Global Challenges in Business Capstone

所在平台: Coursera

课程主页: https://www.coursera.org/learn/global-challenges-business-capstone

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课程简介

全球商业挑战顶点课程总结 课程名称：全球商业挑战顶点课程 概述：本课程是“全球商业挑战”专项的顶点课程，通过实际商业案例的分析，结合专项内所有课程的学习内容，帮助学生制定一项针对全球利益相关者的商业计划，以便引入新产品。学生将以全球公司的视角分析实际商业情境，并为特定地区（根据学生的居住地或其他考虑）制定全球利益相关者参与计划。 课程大纲： 第一部分：模块1 - 顶点概述与公司分析 本模块欢迎学生加入全球商业挑战顶点课程，探讨“全球”在当今商业环境中的重要性。课程将带你前往中国青岛，和行业合作伙伴Doublestar合作，帮助其拓展海外市场，通过实际项目，学生将整合专项中其他课程的概念，学习企业进入外国市场的框架与工具。 第二部分：模块2 - 国家选择 在该模块中，学生需要分析两个国家（例如美国和其他选择的国家），评估它们作为Doublestar目标市场的吸引力，比较市场规模、增长率、市场趋势和竞争环境，最终选择一个最佳进入市场的国家，并提供具体理由。 第三部分：模块3 - 客户理解 本模块深入目标国家，了解客户偏好及其对Doublestar产品的需求。通过使用STP框架和问题树工具识别目标客户群体，并进行深入研究（包括访谈和调查），学生将能够帮助Doublestar更好地定位以吸引这些客户。 第四部分：模块4 - 进入策略 学生将专注于进入目标市场的策略，利用之前的研究数据，决定Doublestar应采取何种市场进入方式，识别潜在的市场合作伙伴和销售途径，确保其建议与Doublestar的优势和目标相符。 第五部分：模块5 - 企业责任 本模块探讨企业在环境和社会责任方面的角色，关注每年生成的几亿条废旧轮胎所带来的影响，强调成功企业不仅要考虑财务利益，还需关注对社会和环境的影响。 第六部分：模块6 - 最终反思 学生将在最后一个模块中进行反思，这一过程对于加深理解和提升学习效果至关重要。通过回答具体的反思题目，学生将思考如何将课程中学到的知识应用到自身的职业领域。 总之，本课程通过实际的商业挑战，促进学生对全球市场的理解，培养其分析、策略制定和社会责任意识的能力。

课程大纲

Part: 1

Title:Module 1: Capstone Overview & Company Analysis

Description:Welcome to the Global Challenges in Business Capstone course! In today’s business world, “global” is all around us. There are very few industries and companies today that are not connected to foreign businesses in some way, whether that’s through suppliers, manufacturers, service providers, customers, employees, partners, or some other affiliation to a foreign country. This capstone was designed for those who enjoy learning-by-doing. In this course, you will travel “with” us to Qingdao, China where we spent time with our industry partner, Doublestar. Your work is to help Doublestar expand its business overseas. They are interested in your ideas and recommendations. Your project in this course is not just a case to solve a challenge that was already solved 10 years ago. This is meeting a real need in real time. Through this process, you will integrate the concepts from the other courses in this specialization. You will learn a framework for helping businesses expand to a foreign market. The framework and tools you use here apply to any business. I hope that this will not only be an awesome learning experience, but that you will put this into practice at some point in your own career.

Part: 2

Title:Module 2 Country Selection

Description:In this module, you will analyze two countries, assess their comparative and absolute attractiveness as a target for Doublestar, and determine which of the two Doublestar should enter.The two countries you will analyze are the United States and one other country of your choice. Once you have the two countries selected, you will study and compare these two countries and determine the attractiveness of each. You will need to refer to Chapter 5.2 in the Fundamentals of Global Strategy textbook and also conduct your own research.In your analysis, you will compare the countries based on market size, growth rate, market trends, and competitive landscape. Based on your research, you then need to choose which of the two countries Doublestar should enter, and give a compelling reason as to why that country is the best choice.

Part: 3

Title:Module 3 Customer Understanding

Description:In this module you dive deeper into your target country and learn more about the customers who will buy Doublestar’s products. You will gain an understanding of the customers in terms of what tires they prefer, how they look at features, benefits, and pricing of the tires, where they buy their tires, and especially what value they hope to get from their tires. Using the STP framework and the Problem Tree tool, you will identify the segments of tire customers and choose which ones to focus on. You will help Doublestar position itself to attract these customers. In addition to the macro research, you will conduct more in-depth research through interviews and a survey. With these results, you will develop a problem tree to demonstrate that you can put yourself in the shoes of the customer and understand their needs. This knowledge will be necessary for Doublestar to be successful in its launch in the new market.

Part: 4

Title:Module 4 Entry Strategy

Description:In this module, you will focus on your entry strategy into the target market. You know which country to enter, what the competitive landscape looks like, which customer segment is most promising, and how the customers think and what they value. Now you need to figure out how to get Doublestar’s tires into the customers’ hands. In the Global Strategy course, you learned about six potential modes of entry. Based on your research up to now, you need to decide which of these modes, or some combination of them, Doublestar should pursue. You will then identify potential go-to-market partners and potential ways to distribute Doublestar’s tires.Your recommendations for this assignment will need to be relevant to Doublestar’s strengths and to their goals, and will require a good understanding of the target market and customers. Good luck!

Part: 5

Title:Module 5 Corporate Responsibility

Description:Currently, nearly 300 million scrap tires are generated globally each year. That’s a lot of rubber going to waste! Successful companies focus not only on their financial bottom line, but also on the impact they have on society and on the planet.

Part: 6

Title:Module 6 Final Reflection

Description:Reflection is a critical step of the learning process. In fact, reflecting not only helps you remember what you learned, but it also has the potential to help you learn new things. Reflecting leads to new intellectual connections, often called “aha moments,” where you see the material in a new light; where it makes sense in some new way, and where you can see how it applies directly to you. In this final assignment, you will answer specific “prompts” that will help you reflect on what you have learned in this course. These prompts will also help you to think about how to apply lessons from this course to your own field of work.

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