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CASE ASSIGNMENT
As the end of his first year comes to a close, George Buckley (CEO) is evaluating his
strategic approach and its ability to drive desired results for 3M during the upcoming
year. He has asked you to prepare a report assessing strategic performance during 2006
and to make recommendations for enhancing strategic competitiveness in 2007. You
will have a 10 minute meeting with Buckley to highlight your findings, so you should
prepare 3-5 Power Point slides to provide an overview of your written report and to
summarize the results of your analysis and supporting exhibits.
Your report and overview should address the following key strategic issues:
1. Establish criteria for judging strategic performance by comparing past successes and
strategies. Use a Balanced Scorecard framework to make sure that both financial and
strategic controls are used to assess performance.
2. Define the company's core competency.
3. Determine if the company has a sustainable competitive advantage. If you determine
that a sustainable advantage exists, support your claim. If you find it lacking,
recommend actions that would secure a sustainable competitive advantage.
4. Identify any external environmental forces that have strategic implications in the
future.
5. Evaluate the success of 3M's strategy in 2006 based on the criteria identified for
judging strategic performance.
6. Evaluate 3M's Acquisition strategy.
7. Recommend an integrated and coordinated set of commitments and actions which
will exploit the company's core competencies, strengthen its competitive advantage,
and maximize value.
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3M: Cultivating Core Competency
3M: Cultivating Core Competency
Criteria for assessing strategic success can be determined by looking at the company's
historical strengths, performance, problems (weaknesses), and strategic goals. The
following table is an extensive look at the historical competencies and successes of 3M.
[This table is available on the Instructor's CD in an Excel spreadsheet, which includes a
worksheet with a blank template that can be provided for the student.]
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3M: Cultivating Core Competency
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Buckley is charged with revitalizing the company's competitive advantage and core
competency. This suggests that drawing from 3M's successful past is a critical
component to planning future strategic moves. Based on the detailed strategic analysis
above, the following strategic initiatives and internal capabilities have been instrumental
in securing past successes for 3M:
The criteria for evaluating Buckley's 2006 strategic actions should emphasize the
achievement of sustainable growth and the strengthening of core competencies and
competitive advantage.
Although detailed data for many of the following measures is not available in the case
material, suggested criteria for evaluating Buckley's strategy include:
Balanced Scorecard
Performance Measure Control Type
Sustainable Sales Growth Financial
Sustainable Profit Margins Financial
Increased Solutions to Customer Needs Strategic - Customer
Number of New Patents Internal Business Processes
Number of New Products from Customer Collaboration Customer
Sales from New Products Financial
Number of New Market Niches Served and Market Share Strategic - Customer
Markets Abandoned after Margins Prove to be Strategic - Internal Business
Unsustainable Processes
Innovation Measured by: Strategic - Learning & Growth
Achievement of 15% Rule Internal Business Processes
R&D Budget as Percentage of Sales Financial
(See New Product Measures Above)
Sales, Debt, and Related Cost Measures for Acquisitions Financial
Investments in Core Competency and Competitive Strategic - Learning & Growth
Advantage and Financial
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3M: Cultivating Core Competency
The case provides an extensive definition of 3M's core competency, which is based on its
invention and manufacturing capabilities to solve and deliver unique solutions for
industrial and commercial customers. The company's technology platforms hold together
its diverse business activities.
According to Buckley, 3M's fundamental core competency is in applying coatings to
backings, processes which were both developed internally. He identified six competitive
platforms giving 3M an edge over its competitors: low cost, scale and relative share,
customer value chain, pristine service, and premium brands.
The trend for lower margins in the U.S. market (driven by retailers and private labeling)
and price pressures in Europe can be expected to continue, emphasizing the importance
of 3M's international focus to achieve premium margins. In addition, emerging markets
offer untapped growth and niche opportunities, giving pursuits in these regions a fit with
Buckley's strategy of entering niche markets and capturing new segments.
Growth and technology trends in areas such as electronics and software,
RFID/Wireless/GPS, minerals extraction, oil and gas, food safety, border crossing and
security, and consumer electronics offer acquisition opportunities to support 3M's
strategic plan and to take advantage of extensive knowledge in adjacent technologies to
stimulate product development.
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3M: Cultivating Core Competency
Business opportunities with high growth potential are emerging in the areas of filtration,
track and trace, energy and minerals extraction, and food safety. Combined with 3M's
available adjacent technologies and the company's ability to share across segment lines,
these areas offer strategic opportunities for internal development.
Price increase and supply limitations for oil and oil-derived products will continue to
impact performance of products dependent on these inputs if price increases cannot be
passed on to the end customer.
The general environment is experiencing rapid advancements in technology. 3M's core
competency and strategy are well-aligned to this external condition, and potential
technology developments (such as nanotechnology applications in materials science and
digital technology applications) indicate continued tech-based growth opportunities for
3M in the foreseeable future.
It is also worth noting declines experienced in the personal care segment. This
observation should be taken into consideration when allocating resources and making
strategic decisions. Again, 3M's strength in industrial segments places the company in a
good position to minimize the impact of reduced opportunities and performance in the
commercial segment.
5. Evaluate the success of 3M's strategy in 2006 based on the criteria (Balanced
Scorecard) established above for judging strategic performance.
Sales Growth. Based on financial information provided in the case and 2006 financial
results, annual sales growth rates for the past 6 years are provided in the table below.
The 5-year growth rate for 3M is 7.35%.
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3M: Cultivating Core Competency
Concerns that revenue growth has stagnated to between 1% and 5% are not founded in
actual annual growth rates experienced by 3M, and expectations set between 5.5% and
8% were exceeded in 2006. However, Buckley has projected exceeding a 10% annual
growth rate by 2011, which will require an acceleration of the progress made to date. A
watchful eye should remain on sales results, but indications of strategic success are
evident.
Profit Margins.
Profit margins in the table above are calculated by dividing Income before Taxes into Net
Sales. This measure has steadily increased over the past 5 years, which shows attempts
to maintain profit margins to be successful. Despite a 49% increase in interest expense
(due to debt funding of acquisitions in 2006), Buckley's first year of margin results show
an impressive gain. His focus on high margin niches should continue to have a positive
impact on this measure of financial success.
Buckley's identification of capacity planning issues, and his attempt to improve 3M's
ability to accurately measure sales growth potential should also provide greater benefits
of scale (with greater margin results) in core product categories. This strategic action
offers the added advantage of increasing relative market share in target markets.
However, the company did miss scale opportunities (misreading demand for LCD TV's),
which indicates that additional attention to this capability is still required for success.
Solutions to Customer Needs and Serving Market Niches. For the sake of this case study,
the measurement of developing new product solutions for customer needs, serving market
niches, and innovativeness cannot be performed. Feedback in the case study indicates
that Buckley has been successful reinvigorating an engineering culture with a
technological foundation, sparking innovation, boosting morale, and stimulating
autonomous strategic behavior.
Annexure IV in the case indicates that Pending and Existing Patents are steadily rising,
with strong projections through 2011. The Sales from New Products figure is not
available in the case, but should be employed by Buckley's team using the previous
benchmark of 30-35% of sales from products new to 3M in the past 4 years. This will
provide a good measure of the successful use of technology and innovation to drive
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Divestiture and Closure. Again, without accurate numbers in the case, it is difficult to
determine whether Buckley is successfully abandoning markets when margins prove to
be unsustainable. However, with an expressed divestiture strategy, and his action to sell
the pharmaceutical business in November, 2006, it should be assumed that actions are
being taken to follow through on this strategic goal.
Invention has been specified as one of 3M's core competencies, yet the company has not
increased investments in Research and Development to stimulate sales growth. This is
probably due to acquisition investments now being made to secure radical innovations,
enter new markets, and realize gains more quickly. Investing in acquisitions (external
innovation) rather than R&D (internal development) has strategic implications for 3M
over the long run, which is discussed more fully in the section below.
Acquisitions. Detailed numbers on acquisition debt and costs are not available in the
case text, but acquisitions in 2006 matched the previous four years of acquisition activity
at 3M, and interest expense grew to $122 million from $82 million in 2005. Thus, it can
be assumed that increased investment in the company's acquisition strategy has been
incurred in an effort to quickly impact sales growth through this strategic initiative.
It was previously noted that initial sales of acquired businesses and technologies
represent less than 2% of total sales. Without investment numbers, it is difficult to assess
early return results. As the case does not highlight any acquisition problems, we can
assume that early expectations are being met.
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• grow core business through the strength of constant reinvention, stronger key
customer partnerships, customization, solving customer needs, entering niche
segments, and capturing new segments
indicate that he has likely supported these initiatives with investments in 3M capabilities
to achieve these goals. Were it not the case, the recommendation to Buckley during this
review would be to correct the oversight to increase the likelihood that implementation of
his strategy will meet with success.
The single biggest component of Buckley's strategy that requires attention is his
Acquisition strategy, primarily because it is a diversion away from the goal of tapping
core competencies to achieve growth. 3M's acquisition experience is limited, and the
company's competency at successfully acquiring technology is not yet fully developed.
The use of acquisitions to satisfy strategic goals is well-chosen. Acquisitions offer 3M a
low-risk, cost-effective way to develop new products, build technology, rapidly access
markets (particularly untapped local markets) and meet expectations for sustainable
growth. However, the success of acquisitions can be tampered by integration difficulties,
excessive debt, and the inability to achieve synergy.
3M's use of strategic licensing and investments in small technology companies that
readily "tuck in" to their existing businesses can protect the company from common
problems that interfere with successful acquisitions. This cautious approach also fits with
the company's conservative values. Targeting acquisitions to fill openings in geography
and channel capacity is consistent with the company's other strategic efforts and should
provide synergy when acquisitions are complementary to the company's core businesses
and capabilities.
Despite this well-defined and well-selected strategy, research indicates that acquisitions
do not consistently produce above-average returns, with clearly-successful acquisition
rates estimated at only 20%. 3M must include the potential costs of some acquisition
failure into its projections and continue with cautious selection of complementary
acquisition targets that are not over-priced.
In addition to identifying the correct acquisitions, success will hinge on the company's
ability to execute an effective integration process. Not an existing capability, 3M must
invest in building this core competency for a long-term acquisition strategy to be viable.
Research indicates that firms with sustained and consistent emphasis on R&D and
innovation have achieved long-term competitive advantages through successful
acquisitions. Although 3M certainly possess this emphasis, an earlier look at Research
and Development investments highlights that they have remained flat over the past 5
years.
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Recommendations
• Reconsider dual branding in upper middle markets and the extension of private
labeling. This does not fit with 3M's strategic goals, and the practice of attempting
to extend the life of dying products or segments at lower margins should be
discontinued.
Acquisition-Related Advice
Note that 3M's acquisition strategy is a change in focus for the company and comes with
some risk. It is extremely important to build competency and skill sets for a long-term
acquisition strategy to be a viable source of competitive success to 3M. In the
meanwhile, these protective measures should be taken:
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• Use realistic estimates to buffer financial expectations, taking into account possible
failure (or loss) rates along with potential upside gains.
• In short order, build skills to effectively conduct due diligence and to select healthy
target firms to acquire.
• Continue to emphasize the importance of correct acquisitions based on compatibility,
complimentary, and integration considerations.
• Direct focus onto strategic controls rather than being too focused on financial
measures.
• Pay close attention to integrating new technologies into 3M's unique lattice of
technologies and manufacturing adjacencies.
• Avoid hostile acquisitions.
• While integrating acquired businesses, be cautious about restructuring used during the
1990's. Although some structural changes may have helped to create networks that
now enhance sharing, want to avoid the risk of upsetting delicate shared networks
that provide 3M with its sustainable competitive advantage.
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Dividends
Yield 2.15%
Profit Margins
Valuation Ratios
P/E 15.24
Financial Strength
Efficiency
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3M: Cultivating Core Competency
Data Provided by Thomson Financial and available at www.3M.com.
in millions of USD
Assets
Property, Plant & Equipment, Net 5,907.00 5,593.00 5,711.00 5,609.00 5,621.00
Property, Plant & Equipment, Gross 17,017.00 16,127.00 16,290.00 15,841.00 15,058.00
Liabilities
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Notes Payable 1,390.00 580.00 757.00 883.00 884.00
Shareholder Equity
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Total Liabilities & Shareholders Equity 21,294.00 20,541.00 20,708.00 17,600.00 15,329.00
in millions of USD
Period Ended 2006 2005 2004 2003 2002
Selling, General & Admin Expenses 4,162.00 4,631.00 4,332.00 4,132.00 3,724.00
Net Income Before Extra Items 3,851.00 3,146.00 2,990.00 2,403.00 1,974.00
Extra Items & Disc. Ops. n/a -35.00 n/a n/a n/a
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