Global Business, 2011 Syllabus
(2011.5.9 version)
Time: Monday 6th Slot (18:15-19:55）
Instructor: Professor Motohashi, Kazuyuki (TMI Department, Engineering School)
E-mail：
HP URL：
Objectives
This course covers some essentials on “global business”, such as global strategy, strategic alliance (JV with local companies) and marketing strategy. The course is organized by combining lectures on theory, case method teaching and guest speaker talks to foster students’ problemsolving abilities in a real business world. In addition, a focus is put on emerging economies, particularly China and India. In order to facilitate effective interactive process in case based teaching, a number of enrolled students could be restricted to 30-35 people. In this process, students in the TMI departments as well as thosein TMI sub-major have some priority. This selection is conducted by using the list of attendant at the first class of 5/9. For those who is interested in this course,
please do not miss this one.
Lecture Items
Trend and importance of global business in emerging economics
Global strategy, IR Grid, AAA framework
Strategic alliance, joint venture with local firms
International marketing
Role of the government in global business
Goal to be achieved
・Understanding analytic framework of global business strategy
・Understanding management of joint venture with local firms
・Learning theory and practice of international marketing
・Understanding a local business context, particularly in China and India
Text and References
There is no text for this course. All necessary materials are handed out in advance. In addition, power point files used in lecture will be uploaded at prof. Motohashi’s home page. ( Go Education-> Global Business)
・ However, the following is recommended as a reference book.
Redefining Global Strategy, by Pankaj Ghemawat, Harvard Business School Press
Grading:
Made by weighted average of the following items
・Class Participation：20%
・Case Write Up: 60％（15％ each. Case 1-Case 4, Case 0 is not counted）
・Group work + presentation：20％
What is case write up ?
・A student is required a writing up (1-2 pages), prepared before each “case method” class. Questions for each case material are presented as follows (schedule part of this document).
・After each “case method” class, a write-up will be collected and graded by an instructor. A feedback will be provided at the beginning of the class a week after.
Group work assignment
・Suppose you are assigned as a member of international division and asked by your boss about studying the potentiality of new infrastructure related business in India. Please build up your new business plan in India, comparing its difference from China.
・Some detail instructions will be given in the course.
・Grading of this project is made by ppt file and oral presentation at the last class. (No report is required).
・The members of a selected group are invited to a on-site feasibility study tour in India. This tour is supported by Hitachi group.
Schedule
Trend of global economy and basic analytical framework
May, 9 (Class 1) : Orientation of course (Lecture)
・Organization, process of this course
・Why globalization? World is flat, IT and WTO, marginalization of Japanese economy.
・Globalization activities of Japanese firms (appreciation of ¥ and trade friction in 80’s, China’s open door policy in 90’s, Intense global competition in 2000’s)
・Difference between global business and domestic business
May, 14 (Class 2) : Analytical framework of global business (Lecture)
・What is business strategy? Global strategy?
・CAGE and AAA framework
・Introduction of next case base class: China vs India
May, 16 (Class 3) : Attractiveness of investment location (Case 0)
TMI case material: “Where to invest? China or India?”
Case write-up questions
・India: factory or market? Please provide at least one example in each Quadrant of factory or market matrix.
・Pick up one industry of your favorite. Discuss attractiveness in India over China by CAGE framework.
・Then develop your global strategy plan based on AAA framework (which “A” should you put your focus on?)
Note: A case write-up for this class is for your warming-up purpose, and not counted as grading ones. However, the contents will influence your class participation points.
Global Business in a Real World
May, 23 (Class 4) : Global Business Plan: Practical Guidance (Lecture)
・Introduction to business strategy planning
・Typology of business (B2B, B2C or B2G, manufacturing or services etc.)
・Role of public policy and relationship with local government
・Introduction to Infrastructure Business in Emerging Economies
May, 30(Class 5) : Global business in practice 1 (Case 1)
TMI case material: Neemrana Industrial Park
Case write-up questions
Neemrana Industrial Park has been developed by cooperation of Japanese and Indian governments. What are reasons why both side of governments helped to develop this industrial park?
What are risks associated with investment in production sites in India? What are benefits located in Neemrana Industrial Park, in terms of lowering these risks?
Hitachi plans to extend “Neemrana Shared Energy Center (N-SEC)” model to other region of India? Do you think whether Hitachi will succeed?
Do you have any recommendation in new business in India? What kind of business will be successful? You can extend a scope of your industry, not only in manufacturing, but also to trading companies, banks and logistics business.
June, 6 (Class 6) : Infrastructure business in India (Guest Speaker)
“Hitachi’s approach to infrastructure business”,
Mr. Yoichi Imamura (Director of India Business Development Office, Hitachi Plant Technology)
Strategic alliance in global business
June, 11 (Class 7) : Strategic alliance in global business (Lecture)
・Increasing international strategic alliance, why?
・Risk management of global business (joint venture vs wholly owned company)
・Understanding type of strategic alliance and its management
June, 13 (Class 8): No classes
・Some reading materials will be provided.
・This date can be used as a group project meeting.
June, 20 (Class 9) : Costs and benefits of joint venture (Case 2)
TMI case material: Hitachi Construction Machinery in China
Case write-up questions
List merits and demerits of joint venture over wholly owned subsidy in globalization.
At the dissolution of joint venture, Mr. Zhong (mayor of Hefei city) said “Now you are unfettered to become able to develop without restraint, it’s from now on that you are put to the test”. What did he mean “test”?
In a stiff competition with other foreign and local companies, what kind of strategy should Hitachi take?
In terms of global operation of Hitachi Construction Machinery, should they focus on Chinese operation? Or, should they diversify their operation, such as new investment in India?
June, 27 (Class 10): no class
・Some reading materials will be provided.
・This date can be used as a group project meeting.
International Marketing
July, 2 (Class 11) : International marketing (Lecture)
・Introduction to marketing strategy ,marketing 4P
・International marketing, what’s difference?
Risk factor
Localization vs scale merit
July, 4(Class 12) : International marketing (Case 3)
TMI case material: Shiseido in China
Case write-up questions
・Is China is important for Shiseido? Evaluate based on Shiseido’s domestic and global operation statistics
・List merits and demerits of operating in China, as compared to operations in US and Europe
・Characterize Shiseido’s marketing strategy in China. Take Urara as an example, and discuss its targeted customerand marketing 4P. Do they have a consistent story?
・Compare Shiseido’s marketing in China with those of US and European mega players such as l’Oreal and P&G. It is better to keep such strategy, when Shiseido competes with them in Chinese market?
Integration of global business components
July 11(Class 13) : Japanese company’s success story in India (Case 4)
TMI case material: Suzuki Motors in India
Case write-up questions
・Why do you think Suzuki has succeeded in India?
・Analyze India’s automobile market by Porter’s five force framework, and discuss Suzuki’s strategy to keep its top position.
・Suzuki has a plan to have R&D center in India. Why? Is it necessary?
・Do you have any suggestions to Mr. Osamu Suzuki, president and CEO of Suzuki, on India business?
July 16(Class 14) : Group work presentation day
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