management

Stimulate top management to question the organization

paradigms through the temporary presence of an external team

Facilitate the search of management talent through contacts

with project team members

Promote the company among the community of

future managers
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Consulting

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Agenda
A

Course Objectives

05 m

JPC

Methodology Approach

30 m

JPC

Project Description

10 m

CAM

Teams Allocation

10 m

CAM

Sessions Schedule

05 m

CAM

Business
Consulting

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Methodology Approach
Main steps - Basic Questions

Project
Organization

Identification

What is the
real
Questions problem
that the
to
manageanswer
ment wants
to solve?

Disaggregation Validation

Recommendation

Project
Presentation

What are
What are
What are
the keythe critical
the
issues that
analyses to
corrective
can be at
understand
measures
the origin of
the impact
that the
this
of the
manageme
problem?
identified
nt should
key-issues?
carry out?
Change

Business
Consulting

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Methodology Approach
Previous Steps Work Organization
Project
Organization

Knowing the Sector

Identification

Disaggregation

Validation Recommendation

Project
Presentation

Identify the
Stakeholders

Understanding Clients

Clients?

History?

Shareholders

Competitors?
Suppliers?
Regulators?

Culture?
Strategy?
Etc.

Directors
Key - Staff

Etc.

Main Clients
Business Partners
Sector Associations

Governmental Entities
Etc.

Share work between team members

Make appointments with key-people
Business
Consulting

Adjust goals of work plan

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Methodology Approach
Specific steps - Identification
Project
Organization

Identification

Disaggregation

Validation

Recommendation

Project
Presentation

Questions

Examples

What is the basic problem that the Client

wants to solve?

Invert the loss of market-share

What are the internal and external

contexts in which the problem
occurs?

Stable market v s Unstable market

(new competitors, substitute products)

Which are the limits of the scope of

potential solutions?

Possibility to make acquisitions?

Or Possibility to change Management
Team?
Restore market-share decreasing
profitability Vs. Keep market-share
increasing profitability

What are the success criteria to evaluate

the solutions for the problem?
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Consulting

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Methodology Approach
Specific steps - Identification
Project
Organization

Identification

Disaggregation Validation

Recommendation

Project
Presentation

Advice

Make internal interviews to:

Understand the culture of the company
Identify the organization leaders
Feel how people work
Get agreement on work objectives
Find information sources

Make external interviews to :

Understand market structure
Understand sector trends
Evaluate the company image

Business
Consulting

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Methodology Approach
Specific steps - Identification
Project
Organization

Identification

Disaggregation Validation

Recommendation

Project
Presentation

Summary

The main objective of this step is TO UNDERSTAND

and TO GET GENERAL AGREEMENT of the real
problem that the company intends to solve and of the
scope limits where the solution can be found

Business
Consulting

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Methodology Approach
Specific steps - Disaggregation
Project
Organization

Identification

Disaggregation Validation

Issue Tree

Business
Consulting

Project
Presentation

Price Policy

Can this trend be inverted

in a sustainable way?
Which will be the
necessary changes to
invert the falling of marketshare in this product?

Recommendation

Shall we consider a
competitor acquisition to
increase profitability?
Shall we consider to
discontinue this product
line?

Distribution
channels
Attributes
Products/Services
Communication
Effort

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Methodology Approach
Specific steps - Disaggregation
Project
Organization

Identification

Disaggregation

Validation

Project
Presentation

Recommendation

Advice

Validate the exclusiveness and completeness of identified

hypotheses

Group the hypotheses of solution in coherent areas of work, to

prevent from dispersion

Select which are the relevant hypotheses of solution in order to

optimize effort and time

Distribute work in accordance with the skills of team members

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Consulting

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Methodology Approach
Specific steps - Disaggregation
Project
Organization

Identification

Disaggregation

Validation

Recommendation

Project
Presentation

Summary

The main objective of this step is TO DISAGGREGATE the

key-issues that can be at the origin of the problem and get a
RANKING of those that can be the probable hypotheses of
solution

HYPOTHESIS
DRIVEN
Business
Consulting

Vs.

ANALYSIS
DRIVEN
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Methodology Approach
Specific steps - Validation
Project
Organization

Examples

Identified
Hypotheses

Analyses
needed

Company policy
prices are not
adjusted to
competition

Evaluation of
the importance
of the price in
the purchase
decision for
type of product
Prices
comparison for
each type of
product
(company vs.
main
competitors)

Identification

Disaggregation

Validation

Information
Sources
Sector
Associations
Customers
Inquiries
Sales Force
Visits to the
competitors

Business
Consulting

Recommendation

Project
Presentation

Summary
Final
Comparative
maps that allow
to evaluate the
importance of
the price level
in the marketshare of the
product

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Methodology Approach
Specific steps - Validation
Project
Organization

Identification

Disaggregation

Validation

Project
Recommendation Presentation

Advice
Information
Gathering

Results
Interpretation

Analyses Execution

Ask company support

in sources
identification
Select only relevant
information

Use models to allow to

simulate changes in
variables
Avoid embarking in
excessive analytical
effort

Test the reasonability

of the results
Use the team as
Sounding Board

DEFINE DETAILED SCHEDULE

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Methodology Approach
Specific steps - Validation
Project
Organization

Identification

Disaggregation

Validation

Recommendation

Project
Presentation

Summary

The objective of this step is TO TEST the validity of the

identified hypotheses based on the information gathered and
TO DEDUCT from the results, possible viable solutions for
the problem

Avoid PARALYSIS BY ANALYSIS

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Methodology Approach
Specific steps - Recommendation
Project
Organization

Example

Presentation of Recommendation
Inductive Reasoning
(vertical)

Identification

Disaggregation Validation

Business
Consulting

Change the
market
positioning for
Product B

Increase
service quality
for Product C

Project
Presentation

Deductive Reasoning
(horizontal)

The organization must

differentiate the marketing
strategy for product

Increase
reduction of
production
costs for
Product A

Recommendation

The organization must

differentiate the marketing
strategy for product

Market
segments will
value different
attributes of
each product

Currently the
organization
could not offer
differentiated
attributes

In conclusion,
the organization
must change in
order to satisfy
differentiated
needs for each
segment

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Methodology Approach
Specific steps - Recommendation
Project
Organization

Identification

Disaggregation Validation

Recommendation

Project
Presentation

Summary

The objective of this stage is TO STRUCTURE the

recommendations of Project Team and TO SHARE them with
the company in order to get the commitment that the
necessary changes will be made to solve the identified
problem

The recommendations must be shared in a CONTINUOUS way throughout

the process

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Consulting

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Methodology Approach
Specific steps- Project Presentation
Example

Who is the best person to make the

presentation?
Which is the best media to make the
presentation?
Which is the best style to make the
presentation?

Project
Organization

Identification

OBJECTIVE

Recommendation

Project
Presentation

What do we want that happens after this

presentation?
Create relationship?
Share information?
Test hypotheses ?
Take decisions?
...

AUDIENCE
(Crucial)

APPROACH
Which is the information that the
audience needsto know?
(e.g.; Lot versus few)?
Which is the information that the
audience wants to know? (e.g.:
Technical versus Financial)
Business
Consulting

Disaggregation Validation

MESSAGE

Which is the potential impact

of this presentation in each
member of the audience???
Interests
Beliefs?
Expectations?
Priorities?
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Methodology Approach
Critical skills

Identification Disaggregation

Validation

Recommendation

Communication
Skills

Analytical
Skills

Project Duration
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Consulting

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Methodology Approach
Final Products

Team work report

Presentation of recommendations to the class

Company feedback about the project

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Methodology Approach
Evaluation Criteria
Internal Evaluation (School)
Sequence of the structure
Quality of the content
Relevance of recommendations
External Evaluation (Company)
Will and skill of the Team
Objectiveness and applicabilility of the
recommendation
Business
Consulting

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Agenda
A

Course Objectives

05 m

JPC

Methodology Approach

30 m

JPC

Project Description

10 m

CAM

Teams Allocation

10 m

CAM

Sessions Schedule

05 m

CAM

Business
Consulting

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Project Description

MBACatlica

Department
Company
Project

Management Consulting Project

Scope

Objectives

Responsible

Business
Consulting

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Agenda
A

Course Objectives

05 m

JPC

Methodology Approach

30 m

JPC

Project Description

10 m

CAM

Teams Allocation

10 m

CAM

Sessions Schedule

05 m

CAM

Business
Consulting

CAM-JPC
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Team Allocation: Team 1

Project

Renewable energies
(EDP)

Team

Ana Lia Garcia

Anna Bilous
Nuno Losada
Ricardo Carvalho

Business
Consulting

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Team Allocation: Team 2

Project

Oracle for SME market

Team

Bayad Shamsadeen
Miguel Bento
Paulo Silva
Rodrigo Nascimento

Business
Consulting

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Team Allocation: Team 3

Project

Renova
Internationalisation

Team

Mohamed Said
Peter Szabo
Ricardo Santos
Tihamer Vadkerti Toth

Business
Consulting

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Team Allocation: Team 4

Project

Real Estate Asset

Management

Team

Joo Vieira de Almeida

Luis Coelho
Isabel Borges
Tiago Vieira

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Consulting

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Team Allocation: Team 5

Project

Team

Corporate Governance
and Business
Intelligence

Filipe Soeiro
Rui Firmino

Business
Consulting

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Agenda
A

Course Objectives

05 m

JPC

Methodology Approach

30 m

JPC

Project Description

10 m

CAM

Teams Allocation

10 m

CAM

Sessions Schedule

05 m

CAM

Business
Consulting

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Sessions Schedule
Sessions

Date

Content

02/05 6.30-9.30pm

Methodology presentation
Group formation

08/05 6.30-9.30pm

Consulting Company presentation: Innovagency

Group presentations step 1: Work program

15/05 6.30-9.30pm

Consulting Company presentation: Bain & Co

Group presentations step 1: Work program

22/05 6.30-9.30pm

Consulting Company presentation: Arthur D. Little

Group presentations step 2: Identification

29/05 6.30-9.30pm

Group presentations step 2: Identification

05/06 6.30-9.30pm

Group presentations step 3: Disaggregation

12/06 6.30-9.30pm

Group presentations step 3: Disaggregation

19/06 6.30-9.30pm

Group presentations step 4: Validation

26/06 6.30-9.30pm

Group presentations step 4: Validation

10

03/07 6.30-9.30pm

Group presentations step 5: Recommendations

11

10/07 6.30-9.30pm

Group presentations step 5: Recommendations

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Sessions Schedule and

Readings
The list of readings is:
1.

Turner, A, 1982, Consulting is more than giving advice,

Harvard Business Review, Sept-Oct.

2.

Wickham, P. A., 2004, Management Consulting. Delivering an

nd
Effective Project. Prentice Hall, 2 edition.

3.

Cope, M., 2003, The Seven Cs of Consulting. The definitive

nd
guide to the consulting process, Prentice Hall, 2 edition.

4.

Haberberg, A. and Rieple, A., 2001, The Strategic

Management of Organisations, Prentice Hall. Chapter 14:
Managing Change.

5.

Robbins, S. R., 2005, Essentials of Organizational Behavior,

th
Prentice Hall, 8 edition. Chapter 16: Organizational Change
and Development.

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Course Webpage

http://www.fcee.lisboa.ucp.pt/docentes/url/ceabec/mba/

Password: tuesday

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Profiles

MBACatlica

Celine Abecassis-Moedas
Celine
Abecassis-Moedas
is
Assistant
Professor at FCEE-UCP where she teaches
Corporate Strategy and Business Consulting.
She holds a Ph.D. in Management Studies
from Ecole Polytechnique, Paris, a Master in
Scientific Methods of Management (DEA),
from Dauphine University and a BA in
Economics and Business Administration from
Ecole Normale Suprieure and La Sorbonne,
Paris. Celine was an Assistant Professor at
Queen Mary-University of London. She
worked in business development in a software
firm in New York and in management
consulting at AT Kearney in London. As a
consultant, she worked in several sectors
(media, banking, retail and consumer goods)
mostly for the British market.
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Profiles
Joaquim Paiva Chaves
Joaquim Paiva Chaves has a degree in civil
Engineering from the Ecole Polytechnique Fdrale
de Lausanne in Switzerland and an MBA from
INSEAD in France. He started his career as an
Engineer, first in Switzerland and then in Portugal,
moving afterwards to McKinsey as a consultant. As
a Consultant he worked in several sectors and
several countries such as Spain, Portugal and
Brazil. Later he was involved in the Expo 98 project
being in the board of Orient Station and Expo Urbe.
After he was CEO of Sonae Turismo being also in
the board of telecommunications and media
companies of the group. More recently, he has
been co-founder of Jazztel Plc, and president of the
Portuguese company. He is currently member of
the board of Group Edifer and co-founder and
president of TravelStore and Adicional Logistics.
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Consulting

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Profiles

MBACatlica

Paulo Cardoso do Amaral

Paulo Cardoso do Amaral is invited
professor at Universidade Catlica
Portuguesa where he coordinates the
information management specialization
of the MBA as well as executive
programs in information management.
He is director of the insurance
companies Fidelidade-Mundial and
Imprio Bonana. He graduated in
computer
science
from
Instituto
Superior Tcnico. He has a masters in
Information
Systems
from
Paris
University, an MBA in International
Management
from
Universidade
Catlica Portuguesa and a PhD in
Information
Systems
from
Paris
University.
Business
Consulting

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