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P1: Competing in the Broadband Service Industry

P1: Competing in the Broadband Service Industry. Mohd Fuaad Said, PhD. Faculty of Economics & Management, UPM  Khairul Akmaliah Adham, PhD. Graduate School of Business, UKM. Presentation Contents. Case Overview Type of case Target Audience/Course Teaching Objectives

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P1: Competing in the Broadband Service Industry

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  1. P1: Competing in the Broadband Service Industry Mohd Fuaad Said, PhD. Faculty of Economics & Management, UPM  Khairul Akmaliah Adham, PhD. Graduate School of Business, UKM

  2. Presentation Contents • Case Overview • Type of case • Target Audience/Course • Teaching Objectives • Theoretical/Conceptual Frameworks • Teaching Assignments • Suggested Assignment Questions

  3. Case Overview…1 • Consists of 6 sections: 1) Introduction: provides background information on the company’s ‘sudah potong’ marketing campaign, business growth and business challenge. 2) Broadband and WiMAX Technologies: Describes broadband and WiMAX technologies, and explains WiMAX’s capability to substitute other broadband technologies. 3) Malaysian Broadband Services Industry: Covers about the industry and provides insights on the size, players, growth and trends related to that industry

  4. Case Overview…2 4) P1’s Company development: Describes the company’s history, growth and important milestones from 2006 to 2010, and explains on products and services introduced to the market by the company. 5) Managing Current Situation: Discusses on the issues that P1 faced at the end of 2010, which included financial, business growth, and competitive challenges. 6) Strategies for the Future: Recaps the successes achieved and issues faced by P1 by late 2010 and acts as the starting point to stimulate students’ thinking and discussion on the case.

  5. TYPE OF CASE • A library case, in which all information are gathered from published sources • A decision-type case. • Students are asked to identify the issue(s) faced by the Michael Lai, the CEO of P1, in late 2010 and to recommend action plan on the best possible action to be pursued by him.

  6. TARGET AUDIENCE/COURSE • Can be used for advanced undergrad and MBA/MSc in Management courses . Possible suitable courses: 1) Strategic Management: to make an overall managerial analysis. 2) Operation Management: to plan/manage strategy, and company development (depending on the issues discuss in this course) 3) Management Info Systems: to help student understand about broadband technology, its business application, and the industry that provide its application.

  7. TEACHING OBJECTIVES • 1) Develop student’s skills in defining the problem that was faced by the company, and encourage them to recommend solutions • 2) Help students to develop capability in managing strategic management process • 3) Develop students’ skills to critically evaluate a company’s objective against its chosen strategy, and to prepare supportive arguments • 4) Assist students to develop an integrative thinking in organizational operations and strategic management. • 5) Expose students to broadband technology, its business applications, its industry providers and the actual business situation of their industry.

  8. THEORETICAL/CONCEPTUAL FRAMEWORKS • Possible discussion on the following concepts: 1) Company development life cycle process; 2) Various types of strategic alternatives : Porter’s generic strategy; Miles and Snow’s strategy; market dominance strategy. 3) Potential problem analysis steps 4) Industrial Organization (I/O) perspective: Porter’s Competitive Forces (Porter, 2008)

  9. TEACHING ASSIGNMENT • Plan A: In-Class Discussion • Ask students to Read the case: ‘P1: Competing in the Broadband Service Industry’ and supplementary reading materials: 1) types of competition and theory of strategy (Barney; 1986); 2) the five competitive forces that shape strategy (Porter; 2008); 3) Market dominance strategy (source: internet). • Allow them to have about a week to read the case & the reading supplements • Allow the student to discuss with others, but grading for participation is based on individual effort. • Use a Class time: 1 hr and 2 minutes

  10. TEACHING ASSIGNMENT • Plan B: In-Class Written Examination • 1) 3 hour examination time. • 2) Give case at the start of exam. • 3) Students need 1 hour to read and about 2 hours to write their analysis. • 4) Grading strictly depends on written analysis, and discussion with others are not allowed.

  11. Suggested Assignment Questions • Can ask the following questions to generate discussion: 1). What business was P1 in? 2). List and explain the company long-term objectives. 3). Describe some of the important business development milestones achieved by P1 by late 2010. 4). What were the competitive advantages possessed by the company? What was its current strategy? 5). What were the problems faced by P1 in 2010? What caused these problems? 6). If you were the top manager of P1, what strategy would you implement, and why?

  12. Thank You

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