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BUSS4 - the tutor2u 10 for 2013
14th March 2013
Each year we attempt to pick a manageable selection of businesses which enable AQA BUSS4 students to combine their Section A and Section B research.
After prolonged discussion among the team on the BUSS4 exam coaching road show tour, we’ve now come up with our suggestions for 10 firms to follow for A2 business students wanting to deepen their understanding of real businesses as they prepare for their final exam papers this summer.
The tutor2u 10 is chosen entirely subjectively, based on the following criteria:
Each entrant has to have;
Widespread media coverage
Good mix of written, audio & visual materials
An international/global dimension
Strong potential for compare and contrast
Strong connections with the AQA BUSS4 research theme for 2013
Reasonable expectation of examiner familiarity
The list is shown below, with a brief comment on the reason for selection.
New to the list in 2013, Ikea has broad application for BUSS4 but is particularly good for Section A on organisational structure. Ikea has become a global retail success story based around a distinct retail format and culture. Great for issues of leadership style too.
Another new entrant – Royal Mail has everything! Royal Mail is going through a substantial change programme that attempts to prepare it for privatisation, improve its competitiveness and respond to many competitive challenges. Moya Greene’s effectiveness in her role as the new CEO of the business should also be a feature of student research.
The relentless growth of Amazon, together with its acquisition of Zappos makes it an essential part of BUSS4 research in 2013. Amazon CEO and Founder Jeff Bezos is a great example of a leader who takes a long-term view of strategy. Zappos founder and CEO Tony Hsieh is, similarly, a great example of a leader who believes that organisational culture can be a sustainable competitive advantage.
One of our favourite case studies and still highly topical. Has Stephen Elop made the right strategic choices and can Nokia take on the ferocious competition from the likes of Apple, Google, Samsung, RIM, Sony and Huawei? Some 40,000 Nokia employees have lost their jobs since Elop took the helm in 2009; the rest are still swimming with Elop in the icy waters after jumping off that “burning platform”. However, there are now signs that Elop’s strategy may be working.
Another favourite which will not disappoint in 2013! Sony combines just about everything you might want in an A2 business studies case study. The “Apple of the 80’s” has ensured a terrible time recently. Hit by the Japanese earthquake (contingency planning; external shocks); new leadership (Kazou Hirai); heavily losses due to intense competition and the high Yen. Add in innovation (PS4, Sony Xperia) and organisational culture (“Sony must change… Sony will change” says Hirai) and you have a terrific case study for BUSS4.
A favourite for several years - surely you can’t teach A2 business without using Starbucks! Howard Schultz is everywhere explaining the turnaround story he has delivered at Starbucks. Ideal for Ansoff, Porter’s generic strategies, emerging markets, globalisation, leadership styles - the list is endless! For 2013 you can also dip into business ethics (how Starbucks was caught out with the tax avoidance scandal).
Now the UK’s biggest employer in the manufacturing sector, the Tata Group story has lots of angles and operates with a distinctive organisational structure. Tata’s takeovers of Jaguar Land Rover (successful) & Corus (less so) are good examples. Tata’s expansion into emerging markets (sometimes partnering with brands like Starbucks) is also great for international markets & globalisation). Tata’s long-term approach to strategy and investment is also a good source of compare and contrast in essay paragraph points.
Another new entrant for 2013 but undoubtedly worthy of a place. The South Korean multinational conglomerate has an aggressive growth strategy based around a "fast follower" strategy, Samsung is challenging Apple and Huawei aiming to become the global leader in consumer electronics and it looks on course to achieve that with its stunning record of new product development.
JLP’s distinctive and highly successful business model is a great example for BUSS4 students and the JLP strategy and culture is perfect for building compare and contrast points. JLP has a bonus culture – but very different from those that have criticised in the banking and financial services industry!
Each year we pick a research case study which is a “dark-horse” (and may not have strong examiner familiarity) but which is a compelling example for Section A and good for Section B. Southwest Airlines – the world’s most successful low-cost airline – is our choice. An amazing example for organisational culture (Southwest has a distinctive “employee-centric” culture) and great too for leadership and strategic direction/competitive advantage. Look out for resources which feature Southwest Airlines founder Herb Kelleher.