The Strategist 12 Lecture - The Strategist 12 Adam...

Info icon This preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: The Strategist 12 Adam Brandenburger J.P. Valles Professor, NYU Stern School of Business Distinguished Professor, NYU Polytechnic School of Engineering Member, NYU Institute for the Interdisciplinary Institute of Decision Making Associated Faculty Member, Center for Data Science 4/25/15 21:20 h3p:// 2 4/25/15 21:22 Pictures: Wikipedia 3 Self: Reality Strength Strength Perception Weakness Opportunity 4/25/15 21:26 Weakness Threat Other: Reality Strength Strength Weakness Opportunity Perception Weakness Threat 4 What was the guiding principle behind Coke’s early moves -­‐-­‐-­‐ in the early to mid-­‐twenMeth century -­‐-­‐-­‐ to develop its business? “In arm’s reach of desire” -­‐-­‐ Robert Woodruff, CEO, 1923-­‐1955 4/25/15 21:36 References: “Cola Wars ConMnue: Coke and Pepsi in the Twenty-­‐First Century,” HBS Case 702-­‐442; www2.coca-­‐cola.com heritage Mmeline; this and the next three slides draw heavily on a conversaMon with David Collis; graphic: Wikimedia Commons 5 1905-­‐1918: Coke franchised bo3ling operaMons (a`er iniMally failing to see the potenMal) Expanded to Cuba, Puerto Rico, France, U.S. territories 1920-­‐1928: Reached 1,000 bo3lers Went with the U.S. team to the Amsterdam Olympics 1930’s: Put logo on racing dog sleds in Canada and bull-­‐fighMng arenas in Spain 1941-­‐1945: “Followed the flag” with U.S. troops around the world 1940-­‐1960: Doubled number of overseas bo3lers from mid-­‐1940’s to 1960 4/25/15 21:45 Reference: www2.coca-­‐cola.com heritage Mmeline 6 1934: Pepsi priced its 12-­‐ounce bo3le the same as Coke charged for its 6.5-­‐ounce bo3le (called the “kitchen cola”) 1940: Created first naMonally broadcast adverMsing jingle (“Pepsi-­‐Cola hits the spot/Twelve full ounces that’s a lot/Twice as much for a nickel, too/Pepsi-­‐Cola is the drink for you”) 1950s: Tracked the growth of supermarkets (introduced 26-­‐ ounce bo3les) and suburbia -­‐-­‐-­‐ Coke was slower, and faced channel conflict (?) 1958: Targeted young, fashionable consumers with the “Be sociable, have a Pepsi” theme (and replaced its straight-­‐sided bo3le with the “swirl” bo3le) -­‐-­‐-­‐ Coke could not copy without risking its ‘heartland’ image 1962: Launched its “Pepsi GeneraMon” ad campaign to post-­‐ war baby boomers 4/25/15 21:53 Reference: ; h3p:// 7 How did Pepsi compete in its early days against Coke? How did Coke react? Pepsi grew from 10 percent share in 1950 to 20 percent in 1970 4/25/15 21:58 8 Lyndon Johnson was in Houston on February 23 [1937] … when he suddenly saw, on a park bench, a copy of the Houston Post with the banner headline: CONGRESSMAN JAMES P. BUCHANAN OF BRENHAM DIES. He knew at once, he was to recall, that “this was my chance….” 4/25/15 21:16 From: The Years of Lyndon Johnson: The Path to Power, by Robert Caro, Vintage, 1990, pp.389-­‐399; images from amazon.com 9 A strategy, money, an organizaMon -­‐-­‐-­‐ these would give this unknown candidate [Johnson] a slim chance of victory against every opponent but one. Against that one opponent, nothing could give him a chance. Nothing could offset the senMmental appeal of a vote for Old Buck’s [Buchanan’s] widow.... And it began to look as if she was going to run…. So Lyndon Johnson went to see … the man who was the smartest poliMcian he had ever known…. [He] pulled up in front of the li3le white house with the “gingerbread” scrollwork and wisteria, and went into the shabby front parlor, and asked his father’s advice. Sam Johnson [Lyndon’s father] didn’t even have to think before giving it. Recalls Lyndon’s brother: “Lyndon started saying he was thinking of waiMng to see what she [Mrs. Buchanan] does, and Daddy says, “Goddammit, Lyndon, you never learn anything about poliMcs.” Lyndon says, “What do you mean?” 4/25/15 21:16 From: Caro, loc.cit.. 10 There was a tacMc, Sam Johnson said, that could make the leaders’ opposiMon work for him, instead of against him. The same tacMc, Sam said, could make the adverse newspaper polls work for him, instead of against him. It could even make the youth issue work for him. If the leaders were against him, he told his son, stop trying to conceal that fact; emphasize it -­‐-­‐-­‐ in a dramaMc fashion. If he was behind in the race, emphasize that -­‐-­‐-­‐ in a dramaMc fashion. If he was younger than the other candidates, emphasize that. Lyndon asked his father what he meant, and his father told him. 4/25/15 21:16 From: Caro, op.cit., pp.428-­‐429. 11 If no leader would introduce Lyndon, Sam said, he should stop searching for mediocre adults as subsMtutes, but instead should be introduced by a young child, an outstanding young child. And the child should introduce him not as an adult would introduce him, but with a poem, a very special poem…. That [next] night, at a rally in Henly, in Hays County, Lyndon Johnson told the audience, “They say I’m a young candidate. Well, I’ve got a young campaign manager, too,” and he called [his cousin’s son] Corky to the podium, and Corky, smacking down his hand, recited a stanza of Edgar A. Guest’s “It Couldn’t Be Done”…. The audience applauded the eager young boy, and before the applause had died down, Lyndon Johnson took off his coat, and … started in to a3ack the “thousands” … who said that just because he was behind, he couldn’t win. 4/25/15 21:16 From: Caro, loc.cit.. 12 Johan Cruyff: Totaalvoetbal “Leder nadeel heb z’n voordeel” (Every disadvantage has its advantage) 4/25/15 21:16 Image: h3p://commons.wikimedia.org/wiki/File:Bundesarchiv_Bild_183-­‐ N0716-­‐0314,_Fußball-­‐WM,_BRD_-­‐_Niederlande_2-­‐1.jpg 13 Ennio Morricone As budget strictures limited Morricone’s access to a full orchestra, he used gunshots, cracking whips, whistle, voices, guimbarde (jaw harp), trumpets, and the new Fender electric guitar, instead of orchestral arrangements of Western standards à la John Ford 4/25/15 21:16 h3p://en.wikipedia.org/wiki/Ennio_Morricone; image: Wikimedia Commons (Olivier Strecker) 14 4/25/15 22:00 15 4/25/15 22:00 16 Just as NYU’s founders chose in 1831 to move educaMon out of the ivy tower to be “in and of the city,” NYU is now “in and of the world” in a way that defines and exemplifies something that has not existed before: a global network university. 4/25/15 22:00 h3p:// -­‐global-­‐network-­‐university.html 17 4/25/15 22:00 18 ...
View Full Document

  • Spring '15
  • Adam
  • Lyndon, NYU Polytechnic School, NYU Stern School, NEW YORK UNIVERSITY STERN SCHOOL OF BUSINESS, Lyndon  Johnson

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern