T. A.

PAI MANAGEMENT INSTITUTE (TAPMI), MANIPAL

INDUSTRY ANALYSIS AND COMPETITIVENESS

Programme: PGDM
Batch: 2017 - 19
Term: 4
Course Name: Industry Analysis & Competitiveness -MGT 5007
Credits: 2 (16 Sessions)
Course Instructors: Prof. Aditya Mohan Jadhav (Core), Prof. Ishwar Haritas (Core)
Prof. Kaustav Saha (Core), Prof. Sulagna Mukherjee (Core)

PART 1

INTRODUCTION

Expectations of corporates of top b-school students have changed significantly over the years.
Students are expected to be “Industry Ready” from day one. Apart from conceptual clarity in
managerial courses, they also expect MBA graduates to have knowledge across industries.
Industry knowledge is essential to relate and apply the concepts taught in the classroom to real
world situations. For example, marketing concepts have different scope of application in an IT
company compared to FMCG companies; consumer durables and automobile companies will
have different challenges in supply chain. According to recruiters, many students, even from
reputed b-schools, are not aware of the basic dynamics of industries. Typically, during
placement interviews, a majority of the students are found to be deficient while answering
questions such as the following: How do you analyse an industry’s performance over the last 3
years? What are the prospects of this industry? What are the key challenges faced by this
industry? What are the key segments in the industry and what are the size and growth
prospects of each segment? What are the segmental changes happening in the industry? How
do firms in this industry relate to its local and global business environment? What is the
internationalization scope of firms in this industry?
COURSE OBJECTIVES (CO):

1. To bridge the “Industry Knowledge Gap” that generally exists between b-school
students and industry requirements.
2. To familiarize students with an effective framework to analyse and understand any
industry.
3. To provide comprehension of industry clusters and their dynamics.
4. To understand and apply widely accepted frameworks in competitiveness research to
specific industry value chains / contexts
5. To enable students to quickly answer questions related to industries / sectors especially
during placement processes.
6. To understand the unique aspects involved, and the competitive strategies used, while
doing business internationally.

COURSE LEARNING OUTCOMES (CLO):

By virtue of the learning gained in this course, the student should be able to:

CLO 1: Describe and categorize industry contexts / structures from an industry value chain and
economic ecosystem point of view, apply concepts and tools, consistently greater in
scope and complexity to understand entire industries. (PLG 1)

CLO 2: Synthesize, on the basis of systematic (and referenced) research, qualitative and
quantitative analyses to analyse sector / cluster level ecosystems and identify key
sources of competitiveness, carry out basic scenario projection at industry / value chain
levels for the medium term, suggest strategic options to address outstanding issues
and apply relevant functional and organisational solutions. (PLG 3)

CLO 3: Articulate/Communicate clearly and in sufficient detail, the complexities that

characterise industry eco-systems, to both general and specialist audiences. (PLG 4)

COURSE CONTENT:

 Competitiveness: Concept and Factors

 Porter’s Diamond Model
 Cluster Development
 Internationalization
PRESCRIBED TEXT BOOK:

Chapters from “On Competition” by Michael E. Porter:

 Chapter 6: The Competitive Advantage of Nations

 Chapter 7: Clusters and Competition: New Agendas for Companies, Governments, and
Institutions

 Chapter 8: Competing Across Locations: Enhancing Competitive Advantage Through a

Global Strategy

POLICY ON PLAGIARISM:

Plagiarism of any kind and to any extent would attract penalties. The assessment would be
‘zero’ for that particular component, with no further opportunity to improve. Repetition of the
offence would result in failure in the subject.

ASSESSMENT SCHEME AND WEIGHTAGE:

{a} END-TERM

Duration Open/close
Evaluation Weightage (%) CLO Tested
(in minutes) Book
Closed Book
End-Term 50% 180 (Case-Based CLO 1 & CLO 2
Exam)

{b} OTHER ASSESSMENTS

Unit of
S. No. Evaluation Type Weight Time CLO
Evaluation

1 Class Participation Individual 10% All Sessions --

6 Sessions (5, 6, 9,
2 Class Exercises Group 15% --
10, 13 and 14)
Project Presentation
3 Group 25% Beyond Sessions CLO 3
and Report
 PART 2: SESSION PLAN
Session Topic Pedagogy Readings
MODULE 1: Introduction
Industry Analysis and
1-2 Lecture
Competitiveness: Overview
MODULE 2: The Diamond Model
On Competition
3 The Diamond Model: Concept Lecture
Chapter 6
Case Discussion
4 The Diamond Model: Case Case: The Business Environment of
India: A New Mandate for Reform
The Diamond Model:
5 Class Exercise
Application
The Diamond Model:
6 Class Exercise
Application
MODULE 3: Clusters and Competition
Clusters and Competition: On Competition
7 Lecture
Concept Chapter 7
Case Discussion
Case: The California Wine Cluster
OR
8 Clusters and Competition: Case
Case: Building a Cluster: Electronics
and Information Technology in
Costa Rica
Clusters and Competition:
9 Class Exercise
Application
Clusters and Competition:
10 Class Exercise
Application
MODULE 4: Competing Across Locations
Competing Across Locations: On Competition
11 Lecture
Concept Chapter 8
Competing Across Locations: Case Discussion
12
Case Case: The Dutch Flower Cluster
Competing Across Locations:
13 Class Exercise
Application
Competing Across Locations:
14 Class Exercise
Application
MODULE 5: Conclusion
Lecture and Case Discussion
Case: Finland and Nokia: Creating
15-16 Course Summary
the World's Most Competitive
Economy
 PLG MAPPING FOR THE COURSE

Addressed by
PLG# Programme Learning Goals (PLGs) Course? CLO No.
(Yes/No)
Application of Fundamentals
PLG 1 Yes CLO 1
Traits: Demonstrate application of functional / conceptual
knowledge to business situations
Problem Identification and Solution

PLG 2 Traits: Demonstrate ability to identify a problem, critically No --

assess various alternatives and suggest appropriate
solution
Integrative Thinking

PLG 3 Traits: Demonstrate ability to identify inter-linkages Yes CLO 2

among functional areas within an enterprise and assess
the impact of external environment on its performance
Effective Communication
PLG 4 Yes CLO 3
Traits: Demonstrate proficiency in Oral and Written
Communication
Ethical Responsibility
PLG 5 No --
Traits: Demonstrate awareness and assess impact of
ethical behaviour on business
Leadership
PLG 6 No --
Traits: Demonstrate capability to take leadership role in a
business situation