Applied Strategy Class
Adjunct Professor Max Lapin 2020 Class Timeline
Feb 8 Feb 22 Mar 7 Mar 21 Apr 18 Apr 25
Intro Two banks Two M&M Two retail Two digital Two cellular stories stories stories stories networks Strategy compared compared compared compared compared framework
Case Tinkoff vs MMK vs Magnit vs Yandex vs MTS vs VIP example re Sber Severstal X5 Mail.ru MoEx
Multiple Midterm Final exam choice test case
maxlapin.com 1 BRM class was about the value chain Corporations have value chain organizational blocks that use models and research to take decisions
Purchasing Operations Sales
• Category management • Production planning • Pricing decisions • Total Cost of Ownership • Maintenance mgmt • Volumes delivery • Tender process • Ongoing improvement • Product PnLs HR & Strategy Invest-s Marktng Finance career • Value chain • Valuation • Market size • Reporting • Selection • Alternatives • Capex • Channel • Analysis • Talent mgmt • Prioritization Planning Selection • Value • EVP • Capital • Funnel and management • Career Structure Conversions choices maxlapin.com 2 Applied Strategy Looks Into Value Chain Advantages To Understand The Winners Key questions Usual sources Step 1. Do Basic What it does, what are the Annual reports and the Research assets, what is the history press
Step 2. Find Its What are the resources, Investor presentations and Value Chain key processes and results own research
Step 3. Understand What is the market size, B2C. B2B sites. Its products what is the customer value IFRS products notes.
Step 4. Find the How does the value chain IFRS notes, financial Money make money from products models, analyst coverage
Step 5. How It Why the company survived Strategy presentations and Beats Competitors and will survive earnings call minutes maxlapin.com 3 Step 1. Do Basic Research …may easy take an hour or more…
‘About’ section of the website https://www.moex.com/s348 http://fs.moex.com/files/8610
‘Annual report’ download https://www.moex.com/s1354
Newsfeed ‘bout the company
maxlapin.com 4 Step 2. Find Its Value Chain …or draw it yourself… ‘Investors’ section of the website https://www.moex.com/en/exchange/ investors.aspx
‘Strategy’ section of the website
maxlapin.com 5 Step 3. Understand Its Products
See for yourself
Download the apps
See the customer feedback https://smart-lab.ru/
Find what the customers rage and vent about
maxlapin.com 6 Step 4. Find The Money
Get the PnL https://www.moex.com/s1355
See the products notes in the reporting
Find the segment note if any
maxlapin.com 7 Step 5. How It Beats Competitors
Read ‘About’ the history one more time
Look up the competitors websites & data
Sum it all up maxlapin.com 8 Answer the control questions • How far and why Vertical • Now vs past integration • Future vs now
• Got wider Product range • Got narrower • Why so
• How big is the market size Customer • Does it grow faster or slower than economy base • Can it disappear • Is it profitable Money • Why so • Getting better or worse
• Who are they Competitors • Where are they • Can they win in a foreseeable future maxlapin.com 9 Homework = get ready for the next class …please mind, it takes an hour easy… Research Tinkoff and Sber. Be ready for class to handle the questions below • What Tinkoff has that Sber does not Vertical • What Sber has that Tinkoff does not integration • Why is so
• Fundamental differences Product range • Why
• Who got whom Customer • Where is the growth base • Who wins • Who is profitable Money • What is the driver of the profitability • Which product / segment is the money generator • Do they compete Competitors • Who are the competitors for them as well • Who is stronger maxlapin.com 10 Class Timeline
Feb 8 Feb 22 Mar 7 Mar 21 Apr 18 Apr 25
Intro Two banks Two M&M Two retail Two digital Two cellular stories stories stories stories networks Strategy compared compared compared compared compared framework
Case Tinkoff vs MMK vs Magnit vs Yandex vs MTS vs VIP example re Sber Severstal X5 Mail.ru MoEx
Multiple Midterm Final exam choice test case
maxlapin.com 11 Step 1. Do Basic Research on Sber
maxlapin.com 12 Step 2. Find Its Value Chain @ Sber
maxlapin.com 13 Step 3. Understand its products @ Sber
maxlapin.com 14 Step 4. Find The Money @ Sber
maxlapin.com 15 Step 5. How It Beats Competitors @ SBER
maxlapin.com 16 Step 1. Do Basic Research on Tinkoff
maxlapin.com 17 Step 2. Find Its Value Chain @ Tinkoff
maxlapin.com 18 Step 3. Understand its products @ Tinkoff
maxlapin.com 19 Step 4. Find the money @ Tinkoff
maxlapin.com 20 Step 5. How It Beats Competitors @ Tinkoff
maxlapin.com 21 Answer the control questions • How far and why Vertical • Now vs past integration • Future vs now
• Got wider Product range • Got narrower • Why so
• How big is the market size Customer • Does it grow faster or slower than economy base • Can it disappear • Is it profitable Money • Why so • Getting better or worse
• Who are they Competitors • Where are they • Can they win in a foreseeable future maxlapin.com 22 Homework = get ready for the next class …please mind, it takes an hour easy… Research MMK and Severstal. Be ready for class to handle the questions below • What MMK has that Severstal does not Vertical • What Severstal has that MMK does not integration • Why is so
• Fundamental differences Product range • Why
• Who got whom Customer • Where is the growth base • Who wins • Who is profitable Money • What is the driver of the profitability • Which product / segment is the money generator • Do they compete Competitors • Who are the competitors for them as well • Who is stronger maxlapin.com 23 Class Timeline
Feb 8 Feb 22 Mar 7 Mar 21 Apr 18 Apr 25
Intro Two banks Two M&M Two retail Two digital Two cellular stories stories stories stories networks Strategy compared compared compared compared compared framework
Case Tinkoff vs MMK vs Magnit vs Yandex vs MTS vs VIP example re Sber Severstal X5 Mail.ru MoEx
Multiple Midterm Final exam choice test case
maxlapin.com 24 Step 1. Do Basic Research on MMK
maxlapin.com 25 Step 2. Find Its Value Chain @ MMK
maxlapin.com 26 Step 3. Understand its products @ MMK
maxlapin.com 27 Step 4. Find the money @ MMK
maxlapin.com 28 Step 5. How To Beat Competitors @ MMK
maxlapin.com 29 Step 1. Do Basic Research on Severstal
maxlapin.com 30 Step 2. Find Its Value Chain @ Severstal
maxlapin.com 31 Step 3. Understand its products @ SVRSTL
maxlapin.com 32 Step 4. Find the money @ Severstal
maxlapin.com 33 Step 5. How To Beat Competitors @ SVRST
maxlapin.com 34 Answer the control questions • How far and why Vertical • Now vs past integration • Future vs now
• Got wider Product range • Got narrower • Why so
• How big is the market size Customer • Does it grow faster or slower than economy base • Can it disappear • Is it profitable Money • Why so • Getting better or worse
• Who are they Competitors • Where are they • Can they win in a foreseeable future maxlapin.com 35 Homework = get ready for the next class …please mind, it takes an hour easy… Research X5 and Magnit. Be ready for class to handle the questions below • What X5 has that Magnit does not Vertical • What Magnit has that X5 does not integration • Why is so
• Fundamental differences Product range • Why
• Who got whom Customer • Where is the growth base • Who wins • Who is profitable Money • What is the driver of the profitability • Which product / segment is the money generator • Do they compete Competitors • Who are the competitors for them as well • Who is stronger maxlapin.com 36 MidTerm Assignment
Up to date we have studied 5 companies. MoEx, Sber, Tinkoff, MMK and Severstal
Create a one-pager write-up summary on any one of these companies with:
The value chain map as per framework we used. Draw it.
And then answer the five questions:
• What is happening to the vertical integration? Before, now and then. • How wide is the range of products and why? • Who are the customers? How are they changing? • Where are the money? What products or segments generate profits? • And finally, identify how the company beats competitors.
The write-up should be limited to the one-pager format with your name and class # on it. Please do not forget to do that as in the last class there have been some cases.
• The rough format is enclosed further: maxlapin.com 37 Class Timeline
Feb 8 Feb 22 Mar 7 Mar 21 Apr 18 Apr 25
Intro Two banks Two M&M Two retail Two digital Two cellular stories stories stories stories networks Strategy compared compared compared compared compared framework
Case Tinkoff vs MMK vs Magnit vs Yandex vs MTS vs VIP example re Sber Severstal X5 Mail.ru MoEx
Multiple Midterm Final exam choice test case
maxlapin.com 38 Step 1. Do Basic Research on Magnit
maxlapin.com 39 Step 2. Find The Value Chain @ Magnit
maxlapin.com 40 Step 3. Understand its products @ Magnit
maxlapin.com 41 Step 4. Find the money @ Magnit
maxlapin.com 42 Step 5. How To Beat Competitors @ Magnit
maxlapin.com 43 Step 1. Do Basic Research on X5
maxlapin.com 44 Step 2. Find The Value Chain @ X5
maxlapin.com 45 Step 3. Understand its products @ X5
maxlapin.com 46 Step 4. Find the money @ X5
maxlapin.com 47 Step 5. How To Beat Competitors @ X5
maxlapin.com 48 Answer the control questions • How far and why Vertical • Now vs past integration • Future vs now
• Got wider Product range • Got narrower • Why so
• How big is the market size Customer • Does it grow faster or slower than economy base • Can it disappear • Is it profitable Money • Why so • Getting better or worse
• Who are they Competitors • Where are they • Can they win in a foreseeable future maxlapin.com 49 Homework = get ready for the next class …please mind, it takes an hour easy… Research Yandex and Mail.ru. Be ready for class to handle the questions below • What Yandex has that Mail.ru does not Vertical • What Mail.ru has that Yandex does not integration • Why is so
• Fundamental differences Product range • Why
• Who got whom Customer • Where is the growth base • Who wins • Who is profitable Money • What is the driver of the profitability • Which product / segment is the money generator • Do they compete Competitors • Who are the competitors for them as well • Who is stronger maxlapin.com 50 Class Timeline
Feb 8 Feb 22 Mar 7 Mar 21 Apr 18 Apr 25
Intro Two banks Two M&M Two retail Two digital Two cellular stories stories stories stories networks Strategy compared compared compared compared compared framework
Case Tinkoff vs MMK vs Magnit vs Yandex vs MTS vs VIP example re Sber Severstal X5 Mail.ru MoEx
Multiple Midterm Final exam choice test case
maxlapin.com 51 Step 1. Do Basic Research on Yandex
maxlapin.com 52 Step 2. Find The Value Chain @ Yandex
maxlapin.com 53 Step 3. Understand its products @ Yandex
maxlapin.com 54 Step 4. Find the money @ Yandex
maxlapin.com 55 Step 5. How To Beat Competitors @ Yandex
maxlapin.com 56 Step 1. Do Basic Research on Mail.ru
maxlapin.com 57 Step 2. Find The Value Chain @ Mail.ru
maxlapin.com 58 Step 3. Understand its products @ Mail.ru
maxlapin.com 59 Step 4. Find the money @ Mail.ru
maxlapin.com 60 Step 5. How To Beat Competitors @ Mail.ru
maxlapin.com 61 Answer the control questions • How far and why Vertical • Now vs past integration • Future vs now
• Got wider Product range • Got narrower • Why so
• How big is the market size Customer • Does it grow faster or slower than economy base • Can it disappear • Is it profitable Money • Why so • Getting better or worse
• Who are they Competitors • Where are they • Can they win in a foreseeable future maxlapin.com 62 Homework = get ready for the next class …please mind, it takes an hour easy… Research MTS and VIP. Be ready for class to handle the questions below • What MTS has that VIP does not Vertical • What VIP has that MTS does not integration • Why is so
• Fundamental differences Product range • Why
• Who got whom Customer • Where is the growth base • Who wins • Who is profitable Money • What is the driver of the profitability • Which product / segment is the money generator • Do they compete Competitors • Who are the competitors for them as well • Who is stronger maxlapin.com 63 Class Timeline
Feb 8 Feb 22 Mar 7 Mar 21 Apr 18 Apr 25
Intro Two banks Two M&M Two retail Two digital Two cellular stories stories stories stories networks Strategy compared compared compared compared compared framework
Case Tinkoff vs MMK vs Magnit vs Yandex vs MTS vs VIP example re Sber Severstal X5 Mail.ru MoEx
Multiple Midterm Final exam choice test case
maxlapin.com 64 Step 1. Do Basic Research on MTS
maxlapin.com 65 Step 2. Find The Value Chain @ MTS
maxlapin.com 66 Step 3. Understand its products @ MTS
maxlapin.com 67 Step 4. Find the money @ MTS
maxlapin.com 68 Step 5. How To Beat Competitors @ MTS
maxlapin.com 69 Step 6. Bonus Data on MTS
maxlapin.com 70 Step 7. Bonus Data on MTS
maxlapin.com 71 Step 8. Bonus Data on MTS
maxlapin.com 72 Step 1. Do Basic Research on VEON/VIP
maxlapin.com 73 Step 2. Find The Value Chain @ VEON / VIP
maxlapin.com 74 Step 3. Understand its products @ VEON
maxlapin.com 75 Step 4. Find the money @ VEON / VIP
maxlapin.com 76 Step 4.1. Extra dive in VIP
maxlapin.com 77 Step 5. How To Beat Competitors @ VEON
maxlapin.com 78 Step 6. Bonus Slides on VEON
maxlapin.com 79 Answer the control questions • How far and why Vertical • Now vs past integration • Future vs now
• Got wider Product range • Got narrower • Why so
• How big is the market size Customer • Does it grow faster or slower than economy base • Can it disappear • Is it profitable Money • Why so • Getting better or worse
• Who are they Competitors • Where are they • Can they win in a foreseeable future maxlapin.com 80 Final Exam Assignment
We will have studied 6 companies more. X5, Magnit, Yandex, Mail.ru, MTS, VIP
Create a one-pager write-up summary on any one of these companies with:
The value chain map as per framework we used. Draw it.
And then answer the five questions:
• What is happening to the vertical integration? Before, now and then. • How wide is the range of products and why? • Who are the customers? How are they changing? • Where are the money? What products or segments generate profits? • And finally, identify how the company beats competitors.
The write-up should be limited to the one-pager format with your name and class # on it. Please do not forget to do that as in the last class there have been some cases.
• The rough format is enclosed further: maxlapin.com 81