Amyris Bioechnologies Case Study

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Student Self-administered case study

The internal environment ‐  THE STARTING POINT FOR  STRATEGY FORMULATION Case summary:

Case duration (Min): Strategic Management (SM) Organizational Behaviour (OB) The internal environment Organization culture

45-60

Worldwide
Business success can be realized by focussing on the organization, rather than the external business environment.  Aside from a need to be aware of the external environment, the manager must also know the internal business  environment –managers need to understand the strengths ad weaknesses of their organizations; they need to  leverage resources. In order to do this they must know what they are and how they contribute to value creation and  goal attainment.

There are two film clips  associated with this case;  the second focuses on  corporate culture and can  be used to supplement  discussions.

Learning objectives:
Understand the significance of the internal environment for strategy. Distinguish between the positioning and the resource‐based perspectives.

Case problem:
Why is it important for the strategic decision‐makers to understand thoroughly their  organisation's resources, capabilities and core competences?

Case media Stanford's Entrepreneurship Corner - Case study © Dr Phil Kelly 2009

Company 

Amyris Biotechnologies

Amyris Biotechnologies is translating the promise of synthetic biology into solutions for real‐ world problems. It is a renewable products company, devoted to creating a more sustainable  world.

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First, if you are taking a taught management course then consult with your tutor and ensure that the case has not been scheduled into a teaching class or tutorial. If it has not: 1. Play/ read the media associated with the case. You may need to access the Internet and enter a URL to locate any video clips. 2. Attempt the Case study questions. Consider attempting the case study as a group exercise; you could form a study group with fellow students. 3. Check the suggested answers - remember these are suggestions only and there are often many possible answers. Discuss questions and answers with other students. 4. If you feel your answer(s) were weak then consider reading the relevant suggested readings again (also see the case study suggested references).

Title/ Media type
Planning for the Market:

URL/ Media  description
http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2025 Start‐up Amyris Biotechnologies didn't quite realize the potential of its assets or its market  possibilities, says company CEO John Melo. The company made a choice. Rather than  exploring the limits of the technology simply for technology's sake, they thought instead  about exploring the needs of the marketplace. They first looked at the attributes of existing  energy sources, and then investigated molecular alternatives that can mesh with current  capabilities.

Film

Defining Company Culture:

http://ecorner.stanford.edu/authorMaterialInfo.html?mid=52
Jeff Hawkins believes you have to be conscious and methodological about your company  culture. The culture starts at the top and permeates to the bottom. The culture at palm is a  product culture. High integrity is not just internal, but integrity with vendors, suppliers and  customers. Hawkins points out that a lot of companies keep secrets but the transparency  has been very good for Palm . A good, solid culture can help a company go through hard  times.

Film

NOTES:

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Case media Stanford's Entrepreneurship Corner - Case study © Dr Phil Kelly 2009

Case study questions... 
Action
Pre/During/After class

1 2 3

THE INTERNAL ENVIRONMENT:
What do we mean by the internal environment and why might it be analysed when creating strategy?

During During

ANALYSIS OF THE INTERNAL ENVIRONMENT:
Discuss the role of analysis in strategy formulation and list several favoured ways to analyse the internal environment.

THE STARTING POINT FOR STRATEGY...
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