2008年ACCAP1-P3真题12602.pdf
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1、 财经网络教育领导品牌 _ 高顿网校 All Rights Reserved 版权所有 复制必究 1 2008 年 ACCA P1-P3 真题 1.The scientists in the research laboratories of Swan Hill Company(SHC,a public listed company)recently made a very important discovery about the process that manufactured its major product.The scientific director,Dr Sonja Rainb
2、ow,informed the board that the breakthrough was called the sink method.She explained that the sink method would enable SHC to produce its major product at a lower unit cost and in much higher volumes than the current process.It would also produce lower unit environmental emissions and would substant
3、ially improve product quality compared to its current process and indeed compared to all of the other competitors in the industry.SHC currently has 30%of the global market with its nearest competitor having 25%and the other twelve producers sharing the remainder.The company,based in the town of Swan
4、 Hill,has a paternalistic management approach and has always valued its relationship with the local community.Its website says that SHC has always sought to maximise the benefit to the workforce and community in all of its business decisions and feels a great sense of loyalty to the Swan Hill locali
5、ty which is where it started in 1900 and has been based ever since.As the board considered the implications of the discovery of the sink method,chief executive Nelson Cobar asked whether Sonja Rainbow was certain that SHC was the only company in the industry that had made the discovery and she said
6、that she was.She also said that she was certain that the competitors were some years behind SHC in their research.It quickly became clear that the discovery of the sink method was so important and far reaching that it had the potential to give SHC an unassailable competitive advantage in its industr
7、y.Chief executive Nelson Cobar told board colleagues that they should clearly understand that the discovery had the potential to put all of SHCs competitors out of business and make SHC the single global supplier.He said that as the board considered the options,members should bear in mind the seriou
8、sness of the implications upon the rest of the industry.Mr Cobar said there were two strategic options.Option one was to press ahead with the huge investment of new plant necessary to introduce the sink method into the factory whilst,as far as possible,keeping the nature of the sink technology secre
9、t from competitors(the secrecy option).A patent disclosing the nature of the technology would not be filed so as to keep the technology secret within SHC.Option two was to file a patent and then offer the use of the discovery to competitors under a licensing arrangement where SHC would receive subst
10、antial royalties for the twenty-year legal lifetime of the patent(the licensing option).This would also involve new investment but at a slower pace in line with competitors.The licence contract would,Mr Cobar explained,include an improvement sharing requirement where licensees would be required to 财
11、经网络教育领导品牌 _ 高顿网校 All Rights Reserved 版权所有 复制必究 2 inform SHC of any improvements discovered that made the sink method more efficient or effective.The sales director,Edwin Kiama,argued strongly in favour of the secrecy option.He said that the board owed it to SHCs shareholders to take the option that
12、would maximise shareholder value.He argued that business strategy was all about gaining competitive advantage and this was a chance to do exactly that.Accordingly,he argued,the sink method should not be licensed to competitors and should be pursued as fast as possible.The operations director said th
13、at to gain the full benefits of the sink method with either option would require a complete refitting of the factory and the largest capital investment that SHC had ever undertaken.The financial director,Sean Nyngan,advised the board that pressing ahead with investment under the secrecy option was n
14、ot without risks.First,he said,he would have to finance the investment,probably initially through debt,and second,there were risks associated with any large investment.He also informed the board that the licensing option would,over many years,involve the inflow of massive funds in royalty payments f
15、rom competitors using the SHCs patented sink method.By pursuing the licensing option,Sean Nyngan said that they could retain their market leadership in the short term without incurring risk,whilst increasing their industry dominance in the future through careful investment of the royalty payments.Th
16、e non-executive chairman,Alison Manilla,said that she was looking at the issue from an ethical perspective.She asked whether SHC had the right,even if it had the ability,to put competitors out of business.Required:(a)Assess the secrecy option using Tuckers model for decision-making.(10 marks)(b)Dist
17、inguish between strategic and operational risks,and explain why the secrecy option would be a source of strategic risk.(10 marks)(c)Mr Cobar,the chief executive of SHC,has decided to draft two alternative statements to explain both possible outcomes of the secrecy/licensing decision to shareholders.
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