CEMS Business Projects. Guidelines & Proposals

Transcription

1 CEMS Business Projects 2015 Guidelines & Proposals

2 Welcome to CEMS Business Project! 1 CEMS programme requires the realization of a compulsory business project during Term 2 which represents 50% of the workload (15 ECTS); At the Warsaw School of Economics (WSE) projects run from February to end of May (look at timeline slide 3); Attendance of all the team members is compulsory during kick-off meeting and final presentation (dates will be confirmed); Business Project is a part of the academic term during which students have compulsory classes. They are not hired by company as employees or interns (internship is a separate part of the CEMS degree); Projects will be conducted in 3-4 person teams; Project can be submitted to a confidentiality clause if required by company.

3 Win-win-win concept 2 New experiences for research, teaching and networking Solving of a real-world management problem and take advantage from the project results Company Academic Supervisor Learning of working together in multidisciplinary and culturally heterogeneous groups and get the opportunity to gain hands-on business research experience Success criteria detailed definition of project and expected results balance between professional mission and academic knowledge good communication between each part during the project

4 Remember to apply until 4th of February! 3 Application Assignment process Business Project Send to Business Projects Affairs Manager Jakub Andryszak (kuba.andryszak@cemsclub.pl) should contain: ranking for ALL projects (1 most preferred; 6 least preferred) CV in pdf or word file named: SURNAME Name CV Deadline: Tue, Feb 10 Students will be assigned to projects based on: student s preferences company s requirements previous experienced Final decisions: Thu, Feb 12 Company representative will contact students in order to arrange kick-off meeting (all team members should be there). Term beginning: Mon, Feb 16 Business Project start: early March Business Project end: end of May All team members should take part in final presentation.

5 Evaluation is based on written report and oral presentation 4 CEMS BP Academic Supervisor and a company coach supervise the project. The charge of work (similar to a half-time job), encounters calendar, intermediate reports, global timing and other practical details are defined by company and WSE s Academic Supervisor. Business Project evaluation is based on: a written report (min pages) first part; an oral presentation. Company's representative and CEMS BP Academic Supervisor will estimate the project on the written report than on the oral presentation. The Academic Supervisor is the final responsible of evaluation.

6 You will join one of six partners 5 Company providing consulting services in the field of capital transactions and development strategy. Leader on the Polish market in terms of production and sales of soft drinks. Company supports its customers in the planning, implementation and optimization of online marketing activities. Global beauty company engaged in the production and distribution of cosmetics. Consulting company, which advises major international industry and service companies as well as public institutions. Leading listed commercial property company specialized in shopping centers in European capital cities.

7 Azimutus project overview 6 Project topic How to implement the abovementioned quote in investment banking to catalyse and facilitate M&A deals? Project objective Developing an understanding of transaction universe and potential M&A deal flow, preparation of tools that successfully support M&A deals generation. Requierments Working knowledge of Microsoft Office package (especially Access, Excel and PowerPoint); ability to design IT tools; no programming skills necessary.

8 Azimutus project description (I/III) 7 Work stream #1 The aim is to design a tool with functionality to automatically generate pitchbooks for selected criteria. Pitchbook is a document used in investment banking containing brief information on acquisition targets/investors presented to potential clients (strategic buyers, private equity funds/sell-side leads) as marketing material. Student will be asked to: 1. Determine criteria to assess if a certain company should be included as an acquisition target in the pitchbook database; 2. Determine the scope of information about the acquisition targets most interesting for potential investors; 3. Collect information (determined in point 2) for selected companies (using criteria determined in point 1) in industries (only companies based in Poland); 4. Prepare a database with collected information (preferably in Access, SQL or Excel); 5. Design a tool (preferably Access-, SQL- or Excel-based) enabling to automatically generate pitchbook slides from the data collected in the database for a given query (e.g. industry); 6. Prepare teasers of 5 selected companies and present them to Azimutus. Output: database, pitchbook generating tool, teasers.

9 Azimutus project description (II/III) 8 Work stream #2 The aim is to prepare (together with Azimutus consultants) a comprehensive market report for a selected industry in Poland: market structure; description of key players; growth perspectives; key investment highlights, etc. Purpose of the report would be to attract potential investors (especially foreign ones) and ignite M&A activity in the industry. The student will support the Azimutus team in selection of the industry (criteria determination), data mining, data analysis and formulation of conclusions for potential investors. The report will be subsequently published and circulated among strategic buyers and PE funds (mainly from Western Europe). Output: market report.

10 Azimutus project description (III/III) 9 Work stream #3 The aim is to prepare a database of portfolio companies of private equity funds based in Western Europe that could be acquired by Polish companies. Students will be asked to: 1. Determine selection criteria and select ca. 10 Polish companies that could potentially go abroad (or are already there); 2. Determine target selection criteria for Polish companies (selected in point 1); 3. Select portfolio of PE-owned companies based on selection criteria (determined in point 2); 4. Determine the scope of information about the acquisition targets most interesting for potential investors; 5. Collect information (determined in point 4) for targets (selected in point 3) and prepare a database (preferably in Access, SQL or Excel) with collected information. Prepared database shall be compatible with the tool designed in Work Stream #1 (functionality of automatic generation of pitchbook slides for given query); 6. Prepare teasers of 5 selected targets and present them to Azimutus. Output: database, teasers.

11 Azimutus knowledge and skills to gain 10 Knowledge Understanding of deal origination process and marketing in investment banking; Understanding of recent trends and dynamics in M&A industry in Poland; Deep knowledge of selected industries of Polish economy; Investment strategies of Polish companies going abroad; Main concepts of corporate finance. Skills Problem Structuring; Creative thinking; Presentation skills; Preparation of argumentation supporting presented ideas; Analytical skills; Team-work.

12 Coca-Cola HBC project overview 11 Project topic How to attract the best polish student s as well as build program s participants engagement and loyalty? Project objective Prepare the recommendation for attracting students for management trainee programs (external employer branding) as well as strategy of building current participants engagement and loyalty (internal employer branding).

13 Coca-Cola HBC project description, knowledge and skills to gain 12 Project description Project should include: Market overview, management trainee programs benchmark; Market research company & program image among students (universities TBC); Recommendations how to reach target group what activities are recommended, with which organizations cooperation; Offer analysis what is and what should be offered, ideal offer recommendation; Engagement research and analysis; Recommendations for building engagement and loyalty among Management Trainees. Outouts: Analysis and benchmark, recommendations, action plans. Knowledge&Skills HR knowledge (EB, engagement building, labour market); Project management skills; Presentation skills; Team-work skills; Consulting skills; FMCG knowledge; Problems solving.

14 Marketing Wizards project overview 13 Project topic Current Trends in Online Marketing: Mobile, Video and SEO in Project objective Prepare the market research on selected online marketing areas. Requierments Working knowledge of Microsoft Office package.

15 Marketing Wizards - project description (I/II) 14 Mobile App Advertising Best advertising practices (case studies); App advertising channels; App advertising costs with global overview and specific markets as US and Poland; (CPI benchmarking, traffic cost in different channels); App developers market in Poland and their needs; Suggested market opportunities. Video Marketing Best video marketing practices (case studies, general recommendations); Video content vs. placement (what vs. where); The role of video in online marketing; Video as lead generation tool; New trends in video marketing; The current reach and size of online video advertising in the US and Poland; Online Video vs. TV general reach and advertising reach/spending; Suggested market opportunities.

16 Marketing Wizards project description (II/II) 15 SEO Long tail vs. generic searches; Social signals impact; Cheapest way to acquire high-quality links (long term); Negative SEO; Brand vs. non-brand keywords ("not provided" problem); RWD impact; Type of content (text, images, videos); SEO vs. SEM (traffic volume, costs) - short term; SEO vs. SEM (traffic volume, costs) - long term.

17 Oriflame project overview 16 Project topic Social media and digital channels opportunity for Consultants to increase sales and recruitment. Project objective To assess the current understanding and usage of social media and other digital communication channels by Consultants and recommend the tools and the most optimal working model to help Consultants to increase sales and network building capabilities. Requierments Preferably students would have understanding of digital technologies and new media communication channels, as well as have a sales and marketing interests and knowledge. Sales experience possessed by one or two students from the team would be an advantage.

18 Oriflame project description (I/II) 17 Phase #1 Analysis phase would be all about: searching the internet to find out what the Oriflame Consultants are doing now how are they using new digital media channels, including social media to increase their sales and build their selling networks; interviews with chosen consultants (approach and methodology to be agreed) to assess consultants knowledge and understanding of digital communication channels and identify gaps and knowledge deficits; searching the internet in Poland, but also in two other English speaking countries to find out what the direct sales industry standards are in the area of digital media usage for sales and recruitment purposes. Output: A current status quo conclusions with opportunities and threats identified.

19 Oriflame project description (II/II) 18 Phase #2 Brain storming, workshop and design phase to design the best digital media working model to be used by Consultants to increase sales and recruitment. This phase should also include the listing of recommendations on how to address the identified gaps in consultants knowledge and understanding, as well as on which tools/ devices and applications consultants should use. It is important that defined recommendations will allow Consultants to take advantage of new media, but would be in line with the Oriflame s values and spirit. They should also take into consideration consultants capabilities and estimated learning curve. Output: recommended strategy and working model design for Consultants to take full opportunity of digital communication channels to increase their business.

20 Oriflame final outcome, knowledge and skills to gain 19 Final outcome The final document and presentation will be delivered to Regional and Country Management and should include: Detailed summary of analytical phase conclusions; Detailed digital media usage model for Consultants; Gap analysis outcomes and the strategy to close the gap to implement a new digital media usage model (including knowledge building plan and tools that should be developed). Knowledge&Skills Planning and Organizing Skills to deliver expected results in a desired time frame; Analytical skills and effective internet search; Interviewing skills; Qualitative Analysis; Digital media usage model design; Direct Sales Industry understanding; Gap analysis; Team working skills; Communication and presentation skills.

21 Roland Berger project overview 20 Project topic Analysis of the solar and photovoltaic (PV) panels market development in Poland in the face of new regulatory changes coupled with a market entry strategy for a new distributor of solar and PV panels. Project objective Part #1 Analyze the current state and possible development of demand and supply sides of the Polish solar and PV panels market in the context of new regulatory changes and subsidies. Part #2 Create an efficient entry strategy for a start-up company planning to distribute solar and PV panels in the Polish market.

22 Roland Berger project description (I/II) 21 Part #1 Analyze the macro perspective of the solar and PV panel market (PESTEL analysis). Analyze the demand side of the market (current and future states) including: - Market segmentation in terms of customers categories (incl. NGOs and institutions); - Market size and its developments; - Regulatory mechanisms supporting solar and PV panels and its impact on product proliferation; - Types of panels used; - Price elasticity and preferred price ranges; - Required value-adding services; - Other aspects of purchasing behavior. The demand analysis has to be expanded on a survey conducted on a group of existing and potential solar panels customers. Analyze the supply side (current and future states) of the market including: - Competitors; - Distribution channels; - Substitutes; - New entrants.

23 Roland Berger project description (II/II) skills and knowledge to gain 22 CONTACT Part #2 Taking into account previous analysis, propose an entry strategy for a start-up distributor of solar panels including: Market potential for the company; Target customers; Product mix; Sourcing strategy; Pricing; Distribution channels; Promotion; Financing strategy. Outputs: Survey results in MS Excel spreadsheet; Calculations in MS Excel spreadsheet; Report in the MS PowerPoint. Knowledge&Skills Deep insights into the Polish renewable energy market; Understanding of the impact of regulatory changes on the market; Understanding of the market entry process; Analytical tools required for market analysis; Project management skills; Team-work skills; Presentation skills.

24 Unibail-Rodamco project overview 23 Project topic Impact of the online shopping on customers purchasing habits and retailers store management strategies. Project objective Analyze how the growing popularity of online shopping affects the shopping habits, e.g. choice of brands, time spent on shopping, average spending basket, frequency of visits of traditional retail stores etc. At the same time, we would like to understand also the retailers perspective and the influence of online shopping on their store management strategies, e.g. changes in visual merchandising, introduction of click & collect options, other ideas to attract customers to the stores. Requierments Working knowledge of Microsoft Office package.

25 Unibail-Rodamco project description, knowledge and skills to gain 24 Project description Students will be asked to cooperate with a marketing research agency on the results of a quantitative & qualitative study of customers shopping habits in order to analyze how those habits have changed with the introduction of online shopping. Students will also meet with retailers to understand their view on online shopping, how they operate their online stores and how it affects the way they manage their traditional stores. Last but not least, we would like to see the best strategies adopted by retailers worldwide in order to achieve successful online sales while maintaining the favorable performance of traditional stores. Outcomes: Presentation for the management team explaining the outcome of the marketing research and showing best practices adopted by retailers worldwide. Knowledge&Skills Conduct of quantitative marketing research and cooperation with marketing research agency; Insights into the retail management strategies, both online and offline; Knowledge about commercial real estate gained from the leading player in Europe.