TopSteel: swimming sustainably in the blue metal ocean
Publication date: 13 August 2021
Issue publication date: 13 August 2021
Abstract
Learning outcomes
This paper aims to enable students craft a winning corporate strategy applicable for organizations in various contexts. The practical approach consists of conducting scenario planning based on internal and external environment analysis, identifying the winning factor, proposing an implementation strategy of entry and exit strategies, and future customers, and evaluating matching of business ethics and legality.
Case overview/synopsis
Wesley Chen, the executive director and group chief executive officer, has the ultimate challenge of leading his management team to operate from a sole proprietorship management style to a listed large company in the Malaysian Stock Exchange. He identified the gap in the need to craft a winning corporate strategy for business sustainability. The corporate strategy should address expansion of their service offerings and needs to be carefully crafted to suit TopSteel’s risk appetite and overall business strategy. The strategy must also consider the internal and external factors that TopSteel faced with, identify the core competency of TopSteel, build in strategic agility in the implementation plans to address the dynamic business landscape, and most importantly ensure the corporate strategy must be in compliance to ethical and legal standards. The case study documents the one year of transition of TopSteel’s operations with a strong focus on the strategic management process direction for a winning OEM+ model through the use of SWIM concept.
Complexity academic level
This case is suitable for undergraduate or postgraduate programs or even executive courses in strategic management.
Supplementary materials
Teaching Notes are available for educators only.
Subject code
CSS 11: Strategy
Keywords
Acknowledgements
The authors wish to acknowledge the support of the supervisors and peer reviewers who have significantly contributed towards the case, and our colleagues Ms. Chee Lean Imm (Kathleen), Mr. Loo Kun Meng, and Dr. Jignyasu Prafulla Joshi. Last but not least, this case would not have materialized without the support of Dato’ Ng Chai Eng, Ms. Ng Sze Yen and Mr. Ng Chin Liang, and the company they are working now.Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Kong, S.M., Muthuveloo, R., Chan, J.I.L. and Teoh, A.P. (2021), "TopSteel: swimming sustainably in the blue metal ocean", , Vol. 11 No. 2. https://doi.org/10.1108/EEMCS-09-2020-0328
Publisher
:Emerald Publishing Limited
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