Question 1: EDF and international energy markets:
EDF is a listed company which remains 85% owned by the French government. It is a leading energy developer and has grown from its home market (France) to be active within Europe and globally in energy generation including renewable energy, nuclear energy, transmission and supply.
Produce a report which analyses EDF’s profitability and performance from 2004 to the present. Analyse the advantages and risks of operating in several geographical markets in several energy areas using a PESTEL framework. In your view, is EDF likely to sustain its performance? What are the limitations of PESTEL for strategic analysis?
You will need to illustrate your answer with some data and trends from 2004 to the present and demonstrate skills of accessing, selecting and using evidence to make your points.
Question 2: Explanations of Tesco’s performance
Tesco has seen the worst sales performance in decades, and its market share fell to 28.7% in the UK in April 2014. Analyst explanations (see https://www.theguardian.com/business/2014/jun/04/tesco-results-what-the-analysts-say) include loss of brand identity, failing to position on price, on-line and convenience shopping, and its undifferentiated 482 superstores.
How far do positioning views of strategy, including Porter’s ideas on industry attractiveness and generic strategies, explain the changing performance of Tesco in comparison to its competitors? You will need to illustrate your answer with some data and trends from 2004 to the present and demonstrate skills of accessing, selecting and using evidence to make your points.
Question 3: Google and the ability of resource-based strategy theory to explain its performance
Produce a report to assess the performance and profitability of Google since 2004 to the present, noting the main strategic moves and contribution to the company from its different activities. Do you think that ideas from the resource-based view of strategy fully explain Google’s success? You will need to illustrate your answer with some data and trends from 2004 and demonstrate skills of accessing, selecting and using evidence to make your points.
Question 4: Cartels and product characteristics
The table below shows the distribution of the cartel cases prosecuted by the European Commission under the 2006 Penalty Guidelines by industry.
Industry Cartels % Commission Decisions
Industrial Inputs 10 45 Candle Waxes, Car Glass, Flat Glass, Marine Hoss, Power Transformers, Heat Stabilisers (Tin Stabilisers and ESBO/ester), DRAM, Prestressing Steel, LCD
Chemicals 7 32 Sodium Chlorate, Aluminium Fluoride, E.ON & GDF, Chloroprene Rubber, Synthetic Rubber, Calcium Carbide, Animal Feed Phosphates
Food 1 5 Bananas
Shipping 1 5 Airfreight
Services 3 14 International Removal Services, Bathroom Fixtures and Fittings, Professional Videotapes.
Source: Veljanovski, C. (2010), “European Cartel Fines under the 2006 Penalty Guidelines. A statistical analysis.”, Case Associates.
In light of the information in the table, write a report about how product characteristics affect the likelihood and duration of a Cartel.
Which other factors determine cartel success? Discuss, using real examples.
Information about the cartel cases prosecuted by the European Commission can be found on the web page:
https://ec.europa.eu/competition/cartels/cases/cases.html
You will need to demonstrate skills of accessing, selecting and using evidence to make your points.