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Tutorial 1: The Business Environment - Week 1A. Lecture: (10 min)
- Introduction to the economic science (slide 1 – 4)
- The business relevance of economic science (slide 5 – 7)
Assignment 1: Business Environment
Watch the video: http://www.youtube.com/watch?v=S0ZLq1Dg_g0
1. What is meant with a non market strategy?
2. Do you know companies that have (or had) a successful non-market strategy? Shell
3. What is needed to have a successful non-market strategy?
4. What are the differences between the market and the non-market environment?
Market environment is direct where company has direct influence, non-market is
indirect business environment and company can only exert little influence
5. Categorize the following actors in market and non-market:
Customers, Society, Suppliers, Shareholders, Government, Public Opinion, Lobby
groups, Management, Citizens, Commercial Bank, Central Bank, Trade Unions, Non-
government organizations.
Customers Market Non-market
Society Customers Society
Suppliers Suppliers Government
Shareholders Shareholders Public
opinion Government Management
Lobby/interest groups
Commercial Bank Citizens
Public opinion Rival firms Trade unions
Lobby/interest groups Employees Central Bank
Management NGOs
Citizens
Banks and other financiers Media
Central Bank
Chambers of
commerce
Trade unions Citizens Industry
associations
Non-government organizations
Media
Chambers of commerce
Industry associations
Rival firms
Employees
, Assignment 2: Friesland Campina – Strategy and Business Environment
Watch the video: http://www.youtube.com/watch?v=_vIVhX5qPyc
1. FrieslandCampina is a merged company. Name a couple of advantages of a merger.
Less competition
Lower cost (economies of scale)
Broader assortment resulting in a more stable turnover.
More opportunities for innovation because of the financial possibilities.
In contrast to most other multinational companies FrieslandCampina is not a
shareholding company but has chosen for a cooperative organization form.
2. What are the most important goals from the strategy Route 2020 of
FrieslandCampina?
Growth in emerging markets South East Europe, Africa, Asia, Middle East
Growth in baby food (in emerging markets)
Growth in business to business markets
Produce climate neutrale etc.
3. What megatrends play an important role in the business environment of
FrieslandCampina?
Globalization
Consumer trends healthy food,
fancy dairy drinks
Volatile consumer markets (milk prices)
4. Rank (in a graph; 2 axis) the megatrends in terms of impact and certainty for
FrieslandCampina.
5. Name 4 other (mega)trends that are relevant for FrieslandCampina and place them in
the graph.
B. Lecture: (10 min)
- Introduction to scenario planning (slide 8 – 10)
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