HOLMES INSTITUTE

FACULTY OF
HIGHER EDUCATION

HOLMES INSTITUTE

FACULTY OF HIGHER EDUCATION

GRADUATE PROGRAM

SUBJECT OUTLINE

COMPETITIVE STRATEGY HI 6006

TRIMESTER 3 / 2014

Holmes Institute is committed to providing the highest quality education

in a dynamic, student-centred learning environment. Holmes Institute fosters in its
students rational thought, intellectual integrity and social responsibility.

www.holmes.edu.au

FACULTY OF HIGHER EDUCATION

HI6006 COMPETITIVE STRATEGY

___________________________________________________________________________________________________
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Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence
with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong.

The faculty offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional
Accounting, a Master of Business Administration and a Graduate Diploma in Business.

Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at
www.holmes.edu.au/undergraduate.

HOLMES INSTITUTE PROGRAMS

The Holmes Institute programs offer domestic and international students the opportunity to study a set of
contemporary subjects in preparation for a career in business. These programs explore the global and cross-
cultural dimensions of business. Teaching utilizes a combination of delivery methods and includes critical
analysis and case study methods. A combination of exams, case studies and company analysis are used in
assessment.

SUBJECT OVERVIEW & RATIONALE

HI 6006 Competitive Strategy approaches business management from the perspective of the board and senior
management. In an uncertain, complex and fast changing world, thinking strategically, learning quickly and
adapting rapidly are the foundation of success.
This subject leverages on the knowledge acquired by students from other Holmes MBA subjects to produce
well rounded graduates, ready to contribute to business success.

SUBJECT OBJECTIVES & LEARNING OUTCOMES

On completion of this subject:

Knowledge
Graduates will be able to, integrate theoretical and practical knowledge of Strategy including the use of strategy
tools such as Porter’s Five Forces, SWOT, Life Cycle, Ansoff matrix, BCG matrix, Value Chain, Scenario Planning,
Adaptation, Aggregation and Arbitrage.

Skills
Graduates will be able to, analyse complex strategy environments and develop confidence in working with others
to develop and evaluate strategic alternatives.

Application of Knowledge and skills

Apply theoretical and practical knowledge of strategy in the diagnosis of strategy issues and the formulation of
strategies.
Examine the key challenges companies face and have and contextualise the major approaches companies
employ as they formulate strategy.
Critically analyse the relationship between an organisation’s strategy and its structure.

SUBJECT ADMINISTRATION

HI6006 COMPETITIVE STRATEGY 2

Awards Duration Core/Elective Subject weight
MBA 2 semester Core 3 credit points

Mode of delivery On campus

Prerequisites Nil
Workload Students are expected to attend all classes
Delivery 2 hrs of lectures and 1 hr tutorial or equivalent
Independent study 5 hrs

CONTACT DETAILS

Subject Coordinator Geoff Stewart gstewart@holmes.edu.au

Lecturer Melbourne Geoff Stewart gstewart@holmes.edu.au
Lecturer Sydney Jas Chawla jchawla@holmes.edu.au
Lecturer Brisbane

Students please note:

Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only
communicate with you using your Holmes Institute mail address. Emails from private and/or business email
accounts cannot be used and will not be answered.

Lecture TIMES*
Please check with your lecturer
Monday Tuesday Wednesday Thursday Friday*
Melbourne Campus 9-12 AM
Consultation by appointment.

HI6006 COMPETITIVE STRATEGY 3

 STUDENT ASSESSMENT

ASSESSMENT TYPE DUE DATE WEIGHT

Individual Assignment Week 6 20%

1

Group Assignment 2 Week 11 20%

Final examination Exam week 60%

DETAILED INFORMATION ON SUBJECT ASSESSMENTS

Assignment 1 –
Review of e-Learning materials
This is a mandatory assessment

For weeks 3, 4 and 5 e-Learning materials will be placed on Blackboard for review and
application. (additional weeks may be available to enhance your learning – however weeks
3,4 and 5 will definitely be there)
Review means that each student should look at the video, read the recommended text and
record a response as follows:
For each week of materials you are asked to prepare two paragraphs:
The first should contain the key ideas from the materials – not a summary – you must select
the key ideas (most important) and talk about them.
The second paragraph should identify an organisation which would benefit from the
application of these ideas and explain how the ideas should be applied.
You should consult the rubric – Attachment 1 to this document to see exactly what is required
and how your assignment will be marked)
The review and application materials (two paragraphs for each week) submitted by each
student for weeks 3,4 and 5 - will be assessed (possible marks for this assignment are 20 in
total).
Assessment criteria:
See details in the rubric in attachment 1

This assessment is mandatory.

Failure to participate in this assessment will automatically lead to a fail mark in this subject.
You may enrich this assignment with ideas from other materials such as journal articles if you

HI6006 COMPETITIVE STRATEGY 4

wish. This additional research will be necessary to obtain the best marks.
We would value feedback on which materials you like best and which materials you liked
least.
Word limit: 1,000 words Marks: 20 Due Date: Friday, Week 6

2. Group Assignment – Strategy development

Use the Theory relating to Adaptation, Aggregation and Arbitrage to explain the success of Lenovo/Motorola in
India.
We suggest a paragraph heading for each of Adaptation, Aggregation and Arbitrage containing discussion of
ideas. You do not need to define these concepts.
Make a strategy recommendation for how Lenovo/Motorola should approach the Chinese market in the
future.
This is a group assignment. Every member of the group is expected to be able to discuss all areas of the
report. You should meet many times and discuss the issues identified in the report.
Each member of the group will be responsible for bringing two journal articles to the discussion. Each student
will be identified in an appendix to the assignment along with the two journal articles this student brought to
the discussion and a short paragraph about why these journal articles are relevant to the assignment. The
ideas from these journal articles will be captured and discussed in the main body of the report.
All ideas in the report must be referenced using Harvard Referencing.
In the first half of the report you introduce ideas, then in the second half of the report you will discuss and
evaluate these ideas to identify what is most important.
This is a short report, so fill it with ideas and discussion.
Descriptive material has negligible value and should be avoided. We are seeking analysis, discussion and
recommendation, enriched by ideas found in journal articles.
In business you will be expected to produce short well-argued reports. This is where you demonstrate that
skill.
(1,000 words, week 10, 20 marks)
Assessment Criteria
Demonstrated knowledge of theory.
Capacity to apply this theory to the development of a new strategy for Lenovo/Motorola.
The comprehensiveness of the list of issues identified.
The clarity of exposition.
The quality of the discussion and evaluation of the issues identified
The integration of ideas from journal articles
The clarity and utility of the recommendation
The correct use of Harvard Referencing throughout the report. (the source of all ideas must be identified)

3. Final Examination:

This will be a closed book exam.

There will be 6 exam questions for 10 marks each.

HI6006 COMPETITIVE STRATEGY 5

One exam question will be compulsory – Part A
In this question you will be expected to bring ideas that you have learnt from the moderated
e-learning and discuss them.
In Part B you will be asked to select 5 questions out of the available 7.
Each exam question will be in two parts – similar to the first assignment, with:
 part (a) asking you to show knowledge of theoretical concepts and
 part (b) asking you to apply these ideas to an organisation.
The organisation will be identified in a block of text at the beginning of the question
Available marks: 60

ASSESSMENT POLICY

To be eligible to pass this subject, students must complete all forms of assessment and demonstrate
achievement of the learning outcomes. All assignments must be submitted electronically using a word
processor, uploaded to Blackboard via SafeAssign. You must print and attach the full SafeAssign report with the
Holmes Institute Cover Sheet to the printed assignment (hard copy).

The assignment cover sheet must include the student/s name, number, subject code and subject name,
subject lecturer’s name, assignment due date and time of submission. All hard copies must be submitted to
the designated Assignment Submission Facility on Campus during opening hours.

Submission deadlines are strictly enforced and late submission incurs penalties of 5 (five) % of the assessment
value per calendar day unless an extension and/or special consideration has been granted by the Subject
Coordinator prior to the assessment deadline . Unless an extension and/or special consideration has been
granted by the Subject Coordinator prior to the assessment deadline, no assessments are accepted after 14
calendar days of the due date or the end of the trimester for assessments due later in a trimester. Students are
requested to familiarize themselves with the Holmes Institute Assessment Policy located on the Blackboard
Student Subject: HE-General Study Information (HGEN_HE) > General Information > Policies and Procedures >
Holmes Institute Student Assessment Policy v1.pdf.

STANDARD GRADING SYSTEM AND DISTRIBUTION

GRADE LETTER RANGE
High Distinction HD 80% and above
Distinction D 70 – 79%
Credit CR 60 – 69%
Pass P 50 – 59%
Fail NN 0-45% (did not meet the standard required according to
the learning outcomes in the Subject Guide )
Faculty Pass* FP 46 – 49% (awarded by Board of Examiners)
Supplementary Exam Granted (a NS Supplementary examination granted
temporary grade)
Deferred Exam (a temporary ND Officially Deferred examination
grade)

HI6006 COMPETITIVE STRATEGY 6

 Fail NA Student did not submit any work according to the
schedule in the Subject Guide
Result Withheld RW Additional assessment and/or work required
Result Withheld WH Outstanding fees or non-return of Holmes Institute
materials
* This grade is sometimes referred to as a conceded pass at other institutions

Explanation of Letter Grade

HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and
evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the
subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be
identified and the implications discussed.

D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which
the relationship between the constituent elements are identified clearly and discussed with some level of
critical analysis. The work also applies abstract ideas in concrete situations.

CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject
matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic
level of critical analysis is evident. Originality in the work is rarely evident.

P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to
have a general understanding of the field. Provides an adequate basis for further study.

NN Did not meet the learning objective of the subject

VIEWING STUDENT GRADES

Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments
are published within two weeks of the due date of the assessment and the final examination. Students who
wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at
www.holmes.edu.au /undergraduate/appeals.

PLAGIARISM AND ACADEMIC MISCONDUCT

Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in
any form during an examination is not tolerated and will be dealt with according to the policies and
procedures set out in the Holmes Institute Student Handbook (located on Blackboard in the Student General
information Subject: HE-General Study Information (HGEN_HE) > General Information > Student Handbook
2010 v.3.pdf).

Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as
one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances
of plagiarism will be dealt with promptly).

It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes
Institute uses the APA (American Psychological Association) style of referencing. A detailed guide to referencing
can be found in the Student Handbook. It expected that you would be familiar with the APA style of
referencing.

HI6006 COMPETITIVE STRATEGY 7

 USE OF BLACKBOARD

Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to
Blackboard to view and download their lecture material, grades, important announcements on their subjects
and discussion rooms for selected subjects.

Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that
students will have viewed lecture materials and additional readings before class. All students are advised to
familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Centre
on each campus. Should you have difficulties accessing and/or using Blackboard, please contact your lecturer
or the Holmes Institute Blackboard Helpdesk on: bbhelpdesk@holmes.edu.au.

USE OF RESOURCE CENTER AND PROQUEST

For most subjects, students are expected to engage in additional research. Textbooks and teaching materials
available in the Resource Centre will be of use here. In addition, current students have access to a range of
electronic academic journals via Proquest, which is accessible once you log into Blackboard.

Should you require any assistance with the use of Proquest and/or online research, please contact your
lecturer and/or the Resource Centre staff on your campus.

STUDY SKILLS & ACADEMIC SUPPORT

Students who have difficulties with their studies and/or specific forms of assessment should visit online Study
Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic
Support, which is free for any student enrolled. See details on
http://www.holmes.edu.au/undergraduate/Information.

HI6006 COMPETITIVE STRATEGY 8

 SUBJECT RESOURCES

Prescribed Textbook (compulsory)

Fundamentals of Global Strategy

Adoption Details
Title: Fundamentals of Global Strategy
Author(s): Cornelis A. de Kluyver
e-ISBN: 978-1-4533-3287-0
Institution: Holmes Institute
Course Title: Competitive Strategy
Course Number: Hi5008 (now become HI6006)
Section Number:
Class Start Date: Monday, March 3rd, 2014
Final Exam Date: Friday, July 25th, 2014

How do my students find their course materials?

It is extremely easy for your students to access everything they need. Simply provide your students
with the course URL listed below - this URL is unique for your class:
http://students.flatworldknowledge.com/course?cid=1511521&bid=703916

If you or your students lose this URL, simply go to students.flatworldknowledge.com and find your
class using your name, your course name or Institution.

What products are available to my students?

Students have a variety of product choices to support their learning experience. The Digital All Access
Pass is a great value offering multiple formats for both on-line and off-line access to their textbook
content. It also offers access to study aids such as flash cards and quizzes, providing students with
immediate feedback on the content they've just reviewed. You will find all of the product options on your
course page by clicking the link below:
http://students.flatworldknowledge.com/course?cid=1511521&bid=703916

Please note: Pricing is subject to change to accomodate production costs.

Need Customer Support?

The answer to many common questions can be found under the Educator FAQ link:
http://catalog.flatworldknowledge.com/faq

If you still can't find the answer to your question, customer support is available Mon - Fri from 9AM to
5PM (EST).

Contact us by: Email: faculty@fwk.com

Recommended Reading

HI6006 COMPETITIVE STRATEGY 9

 Rumelt R., (2011), Good Strategy, Bad Strategy, Crown Business, ISBN:978-0-307-88623-1.

Johnson, G., Scholes, K. & Whittington, R (2008), Exploring Corporate Strategy – Text and Cases, 8th Edition,
Prentice Hall.

LECTURE SCHEDULE/SYLLABUS

Wk Topics scheduled
1 Globalisation: (Chapter 1)
2 Globalisation for companies: (Chapter 2)
3 Generic Strategies: (Chapter 3)
4 Business Model Change: (Chapter 4)
5 Target markets and modes of entry: (Chapter 5)
6 Value Proposition: (Chapter 6)
7 Global Branding: (Chapter 7)
8 Value Chain Infrastructure: (Chapter 8)
9 Supply Chain Management: (Chapter 9)
10 Management Model: (Chapter 10)
11 Revision: PESTEL, 5 Forces, SWOT, Ansoff Matrix
12 Revision: Other Management models

* Note: Students must consult the Academic Calendar and Blackboard for the dates of the Study and
Examination Week.

STUDENT ASSISTANCE

Studying in higher education presents many experiences and challenges. These might involve academic,
personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with
various challenges. The following table identifies contact points should you require any support.

SUPPORT REQUIRED WHO TO CONTACT

Information for Current Students Holmes Institute Student Handbook

Academic Probation / Mentoring Academic Mentors, Associate Dean
Accommodation Holmes Institute Home Stay
Computers, Blackboard, Email IT Help Desk
Disability Needs Holmes Institute Campus Directors
Employment and Careers Career Development Team
Enrolment Higher Education Coordinator on Campus
Exams Higher Education Coordinator on Campus
Financial Issues Holmes Institute Campus Directors
Personal Issues National Higher Education Program Manager, Mentoring Team
Proquest Database Librarian on each Campus
Study Skills Holmes Institute Academic Support & Study Skills Team
Visa Issues, COEs etc. Higher Education Coordinator on Campus

HI6006 COMPETITIVE STRATEGY 10

This subject outline was prepared by the Course Development Team for the Undergraduate Programs, Faculty
of Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline
may occur at any time. However, the Faculty of Higher Education endeavours to inform the students
accordingly. This publication is copyright. Apart from any fair dealing for the purpose of private study, research,
criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed
in computer memory without written permission. Enquires should be made to Holmes Institute Faculty of
Higher Education. © Copyright 2011.

Attachment 1

Assignment 1: Marking Rubric Name & Student ID:

Marks: 20
Marking Outstanding Good Average Limited Fail
Criteria
9 7 5 3 0
Paragraph  Multiple ideas  Multiple ideas  An idea  An idea  No ideas
1: identified identified identified identified identified
Extracts  Clear description of  Clear description of  Clear  Unclear from the
ideas ideas description description materials
key ideas
 Additional ideas of idea of idea
from 3
from journal Articles 7
materials identified and
(video, text, imported into the
reference) narrative
 10

5
(10 Marks)
Paragraph  Organisation  Organisation  Organisatio  Organisatio  No
2: Applies identified identified n identified n identified organisatio
ideas to an  Application of  Application of  Application  Application n identified
organisation ideas clear ideas clear of ideas of ideas  Applicatio
 More elaborate  More elaborate clear unclear n of ideas
and informative and informative  5  3 unclear
(10 marks) discussion discussion
 Additional ideas  7
from journal
Articles
identified and
imported into
the narrative
10

HI6006 COMPETITIVE STRATEGY 11