PGBM16

Global Corporate Strategy

- On Campus -

Individual Assignment
Case Study: Reconciling managerial dichotomies
@ Honda Motors in De Wit and Meyer
(2004:663)

Module Leader: Dr. Augustus Osseo-Asare

Word Count: 3,500 10% words
University of Sunderland: Sunderland Business School 2

Introduction:
This individual assignment will be assessed by means of a 3,500 10% word report. The assignment
has been designed to allow you to develop and use your knowledge and skills in understanding key
strategic issues relating to the Global Automobile Industry. You will be required to apply the strategic
concepts and analytical techniques studied in this module. All the learning outcomes below will be
assessed:
1. Demonstrate critical understanding and application of relevant theories associated with global
corporate policies and strategies.
2. Understand the holistic nature of strategy and apply analytical techniques to solve complex
problems in real life organizations
3. Demonstrate knowledge of the strategic decision making process through critical analysis of how
strategic decision making enables an organisation to relate to its global business environment.
4. Critically evaluate and monitor the business mission, objectives and policies of international
organisations.
5. Use critical reflective skills to reflect on the impact of their understanding on the problem solving
process

The assignment will be internally moderated by: John Dixon-Dawson

Please note:
1. All work must adhere to the University regulations on Cheating, Collusion and Plagiarism
which are provided as an Appendix in your Programme Handbook. You are encouraged to use
Harvard Referencing Style and avoid Plagiarism.
2. A hard copy and an electronic copy on CD or DVD of the assignment must be handed to the
Assignment Services in St Peters Library on or before the appointed date under cover of the
Sunderland Business School (SBS) Feedback Sheet.
3. Issue Date: Wednesday, 02 March 2011
4. Submission Date: Wednesday, 18 May 2011 (Before 2:00 pm)

Task
Your task is to carry out a critical analysis and evaluation of the strategies adopted by global
automobile suppliers, using the information provided and other materials researched. You will be
expected to select and apply appropriate theories, techniques and models studied during the module
whilst having regard to the practical aspects of strategy development.
Your assignment should be presented in a business report format and should be within the range 3,500
10% words (excluding executive summary/abstract, references and relevant appendices). The report
should include a title page and abstract and be fully and consistently referenced, using Harvard
Referencing style. You must also submit a CD or DVD containing an electronic version of the report.
This should be clearly labelled with your name, your course and the name of the case study.
It is recommended that you research information additional to the case study to support your
arguments. This may be obtained from a diverse range of sources and you are encouraged to research
the issues in whichever way you deem appropriate.

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Assessment Criteria
In the event of failing this individual assignment, normal referral / deferral procedures will apply. This
assignment carries a weighting of 100%. The assessment will focus on the level of ANALYSIS carried
out. That is, the application of THEORETICAL CONCEPTS studied in the module to the practical
case study presented. In other words, you should proceed beyond a DESCRIPTION of the company
and its actions. You should be analysing why rather then describing what. The assignment will be
assessed and moderated by two members of staff in accordance with the marks allocated to each of the
questions detailed below. 10% of the marks are set aside for the presentation criteria.
Academic Rigour
your ability to isolate the key strategic issues
the coherence and depth of the analysis of those issues
the ability to analyse the strategy context within which companies operates
the ability to critically review and evaluate strategic decisions made by companies
Methodology
the use of relevant evidence, from material provided and personal research to support any
statements made
the appropriateness of the methods used and theoretical models and frameworks applied
the breadth and depth of research undertaken
Evaluation of data
the ability to make sound recommendations or conclusions arising from the analysis
the soundness of arguments put forward
Presentation
the summary of arguments
report layout and format
use of illustrative material and evidence to support arguments
the appropriateness of length
the quantity and accuracy of referencing

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The Global Automobile Industry:

The global automobile industry is characterised by increasing demand in many different regions of the
world. Since its establishment in 1948, Honda has grown to become one of the world's leading
automakers, with a global network of subsidiaries and affiliates. In order to sustain its competitive
advantage the company continues to operate under the principles of "Respect for the Individual". In
line with these principles, Honda has remained on the leading edge by creating new value and
providing products of the highest quality at a reasonable price, for worldwide customer satisfaction
(http://world.honda.com/ ). In addition, the Company has conducted its activities with a commitment to
protecting the environment and enhancing safety in a mobile society Today, Honda continues to market
a wide variety of products and has earned an outstanding reputation from customers worldwide (
http://world.honda.com/investors/annualreport/2010/pdf/ )
Read the case study entitled Reconciling managerial dichotomies at Honda Motors by Andrew
Mair, cited in De Wit and Meyer (2004:663-679) Strategy Process, Content, Context; and carry out
appropriate analyses of the global corporate strategies adopted by Honda and other world-class
automobile suppliers such as Nissan Motors, Toyota, and Chrysler, and answer the questions below.
You are encouraged to use relevant data/information from company websites.

Question One:

Using the information given in the Honda case study and your own understanding of managerial
dichotomies and the strategic thinking process, critically evaluate how Honda reconciled the
following dichotomies:
(a) Planning versus Learning (10 marks)
(b) Positioning versus Developing internal resources (10 marks)
(c) Product-related core competencies versus Process-related core capabilities (10 marks)
[30 % marks]

Question Two:

Critically evaluate the extent to which Japanese management model is diametrically opposed to
Western management model. You are expected to use relevant information from the Honda case study
and Geert Hofstedes (1993) article entitled Cultural constraints in management theories, cited in De
Wit and Meyer (2004:34). You are also encouraged to use relevant data/information from your
own research.
[30 % marks]
Question Three:

Using relevant information from the literature and company websites, critically evaluate the impact of
corporate governance and corporate social responsibility (CSR) on the global financial and non-
financial performance results of Honda Motors (www.honda.com ), Nissan Motors
(www.nissan.co.uk/), and Chrysler (www.chrysler.co.uk) from 2005 to 2010.
[30 % marks]
Note: 10% marks is allocated for overall presentation

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Suggested Reading:
De Wit, B. and Meyer, R. (2010) - Strategy Process, Content, and Context International Perspective, 4th
Edition, Thomson Learning
De Wit, B. and Meyer, R. (2004) - Strategy Process, Content, and Context International Perspective, 3rd
Edition, Thomson Learning
Hofstede, Geert article entitled Cultural constraints in management theories, cited in De Wit and
Meyer (2004:34)
Johnson, G., Scholes, K. and Whittington, R. (2005) Exploring Corporate Strategy: Text and Cases, 7th
Edition, Financial Times Prentice Hall.
Lynch, R. (2006) Corporate Strategy, Fourth Edition, Financial Times Prentice Hall.
Mintzberg, H., Ahlstrand, B. and Lampel, J. (1998) Strategy Safari, Financial Times Prentice Hall

Websites & PDF documents:

http://world.honda.com/investors/annualreport/2010/pdf/ Annual Report 2010 Honda Motors
www.nissan.co.uk/ Nissan Motors
www.toyota.co.uk Toyota Motor Corporation
www.chrysler.co.uk Chrysler
www.economist.com The Economist
www.ft.com The Financial Times

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