On the afternoon of November 22, 2022, 6th Business School Forum: The Management World Series (2) - Management in the Real World: Strategic Choice, Project Management, Bureaucracy and Innovation lecture was successfully held in Room 109 of C5 public teaching building. Ms. Regina Fang-Ying Lin, an associate professor of business school, invited Mr. Deng, Fei, general manager of new energy division of Country Garden, to share and exchange on strategic management for the international business class of 2020 students, which was well received by the students.

Mr. Deng, Fei is currently the general manager of Country Garden's new energy business division and the vice president of Shenzhen BGI Agricultural Holding Co., Ltd. And he used to be the general manager of China Investment Operation Company and the general manager of Tonghu science city project. What’s more, he has rich experience in real estate development and international industrial cooperation.

Figure 1. 6th Business School Forum : The Management World Series (2) - Management in the Real World: Strategic Choice, Project Management, Bureaucracy and Innovation

The lecture focused on three aspects: what is strategy, how to make a good strategy and how to analyze and report strategic planning. Before the lecture, Mr. Deng, Fei shared his experiences and feelings from the campus to the society, and hoped that students could feel the difference and connection between theory and practice more directly through real cases and his own practical experience.

First of all, Mr. Deng, Fei interpreted strategy from different perspectives and told the origin and development of strategy, which led to the extension of strategy to the field of economic management was the enterprise strategy. Next, he combined with the actual focus on the elaboration of the enterprise strategy of the 5P-Plan, Ploy, Pattern, Position, Perspective, through vivid examples to illustrate the strategy of the overall, forward-looking and long-term. Mr. Deng, Fei also mentioned Mr. Wang Zhigang's understanding of enterprise strategy and agreed with him, that is, how to do the right thing and do the right thing when facing a major decision at a critical stage.

In the topic two, Mr. Deng, Fei explained how enterprises develop and implement strategies from the perspectives of external and internal analysis, as well as the analytical tools used in the process. The external analysis of enterprise strategy needed to consider the macro environment, the development of the industry and the supply and demand of the industry. Different analysis models, such as PESTEL model and SWOT model, can be used to analyze and evaluate the macro and micro environment of enterprises. In addition, he emphasized with examples that an enterprise's prediction of possible crises and opportunities would have a significant impact on the enterprise. Moreover, the internal analysis of an enterprise could be based on the four aspects-the enterprise's financial situation, resource support, internal process and corporate values, and analyze the internal links of the enterprise through different models, such as the value chain analysis model.

At the end of the lecture, Mr. Deng, explained how to analyze and report on strategic planning by sharing and interpreting two practical cases from his personal experience. He gave a detailed description of the market and industry analysis, ability analysis of the enterprise and development of strategy analysis before the strategic planning, and generously shared the difficulties he encountered and the experience he gained during the project.

During the lecture, students listened carefully and actively asked Mr. Deng, Fei questions about the content of the lecture and the problems encountered in the learning process after the lecture. Mr. Deng, Fei patiently answered the questions one by one for the students and encouraged them to dare to think and do in the future. The students said the experience that Deng, Fei shared was very beneficial.

Figure 2.Mr. Deng, Fei patiently answered the questions one by one for the students and encouraged them to dare to think and do in the future.

Text: Ding Jinjin, Li Huiru

Photo: Regina Fang-Ying Lin