How Winners Make Choices (Kiezen voor Winst) - How to Make Strategic Choices, Inspired by Case Studies: Caesar Group
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How Winners Make Choices (Kiezen voor Winst) - How to Make Strategic Choices, Inspired by Case Studies: Caesar Group
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How Winners Make Choices (Kiezen voor Winst) - How to Make Strategic Choices, Inspired by Case Studies: Caesar Group
- 1. HOW TO MAKE STRATEGIC CHOICES, INSPIRED BY CASE STUDIES: CAESAR GROUP A source of inspiration for companies with ambition| www.howwinnersmakechoices.com
- 2. A New Pricing Model For Restaurants Inspired By Theater And Opera HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 3. Inspire1 HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 4. Document Solutions From Cases2 HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 5. Develop Your Analog Solution3 HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 6. Validate Suitability of Solution4 Does the solution suit us? Does it solve the problem? Does it cause other problems in our organization? HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 7. Making Analogies with Case Studies My Problem Source of Inspiration: Problem My Solution Source of Inspiration: Solution Step 1 Step 3 Step 2 Step 4 Document Solutions from Cases Search for Analogous Problem Define Analogous Solution Validate: Does Solution Solve Problem? HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 8. How Was Caesar Group Inspired by Casestudies HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 9. Caesar’s Problem: Basic Service And Premium Service Under One Brand And One Sales Organization Caesar Experts Time-Value Projects HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 10. Analogous Problem: Toyota As A Source of Inspiration Option 2: Two Brands, Two Dealerships Option 1: One Brand, One Dealership HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 11. Solution: Premium Position Can Only Be Achieved With Separate Brand and Separate Dealerships HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 12. Caesar Launched New Brand For Premium Service And Separated The Sales Organization HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 13. How Did Toyota-Lexus Inspire The Caesar Group? One brand and one sales team for two different propositions Toyota Lexus Two brands and two sales teams ≠ Brands ≠ Dealers Step 1 Step 3 Step 4 Toyota solved this with Lexus as a separate brand and sales channel Toyota had an analogous problem Caesar should set up two brands and two sales teams This solution would solve the problem for us Step 2 HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
- 14. HOW WINNERS MAKE CHOICES A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION HOW TO MAKE STRATEGIC CHOICES, INSPIRED BY CASE STUDIES: CAESAR GROUP
Notas del editor
- Welkom bij een van onze webinars voor het boek kiezen voor winst. In deze webinar staat de luchtvaartindustrie centraal, in het bijzonder zullen we ons richten op Brussels Airlines dat voor een aantal strategische keuzes staat.
- Chef Grant Achatz, of the restaurant Next, has developed a new pricing model based on inspiration from theater, opera and aviation.
- In step 1, you analyze the core of your problem and you go looking for inspiration in situations where decision makers had an analogous or similar problem to solve. Inspiration can be found, among other things, by reading newspapers like the New York Times, The Washington Post, etc. In the quest for inspiration it’s good to share the decision problem with others. This can be within your own team or company, but of course you also use your network outside of the company, by asking them the question: "Do you know companies that once faced the same problem or dilemma?” Useful contacts for this purpose are those with similar functions or professors at business schools. Especially the latter draw upon a wide range of case studies. They also, and often exclusively, have access to all the details of case studies prepared by leading business schools such as Harvard, IESE, IMD and Kellogg, because they use them in their teaching. Many business schools also offer companies trainees from their MBA programs, who are skilled in studying a wide variety of case studies. They can also be a useful source of inspiration.
- In step 2, you document the solution adopted adopted by the the company that inspired you in the first phase. In comparison to step 1, you will immerse yourself much more in step 2 in the similarities and differences between your decision context (problem and solution) and the decision context of the company that was confronted by a similar problem. You try to figure out in detail why the decision made by the decision makers was successful or not so successful in this case. The answer to the why question allows you to better understand cause and effect and to reflect upon the appropriateness of such decisionsbst t in your own context. You can also best take step 2 with an internal team on your side, make sure there are a few critical people your company involved. The experts who suggested, sometimes superficial, (useful) casestudies in step 1 can be a good source of in-depth knowledge about the solution. In addition, the Internet offers you an incredible amount of information, once you know what you are exactly looking for. So once you know that the decision context X of company Y appears be similar to your context, Google will typically will easy access to more information.
- In step 3 you take a creative step. After you have identified similar cases and documented their decision-making context and solution, it's time to return to your own problem or dilemma with what you have learned. You can now infer the potential solutions from each of the case studies. This requires you to translate the solution of the case to your own context. A successful translation often requires adaptations. Every adjustment will probably offer different directions. A major strength of the inspiratory phase lies in generating a large amount of variations of solutions. Ideally, you generate, in this last step of the inspiration phase, as much as possible. So per case study you do not define one potential solution to your problem, but as much as you can, each inspired by the case. It is recommend to use some creative brainstorming tools during this stage. Do not hesitate to unite different groups of employees to let them brainstorm possible solutions, while drawing inspiration from the case studies identified by your team. You could use a facilitator for this, who explains both the business problem and the inspiring casestudy.
- In step 4, you make sure the solution you have derived from the inspiration phase actually solves your problem. You're now very deeply entrenched in the company that previously faced a problem similar to yours. Also you understand the solution that this company implemented perfectly. By now it’s also not inconceivable that you are so entrenched in the solution of that company, that you do not realize that this isn’t the right solution for your problem. Therefore a verification step is meaningful. Does this solution fits well with us? Does it actually solve the problem? Doe it cause other problems in our organization?
- Summarized, you may find inspiration from case studies by using the following 4 steps. Search analogous problem Document inspiration …
- Let's see how Caesar used case studies to find possible solutions for an important strategic questions they were facing.
- Caesar's problem, they offered customers two different services within the same brand and sales organization. - On the one hand Time-Value Projects which offered valuable project management expertise for customers who found it very important that an IT project was completed on time and within the defined budget. This service was unique and offered for a relatively high price. - On the other hand, the secondment of IT staff (Caesar Experts), who are supervised by the customer, which was regarded as a commodity by customers and was thus offered for a relatively low price. While the Caesar Group considered Time-Value as its business on the long term, it needed Caesar Experts to survive in the short term. However, because Caesar sold both services under the same brand name with the same team of sales reps and used the same IT staff, some thing were going wrong. The Caesar brand did not support the premium price position of the Time-Value offering. Caesars sales team did not have the the right skills to sell the Time-Value proposition and rather sold Caesar Experts because it was able to book revenue faster this way.
- The inspiration phase led Caesar to companies from other sectors that had already solved a similar problem. One of these examples comes from the automotive industry, where volume brand Toyota managed to gain a position in the premium market on the long run. However, they did so in fundamentally different way. While Volkswagen sold its premium cars, such as Touareg and Phaeton, under its own brand, Toyota Lexus continued as a separate brand with its own dealer network in the market. The movement of Volkswagen under its own brand to the luxury class is generally regarded as a failure, while Toyota's Lexus strategy is considered as a success.
- By analyzing the success of Toyota with Lexus and the failure of Volkswagen, Caesar concluded that they could only acquire a premium position by using separate brands and separate dealerships.
- Based on several case studies, including Toyota Lexus, Caesar gathered a number of potential solutions to their own problem. They had two things in common. First, both services had to get a separate brand name. Secondly, both services had to be sold by different sales teams. Finally Caesar examined whether these solutions solved the problem. Separate brands enabled Time-Value, which would eventually be called Garansys, to stand out from competitors and acquire a real premium position. An independent position in the group structure would also allow Garansys to spread its wings and continue to grow - which it did effectively. The ambiguity in the organization and confusion on the market by operating under the same brand name with the same team disappeared.
- Overall, in Toyota Caesar found a company with a similar problem. Toyota’s solution, introducing a new brand Lexus. Proved successful. Caesar deducted that the solution to their problem, was the introduction of two brands and two sales teams. This solution eventually effectively solved Ceasar’s problem.
- Thank you for your attention. We hope that this webinar will help you make to start making choices like a winner.