學門類別
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Bayer MaterialScience: Opportunities in Global Value Chains (B)
內容大綱
Bayer MaterialScience (BMS), a unit of Bayer AG, is a leading provider of polycarbonate, a basic material for plastics facing rapid change in many of its downstream industries. In response to the changes in its client industries, BMS relocated the business unit headquarters for polycarbonate to Shanghai to be closer to customers and other business partners in Asia-Pacific. Case ‘A’ focuses on the laptop industry, where a large number of players influence the selection of material suppliers. BMS has to revaluate its market intelligence and its business-to-business marketing in view of changing global competition. Case ‘B’ provides insights into the consequences of relocating a division headquarters to China, and introduces the forthcoming initial public offering of BMS. BMS has to assess how to further develop its organizational structure, its partner relationships and its industrial marketing strategy under a new brand name.
學習目標
With respect to strategic decision making and the design of organizational structures to support these decisions, instructors may emphasize a subset of the following learning objectives:<ul><li>To appreciate the challenges of industries at the maturity stage of the industrial life cycle.</li><li>To identify the sources of commoditization pressures and develop strategies to deal with them.</li><li>To develop organizational structures that enable client-oriented strategies.</li><li>To analyze the impact of changes in environmental regulation on indirectly affected businesses.</li><li>To review and critically evaluate the tools of industry analysis (Porter’s Value Chain, Porter’s Five Forces framework, etc.).</li><ul>